The online game market has rapidly increased worldwide, especially in China. In 2012, the world game market equaled 111.7 billion. Many game companies compete by launching new online games in various genres. In 2010, Activision Blizzard reported that the World of Warcraft (WOW) is the world’s most popular online game. Chinese gamers constitute more than half of WOW’s 10 million users. Korea is the second largest gaming market. Thus many foreign game companies target Korea and China, in competition with domestic game companies. The purposes are 1) to understand the role of country of origin and /or brand image in game consumer behavior, 2) to find out the difference of game evaluation between game users in China and Korea, and 3) to draw strategic implication game marketers. Consumers expect products from advanced countries to provide superior performance, so they often look to country of origin in evaluating products. Recently, consumers have looked to brand image as another key element in product evaluation. In this research, we study whether gamers evaluate games on the basis of country of origin and/or brand image. In this paper, we add to the gaming research and suggest that the online game market has three dimensions. First, online games are products. Second, online games are service. Last, online games are entertainment. Data collection resulted in 355 usable responses from online game (LOL) users in Korea(166) and China(189). We conduct factor analysis and reliability analysis to check reliability and validity. Country of Origin is the key element for product evaluation of utilitarian goods but it doesn’t have significant effect on product evaluation of hedonic products which mainly provide sensual pleasure, fantasy, and fun to customers such as luxury goods or online game (Dhar & Wertenbroch, 2000).

Self Service Technology (SST) refers to technological interfaces that enable customers to produce a service independently, without service employees’ direct involvement. Because of the recent technological evolution and rising labor cost, most companies in the retail and service industries tend to use more technology-based SST options. In this study, we tried to investigate the effects of technology readiness and consumer readiness on SST service quality, attitude toward using SST, and intention to use SST in franchise fast food restaurants. The study results showed a significant and positive influence on all six dimensions of SST service quality. This research found that consumer readiness has a stronger and statistically more significant influence on all of SST service quality’s six constructs than does TR. Within a setting in which a customer is using SST, consumer readiness is a concept that is composed of the following: customer’s own role clarity, ability to utilize SST, and self-efficacy about using SST. Shim & Han (2012) confirmed that Consumer Readiness is a strong variable that effects motivation to use SST. This research presents academic significance in that it verified that consumer readiness is a major leading variable that influences perceived SST service quality. This research confirmed the moderating effects of consumer traits (self-consciousness, need for interaction, technology anxiety) and situational factors (perceived crowding, perceived waiting time) within the relationship between SST service quality and attitudes and intentions toward using SST. Study results showed that all variables have moderating effects. Ease of SST use was shown to have a strong influence on developing attitudes and intentions toward using SST in people with high levels of technology anxiety. For people with low levels of technology anxiety, ease or difficulty of SST use did not affect their attitude toward using SST. The expectation of increased enjoyment through SST use had an impact on developing attitudes and intentions toward using SST. This implies that expectation of increased enjoyment does not affect the development of intention toward using SST for people with high technology anxiety, as their technology anxiety is greater than such expectation. In contrast, this expectation of increased enjoyment greatly affects the development of attitude toward using SST for people with low technology anxiety. As a result, when introducing SST, firms need to design the system to appeal to people with high technology anxiety. Results also revealed that innovativeness does not have statistically significant influences on enjoyment or convenience. Because our results confirmed that technology readiness is an important leading variable of SST service quality, our research supported the works of Lin & Hsieh (2006) and Zeithaml et al. (2002). Managerial implications and limitations of the study were also discussed.

Intrigued by the recent emergence and success of low-cost airlines, which use the additive option price framing (as opposed to the subtractive option price framing used by the traditional full-service airlines), we attempted to develop and empirically test a theoretical model that can help better understand the success of this innovative pricing practice for optional services. Drawing on the prospect theory and the loss aversion and endowment effect theory, we argue that option price framing affect customer responses such as perceived risk, perceived price fairness and affect. Further, we propose interaction effects between option framing and product type (utilitarian vs. hedonic) on perceived risk. Using a quasi-experimental design, we constructed four scenarios (2 option price framings x 2 product types). We administered the scenario-based survey among part-time MBA students (full-time managers). Analysis results of 132 responses demonstrated that customer responses in perceived risk, perceived fairness and affect were more favorable in the additive option framing, which in turn led to higher purchase intention. Further, these effects were stronger for utilitarian products. For hedonic products, no difference in perceived risk was observed between the two option price framings. Consequently, our study offered an explanation for when and why the additive option price framing might work better.

Miniature pigs have been marked as a source of providing organs for xenotrans plantation. In order to produce gnotobiotic miniature pigs in large numbers and perform experiments, it is necessary to implement a specially designed isolator that provides a space completely isolated from the outside, enabling researchers to control the microbiological environment. Conventional isolators have gaps on the floor net that cause accidents such as pigs getting their hooves caught. Some pigs have shown maldevelopment and abnormalities in the hind limbs. The goal of this study was to design an isolator floor for secure the sole of a foot while swine had not received undue stress with slippery flooring. We created a gradient on the isolator floor and used a single-body panel to eliminate gaps and used a checkered panel to prevent pigs from slipping. We also implemented an exhaust at the end of the gradient to collect excrement and urine. Raising miniature pigs for five months in the isolator floor invented by this study. This study compared the serum chemistries, cortisol levels to physiologic evaluations and lesions on their soles. Serum cortisol value was higher in conventional isolator floor pigs than newly developed isolator floor pigs. We observed lesions on their soles of a foot but we found no lesions and abnormalities in new type of isolator floor. This new type of isolator floor can secure the sole of a foot in pigs. The current design is developed for miniature pigs in isolator floor, but it can easily be adapted for other animals or other fields.

This study addresses the relationship between individual differences regarding self-concept, measured by Self Concept Clarity (SCC) scale and Relational-Interdependent Self-Construal and relationships (RISC) scale, and diverse affective consequences after choice behavior. We hypothesized that lower self-concept clarity and higher relational interdependence would be related to increased susceptibility to choice context–for example, how a choice set is constructed based on one’s initial preference. We examined how variations in a choice set can produce different affective consequences after making choices, and investigated the underlying neural mechanism using fMRI. In this experiment, participants first rated their preferences for art posters, and made a series of choices from a presented set. After the choice task, they completed post-choice measures including preferences for the chosen posters, as well as measures of their self-concept clarity and relational interdependence. Our behavioral results demonstrated that when participants faced more conflicting choice context, self-concept clarity was related to more positive affective consequences after choice, whereas relational interdependence was correlated with a lower second-rated attractiveness of the chosen option. The neuroimaging analysis of choice-making revealed that self-concept clarity and the degree of their relational interdependence served as modulators in shaping how one perceives and experiences the same decision-making process. These results have theoretical and practical importance in that it is one of the first studies investigating the influence of the individual differences regarding self-concept on value-based decision making process among diverse choice set contexts.

Foot-and-mouth disease (FMD) has great potential for causing huge economic loss and was the first disease identified by the World Organisation for Animal Health (OIE) in its official list of free countries and zones. This study examined the governmental expenditures for five FMD epidemics that occurred in the Republic of Korea between 2000 and 2011. The costs of an epidemic ranged from 26 billion Korean won (KRW, approximately 23.6 million US dollars, ) to a maximum of 2,044 billion KRW (US 1.9 billion). For two epidemics in which vaccinations were implemented, the costs were higher than those epidemics without vaccination. The mean cost for an outbreak ranged from 0.5 billion KRW (US 4.5 million) for the 2010/2011 epidemic to 18.2 billion KRW (US 16.5 million) for the 2000 epidemic. Mean costs per infected premises were 7.0 billion KRW for cattle farms (95% CI: 4.72∼9.28), 1.38 billion KRW for pig farms (0.88∼1.87), 0.11 billion KRW for deer farms (0.08∼0.14), and 0.10 billion KRW for goat farms (0.07∼0.13). The highest cost for an outbreak in cattle seemed associated with the number of outbreak cattle farms in two epidemics in which vaccination was implemented.

Peptidoglycan recognition proteins (PGRPs) are family of innate immune molecules that recognize bacterial peptidoglycan. PGRP-LE, a member of the PGRP family, selectively binds to diaminopimelic acid (DAP)-type peptidoglycan to activate both the immune deficiency (IMD) and proPhenoloxidase (proPO) pathways in insects. A PGRP-LE-dependent induction of autophagy to control Listeria monocytogenes has also been reported. We identified and partially characterized a novel PGRP-LE homologue, from Tenebrio molitor and analyzed its functional role in the survival of the insect against infection by a DAP-type PGN containing intracellular pathogen, L. monocytogenes. The cDNA is comprised of an open reading frame (ORF) of 990 bp and encodes a polypeptide of 329 residues. TmPGRP-LE contains one PGRP domain, but lacks critical residues for amidase activity. Quantitative RT-PCR analysis showed a broad constitutive expression of the transcript at various stages of development spanning from larva to adult. RNAi mediated knockdown of the transcripts followed by a challenge with L. monocytogenes showed a significant reduction in survival rate of the larvae, suggesting a putative role of TmPGRP-LE in sensing and control of L. monocytogenes infections in T. molitor. These results implicate PGRP-LE as a defense protein necessary for survival of T. molitor against infection by L. monocytogenes.

CD63, a member of tetraspanin membrane protein family, plays pivotal role in cell growth, motility, signal transduction, host-pathogen interactions and cancer. In this work, the cDNA encoding CD63 homologue (TmCD63) was cloned from larvae of coleopteran beetle, Tenebrio molitor. The cDNA is comprised of an open reading frame of 705 bp, encoding putative protein of 235 amino acid residues. In silico analysis shows that the protein has four putative transmembrane domains and one large extracellular loop. The characteristic ‘Cys-Cys-Gly’ motif and ‘Cys188’ residues are highly conserved in the large extracellular loop. Phylogenetic analysis of TmCD63 revealed that they belong to the insect cluster with 50-56% identity. Analysis of spatial expression patterns demonstrated that TmCD63 mRNA is mainly expressed in gut and Malphigian tubules of larvae and the testis of the adult. Developmental expression patterns of CD63 mRNA showed that TmCD63 transcripts are detected in late larval, pupal and adult stages. Interestingly, TmCD63 transcript was upregulated the maximum 4.5 fold in response to DAP-type peptidoglycan during the first 6 h, although other immune elicitors also made significant increase in the transcript level at later time-points. These results suggest that CD63 might contribute to T. molitor immune response against various microbial pathogens.

Apolipophorin III (apoLp-III) is a well-known hemolymph protein having a functional role in lipid transport and immune response of insects. We cloned full-length cDNA encoding putative apoLp-III from larvae of the coleopteran beetle, Tenebrio molitor (TmapoLp-III), by identification of clones corresponding to the partial sequence of TmapoLp-III, subsequently followed with full length sequencing by a clone-by-clone primer walking method. The complete cDNA consists of 890 nucleotides, including an ORF encoding 196 amino acid residues. Excluding a putative signal peptide of the first 20 amino acid residues, the 176-residue mature apoLp-III has a calculated molecular mass of 19,146 Da. Genomic sequence analysis with respect to its cDNA showed that TmapoLp-III was organized into four exons interrupted by three introns. Several immune-related transcription factor binding sites were discovered in the putative 5’-flanking region. BLAST and phylogenetic analysis reveals that TmapoLp-III has high sequence identity (88%) with Tribolium castaneum apoLp-III but shares little sequence homologies (<26%) with other apoLp-IIIs. Homology modeling of Tm apoLp-III shows a bundle of five amphipathic helices, including a short helix 3’. The ‘helix-short helix-helix’ motif was predicted to be implicated in lipid binding interactions, through reversible conformational changes and accommodating the hydrophobic residues to the exterior for stability. Highest level of TmapoLp-III mRNA was detected at late pupal stages, albeit it is expressed in the larval and adult stages at lower levels. The tissue specific expression of the transcripts showed significantly higher numbers in larval fat body and adult integument. In addition, TmapoLp-III mRNA was found to be highly up-regulated in late stages of L. monocytogenes or E. coli challenge. These results indicate that TmapoLp-III may play an important role in innate immune responses against bacterial pathogens in T. molitor.

We have identified novel ricin-type (R-type) lectin by sequencing of random clones from cDNA library of the coleopteran beetle, T.molitor. The cDNA sequence is comprised of 495 bp encoding a protein of 164 amino acid residues and shows 49% identity with galectin of Tribolium castaneum. Bioinformatics analysis shows that the amino acid residues from 35 to 162 belong to ricin-type β-trefoil structure. The transcript was significantly upregulated after early hours of injection with peptidoglycans derived from Gram (+) and Gram (-) bacteria, beta-1, 3 glucan from fungi and an intracellular pathogen, L. monocytogenes suggesting putative function in innate immunity.

The influenza virus is an important respiratory risk affecting humans, and effective treatments are needed. Some oriental medicines are currently applied for treatment of common colds as well as influenza infection. Previous studies have reported that the therapeutic properties of MA-128 are effective for treatment of psoriasis antiasthmatic and atopic dermatitis. In this study, we investigated the therapeutic properties of the novel herbal medicine, MA-128, for treatment of influenza virus infection by oral administration. MA-128 is an active natural biological compound from herbal-marine origin. The results showed that oral administration of MA-128 in mice could confer a survival benefit against Type A influenza virus infection. Daily oral administration of MA-128 resulted in delayed death in infected mice for three days against mouse adapted H3N2 (A/Philippines/2/82). However, it protected more than 60% of mice from lethal infection of 2009 pandemic H1N1 (A/Korea/CJ01/2009) influenza virus. In addition, lung viral titers were significantly reduced at seven days post infection (~100 times) compared with mock-treated mice and viruses were cleared at 9 dpi only in the MA-128 treated groups. This study demonstrated the potential of the novel herbal medicine, MA-128, as an herbal remedy against influenza A viruses.

Hyperacture rejection (HAR) of pig organs, upon xenotransplantation into primates, could partly be overcome by knocking out the alpha-Gal gene. However, xenotransplanted organs may still undergo immunological acture rejection (AR) or acute vascular rejection (AVR). Among several genes involved in AR and AVR, the hCD47 evades the monocyte/ macrophage mediated phagocytosis by identifying the self/non-self signal (CD47-SIRPa) whereas hTFPI participates in the regulation of coagulation pathway by acting upstream of the thrombin. In this study, we investigated hCD47 and hTFPI as two possible candidates for avoiding AR and AVR, respectively upon pig-to-human xenotransplantation. A co-expression vector for hCD47 and hTFPI was constructed using 2A peptides system (F2A) and transfected into the porcine kidney cell line (PK-15). The transfected cells stably expressed both hCD47 and hTFPI mRNA and proteins. Co-culture of non-transfected, hCD47-transfected, hTFPI-transfected or hCD47+hTPFI-transfected PK15 cells with natural killer (NK) cells, monocytes and macrophages confirmed the cytotoxic effect of hCD47 and revealed a synergistic effect of hCD47 and hTFPI co-transfection. There was an attractive survivability of 25～30% on each type of innate immune cell, NK cell and macrophage. These results suggest that transgenic pigs, genetically modified for hCD47 and hTFPI may be useful for overcoming xenograft rejection. Furthermore, cotransfection with hTFPI may enhance the cytotoxic effect of hCD47, possibly by assisting the hCD47-SIRPa binding by an unknown mechanism.

Phosphoprotein Enriched in Astrocytes (PEA15) is a 15kD-sized intracellular signaling protein, highly expressed in astrocytes and constitutively expressed in peripheral tissues. Recently it was found that PEA15 expression was elevated in patients suffering type 2 diabetes and suggested to be involved in the syndrome of insulin resistance. To investigate the functional role of PEA15 for the control of blood glucose level, we produced a transgenic pig over-expressing mouse PEA15 (mPEA15). As a model animal, pig has many advantages. They have a higher fecundity and a short generation time and are physiologically similar to human. Using the transgenic pig, we carried out a series of experiments to establish a link between PEA15 expression and the insulin resistance. Our results suggested that, compared with control pig, mPEA15 pig has, (1) a higher blood resistin level, (2) a lower cell membrane-embeded GLUT4 level, and (3) a lower glucose clearing ability based on oral glucose tolerance test (OGTT). When our results combined, it can be concluded that mPEA15 over-expressing pig has many symptoms of insulin resistance and these pigs will become a useful disease model to investigate diabetes mellitus in the near future.