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).

In consideration of the existing eco-friendly marketing research, it is only focusing on the type and characteristics of eco- friendly consumers. Therefore, in order to carry out more systematic and comprehensive eco-friendly marketing research, it is necessary to complement the comprehensive model that examines the mechanism by which the leading variables of the enterprises factors affecting consumer’s eco-friendly consumption behaviors. In this research, based on previous studies and literature considerations, it tries to present a research model that the core benefits and relational benefits of the retail store which is the advantage of VMD affect eco-friendly consumption behavior through consumer's implicit and explicit motivation. And, considering the environment, this study assumes the regulatory role of the perceived risk on the environmental problems under the relationship between green consumption motive and consumption behavior. The purpose of this research is as follows. First, it clarifies the influence of the benefits of eco-friendly VMD in fashion retail stores on the eco-friendly consumption motive, which is a psychological factor of consumers, as a leading variable of corporate factors affecting consumers’ green consumption behavior. The core benefits and relational benefits provided by eco-friendly VMD will identify differentiated impacts on consumer motivation, which is a psychological factor that drives green consumption behavior. Second, the types of motivations that cause eco-friendly behavior are classified into explicit motivation and implicit motivation, and this study tries to find out which type of motivation better predicts eco-friendly consumption behavior. Third, it tries to verify the moderating role of environmental perceived risk in the relationship between explicit motivation, implicit motivation and green consumption behavior. By further organizing the theme of eco-friendly marketing research, this study has its academic significance in that it derives a comprehensive model, moderating consumers’ green consumption behavior regarding eco-friendly marketing stimulates. It reveals the mechanisms that affect green consumption behavior backed by fashion retail stores where consumer buying behavior actually takes place. Based on this research, it is expected that subsequent studies of a more fragmented viewpoint for fashion retail stores’ eco-friendly marketing will be developed that will give consideration to consumers' green consumption behavior. Practically, the results of this research can be utilized very conveniently. In a practical dimension, if it becomes possible to thoroughly understand the mechanism by which eco-friendly VMD stimulation leads to green consumption behavior, retailers are possible to formulate an environmental marketing strategy peculiar to the target market segment. From a socio-policy perspective, retailers can encourage consumers' eco-friendly consumption by giving a stimulus of VMD to them. Moreover this study will promote companies to develop and manage healthier and more sustainable products.

This study explores the moderating role of perceived sponsor motive and event-self congruence on the relationship between event-sponsor congruence and attitude toward sponsor in CSR advertisingcampaigns. A scenario based 2 (event-sponsor congruence: high/low) ⅹ 2 (perceived sponsor motive: selfish/altruistic) ⅹ 2 (event-self congruence: high/low) between-subjects design experiments are conducted for the test of hypotheses. According to the results of ANCOVA, consumers' perceived sponsor motive and event-self congruence are shown to moderate the effect of event-sponsor congruence on consumers' attitude toward sponsor. And, when the consumer perceives sponsor motive as ‘altruistic’ and event-self congruence as ‘high’, the difference of attitude toward sponsor between the high group and low group of event-sponsor congruence perception is the lowest.

Escape pattern of the ambrosia beetle Platypus koryoensis (Murayama) based on individual gallery was investigated. The survey was conducted in four oak forests located in Chuncheon, Hanam, Paju and Seongnam, and escape patterns from individual gallery were surveyed using emergence trap attached at the entrances of galleries formed in 2010. The number of adults caught in each trap was periodically counted from May 2011 to September 2012. The adults ambrosia beetle was caught over two years after infestation. The escape patterns in the first and second year after infestation showed different types; in the first year, escape of adults from gallery was observed one or two times whereas escape from gallery was observed two times in the second year with variation in aspect of escape density and timing. Moreover, variations in escape pattern between trees or between galleries in the same tree was observed. Colonization success rate in living tree was higher than that of dead tree, but the number of progeny per gallery in living tree was lower than that of dead tree. Colonization success rate in the galleries of second year was lower than that of first year, but the number of progeny per gallery of second year was higher than that of first year.

An ambrosia beetle, Platypus koryoensis, is a vector of Raffaelea quercimongolicae that is known to cause Korean Oak Wilt (KOW), one of the serious threats to forest healthy in Korea. To manage P. koryoensis properly, it is necessary to clarify flight period of the adult. This experiment was conducted to elucidate the relationship between temperature and the flight period based on field observation in three forests consisted of Quercus mongolica from 2007 to 2009 except winter season. Date of flight period for 50% (FP50) was estimated by the cumulative Weibull distribution model based on cumulative proportion of the adult density and air temperature. Relationship between site temperature and the date of FP50 of P. koryoensis was the most significant when temperatures below 6.5℃ were excluded, suggesting lower threshold temperature for the flight period based on the site temperature. The pooling cumulative proportion of flight period against degree days was well described by the degree-day model, which has explanatory power for the 89% of year and site variation in the flight period and predicted accurately the flight pattern in 2011.

Spatio-temporal distribution pattern of an ambrosia beetle, Platypus koryoensis (Murayama) which is vector of Raffaeleaquerci-mongolicae K.H. Kim et al, a causative agent for Korean oak wilt (KOW) was examined in the stand level. Spatial distribution of P. koryoensiswas influenced by their density. Relationship between degree of aggregation and density was positively correlated when the density was extremely low or high whereas the relationship was reverse when the density was intermediate. Patch of P. koryoensis formed around or near dead trees or partial dead trees, suggesting these trees indicated epicenter of P. koryoensis. Fraction of trees attacked by less than 100 individual of P. koryoensis in the stand per year increased abruptly whereas fraction of trees attacked over 1,000 individuals of P. koryoensis increased gradually. Our results showed that the dead trees would be an epicenter of P. koryoensis and the number of trees killed by the ambrosia beetle would be reduced by lowering total population of the ambrosia beetle around the epicenter.

The first occurrence of oak wilt disease(OWD) in Korea was reported in 2004 and a Platypodid beetle, Platypus koryoensis, was known to contribute significantly the occurrence of the disease. To reduce the oak wilt disease, it is necessary to control density of P. koryoensis under injury level. This experiment conducted to clarify the flying period of adult P. koryoensis. Four forests containing dead trees by OWD were selected and the location of the experimental sites were Mt. Surak in Seoul, Goyang-si, Paju-si in Gyeonggi-do, Hongcheon-gun in Gangwon-do. Sticky trap or vertical multi-funnel trap was settled on Quercus mongolica trees located in infested forest. Density of P. koryoensis was survey with one or two week interval from May to October in 2007 and 2008. The number of the beetle collected by the vertical trap and sticky trap was positively correlated (r2=0.69). The optimum flying period of the beetle was ranged from late June to late July with geographical variations.

Persimmon is a plant that is native to the Republic of Korea. It leaves are rich in antioxidants and minerals. This study set out to investigate the moisture, color, vitamin C, and mineral contents of five of the most common Korean persimmon leaves (‘Sangju-dungsi’, ‘Sangam-dungsi’, ‘Cheongdobansi’, ‘Gabjubaekmok,’ and ‘Suhong’), and how they varied with the applied drying technique (freeze-drying or hot-air drying at 100℃ for 30 min) and harvesting time (late May or late June). Persimmon leaves were first collected, and then blanched and dried. Our results revealed that freeze-drying was the most effective method in terms of the mineral content, while no significant difference in the vitamin C content was observed regardless of the drying method. The concentration of Mg, Ca, K, and Mn increased from May to June, while the opposite trend was observed for Na, Fe, Cu, and Zn. Persimmon leaves collected in late May had a higher vitamin C content than those harvested in late June. Ultimately, the ‘Sangam-dungsi’ persimmon leaf was found to have the highest mineral content, whereas ‘Gabjubaekmok’ leaves were richer in color (lightness, redness, and yellowness) and had the highest vitamin C content among the analyzed cultivars.

This study was conducted to investigate the effect of chlorine dioxide fumigation as a substitute for sulfur fumigation which has been used as a method to prevent the quality change of persimmon during storage and distribution process. Dried persimmons were treated with chlorine dioxide gas concentration (0, 15 30, and 45 ppm) and time (0, 15, 30, and 45 min) and microbiological changes, texture properties and color of the treated samples were investigated during storage at room temperature. Total aerobic bacteria, yeast and mold numbers after chlorine dioxide gas fumigation were decreased when compared with the control group. The inhibitory effects of total aerobic bacteria, yeast, and mold were observed during storage. The texture properties and color value of dried persimmons were not affected by chlorine dioxide gas fumigation concentration and time. There was no difference in quality between chlorine dioxide gas fumigation treatment group and control group. These results suggested that chlorine dioxide gas fumigation treatment can be utilized as a processing technique to secure microbiological storage stability of dried persimmons.

In order to investigate the utilization of the Omija (Schizandra chinensis Baillon) extract as a natural coagulant for manufacturing soybean curd, the quality characteristics of white (Baktae) and black (Seoritae) soybean curds, coagulated by the Omija extract or MgCl2, were evaluated. Crude protein (6.14±0.30 and 6.25±0.18%, respectively) and crude lipid (10.86±1.74 and 11.29±1.69%, respectively) contents of white and black soybean curds coagulated using the Omija extract were higher than those coagulated using MgCl2. Black soybean curds coagulated using the Omija extract showed higher L, a, and b values than those using MgCl2. The most abundant amino acid in white and black soybean curds coagulated using the Omija extract was arginine (3.74 and 3.71 mg/100 g, dry basis, respectively). The amounts of Ca, K, Mg, and Na were the highest in both soybean curds prepared with the Omija extract. The sensory evaluation (color, flavor, taste, texture, and overall preference) showed that white and black soybean curds coagulated using the Omija extract were more preferred than those produced using MgCl2. The results suggested that using the Omija extract as a natural coagulant agent could improve the quality and sensory characteristics of soybean curds.

아로니아의 활용성 제고를 위하여 건조방법에 따른 품질 특성을 비교한 결과, 건조과정 중 중량변화율은 진공동결 건조가 81.6%로 가장 많은 중량감소를 나타내었고, 수분함 량은 진공동결건조에서 가장 많은 수분이 감소하였으며, 건조 후 최종 수분함량은 진공동결건조에서 0.99%로 가장 낮은 함량을 나타내었다. 색도 측정결과, L*값은 건조방법 에 따른 큰 차이를 나타내지 않았으며, a*값과 b*값은 진공 동결건조와 냉풍건조에서 증가하였고, 열풍건조에서는 감 소하였다. 경도는 열풍건조에서는 건조 36시간 이후 급격 하게 증가하였고, 냉풍건조는 서서히 증가하다가 132시간 이후 급격하게 증가하는 모습을 보였다. 건조방법에 따른 품질특성으로 건조수율은 냉풍건조가 24.20%로 가장 높았 으며, 열풍건조 20.40%, 진공동결건조 19.41% 순으로 나타 났다. 일반성분은 생과에서 수분이 61.76%로 가장 높게 나타났으며, 조회분은 열풍건조에서 가장 높게 나타났고, 가용성무질소물, 조단백, 조지방은 진공동결건조에서 가장 높은 함량을 나타내었다. 건조방법에 따른 아로니아의 pH 는 3.84~3.92로 큰 차이가 없었으며, 당도는 동결건조 (6.57°Brix) > 열풍건조(5.37°Brix) > 냉풍건조(4.40°Brix) > 생과(1.07°Brix) 순으로 나타났다. 무기질 함량은 진공동 결건조에서 가장 높았으며, 주요 무기질은 K, Ca, Mg, Na인 것으로 나타났다. 아로니아에 함유된 당은 fructose, glucose 두 종류인 것으로 나타났으며, 진공동결건조가 20.59 g/100g으로 가장 높은 함량을 가진 것으로 나타났다.

오미자의 위생과 저장성에 관여하는 미생물(총 호기성 세균, 효모 및 곰팡이균)의 저감을 위해서 세척수 종류(물, ClO2, H2O2) 및 농도별 이산화염소수(ClO2 10 ppm, ClO2 15 ppm, ClO2 20 ppm, ClO2 25 ppm, ClO2 30 ppm)처리에 따른 세척시간(30~90초) 및 세척배수(×1~×4)을 달리 처리 하여 오미자 표면에 존재하는 총 호기성 세균수, 효모 및 곰팡이균수를 측정하였다. 오미자의 세척수 종류에 따른 미생물 균수 측정 결과, 세척하지 않은 구(control) 및 물세 척 처리구보다 이산화염소수 처리구 및 과산화수고 처리구 가 총세균, 효모 및 곰팡이 균수가 감소하였음을 확인하였 다. 이산화염소(ClO2)수를 이용한 오미자의 세척시간에 따 른 미생물 균수 측정 결과 총 세균과 효모 및 곰팡이는 이산화염소 농도 30 ppm 에서는 30초, 15 ppm에서는 60초, 10 ppm에서는 90초 처리시 검출되지 않았다. 또한 세척 배수에 따른 미생물 사멸 효과는 이산화염소 농도 30 ppm 에서는 ×1, 20 ppm에서는 ×2, 15 ppm에서는 ×4로 처리시 총 세균과 효모 및 곰팡이가 측정되지 않았다. 이런 결과로 미루어 보아 이산화염소수 처리구는 이산화염소수의 농도 가 증가하고 세척 배수가 증가함에 따라 미생물 저감화 효과를 확인할 수 있었다.

We investigated the quality characteristics of the Korean and American blueberry. There was a similarity between the general composition and sugar content of the Korean and American values. The pH values showed a low of 3.46 in American blueberries to a high of 4.49 in Korean blueberries. The L (lightness), a (redness), and b (yellowness) value scores of the American blueberry were higher than the Korean blueberry. The levels of total phenol content and DPPH radical scavenging abilities were 205 mg%, 93.48% in the Korean blueberry and 182 mg%, 84.32% in the American blueberry, respectively. The free sugar levels showed fructose 2,514 mg%, glucose 2,315 mg%, and sucrose 69 mg% in the Korean blueberry, while the free sugar levels of the American blueberry showed fructose 2,106 mg%, glucose 1,825 mg%. The contents of organic acid were lactic acid and tartaric acid in the Korean blueberry, while the organic acid in the American blueberry contained tartaric acid, succinic acid, oxalic acid, and lactic acid. The Korean blueberry has 12 kinds of free amino acids, while the American blueberry has 9 kinds of free amino acids. Furthermore, the Korean blueberry contains 390 mg% of total amino acids, which was higher than 32% in the American blueberry with 295 mg% of total amino acids. The fatty acid contents of the American blueberry (2,897 mg%) was higher than that of the Korean blueberry (2,783 mg%) as well as in the oleic acid, linoleic acid, and palmitic acid. The mineral contents of all the samples were P>K>Ca>Mg, respectively. Given the above results, the Korean blueberry bioactive chemicals or properties were thought to be somewhat higher than the American blueberry.