This study examines the impact of culture and humanity on new product evaluation in a global context. That is, examining the impact of culture and humanity on the evaluation of radically new products is a key to success in this competitive and saturated market. But very little research has examined how culture and humanity affect the radically new product evaluation both from functional design and form design perspective.

This study answers an important question for university social media advertising. Does processing fluency of the brand and brand identity (e.g., name, logo, symbol etc.) of the university affect the behavior intention of target customers for the university? The results show that name processing fluency (especially pronunciation), advertising processing fluency, brand awareness, brand value, and brand ranking significantly impact behavior intention. In addition, target audience’s individual social media behavior (e.g., general attitude toward the social media, frequency of social media use and involvement) explains the attitude toward the university advertising in social media.

감염병의 전파는 환자와의 접촉이 중요한 전파 경로이기 때문에 개인 차원에서의 활동 정보는 감염 위험성을 파악하는데 중요한 지표로 활용될 수 있다. 이 연구는 코로나바이러스감염증-19 (COVID-19) 확진자의 이동 특성을 파악하는 방안을 제시하는 것이 목적이다. 이를 위해서 시간지리학 개념을 적용한 지리적 시각화 프로토타입 환경을 구축하여 서울시의 코로나 확진자 이동경 로 데이터를 분석하였다. 지리적 시각화 프로토타입에서는 코로나바이러스감염증-19 확진자의 시간대별 방문 장소를 3차원 경로로 시각화하였다. 또한 방문장소별 방문시간과 체류시간은 정거장 개념을 반영한 원통으로 표현하여 확진자별 방문 장소의 중복 여부를 파악할 수 있었다. 이 연구에서 제안하는 시각화 방법은 다음과 같이 활용될 수 있다. 첫째, COVID-19 확진자 이동 자료의 시공간적 범위와 특성을 동시에 시각화함으로써 시공간적 이동 특성을 분석할 수 있다. 둘째, COVID-19 확진자 이동경로에 있는 정거장 시각화를 통해서 확진자 접촉가능 장소를 파악할 수 있다.

본 연구에서는 시각장애인이 시각 외의 잔존감각인 촉각, 청각, 후각을 활용하여 미술 작품을 감상하고 이해할 수 있도록 도울 수 있는 다중감각 인터랙션 기술을 제안한다. 나아가, 다중감각 인터랙션의 설계 적합성을 평가하기 위해 실제 시각장애인을 대상으로 다중감각 인터랙션 기술이 적용된 시스템을 통해 미술 작품을 감상한 경험에 대한 질적 인터뷰 기반의 사용자 테스트를 수행하였다. 사용자 테스트 결과, 미술 작품에 적용한 다중감각 인터랙션 요소 들은 전반적으로 시각장애인으로 하여금 미술 작품 감상 및 이해를 도왔으며, 나아가 다중감각 인터랙션을 통해 미술 작품을 감상한 경험이 만족스러웠다는 긍정적인 평가 결과가 나타났다. 반면, 일부 다중감각 인터랙션 요소는 미술 작품을 감상하는 동안 전혀 인지하지 못하였거나 오히려 미술 작품 감상에 있어서 혼란을 야기했다는 부정적인 평가 결과도 나타났다. 본 연구는 시각장애인의 문화예술 작품 감상의 접근성을 증진할 수 있는 기술적 대안으로서 비시각 다중감각 인터랙션의 구체적인 개발 방향성 및 가이드라인을 제공하는 데 기여하였다. 나아가, 시각장애인뿐 만 아니라 아동이나 노인과 같은 비시각장애인도 유니버설 인터랙션 기술을 통해 기존의 시각 위주의 단편적 경험을 넘어선 종합적인 감각적 경험을 할 수 있는 기술 기반을 구축하는데 기여할 수 있을 것으로 기대된다.

시각장애인들에게는 길 찾기 및 탐색이 어려운 과제이기 때문에, 이들의 독립적이고 자율적인 이동성 향상에 대한 연구가 필요하다. 그러나 기존의 점자 촉각 지도는 여러 문제점을 가지고 있다. 이를 해결하기 위해 기술의 발달과 함께 촉각 지도에 다른 인터랙션 방식을 더하려는 시도들이 존재해왔다. 본 연구는 이러한 흐름 속에서 새로운 대화 형 인터랙티브 촉각 지도 인터페이스를 개발하였다. 촉각 탐색을 하는 동안 사용자의 터치를 인식하여 음성 피드백 을 제공하며, 사용자가 음성 에이전트와 대화를 나눌 수 있고 이를 통해 관심 지점에 대한 정보나 경로 안내를 받을 수 있다. 사용성 테스트를 진행하기 위해 프로토타입을 제작하였으며, 실제 시각장애인들을 대상으로 프로토타입 사 용 후 설문 및 인터뷰를 통한 실험을 진행하였다. 점자를 사용한 기존 촉각 지도보다 본 연구에서 제작된 인터랙티브 촉각 지도 프로토타입이 시각장애인들에게 더욱 높은 사용성을 제공하였다. 시각장애인들은 본 연구의 프로토타입을 사용했을 때 더 빨리 시작 지점 및 관심 지점을 찾을 수 있었고 더 높은 독립성 및 확신을 가질 수 있었다고 보고하였다. 본 연구는 시각장애인의 지도 이용 및 경험을 향상시킬 수 있는 새로운 촉각 지도 인터페이스를 제시하였다. 실험에서 프로토타입의 개선 방향에 대한 다양한 피드백을 받을 수 있었다. 아직 개발 단계에 있기 때문에, 이를 반영한 후속 연구를 통해 이를 더욱 발전시킬 수 있을 것이다.

Emerging Asian markets such as China and India have drawn tremendous attention to marketing and consumer researchers in the past decades (e.g., Cayla & Eckhardt, 2008; Dong & Tian, 2009). The increasing purchasing power of the new middle-class Asian consumers attracted not only global brands but also local brands from the region. Previous studies on Asian consumers found that consumers are actively using Western brands to construct their modern or global identities (e.g., Dong & Tian, 2009). Other studies explored how regional or local brands redefine themselves in both regional and transnational markets (Cayla & Eckhardt, 2008; Wu, Borgerson & Schroeder, 2013). In this study, we employed a cultural approach (Cayla & Arnould, 2008) to examine how Asian brands mythicize themselves in the global marketplace through various storytelling and myth-making strategies. We compare and contrast the mythology and storytelling strategies (Boje, 1995; Lundqvist, Liljander, Gummerus & van Riel, 2013; Vincent, 2001) employed by three Asian consumer electronic brands, Samsung (South Korea), Sony (Japan), and Xiaomi Technology (China) and report our key findings in the following sections. In marketing literature, brand is defined as “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those other sellers” by the American Marketing Association (Keller, 2013, p. 2). In recently years, brands have been viewed as an integral part of contemporary popular culture (Cayla & Arnould, 2008; Hancock, 2009, 2013; Holt, 2004, 2006; Klein, 2001; Moor, 2007). Brands, like other cultural artefacts such as folklore, dance, songs, and costumes, have significant impact on shaping consumers’ everyday lives and influence on how they define their world

Many information sources have reported that celebrity endorsements of luxury fashion brands are considered one of the success factors that enhance the growth of luxury markets. Yet two contrasting views are held as to whether or not celebrity endorsements are necessary for luxury brands. One view in support of celebrity endorsements for luxury brands insists that the use of celebrities generally provides many beneficial advantages, serving as a good communication tool. Specifically, the celebrity endorsements are effective in increasing ad viewers’ attention, polishing brand images, introducing new brands, and repositioning existing brands (Erdogan, 1999), enhancing message recall (Friedman & Friedman, 1979), and generating favorable attitudes toward ads and brands (Atkin & Block, 1983). Above all, brands endorsed by celebrities often obtain high brand awareness, resulting in a rapid sales increase (Ruiz, 2008). In contrast, the other view is more concerned with the diminished luxuriousness that is overshadowed by celebrities, rather than realizing an immediate increase in sales (Dubois, Laurent, & Czellar, 2001). Celebrity endorsements in ads are expected to increase brand awareness and simultaneously reduce the brand rarity impacting a qualification for status, which is central to brand luxuriousness in particular (Berry, 1994). The publicly recognized brand names would draw more attention from average consumers than from rich consumers, as the wealthier are the less influenced by celebrity endorsements (Gaudoin, 2013). In addition, considering that luxury brands are already constructed with well-defined brand meaning and personalities, using non-celebrity endorsers with luxurious images would be as effective as using celebrity endorsers in terms of improving brand luxuriousness (Okonkwo, 2007). As such, celebrity-endorsed luxury branding strategies seem to be questionable, though they are popularly being adopted. The current study aims to reveal the overall effectiveness of the use of celebrity versus non-celebrity endorsers on consequential consumer evaluations and highlight the importance of congruence between the brand and the endorser (match-up).

The TMDL (Total Maximum Daily Load) has been used to determine the water quality target. LDC (Load Duration Curve) based on hydrology has been used to support water quality assessments and development of TMDL. Also FDC (Flow Duration Curve) analysis can be used as a general indicator of hydrologic condition. The LDC is developed by multiplying FDC with the numeric water quality target of the factor for the pollutant of concern. Therefore, this study was to create LDC using the stream flow data and numeric water quality target of BOD and T-P in order to evaluate the pollutant load characterization by flow conditions in Heukcheon stream. When it is to be a high-flows condition, BOD and T-P are necessary to manage. BOD and T-P did not satisfy the numeric water quality target for both seasons (spring and summer). In order to meet the numeric water quality target in Heukcheon stream, management of non point source pollutant is much more important than that of point source pollutant control.

According to the development of information technology (IT) and new media, customers’ needs have changed to seek not only high quality goods but also a differentiated service in retail stores (Lee & Shin, 2011). For this reason, fashion retail stores started to provide an interesting service by setting up an IT machine or a gadget in the stores. Thereby, customers can get the information or have a special experience while they shop fashion goods. IT shopping service is defined as using technology in retail stores to enhance interaction between retailers and customers. Retailers have tried several types of IT shopping services, which offer information or experience with a high or low level of technology. Informative IT shopping service provides various and useful information, which is related to each product such as size, color, contents, stock, location and fashion styling. Retailers use experiential IT shopping service as an emotional appeal that gives direct experience to customers in some way or other such as watching or acting in a virtual situation. Also, as technology develops, IT shopping services are embodied with diverse technology that are simple or complexity. Some are easy to use with one button and shows 2D images only, but some have a lot of contents such as video clips, SNS share service, showing 3D images, and implementing augment reality. We saw customer responses on the attributes of IT shopping service (informative vs. experimental) x technology level of IT shopping service (high vs. low) x fashion innovativeness/technology innovativeness (high vs. low) This study aims to see the effect of the attributes of IT shopping service and the level of technology on procedure satisfaction and outcome satisfaction, and the moderating effect of perceived enjoyment and perceived complexity. Furthermore, this study will see whether these effects affect visit intention. In this study, the experimental design was adopted as the main methodology, and a total of four stimuli types were selected: 1) informative x high technology 2) informative x low technology 3) experiential x high technology 4) experiential x low technology. The common element, which all types of stimuli have, is a digital touch screen since it is a general equipment nowadays, and the common fashion good for all types is a black blazer. The type of informative service only has the information (size range, color assortment, contents, stock) about selected fashion good with its image. High technology in informative service shows the image with 3D simulation that can help to see 360° of the blazer, and styling tips including a video clip. Moreover, it helps to share the information with friends via SNS. Low technology in informative service only shows a front side of the blazer and presents a store map for customers to find a product they want to try. The types of experiential service draw customer participation providing a picture of customers that are trying on clothes. Experiential service use augment reality (AR) as a high technology and take the back side of customers picture as low technology. For the manipulation check, 18 graduate students in total viewed for each type, and the total sample comprises 387 college students via survey instrument. All hypotheses were tested using AMOS and SPSS 18.0. The main findings of this study are as follows: depending on type of the attributes of IT shopping service and the level of technology affect perceived enjoyment and perceived complexity differently, and there were significant mediating effect of perceived variables toward IT shopping service on procedure satisfaction, outcome satisfaction, and visit intention. Implications for usefulness and role of the IT shopping service in fashion retail stores are provided. And also, limitation of this study and future study are suggested.

Background : Cellular oxidative stress as reactive oxygen species (ROS), whether produced endogenously as a consequence of normal cell functions or derived from external sources, pose a constant threat to cells living in an aerobic environment as they can result in severe damage to DNA, protein, and lipids. The effects of Valeriana fauriei extract and fractions on hydrogen peroxide-induced neuronal cell damage are studied. Methods and Results : Oxidative stress plays an important role in the pathological process of neurodegenerative diseases. Valeriana fauriei extract (VFE) and EA fractions (VFEA) was investigated total phenolic contents using method. VFE of total phenolic contents had 2.54 ± 0.01 mg/g, also, VFEA had a 18.78 ± 0.03 mg/g. High phenolic content of the VFEA is expected to better the inhibition of oxidative stress. VFE and VFEA were experimented to inhibit ROS induced 200 μM 3-morpholinosydnonimine (SIN-1). VFE of inhibit SIN-1 induced-ROS dose dependently and signficantly. In addition, VFEA inhibition was also dose dependant and significant. Moreover, The treatment of SH-SY5Y and SK-N-SH cells with VFEA significantly reduced hydrogen peroxide-induced generation of intercellular ROS. Conclusion : From the above results, we may suggest that VFEA might have useful as a material for functional food and pharmaceutics for the pathological process of neurodegenerative diseases.