An increasing number of companies are using service robots, such as physical robots and virtual chatbots, to interact with their customers. Service robots are autonomous agents with the purpose of providing services to customers by performing a variety of physical and nonphysical tasks (Joerling et al., 2019). Conceptual work has suggested that social robots will increasingly be used in the front line of service encounters (Gonzalez-Jimenez, 2018; Van Doorn et al., 2017). Real examples of the inclusion of these robots in retail settings already exist. For instance, some retailers use Softbank´s robot Pepper to greet and inform customers. Social robots such as Pepper can use their sensors and cameras to interpret customer reactions and adapt accordingly. Moreover, the robot can even make product recommendations based on the assessed customer´s mood, age, gender and, if available, purchase history (McKenna, 2018). Not surprisingly, there is a vast market potential associated with these robots, which is expected to grow to 87 billion by 2025 (BCG, 2017).

Prior social robotics research has shown that robot design influences if people perceive a robot as friendly, trustworthy, or safe (Castro-Gonzalez et al., 2016; Rosenthal-Von Der Pütten & Krämer, 2014). Meanwhile, recent conceptual work has suggested that social robots will increasingly be used in the front line of service encounters (Gonzalez-Jimenez, 2018; Van doorn et al., 2017). According to The International Journal of Social Robotics social robots are robots that can communicate and interact with humans, among themselves, and with the environment, within the cultural and social structure assigned to its role. Real examples of the inclusion of these robots in retail settings already exist. For instance, some retailers use Softbank´s robot Pepper to greet and inform customers. Social robots such as Pepper can use their sensors and cameras to interpret customer reactions and adapt accordingly. Moreover, the robot can even make product recommendations based on the assessed customer´s mood, age, gender and, if available, purchase history (McKenna, 2018). Not surprisingly, there is a vast market potential associated with these robots, which is expected to grow to 87 billion by 2025 (BCG, 2017).

Stored grain pests can cause reduction of grain quantity, quality, commercial value and germination rate. Susceptibility of three fumigants, methyl bromide, ethyl formate and phosphine, were assessed on Tribolium castaneum, which is an important stored grain pest. On susceptible insects, LCT50 of phosphine was 0.654mg h/L for egg, 0.127mg h/L for late larvae, 0.105mg h/L for pupae and 0.048mg h/L for adult stage, respectively. LCT50 of methyl bromide was 33.193mg h/L for egg, 14.585mg h/L for late larvae, 8.616mg h/L for pupae and 11.967mg h/L for adult stage, respectively. LCT50 of ethyl formate were 25.165mg h/L for egg, 80.912mg h/L for late larvae, 176.326mg h/L for pupae and 68.578mg h/L for adult stage, respectively. On resistant insects, LCT50 of phosphine were 82.325mg h/L for egg, 33.315mg h/L for late larvae, 73.546mg h/L for pupae and 55.707mg h/L for adult stage, respectively. LCT50 of methyl bromide were 19.250mg h/L for egg, 43.413mg h/L for late larvae, 76.842mg h/L for pupae and 19.387mg h/L for adult stage, respectively. LCT50 of ethyl formate were 87.552mg h/L for egg, 113.457mg h/L for late larvae, 200.122mg h/L for pupae and 85.394mg h/L for adult stage, respectively.

Carbonyl sulfide(COS) is a naturally generated gas from fermentation process of microbes and from plant root and stem. COS was firstly registered as a fumigant at 1993 to control stored product pests. To supplement environmental problems and toxicity of commercial fumigants and develop new fumigant, we have processed the susceptibility assessment of carbonyl sulfide on important agricultural pests, Myzus persicae and Tetranychus urticae. Every growth stages of two insect species were tested, and five dosages of carbonyl sulfide were treated for 4 hours, and the mortality was investigated after 24 hours of treatment. Nymphal stage of M. persicae was completely controlled at more than 20 mg/L dosage, and adult stage showed 95.8% mortality at 80 mg/L dosage. The LC50 of M. persicae was 7.314mg/L for nymph and 26.117mg/L for adult stage. Egg stage of T. urticae showed 91.2% mortality when treated with 100mg/L carbonyl sulfide, and nymph and adult stage showed 100% and 94.1% mortality at 8mg/L and 80mg/L, respectively. The LC50 of T. urticae was 73.110mg/L for egg, 2.818mg/L for nymph and 12.054mg/L for adult stage.

We assessed the susceptibility of three fumigants on Phthorimaea operculella, which is an important pest of stored potato worldwide. 5 to 6 initial dosage of each fumigants were treated on every growth stages of P. operculella. Methyl bromide showed 100% mortality at CT 33.40mg h/ L on egg, CT 14.41mg h/L on late larvae, CT 31.89mg h/L on pupae and CT 16.01mg h/L on adult, respectively. The LCT50 of methyl bromide was 19.115mg h/L on egg, 3.934mg h/L on late larvae, 13.810mg h/L on pupae and 6.260mg h/L on adult, respectively. In case of phosphine, 98% mortality was achieved at CT 16.77mg h/L on egg, and 100% mortality was achieved at CT 16.58mg h/L on late larvae, CT 18.54mg h/L on pupae and CT 12.28mg h/L on adult, respectively. The LCT50 of phosphine was 1.457mg h/L on egg, 2.236mg h/L on late larvae, 1.282 mg h/L on pupae and 0.253mg h/L on adult, respectively. In case of ethyl formate, 100% mortality was achieved at CT 96.21mg h/L on egg, CT 101.30mg h/L on late larvae, CT 120.66mg h/L on pupae and CT 148.30mg h/L on adult, respectively. The LCT50 of ethyl formate was 23.730mg h/L on egg, 13.706 mg h/L on late larvae, 29.578mg h/L on pupae and 19.235mg h/L on adult, respectively.

The susceptibility of three fumigants, methyl bromide, ethyl formate and phosphine, and concurrent treatment of ethyl formate and phosphine were tested on Lasioderma serricorne. Susceptibility assessment were performed by treating 5 to 6 initial dosage on every growth stages of L. serricorne. The LCT50 of methyl bromide was 13.896mg h/L for egg, 36.038mg h/L for late larvae, 25.172mg h/L for pupae and 21.758mg h/ L for adult, respectively. The LCT50 of phosphine was 0.317mg h/L for egg, 0.649mg h/L for late larvae, 3.748mg h/L for pupae and 0.703mg h/L for adult, respectively. In case of ethyl formate, the LCT50 was 43.657mg h/L for egg, 137.606mg h/L for late larvae, 72.676mg h/L for pupae and 52.951mg h/L for adult, respectively. Concurrent treatment of ethyl formate and phosphine was performed by treating 5 to 6 initial dosage of ethyl formate with 0.5 mg/L phosphine for 4 hours on every growth stages of L. serricorne. The LCT50 of ethyl formate concurrent treatment was 13.746mg h/L for egg, 8.156mg h/L for late larvae, 27.087mg h/L for pupae and 11.353mg h/L for adult, respectively, and these results indicate that concurrent treatment can control pest with lower dosage and shorter period. Sorption rates and ventilation periods of each fumigants were also calculated for efficacy and safety

The existing ethyl formate fumigant is carbon dioxide (CO2) mixed liquified gas in metal cylinder, but this product type costs a lot to manufacture, translate and maintain cylinder. To supplement these problems, we have developed a new ethyl formate fumigation technique with nitrogen (N2) carrier. We assessed the susceptibility of mealy bugs, the most frequently detected pests in imported banana, and phytotoxicity of banana fruits. Ethyl formate and nitrogen were concurrently treated on citrus mealybug, one of the most resistant mealybug to fumigant, and ethyl formate was treated with LC50 product of independent treatment dosage. Nitrogen was treated with 7 dosages from 79% to 95% concentration. Phytotoxicity of banana was assessed by treating EF 35 mg/L with N2 79% for 14 days, and color, sugar contents and loss of weight were measured. EF with N2 treatment showed more than 50% of mortality on every growth stages, and there was no significant difference between control and treatment banana fruits. These results indicate that concurrent treatment of EF and N2 can be used to control mealybug in banana fruits.

Recently, phosphine resistance of Sitophilus oryzae has been reported from China, India, Brazil and Australia. In this study, susceptibility of three fumigants were assesses on phosphine resistant and susceptible S. oryzae to investigate domestic phosphine resistance level and to use base data for resistance control. On susceptible insects, LCT50 of phosphine was 0.440mg h/L for egg, 0.602mg h/L for early larvae, 3.901mg h/L for late larvae, 6.171mg h/L for pupae and 0.295mg h/L for adult stage, respectively. LCT50 of methyl bromide was 9.997mg h/ L for egg, 12.113mg h/L for early larvae, 18.952mg h/L for late larvae, 21.104mg h/L for pupae and 17.824mg h/L for adult stage, respectively. LCT50 of ethyl formate was 75.795mg h/L for egg, 60.110mg h/L for early larvae, 160.491mg h/L for late larvae, 255.797mg h/L for pupae and 77.711mg h/L for adult stage, respectively. On resistant insects, LCT50 of phosphine was 6.959mg h/L for egg, 28.456mg h/L for early larvae, 48.170mg h/L for late larvae, 29.106mg h/L for pupae and 16.550mg h/L for adult stage, respectively. LCT50 product of methyl bromide was 17.842mg h/L for egg, 14.900mg h/L for early larvae, 25.840mg h/L for late larvae, 43.520mg h/L for pupae and 16.397mg h/ L for adult stage, respectively. LCT50 of ethyl formate was 60.034mg h/L for egg, 64.450mg h/L for early larvae, 149.028mg h/L for late larvae, 140.408mg h/L for pupae and 66.043mg h/L for adult stage, respectively. Domestic resistant S. oryzae showed 4 to 56 times higher resistance rate than susceptible insects.

Spotted wing drosophila, Drosophila suzukii, is an important pest of grape and strawberry because it lays egg inside fruit by damaging fruit surface. Recently, D. suzukii has been widely spreaded and causes several problems, so many countries include Australia designated D. suzukii as an important quarantine pest. Because of this, Korean farmers have trouble to export strawberry. In this study, we tested ethyl formate and phosphine to control D. suzukii, and also tested concurrent treatment of ethyl formate and phosphine to reduce phytotoxicity and enhance efficacy. When treated 35g/m3 of ethyl formate for 4 hours, mortality of egg, larvae, pupae and adult stages of D. suzukii was 22.2%, 21.1%, 19.2% and 28.3%, respectively. When treated 1g/m3 of phosphine for 24 hours, all stages of D. suzukii was completely controlled, but caused phytotoxic effect on strawberry. When treated with 35g/m3 of ethyl formate and 1g/m3 of phosphine concurrently for 4 hours, efficacy has been increased with less phytotoxicity than separate treatment. This result indicates that concurrent treatment enhanced efficacy with less phytotoxicity.

E-WOM is described as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers (Litvin, Goldsmith and Pan, 2008). In contrast with conventional WOM, e-WOM has unique characteristics. For instance, it often occurs in strangers or fellow consumers, and can be and can be anonymous (Goldsmith & Horowitz 2006; Sen & Lerman 2007). In this regard, people feel free to express opinions without identity disclosure (Goldsmith & Horowitz 2006). INTRODUCTION In a word dominated by social media, the diffusion of e-WOM is undoubtedly speeding up. Plus the international trade prevailing, people can experience products from all over the world at home, and they typically collect both positive and negative e-WOM for domestic and foreign brands with the aim of comprehensively evaluating the brands and their products. It is worth mentioning that in reality consumers often adheres to consumer ethnocentrism (CE) to counter the significant effects of imports on domestic economies and defend against foreign products in local markets. So far, there has been relatively little research on the effect of e-WOM on CE. In our study, we employ social media to discover the impacts of e-WOM on CE with respect to domestic and foreign smart phone brands from the Chinese e-WOM receiver’s perspective. Simultaneously, we test consumer pride and prejudice toward mature industries in the home country. Drawing on survey data from 302 consumers, our study reveals several significant findings. First, positive e-WOM regarding local brands may enhance CE, whereas positive e-WOM regarding foreign brands may reduce CE. Second, Negative e-WOM may break the advantage of CE for domestic brand, which result in the dominance of foreign brand. Third, positive e-WOM may enhance brand equity for both domestic and foreign brands. By contrast, negative e-WOM has no significant influence on Chinese consumers’ attitude toward brand equity. Finally, CE has positive influence on brand equity for domestic brand but not effect on foreign brand. To our best of knowledge, our paper is the first to study the effect of e-WOM on CE, which enriches the relevant theory with regard to CE.

Introduction The study chooses smartphone applications which have update experience as the study case to analysis if it will cause customer attrition. Application updates aims to make up the bugs which may cause bad effects on using, while in fact, most changes will be resisted by customers. We adapt three elements to collect data about the attitude of customers toward applications update, the conclusion illustrates, customers will resist changes in some conditions and cause customers attrition. Therefore, application developers should focus on the personal emotional reaction and cognitive evolution as well as predict what may influence the customers normal use after the applications update to make correct update decisions. In order to define the relationship between variable and result., we take smartphone application which had experienced update as examples and choose fsQCA as the methodology to analysis. Literature Review Resistance to change is a psychological process, Brehm（1966）claims customers resist to change origins from their believe that they have rights to control free, when this rights be challenged, this resistance behavior will happen due to they want to protect their own rights. Some scholars distinguished the concept of resistance to change: when receptors in the low involvement or limited cognize, their resistance behaviors is likely to be considered as the passive resistance; otherwise, the behaviors would be recognized as active resistance (Nabih,1997). Bagozz and Lee（1999) think that functional barrier is an important factors which influence the degree of innovation receptance, when customers think products after update cannot meet their function needs will cause resistance to change. Resistance always occur passively, bemuse of the disturb of the former habits of using (Ram &Sheth 1989), and former studies also indicate that prejudice towards changes is one of significant factors. Because changes are uncertainty, Fiske and Taylor（1991）claims that uncertainty can make people hate changes and Whitson and Galinsky（2008）consider aversion will be the strong driver of resistance to change to reduce uncertainty and risk. In terms of a company, the cost of maintaining a old customer is much lower than these of develop a new user, Actually, customer attrition is response of entrepreneur revenue and the vital section in development of companies. The famous american honesty management scholar Frederic Reichheld’s research indicates that when the extension of the commercial relationship of entrepreneur and customers, companies can acquire fatter profit through the relationship. Conclusions This study chooses fsQCA as methodology to define the relationship between resistance to change and customer attrition instead of using structural equation modeling. Sometimes, even customers have right cognitive evolution towards changes, when they find their efficiency be influenced by it, they also resist to change; while adverse emotional reaction also has an adverse effect on customer retention though they build positive cognitive evolution about changes. there is a remain circumstance of lossing of customers that when customers hate changes and they find their efficiency be influenced by update, the honesty of this product will also decrease. This three condition all contribute to customers attrition which should be paid more attention by companies.

The study is aimed to find out the influencing factors when consumers decide to choose products with low quality. The result indicates that major considered factors should be short life cycle, low quality, design, price and purchase intention, while price be considered as the one which has significant effect on consumers’ choices of accepting low quality, as well as product design. Most companies put the market share at the vital position, in traditional commercial thinking, high quality always means that products will be accepted by most customers; but now it is totally different. We take fast fashion industry and mobile phone industry as examples and choose fsQCA as the methodology to analyses the relationship between variable and result. Most of the customers are pursuing for high quality with low price (Dodds et al., 1991; Alfred, 2013; Shirai, 2015). But the companies are difficult to make the high quality products have low price. The companies can have the high quality advantage. However, quality is not the only factor to make the products with high price, design, corporate culture and brand can also be the factors (Homburg et al., 2015). How to make the consumers accept the low quality in short lifecycle product (e.g. fast fashion or high-tech industry), which means consumers may purchase new product to replace the old one before it has problems. In our study, we collect these data from customers via questionnaire. And use fsQCA to analyze the relationship between price, design and short lifecycle, all these influencing factors and customer purchase intention on low quality product. And we have some findings. Sometimes, low quality products can help companies achieve success by bringing income and satisfy consumers’ needs of goods and services in affordable price. From company’s aspect, low quality products are more affordable than those of high quality, so these products will win larger market share and promote fast fashion items to sell fast. While customers sometimes demand more products with good design, at the same time, they cannot bear the expensive items, low quality products can achieve balanced between demands and consuming ability. This means both companies and customers can get win-win situation.

Chinese economic develops fast and have became the second economic entity all around the world. The development of economic pushes the popularize of mobile clients. Accordingly, whenever and wherever the consumers are, they can acquire and share information about productions directly, e-word-of-mouth (eWOM) becomes one of the important part of online marketing. Customers prefer to trust opinion leaders and real users’ feedback rather than the advertisements which are made by companies. The choice preference of information source accelerate the development of social media. The Word of Mouth Marketing Association, have grown rapidly and have advocated for the burgeoning new industry. (Robert V. et al., 2010) Marketers and sociologists have recognized the importance of the phenomenon of word of mouth, for more than half a century, proposing, for example, that WOM affects the majority of all purchase decisions (Brooks 1957; Dichter 1966).They find that the “friend who recommends a tried and trusted product” rather than the “salesman who tries to get rid of merchandise” (Dichter 1966, p. 165). Marketing scholars has evolved from a transaction orientation to one based on relationships (Vargo and Lusch 2004) Consumers are regarded as active coproducers of value and meaning, whose WOM use of marketing communications can be idiosyncratic, creative, and even resistant (Brown, Kozinets, and Sherry 2003; Kozinets 2001; Muñiz and Schau 2005; Thompson and Sinha 2008) Therefore, when the behavior is on/off, impact measured as probability of purchase can differ substantially from impact measured as attitude change (Robert East 2015). This study will select significant respondents from Chinese social media users as sample. The WOM communication is send information to marketers from the market-based message interaction community ,gathering consumers with same interests. In this study, not only structural equation modeling (SEM) will be used to test research model. But also using the fuzzy-set Qualitative Comparative Analysis (fsQCA) and SPSS, the first method attempts to find a new configuration to verify the finding and the SPSS can be used to make reliability analysis and validity analysis. WOM of the research model will also be tested by fsQCA and SPSS to obtain the conclusion about what extent do two communication ways influence consumers’ purchase preference. We want to explore different results between opinion leaders and the real users in different communication ways. Based on the results we will give some implication to both marketing scholars and practitioners.

The marketing scholars and practitioners start to consider a new concept, which pay attention to the government policies and company methods would cause a deep influence to develop a sustainable marketing. Because of the customer equity take a more and more importance place in consumer research, companies have become aware of the importance of sustainability, but customers may not realize the significance of this factor. When companies cannot obtain the feedback from the customers, they can not meet the needs as well. Nevertheless, researchers have attempted to determine whether sustainable marketing customer equity, both in positive and negative ways. Using algorithms of configurations of antecedent condition s to refine the shortcomings of symmetric variable hypotheses (McClelland, 1998; Woodside, 2015). Sustainable marketing includes environmental, economic, and social dimensions, in addition to the ethical management dimensions that guide sustainable marketing strategies through CSR (Lii et al., 2013).The environmental dimension requires to build a eco-friendly image, the economic dimension requires to achieve short- and long-term economic goals(bansal 2005); The social dimension requires that companies enhance social and human wellbeing (Kim et al, 2015; Sun et al., 2016). When marketing research has turned to customer lifetime value (CLV) (Rust et al.,2004), they find the future profit is value equity, brand equity, and relation equity has been accepted by most researchers as major drivers. This study bases on models of which factors can influence value of customers and which are not. Structural equation modeling (SEM) has been used to show that sustainable marketing has positive effects on customer equity drivers (Sun, Garrett, & Kim, 2016). However, it has shortage in most empirical behavioral science and business research, in order to lessen influence of the method limitation; a subset of qualitative comparative analysis called faQCA is applied to study. This study make a general conclusion that in the cross-culture, customers can not accept companies lose anyone dimension, even though they perform at normal level in others. Nevertheless if a company achieve a high goal in one dimension, it is also can be admitted by consumers. This research adapts two different countries as the sample to define their value and motivations. And the Adidas as the sample brand to be used in the study. Using the fuzzyset Qualitative Comparative Analysis (fsQCA) attempts to find a new point to explain configural antecedents, to verify the finding and to overcome the shortages. The result of this study is aimed to find the way to narrow the gap between companies, customers and sustainable concepts.

China has been the biggest factory in the world, most of products are marked “made in China”. With the rapid grows of consumption in China, it is also the biggest market. However, Chinese consumers with deep-rooted Confucian value system may different from Western countries (Ramasamy & Yeung, 2009). Do they still have strong consumer ethnocentrism? Or they can accept all the things they made but with the foreign brands? The power of WOM to influence customer attitude toward one brand is well known to all the marketing researchers. But the fast development of internet and social media network changed consumers’ behavior, word-of-mouth has acquired electronic WOM (e-WOM) as a new name (Goyette et al, 2010). Customer use E-WOM to evaluate product and make purchase decision. Ethnocentric consumers are against foreign brands as they believe that purchasing these brands will hurt domestic economy and brands, cause loss of jobs and increase the power of capitalist companies and dependency of poorer economies to them (Kaynak & Eksi, 2013). But customers are will to searching the better products. Such as Chinese mainland consumers hire purchase agent to shopping aboard. The purchase agent post information in the social media network as eWOM. This research wants to explore the young Chinese still have high ethnocentric tendency or not influenced by eWOM. If E-WOM can be a marketing method to reduce the ethnocentrism when foreign brands entry a new country. And also the domestic brands can use E-WOM to enhance ethnocentrism to against foreign brands. In this research, study 1 tests positive E-WOM or negative E-WOM to test if it can enhance Chinese consumers’ ethnocentrism or reduce their ethnocentrism for their own country products. This research also tests if consumer ethnocentrism can influence on brand equity and purchase intention. Based on the literature review, researchers establish concept model was shown in Table 1. This study uses SPSS and AMOS to analysis the sample. Based on the results this research gives suggestions to both academic and practice.

Understanding the types and dynamics of drivers on customer equity has been the subject of marketers’ attention for decades, however it is only recently been suggested that cultural or national contexts play a role in this understanding. Much of this research has been centered on the differences between the West and the Asia with many differences being found. Confucianism is often used to explain these differences. This comes as no surprise as Confucianism is argued to be the dominant cultural philosophy, or mode of thought, influencing East Asian individuals’ and entities’ roles in society and with each other. The philosophy has spread from its foundation in China to influence many other key societies in East Asia, such as Korea, Vietnam, and Japan. The general assumption in most of the literature is Confucianism will act similarly in every society it has spread to, but is this the case? What is not understood, therefore, is if the influence of Confucianism is equal among different East Asian societies? This exploratory study therefore seeks to contribute to knowledge by identifying if Confucianism is an influential force on customer equity drivers? And if so, are there differences between East Asian societies? Given the growing economic clout and importance of East Asia and the rising East Asian diaspora, marketer’s adherence and understanding of Confucian principles may be key to their success of managing their customer relationships, underscoring one of their key assets, their customer equity. With most cross-national research taking an umbrella view of the role of Confucianism as an explanatory variable on the behaviors of East Asian consumers, such as the Chinese and South Koreans (e.g. Bond, 1996; Hofstede, 1980), they are ignoring the behavioral and attitudinal variations that exist between East Asian Societies (e.g. Kim & Leung, 2007; Zhang et al., 2013). There is debate suggesting that Confucianism is having less effect now due to globalization, digitalization and capitalism (Leidner, 2010) potentially creating new hybrid value systems (Ralston, 2008). In China, arguments suggest Confucian influence is lessening due to the systemic philosophical changes in the nation’s society over the twentieth century, with the move from traditional Confucius philosophy to Maoism to socialist capitalism (Chiu 2002, Whitcomb et al., 1998). Other East Asian societies however may have moved away from Confucianism much quicker than China, due to their much earlier global exposure than China’s open door globalization policy in the late 1970s. In spite of this, there is wide agreement that Confucianism remains a strong influence in both China (e.g., Zhao & Roper, 2011) and other East Asian societies,such as Korea (Sung & Tinkham, 2005; Lee et al, 2009). The nexus of our paper therefore is that Confucianism does still have an influential role, but what this role is, and how this role differs between societies should be explored. In its purest form, Confucianism is composed of five constant virtues (e.g. Zhang et al., 2005): Benevolence: kind, sympathetic, compassionate, tolerant and respectful of others; Righteousness: the power to protect justice and goodness; Propriety: following societal regulations and laws; Wisdom: having good knowledge, intelligence and systems to provide excellence; and Trustworthiness: fulfillment of promises. Although the foundations of Confucianism goes back millennia, the use of the virtues to guide commercial operations stems from the Ming Dynasty (1368 – 1644). How adherence to each of the virtues by modern marketing organizations influences their relationships with the modern customer however, has not been explored fully. We argue that each of the virtues will have a positive effect on the key customer equity drivers; value equity, brand equity and relationship equity (Lemon et al., 2001; Rust et al., 2004), and thereon customer lifetime value. Using a sample of young Chinese and Korean consumers, the Confucian five constant virtues, benevolence, righteousness, propriety, trustworthiness and wisdom are measured and their relationships explored on the three dominant drivers of customer equity; value equity, brand equity and relationship equity. The results show that the benevolence, righteousness and wisdom virtues have significant positive relationships on the three drivers. Trustworthiness and propriety virtues however have negative significant relationships. Chinese and South Korean results are then compared. The results show that the Confucianism constant virtues drive different customer equity drivers in these two societies. The five constant virtues have stronger effects for young Chinese customers than their Korean counterparts. The equity drivers of CLV also vary, with brand equity significant in the Chinese sample and value equity significant in the Korean sample. Additionally, some significant paths to the equity drivers differ between Korea and China. Benevolence has a significant negative effect on value and relationship equity drivers (opposite to China) and righteousness a significant effect on value equity (not observed in China). These results support our proposition that a national effect on the manner and influence of the Confucian drivers may vary by society.

Many software enterprises prefer to use usual entrepreneurial approaches and make detailed business plans, which cost them a lot of time and resources. In the highly uncertain environment, the above practice lead to fail at business or entrepreneurship. To avoid the undesirable feature, software enterprises should adopt lean start-up method. The core idea of lean start-up method is to put in a minimalist prototype on the market, and fast iterative product on the basis of customer feedback (Ries, 2011). Because customers are introduced to the products or service iterative innovation process, the enterprise can meet the needs of the market better and grow up rapidly. Meanwhile, the enterprise can find a suitable business model to achieve efficient operation or reduce the risk of entrepreneurship (Maurya, 2013). Combining case study and theoretical deduction, this paper will show a process for software enterprise using lean start-up method. Firstly, based on literature reviews, the paper will sum up the basic logic of lean start-up and specifically expatiate the five-step model for software enterprises which is “idea generation-customer validation-prototype creation-customer feedback-product iteration”. Secondly, this paper will give a lean start-up process for software enterprises. In the process, the first step is drawing a business model canvas rather than a detailed business plan, it may include nine blocks which are key partners, key activities, key resources, value propositions, customer relationships, channels, customer segments, cost structure and revenue streams, each block has a series of hypotheses (Blank, 2013). The second step is adopting the customer development method to test these hypotheses and adjust irrational hypotheses to satisfy customers’ requirements, this step is referred to as validated learning, with the aim of setting up a continuous customer feedback channel and achieving long-term sustainable development. The third step is adopting agile development to build minimum viable product and iterative the product according to customer feedback quickly, in order to reduce waste and save resources. It is essential for lean start-up to use a smaller, faster iterative process to verify the idea (Ries, 2011). Thirdly, this paper will use several typical cases of software enterprises to verify this lean start-up process. Finally, put forward the general rule of lean management so that it can provide reference for the software enterprises.

With the ecological environment deteriorating and rapid growth of world population, sustainable issue becomes a hot issue all over the world. All the state, industry and consumer levels pay more attention to the sustainable filed. Even Kotler (2011) in his study mentioned that the need for sustainable issue means new challenges to the scholars and practitioners. This research aim to the sustainable consumption filed in China. Based on the previous studies, sustainable consumption can be summarized including clothing, food, housing and travelling is an important way to cope with the deteriorating ecological environment and the rapid growth of world population. The Chinese government attaches great importance to sustainable consumption, at the same time the government has issued many sustainable policies to promote the development of sustainable consumption concept. Environmental policies consists of three kinds of instruments (regulation instrument, economic instrument, and information instrument), but which instrument is more effective to promote people’s sustainable consumption attitude and behavior, and whether these effects will be changed or not in different context, previous studies have no clear answer. Based on the literature view, this study organized and established the concept research model. Following the logic of policy-attitude-behavior, the researchers examined the relationship among environmental policy instruments, sustainable consumption attitude and sustainable consumption behavior. Meanwhile, due to long-term orientation was an important variable to explain attitude and behavior, based on time orientation theory, this research also tested the moderating role of long-term orientation between environmental policy instruments and sustainable consumption attitude. Data were collected from Chinese residents in the medium size city, after excluding 67 invalid questionnaires, 325 questionnaires were used to analysis. Through exploratory factor analysis and confirmatory factor analysis, this study confirmed that the scales of main variables had good reliability and validity. Researchers adopted SPSS19.0 to conduct multiple regression analysis. Results showed that regulation instrument and economic instrument had significant effects on sustainable consumption attitude, but the effect of information instrument was not significant. Long-term orientation played the positive moderating role between economic instrument and sustainable consumption attitude; consumers’ sustainable consumption attitude was correlated with sustainable consumption behavior, and was as a mediator between regulation instrument, economic instrument and sustainable consumption behavior. Finally, based on the research results we give some suggestions and contributions to both academy and practice. The conclusions of this study can contribute to the enrichment of environment policy theory，time orientation theory and sustainable consumption，and can provide a certain theoretical guidance and reference for the issue of government on how to promote the development of sustainable consumption. We also point out the limitations of this study and some suggestions for further researches.