Corn silage is extensively utilized in ruminant feeding on a global scale, with substantial research efforts directed towards enhancing its nutritional worth and managing moisture content. The purpose of this study was to assess the impact of normal cutting height and elevated cutting height on whole-crop corn silage. Corn was harvested at heights of 15 cm and 45 cm above the ground, respectively, 45 days after heading. The harvested corn was cut into 2-3 cm lengths and packed into 20-liter plastic silos in triplicate. The results showed that dry matter (DM), crude protein (CP), water soluble carbohydrates (WSC), and in vitro dry matter digestibility (IVDMD) of C45 were significantly higher than those of the control, while the neutral detergent fiber (NDF) was significantly lower in C45 (p<0.05). The C15 had higher yields than C45 (p<0.05). There was no significant difference in the total digestible nutrients (TDN) yield of whole-crop corn silage. The increase in cutting height resulted in a larger change in moisture content and NDF per centimeter. After 60 days-ensiling, C45 showed significantly lower NH3-N concentrations. Moreover, C45 had significantly higher lactic acid concentration, lactic acid/acetic acid ratio, and lactic acid bacteria count compared to the control. Mold was not detected and the yeast count was less than 2 log10 cfu/g fresh matter in both control and C45. In summary, C45 improved the feeding value and fermentation quality of whole-crop corn silage at the expense of forage productivity.

본 연구의 목적은 오수견의 구전적 설화를 중심으로 돌비의 출토 및 현 오수면 원동공원과의 연계성을 통해 오수의 지명적 가치를 분석하는 것이 다. 아울러 오수면에 위치한 의견공원, 김개인 생가 등 풍수적인 물형가치 를 찾아 구전에 합당한 공간을 설정하고, 이 설정이 구전적 오수의견(義犬) 과 부합하는 지리적 형상을 이해하고자 하였다. 오수의견은 구전이나 나름 의 역사성을 갖추고 있는 문헌적 사료(史料)가 있으며 그와 관련하여 오늘 날까지도 이 지역주민들의 사랑을 받고 있는 공간이기도 하다. 그러므로 오수면의 의견스토리가 담긴 공간성은 반려견문화 세계화에 따라서 더욱 그 의미의 확장성을 보일 수 있다. 이러한 관점에서 오수면의 정체성과 지 명 그리고 전반적인 인문학적 연구가 더욱 필요할 것이다. 또한 의견의 구 전적 이야기와 합치하는 풍수적 의견물형(義犬物形)을 더하고 구전적 오수 견 이야기의 토대를 돌비출현과 연관 지어 스토리의 완성적 공간을 확장하 였다. 본 연구는 단순히 구전적 이야기로만 전해오던 인간과 반려견(의견) 과의 인격적 애정관계를 통해서 그들 간의 생명관을 고찰함과 동시에 오수 의견 이야기의 실제적 역사로서 그 가능성을 살펴보고자 하였다. 또한 오 수의견 이야기의 주 무대로 알려진 오수면의 지명적 정체성을 알아보고 그 의미를 바탕으로 오수의견과의 연결성 있는 스토리를 찾아보고자 하였다.

최근 수십 년 동안, 데이터는 기업 조직 경영의 핵심 요소로 부상하였다. 많은 조직들이 데이터를 활용 하여 전략적인 의사결정을 내리고 시장 변화에 적극적으로 대응하고 있다. 이러한 상황에서 본 연구는 데이터 기반 의사결정 조직 운영과 그에 영향을 미치는 요인을 살펴보고자 한다. 상시적 디지털 전환이 일어나고 있는 현대에 데이터 중심 의사결정은 조직의 성과 향상에 매우 중요한 역할을 한다. 그러나 데 이터 기반 의사결정 조직에 영향을 미치는 선행 요인과 실제로 기업 내에서 데이터 기반 의사결정이 어떻게 일어나는지에 대한 연구는 아직 많이 부족한 실정이다. 본 연구는 기업의 밸류체인 디지털화 정도가 데이터 기반 의사결정 조직 구축에 중요한 영향을 미칠 것임을 가설로 설정하고, 이를 국내 기업 임직원 1,059명을 대상으로 한 설문응답 데이터로 검증하였다. 또한, 본 연구는 데이터 분석 능력을 포함한 디지 털 역량을 갖춘 인재가 데이터 중심 의사결정 조직에 중요한 환경적 요건으로 작용할 수 있음을 고려하 여, 기업의 밸류체인 디지털화와 데이터 중심 의사결정 조직 구축 간의 관계에 디지털 인재 준비도가 미 치는 조절효과를 가설로 설정하고 통계적으로 검증하였다. 본 연구의 결과는 데이터 중심 의사결정 조직 형성과 운영에 대한 이해를 넓히고 기업 조직이 데이터를 효과적으로 활용하여 의사결정을 내리는 과정 에 대한 유용한 시사점을 제공할 수 있다. 실무적 측면에서는 기업들이 자신의 데이터 전략을 개발하고 구현하는 데 중요한 시사점을 제공할 수 있을 것으로 기대한다.

본 연구는 골프웨어 브랜드 전략의 기초자료를 제공하기 위해 골프웨어 브랜드의 소비가치가 태도 및 구매행동에 미치는 영향력을 검증하는데 목적이 있다. 따라서 대한민국 국민들 중 골프웨어를 구 매했던 경험이 있는 사람들을 표본으로 선정했으며, 496부의 자료를 최종분석에 도입했다. 본 연구의 자료 처리는 빈도분석과 탐색적 요인분석 및 내적일관성을 실시했다. 더불어 연구문제를 검증하기 위해 상관분 석과 단순 및 다중회귀분석을 실시했으며, 모든 자료처리는 SPSS(ver. 21.0) 프로그램을 활용했다. 본 연구 결과, 첫 번째로 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 태도에 유의한 영향이 있는 것으로 나타났다. 둘째, 골프웨어 브랜드의 태도가 구매행동에 유의한 영향을 미치는 것으로 나타났다. 셋 째, 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 구매행동에 유의한 영향이 있는 것으로 나타났다.

본 연구는 다문화청소년의 사회적 가치 인식이 자아존중감과 우울을 매개로 삶의 만족에 미치는 영향을 분석함으로써 다문화청소년의 삶의 만족도 제고 방안을 제안하고 사회적 소수 집단인 다문화청소년에 대한 사회적 포용성을 확대하는 계기를 마련하는 데 그 목적이 있다. 이를 위 해 한국청소년정책연구원의 ‘2020년도 다문화청소년패널조사(MAPS)’ 에 참여한 18세 이상 다문화 청소년 1,091명의 데이터를 활용하였으며 SPSS PROCESS macro를 이용하여 분석하였다. 주요 연구 결과는 다음과 같 다. 첫째, 사회적 가치 인식이 삶의 만족에 정적인 영향을 주었다. 둘째, 사회적 가치 인식은 자아존중감을 매개로 하여 삶의 만족도에 간접적인 영향을 주었다. 셋째, 사회적 가치 인식은 우울을 매개로 삶의 만족도에 간접적인 영향을 주었다. 이러한 연구 결과를 통해 다문화청소년의 삶의 만족도에 있어서 사회적 가치 인식의 중요성을 확인할 수 있었으며, 사 회 구조에 대한 인식이 개인의 정서와 심리에 영향을 줌으로써 궁극적으 로 삶의 만족도로 이어질 수 있다는 결론을 도출할 수 있었다. 마지막으 로 다문화청소년의 삶의 만족도를 높이기 위한 긍정적 사회적 가치 인식 제고 및 자존감 향상, 우울감 감소를 위한 방안을 제안하였다.

Zhuan Li Wan Xiang Ming Yi’s “Gujinzi” is a typical sample outside the region, and it stores a wealth of thematic corpus. This paper sorts out more than 300 groups of “Gujinzi”, and through the analysis and summary of the style of these materials, it is found that there are not only typical terms marked by the words “Gu” and “Jin”, but also terms such as “Tongshang.” “Shangwen” and “Mouzi” mixed with the typical terms. The collection and identification of its expression style is the premise for further research on the materials of “Gujinzi”, and as an exotic sample of the development of “Gujinzi”, the comparative research on Chinese “Gujinzi” can provide some circumstantial evidence for solving the long-debated problems in the academic history of “Gujinzi”; As an exotic eye, it also provides us with a new perspective to understand the connotation of the traditional term “Gujinzi” and the relationship between words.

K-콘텐츠의 성장을 단지 문화적 현상 및 경제적 효과라는 측면으로 국한할 수 있을까. K-콘텐츠에 대한 세계적 파급력은 분명 대외적 관 계 및 경제성과를 넘어 공동체에 특정한 영향력을 미치고 있다. 이에 본 논문에서는 대중문화 콘텐츠의 사회자본 가치에 관하여 고찰하였다. 본 논문에서는 대중문화 콘텐츠는 과연 사회자본 가치 형성에 기여하 고 있는 것인지에 관하여 분석하였다. 본고는 사회자본에 관한 이론적 고찰을 통해 대중문화 콘텐츠 중 방탄소년단(BTS)의 활동을 통해 사회 자본 가치를 신뢰, 규범 및 가치, 네트워크라는 3개 요소로 분석하였 다.

Previous studies offered inconsistent empirical results for the influence of customer participation on service satisfaction. One possible explanation for this inconsistency is that existing conceptualizations of customer participation do not clearly differentiate the distinct roles of customer participation in service. To address this gap, Dong and Sivakumar (2015) have proposed an updated classification for customer participation based on “output specificity,” which refers to the degree to that the nature of the output is influenced by the person who provides the resource. The output of the customer participation can either be “specific” or “generic”. The “specific output” is defined as the expected service outcome can be idiosyncratic depending on whether the service is provided by the customer or the employee. In contrast, “generic output” refers to expected service outcome is well defined regardless of whether it is delivered by the service provider or the customer. How output specificity of customer participation influences service satisfaction still lacks of empirical examination.

The research aims to estimate the role of SMAs implementation in impacting event image, commemorative product perceived value, and TBIs in the context of sports tourism events. Additionally, this study analyzes the effects of perceived value and event image on TBIs. This article focuses on the following research questions: (1) What is the SMAs' influence on TBIs? (2) What is the impact of SMAs on event image and commemorative product perceived value? (3) What is the role of event image and product perceived value in the relationships between SMAs and TBIs in the sports tourism context? The data collection was done during the Beijing Winter Olympic Games to address the research goals. The study examines the data from 315 valid questionnaires from tourists in the Chinese market by SEM (structural equation modeling).

This study investigated the impact of sustainable perceived value (SPV) on fashion consumers. The results revealed that SPV significantly affects customer satisfaction, loyalty, and the positive relationship between satisfaction and loyalty were confirmed, implicating SPV as a valid approach in measuring consumption value of sustainable fashion products.

The subscription model, prominent within the ‘subscription economy’ (SE), is now a popular form of business within many industries. In simple terms, a subscription model entails two parties (customers and firms) entering into an agreement whereby the patron commits to make regular payments to the supplier, who in exchange periodically delivers an agreed bundle of goods and/or services. Although mostly applied within Business-to-Consumer (B2C) markets (e.g. entertainment services, newspapers and media industry, software licences), the subscription model can be found in Business-to-Business (B2B) markets also (e.g. Rolls Royce ‘Power-by-the-hour model’). This unique form of commerce (i.e. committed repeat patronage) creates an alternative relationship between the buyer and seller to other more traditional forms of business.

Previous studies offered inconsistent empirical results for the influence of customer participation on service satisfaction. One possible explanation for this inconsistency is that existing conceptualizations of customer participation do not clearly differentiate the distinct roles of customer participation in service. To address this gap, Dong and Sivakumar (2015) have proposed an updated classification for customer participation based on “output specificity,” which refers to the degree to that the nature of the output is influenced by the person who provides the resource. The output of the customer participation can either be “specific” or “generic”. The “specific output” is defined as the expected service outcome can be idiosyncratic depending on whether the service is provided by the customer or the employee. In contrast, “generic output” refers to expected service outcome is well defined regardless of whether it is delivered by the service provider or the customer. How output specificity of customer participation influences service satisfaction still lacks of empirical examination.

This study investigates the role of consumers’ value orientations on their attitude towards assertive green advertisements. We find that biospheric value orientation improves attitudes towards assertive ads and hedonic value orientation positively affects consumers’ perceived threat to their freedom. Besides, the study supports the role of assertiveness in persuasive communication.

While social media marketing opens a variety of new windows for enlightening brand–customer relationships, a gritty puzzle is that brand recognition does not invariably echo with customers’ perceived value. This provokes the need to uncover the missing pieces in bridging the gap between brand recognition and customer perceived value. This research falls within the innovative new work in the marketing literature in positing co-creation as a crucial mediator in facilitating the impact of brand recognition on customers’ perceived value. Based on social identity theory, we also investigated how co-creation is moderated by virtual communication identification in influencing customers’ perceived value towards a brand. We conducted a survey via a sample of 386 current Gogoro customers. Gogoro is the biggest and most well-known Taiwanese producer of electric scooters. Our findings contribute to the extant marketing research by emphasizing that the key stimulus of increased customer perceived value towards a brand is active co-creation initiatives via virtual brand communities, and that the effects of co-creation are further strengthened when customers’ virtual communication identification is high.

NFTs are touted as revolutionary to market and monetize digital assets. However, critics have questioned NFT value, labeling it as fraudulent. Despite mixed reviews, various firms are leveraging NFTs as a value proposition for customers. In this study, using service-dominant (S-D) logic, we explore how NFTs can help firms in value co-creation and service exchange. We propose and test a conceptual framework using a multi-method approach -1) we investigate NFTs popularity using historical news articles spanning ten years, 2) we use a case study to examine business NFT use in value co-creation and service exchange, subsequently, proposing a conceptual framework illustrating such value exchange, 3) we test our conceptual framework by analyzing data from multiple sources, including surveys, online forums, social media, and transactions. Results from our study, provide business valuable insight into using NFTs as value co-creation and service exchange tool.

The purpose of this study is to clarify the concept of mindfulness and examine its effects on climate-friendly food perception and choice, thereby uncovering climate-friendly food by parsing out the different effects of mindfulness vs. mindlessness and exploring the key consumer outcomes. The value of this study lies in clarifying the role of climate-friendly food and mindfulness in perceived food value and food choice. This study provides a framework for examining the effects of climate-friendly food and mindfulness, thereby shedding light on climate-friendly food and discovering perceived climate-friendly food value and food choice as main outcomes. This study contributes to the literature on value by clarifying the concept of mindfulness and the relationships between perceived food value and food choice. The findings also offer practical implications for how marketing strategies for value work more effectively and cater to different types of mindfulness.

Coffee has become one of the most popular beverages since the 1960s. These days, coffee is more about pleasure, experience, success, lifestyle, high concentration, and social status. Bhumiratana et al. (2014) state that individuals consume coffee with the intention of eliciting positive high-energy emotions, which can help in reducing fatigue, increasing alertness, improving work performance, and promoting a focused mental state, such as feeling motivated, productive, in-control, or clear-minded. Aguirre (2016) and Bhumiratana et al. (2014) also suggest that people drink coffee to stay awake. As coffee has popularized, café has become important as a place for people meetings. However, customers may tend to evaluate coffee as a service product depending on what service encounter they faced. They might perceive the taste and quality of coffee differently by following their mindset and stereotypes about perfect coffee. Customers pay attention to many factors in consuming coffee depending on service encounters. They may pay less for coffee prepared by robots and evaluate coffee prepared by humans as more precious. Therefore, this study proposes a specific factor theoretical framework of customers’ mindset about coffee prepared by human baristas and robot-barista. The study aims to determine how customers evaluate coffee prepared by baristas and robot-barista. Specifically, to which characteristics they pay attention in barista or robot-barista cases. Then, the study examines relationship between expected and perceived coffee characteristics and intentions to revisit café. Finally, the study compares customers' expectations about coffee depending on contact (barista) or untact (robot-barista) service.

With the rise of social media platforms, influencer marketing has become an essential tool for marketers to promote their products and services. Value co-creation behavior of influencers involves collaborating with their followers and brands to create content that provides value to their audience. This approach can help to build stronger relationships with followers and drive engagement and sales for the brands they work with.

Despite being one of the world's largest coffee exporters, Indonesia's coffee output for the international market has recently been dropping. Smallholder coffee growers and their cooperatives faced production challenges due to a lack of market demand knowledge, financial assistance, cultivation and processing equipment, and business practice expertise, according to a case study investigation of these groups. The research then conducted a quantitative survey of 84 international customers from 29 countries and enhanced it by speaking with ambassadors of the Indonesia Trade Promotion Centre in nine different nations. These global players' insights produce helpful information, such as product details, pricing ranges, and quality standards. The results show that for smallholder farmers and cooperatives to fulfil the demands of the global market, relevant commercial actors must assist them. As a result, this study creates a model of the coffee value chain that demonstrates how market demand data motivates cooperatives and smallholder coffee farmers to increase coffee output in a diverse business environment. Marketing might contribute to smallholder farmers' and cooperatives' economic prosperity and well-being by using varied insights from foreign consumers.

An important segment, tourism e-commerce live streaming (TEcLS) has emerged as a new marketing channel actively embraced by destination marketing organizations (DMO) and tourist firms due to the COVID-19 pandemic. China, Japan, Australia, and many other nations have been selling such tourism products on various platforms. Live e-commerce generates a real-time interactive virtual environment that can be called a livescape. However, many tourism destinations or companies are unaware of the marketing science implications of live streaming and are unsure of their effectiveness or the intricacies of marketing live streaming. Previous research has explored the factors influencing consumer purchase behavior from the product, technology, and live-streamer perspectives, arguing that the advantages of breaking through time and space constraints, strong interactivity, the experience of reality, technological ease of use and usefulness, and celebrity aura encourage online purchases. However, limited investigation has been carried out on the impact of customers’ value-co-creation in livescape when watching tourism live streaming on their purchase intentions considering the key role of engagement. This calls for specific investigation of the phenomenon to facilitate live streaming design and tourism marketing. This study aims to explores the factors influencing consumer purchase intentions in the livescape based on a value co-creation research framework. Compared to traditional e-commerce, livescapes provides the “many-to-many” social presence and an immersive value co-creation platform. Thus, we focus on why and how social presence inspires customer engagement, ultimately leading to purchase intentions. This study finds that, as a crucial marketing tool, the social presence of tourism livescapes can promotes customer engagement, which in turn results in intentions to purchase tourism live-streaming products. Additionally, the mediating role of inspiration (inspired-by and inspired-to) between social presence and customer engagement is examined to reveal the influence mechanism in the tourism context. Finally, this study examines how to create an effective tourism livescape to enhance tourists social presence experience and inspire their engagement, which in turn increases their purchase intention.