Spotted wing drosophila (SWD), Drosophila suzukii, is a serious pest of berry fruits and grapes in East-Asia and USA. SWD female oviposits eggs into the skin of ripening fruits, and the larvae dig a burrow inside the fruits. Secondary infestation by other insects and pathogens to the oviposition spots cause substantial economic damages worldwide. SWD has recently been spreading to Europe and USA, and it is becoming a global threat in terms of biosecurity. A quite useful paper has been published in Journal of Chemical Ecology in the most recent issue (Vol. 44, #10) which is titled ‘Advances in the chemical ecology of the spotted wing drosophila (Drosophila suzukii) and its applications’ written by Cloona et al. This article introduces chemical constituents from many odor sources such as fermentation, yeast, fruit, and leaf sources, and commercial lures and traps developed using these compounds. Authors said that the current food-based lures and trap technologies are not expected to be specific to SWD and thus capture large numbers of non-target drosophilids. Attractive and aversive compounds are being evaluated for monitoring, mass trapping, and for the development of attract-and-kill and push-pull techniques to manage SWD populations. (Supported by PJ011756022018, RDA)

This study, based on physical therapy interventions for menstruation disorders, observed the effect of Pilates stabilization exercises and Kinesio taping on dysmenorrhea and prostaglandin F2α levels. Female college students (n=37) who had >70 points on the mood disorder questionnaire (MDQ) and >4 points on the visual analogue scale (VAS) were divided into three different groups, the Pilates group (PG, n= 13), Pilates and Taping group (PTG, n=12), Taping group (TG, n=12). Pilates and taping were performed 3 times a week for 6 weeks. Pre- and post-menstruation difficulties were measured through the MDQ. Changes in blood prostaglandin F2α levels were also measured. Changes in pre- and post-menstrual pain and prostaglandin F2α levels were significantly reduced in the PG, PTG, and TG. Changes in pre- and postmenstrual pain and prostaglandin F2α levels resulted in significant differences in the PTG and TG. Dysmenorrhea and prostaglandin F2α levels were significantly decreased in the TG than in the PTG. These findings suggest that Pilates stabilization exercises and Kinesio taping are effective in decreasing menstrual difficulties and pain in female college students.

In 2017, the freshwater algae were collected from reservoirs, small ponds, soil, and rocks in Korea. Eight taxa of Chlorophyta (Chlorophyceae and Trebouxiophyceae) have been newly reported in Korea. The unrecorded indigenous species were Chlorolobion braunii, Coelastrum pseudomicroporum, Coelastrum reticulatum var. cubanum, Monoraphidium nanum, Tetrachlorella incerta, Ecdysichlamys obliqua, Gloeotila scopulina, and Stichococcus jenerensis.

포인세티아 ‘Red Pearl’은 국립원예특작과학원에서 2016년에 육성한 품종이다. 생육이 우수한 적색의 착색엽을 가진 포인세티아 ‘Freedom Red’를 모본으로, 키가 작고 밝은 적색의 결각이 깊은 착색엽을 가진 ‘Little Star’를 부본으로 2013년에 교배하여 획득한 실생 계통을 선발한 품종이다. 2014년부터 2015년까지 생육특성, 개화특성, 균일성에 대하여 1, 2차 특성 검정을 실시하였으며 2016년에 3차 특성검정을 실시하여 최종 선발하였다. ‘Red Pearl’의 잎은 계란형의 녹색이고, 초장과 엽병의 길이는 중간 정도이며, 줄기는 녹색으로 적심을 하지 않아도 분지력이 뛰어나다. 하계 고온에서도 줄기 신장이 우수하였으며, 스트레스에 의한 생리장해가 발생하지 않았다. 이 품종은 2018년 1월 24일에 국립종자원에 품종등록(제6922호)되었다.

Pesticide application in agriculture provides significant benefits such as protection from disease, prevention of harmful insects, and increased crop yields. However, accurate toxicological tests and risk assessments are necessary because of many related adverse effects associated with pesticide use. In this review, we discuss and analyze residual pesticides contained in livestock feed in Korea. A pesticide residue tolerance standard for livestock feed has not been precisely established; so, risk assessments are required to ensure safety. Standards and approaches for animal criteria and appropriate methods for evaluating residual pesticides are discussed and analyzed based on technology related to animal product safety in Korea. The safety of livestock feed containing pesticides is assessed to establish maximum residue limits relative to pesticides. Analysis of residual pesticides in milk, muscle, brain, and fat was performed with a livestock residue test and safety evaluation of the detected pesticide was performed. Efficacy of organic solvent extraction and clean-up of feed was verified, and suitability of the instrument was examined to establish if they are effective, rapid, and safe. This review discussed extensively how pesticide residue tolerance in livestock feed and hazard evaluation may be applied in future studies.

VOCs have been used as the most definitive resource to reflect customer feedback when developing products and services. However, due to the development of the Internet and the emergence of SNS, VOC is no longer the only channel that represents customer opinions. There are also a number of studies showing that many customers express complaints through channels other than VOCs. In this paper, we analyze the difference between the official VOC data and the data collected through the external channel, and suggest ways to reflect the various opinions of customers. To do this, this study uses keyword analysis that can identify differences according to frequency through social network, modular analysis to distinguish topics according to centrality and similarity, and emotional analysis to confirm word polarity (positive and negative). The results of this study show that the opinions of the customers were different depending on channels such as VOCs and external channels. Therefore, the collected data through VOC as well as external channels should be used in order to reflect the opinions of customers. In particular, this paper confirms that the results of one channel may vary depending on the channel characteristics even for the same channel. This confirms that collecting voc only on certain channels may differ from what real customers require. Therefore, data collected through VOCs as well as external channels must be used to reflect various customer feedback.

A saccular aneurysm is a localized, pouch arterial abnormality, Varous kinds of experimental saccular aneurysm models have been developed to treat aneurysms, and more effective ways to create aneurysm model is also needed. This study aims to compare aneurysm models induced by either porcine pancreatic elastase or papain from papaya latex. Eleven New Zealand white rabbits were divided into three treatment groups: normal saline (n=3), papain (n=4), and elastase (n=4). The right common carotid artery was selected as the aneurysmal site, and the respective substance was incubated for 20 minutes. No neurological signs occurred after operation. Hematoxylin-eosin (H&E) staining and modified elastic trichrome stain were performed 2 weeks after the procedure for pathological analysis. Histological findings for the control group showed normal vascular wall structure, normal elastic fiber, and no signs of inflammation. In samples of the papain group, the vascular walls were damaged and the endothelium was detached. Most of the elastic fibers were destructed. All samples of the papain group showed elastic fragmentation. In the elastase group, all samples showed severe inflammation and destruction of the vascular structure. There was also an elastase-induced sterile abscess. These findings indicate that elastase does not induce stable aneurysms at a dose of 1 mg because of excessive inflammation and destruction of the vascular structure. Elastase induces inflammation and apoptosis which results in the vascular wall to weaken before an aneurysm is formed. Papain at the dose of 1 mg, in contrast, seems to be a suitable candidate for enzymatic aneurysm models in the rabbit.

본 연구는 부모의 스마트폰 중독이 유아의 놀이성에 미치는 영향에서 유아의 스마트기기 이용수준의 매개효과를 밝히고자 했다. 이를 위해 만 3∼5세 유아와 그들의 어머니 259명을 대상으로 설문조사를 실시하였다. 수집된 자료는 R version 3.5.1과 Mplus Version 7.4 Base Program Single-User을 이용하여 분석했다. 본 연구의 결과는 다음과 같다. 첫째, 부모의 스마트폰 중독은 유아의 놀이성에 부적인 영향을 미쳤으나 유아의 미디어기기 이용수준에는 정적인 영향을 미쳤다. 그리고 유아의 놀이성에 대해 유아의 미디어기기 이용수준은 부적인 영향을 미쳤다. 둘째, 부모의 스마트폰 중독과 유아의 놀이성의 관계에서 유아의 미디어기기 이용수준도 부분 매개역할을 하는 것으로 나타났다. 본 연구결과는 스마트 기기를 사용할 수밖에 없는 현대인의 삶에서 유아의 스마트기기 이용 수준이 유아의 놀이성에 긍정적인 영향을 미치는 주요한 요인임을 시사한다.

Introduction The fashion business is known as one of the major industries that is suffering from rising concerns about the consumption of its product, which led to a reorganization of the fashion supply chain to become more sustainable three decades ago. The interest in the concept of sustainability and demand for sustainable marketing activities is gradually growing in the fashion industry due to the negative image and press it receives. Within the luxury fashion segment, the three main themes that are recognized to contribute to sustainability are exclusivity, craftmanship and limited production. However, luxury brands are increasingly shifting their attention and commitment towards environmental and social issues to be incorporated in the concept of sustainability. Yet, the majority of consumers has little understanding or misunderstands the concept of sustainable fashion and marketing, which leads to a gap between attitudes towards sustainability and actual behavior. As a result, fashion brands are trying to leverage their brand by making sustainability a key marketing strategy to raise awareness about social, environmental, economic and cultural issues. Extant research has not explored this recent trend to understand how consumers evaluate fashion brands with a sustainable marketing communication, especially in the context of luxury brands. This study investigates how luxury and mass fashion brands can utilize sustainable marketing contents in social media communication to reach their target group and enhance their equity with sustainability associations. Theoretical Development Associative network models of memory have served as a fundamental framework for a wide range of studies related to the formation and transfer of associations. According to associative network theory, brand knowledge is represented in form of an associative network of memory nodes connected to each other. Nodes are activated when cues, such as advertising, are presented. Mere exposure to cues was shown to be sufficient to active associations and facilitate association transfer. While brands are continuously attempting to make use of associative power to leverage brand equity, extant research has provided compelling reasons to accept that association transfer can also result in brand dilution when a retrieval of conflicting or negative associations occurs. Especially in the context of luxury brands consisting of very unique associations and being different from mass brands in many regards, managing the brand’s associative network is a crucial task in order to send the right signals to consumers and maintain exclusivity. This study investigates how social media communication of different sustainability dimensions affects brand attitude and how it ultimately impacts behavioral outcomes in an attempt to build brand equity for mass and luxury fashion brands. Method and Data The hypotheses are tested with 273 respondents who participated in an online experiment. They were first asked to state their involvement with the category fashion. Subsequently, subjects were presented with a brand post either for the mass or luxury brand including claims related to one of the four sustainability dimensions or no claims for the control group respectively. The experiment consisted of a 2 (brand: mass or luxury) x 5 (sustainability dimensions: none, cultural, economic, environmental, social) factorial design. The measures that followed included attitudinal as well as behavioral constructs related to the brand, sustainability as well as social media use. Analysis of covariance is applied to test for main effects and interaction effects. Summary of Findings This study provides evidence that social media communication of a sustainable brand affects the purchase intention of consumers. The findings indicate a significant difference between the mass and the luxury brand used for this study. The mass brand exhibits the potential to leverage associations with cultural, economic, and environmental sustainability. However, the results only reveal a marginally significant higher purchase intention when cultural sustainability is communicated compared to when the brand does not provide any sustainable associations. In contrast, the luxury brand suffers from significant brand dilution across all four sustainability dimensions resulting in a decline in purchase intention. Key Contributions The findings reveal that sustainability communication exerts a diverging influence depending on the type of brand that is involved. This study suggests that mass brands are able to benefit from sustainability communication in an attempt to leverage brand equity. However, for a luxury brand this type of associations rather presents a liability that might dilute the brand. The findings of this study provide important insights for brand managers. Since mass brands are currently increasing efforts into sustainable communication in the fashion industry, the results suggest that this might be a promising investment. However, luxury brands are advised to carefully manage the communication of salient content related to sustainability as it might harm the invaluable and unique associations inherent in a luxury brand.

The purpose of this study is to examine how a “paring” of a sponsoring brand with wellmatched products in a branded content (e.g., branded entertainment content and/or commercial) possibly leverages consumers’ attitude toward the sponsoring brand. For instance, to maximize the perceived benefit and desirability of their product, Guinness previously portrayed their product along with foods, such as oysters, steaks, and cheese, that would all be much better if consumers enjoyed it with a bottle of Guinness. We refer this type of practice as a “paring strategy,” another form of Leveraged Marketing Communications (LMC), and aim to explore how such paring practice successfully benefits the brand through association. In this context, this study shows a) a proportion of a sponsoring brand and a paring product portrayed in a content (e.g., 20/80 vs. 80/20), b), the attribute of the branded content (desirability vs. feasibility orientation), c) the demonstration natures of the paring strategy (integrated vs. sequential) creates association between a sponsoring brand and matching products, and amplify the perceived benefits of the sponsoring product. Finally, this study aims to explore the moderating role of consumer’s general tendency of processing style (holistic vs. analytic) in the effect of paring strategy.

Introduction Existing studies have revealed various value systems’ relationship to consumer behavior. The factors that have been shown to explain consumer behavior include basic values (e.g., Rindfleisch, Burroughs, & Wong, 2009), consumer worldview (e.g., Saatcioglu & Ozanne, 2013), the dominant ideology of society (e.g., Juhl, Fenger, & Thøgersen, 2017), and political ideology (e.g., Jung, Garbarino, Briley, & Wynhausen, 2017). In this study, we attempted to identify a new, overarching construct that captures individuals’ socioeconomic worldview and then to investigate its impact on consumer behavior. In doing so, we developed a neoliberalism scale and investigated how it relates to consumption-related factors. This neoliberalism construct encompasses individuals’ perspectives on various dimensions, including profit centrism, government intervention, welfare, and self-development. Theoretical development Neoliberalism, as used in this construct, is defined as one’s tendency to support economic liberalizations (e.g., free trade, open markets, financial liberalization, deregulation, globalism, privatization, and private-sector enhancement) and the government’s powerful ruling and legal enforcement to reinforce them even at the expense of significant demographic processes. However, neoliberal individuals otherwise tend to consider the government and political system to be much less efficient and much more oppressive than the competitive market and private sector are. Additionally, they strive to manage everyday life strategically, as if they were innovative entrepreneurs. These individuals believe that one’s success largely depends on his or her own merits and efforts, and thus that inequality or unequal compensation is inevitable in order to achieve efficiency, economic growth, and moral justice (e.g., Peck & Tickell, 2007; Steger & Roy, 2010). Methods We distributed our survey to 374 adults (187 female) who are recruited through a market research firm’s online panel in Korea. Participants’ education levels were as follows: those who have only graduated from high school or have yet to graduate from high school = 20.9%, those who are current college students or have graduated from college = 66%, post-college graduates = 13.1%. Based on the literature on neoliberalism, we generated 54 items to measure neoliberalism tendencies. We initially created 12 dimensions, each of which included between four and six items. The dimensions included belief in economic growth, opposition to government intervention, belief in the inefficiency of the government, opposition to labor unions, opposition to policies that favor the majority, hostility toward social welfare, belief in the need to protect private property, support for globalization, interest in time management, elitism, interest in self-development, and interest in wealth management. We adapted our measures from existing scales, except for perceived social mobility and perceived social inequality, which were measures that we created. We measured long-term orientation (Bearden, Money, & Nevins, 2006), the perceived importance of achievement (Burroughs & Rindfleish, 2002), community values (Burroughs & Rindfleisch, 2002), political cynicism (Kaid, 2002), political liberalism (Mehrabian, 1996), life values (Schwartz, 1992), materialism (Richins, 2004), consumer values (Sánchez-Fernández, Angeles Iniesta-Bonillo, & Holbrook, 2009) and impulsive buying behavior (Rook & Fisher, 1995). Results Using the data from 374 respondents, we conducted an exploratory-factor analysis to examine the factor structure of our neoliberalism scale. The exploratory-factor analysis used a principle-component method with direct oblimin rotation, and the criterion of eigenvalue greater than 1.00 generated an 11-factor solution. This factor solution accounted for 59.83% of the total variance. This study employed the following three criteria to retain factors and items: (a) items with factor loading greater than .4, (b) factors with at least three items, and (c) items that do not cross load on the other factors. The results yielded 32 items that comprise seven factors: interest in economic development, hostility toward welfare, interest in wealth management, distrust in government ability, opposition to labor unions, support for the protection of private property, and interest in self-development. We ran an another exploratory-factor analysis using the same methods and items as before, which confirmed that those items loaded well for the seven factors, explaining 59.37% of the total variance. Each factor—hostility toward welfare, interest in self-development, distrust in government ability, interest in economic development, opposition to labor unions, interest in wealth management, and support for the protection of private property—was found to account for 24.08%, 14.11%, 5.12%, 5.01%, 4.27%, 3.40%, and 3.30% of the total variance, respectively. Additionally, the reliability (Cronbach’s alpha) of each factor was as follows: hostility toward welfare = .87, interest in self-development = .83, distrust in government ability= .62, interest in economic development = .68, opposition to labor unions = .76, interest in wealth management = .75, and support for the protection of private property = .67. Finally, we created the neoliberalism index by averaging these seven factors. There was a significant difference in how survey participants responded to the five factors of the neoliberalism construct used in this study—namely, interest in economic development, interest in self-development, opposition to labor unions, hostility toward welfare, and support for the protection of private property. In general, support for those five factors tended to increase with the age of the individual, such that participants over 50 years old appeared to place the most emphasis on the importance of economic development, self-development, and the need to protect private property, while showing more unfavorable attitudes toward labor unions and government welfare policies compared to younger age groups. Overall, neoliberalism index, which is the average of all seven factors, also demonstrated similar patterns. People seem to agree more with neoliberal values as they age. We examined the correlation between the neoliberalism index and related measures such as perceived social inequality, perceived social mobility, and long-term orientation. Our data revealed a significant and positive correlation between neoliberalism and perceived social mobility (r (372) = .35, p < .01), and neoliberalism and perceived social inequality (r (372) = .23, p < .01). Neoliberal individuals are likely to perceive the society to which they belong as relatively equal and to believe that they can achieve a satisfactory social status as long as they strive to do so. This tendency is well explained by the significant correlation between neoliberalism and long-term orientation (r (372) = .47, p < .01), that of neoliberalism and the perceived importance of achievement (r (372) = .39, p < .01). Neoliberal individuals’ positive attitudes toward their future status appear to encourage them to work diligently for their future achievements and to improve their status. In contrast, a significant correlation with political cynicism (r (372) = .27, p < .01) indicates neoliberal individuals’ distrust in government. It can be also inferred that neoliberal individuals are politically conservative, given that neoliberalism is negatively correlated to political liberalism (r (372) = -.29, p < .01). Finally, this index is positively correlated to community values (r (372) = .32, p < .01). Furthermore, our neoliberalism index was correlated with Schwartz’s general life values (Schwartz, 1992), including efforts toward self-enhancement (r (372) = .41, p < .01), openness to change (r (372) = .28, p < .01), efforts toward self-transcendence (r (372) = .32, p < .01), and interest in conservation (r (372) = .45, p < .01). Highly neoliberal individuals may strive to develop themselves, seek interesting and stimulating experiences on their own, tend to be altruistic, and conform to what has been established. Given that politically conservative individuals have been considered to be less altruistic and less open to change, the current results, which contradict prior assumptions, seem to indicate that neoliberalism is very different from conservatism. Our data indicated that there is a significant correlation between neoliberalism and the five dimensions of consumer values—namely, efficiency (r (372) = .26, p < .01), quality (r (372) = .37, p < .01), social values (r = .30, p < .01), play (r = .27, p < .01), aesthetics (r = .32, p < .01), and materialism (r = .16, p < .01). Individuals with neoliberal views are likely to consider various factors prudently in choosing products and proper places to shop. What matters to them in their consumption would be satisfactory shopping experiences as a whole rather than just the quality of the products for which they shop. It is interesting to note that highly neoliberal individuals are likely to value possessions. Given the significant correlation between neoliberalism, social mobility, and inequality, neoliberal individuals may believe that they can be like others who achieve a better status than they have and perceive that having more possessions is an efficient tool for acquiring a higher social status. Impulsive buying behavior was not significantly correlated with neoliberalism. Self-development, one of the seven dimensions of this neoliberalism construct, is closely linked to an emphasis on efficient time management and self-control. Neoliberal individuals are likely to be more thorough and careful in their decision-making and consumption behavior. Thus, it is not surprising to observe an insignificant relationship with impulsive buying behavior. Discussion We attempted to determine if individuals’ worldview could explain consumption-related phenomenon such as the extent to which they value possessions. The data supported the prediction that neoliberalism is closely linked not only to basic human values (Schwartz, 1992), but also to consumption phenomena, including materialism (Richins, 2004) and consumer values (e.g., Sánchez-Fernández, Angeles Iniesta-Bonillo, & Holbrook, 2009). Although we were unable to make clear casual inferences from correlational findings, our results shed light on future research in the field of materialism and other consumerbehavior phenomenon using this neoliberalism construct. Experimental manipulation of neoliberal tendencies would generate more intriguing results.

This research examines how price discount, message assertiveness, and national culture interact to influence consumers’ response to the recycling messages on product packages. Results showed that American consumers respond more negatively to assertive (vs. nonassertive) recycling messages when paying a full price for the product, but they respond more positively to assertive (vs. nonassertive) messages when paying a discounted price for the product. For South Korean consumers, price discount and message assertiveness do not influence their responses to recycling advertising.

Introduction Recently global luxury brands have put their effort into strengthening their businesses online. This can be seen as an effort to overcome their stagnant growth by focusing on steeply increasing online markets as their target. In the midst of global recession, online luxury brands have continued to show rapid growth each year. Bain & Company (2017) has forecasted offline growth of global luxury brands at the annual average growth of 2~3% by 2020 while the online markets would show the average growth of 15% annually by 2020. Moreover, due to the expansion of importers with official copyright to the online sales and stabilization of e-payment system, online markets have gained consumer trust leading to the increased rate of consumers purchasing luxury brand online more. McKinsey Consulting (2017) has forecasted online sales of luxury brand would reach up to 28% of the total sales by 2025. Reflecting such expectations, luxury brands are in the process of proposing multiple channels of online sales and communicating through Social Network Service (SNS) marketing as their core strategies. As consumer usage of SNS, such as Facebook, tweeter, or Instagram, have increased, so the value of consumer toward luxury brands has changed. Since the introduction of the standing characteristic of social media-communication to the luxury brand market, the luxury brands not only became a privilege of the high minority group but also became available for anyone to easily purchase with absolute information availability of price, quality, location, etc. Theoretical Development Consumers are using social media sites to search for information and deviating from traditional media (e.g., television, radio, and magazines) (Mangold and Faulds 2009). The emergence of social media has changed communication method from one-way communication to multi-dimensional, two-way, peer-to-peer communication (Berthon, Pitt, and Campbell 2008). Social media platforms offer a chance for brand to familiarized interact with consumers. Also, consumer can be interacted with another consumer through social media. The most important factor for luxury brands to establish an online business strategy is communication with their consumers. Luxury brands that are most accustomed to communicating with their limited consumers in their offline stores providing high quality services, it is inevitable for them to fear the lack of face-to-face interaction with their consumers in online markets. Social media began to serve the luxury brands as the alternative communication channel within the online markets. Moreover, social media has proven effective in drawing consumer’s voluntary Word of Mouth(WOM) since social media interaction is important motivation for consumer to creating user-generated contents (Daugherty al., 2008). The social media provides the consumers with a platform to meet and communicate with others with similar interests in specific brand goods and services that makes target marketing easier than before (Muntinga et al., 2011). Furthermore, the social media platforms provide the consumers with restriction-free comments on a certain brand to other interested parties, the users voluntarily taking the role of eWOM (Kim & Ko, 2012; Vollmer & Precourt, 2008). Luxury brands also seek to take this advantage of social media. The extent of spreading word of mouth is at the most viral through social media platforms, influencing the consumer’s purchasing behaviors to a great extent as proven in many previous researches (Lau and Ng 2001; Nabi and Hendriks 2003). Thus, the purpose of this study is to examine the impact of the consumer’s multidimensional value towards luxury brands on social media WOM intention and purchase intentions at the same time. Moreover, through extensive literature review with qualitative interview on consumers’ perceived value on luxury brand/product, consumer value dimensions on the luxury brands are categorized into six value factors (e.g. conspicuous value, status value, materialistic value, hedonic value, uniqueness seeking value, price-quality perceptions). Research Design The study conducted a thorough literature review and focus group interview to develop a comprehensive model of understanding the importance and dimensionality of customer value on luxury brand. After analyzing qualitative data on consumer value perception on luxury brands/product, online survey was performed using a customer sample in the United States. A web-based online survey was conducted using an online research panel service. After filtering and cleaning data collected, a final usable sample of 287 were analyzed to test hypothesized model. Measures for luxury brand on perceived values (including conspicuous value, status value, hedonic value, materialistic value, uniqueness seeking value, price-quality perceptions), social media word-of-mouth intention, and purchase intentions for luxury products were rated on a 7-point Likert scale ranging from strongly disagree to strongly agree. Result and Conclusion The result show that the relationship between conspicuous value, hedonic value, uniqueness and price-quality perceptions with social media WOM were found to be significant impact. However, social media WOM were not affected by status value and materialistic value of luxury brand. Conversely, status value and materialistic value had a considerable influence on purchase intention for luxury brand online. And social media word-of-mouth had a significant positive effect on consumer purchase intentions for luxury brand. In the era where digital importance is at its peak, the expansion of the luxury brands to online business has become requirements and not optional consequences. It is not easy for luxury brands with their unique styles and identity, as well as high brand awareness to settle in an online market where variety of lifestyles and cultures coexist. For this reason, the study on the multidimensional consumer value on luxury brands holds its contribution to the academia and industry practitioners. This study empirically examines the influence of consumers’ perceived multidimensional value on the luxury brands to WOM and purchase intentions through social media. This paper has revealed that the consumer’s WOM intention on luxury goods does not necessarily correlate with the purchase intention. However, the consumer who has developed WOM intention through social media has shown to possess positive influence on the purchase intention. This results also indicated the importance of the exposure of the unique luxury brand image by the luxury brand managers to the social media in order to generate voluntary consumer WOM. Furthermore, in order to increase their social status, the necessity of online consumer community for sharing their special experiences is ever more present. Such online consumer community would serve to expand the communication channel between the brand and the consumers, thus leading to increase intimacy between two parties. The study was carried out to the American consumers; following study should be carried out to Chinese consumers or developing countries where luxury brands are exposed to the rapidly growing luxury brand markets. Moreover, an in-depth study on strengthening effective marketing strategy by segmenting consumer value on luxury brands should be conducted consequently.

The purpose of this study was to investigate whether static stretching or Thera-band stretching of hamstrings is more effective in improving the flexibility of hamstrings. A total of 40 participants performed stretching 3 times a week for 4 weeks, and a sitting trunk flexion meter was used to measure the flexibility of the hamstrings. Differences in hamstring flexibility before and after the application of static and Thera-band stretching were analyzed, and differences between the stretching methods were also analyzed. As a result, hamstring flexibility increased significantly after the static stretching program (p=.000), and also increased significantly after the Thera-band stretching program (p=.000). Although both programs were effective in improving hamstring flexibility, but there was no significant difference between the two groups (p=.058). Therefore, static stretching and Thera-band stretching are effective interventions to improve and maintain hamstring flexibility.

This study was carried out to investigate the management characteristics and growth performance of L. edodes from the cooling stage to incubation. Bags of different heights and weights are available for bagging. When the medium size of 17x13 cm was used and the size of the inoculation hole was changed from 1/3 to 2/3, the browning period was shortened to 30 days. Mycelial growth was evaluated according to the cooling temperature after sterilization. It was observed to be the highest at 122 mm/15 days at 10 °C and 114 mm/15 days and 117 mm/15 days at 15 °C and 20 °C, respectively. The contamination rate of the sawdust media before inoculation was measured as 0, 4.5x10, 1.3x102, 4.0x103 cfu at 5 °C, 10 °C, 15 °C, and 24 °C respectively. The average of 1.6x108 colony forming units (cfu) of microorganisms was observed in the sawdust that had been piled for six months outdoors. In summer, the sawdust has to be used immediately after mixing. The sterilized medium had an average of 4x103 cfu of microorganisms at 24 °C and 1.3×102 cfu at 15 °C. After 15 days of inoculation in vitro, the growth conditions of the sawdust was the best at 132 mm, followed by grain and liquid. When inoculated with liquid spawn, the moisture content of the substrate should be adjusted between 50% and 55% in advance.