Today, mobile advertising is an important tool as interactive communication has a great potential to promote market sales. This study is to examine the effect of price perception on behavioral intention to use mobile phone-based promotions, and compare the differences in choice heuristics between levels of the intention to use mobile promotions. Multi-item scales for price perception, choice heuristics and mobile-based promotions were either developed in our qualitative study or adopted from existing scales in literatures (Lichtenstein, et al., 1993; Bettman & Park, 1980). Based on behavioral intention to use, mobile promotions were classified into three types, such as sales promotion, reward program and brand ads. All items were measured on a seven point rating scale (1=very unlikely, 7=very likely). A pilot study was conducted in which 97 female consumers who had ever redeemed mobile promotions for purchasing fashion products. Respondents were aged from 18 to 35 years (average age=23.6 years). Factor analysis revealed that price perception extracted three factors, such as price consciousness (items =4, Cronbach’s α=.90), coupon proneness (items =5, Cronbach’s α=.89), and sales proneness (items =4, Cronbach’s α=.89). Regression analysis was used to examine the effect of the price perceptional factors on use intentions for mobile promotions. For sales promotion, price consciousness (β=.27, p<.01) and coupon proneness had significant effects on intention to redeem for sales or coupon (F=13.59, p<.001, Adjusted R2=.29); price consciousness (β=.22, p<.05) and coupon proneness (β=.36, p<.01) significantly affected behavioral intention to participate in reward program (e.g., QR code events, point mileage, free gift, etc.) (F=10.34, p<.001, Adjusted R2=.23); and intention to use brand ads was significantly affected by sales proneness (β=.26, p<.05) and price consciousness (β=.24, p<.05; F=9.18, p<.001, Adjusted R2=.21). For purchasing in mobile context, consumer choice heuristic was consisted of five rules: compensatory, lexicographic, price-based conjunctive, affect-referral heuristic and sequent elimination in the mobile context. It is found that consumer choice rule was differed by intention to use mobile promotions. There was a significant difference in lexicographic (MLow=3.89, MHigh=4.63, t=-3.54, p<.01), price-based conjunctive (MLow=3.64, MHigh=4.13, t=-2.12, p<.05), and affect-referral heuristic (MLow=3.31, MHigh=4.02, t=-2.95, p<.01) between high and low levels of use intention for redemption for sales or coupon; for reward program, there was significant difference in price-based conjunctive (MLow=3.45, MHigh=4.27, t=-3.72, p<.001) or sequent elimination (MLow=4.39, MHigh=5.00, t=-2.13, p<.05) between the high and low levels of use intention. Also, there was a significant difference in price-based conjunctive rule between high and low levels of use intention for brand ads (MLow=3.49, MHigh=4.30, t=-3.76, p<.001). The findings extended a consumer choice model under mobile promotional stimuli and discussed a managerial implication to build effective promotional strategy in the context of mobile commerce..

The explosion of new technologies is transforming the retail industry. In particular, a range of smart technologies (e.g., tablets, smartphones, WiFi, augmented reality, apps, video, virtual catalogs, smart tags) are providing fashion retailers with innovative ways to capitalize on strategic opportunities (Anderson & Exkstein, 2013). Due to the growth of smart in-store technology (SIST) applications in the retailing environment, it is critical for academic researchers to understand consumer responses to these technologies. The technology acceptance model (TAM) (Davis et al., 1989; Davis, Bagozzi, & Warshaw, 1992) is one framework for investigating consumer adoption of SIST. However, research has been equivocal concerning the belief-attitude-intention linkage, especially the mediating role of attitude in TAM. As an attempt to address this issue, this study examines how well TAM explains consumer adoption of SIST. Online survey data were collected from three different SIST settings (i.e., Virtual Mirror vs. Socially Interactive Dressing Room vs. RFID Music Tag). A total of 657 individuals completed the questionnaires resulting in a 27.56% response rate. Excluding participants with incomplete data, responses from 625 individuals (203 for Virtual Mirror; 209 for Socially Interactive Dressing Room; 213 for RFID Music Tag) were included for data analysis. A series of hierarchical multiple regressions was used to analyze the data. Our major findings include: (a) perceived ease of use was found to be a suppressor variable and thus dropped from the model; (b) perceived usefulness was significant in Virtual Mirror (β = .33, p < .01), Socially Interactive Dressing Room (β = .26, p < .01) and RFID Music Tag (β = .18, p < .01); (c) perceived enjoyment was found to be the best predictor of adoption intention of: Virtual Mirror (β = .46, p < .001); Socially Interactive Dressing Room (β = .61, p < .001); and RFID Music Tag (β = .67, p < .001); (d) attitude has a small effect above and beyond the effects of perceived usefulness and perceived enjoyment; and (e) attitude partially mediated the belief-intention linkage in Virtual Mirror. In Socially Interactive Dressing Room and RFID Music Tag, attitude fully mediated the usefulness-intention linkage while it partially mediated the enjoyment-intention relationship. Our findings have implications for improving consumer adoption of SIST. Our data indicate that, although perceived usefulness is clearly important, perceived enjoyment is even more important and should not be overlooked in SIST execution and management. Our results imply that consumers may be willing to tolerate a SIST that does not do a useful task in order to enjoy the SIST experience itself. This finding also suggests that no amount of usefulness will be able to compensate for a SIST that does not provide enjoyment.

Despite many researches related with in-vitro culture of porcine spematogonial stem cells (SSCs), adherent culture system widely used has shown a limitation in the maintenance of porcine SSC self-renewal. Therefore, in order to overcome this obstacle, suspension culture, which is known to have numerous advantage over adherent culture, was applied to the culture of porcine SSCs. Porcine SSCs retrieved from neonatal testes were suspension-cultured for 5 days or 20 days, and characteristics of suspension-cultured porcine SSCs including proliferation, alkaline phosphatase (AP) activity, and self-renewal-specific gene expression were investigated and compared with those of adherent-cul-tured porcine SSCs. As the results, the suspension-cultured porcine SSCs showed entirely non-proliferative and significantly higher rate of AP-positive cells and expression of self-renewal-specific genes than the adherent-cultured porcine SSCs. In addition, long-term culture of porcine SSCs in suspension condition induced significant decrease in the yield of AP staining-positive cells on post-day 10 of culture. These results showed that suspension culture was inappropriate to culture porcine SSCs, because the culture of porcine SSCs in suspension condition didn’t stimulate proliferation and maintain AP activity of porcine SSCs, regardless of culture periods.

The Riptortus (stinkbug) has a specialized symbiotic organ, M4 midgut, to harboring symbiont Burkholderia. M4 midgut is located in abdomen and surrounded with insect hemolymph. Recently our group demonstrated that symbiotic Burkholderia showed different physiology after adapting in M4 gut compare with in vitro cultured Burkholderia. And population of symbiotic Burkholderia in the M4 midgut is regulated by special organ. However, the molecular mechanism to prevent spreading and migrating symbiont bacteria to other host tissues from symbiotic organ is not clear. Therefore, we assumed that symbiont Burkholderia are susceptible to host humoral immunity after established infection in M4 midgut to prevent spreading and migrating into the other host tissues through Riptortus hemolymph. To prove this assuming, we tested the susceptibility and survival rate of symbiont Burkholderia in hemolymph of Riptortus in vitro and in vivo. We also examined the susceptibility of symbiont Burkholderia using purified antimicrobial peptides (AMP), pyrrhocoricin-like, thanatin-like and defensin-like AMPs. Finally, we tested inducing ability for AMPs by systemic infection of symbiotic Burkholderia. Gene expression of purified AMPs was not different after systemic infection of both symbiont and in vitro cultured Burkholderia. Surprisingly, in vitro cultured Burkholderia resisted on bacteria injected hemolymph and purified AMPs but symbiont Burkholderia were highly susceptible in bacteria injected hemolymph and purified AMP. These results suggest that symbiont Burkholderia can't survive in the hemolymph after escaping symbiotic organ. Moreover, humoral immunity of host Riptortus is important to prevent spreading and migrating symbiont Burkholderia into the other host tissue or organ from symbiotic organ.

Urbanization is one of the leading causes of habitat loss, habitat degradation, and fragmentation. Urban development negatively affects biodiversity. This study aimed to clarify the change of butterfly communities on effect of urbanization in urban green areas. Butterfly survey was conducted using the line transect methods from April to October in 2012. A total of 59 species and 1,465 individuals of butterflies were observed in four urban green areas: Namsan Park (NS), Ewha Womans University (EW), Bukseoul Dream Forest (BD), and Hongneung Forest (HF), and natural forest: Gwangneung Forest (GF). The category of land use around study site was determined based on GIS data. Species richness and abundance of niche breadth and habitat type in urban green areas differed significantly from those in GF. Estimated species richness and species diversity (H’) in four urban green areas were significantly lower than those in GF. Species richness and abundance of forest interior species and specialist were positively correlated with paddy, field, and forest, whereas those of forest interior species and specialist were negatively correlated with urban area and road. Butterfly communities in four urban green area differed from that in GF. The result suggests that the decrease of paddy, field, and forest associated with increase of urban area and road negatively influences species composition and changes butterfly communities.

Most traditional genome sequencing projects involving infectious viruses include culturing and purification of the virus. This can present difficulties as an analysis of multiple populations from multiple locations may be required to acquire sufficient amount of high-quality DNA for sequence analysis. The electrophoretic method provides a strategy whereby the genomic DNA sequences of the Korean isolate of Pieris rapae granulovirus (PiraGV-K) were analyzed by purifying it from host DNA by pulsed-field gel electrophoresis, thus simplifying sampling and labor time. The genomic DNA of infected P. rapae was embedded in agarose plugs, digested with a restriction nuclease and methylase, and pulsed-field gel electrophoresis (PFGE) was used to separate PiraGV-K DNA from the DNA of P. rapae, followed by mapping of fosmid clones of the separated viral DNA. The double-stranded circular genome of PiraGV-K encodes 120 open reading frames (ORFs), covering 92% of the sequenced genome. BLAST and ORF arrangement showed the presence of 78 homologs to other genes in the database. The mean overall amino acid identity of PiraGV-K ORFs was highest with the Chinese isolate of PiraGV (~99%), followed up with Choristoneura occidentalis ORFs at 58%. PiraGV-K ORFs were grouped, according to function, into 10 genes involved in transcription, 11 involved in replication, 25 structural protein genes, and 15 auxiliary genes. Genes for Chitinase (ORF 10) and cathepsin (ORF11), involved in the liquefaction of the host, were found in the genome. The recovery of PiraGV-K DNA genome by pulse-field electrophoretic separation from host genomic DNA had several advantages, compared with its isolation from particles harvested as virions or inclusions from the P. rapae host. We have sequenced and analyzed the 108,658 bp PiraGV-K genome purified by the pulsed field electrophoretic method. The method appears to be applicable to the analysis of genomes of large viruses. The chitinase, identified by PiraGV-K genome sequence, was functionally characterized by quantitative PCR, Western blot analysis, immunohistochemistry and transmission electron microscopy.

The cotton aphid, Aphis gossypii (Glover), is one of the most serious pest in seed potato and various vegetable cultivation. The imidacloprid-resistant strain (IR) was over 300-fold more resistant to imidacloprid compared to a susceptible strain (S) as judged by LC50 values. A highly imidacloprid-resistant local field population (L) was collected from cucumber at Gangwha island in 4th August 2011. Even though neonicotinoid insecticides especially imidacloprid were sprayed six times during June and July, aphid density was too high to be counted. To identify differentially expressed genes in IR or L, comparative transcriptome analyses based on GS-FLX were conducted using total RNAs extracted from IR, L and S strains. Futhermore, to search the resistance associated proteins in IR or L, comparative proteome analyses based on 2DE were conducted using total proteins extracted from IR, L and S strains. Few common candidate genes detected among IR and L such as ABC genes. Comparison of the nucleotide sequence of six nicotinic acetylcholine receptor (nAChR) subunit (alpha 1-5, beta 1) genes from IR, L and S strain revealed a point mutation in the loop D region of the nAChR beta 1 subunit of the IR, causing an arginine to threonine substitution (R81T). These mechanisms also reported in Myzus persicae and this amino acid change confers a vertebrate-like character to the insect nAChR and results in reduced sensitivity to neonicotinoids.

The purpose of this study is to examine the effects of gait training using functional electrical stimulation on the improvement of hemiplegic patients' functions for balance and gait velocity. The subjects of the experiment were determined to be 10 each hemiplegic patients who had been diagnosed with stroke or brain damage six months or longer earlier assigned to an experimental group and a control group respectively. The subjects were evaluated before the experiment using Tetrax and 10M gait tests, received gait training five times a week for four weeks using functional electrical stimulation and were evaluated after the experiment in the same method as used in the evaluation before the experiment. In order to examine differences between the experimental group that received gait training using functional electrical stimulation and the control group that was treated by functional electrical stimulation and received gait training thereafter, differences between before and after the experiment were analyzed using paired sample t-tests and differences in changes after the experiment between the experimental group and the control group were analyzed using independent sample t-tests in order to compare the two groups with each other. Experimental results showed significant differences in weight bearing, balance and gait velocity between before and after the experiment in the experimental group(p<.05). In the control group, whereas weight bearing and gait velocity did not show any significant difference between before and after the experiment(p>.05), balance showed significant differences(p<.05). Weight bearing, balance and gait velocity change rates showed significant differences between the experimental group and the control group(p<.05). In conclusion, it was indicated that gait training using functional electrical stimulation is effective for enhancing stroke patients' weight bearing rates, balance abilities and gait velocity.

Venom allergen-like protein 2 (Vap2) was characterized from the pinewood nematode, Bursaphelenchus xylophilus, which is a destructive pathogen in several countries including Japan, China and Korea. Among three vaps of B. xylophilus (Bx-vap)reported in GenBank, Bx-vap2 showed the highest transcript level in both pine-grown propagative stage (PGPS) and media-grown propagative stage (MGPS). Bx-vap2 also was revealed that its transcript level over 10-fold increased in PGPS. In addition, western blot using BxVap2-polyclonal antibody showed that expression level of BxVap2 was significantly increased in PGPS. In immunohistochemistry, moreover, strong signals were detected around putative subventral gland in PGPS, whereas weak signals were observed in MGPS. These experimental results suppose pathogenic function of BxVap2 and migration assay using Bx-vap2 knock-down worms by RNA interference supports this postulation.

Bacillus thuringiensis (B. t.) strains are important microorganism because they produced a large amount of δ-endotoxin protein per bacterial cell and their toxins are highly toxic to Lepidoptera, Coleoptera, and Diptera depending on B. t. To date, more than a hundred Cry proteins have been identified and classified into 195 holotypes, based on the amino acid sequence identity. The Cry proteins or cry genes from the Korean native B. t. isolates in this study were not identified yet. The electrospray ionization of quadrupole time of flight mass spectrometry (ESI Q-TOF MS) was used to get the internal amino acid sequences of the endotoxin-spore culture mixtures of B. t. isolates, for which polymerase chain reaction (PCR) techniques were unable to detect the cognate genes. Most of Cry proteins seperated, excized, and extracted from the one dimensional - polyacrylamide gel electrophoresis (1D-PAGE), instead of 2D-PAGE, were matched with protein databases using MS-MASCOT search program. The internal amino acid sequences which were submitted to protein BLAST (basic local alignment search tool) had partially homology with the Cry protein databases. Hence, present data strongly suggest that the de novo amino acid sequencing and ESI Q-TOF/MS analysis along with MASCOT search could be used as a simple and rapid method for detection of novel Cry toxins from B. t. isolates and identification of B. t. isolates.

Three acetylcholinesterases (AChEs) were identified from the pinewood nematode, Bursaphelenchus xylophilus. Sequence comparison with known AChEs in conjunction with three-dimensional structure analysis suggested that all BxAChEs share typical characteristics of AChE at the major catalytic structures. BgAChE3 was most predominantly transcribed and then followed by AChE1 and AChE2. Immunohistochemistry using anti-BxAChEs antibodies revealed that BxAChE1 is most widely distributed whereas BxAChE2 exhibits more localized distribution in neuronal tissues. BxAChE3 was detected from entire body together with some limited tissues, including mouth parts and alimentary lining, and determined to be the only soluble AChE, suggesting its localization in hemolymph or/and extracellular space. Kinetic analysis of in vitro expressed BxAChEs revealed that BxAChE1 has the highest substrate specificity whereas BxAChE2 has the highest catalytic efficiency with BxAChE3 having the lowest catalytic efficiency. Interestingly, presence of BxAChE3 in the pool of BxAChEs significantly reduced the inhibition of BxAChE1 and BxAChE2 by inhibitors. Knockout of BxAChE3 by RNAi significantly increased the toxicity of nematicides, suggesting the protective role of BxAChE3 against these toxicants. Based on several features, including tissue distribution, expression level, substrate kinetics and inhibition property, it appeared that BxAChE1 is the major AChE with the function of postsynaptic transmission whereas BxAChE3 has been evolved to acquire the function of chemical defense, perhaps intrinsically against secondary toxic compounds from host pine trees, such as α-pinene and limonene. BxAChE2 appears to play a role in post-synaptic transmission in specialized neurons but its detailed physiological function still remains to be elucidated.

The traditional use of insects as food continues to be widespread in tropical and subtropical countries and to provide significant nutritional, economic and ecological benefits for rural communities. Specially, Bee brood serves as a food source to humans in many countries although limited data exists concerning its nutrient composition. Bee brood (pupa and larvae) were analyzed for Carbohydrate, Saturated fatty acid, Cholesterol, protein, fat, fiber, minerals, and vitamins. Bee brood was high in protein(46.4%～46.73%), fat(18.84%～ 20.75%),carbohydrate(24.66 %～35.79 %), Folic acid(222.30 ㎍/100g), and vitamins. Differentially, folic acid had been contained by high density in pupa of drone. While low in iron, bee brood was a good source of folic acid, and carbohydrate. The fat was composed mostly of saturated and mono-unsaturated fatty acids. The present data suggest bee brood to be an excellent source of many valuable nutrients including energy, amino acids, many essential minerals, and B-vitamins. These data suggest bee brood could be a valuable source of nutrients to various populations.

Three acetylcholinesterase (ace) genes were identified from Bursaphelenchus xylophilus and named as Bxace1, Bxace2 and Bxace3. Open reading fragments of Bxace1, Bxace2 and Bxace3 were composed of 622, 625 and 588 amino acids, respectively. Sequencing comparison with Torpedo ace gene identified cholinebinding site, catalytic triad functional site, three internal disulfide bonds and aromatic residues for the catalytic gorge. Transcriptional profiling by quantitative real-time PCR revealed that Bxace3 is more actively transcribed than Bxace1 (2-3 times) and Bxace2 (9-18 times) in both propagative and dispersal stages. The three ace genes were functionally expressed using baculovirus system. Kinetic analysis using three choline substrates demonstrated that BxAce2 has higher maximum velocity than BxAce1 (ca. 2 times) and BxAce3 (ca. 100 times) whereas BxAce3 shows lower Michaelis constant than BxAce1 (12.8 times) and BxAce2 (13.6 times). In inhibition assay using five organophosphates (OPs) and three carbamates (CBs), all the three BxAces were highly inhibited by paraoxon, DDVP and chlorpyrifos-oxon but not inhibited well by fenamiphos and fosthiazate. Interestingly, inhibition assay revealed that BxAce3 is less sensitive to all insecticides tested than other two BxAces. The inhibition kinetic data obtained in this study should provide essential information for the development of OP- and CB-based nematicidal agents againt B. xylophilus.

The damage of citrus fruit by yellow tea thrips, Scirtothrips dorsalis Hood, was first confirmed in 2008, and has since been one of the serious pests of citrus in Jeju. This was reported on damage symptom on tangor cultivar, Setoka (Tangor Norin No. 8) fruits cultivated in a greenhouse and the characteristic of spatial disttribution of S. dorsalis caught on yellow sticky traps was conducted in three commercial citrus orchards. The feeding habits by S. dorsalis cause rind blemishes on the navel part of fruit. The damage is characterized by being scarped and figure like covered cloud on satsum mandarine fruit, but on by a brown ring of rough russeting that occurs on navel part of Setoka fruit. The season of damage occurrence was from middle of June to late of July. There was a highly significant relationship between the average number of thrips per trap and the maximum number caught on a trap. The overall differences between the linear regression models obtained from mean-variance relationship for each surveyed fields were tested by type Ⅲ error and contrast method. The characteristic of spatial distribution of S. dorsalis was better described by Taylor's power law than Iwao's patchiness regression, and the dispersion index which is the slope (=1.72) of linear regression model showed the aggregated distribution pattern. The sequential sampling stop lines at fixed precision level of 0.20, 0.25 and 0.30 were calculated.