Micro-Blade (Stone knife) and its manufacturing techniques or flaking methods, considered by many scholars as the marker of modern humans, are used popularly back from 20 000 years ago Lower Old Stone Age until to 2 500 years ago Zhou Dynasty. Visible technological processes map invisible thinking patterns. The thinking model of Genesis, create a pioneering work, hurt your skin and bruise in Oracle Bone Script all are derived from Stone knife flaking process model. Comparing a common thing or process to a concept, especially abstract concepts, are a common means for the expression of thought in ancient, like a parable in the Bible and proverb in public. OB Script uses a scene of a common process, a parable or proverb to expressing ideas. An Oracle character does not have to record language, first is an ideograph used for alluding. The other sample of Dongba (Mo-so) pictographic glyphs is largely a mnemonic system, and cannot by itself represent the Naxi (Mo-so) language. Tab.2 is a sample of Mo-so Genesis can be read as a long story for hours and hours by the priest. A popular and most academic understanding of the Oracle characters as logograph or phonograph hinders the deciphering of many Oracle characters. The character刅 (Tab.3 CH1, now write as創. 倉 is add-on sound, 刀 is刂 idea) imitated to K” (transcription),「K」set as a Knife, 「”」as like debris from broken scars. K” suggests a third scene of flaking a stone knife from a stone core by percussion (Fig.1), this is Scene-parable telling 說象 . The scene of Blade flaking suggests skin hit or trauma 創傷肌膚 , enemy hitting or attacking 重創對手 , pioneering tool by hitting or innovation and creation創 造全新 工具或創造全新 工具或創造全新 工具或創造全新 工具或創造全新 工具或創造全新 工具或創造全新 工具或創造全新 工具或創(a knife is a pioneering tool when comparing to Chopping tool that perhaps in nature), analogy of an egg hatch by mom percussion can be stretched a genesis by god percussion創世紀 , this is sense reading解意 . The scene is rich in symbolisms above that are depicted the word meanings as much as possible; this can be called as Self Deriving. For English example, a scene of hive is depicted meanings of a school of bees, gather into a hive, a place full of people who are busy as bees, hive off [divide up family property and live apart], store (like bees). A scene of hand (of head, of bow, of moon, so on) may be another example. The character刀 (Tab.4) is imitated to K (transcription), pictograph of Micro-Blade (Stone knife, Fig.3). The character勿(Tab.4) is imitated to C: (transcription), 「C」as bow, 「:」as no string, 「C:」suggest a third scene of an unstringing bow. The scene of the archery removed bowstring suggests no-shoot arrow or hunting, no attack, 勿 use as No, Do not in OB Script.

본 연구는 20세기 후반의 작곡가가 생각하는 전통적인 오라토리오 양식 활용의 의미를 찾아 보려는 목적으로 헨체의 유일한 오라토리오 《메두사호(號)의 뗏목》(1968)을 구체적으로 살펴본 것이다. 이 작품은 1816년에 실제 일어난 프랑스의 호위함 메두사(Méduse)의 난파 사건을 소재로 했고 솔로, 혼성합창단, 관현악이 함께하는 전통 오라토리오 양식과 유사한 구성의 세속 오라토리오이다. 헨체는 인간의 삶을 향한 순수하고 강한 의지를 이야기하는 소재 선택과 인간에 대한 존중 과 도덕성을 노래한 전통 오라토리오의 장르 미학을 연결하고 악곡 구성의 기초로 삼았다. 그리고 상징적인 등장인물을 설정하고, 적절한 시각적인 무대와 극적인 움직임의 요소를 도입했으며 이야기 속 인물들과 그들의 상황에 대해 공감하는 오케스트라의 역할을 강조함으로써 20세기 후반의 음악에서 확실하게 드러나는 작곡가의 개별성을 담았다. 사회 참여적인 작곡가로 변화하며 자신의 새로운 예술 철학을 담기 시작한 작품이기도 한 헨체의 《메두사호(號)의 뗏목》은 종교적인 내용이 중심 주제인 오라토리오 장르가 세속적인 내용 을 담아서도 그 예술성을 계속 이어갈 수 있다는 것을 분명하게 했다. 또한, 작곡 경향의 자유로움이 무한한 20세기 후반에도 전통적인 장르 양식 활용이 작품을 창의적으로 전개하는데 원동력이 될 수 있다는 것을 확실하게 보여주었다.

본 연구는 설문을 통해 ‘스마트 그린오피스(Smart Green Office)’에 대해 대중의 인식과 선호도를 알아보고, 활성화를 위한 기반을 마련하고자 수행하였다. 총 195명을 대상으로 설문조사를 진행하였으며, 실내식물에 대한 인식과 ‘스마트 그린오피스’의 인식 및 선호도에 대하여 조사하였다. 설문조사 결과, 설문에 참여한 대부분의 응답자들은 실내식물을 선호하며, 접근성과 필요성에 대해 긍정적으로 답변한 것으로 조사되었다. 응답자들이 실내식물을 통해 ‘공기 질 향상(52.0%)’ 및 ‘스트레스 해소(34.0%)’등 긍정적인 효과를 경험한 적이 있기 때문에 실내식물의 기능을 인지하고 필요성을 크게 인식하는 것으로 판단된다. ‘스마트 그린오피스’의 인지도에 대해 조사한 결과, 알거나 들어본 경험이 있는 사람은 15.4%로 적었으나 개념을 설명한 후, 필요성을 느끼고 설치를 원하는 응답자들 은 90% 이상으로 조사되었다. 응답자들은 ‘공기정화(83.6%)’ 기능 때문에 ‘스마트 그린오피스’ 도입 이 필요하다고 하였으며, 오피스 내 도입 시‘공기정화 식물(70.8%)’로 이루어진 벽면형태(41.0%)’를 선호하는 것으로 조사되었다. 또한, ‘비용 (45.6%)’과 ‘유지 관리(28.2%)’등의 문제가 ‘스마트 그린오피스’ 도입 시 고려하는 점으로 조사되었으며, 설치 시 비용은 ‘200만원 이하(56.4%)’와 ‘200~450 만원(38.5%)’을 선호하는 것으로 조사되었다. ‘스마트 그린오피스’의 인식 및 선호도와 더불어 비활성화에 대한 원인을 조사한 결과, ‘낮은 인지도’ 및 ‘스 마트 그린오피스’의 개념을 인지하지 못한 ‘불필요’가 각각 25.1%와 42.6%로 조사되었으며, ‘적극적인 마케팅 및 홍보 (46.2%)와 ‘실내식물에 대한 관심도 향상(38.0%)’이 이를 해결하기 위한 방법이라고 응답하였다. 따라서, ‘스마트 그린오피스’의 올바른 의미를 알리고, 공기정화 식물로 이루어진 벽면형태의 디자인 개발 및 모델 제시와 같이 ‘스마트 그린오피스’가 활성화될 수 있도록 홍보를 통한 다양한 정보 제공 등 여러 방안 모색이 필요할 것으로 판단된다.

본 연구는 에벤에저 하워드가 주창한 가든시티의 철학을 살피고 그가 설립한 최초의 가든시티인 레치워스의 조성과 경관 변화를 살핀 연구이다. 노동자들이 대도시의 빈곤과 열악한 생활을 벗어나 안정된 환경에서 지역공동체를 이루어야 한다고 생각한 하워드는 도시와 농촌의 결합한 형태로 가든시티라는 이상향을 제시하고, 그것을 실현하기 위하여 레치워스 가든시티를 조성했다. 당시로써는 혁신적인 저가 주택, 임대주택의 보급, 우수한 근로 환경, 실용적인 진보 교육이 시행되었다. 레치워스의 유지과정에서 자본의 분배에 따른 갈등, 정부의 개입에 의한 위기가 있었으나 현재는 주민들이 만든 협동조합이 공동체의 지속을 위해 노력하고 있다. 본 연구를 토대로 현재의 주거는 교외의 전원주택지 성격이 강해졌고, 산업은 경제활동이 우수하지 않은 편이며 수입이 낮은 편임을 확인하였다. 이러한 결과에도 불구하고 레치워스 가든시티는 자체적으로 지속적인 개선을 위해 노력하고 있으며, 최초 가든시티의 정신을 유지하고자 뉴가든시티 운동으로 전개하고 있다. 내일의 도시를 지속해서 만들고자하는 노력은 현재 도시의 자족성에 관한 다양한 문제를 지니고 있는 우리나라 도시정책에 시사하는 바가 크다고 판단된다.

PURPOSES : With the recent change to domestic and overseas construction technologies, which led to the adoption and application of threedimensional building information management (BIM), a BIM output delivery operation system is needed for the civil engineering infrastructure category. This study analyzes the domestic and overseas BIM-order placement, BIM-related guidelines/guides, and the BIM output delivery system for the road construction project category to present guideline development measures for BIM output writing and delivery. METHODS: This study surveys and analyzes the domestic BIM-related research trends to examine the domestic-infrastructure BIM-order placement situations in public ordering agencies. Additionally, it analyzes the domestic BIM-related guides and guidelines and existing twodimensional electronic delivery systems and the domestic and overseas BIM output delivery systems. This study defines the guideline composition system and direction to present criteria for BIM output writing, delivery, management, and utilization in the road category. Furthermore, it presents guideline composition measures for BIM output writing and delivery to propose detailed criteria, output-list composition, and output inspection procedures. RESULTS : This study presented BIM output guideline development measures for planning BIM output writing and delivery and management/utilization measures in the road category. To that end, it determined the domestic and overseas BIM guide and guideline composition systems, BIM ordering criteria, BIM data writing and delivery criteria, BIM output management and utilization measures, and a common BIM output list to present suitable detailed criteria. CONCLUSIONS: This study sought to respond to changes to the domestic and overseas construction environment and to present output writing/delivery guidelines as activation measures supporting the adoption and application of BIM. To that end, we analyzed the domestic and overseas BIM guidelines and guides, task instructions, bid information, etc. to define the appropriate composition system and to give it direction. We defined the contents of tables and detailed descriptions to present guideline development measures for BIM output writing/delivery guidelines in the road category. This is expected to improve work efficiency for BIM and to enhance output quality and utilization. Furthermore, the adoption of BIM in the road category will provide an infrastructure environment with which to exchange BIM information with related agencies. We plant to further develop verification tools for the Ministry of Land, Infrastructure, and Transport's BIM model projects, for their output writing and delivery, and for an integrated BIM platform that will continue to improve the proposed criteria.

This study is to evaluate economic effect of the creation project of Octopus Ochellatu spawning and habitat ground in Taean County. The main results of this study are summarized as follows: first, the creation project cost of Octopus Ochellatus spawning and habitat ground invested in Taean from 2015 to 2017 was 3,400 million won. Second, The creation project of Octopus Ochellatus spawning and habitat ground directly provides fishing benefits, recreational boat fishing benefits, festival benefits, research and development benefits, and employment benefits. Third, on the basis of above benefits, the creation project of Octopus Ochellatus spawning and habitat ground has a net present value of 14,478 million won, internal rate of return 60.8%, and benefit-cost of 5.03 under a 4.5% social discount rate. Also, the creation project creates 47 jobs. This indicates that the creation project of Octopus Ochellatus spawning and habitat ground contributes not only to the increase in the income of coastal fishery, recreational boat fishing business and fishing villages but also to the job making. In conclusion, with all these results, a project for making spawning grounds and habitats in the specified region gives species more numerically abundant and this gives more profits to fishermen in the coastal area. In addition, this project helps to make attractions to visitors or people who came to those specified regions to participate in events or have recreation, which means it improves profits to that fishing village and improve a settlement condition.

대한민국 건설현장에서 환경기술인 채용이 이루어지지 않고 있다. 제조업의 경우 대기환경보전법 제40조에 따라 사업자가 환경기술인을 임명하도록 명시되어 있다. 이와 반대로 건설 분야는 환경기술인 의무선임에 관한 법적인 사항이 존재하지 않는다. 국내 건설대기업의 경우 본사에 환경관리자를 채용하여 운영하는 사례가 있다. 하지만 본사의 환경관리자는 단위현장의 행정적인 업무 지원이나 법적 분쟁이 발생하였을 때 해결하는 역할을 할 뿐이다. 환경기술인의 의무선임은 건설현장의 일자리 창출뿐만 아니라 현장기술자의 업무를 분담하는 역할도 기대할 수가 있다. 향후 지구의 기후변화로 인한 환경 분야의 중요성은 점차 증가할 것이다. 이에 따라 공사금액 120억 원 이상의 건설공사에서 환경기술인을 의무적으로 선임한다면 청·장년층의 일자리에도 기여하며 기술자 본인의 업무영역에 집중할 수 있는 계기가 될 것이다.

우리나라 뮤지션들이 작곡한 힙합 음악들이 최근 국내뿐만 아니라, 본고장인 미국에서도 상당한 인기를 끌고 있다. 서양음악 중에서도 가장 이질적인 요소가 많은 장르로 꼽히는 힙합 음악이 우리나라의 뮤지션들을 통해 만들어지고, 더불어 우리 음악의 수준이 세계적임을 인정받고 있다는 점에서는 상당히 환영할 만한 일이다. 힙합 음악의 특성상, 기존의 음악들의 샘플링과 편집이라는 방식으로 제작이 되는 만큼, 우리 뮤지션들의 음악이 저작권 분쟁에 타격을 받지 않도록 하기 위해서도 관련된 우리 법제를 재점검해 보는 작업은 필요해 보인다. 샘플링은 디지털 기술의 발전과 미국의 흑인문화가 결합되어 탄생한 그리 길지 않은 역사적 배경을 가진 장르이지만, 젊은 세대를 중심으로 한 파급력은 어떤 음악 장르 못지않다. 특히, 샘플링은 또 다른 샘플링을 자극하게 되므로, 유명세를 탄 음악들은 다시금 샘플링이 되어 지속적으로 변형된 음악을 탄생시키게 된다. 샘플링 기법은 원곡의 일부를 그대로 취한다는 점에서 기존의 음악 저작권에서 다루어 온 개작이나 편곡과는 다른 성격을 가지고 있다. 이에, 샘플링 기법으로 제작된 음악에 대해 저작권법에서 어떠한 법적 지위를 부여할 것인가 하는 것이 먼저 논의가 되어야 하며, 이를 기존의 관점에서 포섭한다면, 2차적 저작물로 볼 것인지 혹은 공정이용 항변이 가능한 범주로 볼 것인지 등이 논의되어야 한다. 이러한 포섭 작업이 성공적으로 이루어지기 위해서는 각각의 법리의 요소들이 어떻게 적용되어야 할지 밝히고, 라이선스 체계를 구축하기 위한 추가적인 보완 노력이 기울여져야 할 것이다. 이를 위해 샘플링에 대한 법적 지위에 대한 검토 이후, 힙합의 본고장인 미국에서 힙합음악과 관련된 사건들을 살펴봄으로써 새로운 음악 장르에 대한 법원의 접근 태도를 확인하고, 우리나라에서의 관련 사례들과 비교하여 보고자 한다. 결국, 효율적인 이용허락이 가능한 음악 저작권의 이용구조와 관련 법리의 원활한 적용을 통해 새로운 음악 장르에 대한 법적 안정성이 보장될 것으로 본다.

본 연구는 산림, 하천, 자연 녹지 등 자연생태환경과 격리된 도심 속의 생태적 패치를 분석하고 이해하여 생태적 가치가 높은 생태 환경을 조성하는 방안을 모색해 보고자 실시하였다. 분석 대상지역은 도심 속의 생태적 패치로 다양한 입지 조건으로 조성되어 활용되고 있는 국립과천과학관(경기도 과천시 상하벌로 110일원) 일대를 중심으로 선정하였다. 생태적 패치(patch) 입지별 4개의 구역으로 구분하였고 각 조사 구역 별 결과에서 곤충상은 Ⅰ구역에서 61과 135종, Ⅱ구역에서 31과 46종, Ⅲ구역에서 31과 42종, Ⅳ구역에서 13과 14종 등으로 구분되었다. 전체 조사구역의 군집 분석 결과, 다양성 지수 4.30, 종풍부도 22.74, 균등도 0.84 등으로 구분되었다. 조사 결과, 수환경과 키 작은 수목을 중심으로 하고 경작 및 원예가 재배되는 Ⅰ구역에서 종 조성이 다양하게 분포하였고 소규모 생태적패치를 조성할 경우 수환경과 원예화원, 소규모 경작지 등이 분포할때 종 다양성이 높고 생태적으로 안정된 양상이 될 것으로 기대된다.

Internet of Things (IoT) research is devoted to the idea that a wide array of devices, including appliances, vehicles, buildings, and cameras, can be interconnected to collect and share their abundant sensory information to use for intelligent purposes. IoT technologies are universally seen as transforming the manufacturing and services sectors. Service-Dominant (S-D) logic focuses on a dynamic, ongoing way to co-create value through resource integration and service exchange. Based on research data from business-to-business and business-to-government customers, as well as feedback from employees and managers of two different manufacturers, our study addresses four questions: (1) In the light of the IoT-does the second axiom of the S-D logic—value is co-created by multiple actors, always including the beneficiary—still hold true for B-to-B and Business-to-Government (B-to-G) customers? (2)With reference to the IoT—is there a difference in the acceptance of digital services between B-to-B and B-to-G groups? Does the age group of the customers have to be considered? (3) Are there digital customer services already perceived as being ―co-created‖ in the sense of the S-D logic? (4) Marketing management in the digital age—how to implement IoT projects in buyer-manufacturer relationships considering the abovementioned chances and challenges. Discussing a background of disruption management and S-D logic, we examine factors that influence IoT buyer–manufacturer project success in organizational networks, and compare the attitude of different customer groups towards these projects. Our findings show that in the IoT-driven digital projects even long term customers that trust in their manufacturers have very strong reservations with regards to data safety. We propose a modular concept of a relationship alignment model to enhance trust in manufacturer's credibility in the context of disruptive IoT projects. The evaluation of our empirical studies revealed serious reservations of managers and service employees towards an active integration of customers into digital product maintenance. If manufacturers are not willing to incorporate customers in digital platforms and networks and provide them with digital services they are interested in, this will hamper A-to-A co-creation of value in digital IoT projects.

Researchers have yet to investigate whether it is beneficial for exporters to engage in greater levels of product adaptation in their export operations, or whether there is some limit to the amount of adaptation exporters should engage in. We posit that customer value creation, a central marketing concept and a mechanism to achieving market and financial goals in business to business markets, is a core outcome of export product adaptation activities. In order to explore the routes by which adaptation may shape export customer value creation, we adopt a multi-faceted conceptualization of firm-level product adaptation, comprising export product adaptation (i) quantity, (ii) intensity and (iii) novelty. Drawing on survey data from 249 Finnish exporters involved in business-to-business activities, we find evidence to support the claim that the impact of export product adaptation on export customer value creation is contingent on various factors, and we identify instances where greater adaptation is beneficial for export customer value creation, and instances where greater export product adaptation is potentially harmful for export customer value creation.

Tourism and hospitality service providers have been seeking ways to engage customers into the value creation process to deliver personalized customer experience. Rapid development of information communication technology has facilitated such practice by providing various computer-based or mobile platforms. While online platforms such as social network sites and online communities have received most research attention, mobile instant messaging (IM) remains under-researched in spite of its unique potential for firm-customer interaction and communication. Based on service-dominant logic (Vargo & Lusch, 2004) and computer-mediated communication theories (Walther, 1996), this study examines (1) the factors influencing customers’ perceived co-creation experience facilitated by mobile IM, and (2) customers’ perceived value of personalization results from such experience in the tourism and hospitality context. Data was collected via online survey targeting Chinese users and was analyzed using structural equation modelling. The results found significant positive effects of users’ perceived social presence, perceived media richness and prior experiences on their co-creation experience. The significant positive relationships between customers’ co-creation experience and perceived personalization of the service offering validate the unique potential of mobile IM to engage customers into value co-creation with tourism and hospitality service providers. The findings extend the theoretical framework of value cocreation to a context mediated by mobile IM. Managerial suggestions are provided for tourism and hospitality companies to engage with customers using mobile IM.

Introduction The retail environment, which is offering special experience to consumers based on customized consumer lifestyle, creates customer value from voluntary customer engagement. In recent study, it is shown that customer engagement is becoming an important factor which determines the characteristics of customer behavior in the retail and hospitality industries. However, the study of customer engagement has mainly focused on its performance in marketing field ( Hapsari, Clemes, and Dean, 2017; Kumar and Pansari, 2016) and most researches have handled the concept of customer engagement from the perspective of online environment(Shin and Byun, 2016; Jeon, 2016). Theoretical Development This study aims to investigate the psychological motivation for customer engagement and to examine the underlying factors of customer behavior in offline retail environment based on experience economy theory and Self-Determination Theory(SDT). First, this study investigates the relationship between perceived psychological benefits (autonomy, competence, and relatedness) and intrinsic motivation. Also, this study tried to analyze the relationship between intrinsic motivation and customer engagement (conscious participation, enthusiasm, and social interaction). Second, we tried to examine the relationship between customer engagement and customer creation value (functional value, hedonic value, and social value). Thirdly, we suggested the effect of customer creation value on customer purchasing behavior (shopping memories, customer satisfaction, word-of-mouth, and revisit intention). In addition, we attempted to find the mediating effect of the hedonic value between customer engagement and shopping memories; customer engagement and customer satisfaction. Futhermore, we investigated the mediating effect of shopping experience between hedonic value and customer satisfaction. Finally, We discussed the managerial implication for differentiated competitive advantage in the experience-based retail environment. Research Design and Model Testing To test the research hypotheses and our research model, we conducted questionnaire survey from the respondents who have ever been to the major experience-based shopping malls within 6 months. Through the confirmatory factor analysis, reliability and validity of the study constructs were verified. 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. Result and Conclusion As shown in the results of this study, the experience-based retail environment leads to higher customer engagement and increase the customer’s hedonic value and reinforce positive shopping memories. Specifically, the experience-based retail environment is offering psychological benefits and customers enjoy experience itself. During the shopping experience, the customers are motivated for customer engagement. The managerial implications of the study results for the corporate managers in the retail and/or hospitality industries were also discussed.

Nowadays, customers have become increasingly dissatisfied with accepting products and services offered by suppliers. Instead, they are involved in product development as co-productor (Prahalad & Ramaswamy, 2004). There are diverse types ranging from online discussion to virtual design enabling customer involved in co-creation activities related to product support. “Customer design” enables the firm to have possibilities enhancing the whole value of product design during development process (Fuchs & Schreier, 2011). However, some of scholars have found that customers cannot always play a useful role in luxury product design. Fuchs and Schreier (2011) studied that buyers can easily observe the source of design, which damage the image of co-designed product. That is because luxury product always played as a specific label of wealth and states to some extend (Ko & Phau, Aiello, 2016). Thus, this study draws from co-creation theory to investigate the specificity of online luxury design, using an experimental method. We analyze and discuss the diverging affection of luxury design held by co-creation idea innovativeness and behavior intensity, and the role played by sponsoring firm and community members.

With the advent of globalization and the accompanying rapid changes in economic environments, firms have gradually transformed their mode of operations from one based on the traditional good-dominant logic to one based on service-dominant logic. The emergence of service-dominant logic has resulted in the development of value co-creation, which refers to the process through which firms, suppliers, and customers all become involved in the discovery and creation of product value and create added value through even and reasonable distribution. Drawing upon the SDT theory, the current study has the following three research objectives. First, the current study investigated the influence of transformational leadership on employee-based value co-creation and the impact of transformational leadership on employees’ intrinsic motivation to further enhance their value co-creation. Second, this study sought to understand the mediating mechanisms between transformational leadership and employee-based value co-creation; financial and non-financial variables were used as the mediators to explore whether the financial incentive affects employees’ intrinsic motivational process with regard to the transformational leadership that leads to employees’ intrinsic motivation. Third, positive psychological capital was used as a mediator to examine whether it mediates the relationship between the financial perspective and value co-creation. Fourth, self-concordance was also adopted to examine whether self-concordance mediates the relationship between the financial perspective and value co-creation. We collected 513 survey responses from 81 teams in firms from diverse industries in Taiwan. The present study makes the following contributions. First, previous research related to leadership behavior primarily focused on the influences of leadership behaviors on employee attitudes and behaviors. Only a few studies addressed the impact of leadership on value co-creation. Drawing on the self-determination theory to build our research framework, our study contributes to the field by investigating how transformational leadership stimulates employee-based value co-creation. Second, the present study investigated the psychological mechanisms involved in the motivational process in the context of the ways in which transformational leadership facilitates changes in employee behavior, particularly for employees’ intrinsic motivation. Third, the present study proved that financial and non-financial incentives respectively mediated the relationship between transformational leadership and positive psychological capital. Additionally, both financial and non-financial incentives mediated the relationship between transformational leadership and self-concordance. These results suggest that both financial and non-financial incentives could be effective ways for transformational leaders to intrinsically motivate their employees. These findings are valuable contributions to the leadership studies field. Fourth, the present study adopted hierarchical linear modeling (HLM) to conduct a multi-level analysis of the relationship between transformational leadership and value co-creation.

Mobile shopping motivations affects the interaction between mobile shoppers and mobile retailers. This study examines how mobile shopping motivations affect value co-creation, customer equity drivers, and customer lifetime value through a structural equation model. Mobile shopping motivations as mobile shoppers’ needs are time saving, right purchase and money saving. To meet mobile shoppers’ needs, mobile shoppers, mobile retailers, and other customers are willing to collaborate. Value co-creation that Yi and Gong (2013) scaled includes customer participation behaviour such as information seeking, information sharing, responsible behaviour, and personal interaction, and customer citizenship behaviour such as feedback, helping, advocacy, and tolerance. The results indicate that mobile shopping motivations are significant determinants of value co-creation behaviours, implying that mobile shopping motivations are driving factors of value co-creation. Customer participation behaviour has significant effects on value equity and brand equity while customer citizenship behaviour shows positive effects on brand equity and relationship. As for customer lifetime value, relationship equity has significant positive effect, while value and brand equity had no significant influence. This study also shows that mobile shopping motivations affect both value equity and relationship equity of mobile shopping apps by improving information sharing, responsible behaviour, and personal interaction, feedback, helping, and advocacy. Value equity and relationship equity also have significant effects on customer lifetime value. The authors discuss the theoretical and managerial implications for their findings.

This research is concerned with the mediation of the relationship between co-creation and trust by emotions. Data is generated from responses to questions posed after panellists read a structured scenario. Emotions are found to partially mediate the relationship between co-creation and trust. The mediation effect is stronger in B2C situations than B2B, in services rather than products and for women more than men. In a services context there is full mediation of the relationship between co-creation and trust by emotions for women and for a business-to-consumer context. The strategic imperative that co-creation is vital in the services industry is underscored, particularly in a consumer situation or when dealing with women.