This paper investigates a theoretical and experimental evidence for a niche strategy for small and medium online shopping malls to survive against large famous shopping malls dominating the E-commerce market. The present study explored both theoretically and empirically how consumers’ preferences for alternatives in online shopping context are affected by their construal level and concentrated its efforts on the verification of the phenomenon under various frames and regarding various categories(Liberman and Trope 1998; Liberman, Trope, and Stephan 2007, Liberman Trope, and Wakslak 2007). For this, this study demonstrates how chronic construal levels of consumers may affect their alternative choice for online shopping via various contexts (Experiment 1-3) and categories (Experiment 3-5). This series of experiments suggests that consumers with high construal level can be defined as a group that is relatively less susceptible to reputation of the shopping malls. Thus, strategically targeting this group of consumers will help small online malls lacking store reputation to mitigate their competitive disadvantage. Based on both existing literature and the experimental results as above, this research discusses possible methods for small online shopping malls to target high-construal segmentation.

The purpose of this study is to present theoretical and experimental evidence for a niche strategy for small and medium online shopping malls to run business against large famous shopping malls prevailing the E-commerce market. For this, the present study demonstrates how chronic construal levels of consumers may affect their alternative choice for online shopping via various contexts (Experiment 1-3) and categories (Experiment 3-5). This series of experiments suggests that consumers with high construal level can be defined as a group that is relatively less susceptible to reputation of the shopping malls. Thus, strategically targeting this group of consumers will help small and medium-sized online malls lacking store reputation to mitigate their competitive disadvantage. Based on both existing literature and the experimental results as above, this research discusses possible methods for small and medium-sized online shopping malls to target high-construal segmentation.

As sessile organisms, plants have evolved mechanisms that allow them to adapt and survive periods of various environmental stresses including high salinity and drought. The ubiquitin-proteasome system (UPS) is an integral player in plant response and adaptation to various abiotic stresses. Understanding UPS function has centered mainly on defining the role of E3 ubiquitin ligases, which are the substrate-recruiting component of the ubiquitination pathway. Here, we report on Ring finger E3 ligase, Oryza sativa salt- and drought-induced RING finger protein1 gene (OsSDRFP1) in defense responses to osmotic stresses. Results of qRT-PCR and In vitro ubiquitination assay demonstrated that OsSDRFP1 act as an E3 ligase in response to salt and drought stresses. in this study, Subcellular localizations showed that the OsSDRFP1 was observed in cytosol (66%) and nucleus (34%) under non-treated conditions. However, the florescence signals of rice protoplasts after salt treatments detected in nucleus (60%) higher than in cytosol (30%). The Arabidopsis plants overexpressing OsSDRFP1 clearly exhibited hypersensitive responses to salt stress. whereas, OsSDRFP1-overexpressing plants were more tolerant to both drought- and ABA-stresses than the wild-type plants. These results might suggest that OsSDRFP1 has a dual function as a regulator of high salt- and drought-stresses.

Rice is a staple food for over one-half of the world population, especially in Asian countries. Recently, the growth and yield of crop plants was affected by various abiotic stresses, such as salt, drought, and high temperature due to change of climate environment. To study molecular functions of Oryza sativa nuclear-targeted RING Finger Proteins (OsNRFPs) in response to abiotic stresses, we selected 44 OsNRFPs genes, whose subcelluar localizations are predicted to the nucluear, on the basis of expression patterns of a microarray dataset. A total of 44 OsNRFPs were grouped into two types such as RING-HC and RING-H2 via phylogeneitc analysis of their RING domains structures. Subsequently, we surveyed the expression patterns of 44 genes in response to salt stress via qRT-PCR in roots. We found 10 salt stress-induced OsNRFPs and then examined their subcellular localizations. These genes were clearly localized to the nucleus (OsNRFPHC-10), cytoplasm (OsNRFPHC-17 and OsNRFPH2-16) and microtuble (OsNRFPHC-23, OsNRFPH2-17 and OsNRFPH2-05), respectively. These results might provide a key clue for understanding moleuclar functions of the OsNRFP genes associated with salt stress-related signaling pathway