Indiscriminately installed signboards are messy in out of harmony with the urban environment. In such a case, improving signage project is needed to improve significantly the urban environment. Signboards are installed to give good perceptional effect through communication with the customer. Also, Signboards are designed to make harmonize well with the urban environment because signboards are installed in virtually every place, such as the residential environment, the natural environment, the commercial environment of the city. The design of signboards should consider functional elements as a perceptual media and the user interface communication in order to provide customers with various services such as traffic information and life safety. In this study, we analysis design and functionality the customer is seeking, and suggest design elements of signboards which can well harmonized with the urban environment.

Impact damage tolerance is an important design requirement for composite structures. In this study, the effect of post impact damage and hole size of the composite sandwich skin / sandwich with core specimen on compressive strength of the laminate was analyzed. Three specimen tests were performed in this research. Two tests were carried out on pure bending test specimens subjected to impact damage to the skin and specimen with a hole in one of its skin as a damage. Through this test, we compared the reduction of compressive strength due to the size of skin damage and the size of the hole. Also, core-free specimen with an open hole under uniaxial loading were tested to produce reference data for comparison with the series tested earlier. As results of the tests, the sandwich beams with damage size and open hole are almost identical, and we concluded that the prediction of compressive strength reduction after impact of the sandwich skin structure can be predicted using an analytical model assuming skin open hole as impact inputs.

고준위폐기물 처분용기를 처분장에서 처분 시 사고로 운송차량에서 추락낙하 하여 지면과 충돌하는 경우 처분용기에 가 해지는 충격력에 의해 처분용기에 응력이 발생한다. 본 논문에서는 고준위폐기물 처분용기의 구조안전성 설계과정의 일환으 로 이와 같은 충격력에 의하여 여러 가지 처분용기 모델에 발생하는 응력에 대한 비교연구를 수행하였다. 연구의 주된 내용 은 이와 같은 비교연구를 통하여 구조적으로 건전한 처분용기의 설계에 관한 것이다. 처분장에서 운반차량으로 처분용기 운 반 중 사고로 추락낙하 하여 지면과의 충돌 시에 처분용기에 가해지는 충격력은 기구동역학해석 상용 컴퓨터코드인 RecurDyn으로 구하였다. 이렇게 구한 충격력에 의하여 여러 가지 처분용기 모델에 발생하는 응력 및 변형은 유한요소해석 상용 컴퓨터코드인 NISA를 이용하여 구하였다. 이 응력과 변형 값들의 비교 검토를 통하여 구조적으로 건전한 처분용기에 대한 연구를 수행하였다. 연구결과 처분용기 내부 고준위폐기물 다발을 감싸는 외곽 벽의 두께가 두꺼워 질수록 또는 처분 용기의 직경이 커질수록 처분용기에 발생하는 응력이 커지는 것을 알 수 있었다. 그러나 처분용기에 가해지는 충격력도 처 분용기의 직경이 커짐에 따라 증가하였다. 그럼에도 불구하고, 단위 충격력 당 발생하는 변형의 크기는 직경이 증가함에 따 라 감소하였다. 따라서 결론적으로 직경이 증가할수록 처분용기는 구조적으로 건전함을 알 수 있었다.

Sugar beet cyst nematode (SBCN), Heterodera schachtii, is one of the important pests of sugarbeet growing area inthe world, especially in Europe, Canada and USA. SBCN has host in 23 plant families and the important crop host occursin two families; the Chenopodiaceae and Brassicaceae. Host crops include beets, mangolds, cabbage, spinach, brassicas,radish, mustard, and broccoli etc. In korea, SBCN was first detected in the highland Kimchi cabbage fields of easternGangwon-do, 2011. The obvious foliar symptom is poor plant stands and growth, wilting and yellowing. The most easilyrecognized sign of infection is the white to pale yellow and lemon-shaped adult female attached to roots. A survey ofBrassica spp. fields was conducted to determine the distribution of SBCN in Korea. The cyst nematode was only foundedin a restricted highland Kimchi cabbage fields in Gangwon-do. Damage from SBCN may be reduced by employing acombination of various management practies such as prevention of nematode infestation, crop rotation, SBCN resistanttrap crop, weed control and chemical control.

Different types of insect-borne plant viruses can modify their hosts and vectors in distinct manners. Therefore, interactionsbetween two types of viruses co-existing in a field are known to be complex to predict. Obtaining empirical data byconducting field experiments, however, requires numerous biotic and abiotic factors to be controlled, and is therefore hardto execute. Thus, we designed an individual based model to simulate the transmission pattern of two viruses, using potatoes(Solanum tuberosum) for host plant, aphids (Myzus persicae) for virus vector, potato leafroll virus and potato virus Yfor different types of plant viruses. More specifically, we aimed to investigate the effect of the following on the spreadof the plant viruses: dispersal by winged-form aphids, initial number of virus-infected seed potatoes, and indirect interactionsbetween two viruses by affecting life traits of the vectors.

이 연구는 우리나라 참나무 중 식생의 교목층에 분포하는 떡갈나무(Quercus dentata)의 유식물을 대상으로 대기 중의 CO2 농도와 기온이 상승하고 환경요소인 광(L), 수분(M), 영양소(N) 그리고 토성(S)이 변화할 때 식물의 생육에 어떠한 변화가 있는지를 연구하였다. CO2 농도와 기온을 상승시킨 온난화처리구(Treatment)와 유리 온실 대조구(Control) 내에 서 광(L), 수분(M), 영양소(N) 그리고 토성(S)을 각 4개 구배 (1, 2, 3, 4)로 처리하여 실험하였다. 대조구는 유리온실 내에 서 대기 중의 농도를 그대로 반영하였으며 온난화처리구는 유리온실 내에서 CO2 농도와 온도를 조합하여 처리하였다. 조절된 CO2 농도는 대조구 CO2 농도의 약 1.6배(평균 602.7 ± 64.1ppm)로 유지시켰다. 이는 유엔 정부간 기후변화위원회 (IPCC)에서 제시한 2100년 지구온난화에 대한 가장 낙관적 인 시나리오인 B1 시나리오(CO2 농도: 600ppm, 온도 18℃ 상승)에 해당한다. 광 처리는 온실에 입사되는 전 일광을 차광막의 두께를 조절하여 10%(L1, 76.8±2.16 μmol m-2s-1), 30%(L2, 236.42±32.15 μmol m-2s-1), 70%(L3, 539.21±54.66 μmol m-2s-1), 100%(L4, 787.75±77.76 μmol m-2s-1)로 처리하 였다. 수분 처리는 포장용수량(carrying water capacity) 700ml(M4)를 최댓값으로 하고, 이보다 적은 100ml(M1), 300ml(M2), 500ml(M3)로 구분하였다. 수분의 공급주기는 증발이 빠른 여름철에는 3~4일 간격으로, 그 외 기간에는 7일 간격으로 공급하였다. 영양소는 모래와 유기물을 배합하 였으며 모래(100%)를 기준으로 하여 유기물의 비율을 0%(N1), 5%(N2), 10%(N3), 15%(N4)로 처리하였다. 토성 은 모래와 질석(vermiculate)을 배합하였으며 모래(100%)를 기준으로 하여 질석의 비율을 0%(S2), 25%(S2), 50%(S3), 75%(S4)로 처리하였다. 각 환경구배 당 6개의 화분에 4개체 씩 파종하여 24반복 하였다. 떡갈나무 종자는 2017년 3월에 파종하여 같은 해 6월에 발아율을 측정하고 9월에 잎 수, 지상부 높이(cm)를 측정하였다. 식물에서 종자의 크기와 무 게는 식물의 발아, 생존과 유식물의 생장 등에 큰 영향을 미친다. 따라서 파종 전 종자의 무게를 측정하여 평균 무게의 종자(2.8g±0.72)를 사용하여 종자 크기에 따른 발아, 생존과 유식물의 생장의 차이를 최소화하였다. 이 결과, 토성 처리를 제외한 모든 구배에서 온난화처리구에서의 발아율은 대조구 보다 낮았다. 잎 수는 M1과 L3에서 온난화처리구가 대조구보 다 적었으며 나머지 환경구배간에는 차이가 없었다. 또한 대조구와 온난화처리구 모두에서 광 구배에 따른 잎 수는 차이가 없었다. 지상부 길이는 S1과 L1에서 대조구와 온난화 처리구 간에 차이가 있었다. 지상부 길이는 질석이 없는 S1구 배에서 온난화처리구가 대조구보다 낮았으며 광이 가장 적은 L1에서는 대조구가 온난화처리구보다 낮았다. 또한 수분구 배에 따른 지상부의 길이는 차이가 없었다. 이것으로 보아 지구온난화가 진행되었을 때 떡갈나무의 발아율은 낮아질 것으로 보이며 발아한 유식물의 잎 수는 수분과 광에 따른 영향이 없을 것으로 보인다. 또한 지상부 길이는 광량이 적을 때 증가할 것으로 보인다. 이 연구는 2017년 중견연구지원사 업(NRF-2016R1A2B1010709)에 의하여 지원되었다.

Every year, China’s air quality is reaching hazardous level. Accordingly, China is adapting stringent environmental regulations under the new 13th Five Year Plan. The noticeable developments in the new air pollution regulations include: (1) mandatory air pollutant disclosure requirement; (2) shift towards non-compliance liability rule; and (3) increased penalty for transgression against wider range of industries. This paper first explains that these developments will induce American investments in China to carefully draft investment contracts, particularly confidentiality and limited liability clauses to minimize the risk of harsher penalties. The paper then argues that China’s stringent pollution regulations will not negatively affect American investment trend in China, mainly because most American investments already adhere to the OECD standard, and disclosing environmental information will enhance entity’s good reputation and attract investors.

This manuscript describes the relationship between climate change and forest growth, forest species, carbon stocks, and tree mortality. 1) In the aspect of forest growth, the growth of major coniferous species, including Pinus densiflora, had a negative correlation with temperature. On the other hand, major deciduous oak species, including Quercus variabilis and Quercus mongolica, had a positive correlation with temperature. 2) When considered in the aspect of the forest species distribution, various models commonly showed a decrease in the distribution of coniferous species and an increase in oak species due to climate change in the medium to long term. 3) From the carbon stock perspective, there was a difference in the estimation according to the status of forest management. Most of Korean forests will mature to become over-matured forest after year 2030 and are estimated to produce approximately 410 million ton forest biomass until 2090 with the current cutting regulations for sustainable forest management announced by the Korean Forest Service. 4) In the forest mortality, the mortality rate of the major coniferous species showed a clear tendency to increase higher temperatures while it decreased for the oak species with no verification of statistical significance. Moreover, the mortality of the subalpine coniferous species was projected to progress rapidly. considering the overall impacts described above, there should be a management strategy for coniferous species that are relatively vulnerable to climate change. Moreover, a sustainable forest plan in the aspect of ecosystem services, carbon sequestration and storage, which is linked to global issues such as Sustainable Development Goals, ecosystem services and negative emission.

오늘날 급변하는 경영환경에서 기업들은 경영성과 향상을 위해 팀의 창의성(team creativity)에 대한 관심을 강조하고 있다. 기업들은 치열하게 경쟁하는 비즈니스의 생태계에서 경쟁기업과의 역동적 관계를 자신들에게 유리하게 이끌 수 있는 경쟁우위의 확보에 최선을 다하고 있다. 이처럼 기업들은 경쟁우위의 확보와 유지를 위해서는 외부환경의 변화에 적극적으로 대응을 해야 하며 이를 달성하기 위해서는 조직단위나 팀 단위에서 창의성과 혁신은 필수적인 요인이다. 본 연구는 이와 같은 변화의 동인(driving forces)을 인지하고 조직의 혁신과 성장을 위한 방안으로 팀 단위의 다양성 및 교환관계 및 창의성을 연구하며, 이것이 팀의 성과에 어떠한 영향을 미치는 지를 살펴보고자 한다. 기존연구에서는 팀 창의성연구를 주로 팀의 다양성 관점(diversity perspective)에서 연구되었는데, 본 연구는 팀의 교환 관계적(exchange perspective)관점으로 확장하여 팀 창의성의 선행요인들을 규명해보고자 한다. 그리하여 조직 내 팀의 과업상황에서 팀의 인지적 다양성변수와 교환 관계적 변수가 팀 창의성에 어떠한 영향을 주며, 또한 팀 창의성의 매개효과가 어떻게 팀 성과에 미치는지에 대한 인과관계를 검증하고자 하였다. 구체적인 가설검증을 위한 실증적 연구를 위해 조직 내 팀원이 5-7명 구성된 실제 78개 팀으로부터 438부의 설문지를 수거하여 이를 통계적 분석을 위한 표본으로 사용하였다. 실증적 분석결과에 의하면, 첫째, 팀의 인지적 다양성과 팀 교환관계적 관점인 과업지식공유, 팀 교환관계는 팀 창의성에 모두 정(+)의 영향을 미치는 것을 확인하였다. 둘째, 팀의 다양성과 팀 성과의 관계에서 팀 창의성의 매개효과가 존재하는지를 살펴본 결과, 팀의 인지적 다양성은 팀 성과 간에 완전매개효과를 보였다. 이는 팀의 다양성과 팀 성과의 관계에서 팀 창의성이 중요한 매개역할을 한다는 것을 알 수 있었다. 셋째, 팀의 교환관계적 특성과 팀 성과의 관계에서 팀 창의성의 매개효과를 검증한 결과, 교환관계의 특성인 과업지식공유와 팀 교환관계는 팀의 성과에 부분매개효과를 보였다. 본 연구 결과는 팀의 인지적 다양성과 팀의 교환관계변수들이 팀 성과에 미치는 인과관계에서 팀 창의성이 직·간접으로 중요한 매개수단임을 확인하였기 때문에 팀 단위에서 팀 성과 향상을 위해 다양한 팀 창의성의 위한 다양한 노력과 이에 따른 프로그램이 필요하다는 정책적 시사점을 도출하였다.

본 연구는 사회적기업에 대한 관심이 높아짐에 따라, 일반 소비자들의 사회적기업 제품 구매 및 관심을 증대시키기 위하여, 기존 사회적기업 제품 구매경험을 가진 소비자들을 연구하고자 한다. 사회적기업 소비자가 제품을 구매하는 대가로 현장에서 제공받는 다양한 주관적 보상의 개념인 관계혜택이 재구매나 추천의도 등 고객행동에 미치는 영향을 확인하고자 한다. 또한 개인이 해당 사회적기업 제품을 생산, 판매하는 사회적기업과의 동일시 정도가 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)과 고객행동(재구매의도, 추천의도)간의 관계를 매개할 수 있음을 검증하고자 한다. 본 연구의 가설검증결과는 다음과 같다. 가설 1은 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)이 고객행동(재구매의도, 추천의도)에 정(+)의 영향을 미칠 것이다이며, 검증 결과 가설 1은 부분채택되었다. 구체적으로 재구매의도에 영향을 미치는 변수는 사회적 혜택과 확신적 혜택이며, 추천의도에 영향을 미치는 변수는 확신적 혜택이었다. 가설 2는 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)이 개인-기업 동일시에 정(+)의 영향을 미칠것이다이며, 검증 결과 가설 2는 채택되었다. 가설 3은 개인-기업 동일시는 고객행동에 정(+)의 영향을 미칠 것이다이며, 검증 결과 가설3은 채택되었다. 가설 4는 개인-조직 동일시가 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)과 고객행동과의 관계에 매개효과를 나타낼 것이다이며, 검증 결과 가설 4는 부분채택되었다. 구체적으로 개인-기업동일시는 사회적 혜택 및 확신적 혜택과 재구매의도 간의 관계를 매개하였고, 확신적 혜택과 추천의도 간의 관계를 매개하였다. 본 연구의 목적달성을 위한 분석결과, 사회적기업 마케팅 측면에서 개인-기업 동일시, 관계혜택에 집중한 전략을 수립하고, 시행함으로써 재구매와 추천의도와 같은 고객의 구매행동을 기대할 수 있다는 시사점을 제공하였다는데 의의가 있다. 끝으로 본 연구의 한계와 향후 연구방안을 제언하였다.

목적 : 본 연구는 수면의 질과 통증 정도가 뇌졸중 환자의 일상생활활동 수행능력에 미치는 영향을 알아보 고자 실시하였다 연구방법 : 2016년 1월부터 2016년 5월까지 대구에 소재한 D병원에 입원하여 작업치료를 받는 100명의 뇌졸중 환자를 대상으로 하였다. 연구 디자인은 서술적, 단면조사 연구로 하였다. 대상자들의 일상생활활 동 수행능력을 알아보기 위해 한국판 수정바델지수(Korean version of Modified Barthel Index; K-MBI)를, 수면의 질을 알아보기 위해 피츠버그 수면 질 지수(Pittsburgh Sleep Quality Index; PSQI), 통증 정도를 알아보기 위해 숫자 척도(Numerric Rating Scale; NRS)를 사용하였다. 데이터는 기술통계, 빈도분석, 티-검정, 일원배치분산분석, 피어슨상관분석, 다중회귀분석을 사용하여 분석하였다. 결과 : 일상생활활동 수행능력과 수면의 질, 통증 정도는 유의한 상관관계를 보였다(p<.01). 통증 정도는 일상생활활동 수행능력에 유의한 영향을 미치지 않았으나, 수면의 질은 일상생활활동 수행능력에 유의하 게 영향을 미치는 요인으로 나타났다(p<.05). 결론 : 본 연구의 결과를 통하여 수면의 질과 통증 정도는 일상생활활동 수행능력과 관련성이 있으며 수면의 질이 좋지 않으면 일상생활활동 수행능력 또한 저하되는 것으로 나타났다. 그러므로 작업치료사는 뇌졸중 환자의 일상생활활동 수행능력 향상을 위해 신체적 요소뿐만 아니라 수면의 질을 향상시키고 통증을 조절 할 수 있는 중재방법도 고려하여야 할 것이다.

국내 고속도로 콘크리트 중앙분리대는 SB5-B(270kJ)의 충돌등급에 저항하도록 설계되어 있다. 그러나 최근 대형 화물차 량의 충돌사고가 지속적으로 증가하는 경향을 보이고 있어 SB6(420kJ) 등급으로의 상향이 필요하다. 충돌등급 상향을 위한 새로운 중앙분리대 단면을 제시하기 위해서는 실제 충돌시험을 수행하여 기준 통과여부를 결정하며, 충돌시험 수행을 위한 적정 단면을 제시하기 위해서는 충돌해석을 통해 선정한다. 이러한 충돌해석의 정확도 향상을 위해서는 차량 모델, 콘크리트 단면 열화상태, 콘크리트 피복 두께 등 다양한 변수에 대한 정확한 변수 선정이 필요하다. 따라서 본 연구에서는 공차 중량, 단면 열화, 콘크리트 피복 두께에 대한 변수연구를 수행하여 충돌저항성능 저감을 확인하였다. 전체 중량뿐만 아닌 공차 중 량에 따라 중앙분리대의 충돌저항성능에 차이가 있는 것으로 확인되었으며, 10cm 이하의 콘크리트 피복 두께에서는 충돌저 항성능이 민감하게 증가 또는 감소한다. 단면 열화가 발생할 경우 중앙분리대의 충돌저항성능의 감소가 발생하여 열화정도 에 따른 보수 및 보강이 이루어져야 하는 것으로 판단된다. 따라서 콘크리트 구조물과 차량의 충돌해석을 수행할 경우 트럭 의 공차중량 비율, 콘크리트의 피복두께 및 열화에 대한 영향이 상세하게 고려될 필요가 있음을 확인하였다.

본 연구는 연구개발스톡과 6개의 지식스톡(특허의 질적 가치)이 기업의 시장가치에 미치는 영향을 포함하는 연구모형을 설정하여 기업의 시장가치와의 상관관계를 분석하였다. 구체적으로 토빈Q 모형을 사용하여 우리나라 402개 기업의 미국특허등록 108,851건(연 도관측치 2,795건)의 특허를 분석하였다. Hall모형의 확장 모형 분석결과, 연구개발스톡/자산, 청구항스톡/특허스톡, 인용스톡/특허스톡 등이 기업의 시장가치에 긍정적인 영향을 미치는 것으로 나타났으며, 유의수준이 높진 않지만 피인용스톡/특허스톡, 발명자스톡/특허스톡 등 도 기업의 시장가치에 긍정적인 영향을 미칠 수 있는 것으로 분석되었다. 이러한 결과에 따라 특허경영시대에 특허의 질적 수준 고도화와 특허의 가치 제고를 위한 정책 방안이 마련되어야 할 것으로 보인다.

본 연구는 한국의 현행 규제영향분석과정이 기술규제의 중요한 특성들을 반영 하는가를 확인하기 위해 기술규제영향평가 차원에서 규제영향분석의 적절성을 검토하고자 하였다. 기술규제에 대한 분석 틀을 도출하고 이를 이용하여 정부부처가 제출한 규제영향분 석서의 적절성에 대한 분석⋅평가를 수행하였다. 분석결과, [규제의 기술적 타당성], [국내 기 술규범 부합성], [국제 기술규범 부합성], [적합성평가의 타당성]의 관점에서 각 부처가 현행 규제영향분석서에 기재한 사항을 객관적 사실, 대체분석 가능, 전문가적 판단가능 등을 고려 하여 “적절”하다고 판단된 경우는 23.4%에 불과하였고, 각 부처별로도 특별한 차별성은 없었다. 규제 속성에 따른 규제영향분석서의 적절성을 검토해 본 결과, 사회적 규제와 간접적 규제들의 속성을 갖고 있는 기술규제에 대한 규제영향분석서의 적절성이 다소 높았다. 종합하면 실질적 의미의 기술규제영향평가를 수행하기에 현재 우리나라 규제영향분석서 수준은 상 당히 미흡한 편으로 나타났다. 즉, 각 부처가 기술규제를 도입하면서, 해당 규제의 기술적 속성에 대한 이해가 완전하지 않은 것일 수 있다는 것이다. 과학기술적 근거를 제대로 반영하지 못한 규제영향분석서는 해당 기술규제에 대한 타당성을 과장하여 여타의 규제 대안에 대 한 진지한 검토를 저해하는 한편, 글로벌 경쟁체제에서 기업과 국민의 경쟁력 확보를 방해하는 심각한 문제를 초래할 수 있을 것이다.

Among the Vietnamese customs of early 20th century, besides the documentation written in Sino, there were also not a small number of documentation written in Nôm. To use Nôm script was with a clear purpose for “the ease of the people’s reading and understanding”. Nevertheless, there was a fact that in these documentation written by Nôm, Sinowas also appeared quite a lot. Sino script was used in many levels: word, Phrase, Sentence,Paragraph. Why Sino still appeared in Nôm documentation, while the editors themselves wanted to use Nôm for the readers’ easy understanding, and furthermore in the history context of Vietnamese society, it was the period of Sino declining? In addition to the too great impact of Sino language in Vietnamese language, were there any other reasons for that? Through the studying, the writer has found that the 4 said above levels were not used randomly, instead each level was used in one or some specified cases. The use of Sino in here was formed by 2 reasons: Habit; The fact that Sino was still psychologically more respected than Nôm, this was not erased in the conception of the editors.

본 연구의 목적은 ‘곤느빌 이야기’가 프랑스의 남방대륙 탐사와 지도에 미친 영향에 대해 살펴보는 것이다. 먼저 ‘곤느빌 이야기’의 시대적 배경이 되는 16세기의 프랑스의 아메리카 탐사와 포프리니에르가 주장한 제3세계의 탐사 계획에 대해 살펴보았다. 17세기에 폴미에는 곤느빌의 탐사를 언급하면서 프랑스가 제3세계를 탐사하여 식민지로 만들 것을 주장했으며, 일부 프랑스 지도에 곤느빌의 땅이 그려졌다. 남방대륙이 표시된 세계지도와 과학이론을 근거로 18세기까지 곤느빌의 땅을 찾기 위한 프랑스의 탐사가 이어졌으며, 이러한 사회적 분위기로 인해 이전에 곤느빌의 땅을 지도에 표시하지 않았던 왕실지리학자 부아쉬 역시 곤느빌의 땅을 표기했다. 곤느빌의 땅은 대체로 앵무새의 땅 동편에 그려졌지만, 제임스 쿡의 항해 이후에는 지도상에서 사라졌다. 곤느빌의 땅은 지도가 사회적 구성의 산물이라는 것을 확인시켜주는 전형적인 사례이다.

Trust is an individual’s belief that an exchange will happen in a manner consistent with one’s confident expectations. In social networking sites (SNS), uncertainty is usually higher due to the high level of user-generated contents and the lack of face-to-face interactions. Despite this, the enhancement of experience with exchange parties could reduce the uncertainty and the increase tendencies for social commerce adoption through the increase in trust. Information seeking on SNS enhances the users’ knowledge about a product through access to the pool of information. Familiarity with SNS enhances users understanding of the shopping process and reduces the intricacy of the decisions. This study investigates the relationship between trust in SNS and purchase intentions. We propose a model including trust, information seeking, familiarity with SNS, and purchase intentions of fashion products on SNS. Data were obtained from 206 respondents who had experienced the purchase of fashion products on SNS. Mean age of the respondents was 22.1 years old and nearly 69.4 percent of the subjects were women. Approximately 84.0 percent reported a monthly income/allowance of less than US$400 and the majority (57.9 %) spent less than US$100 per six months on fashion products (e.g., apparel, shoes, etc.) purchases on the SNS. The structure equation model analysis was conducted by AMOS 23.0 using a correlation matrix with maximum likelihood approach. The structural equation model was relatively acceptable (chi-square value = 88.02, df = 57, p = .005; GFI = .94, AGFI = .90, RMR = .04). Cronbach's alphas were ranged between .80 and .88. We used Facebook as the best known SNS to empirically test our model. Results from a survey of Facebook users showed that trust in SNS increases information seeking which in turn increases the familiarity with SNS. In addition, trust and familiarity with SNS increase the intention to purchase fashion products on SNS. Findings indicate that trust in SNS was found to be a key predictor of intention to purchase fashion products from SNS directly and indirectly. Theoretical and managerial implications are discussed.

Along with the growth of disposable income and the improvement of consumers’ living condition, consumers are no longer satisfied only with the fulfillment of functional needs of products. Instead, they seek to meet higher level of demand such as emotional and symbolic needs when consuming products. One reflection of this kind of pursuit in consumer behavior is “conspicuous consumption”, which is the tendency for individuals to enhance their image and communicate status to others through overt consumption of possessions (O’Cass & McEwen, 2004). Moreover, the emergence of social networking service (SNS) has boosted the phenomenon of such overt consumption. For example, a consumer who bought a new luxury sports car uploads a photo of his/her car on Facebook to show off his/her wealth, status, uniqueness, taste, etc. In this context, if a product is scarce due to a limited supply, then consumers might use the product for conspicuous consumption (Gierl & Huettl, 2010). Thus, it can be inferred that consumers who have conspicuous consumption tendency will be attracted by new product which is scarce in its early diffusion process. Moreover, the literature has added new content to conspicuous consumption with the development of social economy and value. Consumption value goes far beyond satisfying functional needs, and consumption and possessions are regarded as the extension of the self (Belk, 1988). Hence, consumers would be eager to present and show off their “extended self” on SNS using new products. As a consequence, this research aims at exploring the relationship and internal mechanism between the new paradigm of conspicuous consumption and consumers’ new product adoption intention, mediated through perceived consumption value. Different traits of consumers and resulting value perceptions are influential on consumer adoption behavioral intention and outcomes (e.g., Kastanakis & Balabanis, 2014). Despite the fact that identifying and adequately meet the needs of target consumers is essential in new product success, current literature still lacks understanding on how consumers perceive value of new products based on their needs for conspicuous consumption in adopting new products. Moreover, even though there are some evidence in the literature showing that consumers with high needs for conspicuous consumption accept new products more quickly, there is limited guideline for managers for how and why different perspectives of conspicuous consumption tendency affect new product adoption intention through perceived value of the product. In addition, consumer behavior literature of conspicuous consumption has overemphasized the role of status seeking without fully understanding other motives and needs for it. Accordingly, we will start by examining different types of conspicuous consumption tendencies and studying how they affect different value perceptions, which lead to new product adoption intention. A large number of studies from various disciplines have defined “conspicuous consumption” differently. Earlier, Veblen (1899) proposed the term “conspicuous consumption” to describe the behavior of rich American people who spent a significant portion of their time and money on unnecessary and unproductive leisure expenditures. As indicated, in early days, “conspicuous consumption” was thought to be only occurred to the upper class of the society that wishes to display wealth or status through luxury consumption. However, Mason (1988) pointed out that conspicuous consumption is not only associated with the rich and privileged, but is a worldwide phenomenon that is easily observed at all social and economic levels. Moreover, recent research advocates that conspicuous consumption is not only about displaying wealth, but also about delivering self-images and enhancing social standing through consumption. The symbolic meaning of products is commonly used as an outward expression of consumer self-concept and connection to the society (Chaudhuri & Majumdar, 2006). The motives to show their social status, unique taste or conformity trigger overt consumption of different kinds of goods to satisfy the need of belonging, increase their popularity, as well as be highly respected, admired, or envied (Gierl & Huettle, 2010). Drawing from current literature (e.g., Chaudhuri & Majumdar, 2006; Chen, Yeh, & Wang, 2008; Gierl & Huettl, 2010; O’Cass & McEwen, 2004; Shukla, 2008), this research defines conspicuous consumption as the tendency for individuals to enhance their image and communicate status to others through overt consumption, and proposes it to be a multidimensional concept consists of three dimensions namely ostentation of a high social status (a superior position within a social hierarchy), demonstration of uniqueness (differences from people belonging to the same social group), and demonstration of conformity (similarity to people belonging to a certain social group). We aim at examining the individual differences in three different conspicuous consumption tendencies and how they are related to new product adoption intention. It is important to study new product success from the consumer’s perspective because the success of new product eventually depends on the decisions of consumers to adopt or reject the new product (Im, Bhat, & Lee, 2015). According to Hirschman (1980), innate personality of the consumer has an important influence on whether to adopt new product or not. Moreover, Venkatesh and Brown (2001) found that relevant others such as friends, family, and other important connections can influence the adoption decision. As such, those who are influenced by the people around them will choose products that can convey an image congruent with the social image they wish to project. (Sheth, Newman, & Gross, 1991). New products, depending on their characteristics and types, can be used to show social status, uniqueness, or conformity. When the new product is first launched in the market, it is often released at a high price, though it is not a necessity to most consumers. Thus, adopting the high priced but unnecessary new products or frequently upgraded products in a certain category can signal economically rich status. In addition, consumers adopt new products to demonstrate their needs for uniqueness due to the scarcity in early diffusion process. Finally, new product can also help consumers conform to a certain group they wish to belong. For example, when most of a consumer’s friends or colleagues have adopted iPhone, he/she also is willing to adopt iPhone in order to assimilate with the group member and achieve a sense of belonging. In conclusion, there might be positive relationships between consumers’ tendency to demonstrate high social status, uniqueness and conformity and new product adoption. Im et al. (2015) argued that consumers’ evaluation of or attitude toward a product and ultimate decision to adopt depends on their perceptions of the product’s value. Thus, perceived value may act as an important determinant in new product adoption. Besides, now that perceived value is derived from subjective evaluation and judgement of consumers, different consumers involved in the purchasing process can vary on the perceptions of new products (Perkins, 1993). Moreover, individuals tend to perceive what they need and want while ignoring other irrelevant stimuli around (Schiffman & Wisenblit, 2016). Since consumers with three different types of conspicuous consumption tendency have different needs and wants, they will respond differently to the value offered by products. Thus, we propose the mediating role of perceived value between conspicuous consumption and consumers’ intention of new product adoption. Another important individual level variable that impacts perception of new product is creativity-seeking personality, which refers to the tendency to seek information that is novel and meaningful (Im et al., 2015). Since novelty and meaningfulness are important features of innovation that are embedded in new products, consumers who seek for them are more likely to appreciate the new products more. Thus, we assert that creativity-seeking personality is also important in forming new product adoption behavior. Moreover, according to Im et al. (2015), novelty affects perceived hedonic value while meaningfulness influences perceived utilitarian value. This research attempts to explore the moderating role of creativity-seeking personality on the relationship between conspicuous consumption and perceived value to reveal the synergy effect of conspicuous consumption and creativity-seeking personality. Creativity-seeking personality consists of a novelty-seeking personality (a personal tendency related to the willingness to seek information that is new and different), and a meaningfulness-seeking personality (a personal tendency related to the willingness to seek information that is useful and relevant) (Hirshman, 1980; Im et al., 2015). Specifically, we propose that demonstration of uniqueness has a stronger impact on hedonic value among consumers with high level of novelty-seeking personality and demonstration of conformity has a stronger impact on utilitarian value among consumers with high level of meaningfulness-seeking personality. As such, drawing on the existing literature about conspicuous consumption, creativity-seeking personality, perceived value and purchase intention, this research proposes the mediating role of perceived value through which conspicuous consumption impact consumers’ new product adoption intention. In the meantime, this research explores the moderating role of creativity-seeking personality on the effect of conspicuous consumption on perceived value of new products. Accordingly, our research model is given as demonstrated in Figure 1. We expect the positive relationship between conspicuous consumption and new product adoption intention. Moreover, we predict perceived value mediates the impact of conspicuous consumption on new product adoption intention whereas creativity-seeking personality plays a moderating role. This research has several academic contributions and managerial implications. First, this research distinguished three types of conspicuous consumption from modern perspective including ostentation of a high social status, demonstration of uniqueness, and demonstration of conformity. By testing the impact of three types of conspicuous consumption on new product adoption intention, this study extends existing literature by identifying drivers of new product adoption. Second, it shed light on a mediating mechanism of perceived value through which conspicuous consumption conveys its effect on new product adoption. Third, it identified the moderating role of novelty-seeking personality and meaningfulness-seeking personality on the effect of conspicuous consumption on perceived value. Though we are proposing the theoretical model in Figure 1 based on prior literature in this paper, we expect to empirically validate the relationships in the model by collecting data through multiple experiments using Mechanical Turk. Before the data collection, we will go through the IRB approval for the subject pool and research design. As for managers, they can flexibly apply the consumers’ tendency of conspicuous consumption and creativity-seeking personality as market segmentation tool and implement the appropriate marketing strategy to improve new product adoption behavior for better new product performance. First, managers should be aware that conspicuous consumers are not a homogeneous group. They need to understand the heterogeneous drivers of consumers’ motives regarding conspicuous consumption and formulate appropriate marketing strategy to segment them. Second, this research provides some guidelines in new product promotion. For example, advertisement of the new products can highlight the different kinds of value when targeting consumers with different types of conspicuous consumption tendency. Third, as for sales people, they can provide novel product information to consumers who have tendency to demonstrate uniqueness and provide meaningful product information to consumers who have tendency to demonstrate conformity to increase purchase intention of consumers.

Social media marketing offers a vast array of opportunities for fashion brands to engage with their core customers and the broader digital audience. However, they still struggle with the question of which specific strategies can be successfully applied to enhance the effectiveness social media marketing (Rampton, 2014). This study investigates how a luxury brand’ social media brand page satisfaction and brand love are positively related to desired marketing outcomes (i.e., word-of-mouth and loyalty intentions toward the luxury brand). On the basis of Customer Value Theory (Sweeny & Soutar, 2001) and Brand Love Theory (Carroll & Ahuvia, 2006), this study developed and tested a dual impact model encompassing both brand page value (i.e., information, financial, brand interaction, social interaction, and entertainment value) and brand value (i.e., inner self-and social self-expressive value). Usable responses from 290 U.S. consumers following at least one luxury brand on social media were used for data analysis. The results of structural equation modeling showed that information, brand interaction, and entertainment values were positively related to brand page satisfaction while financial and social interaction values were not. In addition, inner self-and social self-expressive brand values were positively related to brand love. In addition, brand page satisfaction was positively related to WOM intentions but was not related to loyalty intentions whereas brand love was positively related to both WOM and loyalty intentions. Furthermore, mediation analysis showed that brand page satisfaction fully mediated the influences of information, brand interaction, and entertainment values on WOM intentions. In addition, brand love fully mediated the influences of social self-expressive value on WOM and loyalty intentions. Our study suggests that social media brand pages providing unique value propositions can reap benefits in terms of enhanced brand page satisfaction, highlighting the crucial role of “content excellence” in social media marketing (Holt, 2016). Our findings also show that brand followers tend to love a particular luxury brand when the brand helps express their self and when the symbolic meaning of the brand is integrated into their own self-identity. Thus, one of the roles of social media marketing is in elucidating brand followers how to express their inner states guided by the desire to signal their self-identity not to others but to themselves (Berger & Heath, 2017).

This paper attempts to bring the rather dated concept of Cultural Capital (CC) from the sociology literature to luxury retailing; it argues that Visual Merchandise Display (VMD) can enhance the consumers’ intentions to purchase luxury brands but this influence is stronger for consumers with higher CC than for those with lower CC. In particular, we develop a psychometric scale to measure CC and empirically and quantitatively investigate in two experiments the impact of VMD on consumer purchase intentions and the moderating role of CC. Walking first into TK Maxx and then into Harvey Nichols, one could assume that brand perceptions are affected not by the merchandise but rather by the store environment and particularly the way in which the products are visually presented to the consumers. In 2013, Karen Miller announced a substantial remodelling of its stores, including a change in their look to communicate ‘affordable luxury’ (Felsted, 2013). Although the luxury marketers seem to understand the importance of the display in influencing consumer perceptions, academics yet admit to knowing very little about the role of visual merchandising and display on the mechanisms of luxury brand consumption (Joy, Wang, Chan, Sherry, & Cui, 2014). Emerging research in the luxury retailing literature focuses on and explores qualitatively the role of ‘museological’ product presentation techniques in building and sustaining a luxury brand image (Dion & Arnould, 2011; Joy et al., 2014). However, till now, it has not considered that people can differ in their ability (i.e., ‘connoisseurship’) to decode and appreciate such display techniques, which often require substantial investment in fixtures, expensive materials, or complicated designs or architecture. This paper argues that the success of many newly introduced marketing communication techniques, including the tendency of contemporary branding to ‘subtly’ communicate the understated cleverness of a brand, can be subject to the consumers’ level of CC. CC refers to human culture and constitutes an individual characteristic that encompasses consumer’s intangible cultural assets and resources, such as knowledge, personality traits, and values, which manifest via consumers’ lifestyle choices and affect the way they think and act (Bourdieu, 1984; Blackwell, Miniard, & Engel, 2001). We argue that in luxury retailing, where ‘brand museums’ (Hollenbeck, 2008), ‘museological’ product presentation techniques or simply ‘museum like displays’ (Joy et al., 2014) and collaboration with contemporary artists and creative directors (Dion and Arnould, 2011) have been pointed out as new formats of in-store communication, CC can play a crucial role in explaining whether and how much consumers’ purchases can be actually affected. The marketing literature, to date, however, misses a contemporary continuous measure to assess consumers’ CC. In their effort to avoid limitations embedded in prior conceptualisations of CC— which mostly concern its supposed static and inherited nature (McQuarrie, Miller, & Phillips, 2013) —, many studies of consumer behaviour tend to assess CC qualitatively and set criteria to dichotomise a sample into two groups who are somewhat arbitrarily classified as people with either high or low CC; or, they only approximate CC by assessing the participants’ knowledge in a specific field of consumption, which is often a crude proxy for CC and pre-supposes the consumers’ interest-involvement in the investigated field of consumption (McQuarrie et al., 2013). For example, the literature on luxury brands tends to replace CC with fashion knowledge (e.g., Berger & Ward, 2010). Nevertheless, the researchers recognise this replacement as a limitation of their studies and a poor operationalisation of the concept of CC (Berger & Ward, 2010). The present research has three objectives. First, rather than dichotomising people into high and low CC groups, it acknowledges CC as a continuous variable and develops a contemporary psychometric scale to measure the extent to which people within the same culture differ in it. Second, it aims to provide a conceptual framework for understanding a set of mechanisms that explain how consumers’ purchase intentions for a luxury brand can be affected by specific VMD cues which are used for displaying it. Last and more importantly, we want to validate the newly introduced scale in a final experiment that tests whether the process whereby VMD indirectly increases the purchase intentions for luxury brands, depends positively on the consumer’s CC. The first study, which incorporates a qualitative inquiry as well as a purification and a validation study and uses multiple samples, succeeds in developing and validating a psychometric CC scale. In the second study, by conducting an experiment, we develop a model which explains how a combination of specific high-image VMD cues that form a museum-like display affects the consumers’ luxury brand purchase intentions by increasing consumers’ perceptions of luxury and by decreasing their perceived personal risk. This study’s model is, then, re-estimated in the final study after introducing into it the measure of CC. In this experiment, the strength of the basic relationships was found to be contingent on CC, suggesting that consumers with higher CC tend to be more strongly influenced by the store environment cues. Although we recognise that for many consumer behaviour studies in the marketing literature, consumers’ knowledge in fashion represents sufficiently well the concept of CC (e.g., Berger & Ward, 2010; McQuarrie et al., 2013; Parmentier, Fischer, & Reuber, 2013), we show that this might not be the case in the context of store atmospherics. In particular, we test the influence of both CC and fashion knowledge by introducing them together into the same model. Interestingly, CC is found to behave differently and to some extent oppositely to fashion knowledge in influencing consumers’ store-induced perceptions and purchase intentions for the luxury brand on display. The identification of specific VMD cues that form what the luxury retailing literature rather vaguely describes as a ‘museological presentation’ and the measurement of their combined effect as a ‘museum-like display’ on the consumer’s perceptions and behavioural intentions can have important implications for both the offline and online retailers. Our findings can also inform the contemporary brand communication methods, such as the brand’s representation in social media (e.g., in pinterest). Moreover, the measurement of consumer’s level of CC can allow brand managers and retailers to identify receptive segments and make more efficient resource commitments to VMD. Investment in VMD elements can then be better matched to the anticipated target market to avoid either over- or under spending on it. Sales forecasts can also become more accurate if CC could be assessed and considered along with the employed in-store and digital product presentation methods.