Since time immemorial company’s interaction with its customers plays a vital role in co-creation of values and shared lifestyle. Similarly, for Japanese department stores passing through the declining stage of the life cycle, strategy based on maintaining relationships is important for renovating their business models. This study examines the importance of “Retail Brand Community” for Japanese department stores, considering from the perspective of Brand community and Social Identity Theory.

The key objectives of the research is to examine the impacts of consumption community and underlying motivations for joining consumption communities in consuming masculine products among Korean female consumers. This study is the first to link a consumption community to social identity theory. To find an answer to our research questions, the study uses Korean Harley Davidson female riders who ride the American heavy motorcycle in a consumption community to answer the research questions. Harley Davidson is an icon of masculine products due to the size and the powerful engine of the motorcycle. A hermeneutic approach is adopted to understand Korean female consumers’ motivations in joining consumption communities and their perceptions about riding a Harley Davidson motorcycle. A hermeneutic method uses personal in-depth interviews to elicit the behaviors, values, and motivations that researchers are trying to understand (Kozinets, 2001; Thompson et al., 1994). The hermeneutic method is appropriate when researchers are attempting to understand motivations, values and beliefs deeply embedded in a person’s mind (Thompson et al., 1994).

The participants in this study recognized English as a global language and also felt obligation to make the Korean language and culture globalized in the future. Further empirical research into identity and EFL learning in Jeju will help to reveal how the increasingly important status of Korean and the Korean language might intertwine with the experience of Korean students who are learning English.

본 연구는 우리나라에 거주하고 있는 다문화 가정 아동을 대상으로 하여 학교 교육현장에서 활용할 수 있는 원예교육프로그램의 구안 및 아동의 자아정체감과 공동체의식에 미치는 영향을 알아보고자 하였다. 연구에서 사용한 교육 프로그램 및 관련 수업모형과 유형은 재량활동 및 특별활동 시간과 같은 교과과정 속에서 이루어졌으며 특히 인지적 수준이 낮은 다문화 아동의 이해수준을 높이고 수업을 보다 구조화하기 위해 수업모형을 아동의 학습 단계별로 사용하였다. 각각의 원예활동 프로그램을 프로젝트학습법, 협동학습법, 기능학습법, 창의적 문제해결학습법, 문제해결학습법으로 구성하여 아동에게 2011년 3월부터 10월까지 매주 1회 2시간씩 원예활동을 실시한 결과, 자아정체성과 공동체의식에 있어 유의한 차이를 나타내어 다문화 아동을 위한 원예교육 프로그램의 구조화 및 원예활동은 다문화 아동에게 효과적인 교육임을 알 수 있었다.