As a folk art that combines earthy simplicity with refined elegance, Henan Diaoqu in China has gradually formed its performance style since the Ming and Qing dynasties, giving rise to multiple sub-genres and enduring through the ages. As one of the most representative traditional opera forms in the Central Plains region, its linked melody structure and widely appealing vocal styles have all been deeply influenced by Confucian thought. However, the development of Diaoqu has gone through multiple periods, and under the impact of modernization, its inheritance and development face multiple challenges. Based on the dual dimensions of cultural genes and musical forms, this paper clarifies the developmental context of Diaoqu and analyzes the manifestation of Confucian thought in its qupai (melody card) structure, libretto texts, and performance practices. It thus puts forward innovative ideas for the contemporary inheritance of Diaoqu, proposing the integration of Confucian "music education" philosophy with modern music education to facilitate its modern transmission, achieve its living inheritance empowered by digital technology, and rediscover its value in cross-cultural dialogue.

이 연구는 산소아과 간호사의 문화적 역량이 임상수행능력에 미치는 영향을 확인하여 임상수행능력을 향상시키기 위한 기초자료를 수집하기 위해 시도되었다. 연구대상은 B광역시, C시, G시에 소재한 간호사 166 명이었으며, 일반적 특성, 문화적 역량, 임상수행능력을 설문조사하였다. SPSS 26.0 프로그램을 활용하여 기술통계, 독립표본 t검정, 일원분류 분 산분석, 피어슨 상관관계, 다중회귀로 분석하였다. 연구 결과 대상자의 문화적역량의 하위변수인 문화적 지식, 문화적 인식, 문화적 민감성, 문 화적 기술은 임상수행능력과 유의한 정(+)의 상관관계를 나타내었고, 임 상수행능력에 영향요인은 산부인과 관련 부서(β=-.16, p =.010), 문화적 인식(β=.20, p=.008), 문화적 기술(β=.42, p =.000)으로 나타났고, 총 38.1% 설명하는 것으로 나타났다. 따라서 산소아과 간호사의 임상수행능력을 향상시키기 위한 중재 프로그램 설계할 때 문화적 인식, 문화적 기술을 강화시킬 수 있는 방안을 모색하는 것이 필요하다.

Today’s society has become increasingly sensitive to humanity’s impact on the environment. Corporations are now measured by their scores pertaining to the environment, sustainability, and governance, or benchmarked for their level of corporate social responsibility. Another dimension of individuals’ environmental practices is purchasing merchandise such as clothing in the secondhand market. Consumers’ intention to buy in the secondhand market is rarely just related to economic concerns regarding such purchases, but rather to a deliberate nod to utilizing products fully rather than wasting them, therefore helping to reduce the negative environmental impact caused by human activities.

The purpose of this paper is to explore underlying antecedents for inconspicuous luxury motivations by developing and testing a conceptual model under the self-concept mechanism with the influence of cultural capital. A questionnaire-based survey is used to collect data, and structural equation modeling is applied to analyze the data. Although growing interests in academia focus on the relationship between cultural capital and inconspicuous luxury, quantitative studies are scant. This research contributes to the literature by empirically investigating the impact of cultural capital in the relationship within the construct of consumers’ self-concept and inconspicuous luxury motivations.

With the history of more than 2,200 years, Yibin is one of the national historical and cultural cities named by The State Council of China. As an important alcohol production base, Yibin city has a long history of alcohol brewing. Its brewing industry products are not only well-known in China, but also sold to various countries around the world. Yibin is currently responding to China's 14th Five-Year Plan, promoting urban construction with cultural construction and developing the alcohol industry ,and trying to build an ecological new area in the upper reaches of the Yangtze River to become an “economic sub-center” in Sichuan province. The construction of Yibin city and the development of alcohol industry are intertwined together, and the development process of alcohol industry has an important influence on the urban construction of Yibin, especially in the cultural city construction. In this study, we used literature analysis to investigate the influence of alcohol industry to the construction of Yibin cultural city. Based on the degree of correlation between development elements of Yibin cultural city and alcohol industry, we believe that the alcohol industry mainly has changed the appearance and layout of the cultural landscape, and influenced the urban surrounding construction and distribution structure. What’s more, alcohol industry has enriched the life of Yibin people, and made the urban culture more colorful. Last but not least, the alcohol industry also has provided Yibin with unique tourism cultural resources, which promotes the development of Yibin’s tourism culture.

본 연구는 노인의 창의적 특성과 문화 예술적 경험이 생활만족도에 미치는 영 향에서 성별 조절 효과를 살펴보기 위해 수도권에서 노인복지시설을 이용하는 노 인 365명을 SPSS 22.0으로 분석한 결과는 다음과 같다. 첫째, 개인 창의적 특성에서 유창성, 융통성, 개방성은 노인 생활만족도에 유의 미한 영향을 미치는 것으로 나타났다. 반면에 독창성과 도전성은 생활만족도에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 문화예술 경험에서 창작 경험 은 정적인 영향, 감상경험은 부적인 영향을 생활만족도에 미치는 것으로 나타났 다. 셋째, 개인 창의적 특성이 생활만족도에 미치는 영향에서 성별은 유의한 조절 효과가 나타났다. 넷째, 문화예술 경험이 생활만족도에 미치는 영향에서 성별은 유의한 조절 효과가 나타났다.

This study examined the factors influencing the purchase intention of meat substitutes. A survey was conducted on 589 consumers in Korea (297 people) and China (292 people). The perception of meat substitute foods was lower in Korean consumers than in Chinese consumers, but there was no significant difference. The purchase intention of meat substitute foods was lower in Korean consumers than in Chinese consumers (p<0.01). Korean consumers’ perception of meat substitute foods was higher in males than in females (p<0.01). The purchase intention of meat substitute foods also showed the same trend (p<0.001). Chinese consumers’ perception of meat substitute foods was higher in males than in females. The overall purchase intention of meat substitute foods was significantly higher in males than in females (p<0.05). The perception of meat substitute foods by Korean consumers’ was higher in their 40s and 50s than in their 20s and 30s. The purchase intention of meat substitute foods was also high in their 40s and 50s (p<0.01). On the other hand, the perception of meat substitute foods by Chinese consumers’ was higher in their 20s and 30s than in their 40s and 50s (p<0.01). The purchase intention of meat substitute foods also showed the same trend (p<0.01). Korean consumers’ perception of meat substitute foods had a significant positive effect on the purchase intention of meat substitutes (p<0.001). Chinese consumers’ perception of meat substitute foods also had a significant positive effect on the purchase intention of meat substitute foods (p<0.001). Overall, food technology neophobia has a significant negative effect on the purchase intention of meat substitutes (p<0.05).

본 연구목적은 문화산업 창업자의 능력이 창업의지에 미치는 영향을 연구하기 위한 것이다. 작자의 의도는 문화산업 창업자의 능력 발 전과 함께 창업의지를 높이는데 가치 있는 건의를 제공하고 있다. 본 연구는 중국 강서성의 문화산업계 창업자를 대상으로 설문조사 를 실시하여 얻은 결과로 창업자의 특성을 평가하였고, 주로 사용된 요소는 성취경향, 혁신경향, 진취경향, 모험적경향이다. 자기 효능감 의 구성 요소는 자기 효능감, 자아조절 효능, 임무 난이도 구별 능력 과 사회적 효능감이다. 분석방법은 주파수분석, 서술성 통계 분석, 신뢰성분석, 관련성분석과 다원성 귀납분석이다. 모든 통계 분석은 현저성수준 p<0.05에서 검증하고 SPS19 프로그램을 사용하여 분석 하였다. 본 논문의 연구결과는 다음과 같다. 첫째, 문화산업 창업자의 능력 이 자기효능감에 적극적인 영향을 미친다. 둘째, 문화산업 창업자의 능력이 창업의지에도 적극적인 영향을 미친다. 셋째, 문화산업 창업 자의 능력은 창업의지에도 적극적인 영향을 미친다. 연구결과의 기초 하에, 작자는 문화산업의 발전을 위하여 업계와 정부에 건의를 다음 과 같이 제출한다. 첫째, 문화산업계 창업자의 자기효능감을 높이기 위해서 모든 창업자들은 훈련을 통하여 자신의 특성을 개선해야 한 다. 자신감, 자아조절효능, 임무 난이도 분별능력과 사회자기효능감으 로 구성된 창업자의 능력 제고교육을 제정할 필요가 있다. 둘째, 일 련의 조치를 통하여 문화산업 창업자의 교육을 증가시켜 5가지 특성 의 경향을 높이여 자신의 창업의지를 높인다. 셋째, 각종 교육훈련과 문화산업정책을 통해 문화산업 창업자의 늘력을 제고시켜 높은 창업 의지의 유지를 보장한다.

The importance of eWOM (electronic word-of-mouth) communication through online communities is increasing on a daily basis. This study analyzed how the relationship between eWOM (electronic Word-Of-Mouth) factor and eWOM communication depends on the cultural orientation of users in the online community. The research model was developed based on four cultural orientations of individual affect Social tie and usefulness. The model consists of variables such as social tie and perceived usefulness as predecessors of eWOM, four dimensions of cultural orientation (Horizontal Individualism, Horizontal Collectivism, Vertical Individualism, Vertical Collectivism), and eWOM. The model was tested empirically using the PLS (partial least squares) structure equation model. Survey was conducted for online community users in South Korea. Data was statistically validated whether fits on research model. The study results reveal that Social Tie have a positive effect on Perceived Usefulness. Social Tie and Perceived Usefulness have a positive effect on eWOM. 3 of cultural orientations (HC, VI, VC) have a positive effect on Social Tie. Only one of cultural orientations (HC) have an negative effect on Perceived Usefulness. Especially, horizontal collectivism (HC) shows strong correlation with perceived usefulness, whereas vertical collectivism (VC) shows weak correlation with perceived usefulness andvertical individualism (VI) shows strongly correlation with social tie, whereas horizontal individualism (HI) shows weak correlation with social tie. Based on the study results, customized service strategy could be formulated according to the different vertical styles and various eWOM factors.

China is the world’s largest social network market in the world. The importance of tapping this massive market with rapid growth rate can’t be overstated. It has been widely acknowledged that culture is a significant variable in consumer attitudes and consumer behavior. Given that culture may influence individual’s interaction and consumption through social media, it is imperative to examine cultures’ influence in social media usage where much of the information is usually user generated. Traditionally, demographics like age, gender, education etc., are also considered as the key socioeconomic factors determining consumers’ media selection and buying decisions. To fill the research gap, this study is designed 1) to investigate the relationship between cultural dimensions and social media usages in China by introducing mediating factors of attitudes toward social media; 2) to investigate the role of individual characteristics (e.g., gender and living location) play on social networks usage in China. Pretest among small groups was first conducted for the purpose of scale validity evaluation. Later, a translation and back-translation method was employed to achieve the translation equivalence. A random stratified sample was obtained from an online panel in China in January 2018. A computer-assisted web interviews was conducted with adults age above 18. Total 600 usable samples were obtained in China in January 2018. The findings of this study evidenced the important role culture plays in defining the social context within which individuals behave. The result showed a strong positive relationship between power distance and negative attitude toward social media. This study also found a negative relationship between masculinity and using social media for direct purchase. The finding supports the fact that social networking, which has a strong focus on relationship building, is a relatively feminine value. Thus, the members of social networking, which espouses feminine values, demonstrate a more social orientation and expectation of shared values. Marketers need to ensure that they make their social media outlets user friendly and their spaces encourage communication and connectedness for their users.

This study explores the effect of ad variation effectiveness as a function of cultural differences, drawing from visual attention and encoding variability theory. Findings on HK and UK participants suggest that varying ad features may be most effective by changing those features that correspond to the intended consumer’s cognitive styles. Introduction Previous research suggests that showing varied ads can enhance brand recall, and result in more positive attitudes towards the brand (Unnava & Burnkrant, 1991). Following the encoding variability theory (Lee & Lee, 2016; Yaveroglu & Donthu, 2008), variations in encoded information improve recall because these variations provide additional memory representations for the target information, hence leading to more retrieval cues for the information to be recalled (Anderson & Bower, 1973). Transposed to an advertising context, each element of an ad (e.g., graphics, layout, backgrounds, products, brand logo, etc.) can serve as a retrieval cue for information recall. For instance, if a target product is embedded in two different backgrounds (e.g., a beer in a social event vs beach background), these two different contexts can serve as two different retrieval cues for the target product, compared to only one possible retrieval cue provided in same ad repetition. Since encoding variability theory relies on contextual changes and multiple memory paths to explain the ad variation effect, it may be affected by cultural difference (specifically, selective attention), which can act as a moderator of ad variation effectiveness. Western and East-Asian people have been found to have different visual attentional biases (e.g., Nisbett & Masuda, 2003), with Westerners being more attentive on focal objects (analytic perception) and Easterners focusing more on the whole picture (holistic perception). As such, the selective attention they paid towards the ad may enable them more susceptible to specific changes of an ad, thus increasing the available memory pathway towards brand information, i.e., brand recall. Brand attitudes are suggested to be formed through learning (e.g., Van Osselaer & Alba, 2000), i.e., consumers learn and process the information conveyed in an ad, which eventually affects their attitude towards a brand. This study therefore also tested the role of visual attention in moderating the effect of ad variation on brand attitude, since Eastern and Western customers learn differently due to their visual attentional styles. To examine the possible moderation of ad-variation effectiveness by visual attention in a cross-cultural context, this study exposed HK (Eastern) and UK (Western) participants with two different varied-ad executions, foreground-varied ads (ads that vary in focal object) and background-varied ads (ads that change in background features). Identical-ad execution was also included as a baseline. We hypothesized that, due to the difference in attentional bias in Eastern participants (holistic) and Western participants (analytic), different types of ad variations might results in different extents of effectiveness of the ad variation. Method A 2 (Culture: UK vs. HK) x3 (Ad type: identical vs. background-varied vs. foregroundvaried) between-subject factorial design experiment was used in this study. We used a fictitious Beer brand - Helga Brugge - for this study. In the identical-ad condition, the same target ad was repeated three times. We designed a target beer and two beer pints as foreground features and background features included a camping scene (in identical-ad condition), and a football stadium, camping scene and a social event scene (in background-varied condition). In foreground-varied condition, while keeping the background image constant (camping background), the foreground features differed, i.e., a bottle beer, a canned beer, and a bottle beer with two beer pins. See Figure 1 for the target ad stimuli. Participants were randomly assigned to one of the three ad type conditions and watched the 20 advertisement slides (3 target ads with 17 filler ads), each of which was presented singularly for 3 seconds. Filler ads were chosen from real ads that were not used anymore at the time of the study. They included various product categories other than beer such as toy, beverage, and cosmetics. After being exposed to the advertisement, participants were asked to answer a series of questions measuring a number of variables in the following order: ad recall and brand recall (Lee & Lee, 2016), brand attitude (MacKenzie, Lutz & Belch, 1986) and demographic information. Data was collecting online using Qualtrics. Both Chinese and English versions of instructions were back translated (Miracle and Bang, 2002). Results After excluding incomplete datasets and participants whose nationality was not British or Hong Kong, the final sample comprised 117 UK (78 female) and 108 HK (63 female) participants. Cross-cultural Cognitive Differences in Perception To confirm the underlying assumption that HK participants tend to have holistic visual perception and UK participants tend to have analytical visual perception, participants’ responses were coded to identify the type of foreground information (e.g., beers, pints, foams) and background information (e.g., sunset, camping). The coding processes were independently performed by two coders; Cohen’s κ analyses showed a moderate agreement (Sim & Wright, 2005) between the two coders' judgments on both foreground information (κ = .781, p < .001, 95% CI, .716 to .846) and background information (κ = .775, p < .001, 95% CI, .706 to .843). Two 2(Culture: UK vs. HK) x 3(Ad type: identical, background-varied and foregroundvaried) analysis of variance (ANOVA) were conducted. Results support our assumption: UK participants elicited more comments on foreground information (M= 1.56, SD= 1.20) than HK participants did (M= 1.05, SD= 1.03; F(1, 219)= 11.80, p= .001, =.051), and HK participants elicited more comments on background information (M= 1.69, SD= 1.19) than UK participants did (M= 1.09, SD= 1.03; F(1, 219)=16.22, p<.001, =.069). There was no statistically significant main effect on ad type or any statistically significant interaction effect. Brand Recall For UK participants, we hypothesized that their selective attention towards focal objects would enable them more susceptible to changes in the foreground-varied ad conditions, but not in the background-varied ad conditions. Chi-squared analyses revealed that UK participants’ brand recall scores in foreground-varied condition (M=89.2%) was significantly higher than those in both background-varied (M=53.7%): X^2 (1, N=78) = 11.80, p<.001, ϕ =.39, and identical conditions (M=43.6%): X^2 (1, N=76) = 17.5, p<.001, ϕ =.48. There was no difference in brand recall between identical and background-varied conditions. Conversely, we hypothesized that both background- and foreground-varied ads would be equally effective for HK participants due to their holistic attention towards both foreground and background objects. Multiple chi-squared tests revealed that, HK participants’ brand recall scores in both foreground-varied condition (M=59.5.%) and background-varied condition (M=58.3%) were significantly higher than that in the identical condition (M=34.3.%; foreground-varied vs. identical,X^2 (1, N=72) = 4.57, p=.032, ϕ =.25; background-varied vs. identical, X^2 (1, N=71) = 4.13, p= .042, ϕ =.24). The difference between the two varied ad conditions was not significant. Brand Attitudes We hypothesized that HK and UK participants’ brand attitudes also differ to different extents in the three conditions, following a similar pattern found in measuring brand recall. Consistent with this, independent-sample t-tests on UK participants revealed that the mean scores for brand attitude in both foreground-varied ads condition (M= 4.64) was higher than that in both identical ads condition (M= 3.71; t=-4.09, p<.001, d=0.94) and background-varied ads condition (M=3.98; t=3.49, p=.001, d=0.80). No significant difference was found between the identical-ad condition and background-varied condition. For HK participants, results of t-tests revealed that the mean scores for brand attitude in both foreground-varied condition (M= 4.18) and background-varied condition (M=4.33) were both significantly higher than that in identical ads condition (M= 3.53; foreground vs identical: t=-3.19, p=.002, d=0.51; background vs identical: t=4.87, p<.001, d=0.80). No significant difference was found between the two varied ads conditions. Discussion This research provides supporting evidence that visual attentional biases initiated by cultural differences can moderate the effectiveness of ad variation. Specifically, for UK participants, ad variation appeared to be effective only in foreground-varied ads. Conversely, both foreground-varied and background-varied ads were effective for HK participants. These findings have both theoretical and managerial implications. To the best of our knowledge, it is the first cross-cultural research in the domain of ad variation. It addresses a gap in the ad variation literature, by identifying the moderating effect that cultural differences can have on the ad variation effect. This opens up new research directions including considering other forms of cultural variations (e.g., language) and cognitive differences (e.g., reasoning styles) to better understand individual differences in the domain of ad-variation. This study also offers insights for international marketers looking at tailoring their advertising strategies for different target audiences to maximize ad- and cost-effectiveness. Besides varying features that correspond to the intended consumer’s cognitive styles, marketers could also consider priming consumers’ cognitive styles when determining advertising strategies, as previous research has shown that consumers’ cognitive styles are relatively malleabile (Lin & Han, 2009). For example, when executing foreground-varied ads, inserting them into an article that could induce an analytic cognition (e.g., bibliography programs about a successful life story of a person) would be an effective strategy. This study has two main limitations. First, it only included data from nationals of the United Kingdom and Hong Kong. Non-cognitive cultural differences such as language and geographical mobility can affect cognitive styles (e.g., Rhode & Voyer, 2015). Future research should replicate and expand findings by looking at more countries (e.g., US, South Korea), with increased level of control on relevant non-cognitive crosscultural factors. Second, this study only looked at one hedonic product category: beer. Future research can replicate and expand findings, by looking at different product categories (e.g., utilitarian products, such as toothbrushes).

E-commerce is a global phenomenon that reshapes retailing and the appropriate multinational corporations. The goal of this study is to get a better understanding of the relationship between online customer reviews (OCRs), sales and sales after returns in the cross-national and cross-cultural context. We discuss our hypotheses by empirically analyzing a large and unique data set from a European fashion e-commerce company. This study links a wide range of transaction data (0.8 billion page clicks, 17 thousand different products, 499 brands, 50 product categories, 22 million sold and 11 million returned items) from six different countries (Austria, France, Germany, Italy, Netherlands, Poland) with a large set of OCRs (0.7 million). Our results show that positive OCRs can lead to higher sales and sales after returns with considerable cross-country differences. We argue that differences in culture provide a substantial explanation for these effects by using Hofstede's cultural framework.

Urban regeneration has emerged as a new paradigm of urban development today. In this situation, awareness has increased that urban regeneration should be pursued in connection with culture and art (Evans, 2009). Urban transformation has continued through internal restructuring in an expanded or reduced scale by economic and social changes (Garcia, 2004). Initially, diverse public/private parties initiated urban image improvement and strong brand creation through leading developmental strategies in order to attract floating enterprises, residents and tourists. At this time, states built culture-centered urban regeneration strategies in relation to urban development and regeneration such as large-scale culture and art facility establishment or large event hosting (Couch, 1990). However, in the modern society, with the elevated awareness on environment, the focus has shifted from development towards service industry and tourist industry in urban. In this sense, cultural policies are deemed to be responsible for the expanded idea of urban development considering diverse aspects from physical and economic aspects, to social significance, sustainability and to culture and art (Bianchini & Parkinson, 1993; Garcia, 2004).

기존 심리학 연구에 의하면, 사람들이 본인과 유사한 대상에게 더 높은 수준의 도움을 제공하고자 하는 까닭은 본인과 유사한 내집단 구성원에게 더 높은 공감을 경험하기 때문이다. 본 연구는 이와 같은 도움의향에 있어서의 내집단 편향의 크기를 매개하는 공감의 효과를 세계시민주의 수준이 조절하는지를 검증하기 위하여 실시되었다. 본 연구에서 참가자들은 문화 유사성 수준이 각기 다른 국가 출신의 교환 학생들에 대한 설명을 읽고, 공감 수준과 도움의 향, 세계시민주의 성향을 측정하는 문항에 응답하였다. 연구 결과, 도움을 필요로 하는 대상과의 문화 유사성과 도움의향의 관계를 공감이 매개한다는 사실이 확인되었으며, 문화 유사성과 공감의 매개 모형에 있어서의 세계시민주의의 조절효과가 지지되었다. 구체적으로, 세계시민주의 의식이 낮은 사람 참가자들은 대상과의 문화 유사성이 높을 때 더 높은 공감 수준을 보였지만, 세계시민주의 의식이 높은 참가자들은 대상과의 문화 유사성이 높고 낮음과 관계없이 도움이 필요한 대상에게 유사한 수준의 공감 수준을 보여주는 것으로 나타났다.

Using an experimental design and controlling for sponsor-sponsee fit perceptions, it is investigated how an individual’s cultural interest impacts on a cultural sponsor’s reputation. Results display that cultural interest exerts a negative impact on the likeability dimension of a cultural sponsor’s reputation.