The use of Project Management Information System (PMIS) is increasing in project management industries such as construction, defense, manufacturing, software development, telecommunication, etc. It is generally known that PMIS helps to improve the quality of decision making in project management, and consequently improves the project performance. However, how much and which parts of project management performance are affected by PMIS still need to be studied further. The purpose of this study is to investigate the impact of PMIS quality on project management performance. We collected data from various project based industries such as construction, defense, manufacturing, software development and telecommunication by using survey questionnaire. PMIS quality was measured in three dimensions. They are system quality, information quality and service quality. Project management performance was measured in nine variables such as time reduction, work accuracy, cost management, etc. Statistical analyses such as multiple regression were used to analyze the data. The results showed that PMIS quality had significant impacts on the project management performance and user satisfaction. It was notable that only two dimensions out of the three PMIS quality dimensions, system quality and information quality, affected the project management performance. Also, it was found that PM performance played a mediating role between PMIS and user satisfaction, and between PMIS and reuse intention. The contribution of this research is that it helps to clarify what aspects of PMIS affect the project management performance and user satisfaction.

Recently, PPP (Public-Private-Partnership) Projects, which private companies invest in, plan, design, construct and operate, have become more popular around the world. The construction industry environment is becoming increasingly competitive. The PPP project is composed of various organizations, so it is very difficult to carry out the project successfully. In this environment, the construction companies are trying hard to secure a competitive advantage. In this study, we tried to identify the role of project manager’s leadership and project citizenship behavior as a precedent for creating performance in PPP (Private-Public-Partnership) project. We examine the impact of PM’s transformational leadership and transactional leadership on project citizen behavior and examine the impact of project citizen action on project management performance and completion performance. For this study, we conducted a questionnaire survey on PPP project participants. As a result, the following results were obtained. First, transformational leadership and transactional leadership had a significant influence on project citizenship behavior. Second, project citizen behavior had a significant impact on both project management performance and project completion performance. The idealized influence of transformational leadership and the Active management by exception of transactional leadership were found to be very important in shaping PPP team’s project citizenship behavior. Therefore, this study has academic implications in studying the effects of PM leadership and project citizenship behavior on the performance of PPP project. And it is expected that it will help selection and training of PM to secure a competitive advantage for construction companies that implement PPP projects practically.

Recently companies have increased the new projects to improve and innovate the business process in order to adopt the advanced technologies such as IoT (Internet of Things), Big Data Analysis, Cloud Computing, mobile and artificial intelligence technologies for sustainable competitive advantages under rapid technological and socioeconomic external environmental changes. However, there are obstacles to achieve the project goals, corporate's strategy and objectives due to various kind of risks based on characteristics of projects and conflicts of stakeholders participated on projects. Hence, the solutions are required to resolve the various kind of risks and conflicts of stakeholders. The objectives of this study are to investigate the impact of the project governance, agency conflicts on the project success based on agency theory by using the statistical hypothesis testing the relationship among those variables. As a result of hypothesis testing, we could find that the project governance impacts positively on project success and negatively on the agency conflicts. Further, the agency conflicts impacts negatively on the project success. Finally, we could find that the agency conflicts such as goal conflict, different risk attitude and information asymmetry between project manager and team members impact negatively on the project success. Meanwhile, the project governance impact positively on the project success, negatively impact on the agency conflicts such as goal conflict, different risk attitude and information asymmetry between project manager and project team members. In order to increase the project success rate, the project governance institutions such as PGB (Project Governance Board), EPMO (Enterprise Project Management Office), PSC (Project Steering Committee) are needed to prevent or reduce the agency conflicts between project manager and team members. 1)

Introduction With the advent of new technology and progress of globalization, the adoption of offshore outsourcing policies, especially in the service sector, becomes a common practice. The motivation to outsource globally arises from a pursuit for agility to cope with changing environment (Gilley & Rasheed, 2000; Mukherjee, Gaur, & Datta, 2013), cost reduction (Ang & Straub, 1998), and eventually competitive advantage (Kang, Wu, Hong, & Park, 2012; Kremic, Tukel, & Rom, 2006). However, recent service research represents outsourcing as a double-edged sword, with both damaging and beneficial consequences (Rasheed & Gilley, 2005), and one of the major concerns of offshore service outsourcing is that customer-based brand equity of the service provider maybe affected negatively. At the moment, few international marketing or business studies empirically test the negative implications of offshore outsourcing on customer loyalty and brand equity. The comparisons between front-end and back-end service outsourcing as well as between BRIC and non-BRIC nations are also missing in the literature. Service providers need strategic information about the possible risks of outsourcing specific types of services to specific countries (Pappu, Quester, & Cooksey, 2005). Therefore, based on the literature of brand equity and country-of- origin (COO) theory, we constructed an integrated framework to explain the outcomes of offshore outsourcing from a service and brand marketing point of view. Theoretical Development COO literature indicates that consumers transfer negative perceptions of a country to perceptions of products (Pappu, Quester, & Cooksey, 2006). This principle should apply to perceptions of outsourced back-end services—an increasingly common tactic by service firms (Blumberg, 1998)—such that outsourcing to an Asian economy has negative effects on brand associations and quality. The better the perception of the country that performs outsourced services, the better perception of brand equity, including both associations, quality perception, and ultimately brand loyalty. Because the front-end service employees have more direct interaction with customers, this influence will be stronger as compared to back-end service outsourcing. Meanwhile, we predicted that consumers should perceive India (and other BRIC economies) more favorably, because of their rapid economic development. Research Design To test the hypotheses, this study probed into New Zealand consumers’ perceptions of outsourcing services in the banking industry to India and the Philippines. We adapted the SERVQUAL scale to measure the perception of outsourcing. Subjects’ COO perception and customer-based brand equity were also collected in the online questionnaire. The survey procedure produced 288 completed and usable questionnaires: 132 with India as the country of origin and 156 for the Philippines. Result and Conclusion An initial analysis confirmed the validity of the research tool. The results from multigroup structural equation modelling showed that outsourcing services, in light of country-of-origin effects, has a long-term negative impact, especially for front-end services, on both brand equity and brand loyalty. Consumers appeared more concerned with the quality of customer service and general administration than information systems and technology. Meanwhile, although subjects’ outsourcing and COO perceptions are negative for both India and the Philippines, the results indicated no significant difference between the two nations regarding the levels of impact of such perceptions on brand equity. Based on the findings from the study, we recommend that organizations should consider outsourcing back-end functions before moving to front-end services, because the back-end services have less impact on brand equity. Managers should also have great discretion about where to send back-end services, because consumers’ COO perceptions do not relate significantly to brand equity for outsourced information systems or technology.

Service recovery strategies have been examined for their effectiveness in compensating for the customer’s loss and in restoring customer satisfaction. Current research on service recovery has largely focused on the customer involved. For instance, the most common recovery strategies hotels used for the guest involved are compensatory (e.g., discount), corrective (e.g., correction), and personal response (e.g., apology). Service recovery research suggest that, while corrective responses are viewed by customers as the minimal action, both apology and compensation have been shown to be effective in increasing customer satisfaction (e.g., Goodwin & Ross, 1992). Due to the prevalence of online reviews, our understanding of service failure and recovery must expand beyond the customer involved to include potential customers who are searching online. The difference between the customer involved and the potential customer is that while the focal customer suffered an economic or psychological loss, the potential customer has not. Past studies suggest that this difference may change the attribution tendency of potential customers (e.g., Wan, Chan, & Su, 2011). Consequently, one can expect that potential customers may use different criteria in assessing recovery strategies. For instance, in line with the equity theory which posits that people in general seek fairness in social interactions (Blodgett et al., 1997), potential customers might be more concerned about justice rather than the compensation. From the company’s perspective, in order to recover effectively from a service failure, it must know whether what works for the customer involved would also work for potential customers. The current research provides evidence that potential customers’ reaction to an online review and a hotel reply is contingent on the perceived similarity between this potential customer and the focal guest (i.e., the customer involved in the incident that the review describes), the type of hotel reply (i.e., no reply, apology, and explanation with no apology). Moreover, results suggest that the psychological mechanism that underlies this relationship is not due to negative emotions but a sense of vulnerability.

Previous research has suggested that if WOM (word-of-mouth) receivers are exposed to a video message in which a person tell that he/she had great effort to earn money and purchase a desirable product, they feel benignly envious and increase WTP (willingness-to-pay) for the recommended product; if they are exposed to another message in which a person tell that he had no effort to earn money and purchase the product, they feel maliciously envious and increase WTP for a related, but different, product. However, it may not be true in the context of e-WOM (electronic word-of-mouth) through SNS (social networking sites). This research conducted three laboratory experiments in the context of e-WOM, unlike the context of face-to-face WOM. The results showed that: (1) receivers were less likely to feel maliciously envious to friends and increase WTP for the products; (2) receivers were less likely to feel maliciously envious if they are exposed to the message as a tool for marketing; and (3) receivers were less likely to avoid the recommended product even though they feel maliciously envious if they have any other measures of retaliation. With these findings, this research contributes to a progress in the field of e-WOM through SNS.

농작물 해충 발생 실태조사란 조사지역에서 특정 해충의 발생시기, 발생량, 주요 기주직물의 종류 등에 관해 작물 생육기를 중심으로 주기적으로 조사하는 것을 말한다. 기후변화에 따라 새로이 발생하거나 피해도가 증가하는 병해충의 카테고리는 비래병해충, 돌발병해충, 남방계 병해충 등이 있다. 병해충 발생 ‘영향평가’라 함은 기후ꞏ기상 인자가 안정화된 현재의 농업생산시스템(적지, 생산성, 병해충, 생물다양 성 등)에 변화를 일으키는 영향값을 산출하는 것이다. 즉, 현재 상태를 기준으로 하여 기후변화에 따른 영향값 차이를 평가하는 것을 말한다. 병해충 발생 ‘취약성’ 이란 기후변동과 극한현상을 포함한 기후변화의 부정적 영향에 대해 특정 경작지나 그 경작지 내의 농작물이 민감하게 반응하거나 대처할 수 없는 정도를 말한다. 이번 연구는 영향평가 지표를 선정 및 이 기준으로 실시한 실태조사 결과를 가지고 특정 지역의 특정 해충에 대한 취약성 평가를 하는 방법에 관해 논한다.

Protein and carbohydrate are two major macronutrients that exert profound influences over fitness in many insects, including Drosophila melanogaster. Until recently, most studies examining the impacts of these macronutrients on various life-history traits in this species have used semi-synthetic diets that are not nutritionally well-defined. Here we used chemically defined diets to examine the patterns of larval and adult traits expressed across 34 diets systematically varying in the ratio and concentration of protein and carbohydrate. The shapes of the nutritional landscapes plotted for all larval and adult traits differed significantly from one another. Diverging nutritional optima identified for these landscapes suggest that D. melanogaster cannot maximize the expression of all life-history traits simultaneously, thus leading them to face a nutrient-dependent life-history trade-off.

Heterodera trifolii, mostly known as clover cyst nematode, is currently a serious problem for Chinese cabbage growers of the highland area in Korea. Due to lack of readily information about the nematode on Chinese cabbage in Korea, the pest steadily spread within the highland areas and has become a serious setback. Occurrence, spatial aggregation, egg hatching and the pathogenicity of this nematode are depicted in this study from ecological point of view. The study results suggest site-specific control and a potential planting time for the cabbage to avoid severe damage caused by this nematode.

본 논문은 한국의 연구개발투자가 제조업구분에 따른 파급효과들을 산업연관분석을 이용하여 분석하고 있다. 연구 방법은 2010∼2014년 국내 산업연관표 상에서 연구개발투자 부문을 외생화하고, 경제협력개발기구(OECD)의 기술수준 분류표에 입각하여 기술수준별로 제조업을 분류하여 연구개발투자가 미치는 생산유발효과와 부가가치유발효과를 분석하였다. 분석결과, 연구개발투자의 기술수준별 제조업 구분에 따른 생산유발효과는 중고기술과 중저기술에 속한 제조업에서 높은 것으로 나타났으며, 부가가치유발효과 역시 중고기술 제조업에서 높은 것으로 나타났다. 반면 연구개발투자가 가장 많은 고기술제조업에서 생산유발효과와 부가가치유발효과가 상기 2부문보다 낮은 것으로 분석되었다. 이러한 결과들은 한국 제조업이 연구개발투자를 통해 기술수준의 제고를 달성하고 이를 산업구조의 고도화로 이어간다는 품질사다리론과 연계되지 않았음을 의미한다. 이러한 분석결과로부터 한국의 연구개발투자가 고기술제조업의 생산유발과 부가가치효과의 증대를 위해 구조조정이 필요하다는 시사점을 얻었다. 본 논문은 산업연관표의 구조적 특성으로 인해 연구개발투자의 시차를 고려하지 못한 한계를 안고 있다.

이 연구는 CHO-CO와 PO필름이 시설 내 기온과 참 외의 특성, 수량에 미치는 영향을 구명하고자 수행되었 다. 2017년 1월 8일 기온의 일변화 조사에서 조광필름 처리구의 최고, 최저 및 평균 기온은 각각 38.9oC, 13.4oC, 20.1oC 이었고, PO필름 처리구에서 각각 40.0oC, 14.9oC, 20.3oC로 처리 간 차이가 거의 없었고, 2월부터 5월까지 과실특성, 품질 및 수량 조사에서도 처 리 간 차이가 없었다. 그러나 고온기인 8월 7일부터 1일 간 기온의 일변화에서 조광필름 처리구의 최고, 최저 및 평균 기온은 각각 47.2oC, 23.1oC, 32.4oC 이었고, PO필 름 처리구에서도 각각 50.3oC, 23.6oC, 34.0oC로 조광필름 처리구에서 최고 및 평균기온이 각각 3.1oC, 1.6oC 더 낮았다. 특히 주간의 기온만 비교해 보면 저온기에는 차이가 거의 없지만 고온기에는 PO필름에 비해 조광필 름 처리구에서 3.0oC까지 기온이 낮아지는 것을 알 수 있었다. 2017년 5월 26일부터 8월 15일까지의 고온기의 품질 및 수량 조사에서도 PO필름 처리구에 비해 조광필 름 처리구에서 과중이 371.6g으로 22.2g 더 가볍고, 태좌부의 당도는 14.5o brix로 1.4o brix 더 높고, 과피의 색도(a값)도 12.3으로 1.5 더 높고, 상품과율도 89.4%로 8.0%P 증가하였고 10a당 상품수량도 2,694kg으로 26% 증가하였다. 결론적으로 고온기에 조광필름은 참외 생산에 효과적으로 이용될 수 있을 것이다.

이 연구의 목적은 지역 특화 주제형 과학동아리 활동이 학생들의 과학적 태도에 어떠한 영향을 미치는지 알아 보기 위한 것이다. 연구 대상은 우리나라 남부에 있는 소도시 소재 2개의 인문계 고등학교에 재학생 중인 92명이었다. 연구를 위해 지역 특화 주제를 정하여 운영하는 2개의 과학동아리 46명을 실험집단, 지역 특화 주제를 정하지 않고 일 반적인 수업을 운영하는 2개의 과학동아리 46명을 통제집단으로 선정하였다. 조사 내용은 과학에 대한 정의적 영역 중 과학적 태도와 관련된 검사지를 이용하여 대응표본 t-검증과 독립집단 t-검증을 실시하였다. 연구 결과, 첫째, 지역 특화 주제형 과학동아리 활동은 학생들의 과학적 태도에 긍정적인 효과를 나타냈다. 실험집단과 통제집단 모두 과학적 태도 의 평균점수가 동아리를 운영하기 전보다 향상되었지만 지역 특화 주제를 운영한 실험집단의 상승 폭이 통제집단의 상 승 폭보다 더 컸으며, 통계적으로도 유의미한 차이가 있었다. 둘째, 지역 특화 주제형 과학동아리 활동이 일상생활의 문제를 해결하는 학교, 가정, 사회 상황에서의 과학적 태도에 미치는 영향을 알아보기 위해 동아리 운영 전후에 실시한 검사 결과 통제집단에서는 유의한 차이가 없었지만, 지역 특화 주제를 운영한 실험집단에서는 가정과 학교 상황에서 통 계학적으로 유의한 차이가 있었다. 따라서 지역 특화 주제형 과학동아리 활동이 학생들의 과학적 태도에 많은 긍정적 영향을 끼치므로, 현장에서 과학동아리를 운영하는데 있어 하나의 프로그램으로 고려될 수 있다는 시사점을 도출할 수 있었다.

The number of companies investing substantial marketing resources in sport sponsorship has been growing rapidly. This trend has resulted in more competition among the candidate companies to acquire official sponsorship rights. Not surprisingly, the recent increase in the popularity of sport sponsorship has been accompanied by increased attempts in ambush marketing – a marketing strategy wherein the companies associate themselves with, and therefore capitalize on, a particular sporting event without paying any sponsorship fee (Hoek & Gendall, 2002). The purpose of this study is to examine how such ambush-marketing activities can damage the evaluation of the company when they are noticed by consumers. This study further examines whether the prior reputation of the company influences the relationships between ambush marketing and company evaluations. Sponsorship and Ambush Marketing Prior research in sport marketing (Meenaghan, 1983; Sullivan & Mulphy, 1998) suggests that the sponsorship of sporting events offers sponsors opportunities to develop favorable brand images by creating goodwill perceptions (Hoek, Gendall, and West, 1990; Marshall, 1992). As noted above, companies unable to fund sponsorship rights have attempted to achieve the same benefits by engaging in promotional efforts associated with the event as if they were true sponsors (McKelvey, 1994). It is, however, only when consumers are unaware of the fact that the companies are, in fact, ambush marketers that these companies can expect positive goodwill perceptions from their ambush marketing practices. This is because ambush marketing has been perceived to be an unethical business practice. Payne (1998) indicated that ambush marketing not only harms the integrity and viability of global sport events, but also infringes on official sponsors’ rights; similarly, O’Sullivan and Murphy (1998) claim that ambush marketing is just as bad as stealing. Thus, once consumers become aware of the fact that a company is implementing an ambush marketing practice, rather than being a true sponsor, those consumers will be disappointed, and negative evaluations of the company are most likely to result. Based on the discussion above, the following hypotheses are proposed: H1: When an ambush-marketing attempt is not noticed, subjects exposed to an ambush- marketing practice will have more favorable evaluations of the company than the evaluations of the subjects not exposed to an ambush- marketing practice. H2: When an ambush-marketing attempt is noticed, subjects exposed to an ambushmarketing practice will have more unfavorable evaluations of the company than the evaluations of the subjects not exposed to an ambush- marketing attempt. Expectation and Evidences We further predict that the risks associated with ambush marketing are more profound for companies with high levels of a good reputation, rather than low. Such reasoning is based on theories of the interaction between expectations and evidences. In this study, expectation refers to the belief probabilities of attribute occurrence (Olson and Dover, 1976); prior research suggests that consumers may form expectations about a company based on the corporate reputation—the sum of the values that stakeholders attribute to a company, based on their perceptions of the company’s image and behavior over time (Dalton & Croft, 2003). Corporate reputation comprises three dimensions (Graham and Helen 2005) including public responsibility (e.g., ―Are they socially responsible?‖), consumer fairness (e.g., ―Do they treat the consumers with some respect?‖), and leadership and success (e.g., ―Are they successful at what they do?‖). Thus, having established a high degree of good reputation indicates that consumers can expect more positive perceptions on each of the three dimensions of corporate reputation described above. According to research in consumer satisfaction, it is the direction and the degree of disconfirmation resulting from the incongruity between the prior expectation and the evidences that determine the product evaluation and satisfaction (Oliver 1980). In particular, Oliver (1980), and Tse and Wilton (1988) proposed that expectations are thought to create a frame of reference about which one makes a comparative judgment, whereby evidences higher (or lower) than the expectations are thought to be a positive (or negative) disconfirmation. Mandler (1982) further suggests that increasing the degree of discrepancy between a schema-triggered expectation and new information results in heightened arousal and cognitive processing, which leads to a more polarized evaluation of products and services. Therefore, in a sponsorship context, a seemingly true sponsorship activity (i.e., an unnoticed ambush attempt) is likely to lead to a positive disconfirmation of the consumers’ expectations about a company, and the degree of disconfirmation will be greater when the company’s prior degree of good reputation is low, rather than high. On the other hand, when noticed by consumers, an ambush-marketing attempt is likely to lead to negative disconfirmation of prior expectations about a company, and the degree of disconfirmation will be greater when the company’s prior degree of good reputation is high, rather than low. Based on the discussion, the following hypotheses are posed: H3: When an ambush-marketing attempt is not noticed, subjects exposed to the ambush-marketing practice will perceive a positive disconfirmation of expectations, and the degree of disconfirmation will be greater when the company is disreputable than when it is reputable. H4: When an ambush-marketing attempt is noticed, subjects exposed to the ambush-marketing practice will perceive a negative disconfirmation of expectations, and the degree of disconfirmation will be greater when the company is reputable than when it is disreputable. Disconfirmation and Evaluation Satisfaction literature (Oliver 1980) also suggests a high degree of consistency between the degree of disconfirmation and satisfaction, as well as the traditional criteria of attitudes. Oliver (1980), for example, showed positive relationships between the degree of disconfirmation and the amount of attitude change. Also, given the earlier discussion that the degree of disconfirmation is proportional to the extremity of the attitude, the following hypotheses are posed: H5: When an ambush-marketing attempt is not noticed, subjects exposed to the ambush-marketing practice will have a more favorable attitude toward the company, and the degree of enhancement in company evaluation will be greater when the company is disreputable than when it is reputable. H6: When an ambush-marketing attempt is noticed, subjects exposed to the ambush-marketing practice will have a more negative attitude toward the company, and the degree of reduction in company evaluation will be greater when the company is reputable than when it is disreputable. Method In order to examine the proposed hypotheses, a 2-by-2 by-2 full-factorial experiment will be conducted. A convenient sample of college students will be used for theory-testing purposes. There are three independent variables. Prior reputation (high vs. low reputation), and whether the ambush-marketing attempt is noticed or not (noticed vs. unnoticed) are the between-subject factors, whereas the measurement sequence (before vs. after stimulus exposures) is the within-subject factor. Corporate reputation will be manipulated by exposing subjects to either high- or low-reputation company profiles. Subjects will then be asked to rate the dependent variables the first time. Then, subjects from each company reputation condition will be exposed to hypothetical newspaper articles describing the company as either a true sponsor or an ambush marketer. After being exposed to the stimulus newspaper articles, the subjects will be asked to rate the key dependent variables the second time. The primary dependent variables include perceived corporate reputation, and attitude toward the company. Data collected from the experiment will be analyzed by three-way ANOVA.

The Chinese fashion market, which has typically been dominated by luxury brands, is expanding more into mid- to low-end fashion brands including global SPA (Specialty retailer of private label apparel) brands. This change in the Chinese fashion market is due to the growth of the middle class in China. The advance of the Chinese middle class is attributed to the fact that the wages of large city workers is improving due to the development of various industries, particularly IT. Recently, the Chinese government has initiated an anti-corruption movement, which has led to the prohibition of luxury goods consumption, and so the interest of Chinese potential fashion consumers has moved to the mid-to low-end fashion products imported from developed countries. In addition, young Chinese consumers' positive attitude toward online shopping is favorable for foreign mid-to low-end brands. These changes in the tastes of Chinese fashion consumers are favorable for Korean fashion brands in particular for several reasons. First, the Korean fashion industry does not have a history of producing luxury brands, but does produce many good mid- to low-end fashion brands. In addition, Chinese tend to consider Korean fashion and food culture as more developed and preferable due to the success of the Korean wave. Lastly, it is easy for Korean practitioners to offer online shopping and customer service. The emergence of mid- to low-end fashion brands started in Korea in the late 2000s when global SPA brands entered the market. Unlike Korea's soho brands, which are based on the "No-brand" strategy, global SPA brands have actually shaken up the market by offering reasonable prices for Korean domestic brand products that are of similar quality. Since then, consumers’ willingness to pay for clothing has been reduced even further in the Korean market even though the low-growth trend in the economy has stabilized. So, it is very important to analyze and study the consumption tendency for low and mid-priced fashion brands among both Chinese and Korean consumers. The purpose of this study was to investigate how Chinese and Korean consumers perceive the personality of mid- and low-priced fashion brands and how such personality affects brand loyalty, commitment, and perceived quality. Brand personality is a vital area of research since fashion products are a type of consumer good that is consumed by users close to the body and which can express the self and the personality to others. Aaker (1997) developed a brand personality measurement scale consisting of five dimensions which many researchers have used in exploring the brand personality dimension in various industries. In the study of fashion in particular, the dimension of brand personality has been explored and its effects have been analyzed. However, most of the research has focused on luxury or high priced brands. Also, the research has not compared cultures such as China and Korea in this regard. Therefore, this study explored how Chinese and Korean consumers perceive some of the mid- to low-end priced brands originating in Europe and Korea. Also, the research examined how multiple dimensions of brand personality affected perceived quality, commitment, and brand loyalty. This study assumed that perceived quality and commitment may mediate the relationship between brand personality dimensions and loyalty. In order to conduct quantitative research, this study adopted scales from the previous literature to measure the variables used in the research model. A professional online research company conducted the survey, which was designed to be administered only to potential consumers of mid-and low-priced fashion brands who had purchased one or both European and Korean brands which were suggested in the survey. Also, gender (female), residential area (Seoul, Beijing, Shanghai), and age (21-39 years old) were controlled for. In this research, the European origin brand was the global SPA (Zara, H & M, ONLY), and there were eight Korean brands, including “Style Nanda,” which is popular in China (Refer to Table 1). The data collected on the 250 Korean and 250 Chinese participants were analyzed using statistical package SPSS 20.0. The brand personality dimension was explored using factor analysis which applied Varimax rotation based on the principle component method. As a result, even though the items included were found to be somewhat different according to the country and origin of the brand, the brand personality dimensions of the European global brands turned out to be similar and reflected “TRENDY, SINCERITY, AND COMPETENCE.” Also, Chinese consumers’ perception of brand personality in Korean brands was found to be similar to their perception of European brands. However, Korean consumers’ perception of Korean brands, which are of course their own brands, was more diverse reflecting “TRENDY, SINCERITY, COMPETENCE, AND OUTGOING.” This seems to be because Korean consumers may have had more chance to experience Korean brands either online or offline through visiting stores or being exposed to a variety of marketing communications. Thus, because there are more Korean brands than European, Korean consumers may be able to have an accurate perception of the personality of Korean brands. The conceptual model of the current research includes the relationships among multiple dimensions of brand personality in perceived quality, commitment, and loyalty. Also, the mediating effect of quality and commitment between brand personality and loyalty was examined. In order to test the hypotheses, hierarchical multiple regression using SPSS was analyzed and is described in Table 2 in relation to European brands and in Table 3 in relation to Korean brands. As expected, brand personality dimensions that were found to be a significant factor in perceived quality, commitment, and loyalty were likely to vary based on Chinese or Korean perceptions. For Korean consumers’ perception of global brands, while TRENDY was likely to be the most powerful personality dimension forming brand loyalty, its impact on loyalty seemed not to be mediated by quality but rather by commitment. Also, the influences of COMPETENCE on loyalty were mediated by quality and commitment. For Chinese consumers’ perception of global brands, the impacts of SINCERITY as well as TRENDY on loyalty were found to be mediated by quality and commitment. In addition, COMPETENCE seemed to have a rather direct impact on quality, commitment, and loyalty without a mediating effect. For local brands, Korean consumers did not seem to rely on brand personality or commitment when considering brand loyalty. Since the R2 did not improve at all with adding mediating factors such as quality and commitment, there was found to be no mediating effects in the Korean cases for local brands. In particular, while TRENDY directly impacted loyalty, OUTGOING was found to be significant only in its impact on quality. On the other hand, all three dimensions of local brand personality turned out to be significant influencers on loyalty and quality for Chinese consumers. The impact of TRENDY and COMPETENCE on loyalty seems to be mediated by quality and commitment. In this study, we found that mid- to low-end fashion brands seemed to reflect valid brand personality according to the brand’s origin (global vs. local) as well as consumers’ culture (Chinese vs. Korean). Also, the effect of brand personality dimension was different. This study contributes to the study of brand personality and the Chinese fashion market by comparing a conceptual model of the consumption behavior of Chinese and Korean consumers in relation to mid and low-priced fashion brands and brand awareness formation. In particular, the research revealed differences between Chinese and Korean consumers, suggesting different approaches for Korean fashion practitioners who are planning on entering China, which has not only a similar market to that of Korea but also one that is familiar to Korean practitioners.

본 연구는 장애인의 일상생활능력과 일상생활환경이 접근성을 매개로 삶의 질에 미치는 영향을 장애유형별로 규명해 보고자 하 였다. 이를 위해 장애인주거실태조사자료에 담긴 5,127명의 장애 인에 대해 구조방정식 모형에 입각하여 실증분석하였다. 분석 결 과 일상생활능력과 일상생활환경이 장애인의 삶의 질에 미치는 영향은 접근성 여부에 따라, 그리고 장애유형에 따라 다르게 나 타나는 것을 확인할 수 있었다. 첫째, 외부장애인의 경우 일상생활능력과 일상생활환경 모두에서 접근성은 삶의 질 향상에 부분 매개효과를 구현하였다. 둘째, 내부 장애인의 경우 일상생활능력 은 접근성을 부분매개로 삶의 질에 영향을 미쳤으나, 일상생활환 경은 삶의 질에 대한 접근성의 매개효과가 없었다. 이러한 연구결과는 의료기관, 공공기관, 복지시설 등 일상생활 환경이 장애인의 삶의 질 향상에 매우 중요한 요인이나, 이에 대 한 접근성이 가지는 의미는 장애유형에 따라 상이함으로 접근성 을 제고하는 정책을 시행함에 있어 장애유형별로 대처방안이 달 라져야 함을 시사한다.