The purpose of this study is to understand the impact of brand extensions. Specifically, the study examines how consumers’ perceived fit between parent brand and newly extended brands may help facilitate consumers’ post extension evaluation of parent brand equity and brand concept.

Background: Most of the previous researches on the abnormality of breathing pattern have focused on the silence of functional movements owing to such abnormality, however, have not been clearly identified the relationship between the abnormal breathing pattern on one hand and kinesiophobia and flexion relaxation phenomenon (FRP) on the other hand. Objective: To compare patients with chronic low back pain (CLBP) and healthy person in the abnormality of breathing pattern, kinesiophobia, and FRP during flexion and extension of the trunk. Design: Case-control study. Methods: The research subjects consisted of a group of 15 healthy adults and another group of 15 patients with CLBP. Capnography was used to measure the endtidal CO2 (EtCO2) and respiratory quotient (RQ). The muscle activity of multifidus and erector spinae of the subjects was measured during flexion and extension of the trunk to identify their FRP. The Nijmegen Questionnaire (NQ) and Tampa Scale of Kinesiophobia (TSK) were utilized to measure their breathing patterns and kinesiophobia, respectively. The Kolmogorov-Smirnov (K-S) test was conducted in order to analyze the normal distribution of the measured data. Their general characteristics were identified by the descriptive statistics and the independent t-test was performed to identify the differences between the two groups in terms of abnormality of breathing pattern, kinesiophobia, and FRP. The level of significance was set at α=.05. Results: The patients with CLBP had significantly less EtCO2 and shorter breathing hold time (BHT) than normal healthy person (p<.05). The patient with CLBP also had significantly greater kinesiophobia than healthy person (p<.05), and had less FRP than the healthy person (p<.01). Conclusions: These results suggest that the CLBP had greater abnormality of breathing pattern and kinesiophobia with less FRP than healthy person.

철도 분기기는 결선부와 곡선부의 존재로 인하여 선로에서 가장 손상이 많이 발생하는 구간이며, 구조적 건전성을 유지관리하기 위하여 매년 상당한 비용이 투입되고 있다. 레일연마는 이러한 분기기의 레일 손상을 감소시켜 유지관리 비용을 저감할 수 있는 방안 중 하나로 알려져 있으나, 현재까지 국내에서는 분기기 레일 연마를 통한 유지관리 비용 절감 효과를 정 량적으로 연구한 사례가 거의 없는 상황이다. 이 논문에서는 분기기 레일 연마를 통한 유지관리 비용 절감 효과를 다물체 동적 해석프로그램인 VI-Rail을 이용하여 검토하였다. 레일 연마 효과는 레일 표면의 조도를 이용하여 모사하였으며, VI-Rail 프로 그램의 Flextrack 모델을 이용하여 차량-궤도 상호작용해석을 수행하였다. 수치해석은 60kg #8 분기기와 EMU 차량 모델을 이용 하여 수행하였으며, 레일 표면 조도는 실제 궤도에서 측정된 값을 기반으로 작성한 PSD 함수를 이용하여 모사하였다. 해석 결 과 레일 연마는 분기기 레일의 피로 수명을 6.5% 가량 증가시키는 것으로 나타났다.

Background: Improvement of the lumbo-pelvic stability can reduce the compensatory action of the erector spinae (ES) during prone hip extension (PHE). Furthermore, the application of abdominal drawing-in (ADI) maneuver increases the action of gluteus maximus (GM) and decreases the action of ES during PHE by improving the lumbo-pelvic stability. However, the post-ADI exercise effects on PHE, not the real-time application of ADI maneuver, has not been studied. Objects: This study is aimed at investigating the post-ADI exercise effects on the muscle activities of GM and ES during PHE. Methods: A total of 24 female adults participated in the study, and they were divided into two groups: Those with normal abdominal muscles (n1=12) and those with weak abdominal muscles (WA) (n2=12). Before the intervention, the subjects’ GM and ES muscle activities during PHE were measured. Subsequently, the two groups were asked to perform the ADI exercise for 10 minutes. After the ADI exercise, the GM and ES activities were equally measured during PHE. Results: The comparison result of the ES muscle activities before intervention shows a significant difference between the two groups (p<.05); the WA group showed higher muscle activities than the normal group. For the within-group comparison, the muscle activities of the ES in the WA group significantly decreased after the ADI exercise (p<.05). For the GM muscle activity, no significant difference was observed in all comparisons (p>.05). For the changes in muscle activities before and after the ADI exercise, a significant difference exists between the two groups only for the changes in ES activities (p<.05); WA group exhibits higher changes than the normal group. By contrast, no significant difference exists between the two groups for the changes in GM activities (p>.05). Conclusion: After the ADI exercise, the compensatory action of ES in the female adults with WC is implied to decrease during PHE.

This study examined the correlation between power error (PE) and velocity error (VE) according to the condition and frequency of self-controlled feedback (SCF) during knee extension. One hundred participants were randomly assigned to 30% SCF, 70% SCF, 30% yoked feedback (YF), 70% YF and control group, respectively. The SCF group was provided with feedback when they requested it, whereas the YF group did not influence the feedback schedule. Participants in the control group were not given any visual feedback during the experiment. The isotonic, isometric, and isokinetic dynamometer (PRIMUS RS, BTE, USA) was used to measure the power and velocity error during knee extension. The collected data was analyzed using a Pearson test and SPSS 21.0. The correlation between PE and VE according to the condition and frequency of feedback on each phase during knee extension was significant. Both PE and VE were significantly higher when the feedback was provided with high frequency, passive, and no feedback. Our study suggests that application of SCF can help to improve the proprioception of the healthy person while reducing errors through low frequency and active feedback.

Background: We developed a novel integrative lumbar stabilization technique that combines lumbar extension (LE) exercise with abdominal drawing-in maneuver (ADIM) to ameliorate low back pain (LBP) associated with neuromuscular imbalance and instability, based on the collective evidence of contemporary spinal rehabilitation. Objects: The specific aim of the present study was to investigate the effects of LE exercise with and without ADIM on core muscle strength, lumbar spinal instability, and pain, as well as functional characteristics in individuals with LBP using advanced radiographic imaging techniques. Methods: patients with mechanical LBP (N = 40, 6 males; 35.1±7.6 years) were recruited and randomly assigned either to the combined LE and ADIM (experimental group) or the LE alone (control group). Outcome measures included the visual analog scale, the modified Oswestry Disability Index, muscle strength imbalance (MSI), and radiographic imaging. The lumbar intervertebral displacement (LID), intervertebral (IV) and total lumbar extension (TLE) angles were calculated to evaluate the lumbar segmental instability. Results: The experimental group showed significant differences in the L3-L4, L5-S1 LIDs, L4-L5 and L5-S1 IV angles, and TLE angle as compared to the controls (p<.05). Immediate pain reduction and muscle strength imbalance ratio were significantly different between the groups (p<.05). Conclusion: These results suggest that the addition of ADIM significantly increased lumbar spinal stabilization in individuals with LBP, thereby reducing pain associated with functional lumbar flexion during daily activities.

Background: Round shoulder posture, results from excessive flexed posture of the thorax, is defined as a position of scapular protraction, anterior tipping, and downward rotation. However, previous studies have focused on only passive position of the thorax during scapular posterior tilting (SPT) and have not reported on SPT combined with correction of flexed posture. Objects: The aim of this study was to compare effects of SPT and SPT with prone trunk extension (SPT + PTE) on activities of the lower trapezius, serratus anterior, and thoracic erector spinae and degree of posture in subjects with round shoulder and flexed posture. Methods: Fifteen subjects with round shoulder and flexed posture were recruited. The caliper was used to measure the degree of round shoulder and flexed posture. Electromyography was performed to collect data of muscle activities. Paired t-test was used to compare two exercise (α=.05). Results: When SPT + PTE was applied, the degree of round shoulder posture (p=.001) and flexed posture (p=.039) significantly decreased compared with that when SPT was applied. The lower trapezius activity significantly increased in the SPT + PTE condition compared with that in the SPT condition (p=.026). There were no significant differences in serratus anterior activity between SPT + PTE and SPT. The thoracic erector spinae activity significantly increased in the SPT + PTE condition compared with that in the SPT condition (p=.014). Conclusion: SPT + PTE might be one of the effective methods to enhance activities of lower trapezius and thoracic erector spinae, and to reduce round shoulder posture and flexed posture in subjects with round shoulder and flexed posture.

This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media) × 2(consumer innovativeness: high vs. low) × 2(the type of fashion brand extension: similar vs. dissimilar) three-way mixed design in which consumer innovativeness is the between-subjects variable. Subjects of this study included 210 men and women in their 20s and 30s who resid in Seoul and had SNS experiences. Frequency analysis, credibility analysis, three-way ANOVA, and simple interaction analysis were conducted using the SPSS 20.0 statistics package. The results are as follows: First, the type of fashion advertisement had a significant effect on advertising credibility. Cross-media advertisements had a more positive effect than general advertisements on all of the dependent variables. Also, the type of brand extension and consumer innovativeness showed significant effect on advertising credibility and the interaction effect between the type of fashion advertisement and consumer innovativeness was significant. Lastly, the effect of different types of brand extensions on advertising credibility showed a significant difference according to consumer innovativeness. Thus, a marketing strategy using cross-media advertising is proven to be effective in gaining consumer trust for a fashion brand.

Recently, there is a great attention and interest in robotics and artificial intelligence technology in various research field including agriculture and life science due to its high functionality and potentiality. In this talk, I will present several agricultural robotics projects progressing in my research group, Human-centered Robotics and Automation Laboratory. In details, the following four researches will be introduced in focus with swarm robotics, simultaneously localization and mapping, and deep learning technologies: 1) multiple agricultural unmanned aerial vehicles; 2) intelligent autonomous spraying vehicle; 3) autonomous unmanned aerial vehicle based small insect tracking and mapping system; and 4) autonomous cooperation of heterogeneous agricultural robots.

The domestic natural enemy industry was formed by public institutions before the natural enemy companies were formed. In 1995, during the decentralization period, the technololgy of natural enemy breeding developed by the Rural Development Administration and the Agricultural Research Institute of each province were spread to the Agricultural Technology Centers of each county, Agricultural Technology Centers has supplied a large number of natural enemies to farmers for free. Since the beginning of the 2000s, when the first natural enemy company called Korea-IPM was created in Korea, the natural enemy industry boomed with the birth of Cecil Co., Ltd., a large natural enemy company. Prior to the birth of a natural enemy company, Domestic methods of using nautral enemies to release the natural enemies against the target pests and to test their effectiveness were similar to those of using chemicals. After then, the introduction of banker plant, a natural enemy protection plant, began to develop the concept of natural enemy protection limited to Aphidius colemani, and the effect was excellent. However, there were many cases where the success and failure of biological control were staggered because only the use value of the natural enemy for the target pest was dealt with. Therefore, in our laboratory, we are exploring and developing of the using method of trap plant that can concentrate densities by attracting insect pests. Also, when using a variety of natural enemies in a single plant, we are studying strategies to increase the pest control efficiency by identifying the interraction between natural enemies and determining their amount of releasing.

Now that problems with force-based seismic design have been clearly identified, design is inclined toward displacement-based methods. One such widely used method is Direct-Displacement-Based Design (DDBD). Yet, one of the shortcomings of DDBD is considering higher-mode amplification of story shear, moments, and displacements using equations obtained from limited parametric studies of regular planar frames. In this paper, a different approach to account for higher-mode effects is proposed. This approach determines the lateral secant stiffness of the building frames that fulfill the allowable inter-story drift without exceeding the desired story displacements. Using the stiffness, an elastic response spectrum analysis is carried out to determine elastic higher-mode force effects. These force effects are then combined with DDBD-obtained first-mode force effects using the appropriate modal superposition method so that design can be performed. The proposed design procedure is verified using Nonlinear Time History Analysis (NTHA) of twelve planar frames in four categories accounting for mass and stiffness irregularity along the height. In general, the NTHA response outputs compared well with the allowable limits of the performance objective. Thus, it fulfills the aim of minimizing the use of NTHA for planar frame buildings, thereby saving computational resources and effort.

Newly extended brands may use the retailers as a channel for new products in order that consumers can become familiar with them, since retailers as an initial contact point of transactions have become empowered to supply products to consumers. Related research has suggested that horizontal or vertical extensions enable brand companies to introduce new products by collaborating with retailers to offer a one-of-a- kind product line to differentiate their products and to gain the attention of consumers. Even though brand companies often produce different products through more than one extension, the effects of multiple extensions in a brand are not clearly investigated. In this regard, the current study aims to focus on how consumers evaluate extended brand products depending on the brand extension types (vertical and horizontal) when a brand collaborates with a retailer. Drawn from the attitude accessibility theory (Fazio, 1986), the conceptual framework was developed. The hypothesized relationships were examined using structural equation modeling (SEM) techniques with survey data of 218 responses for the vertical extension and 226 responses for the horizontal extension. The results show that the image fit between a brand and retailer has a significant relationship with attitude toward brand and consumers’ evaluations of brand extensions. However, the results highlight that the quality fit is only directly related to retailer attitude in the case of horizontal extension. Overall, the findings provide empirical evidence on how perceived fit between brand and retailer influences consumers’ attitude and brand extension evaluations. The current study makes several key contributions to both academia and industry practitioners by explaining how new products from extended brands may have different evaluative processes depending on the types of brand extensions when collaborating with a retailer.

This research examines the interplay between brand structure (i.e., cohesiveness and similarity) and extension typicality on extension spillover effects using two experimental studies. The results reveal that the dominance of brand similarity and cohesiveness on extension spillover effects depends on how typical the effecting brand extension is to its brand. For typical extensions, the cohesiveness of existing brand extensions is the determinant factor on extension spillover effects. In contrast, for atypical extensions, the similarity of existing brand extensions is the determinant factor on extension spillover effects. Moreover, brands with similar brand extensions are inherently perceived as high cohesive brands, which enhance perceived brand quality. In contrast, brands with dissimilar brand extensions are inherently perceived as low cohesive brands, which weaken perceived brand quality. However, brands with dissimilar brand extensions are perceived to be cohesive brands if the product functions of the brand extensions are interdependent.

Introduction With awareness of the importance of environmental protection, encouragement of green consumption has been an important part of the Chinese government's efforts to promote sustainable development. Green consumption is similar to the concept of environmental responsible consumption, which refers to individual’s behavior with a consideration of the environmental impacts in the process of purchasing, using and disposing of various products, or use of various green services (Stern, 1999). Previous studies tried to predict pro-environmental behavior with social-psychological factors, such as values, attitudes and beliefs. However, researches about the relationship between environmental attitudes and behaviors do not produce consistent results. Some prove that they are positive related, and others argue that their relationship is very weak. Studies have testified that lots of consumers declare that they concern about the environmental situation, but hesitate to pay for green products due to this affect (Chang, 2011). Advancing knowledge about the motivations and obstacles that shape intention and behavior of green consumption is important. The theory of planned behavior (TPB) (Ajzen, 1991) is appropriate as an initial framework for studies investigating consumers’ pro-environmental behaviors. With the inclusion of a new construct perceived behavioral control, the explanatory ability of this model is strengthened. However, simple adoption of this model does not give us deep insight into consumers’ behavior. Later studies apply TPB in different contexts (e.g. Paul, Modi, Patel, 2016; Mancha & Yoder, 2015; Han, Hsu, Sheu, 2011). The mechanism of how attitude, norms and perception of behavioral control are formed may differ in different circumstances, which is still under research especially in China. The purpose of this paper is to (a) identify applicability of TPB model in predicting green purchasing intention and behavior in China and capture which factor including attitude, perceived behavioral control and norm is the most influential determinant; (b) to examine the most useful psychological and situational antecedents, which indirect influence consumers’ green purchase behavior through the factors in TPB framework. Literature Review and Hypothesis Development Green products refer to those produced with consideration of less harm to the ecological environment such as air, water and land. Green purchase behavior should be considered as a typical socially conscious behavior that is different from other types of consumer behaviors, which can deliver instant personal gain and gratification (Kim & Choi, 2005). Most of the time, pro-environmental purchasing is future-oriented and benefits society as a whole (Author, Mccarty, & Shrum, 2001). Previous research models seek to explain green purchase behavior from two aspects of causal factors. Some emphasize intra-personal determinants from within and others may stress that from outside. However, a single consideration of any one set of these factors will weaken the interpretation of consumers’ green consumer behavior. The research model of this study is based on the most influential TPB framework. Some significant psychological and situational factors are integrated into the framework with the purpose of further understanding Chinese consumers’ purchase behavior. Theory of planned behavior According to the TPB model, individual’s decision making is oriented by a rational evaluation of behavioral consequences (Bamberg & Moer, 2007). The intention to perform a behavior, is considered as the central factor in the TPB model (Tarkiainen & Sundqvist, 2005). Attitude toward the behavior, subjective norm about the behavior, and perceived behavioral control regarding the performance of the behavior are three principal factors that determine behavioral intention. H1: Intention to buy green product has a positive relationship with the green purchase behavior. Attitude refers to individuals' beliefs about the outcomes of the behavior together with an evaluation of the importance of these outcomes. Consumers who feel positive toward green products and have agreement on their environmental goodness will most likely to consider buying products with pro-ecological features. H2a: Attitude toward buying green product is positively associated with the intention to perform green purchase behavior. Subjective norm refers to the responses of important reference group (e.g. family members, close friends) to a particular behavior. Some scholars argue that “subjective norm” is the weakest component in the TPB model when predicting behavioral intentions due to its feature of both self and social interest (Armitage & Conner, 2001; Bagozzi et al., 2000). In this study, “moral norm” instead of “subjective norm” is proposed as a direct predictor of intention toward green purchasing. Moral norm indicates individual’s perception that whether performing a certain behavior is morally correct or not (Ajzen, 1991). H2b: Moral norm regarding buying green product is positively associated with the intention to perform green purchase behavior. Perceived behavioral control is an individual’s perception about if performing a particular behavior is easy or difficult. People tend to be more involved in behaviors that are considered to be easier to realize than what they think is difficult and have less control (Bamberg & Moer, 2007). H2c: PBC of buying green product is positively associated with the intention to perform green purchase behavior. Psychological antecedents of attitude Environmental concern indicates consumers' awareness about environmental issues and people’s worry that the human intervention will have threat to the environment (Kim & Choi, 2005). Literatures reveal an indirect relationship between ecological affect and actual behavior. Bang et al. (2000) concludes that environmental concern has indirect effect on purchase intention through the influence of consumer’s attitude toward paying a premium for renewable energy. The emotional responses to ecological problems help consumers to create a positive attitude toward green purchase behavior. H3a: Environmental concern is positively associated with the attitude toward green purchase behavior. Environmental knowledge represents consumers’ understanding of the environmental conditions, as well as fundamental factors that contribute to environmental change and crucial ecological effects (Pagiaslis & Krontalis, 2014). Knowledge has impact for individual’s cognitive processing. Zhao et al. (2014) confirms knowledge as one of the factors that form people’s attitudes toward environment-friendly behavior. Compared with less knowledgeable consumers, those who have more environmental knowledge incline to be more concerned about the environment, which in turn leads consumers to take attention to products’ ecological features while purchasing (Kim, Park, & Schwarz, 2010). H3b: Perceived environmental knowledge is positively associated with attitude toward green purchase behavior. In the pro-environmental behavior domain, PCE indicates to what extent consumers feel that every single person can contribute to solve environmental problems through their own efforts and their everyday purchase behavior (Straughan & Roberts, 1999).With the absence of belief that individual’s actions have observable outcome in making different solution to a problem, people will hesitate to take into action. Kim and Choi (2005) conclude that PCE has indirect effect on green purchasing through the role of ecological sensitive attitudes. H3c: PCE is positively associated with attitude toward green purchase behavior. Moral norm and subjective norm Bamberg and Moer (2007) suggest that people make use of subjective norms to determine whether a specific behavioral choice is easy to perform or whether it is beneficial. The opinions from “important others” deliver the standards for people to conform when they encounter the same situation. That is, the views about what is right or wrong from reference group will be absorbed and transformed as one’s personal moral norms (Bamberg & Moer, 2007). H4: Subjective norm is positively associated with moral norm regarding green purchase behavior. Situational factors influencing PBC Perceived availability indicates if consumers feel they can easily obtain or consume a certain product. If green products are not easy available, most consumers will not spend too much time and effort for searching. The limited availability and inconvenience in obtaining products is bound to hamper green products purchasing (Vermeir & Verbeke, 2006). H5a: Perceived availability of green product is positively associated with PBC regarding green purchase behavior. Perceived price is one of the most important factors that have impact on consumers’ decision-making of green consumption (Osterhus, 1997). Green products are generally priced higher than conventional products. However Chinese consumers who would like to pay a large premium are still in the minority. The perceived high price is a barrier that influences consumers’ perceived capability over green purchase behavior. H5b: Perceived price of green product is negatively associated with PBC regarding green purchase behavior. Information has an impact on individual’s cognitive process. It is an influential factor that leads consumer behavior change (Bator & Cialdini, 2000). Atkinson and Rosenthal confirm that eco-labels have effects on consumer’s trust and purchase intention. If consumers feel hard to recognize eco-labels and cannot understand their difference with regular ones, their perception of control will be highly influenced and the green purchase may be hindered. H5c: Perception of information provided by eco-label is positively associated with PBC regarding green purchase behavior. Methodology This research adopted the survey approach for data collection. A questionnaire that consisted of 46 items was designed according to relevant previous studies. All the items in the questionnaire use five-point Likert scale, which ranging from “strongly disagree” (1) to “strongly agree” (5). The target group of this study was consumer who is over 18 years old in the urban areas of Mainland China. An online survey was conducted for collecting data in the mid-October, 2017 and 500 samples were collected totally. After removing the disqualified questionnaires, 485 questionnaires were identified as eligible for further analysis. To testify the proposed hypotheses, the simple and multiple linear regression analyses using IBM SPSS Statistics was primarily adopted in the study. Meanwhile, the structural equation modeling (SEM) was also conducted as an alternative approach to examine the arguments. Results Firstly, the theory of planned behavior suggested by Ajzen (1991) was proved to be applicable in the green purchasing circumstance. Attitude was identified to play the most significant role in predicting the intention. The construct “moral norm” was resulted to be more predictable for green purchase intention compared with the original “subjective norm”. It indicates that in certain contexts, personal feeling of moral obligation or responsibility is more crucial and direct reason for consumer conducting ethical behaviors. Perceived behavioral control was testified as the third prediction of purchase intention. The proportion of variance explained (R2=0.546) for intention was even better compared with previous studies, which claimed that the three determinants account for between 40% and 50% of the variance in intention (Ajzen, 1991; Amireault et al., 2008; Conner & Armitage, 1998). This model revealed consumers’ mental development of their purchase intention before enacting the buying behavior. Secondly, the results testify that PCE plays as the central role in predicting attitude. Respondents who believe that their consumptions can help to reduce environmental deterioration will be much likely to hold positive attitudes toward green purchasing. Environmental concern and perceived knowledge have a considerable, but only indirect impact on consumers’ attitude. Implications for practice The results of this study suggest that consumers’ intentions to buy green products are directly predicted by attitude, moral norm and their perceived behavioral control. Firstly, enterprises in the green market need to adopt effective communication strategy to inform consumers about the advantages of environmentally friendly products in order to help consumers to develop a positive attitude to pro-environmental products. Moreover, due to the significant effect of PCE on consumer attitude, it's necessary for the government to quantify the effect of green consumption by real cases and data, so that people can perceive the effectiveness of green buying behavior in a more intuitive way. Meanwhile, companies should take more emphasis on consumer’s ability to solve the problem in a positive manner in marketing communications. Secondly, personal moral norm is also found to have direct effects on purchase green products. Thus, normative appeal is needed for creating consumers' emotional connection and should be presented in the promotion programs to stimulate green consumption. Thirdly, this study reveals that the availability is the main factor that affects consumers’ perceived behavioral control over green purchasing.

Introduction The Fourth Industrial Revolution brings a great change in the retail market through combining new digital technologies, such as data clouding, Artificial Intelligence, and Virtual Reality(VR) technology. The Alibaba group, which is in charge of 90% market share in China, announced a new Virtual Reality (VR) shopping mall, Buyplus, and Alibaba expected that VR will improve shoppers’ engagement and will experience the joy of shopping mall at home. The potential power of VR shopping mall in Korea is recently acknowledged by the Korean government and Korean government developed the full scale VR shopping mall for the first time in Korea. The VR shopping mall is expected to be a new paradigm of distribution channel industry by incorporating some advanced digital technologies. Conceptual Background In previous study, Pelet et al. (2017) investigated the optimal flow experience enhanced by the telepresence in social media. The overall flow provides a unique immersion experience for social media users, also the frequency of use and time distortion were affected during the use of the system. Choi and Choi (2016) conducted a study and they showed that telepresence was one of the important factors in the new technology-based marketing environment. Limioid Theory is explaining a psychological process when user enters into a new situation. Users have to decide how to expand and act on their own in a new situation, so users quickly fall into new situation and want to transit successfully (Huang & Liao, 2017). Virtual Reality shopping with new technology will bring a new marketing paradigm in the future. The purpose of this study is to analyze users’ telepresence and other underlying factors of behavioral intention of VR shopping. To achieve this primary goal, first, we investigated the factors of VR shopping psychology—such as telepresence, challenge, body ownership, and control for VR shopping. We also tried to investigate the factors of perceived value VR shopping - such as playfulness and usefulness by applying the Flow Theory and Virtual Liminoid Theory. Second, we analyzed the relationships between the factors of perceived value and the behavior intention VR shopping by applying the Technology Acceptance Model (TAM). This study suggests the moderating effects of technology readiness and time distortion between telepresence and playfulness. Model Testing and Conclusion In this study, we developed the virtual reality supermarket which is operated by headmounted VR glasses and body sensors with the help of VR technology start-up company. Total 120 university students participated and experienced the VR shopping. By using the structural equation model, research hypotheses were tested and most research hypotheses were statistically significant and accepted. The final research model also showed the statistical significance with the goodness-of-fit indices. We tried to analyze the moderating effects of time distortion and technology readiness between telepresence and playfulness. We also found that there is a moderating effect of time distortion between body control and playfulness. As a result of model testing, we found that playfulness and usefulness are the major mediators between the underlying factors of VR shopping and behavioral intention of VR shopping. The results of this study about VR shopping explain how retail and marketing managers can operate VR shopping store in the technology-based future retail environment. The managerial implications of the study results for the corporate marketing managers and the limitations of the study were also discussed.

Despite important theoretical implications seldom research exist regarding the impact of luxury parent brand status signaling on the evaluation of horizontal line extension through the moderating role of extension authenticity, quality and fit. The luxury literature review revealed that despite important theoretical implications seldom research exist regarding the impact of luxury parent brand status signaling on the evaluation of horizontal line extension through the moderating role of extension authenticity, quality and fit. Research has examined how consumers use luxury goods to signal their status or relative position in social hierarchies (Berger & Ward 2010; Dubois et al., 2012; Geiger-Oneto et al., 2013; Kastanakis, & Balabanis, 2014) but until the current study the luxury literature could not support the extent to which status signaling impact line extension’s evaluation through the moderating role of extension authenticity (Spiggle, Nguyen, & Caravella, 2012; Beverland & Farrelly, 2010; Morhart et al., 2015; Guèvremont & Grohmann, 2016). Previous studies have found that authenticity can be to emotional attachment (Morhart et al., 2015), help pursue personal goals (Beverland & Farrelli, 2010), or relevant to brand identity, status and equity (Guevremont & Grohmann, 2016). Surprisingly, none of these studies has empirically tested this important relationship. This study’s contribution to the literature is important as it empirically confirms that in launching a new line extension, a luxury parent brand’s status signaling will directly impact the extension’s evaluation. In the process, the perceived authenticity of the extension proves to affect the evaluation significantly if the perceived quality and fit of the extension are taken into consideration in the measurement framework.

Many paddy cultivating farmers in the country are forced to use their limited resources to produce adequate food for their family, leading to the degradation and reduction in potential of these resources. The yield levels of paddy at the farmers’ level and in the Front Line Demonstrations (FLDs) conducted in the farmers’ fields is not at par with potential yield of the paddy variety. The gap between potential yield of crop variety and yield realized in FLDs refers to Research gap and the yield gap between FLDs and due to farmers’ practice refers to Extension gap. The earlier studies conducted in India in general and in Andhra Pradesh in particular highlighted the existence of both research and extension gaps with reference to paddy. It is essential that, the narrowing of both research and extension gaps is not static, but dynamic considering the influence of technological interventions in boosting paddy yields at FLDs level and at farmers’ level and also with the improvement of the yield potential of paddy varieties. This calls for integrated and holistic approaches to address these two gaps and with this background, the researcher aimed at this in depth study. The findings revealed that, research gaps are high with reference to weed management and pest management and extension gaps are high with reference to farm mechanization followed by fertilizer management. Reliable source of seed, capital use and frequency of meetings with Scientists or Agricultural Officers significantly influence the extension gaps in paddy. Farmers also prioritized socio-economic and technical constraints and the analysis infers that, it is high time now for the farmers to adopt the planned technological interventions on scientific scale to minimize the extension gaps to the extent possible. As the enabling environment in the State of Andhra Pradesh is highly encouraging for the farmers with relevant policy instruments in the form of subsidized inputs, free power, credit at concessional rates of interest, constructing irrigation projects etc., the adoption of the proposed technological interventions significantly contribute to minimizing both research and extension gaps in paddy cultivation in Kurnool district of Andhra Pradesh.

The main focus of this study was to investigate effects of lumbar central posteroanterior (PA) mobilization on isometric knee extension (IKE) ability and patellar tendon reflex amplitude (PTRA) in healthy university students. University students aged 19-26 (male; 10, female; 10) without any neurological disorders participated voluntarily and excluded the subjects with abnormal reflexes. The participation had an average body mass of 64.25±13.52 kg, an average height of 1.66±0.08m, and an average Body Mass Index (BMI) of 23.07±3.21. Every student was randomly assigned to be received squatting exercise and PA mobilization sequentially with 5 days of wash out period. IKE and PTRA were not significantly different between the two groups after the intervention. All the outcome measures were arranged into two data groups; PA mobilization and squatting exercise data group. In the PA mobilization data group, IKE and PTRA significantly increased after the intervention, however, these aspects were decreased in the squatting exercise group. These findings suggest that IKE and PTRA increase immediately after PA mobilization, therefore PA mobilization could be a valuable topic for controlled clinical trials.

This study was conducted to compare the difference between left and right extension and flexion isokinetic muscular strength of the knee, shoulder, and trunk to compare absolute and relative strength in lightand heavy weight Ssireum athletes. Fourteen professional Ssireum athletes were divided into the light (Taebaek and Geumgang) and heavy (Halla and Baekdu) groups according to the body weight. Anthropometric measurements and isokinetic strength (knee: 60º/sec, shoulder: 30º/sec, and trunk: 30º/sec) were assessed for the absolute and relative peak torque values. Left (227.6±48.7 vs 247.0± 23.1 Nm, p=0.05) and right knee (233.7±32.0 vs 266.1±20.5, p=0.05) extension strength in absolute values were significantly different between the groups. Trunk’s extension (318.7±37.9 vs 351.2±57.4 Nm, p=0.03) and flexion (249.8±33.0 vs 302.1±42.4 Nm, p=0.03) strength also showed significant difference between the groups. Significant differences were observed for all relative values except for the left knee and trunk flexion. As for the flexion and extension strength ratios, the shoulder extension to flexion ratios of the light group was 1.32 (p=0.02) times and the heavy group was 1.01-0.98 (p=0.34). The trunk extension strength was 3.6 times that of the body weight in the light group and 2.8 times that of the body weight in the heavy group. Heavy Ssireum athletes’ absolute flexor peak torques were higher in the knee and trunk than in the light athletes. Also, the weight per weight of light athletes had relatively higher strength than the heavy athletes. In addition, the muscle strength ratio was higher in the light athletes. This study suggests that isokinetic strength is different in heavy and light weight class Ssireum athletes.