The literature suggests that the adoption and use of social media can derive a number of benefits to B2B firms (see Siamagka et al, 2015; Wang et al, 2016). Despite the benefits however, the adoption and use of social media in B2B setting is slow (Lacka and Chong, 2016), so is research examining social media adoption by B2B firms (Iankova et al, 2018). To date, only a handful of studies explored factors driving social media use for B2B marketing purposes (Siamagka et al, 2015; Lacka and Chong, 2016). Lacka and Chong (2016), for example, revealed that practical acceptability (perceived usefulness, usability and utility) drives adoption decision. They ignored however the role of social acceptability, referred to social factors, which according to Nielsen (1993) is crucial in the technology adoption decision. Social factors are conceptualised as subjective norms or group norms, which motive persuasion of specific behaviour (e.g. technology use). The importance of assessing social acceptability has been most recently highlighted by Brink (2017), who recognises the key role of leadership from senior managers in the adoption and use of social media by B2B firms. Empirical research is however yet to verify such an impact. In addition to limited research on B2B social media adoption, there is lack of research on the role culture plays in the adoption decision. Previous research has showed hat culture impacts adoption of social media and its use (e.g. Hsu et al, 2015). Yet, there is lack of research on the impact of culture on the social media adoption in B2B setting. This study aims to address this research gap. Specifically, in line with this conference call this study aims to examine the impact of Chinese culture on social media adoption by B2B marketing professionals. This will be achieved though exploratory quantitative study.

This is a cross-culture study looking into how organization’s customer orientation and empowerment influence hotel employees’ three types of OCBs (OCB-O, OCB-I and OCB-C). Using data collected from US and Australia employees, the study found that customer orientation was a significant predictor of employees’ three types of OCBs, while empowerment was only a significant predictor for employees’ OCB-C. Culture was found to moderate the proposed relationships, with stronger relationships observed in US than in Australia.

Existing literature provides strong evidence to suggest that e-commerce adoption is subject to the effect of culture. In this stream, researchers adopting Hofstede’s framework (1980) conceptualise culture at the aggregate level, and thus they assume country’s cultural homogeneity. Yet, the argument emerges that this view does not seem to be appropriate anymore, as every country having its unique mix of ethnic groups portrays cultural diversity (Cleveland and Laroche, 2007). Research exploring the adoption of e-commerce by ethnic minority consumers however, is scarce (Lacka and Yip, 2018). Considering growing migration levels, and particularly intra-European migration as well as the increase of ethnic consumers internet use (Kizgin et al, 2018), the investigation of migrants’ attitudes and behavioural intentions toward adopting e-commerce, as well as factors affecting adoption decision are important research topics for researchers, practitioners and policy makers. Although technology adoption has been extensively researched, previous studies on e-commerce adoption suffer from two limitations, which this study aims to address. First, most research on e-commerce adoption considers consumers to be a homogeneous group. However, within group differences exist, and they have an impact on the e-commerce adoption decision. So far however, only a handful of studies have explored the role of consumers’ individual characteristics on behavioural intentions to adopt e-commerce (e.g. Hasan 2010). Second, although the effect of culture on e-commerce adoption has been extensively studied, the simultaneous impact of various cultural influences that migrants are subject to has not been examined. To address these research gaps, the aim of this research is to assess the role of individual characteristics in e-commence adoption, and to reveal the impact of contact with heritage and host cultures on ethnic minority consumers’ attitudes towards behavioural intentions to adopt e-commerce.

The millennials are an important generational group of consumers who purchase luxury online and therefore to know their attitude to luxury has become a significant subject for our study. This study explores whether materialism, need for uniqueness, susceptibility to normative influence, and social media usage affect millennials’ attitudes and purchase intentions toward luxury fashion brands online. In addition, this research examines moderating effect of each dimension of national culture on the relationship between factors and millennials’ attitudes toward luxury fashion brands online. Hofstede’s framework is considered to be the most reliable measure of national culture (Yeniyurt & Townsend, 2003). We used four dimensions of Hofstede’s model of national culture: masculinity, individualism, power distance and uncertainty avoidance. In study 1, we examine millennials’ attitudes toward luxury fashion brand through Q methodology. In study 2, we examine relationships between variables using the SPSS 20.0 program for descriptive statistical analysis and the AMOS 20.0 program for structural equation model (SEM) analysis. The findings will enable marketers of luxury fashion brands to understand millennials’ attitudes toward luxury fashion brands and increase the sales among this target group.

This paper examines the impact of thanks from the sellers on consumer satisfaction in the tourism industry. Study 1 shows that thanks from the sellers (vs. no thank from the sellers) will decrease consumer satisfaction. In this process, perceived fairness and perceived value play a serial mediation role. Study 2 shows that the pricing type (the fixed price vs. the flexible price) plays a moderate role on the impact of thanks from the sellers at the end of a transaction on consumer satisfaction. This paper introduces transaction utility theory and culture difference to explain the seemingly inconsistent phenomenon. Introduction The present studies focus on retailers expressing gratitude and, especially, how the communication of retailer expressing gratitude or not affects consumer satisfaction under the tourism purchase environment. Image that you encounter a seller is selling the souvenirs in the tourist spot you just visit, you would like to buy one of the souvenirs, such as a special cup with the souvenirs logo, you conclude a deal with the seller eventually, after that, the seller thanks for your purchasing and you leave. One question arises, will consumers feel less satisfaction when sellers say nothing than when they say “Thank you” at the end of a transaction? Theoretical Background Thanking is one of the speech acts or communicative acts frequently and abundantly utilized in human interactions, even though, most of these studies have focused on a western perspective, little is known about the experience of tourists from Asia. In western countries, people are accustomed to saying "thank you" after the benefit of others. Some behavioral responses may resemble the expression of gratitude (e.g., saying thank you to a waiter in a restaurant), but may instead be an automatic polite response not grounded in emotion (Buck 2004; Emmons and McCullough 2003; Fazalehasan et al 2017). However, in Somali and China culture, people are not used to expressing thanks, which makes many Americans or Australian feel rude or impolite (Chiu and Hong 2013; Robertson 2014). Here we test the prediction that gratitude from retailers may affect consumer satisfaction in a potentially counterintuitive manner. In other words, we hypothesize that gratitude from the retailer may lead to lower consumer satisfaction. This prediction draws from both the existing literature on gratitude as well as from research on culture difference and transaction utility theory from the response to gratitude. Research Design Two experiments have been conducted to test the hypotheses. Study 1 will provide support for the three central hypotheses regarding perceived fairness inference (hypothesis 1), perceived value inferences (hypothesis 2), and consumer satisfaction (hypothesis 3). Study 2 will test an important boundary condition. This study shows that the proposed negative effect of saying thank you (vs. saying nothing) holds only if the price of product is fixed. Result and Conclusion In the study 1, we found that sellers saying thank you after the transaction leads to less consumer satisfaction. Therefore, an important contribution of our work emerges from our melding of the literature on perceived fairness and value and demonstrating that gratitude from the sellers dictates which literature is more applicable in relationship marketing. Furthermore, we also examined the mechanism in study 2 and explore a boundary condition. We discovered that when the price of a souvenir is fixed, consumers feel more satisfaction when sellers say nothing than when they say “Thank you” at the end of a transaction. Conversely, when the price of a souvenir is not fixed, which is to say when consumers can bargain in the store, consumers feel less satisfaction when sellers say nothing than when they say “Thank you” after the transaction

The growth of capitalism plays the crucial role in consumers’ consumption that drive businesses to employ new technologies to increase the efficiency of production process. It is inevitable that consumers have to take responsibility for this movement, because they are the central of market system in which most businesses have to provide choices of purchasing. It causes the impacts to overconsumption in natural resources and also affects to social and environment problems. Sheth et al. (2011) provide alternative framework for developing sustainable consumption through the concept of mindful consumption. It is in line with the Consumer Culture Theory which consumers co-create the meaning of consumption, experience, or activity in all cycles of consumption – acquisition, consumption, possession, and disposition (Arnould and Thompson, 2005). Sheth et al. (2011)’ mindful consumption is demonstrated as the strategy how consumers can control their desires, behavior, and consumption. However, there is little interest to study how to develop mindful behavior. Therefore, this paper has shed the light on how consumption provides less impact to society whereby consumers are conscious and concerns the results of their consumption. The qualitative research was employed to collect data in regarding to mindful consumers who live in harmony with nature, environment, and mind. Participant observations and in-depth interviews were conducted to make understanding of mindful consumption in Thai culture. Practice of mind and body were found in Thai culture that play an important role in co-creating well-being and sustainable society.

This paper develops a conceptual model of international social media marketing strategy that describes how culture shapes consumers’ use of social media around the world. Drawing from cultural psychology, marketing, and computer information systems, we use Kietzmann et al.’s (2011) functional building blocks of social media to organize social media functions, then explicate how various dimensions of culture affect the way such social media functions are used across cultures. By delineating these complex relationships, our model and the propositions that stem from it offer directions for future research and advance understanding of cross-cultural differences with implications for businesses that provide social media or capitalize on social media for global reach in the international marketplace.

Corporations, governments, and non-profits across the world have implemented proenvironmental campaigns to promote sustainable practices. To better understand crosscultural differences in environmental persuasion, we draw on research on self-conscious emotion (Tangney & Dearing, 2002), construal level theory (Trope & Liberman, 2010), and cultural psychology (Ratner, 2000). The current research examines how the emotions of guilt and shame cause people from Eastern and Western cultures to differently perceive green advertising messages that are framed concretely or abstractly. Two hundred fifty-five undergraduate students were randomly assigned to a 2 (emotion priming: guilt vs. shame) x 2 (construal message frame: abstract vs. concrete message) x 2 (nationality: Americans vs. Koreans) between-subjects design. The results indicate that message concreteness effect is present among guilt-primed Americans and shame-primed Koreans (culturally relevant), but absent among shame-primed Americans and guilt-primed Koreans (culturally irrelevant). Theoretical and practical implications are discussed for developing global green advertising message strategies.

The mesenchymal stem cells (MSCs) that reside in dental tissues hold a great potential for future applications in regenerative dentistry. In this study, we used human dental pulp cells, isolated from the molars (DPCs), in order to establish the organoid culture. DPCs were established after growing pulp cells in an MSC expansion media (MSC-EM). DPCs were subjected to organoid growth media (OGM) in comparison with human dental pulp stem cells (DPSCs). Inside the extracellular matrix in the OGM, the DPCs and DPSCs readily formed vessel-like structures, which were not observed in the MSC-EM. Immunocytochemistry analysis and flow cytometry analysis showed the elevated expression of CD31 in the DPCs and DPSCs cultured in the OGM. These results suggest endothelial cell-prone differentiation of the DPCs and DPSCs in organoid culture condition.

Mycoplasma spp. are extracellular bacteria that colonize on the respiratory epithelium of humans and animals. It is a causative agent of pneumonia commonly complicated by opportunistic infectious bacteria. Mycoplasma spp. infection cause relatively mild disease in the absence of environmental stressors, but when complicated by secondary bacterial invaders the resultant disease can cause obvious clinical disease and severe production losses in intensively reared pigs Mycoplasma spp. are highly fastidious bacteria, difficult to culture and slow growing. Many species of Mycoplasma spp. are important pathogens causing respiratory infection in animals and known to induce huge economic losses. The aims of the present study were to develop a rapid isolation and culture method of wild type Mycoplasma spp. in pigs. We used Mycoplasma spp. genus specific direct PCR without DNA extraction procedure using PhireⓇ Animal Tissue Direct PCR Kit from the lung tissues with pneumonia lesions. Therefore, we could save the time for tissue processing and increase the accuracy of Mycoplasma spp. inclusion prediction in lung tissues. Thereafter, we used the optimized media to isolate and culture Mycoplasma spp. As the results, Mycoplasma spp. could be isolated and cultured quickly and efficiently. These results could provide an efficient strategy and method for the rapid and accurate isolation and culture of wild type Mycoplasma spp. in pigs.

본 연구는 ‘제조업 생산직 여성들의 생존권 투쟁’을 주제로 1980년대 한국의 민중미술운동의 영향을 받으며 ‘노동자로서의 여성’이라는 측면을 여성의 시각에서 스스로 표현하고자 한 한국의 여성주의 미술운동의 시발점에 주목하였다. 같은 맥락에서 1990년대 이후 노동자로서의 여성의 노동활동을 다룬 영상작품들이 계속하여 한국여성영상작가에 의해 발표되고 있는데, 이는 1980년대 산업체의 여성 노동운동을 뿌리를 두고 전개되기 시작한 한국의 여성주의 문화운동의 한 특징이다. 이것은 제2차 세계대전 이후 독립 국가들이 겪었던 경제성장과 민주화의 정착이라는 근대화의 역사를 배경으로 한국 사회의 경제성장구조에서 자신의 ‘노동’의 가치를 인정받고자 한 여성들의 주체의식에서 비롯되며 서구권의 여성주의 문화운동과는 그 역사적 차이점을 갖는다.

반려동물산업은 지속적으로 성장하였으며, 2020년에는 반려동물 관련 시장규모가 5조 8,000억 원으로 성장할 것으로 예상된다. 하지만 반려동물 산업이 지속적으로 성장한 것에 비해, 반려동물 문화의 수준은 성숙하지 못하다. 반면에 해외의 반려동물 시장은 우리 나라보다 크고, 반려동물 문화 또한 성숙한 문화가 자리 잡고 있다. 그래서 해외 반려동물 문화 관련 현황 파악을 통해서 국내 반려동물 문화 발전을 위해 제안할 수 있는 것을 알아 보고자 총설논문을 작성하였다. KISS, DBpia, RISS, 원광대학교 중앙도서관에서 자료를 검색하였으며 자료들을 크게 국･내외 반려동물산업, 국･내외 반려동물문화, 국･내외 반려 동물 관련법과 정책으로 분류하였다. 연구결과, 우리나라의 올바른 반려동물 문화를 정착 시키기 위해서는 개선되어야 하는 점이 많았으며, 해외의 반려동물 문화를 통해 발전될 수 있다는 점이 많다고 판단된다.

‘반려동물 가구 1천만 시대’, ‘4가구 중 1가구가 반려동물 가구’. 이제 반려동물과 함께 사는 사람을 보는 것이 흔한 일이 되었다. 반려동물 가구가 전폭적으로 증가하고 있는 추세임에도 불구하고 반려문화의 발전 속도가 현저히 뒤쳐져 위와 같이 반려견의 공공장소 이용에 대한 반려인과 비반려인 간의 갈등이 심화되고 있다. 때문에 반려인과 비반려인간의 갈등을 해소하여야 할 필요성을 느껴 이를 위해 국내 반려견 공공장소 이용에 대한 비반려인의 인식을 조사하고자 하였다. 본 논문은 설문조사를 통해 진행되었으며, 공공장소 중 반려인과 비반려인의 접촉이 가장 빈번한 공원, 인도, 내부 공공장소, 공동주택, 대 중교통을 선정하여 각 장소에 따른 인식을 조사하였다. 설문조사 결과 각 장소마다 비반려인이 반려인과 반려견에 대해 가지고 있는 인식과 요구사항이 다르다는 것을 알 수 있었다. 예상 외로 반려견 자체에 대하여 부정적으로 보는 사람보다 긍정적으로 보는 사람이 다수였다. 반려견의 공공장소 이용을 부정적으로 보는 사람 중에서는 반려견에 대한 인식부족으로 인한 편견을 이유로 드는 한편 반려인의 펫티켓 부족, 반려견 관리 미흡을 이유로 들기도 했다. 이를 개선하기 위해 각 지방자치단체에 동물보호과가 신설 및 증설을 통해 처벌뿐만 아니라 목줄 미착용과 같은 동물보호법 위법행위에 대한 감시 감독 또한 강화해야 한다. 더불어 국가적 차원에서 국민을 대상으로 인간과 동물의 공존을 위한 교육이 시행되어야 한다. 동시에 반려인을 대상으로 한 올바른 펫티켓을 비롯한 반려동물 관리에 대한 교육이 필요하다.

Even though many researchers emphasise the interrelatedness of language and culture and the significance of teaching culture in foreign language education, understanding how culture can be taught has proven to be a difficult undertaking in many respects. This problem is hardly new, and the problems of defining what culture is and how to teach it in language classes have been of concern to researchers for decades. Developments in technology have opened up access to cultural resources from all over the world, and to this end, methods of teaching culture using technology have started to appear more regularly in research associated with second language teaching and learning. A glance through the literature reveals, however, that where in the past many teachers focused on teaching a single culture within a language class, in recent years there has been a movement to try to broaden the focus to include general intercultural communication competence, but a systematic approach for methods of teaching culture have been still lacking. However, it is generally accepted that cross-cultural understanding is indeed a by-product of foreign language learning, and language should be taught as an explicit element of cultural practice. Therefore, it is necessary to consider issues about teaching culture in foreign language education such as what role culture plays in language teaching and how it is being taught. Based on current developments in technology, it is timely to think about effective teaching methodologies for integrating culture and language that prepare learners to communicate and collaborate effectively in the 21st century

융⋅복합 제품의 확산, 디지털 기술의 발전과 고도화, 제품수명주기의 단축, 지식원천의 다양화 등 경영환경의 급격한 변화로 인하여 기업은 내부 자원만을 이용한 혁신으로 경쟁에 대처하기 어려운 상황에 놓이게 되었다. 특히, 중소기업은 자체 기술개발의 한계와 자원의 제약으로 인해 환경변화에 신속하게 대처하기가 더욱 어렵다. 기업이 제품과 시장에서 지위를 강화하기 위해서는 혁신에 필요한 아이디어나 기술 등을 외부에서 조달하고 내부의 자원들도 외부와 공유하며 새로운 제품과 서비스를 개발해야만 한다. 기업이 기업 내부와 외부로의 지식흐름을 활용하여 내부 혁신성과를 높이고 혁신의 외부 활용시장을 확대하여 기업의 가치를 높이는 개방형 혁신 패러다임은 여전히 유용한 혁신 전략이 될 수 있는 이유이다. 개방형 혁신에 관한 다양한 연구들이 진행되었지만, 중소기업의 개방형 혁신의 선행요인과 기업성과를 하나의 연구모형으로 분석하여 개방형 혁신에 대한 심층적인 이해를 제공한 연구는 부족하다. 또한 개방형 혁신의 선행요인 연구에서 그 중요성에도 불구하고 충분하게 검증되지 않았던 기업가 지향성과 개방적 조직문화에 대해 그 영향을 실증적으로 확인할 필요가 있다. 본 연구는 중소기업의 기업가 지향성과 개방적 조직문화가 개방형 혁신에 미치는 영향을 검토하고, 기업가 지향성, 개방적 조직문화, 개방형 혁신이 기업성과에 미치는 직⋅간접적 영향을 개방형 혁신의 매개효과를 중심으로 분석한다. 실증분석을 위해 우리나라 상장기업들과 외부감사기업들 중 종업원 100인 이상 5,000명 이하 제조기업을 대상으로 설문조사를 진행하였으며, 283개의 유효한 응답결과에 대해 구조방정식 모형을 이용하여 연구모형과 가설을 검증했다. 실증분석 결과는 첫째, 기업가 지향성은 개방형 혁신과 기업성과에 긍정적인 영향을 준다. 둘째, 기업의 개방적 조직문화는 개방형 혁신에는 긍정적인 영향을 나타내지만 기업성과에 미치는 직접적 영향은 통계적으로 유의하지 않는 것으로 나타냈다. 셋째, 개방형 혁신은 기업성과에 긍정적인 영향을 나타내는 것으로 확인되었다. 넷째, 개방형 혁신은 기업가 지향성과 기업성과 사이에서 부분적으로 매개효과를 나타내며, 개방적 조직문화와 기업성과 사이에서는 완전매개 효과를 나타내었다.

본 연구에서 우리는 국가문화의 기술혁신활동에의 영향을 탐색해 보았다. 먼저 (국가)문화의 개념을 정리하였고, 다양한 세부 국가문화지표들에 대한 논의도 추가하였다. 다음으로 국가문화가 기술혁신 활동 및 성과에 영향을 미치는 이론적 메커니즘을 기존 문헌 을 통하여 정리하였다. 국가문화는 국가 사회를 구성하는 근저를 이루는 틀을 형성하는 다양 한 개념을 종합한 것이기 때문에 각 개념별로 기술혁신시스템에 미치는 영향은 크게 다름을 알 수 있었다. 마지막으로 국가문화가 기술의 특성, 사회제도, 정책 등과 어떻게 상호작용을 하면서 기술혁신활동에 영향을 미치는 지를 탐색해 보았다. 관련 문헌, 이론 및 실증분석을 정리하면서 동시에 이에 기반 하여 새로운 논의를 제안하고 다양한 미래연구 가능성을 제시 하였다. 이를 통한 기술혁신이론에의 시사점도 정리하였다.