Purpose: This study examined the effects of α-lipoic acid in diluted solvents on cell growth in 3T3-L1 cells according to the treated concentration and times. Methods: Adipocyte 3T3-L1 cell were cultured. Confluent cells underwent starvation with SFM for 1 day and then were cultured in a medium containing various concentrations 0, 100, 200, and 400 μmol/L of α-lipoic acid. The cell viability was measured using the EZ Cytox assay kit. In addition, the effect of α-lipoic acid of diluted solvents on the cell growth in 3T3-L1cells was examined according to the treated concentration and times. Results: The α- lipoic acid diluted ethanol inhibited cell proliferation in a dose and time dependent manner. The α-lipoic acid diluted ethanol induced adipocyte 3T3-L1 cells proliferation with an adipocyte inducer. In addition, α-lipoic acid inhibited adipocyte 3T3- L1 growth in a dose and time dependent manner (p<0.05). Conclusion: This study showed that a treatment with α-lipoic acid diluted ethanol inhibits cell growth of, adipocyte 3T3-L1 cells induced with an adipocyte inducer, (200 μmol/L of α- lipoic acid) treated for 48 hr.

지난 106년(1912~2017) 동안 우리나라의 연평균기온은 10년마다 0.18℃ 상승하였으며 여름은 19일 길어지고 겨울은 18일 짧아졌다. 이러한 기온 상승과 계절의 변화는 식물의 생장과 발달에 영향을 미쳐 잎의 발아나 꽃의 개화가 앞당겨지거나 잎의 생장과 결실이 촉진되는 등 식물계절의 유의한 변화를 초래할 수 있다. 생물계절 변화 연구는 장기간의 모니터링을 통해 이루어지며, 과거에는 이러한 연구가 진정한 과학이 아니라고 여겨졌으나 최근 기후변화와 기온 상승의 잠재적인 영향을 평가하는데 중요한 지표로 인식되고 있다. 그에 따라 식물계절의 변화 경향에 관한 연구가 활발히 이루어지고 있는데 기후변화에 따른 벚꽃 등의 식물을 대상으로 한 개화시기 연구 등 봄철 식물계절 시기와 기온 사이의 상관관계에 관한 연구가 주로 이루어지고 있다. 국내의 경우 서울시에서 40년 동안 개나리, 왕벚나무, 아까시나무의 개화시기가 앞당겨졌음을 보고한 바 있으며 성주한(2003)은 홍릉수목원에서 개나리, 미선나무 등 47종 을 대상으로 개화시기가 평균 15일 정도 빨라졌음을 보고한 바 있다. 그러나 대부분의 연구가 봄철의 일부 시기 조사와 일부 종에 국한되어 있거나 산림지역에서 식물계절의 변화를 장기간 관찰한 연구결과는 부족한 실정이다. 따라서 본 연구는 국립공원 지역 신갈나무를 대상으로 장기간 식물계절 변화를 관찰하기 위한 시스템을 구축하고 이를 통해 기후변화 따른 국립공원 육상생태계의 변화를 파악하고자 한다. 연구대상지는 산림기후대를 고려하여 온대 북부의 설악산국립공원 2개소, 온대 중부의 소백산국립공원 1개소, 온 대남부의 지리산국립공원 2개소, 난대에 위치한 월출산국립공원 1개소로 총 6개소에서 연구를 진행하였으며, 장기간 안정적인 모니터링을 수행하기 위해 촬영된 사진 자료가 원격으로 송수신되는 생물계절관찰카메라를 설치하여 하 루 최대 10장의 사진자료를 수집하였다. 수집된 자료를 바탕으로 개엽시기를 분석하였으며, 개엽 진행 단계를 5단계로 구분하여 분석하였다. 또한 개엽시기에 영향을 미치는 기상요인 분석하기 위해 미기상관측장비 수집자료 및 기상 청 방재기상관측자료를 활용하였다. 분석 결과 설악산은 4년간 1.2일 빨라지는 경향을 나타냈으며, 지리산의 경우 상선암 일원은 2013년 이후 6년간 0.7일, 성삼재 주차장 일원은 2.1일 빨라지는 경향을 나타냈다. 월출산은 2011년 이후 8년간 1.3일 빨라지는 경향을 보였다. 개엽 단계별 개엽시기를 살펴보면 모든 개엽단계에서 개엽시기가 빨라지는 경향이 보이고 있으나, 동아성숙일로부터 성숙완료일까지 소요된 기간인 개엽기간은 큰 차이가 없는 것으로 분석되었다. 신갈나무 개엽시기에 영향을 미치는 기상요인을 살펴본 결과 3월 평균기온 및 봄평균기온이 상승함에 따라 신갈나무 개엽시기가 빨라지는 경향을 보이고 있어 봄철 식물계절이 2월~3월 평균기온과 높은 상관관계가 있다는 선행연구와 유사한 연구결과가 도출되었다.

This study was conducted to evaluate the time required to sell Protaetia brevitarsis larvae when larvae fed on three kinds of fermented berries sawdust, such as mulberry, raspberry, and blueberry. The first instar larvae were reared in a plastic container(543x363x188mm) with designated feeds, and investigated the cumulative proportion of larvae more than 2.5g at rearing room regulated at 25±1℃ with 50~60% under 16:8(L:D). When we reared larvae for about 45 days with fermented blueberry sawdust, the cumulative proportion of larvae with more than 2.5g was over 70%. It was about 40 days shorter than fermented oak sawdust. For each group, the average survival rates of larvae at the possible time for sale were 72~93%.

Honey bee, Apis mellifera L., have been widely used as a model organism for biological science because of its highly developed sociality, specialized labor division and passive population management. In order to examine the expression patterns of genes putatively involved in social development in honey bee, quantitative real-time PCR (qRT-PCR) that has been widely used to investigate the expression level of target gene can be used in honey bee study. However, the selection and validation of optimal reference genes is a crucial step prior to running qRT-PCR. In the present study, therefore, the seasonal expression stability of five candidate reference genes in the abdomen of forager and nurse was investigated using three programs (geNorm, NormFinder and BestKeeper), and selected reference genes were validated by the normalization of expression level of vg encoding vitellogenin. Although three programs revealed slightly different gene stability values, overall the combination of two genes (rpS18 and gapdh encoding ribosomal protein S18 and glyceraldehyde-3-phosphate dehydrogenase, respectively) was resulted in the most suitable use for normalization of the target gene in forager. However, a single gene, either rpL32 or rpS18 in the nurse or either rpL32, rpS18, or gapdh in the comparison between foragers and nurses, were suggested to be applied for normalization of seasonal and labor-specific gene expression by qRT-PCR.

The fruit fly, Drosophila melanogaster, is a good model organism in various areas of biological science. Since D. melanogaster has been thought to be adapted to the chemical stress environment caused by the overripen, decay and fermented fruits, identification of the genes involved in chemical tolerance and investigation of their expression patterns are essential for better understanding of the physiological evolution in D. melanogaster. For investigation of the gene expression level, quantitative real-time PCR (qRT-PCR) can be applied to quantify gene expression level and selection of reliable reference gene(s) for normalization is an accurate step. In the present study, therefore, we validated the expression stabilities of ten candidate reference genes using three softwares (geNorm, NormFinder and BestKeeper) in D. melanogaster exposed to different concentrations of acetic acid, ethanol and 2-phenylethanol. Although three programs resulted in slightly different gene stability ranks, but overall tbp encoding TATA box binding protein was most stable gene in acetic acid and ethanol exposed fly, while nd encoding NADH dehydrogenase was the most suitable reference gene in the case of 2-phenylethanol treatment. In the comparison of three chemical treatment condition, nd was also suggested to be most optimal reference gene. In addition, optimal number of reference gene for accurate normalization was calculated by geNorm pairwise analysis, and selection of multiple reference genes was suggested to be better for target gene normalization method than use of a single reference gene.

소나무재선충병은 1988년 부산 금정산에서 처음 발생하여 2017년 4월 기준 109시ㆍ군ㆍ구에서 99만본 이상 발생하였다. 소나무재선충 방제방법 중 가장 효과적인 방법은 나무주사로 약제 단가가 저렴해져 처리 면적은 점차 확대되고 있으나, 그 시기가 12월~2월로 극히 제한적이어서 처리시기 확대를 위해 10월 말부터 5월 중순까지 아바멕틴 유제와 에마멕틴벤조에이트 유제를 월 1회 나무주사하여 그 효과를 검정하였다. 그 결과, 10월 말~1월까지는 두 약제 모두 100% 방제효과를 보였고, 아바멕틴 유제는 2월(93.3%), 3월(86.7%), 4월(83.3%), 5월(80%) 방제효과를 나타내었다. 반면에 에마멕틴 벤조에이트 유제는 2월(100%), 3월(96.7%), 4월(96.7%), 5월(50%)로 4월까지 효과가 뛰어 났으나 5월에 급격히 방제가가 떨어졌다. 2월~5월까지 나무주사 후 약제 잔류량을 분석한 결과 아바멕틴 유제가 에마멕틴벤조에이트 유제 보다 약제 잔류량이 많았고 두 약제 모두 처리 시기가 늦을수록 약제 잔류량도 적게 나타났다. 각 시기별로 나무주사한 가지의 일부를 채취하여 소나무재선충을 접종한 결과 처리시기가 늦을수록 소나무재선충 증식량이 증가하는 경향을 보였다. 또한 처리방법을 현행방법과 주입병을 이용하여 각각 2월에 나무주사한 결과, 두 방법 모두 소나무재선충 예방효과, 약제 잔류량, 소나무재선충 증식량에는 차이가 없었다.

RNA interference (RNAi)-based strategy has been developed to control various phytophagous chewing pests. However, only a few cases of RNAi-based control success have been reported for sucking pests, suggesting that sucking pests likely ingest less amount of transgenic subcellular hairpin RNA (or dsRNA). In this study, as the basic information for the establishment of ingestion RNAi against sucking pests, feeding amount and time course of plant subcellular fractions of the four sucking pest species (Frankliniella occidentalis, Frankliniella intonsa, Tetranychus urticae and Nilaparvata lugans) were determined by quantitative PCR (qPCR). Adults of the four species were starved for 24 h and then fed with kidney bean leaf (F. occidentalis, F. intonsa, T. urticae) or rice leaf (N. lugens) for 48 h. The leaf-fed adults were collected every 6-h interval and their genomic DNA was extracted. The ingested fractions of chloroplast and nuclear were quantified using rubisco and 50s rRNA as marker genes, respectively. The ingested amount of rubisco and 50s rRNA genes in F. occidentalis, F. intonsa and T. urticae showed rapid increasing pattern after feeding and then slightly reduced over time. In contrast, N. lugens neither ingest nuclear nor showed any distinct feeding pattern of chloroplast. These results demonstrate that F. occidentalis, F. intonsa and T. urticae ingest both chloroplasts and nucleus along with cytosol as cell-feeders but N. lugens, a phloem sap feeder, does not ingest nucleus during sucking. Our findings further suggest that ingestion RNAi-based control strategy would work better for cell-feeding sucking pests compared to phloem sap-feeding sucking pests.

과일이나 농작물의 부패 및 발효 환경에서는 Methanol, Ethanol, Acetic acid을 비롯한 다양한 화학물질들이 생산된다. Drosophila melanogaster는 이러한 발효·부패 환경에 서식하면서 일정 농도 이상의 다양한 화학물질에 지속적으로 노출되어 생존하도록 적응되어온 것으로 생각된다. 다양한 화학물질이 포함한 환경에 안정적으로 서식하기 위해서는 D. melanogaster는 화학물질에 능동적으로 반응하여 해독 유전자나 대사 관련 유전자의 발현량을 변화 시킴으로써 발효·부패 환경에서 생성되는 화학물질에 대한 높은 내성을 가지고 있을 것으로 판단된다. 현재까지 유전자의 발현량 측정을 위해 real-time PCR를 이용하여 reference gene의 발현량을 기준으로 정량화하는 방법이 가장 널리 사용되고 있다. 그러나 조직별, 환경별, 발달단계를 비롯한 다양한 조건에서 안정적으로 발현되는 reference 유전자 선정이 필수적으로 선행되어야 하므로 본 연구에서는 발효·부패 환경에서 생산되는 두 화학물질인 Methanol과 Ethyl Acetate에 노출된 D. melanogaster에서 안정적으로 발현되는 reference gene을 찾는 연구를 실시하였다. 본 연구에서는 다양한 농도의 Methanol과 Ethyl Acetate을 D. melanogaster에 노출시킨 후 RNA 추출과 cDNA 합성을 실시였고, 5가지 후보 reference gene (hsp22, nd, rpL18, tbp and ef-1b)의 안정적 발현 여부를 qRT-PCR을 통해 조사하였으며, 유전자 발현의 안정성을 측정하는 3가지 프로그램(geNorm, NormFinder, BestKeeper)을 이용해 비교·분석하였다. 본 학회에서는 연구의 과정과 그 결과를 발표하고자 한다.

사망시간 예측은 시신의 특징만으로 정확히 측정하기 힘들다. 또한 측정 지점에 따라 곤충의 종류가 달라 다른 지역의 결과를 적용하기 어렵다. 그래서 생물체의 사체에 몰려드는 곤충, 특히 파리류의 성체와 유충을 분석하여 사망시간을 측정하고자 했다. 그래서 전라남도 나주시 오강리에서 사후에 시간에 따라 사체에 몰려드는 곤충 특히 파리류의 성체 종류와 알에서 부화한 후 유충의 발생으로 사망시간을 계산하고자 했다. 돼지 생간을 2018년 9월 5일 평균 최고 온도 21℃, 평균 최저 온도 15℃인 체육관 뒤 공터에 방치했다. 약 10시간 후 근처에 검정파리(Calliphora vomitoria), 금파리(Lucilia caesar Linnaeus), 초파리(Drosophila), 파리매(Promachus yesonicus)가 모여들었으며, 약 30시간 후 검정파리(Calliphora vomitoria)로 예상되는 알이 놓인 것을 확인하였다. 알이 부화된 후 정기적으로 유충을 채집하여 기문의 개수로 1령, 2령, 3령을 구분하였다. 이를 통해 사후시간에 따른 유충의 성장정보를 수집하였다. 정보를 바탕으로 재실험을 진행하여 하루마다 유충의 상태로 간이 놓인 시간을 측정하였다. 오차는 1~1.5일 정도로 확인하였다. 또한, 유충이 부화한 후 시기에 따라 모여드는 곤충의 종이 점차 달라져 추측한 시간의 근거가 되는 것을 확인했다.

Methyl bromide (MB) had been routinely used in quarantine and pre-shipment (QPS), despite of strong recommendations to replace technically feasible alternatives of it by International Plant Protection Convention (IPPC) and current hazardous issues in workplace related post-fumigation process of imported perishable commodities. Due to insufficient ventilations post-fumigation on imported fruits such as citrus, fumigators and related workers in cold storage, load/unload and packing room has been exposed to hazardous conditions (5-100 ppm, MB’s TWA_TLV = 1 ppm). It’s time to replace newly developed phytosanitary disinfestation methods such liquid ethyl formate (EF) with N2 application. It could provide for safer workplace involved on and post-fumigation process, cost-effectiveness as well as meet the environmental friendly solution.

기후온난화 현상이 지속되고 있는 제주지역에서 환경적으로 다른 지역 모기의 계절적 발생밀도를 조사하기 위해 제주시의 국제공항, 항만 구역과 축사 그리고 서귀포 도심지의 11지점을 선정하여 3월부터 11월까지 매달 2회씩 Black light trap과 BG sentinel trap을 이용하여 모기를 채집하였다. 채집된 모기는 5속 7종. 6,042마리였으며, 이 중 빨간집모기(Culex pipiens)가 4,159마리(68.8%)로 우점종이었으며 흰줄숲모기 (Aedes albopictus)는 1,348마리(24.4%)였다. Black light trap를 이용한 채집에서 중앙동주민센터는 트랩당 72.8마리를 채집하여 모기 밀도가 가장 높게 나타났으며 제주국제공항은 트랩당 1.4마리로 가장 낮게 나타났다. BG sentinel trap을 이용한 채집에서는 항만에서 트랩당 71.7마리로 가장 많았고 도심지의 걸매생태공원에서 28.3마리로 가장 낮았다. 시기별로 모기의 밀도는 5월부터 증가하기 시작하여 8월에 1,156마리 (19.1%)로 가장 높은 밀도를 나타내었다. 채집된 암컷모기를 종별, 시기별, 지점별로 나누어 pool당 50마리 이하로 설정하여 총 364 pools에서 flavivirus 존재여부를 real time RT-PCR로 검사하였으나, 검출되지 않았다.

Background: Despite muscle latency times and patterns were used as broad examination tools to diagnose disease and recovery, previous studies have not compared the dominant arm to the non-dominant arm in muscle latency time and muscle recruitment patterns during reaching and reach-to-grasp movements. Objects: The present study aimed to investigate dominant and non-dominant hand differences in muscle latency time and recruitment pattern during reaching and reach-to-grasp movements. In addition, by manipulating the speed of movement, we examined the effect of movement speed on neuromuscular control of both right and left hands. Methods: A total of 28 right-handed (measured by Edinburgh Handedness Inventory) healthy subjects were recruited. We recorded surface electromyography muscle latency time and muscle recruitment patterns of four upper extremity muscles (i.e., anterior deltoid, triceps brachii, flexor digitorum superficialis, and extensor digitorum) from each left and right arm. Mixed-effect linear regression was used to detect differences between hands, reaching and reach-to-grasp, and the fast and preferred speed conditions. Results: There were no significant differences in muscle latency time between dominant and non-dominant hands or reaching and reach-to-grasp tasks (p>.05). However, there was a significantly longer muscle latency time in the preferred speed condition than the fast speed condition on both reaching and reach-to-grasp tasks (p<.05). Conclusion: These findings showed similar muscle latency time and muscle activation patterns with respect to movement speeds and tasks. Our findings hope to provide normative muscle physiology data for both right and left hands, thus aiding the understanding of the abnormal movements from patients and to develop appropriate rehabilitation strategies specific to dominant and non-dominant hands.

In this study, the odor generated in a livestock farm with 500 heads of finisher breed in 661 m² was monitored during 6 months using a gas sensor, a wired / wireless communication system and database server. Odor unit, ammonia, hydrogen sulfide, and total volatile organic compounds (TVOC) were monitored using the gas sensor. To show the tendency of odorous substances generation, the odor concentration was shown in the graph on a monthly and daily basis. Among the analysis items, the maximum generation of odor was found to be closely related to the generation of hydrogen sulfide. Through observing the daily and monthly trends of odor substances, it was found that each substance was a useful indicator for monitoring odor, because ammonia, hydrogen sulfide, odor and TVOC were increased and decreased in a similar pattern. The odors were highest in the hours of the early morning (00:00-05:00), the evening (18:00-23:00), and the morning (06:00-11:00) in a day. After the use of the microbial agent was discontinued in autumn (October), anaerobic digestion of the manure in a pit proceeded and the amount of hydrogen sulfide increased. Therefore, despite a slight decrease in ammonia production, the odor unit level did not decrease after October but rather was somewhat increased. In the future, the use of the odor monitoring system is expected to improve the efficiency of odor sources management.

This study suggests a model of production information system that can reduce manufacturing lead time and uniformize quality by using DNC S/W as a part of constructing production information management system in the industrial field of the existing marine engine block manufacturing companies. Under the effect of development of this system, the NC machine interface device can be installed in the control computer to obtain the quality information of the workpiece in real time so that the time to inspect the process quality and verify the product defect information can be reduced by more than 70%. In addition, the reliability of quality information has been improved and the external credibility has been improved. It took 30 minutes for operator to obtain, analyze and manage the quality information when the existing USB memory is used, but the communication between the NC controller computer and the NC controller in real time was completed to analyze the workpiece within 10 seconds.

본 연구는 국내에서 생산되거나 해외에서 수입되어 국내에서 유통되는 수산물 중에서 두족류를 문어류, 낙지류, 오징어류, 주꾸미류, 꼴뚜기류의 5개 그룹으로 구분하여 분석하였다. 두족류 5개 그룹을 판별을 하기 위해 미토콘드리아에 존재하는 유전자를 분석하였고, 그 중에서 COI (mitochondrial cytochrome C oxidase subunit I), 16s rRNA (16s ribosomal RNA), 12s rRNA (12s ribosomal RNA) 내에서 상당히 유사한 DNA 서열 부분과 일부 서열 변화 부분이 확인되었다. 명확하게 두족류 5개 그룹 판별을 하기 위해 COI, 16s rRNA, 12s rRNA 유전자의 일부 서열 변화 부분에서 그룹 특이적 프라이머 세트를 디자인하였다. 국내·외에서 확보한 두족류 시료(참문어, 낙지, 살오징어, 아메리카 대왕오징어, 갑오징어, 주꾸미, 모래주꾸미, 하이야주꾸미, 참꼴뚜기, 창꼴뚜기, 한치꼴뚜기)의 genomic DNA을 추출하여 각 그룹의 특이적 프라이머를 이용하여 SYBR 기반의 real-time PCR 시스템에 의해 분석되었고, threshold cycle (Ct) value와 같은 real-time PCR 결과 분석에 의해 두족류 내 그룹 판별이 가능하였다(Table 3).

PURPOSES: The purpose of this study is to compare the lane curing time of natural drying and a lane drying device when painting lines on a highway. METHODS: The painting process was carried out in July 2015 and September 2015, respectively, for the Gimcheon IC - Gimcheon JC. After the painting, measurements were obtained three times at six measurement points located at 20 m intervals on the shoulder line and the dividing line. The curing time was measured for natural drying and drying using a lane drying device, and compared for different pavement types (asphalt, concrete) and paint types (waterborne paint, methyl methacrylate paint). RESULTS : The results of the lane curing time comparison on the highway are as follows. The combination of asphalt and methyl methacrylate paint cured more rapidly during both the natural drying and drying using the lane drying device. Finally, it was cured at least 32.2% and 40.7% faster when using a drying device than in natural drying. CONCLUSIONS: The comparison of lane curing time of the highway showed that the combination of asphalt and methyl methacrylate paint cured more rapidly when using both natural drying and a lane drying device.

Introduction Recently, the popularization of mobile devices has been changing the pattern of customers’ life. In the online market, the distribution market has been also expanding from PC-based online to mobile shopping using smart phones. As the shopping market using mobile has grown rapidly in the developing smart age, the interest of home shopping is moving toward mobile media. Through the home shopping company's web site and mobile application, live broadcasting, real-time communication service, and other customers’ review are performed at the same time. Home shopping customers who have questions or inquiries about products are meeting salespeople through home shopping mobile application and real-time communication service. The significance of this study is to present effective strategies for connecting live home shopping and real-time communication of mobile application, thereby enabling customers to make smart consumption. Through this service, home shopping company can perceive customers’ needs as well as form cocreation value with customers. In addition, home shopping company aims to provide a more useful and effective method in the process of providing real-time communication service by checking the form of customers participating in real-time communication service. Theoretical Development Although there are many prior researches on adaptive selling on salespeople in offline, research on effective sales strategies of live home shopping and real-time communication using application has not yet been conducted. Nowadays, many customers' purchasing methods are moving from offline to online. Therefore, by referring to similarities between virtual world and actual society in Internet space studied in many previous studies, we would like to find out whether the offline advantage of "adaptive selling tactics" in the sales field can be applied to on-line. Adaptive selling means changing sales behavior throughout the interaction or interaction with the customer based on perceived information about the sales situation. Salespeople need to change their sales behavior in order to meet each sales situation or individual customer's desires. Adaptive selling can be said to modify the communication style and content according to the customer's desire (Weitz, Sujan & Sujan, 1986; Spiro & Weitz, 1990). The main reason for the co-creation value activities of companies and customers is that the marketing paradigm is shifting from good-dominant logic to service-dominant logic (Lusch & Vargo, 2006). This means that new value creation areas of new product development are expanding as customers participate in various decision-making related to the companies (Payne, Storbacka & Frow, 2008). To realize the value proposition, a firm must co-create value with its customers by means of direct interaction (Grönroos & Voima, 2013). Research Design The contents of this study are as follows. First, we divide the adaptive selling strategies of salespeople in real life into live home shopping and mobile application roles, and then examine whether live home shopping and mobile application affect customer trust. In previous study, Frazier and Summers (1984) proposed six tactics – information exchange, recommendation, request, threats, promises, and legalistic pleas, and Richard et al. (2006) proposed another six tactics. Anderson and Weitz (1989) define trust as one party’s belief that its needs will be fulfilled in the future by actions undertaken by the other party. Second, we investigate the effect of customer trust on home shopping commitment relationship. Ganesan (1994) defined relationship commitment as the desire to develop stability of relationship, the belief that the relationship is sustainable, and the willingness to make short-term sacrifices to maintain the relationship. Through this process, we are able to confirm the possibility of replacing actual meeting with tool called online real - time communication. Third, we want to find out the effect of home shopping commitment relationship on brand commitment relationship. Even if the same brand product, we can know the effect of commitment relationship depending on home shopping company. Finally, we are going to find out how to create co-creation values with customers by real-time communication service to solve the questions and problems of customers immediately. The creation of co-creation values between customers and companies can increase the success rate of new product development that reflects the core needs of customers and reduce resources such as corporate marketing and R & D, which can ultimately serve as a driving force for creating sustainable competitive advantage (Vernette & Hamdi-kidar, 2013).

Across two experiments, this study provides support for the concept that money and time are marked by psychologically distinct constructs. As temporal distance increases, preferences are more likely to be based on the value associated with a high-level construal of options than the value associated with a low-level construal of options. That is, as potential contributors are asked to donate later, high-level featured resources (i.e., time) take focal precedent over low-level ones (i.e., money) in judging preference for donation methods. This study also found that the match effect between temporal distance and construal-level holds only when the level of attitude toward NPO is relatively favorable. However, donation intention is enhanced under mismatch conditions when the level of attitude is less favorable. That is, when potential contributors hold relatively less favorable attitudes toward the NPO, those who are requested to make an expediting decision of donation are more likely to have higher intention to donate with a high-level construal resource. This study attributed the finding to the shift of people’s focal resource through their level of attitude toward the NPO. Unlike the previous research, which focused mainly on how temporal distance influences individuals’ construal levels to result in different donation behaviors, this study investigates the relationship between donation resources and temporal distance. The results from the research provide empirical evidence that temporal distance can have impact on individuals’ preference of the types of donation resources. Given that the features of donation resources can be related temporal distance, this research can shed light on how temporal construal theory can be used in charitable-giving contexts. Additionally, while considerable number of temporal construal studies have investigated the impact of the match effect on the attitude toward a brand, this study explores the role of attitude toward the organization on the interaction effect of temporal distance and construal levels. The findings from this study can provide an opportunity for better understanding of temporal construal theory.

Introduction The Fourth Industrial Revolution brings a great change in the retail market through combining new digital technologies, such as data clouding, Artificial Intelligence, and Virtual Reality(VR) technology. The Alibaba group, which is in charge of 90% market share in China, announced a new Virtual Reality (VR) shopping mall, Buyplus, and Alibaba expected that VR will improve shoppers’ engagement and will experience the joy of shopping mall at home. The potential power of VR shopping mall in Korea is recently acknowledged by the Korean government and Korean government developed the full scale VR shopping mall for the first time in Korea. The VR shopping mall is expected to be a new paradigm of distribution channel industry by incorporating some advanced digital technologies. Conceptual Background In previous study, Pelet et al. (2017) investigated the optimal flow experience enhanced by the telepresence in social media. The overall flow provides a unique immersion experience for social media users, also the frequency of use and time distortion were affected during the use of the system. Choi and Choi (2016) conducted a study and they showed that telepresence was one of the important factors in the new technology-based marketing environment. Limioid Theory is explaining a psychological process when user enters into a new situation. Users have to decide how to expand and act on their own in a new situation, so users quickly fall into new situation and want to transit successfully (Huang & Liao, 2017). Virtual Reality shopping with new technology will bring a new marketing paradigm in the future. The purpose of this study is to analyze users’ telepresence and other underlying factors of behavioral intention of VR shopping. To achieve this primary goal, first, we investigated the factors of VR shopping psychology—such as telepresence, challenge, body ownership, and control for VR shopping. We also tried to investigate the factors of perceived value VR shopping - such as playfulness and usefulness by applying the Flow Theory and Virtual Liminoid Theory. Second, we analyzed the relationships between the factors of perceived value and the behavior intention VR shopping by applying the Technology Acceptance Model (TAM). This study suggests the moderating effects of technology readiness and time distortion between telepresence and playfulness. Model Testing and Conclusion In this study, we developed the virtual reality supermarket which is operated by headmounted VR glasses and body sensors with the help of VR technology start-up company. Total 120 university students participated and experienced the VR shopping. By using the structural equation model, research hypotheses were tested and most research hypotheses were statistically significant and accepted. The final research model also showed the statistical significance with the goodness-of-fit indices. We tried to analyze the moderating effects of time distortion and technology readiness between telepresence and playfulness. We also found that there is a moderating effect of time distortion between body control and playfulness. As a result of model testing, we found that playfulness and usefulness are the major mediators between the underlying factors of VR shopping and behavioral intention of VR shopping. The results of this study about VR shopping explain how retail and marketing managers can operate VR shopping store in the technology-based future retail environment. The managerial implications of the study results for the corporate marketing managers and the limitations of the study were also discussed.