The key objectives of the research is to examine the impacts of consumption community and underlying motivations for joining consumption communities in consuming masculine products among Korean female consumers. This study is the first to link a consumption community to social identity theory. To find an answer to our research questions, the study uses Korean Harley Davidson female riders who ride the American heavy motorcycle in a consumption community to answer the research questions. Harley Davidson is an icon of masculine products due to the size and the powerful engine of the motorcycle. A hermeneutic approach is adopted to understand Korean female consumers’ motivations in joining consumption communities and their perceptions about riding a Harley Davidson motorcycle. A hermeneutic method uses personal in-depth interviews to elicit the behaviors, values, and motivations that researchers are trying to understand (Kozinets, 2001; Thompson et al., 1994). The hermeneutic method is appropriate when researchers are attempting to understand motivations, values and beliefs deeply embedded in a person’s mind (Thompson et al., 1994).

This study was performed to investigate the characteristics within ages and freezing tolerance of spermatozoa in Jindo Dog. Experimental animals were selected 12 herds within 1～8 year’s old and collected semen for 2 times in a week. Collected semen was evaluated whole volume and sperm number with CASA system (SIAS, Medical Supply, Korea). Then seminal plasma were separated and diluted with modified Tris-egg yolk extender and added 4, 6 and 8% glycerol for 4 times to final concentration and equilibrated for 1.5 hrs. Before and after freezing, equilibrated semen were evaluated the survival rates. Total volume of sperm at 1～2 year old group is as 5.2×108 cells/ ml largest and there were no significance among groups. The motility of 1～2 year old group is highest as 90.9% and there were significance among groups. Abnormal sperm showed similar among groups. The survival rate in terms of pre-freezing and post-freezing were decreased all levels of glycerol and reveled 87.0% to 64.5% in 4%, 87.5% to 51.9% in 6% and 73.4% to 29.7% in 8%, there were significant difference among the groups (p<0.05). These results suggest that the optimal sperm-freezing methods in Jindo Dog are utilized with modified Tris egg-yolk extender with 4% glycerol and were improve the reproductive activity by these methods.