SNS 사용자가 급속히 증가함에 따라 기업 전체 마케팅 활동에서 SNS 마케팅이 차지하는 비중이 높아지고 있으며 SNS 광고도 새로운 마케팅 도구로 급성장하게 되었다. SNS 광고에 관한 선행 연구가 많이 진행해왔지만 SNS의 다양한 광고 형태 중 새롭게 각광받고 있는 인피드 광고에 대해 연구가 아직 부족한 현황이다. 따라서 본 논문은 중국 SNS 사용자들을 대상으로 인피드 광고의 가장 뚜렷한 3가지 특성(네이티브 콘텐츠 간의 형식의 일치성, 상호작용성과 개인맞춤성)이 인피드 광고 태도에 미치는 영향을 검증하였으며, SNS사용자들이 지각하는 프라이버시 우려 정도가 SNS 인피드 광고 태도에 미치는 조절적 영향을 검증하였다. 실증적 분석을 위해 SNS를 사용한 적이 있고 인피드 광고를 본 적이 있는 295명 중국 소비자에 대한 설문조사를 분석하였다. 연구 결과에 따르면 인피드 광고의 3가지 특성이 광고 태도에 긍정적인 영향을 미치는 것으로 나타났다. 또한 프라이버시 공개에 대한 우려는 일치성 및 상호작용성이 광고태도에 미치는 영향에 있어서 유의한 영향을 미치지 않았지만 개인맞춤성이 광고 태도에 미치는 영향에 있어서 부정적인 조절 효과를 보였다. 즉, 소비자가 개인 정보 유출에 대해 걱정할 때 개인맞춤성이 광고 태도에 미치는 긍정적인 효과를 약화시킬 수 있다. 이러한 실증적 연구는 인피드 광고 태도에 영향을 미치는 중요한 정보와 위험요소를 새로 발견하였으니 SNS 매체연구, SNS 광고연구, 그리고 국제마케팅연구의 학문적 발전에 기여할 수 있는 것으로 기대된다. 또한 중국 소비자들을 타깃으로 하는 중국기업과 중국에 진출하는 외국 기업들에게 효과적인 SNS 마케팅 전략과 SNS 광고전략을 수립하는 데에 실무적인 시사점을 제공할 수 있을 것으로 기대된다.

Polyporus umbellatus (Syn. Grifola umbellata) is a sclerotium forming mushroom belongs to family Poly-poraceae of Polyphorales, Basidiomycota. The sclerotia of P. umbellatus have long been used for traditional medicinesin China, Korea and Japan. This study was initiated to obtain the basic data for artificial sclerotial production of P. umbel-latus. Here, we investigated the favorable conditions for mycelial growth of P. umbellatus and its symbiotic fungus Armill-aria mellea. We also evaluate the favorable carbon and nitrogen sources for sclerotial formation in dual culture betweenP. umbellatus and A. mellea. The favorable conditions for mycelial growth of P. umbellatus were 20°C and pH 4, whileoptimal conditions for mycelial growth of A. mellea were 25°C and pH 6. The carbon sources for optimal mycelial growthof P. umbellatus were fructose and glucose, while carbon sources for favorable mycelial growth of A. mellea were alsofructose and glucose. The nitrogen sources for favorable mycelial growth P. umbellatus were peptone and yeast extract,while optimal mycelial growth of A. mellea were obtained in peptone and yeast extract. When P. umbellatus and A. melleawere dual cultured on carbon sources, sclerotia were induced on basal media supplemented with glucose, fructose andmaltose at pH 4~6, while nitrogen sources inducing sclerotia were basal media supplemented with peptone and yeastextract for 60 days at 20°C under dark condition.

In this paper, the fundamental attributes, phase composition of three pre-alloyed powders for diamond tools by water atomization were investigated. The density, hardness, bend strength and bending modulus of their hot pressing samples were examined. The results showed that the three pre-alloyed powders have excellent low temperature sintering characteristics. The physical and mechanical properties of the samples were found to be nearly the same as those of fine cobalt powders.

Gas filtration at high temperature from industrial processes offers various advantages such as increasing process efficiency, improving heat recovery and materials resource recovery, etc. At the same time, it is an advanced environment protection technology. This paper describes a newly developed metallic filter element. The manufacturing process of sintered metallic powder and the mechanical and filtration characteristics of this filter element were investigated. In this work, the phase constituent changes of the powder during sintering were studied. The newly developed filter elements were found to have excellent corrosion resistance, good thermal resistance, high strength and high filtration efficiency.

This study investigates daily stock market anomalies in Chinese stock market, using nine most representative stock indices over an eleven year time period spanning from pre-financial crisis era to six years into the financial crisis. This research is the first to test the presence of the day of the week effect on stock returns in the Chinese stock exchanges during the financial crisis. We find that the day of week effects have been strongly significant in Chinese stock exchanges since 2004. However, unlike the previously found negative Monday effect and positive Friday effect in the U.S., Chinese stock market shows positive returns on Mondays and negative returns on Tuesdays. More importantly, the negative Tuesday effect is only significant after the inception of financial crisis. The results indicate a positive effect on Mondays and a negative effect on Thursdays. More importantly, we find a negative Tuesday effect during the financial crisis, which suggests a spillover of the Monday effect from the U.S. stock market. Our results shed some light on the degree of market efficiency in the largest emerging capital market in the world, and its increasingly close relationship with the U.S. capital market

The earth has been facing a rapid warming during past several decades. To figure out the impact of high temperature on agronomic performance of rice especially on yield, we cultivated 89 rice varieties of various origin in Suwon Korea, Shanghai China and IRRI Philippines(Wet season and Dry season). Days to heading, culm length, panicle length, panicle number, spikelet number, spikelet fertility, grain weight and grain yield were comparatively investigated. Overall grain yield displayed significantly lower values in Shanghai and IRRI(wet and dry) compared with in Suwon. Meanwhile minimum values were much lower in Shanghai and IRRI than in Suwon. However, some varieties such as Keunseom, Taichung178 showed similar performance for grain yield in both Suwon and IRRI(wet season), and some varieties such as Hangangchal, Dasan showed similar performance for grain yield in Suwon, Shanghai and IRRI(wet season), Nampung showed very high yield in Suwon comparing to other two locations. For most varieties, grain yield was the highest in Suwon and followed by in Shanghai and at IRRI(wet season). However, in dry season at IRRI, yield trend was quite different from the expectation. Further studies are in progress to find out the genotype by environment interactions in order to obtain basic information for breeding high temperature tolerant rice.