This paper aims at analyzing, throughout an Italian and American cross-cultural study, one of the phenomena which is booming in the fashion luxury sector: the resale market. It is evident that Covid-19 has boosted a deep transformation, that the world of luxury was already going through: a) the increased relevance acquired by the experiential consumption; b) platforms that offer new forms of digitalized buying experiences; c) request for sustainability.

한국과 일본은 역사, 정치, 외교적 측면에 더해 경제적으로도 갈등이 심화되고 있다. 이러한 상황임에도 불구하고 한국에서는 일본인이 멤버 로 속해 있는 케이팝 아이돌 그룹들이 큰 인기를 끌고 있고, 일본에서는 한국 드라마와 케이팝이 다시 유행하고 있다. 이는 한일 정부 간의 관계 는 악화되어도 민간 차원에서의 교류는 지속되고 있다는 것을 의미한다. 그것이 바로 한류를 통한 교류이다. 2004년에 일본에서는 한국 드라마 겨울연가가 크게 흥행하며 한류붐이 일어났다. 이를 통해 한국에 대한 일본인들의 인식 개선에도 많은 영향을 미쳤다. 그렇다면 겨울연가의 흥 행으로 인해 시작된 일본내의 한류붐은 한국과 일본 간에 어떠한 문화적 상호작용을 촉진시켰고, 또 그것이 어떻게 일본의 젊은 세대를 중심으로 일어난 현재의 케이팝 열풍으로 이어졌는지에 대해 자세히 알아볼 필요 가 있다. 뿐만 아니라 한류를 통해 양국 간에는 어떠한 문화적 특징이 생겼는지에 대한 연구도 필요하다고 본다. 그리고 이러한 연구 과제를 수행하기 위해 본 연구에서는 문화간 커뮤니케이션의 측면에서 접근하고 있다. 따라서 본 연구는 다음과 같이 전개된다. 우선 문화간 커뮤니케이션 이론에 대한 고찰과 연구방법을 제시한다. 그 다음에 겨울연가로 시작된 일본의 초기 한류붐을 재조명한 후, 현재 일본의 케이팝 열풍에 대해 연구한다. 그리고 일련의 연구 과정을 통해 알 수 있었던 한일 양국 의 문화적 특징에 대해 비교 분석한다.

본 연구에서 생력화가 가능하면서 친환경적인 재배법을 개발하고자 병, 상자를 이용하여 표고의 배양특성 및 버섯 생산성을 확인하기 위해 수행되었다. 병과 봉지는 각 각 1.2 kg의 혼합배지를, 상자는 7 kg의 혼합배지를 넣어 표고 종균을 접종하여 배양한 결과, 20±1oC의 배양실에서 모든 처리구의 배지온도는 배양 14일째 최대치에 도달하다 그 이후 낮아지며 유지되는 경향이었다. 재배용기별 배양기간은 봉지와 병이 30일, 상자는 39일로 나타났고, 갈변기간은 상자가 42일로 병과 봉지가 각각 51일, 60일 보다 짧았다. 1주기 재배기간은 병이 89일, 상자가 90-97 일, 봉지가 99일로 나타났다. 재배용기별 버섯 발이수는 상자 27개, 봉지 7.7개, 병 2.3개 순으로 생산성에도 영향을 끼쳐 상자가 1,253kg, 봉지 199.7, 병 144.0g으로 나타 났다. 건조 배지중량 대비 신선버섯 발생비율은 상자가 39.4%, 봉지 35.8%, 병 26.4% 순으로 상자의 생물학적 효율이 가장 우수하였다. 따라서 상자재배는 갈변기간의 단축과 버섯 수량성에서 봉지재배에 비해 유리한 장점이 있어 친환경 생력화 재배법 개발 가능성을 보여주었다.

Western social media platforms like Facebook, YouTube, etc are banned in China. In their places, Weibo, WeChat, Youku and more are the main social media channels in China and thus the main battlefields of social marketing for brands entering China Market. WeChat is the largest social network in China, with over 900 million users daily, for nearly all types of services, including booking flights, restaurant table reservation, shopping, paying bills, etc. To cater the needs of the new generation of Chinese digital natives, a mobile app eM++ was developed that creates new customer services and enables tailored fashion marketing. This new mobile app eM++ works well in China, will this be also well received in other countries? This research investigates consumers’ perception of this new fashion e-tailoring e-shopping concept in UK. Will this type of e-tailored services be welcome in UK? Will consumers welcome this type of e-shopping service in UK? Or they prefer the traditional way of tailoring and shopping? Which social media platforms should be used for promotion? The sample population of this research covers both male and females from China and UK aged 18 years old or above with experience of searching and/or buying clothing items online. Convenient sampling and snow-balling sampling methods are used. In UK, recruitment of volunteers for this project will be via emails to colleagues and previous students, as well as via posters of recruiting volunteers for this project posted on campus. Details of the project and experiment will be included in both emails and posters. Volunteered participants are asked to answer a pre-experiment online questionnaire. Based on their answers, suitable participants will be invited to participate the experimental part (which is trying a fashion app and then answer the post-experiment questionnaire). Participants successfully completed the experiment and post-experiment questionnaire will be given their own body measurements with a 3D model in user’s customised shape, as well as a discount coupon for future use when the app is officially launched. This research will have mainly quantitative data analysis, SPSS will be used to analyse the data. There will have a few open-ended questions that qualitative data analysis method will be employed. This research will explore the feasibility of this service in UK and formulate a cross-cultural comparison between China and UK.

The personal luxury goods market in the Middle-East is the 10th largest in the world, right before Hong-Kong and Russia, which are both well-established markets for luxury products (D’Arpizio, Levato, Zito & Montgolfier, 2015). However, luxury consumer behavior consumption in the Middle-East and its influencing factors have largely been left unexplored. This paper builds on previous research among German luxury consumers and investigates the formation of brand love and its impact on willingness-to-pay among Arab luxury consumers. Compared with the German study, it is found that Arab luxury consumers show weaker brand love tendencies. In addition, materialistic characteristics and tendencies for conspicuous consumption among Arab consumers strongly influence brand love in the context of luxury fashion and accessories, which confirms previous findings. Results further document that for Arab luxury consumers neither conspicuous consumption tendencies nor brand love can be interpreted as a predictor for an increase in willingness to pay. Hence, for those consumers, long-lasting emotional consumer-brand relationships are not responsible for generating additional profits and do not explain why the willingness to pay for luxury goods was significantly higher among Arab consumers. Finally, results indicate that though some elements of luxury consumption are shared among German and Arab luxury consumers (e.g. fashion involvement, the evaluation of particular brands, gender and brand love tendencies) there are significant differences in terms of e.g. brand preferences, general willingness to pay for luxury fashion and accessories and willingness to pay for conspicuous luxury goods. This research provides insights into the formation of brand love among Arab luxury consumers and how it informs luxury consumption. Moreover, it sheds light on similarities and differences across the two samples and increases the understanding of luxury consumption in a broader geographic context.

유교 문화의 영향으로 한국과 중국은 다소 상이한 점도 있으나 비교적 유사한 사회적 규범과 문화를 공유하고 있다. 최근 두 나라의 도약적인 경제 발전과 다문화 사회로의 변화로 조직구성원의 가치나 규범 체제에도 문화적 변화를 겪고 있음에도 불구하고 두 문화 간 비교연구가 활발히 진행되고 있지 않은 실정 이다. 이에 본 연구는 복합적 문화 가치의 변화가 조직구성원의 태도와 행동에 미치는 영향을 조사함으로 써 이질성과 갈등을 초래할 수 있는 조직 문화적 이슈를 이해하고 심도 있는 한국과 중국의 비교연구를 위한 기초연구를 제공함에 그 목적이 있다. 조직구성원의 집단주의(collectivism), 권력거리(power distance), 불확실성 회피(uncertainty avoidance)와 같은 Hofstede 문화지수와 전통적 규범(tradtitionality)과 같은사회 규범을 이용하여, 조직구성원간의 관계성(LMX), 그들의 태도(정서적 몰입, 지속적 몰입)와 행동(직 무성과와 조직시민행동)에 미치는 문화적 가치와 규범의 영향력에 대해 조사하였다. 검증을 위해 417부(한국 211부, 중국 206부)의 설문을 수집하였다. 분석 결과에 따르면, 불확실성 회피 와 전통적 규범은 정서적 조직몰입과 LMX에 정적 영향을 주었는데 이는 중국에 비해 한국 근로자에게 더 큰 의미있는 영향력이 있었다. 반면 권력거리와 지속적 조직몰입은 양국에서 강한 상관관계를 보이며 한국과 중국 근로자 모두에게서 정적 영향관계가 있음을 확인하였다. 불확실성을 회피하고자 하는 양국 근로자의 성향은 그들의 직무성과에 정적 영향을 주고 있었으며, 집단주의 성향은 중국 근로자들의 직무 성과에는 부적 영향을 주고 있음을 확인하였다. 반면 권력거리에 대한 수용 성향은 한국 근로자의 직무성 과에 부적 영향을 주고 있었다. 마지막으로 양국 근로자의 조직시민행동은 불확실성 회피 성향에 의해 정적 영향을 받고 있음을 확인하였다. 연구결과를 바탕으로 시사점과 연구의 한계점 및 향후 연구방향이 논의 되었다.

This study was conducted to investigate the eating habits and food preferences of elementary school children belong to multi-cultural families and ordinary families. The data were obtained by interview based on questionnaire from November to December in 2012. The subjects of multi-cultural families and ordinary families were 99 and 376 children, respectively. In comparison with eating habits, the ordinary children showed higher scoring in the items of eating proteins, green and yellow vegetables, and fruits or fruit juice than those of multi-cultural children. The ordinary children ate less midnight-meals than those of multi-cultural children (p<0.05). Furthermore, the ordinary children ate kimchi more frequently than the multi-cultural children. It was significantly different (p<0.05) on the items of ‘eating-out types’ dietary habits between two groups. Education of mothers correlated with the ordinary children’s eating habits more than multi-cultural families. In the investigation of the food preference to Korean foods, ‘beef and radish soup’, ‘pumpkin porridge’, and ‘wheat flakes noodles’ were more preferred by children of ordinary families than by those of multi-cultural families (p<0.05). To conclude, nutritional education for their parents should be done and maintained to keep a right eating habit of children of multi-cultural families even at home.

Generation X and baby boomers represent a significant group that are willing to spend. According to the American Express Open Forum (2013), baby boomers in America between the age 49 and 65 are more in favor of spending than any other consumer group. The Hyundai Research Institute (2015) stated that the market size for baby boomers will increase over 18% annually in Korea. Equally important is generation X, because this group is also reaching a high-earning stage of their lives (Luxury Daily, 2011). Further, they are predicted to take the place of baby boomers as a cash cow for marketers (American Express Open Forum, 2014).This lucrative demographic of baby boomers and generation X is a potential gold mine. Despite the fact that these groups are showing such interest in spending, brands and retailers are not giving them the same amount of attention. While more middle-aged women want to dress more youthfully, retailers and brands are not evolving their products at the same pace (USA Today, 2008). They are finding it difficult to find a solution to meet the needs of this aging but youthful group (USA Today, 2008). Brands such as Chico’s and Ann Taylor are not providing the styles that the women want, so boomers turn to younger brands such as Abercrombie & Fitch, H&M, and Forever 21 (Forbes, 2008). But the younger brands are not satiating their needs, either (Forbes, 2008). While the boomers and generation X are harnessing fashion economic control, the players in the market are lagging behind. To understand what the market must do to meet the apparel needs of baby boomers and generation X, it is pivotal to delve into how they feel about their age and how it affects the factors that influence their purchasing. According to Schiffman and Sherman (1991), aging is more of a state of mind than a physical state. Understanding older consumers through cognitive age (self-perceived age) has been done by many researchers (Sudbury & Simcock, 2009; Szmigin & Carrigan, 2012). Cognitive age indicates how older people view themselves in the context of aging. Barak and Schiffman (1981) stated that elderly respondents identified themselves as a younger age group when they were asked about their age-related feelings and actions. Equally important is understanding how cognitive age affects the physical self, which in this study, is body cathexis. Body cathexis, according to Labat and DeLong (1990), is “the evaluative dimension of body image and is defined as a positive and negative feeling towards one’s body.” While women may feel younger than they actually are, the body is inevitably aging. As Jang and Yoo (2011) reported after studying Korean women in their 40s and 50s, the correlation between cognitive ages and ideal body images were significant, and the younger they feel, the younger body images they desired. In addition, the physical self highly influences a person’s choice of clothing and how they perceive clothing in general (Kwon & Parham, 1994). When clothing is used in a positive manner, it can boost one’s self-confidence (Alexander, Connell, & Presly, 2005). It is also thought to be an extension of the physical self (Horn & Gurel, 1981). By understanding what middle-aged women seek when buying clothes, we can assume how satisfied they are about their body. Thus, the clothing benefits items and purchasing behavior of middle-aged women would most likely reflect the function of their clothing and how they perceive themselves.

Background & Research Objectives The ever-changing nature of fashion and multicultural consumption motives shape and challenge the contemporary global fashion world. To some extent, it has been experienced that individuals across countries engage in similar fashion movements simultaneously. Therefore, it may be assumed that there partially exists a homogenized, transnational global consumer segment when it comes to the purchase of clothing items. Nevertheless, on the other hand, there still remain several divergences in the consumption behavior of fashion products around diverse parts of the world (Yurchisin & Johnson, 2010). It is universally agreed that consumers engage in shopping with specific decision-making modes and styles which make the search for a common instrument that is able to describe the purchase orientation of fashion consumers across cultures quite problematic and challenging. Indeed, according to the buyer´s cultural backgrounds, fashion consumption motives and the benefits searched for when buying an apparel product could be very different (Tahmid, 2012).Today´s fashion consumer is characterized by a continuously evolving set of complex wants and needs that can be satisfied by a wide variety of competing alternatives (Pandey & Dixit, 2011). The different aspirations and motivations which consumers express are generally shaped by various shopping outcomes which they are prone to achieve (Yurchisin & Johnson, 2010).Motivation is described as an internal state that activates goal-oriented behaviour. It refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. The need creates a state of tension that drives the consumer to attempt to reduce or eliminate it. This need may be utilitarian (i.e., a desire to achieve some functional or practical benefit) or it may be hedonic (i.e., an experiential need, involving emotional responses or fantasies). Marketers try to create products and services to provide the desired benefits and help the consumer to diminish this tension (Solomon, 2013).It is advocated that fashion consumption is made up of two major categories of drivers, namely social consumption motives and individual consumption motives which both represent psychological determinants. Those psychological factors influencing apparel purchase behavior can be separated into rational, emotional (perceptional) and patronage motives (Diamond, 2005). Rational motives replicate a pragmatic orientation, such as quality- or price consciousness in purchase behavior. In contrast, emotional drivers include, amongst others, motivations linked to physical vanity and fashion consciousness, adventure-, gratification- and pleasure seeking, materialism, status and conspicuousness, impulsive and compulsive consumption. Patronage motives, on the other hand, reflect habitual buying and for instance are connected to brand-consciousness and store loyalty (Diamond, 2005). By profiling international apparel consumers based on their individual decision-making styles and modes, more meaningful ways to identify and understand different cross-cultural customer segments are offered. As a result, fashion industries are able to target each customer segment with more focused marketing-strategies, based on their motives and aimed-for benefits linked to purchasing clothing products.This topic raises a number of important questions for researchers and practitioners. To the authors´ knowledge no empirical contributions to compare and contrast prevalent motives of apparel consumption in Western nations exist. Hence, in order to fill this research gap and broaden this important research area, this explorative study focuses on the identification and discussion of similarities and differences in buying characteristics between the USA, France, Germany and Austria by analyzing valuable motives that have not yet been empirically examined in a cross-cultural fashion context. Methodology Starting with a review of existing literature regarding generic consumer decision making motives, like e.g. Sproles & Kendall (1986), Mokhlis (2009) and Hiu, Siu, Wang & Chang (2001), an initial classification into rational, emotional and patronage motiveswas undertaken for the field of fashion, which later on was expanded using the results of a qualitative pre-study conducted with 50 interviewees in New York to gain first insights as a basis for the proximate, main empirical research. In compliance with triangulation theory in social science (see e.g. Cohen & Manion, 2000), which advocates data collection from manifold sources, a combination of quantitative and qualitative research was carried out in the core study, consisting of expert interviews and an online consumer survey. Due to a lack of existing literature foundation, the main research is explorative and not based on specific hypotheses. In the first section, a qualitative analysis of the mentioned motives was done using NVivo on the grounds of 16 expert interviews with fashion marketing communication and design experts in the four research countries. The second part of the empirical study was conducted via a quantitative consumer survey, to enable a Web based questioning through Lime Survey. To minimize possible language barriers, the questionnaire was delineated in three languages, translated from English into French and German by bilingual professionals in order to ensure best possible quality, precision, accuracy, reliability and validity of the empirical study. For this specific type of quantitative research, a stratified random sampling procedure was applied. Altogether, 693 individuals (482 female and 211 male subjects) participated in the online survey, 174 in USA, Germany and Austria respectively, and 171 in France. The total non-student sample included participants with a mean age of 28.4 years. Subjects were asked to evaluate 22 rational, emotional and patronage motives derived from literature and the pretest on a 7 point Likert scale. Cross-cultural similarities and differences were revealed throughout the examination process. An analysis of variance (one-way ANOVA) on the mean values and a subsequent Post-Hoc Tukey Test disclosed significant variations between the four nations for 15 out of the 22 tested motivational determinants influencing fashion consumption behavior. In a first step, the authors refrained from using a factor analysis, in order to retain more detailed information. Findings demonstrate that American consumers pay the most attention towards price-value relations and cheap deals, compared to the remaining countries. They additionally consider quality attributes the least when deciding upon which fashion products to buy. In contrast to the other nations, American consumers are most pragmatically oriented when deciding upon which apparel items to purchase. Furthermore, they engage the least in spontaneous clothes shopping in the spur of the moment. An investigation of the preferred brand segments per country supported these outputs by highlighting the statistic that American consumers buy significantly less apparel from the upper-middle price segment than Austrian, German or French consumers. Accordingly, in comparison to the other nations, American consumers purchase the most value/discount fashion. Moreover, outcomes illustrate that French consumers have a higher tendency of buying garments from the same stores and boutiques than Austrian and German consumers. Correspondingly, Austrian and German consumers feel significantly less confused by over-choice of apparel offerings than French consumers. To that effect, in terms of country of origin being a characteristic that impacts fashion consumption, findings prove that French consumers value national heritage of clothing more than Austrian and German consumers. Indeed, they tend to also pay more attention to buying apparel that originates from the home country. Outcomes further pinpoint that compared to Austrian and German consumers, Americans and French utilize fashion significantly more to make a positive impression on others, feel socially belonging and accepted as well as to be part of a reference group. In contrast to Austrians and Germans, Americans are more likely to adjust their wardrobe to the specific expectations and norms of their working environments. In addition, results indicate that French consumers devote more consideration towards dressing in accordance to their job conventions than Austrian and German consumers. Interestingly, Austrian and German consumers value physical vanity significantly more than American and French consumers. French consumers, however, employ fashion the most as a means of boosting satisfaction with one´s self-image, compared to the other research nations. Detailed results of the empirical study will be thoroughly discussed in the presentation in order to explicitly highlight specific common and divergent archetypes and patterns between the research countries. Additionally, final key outcomes, in-depth implications as well as limitations and directions for future research will be addressed in the conference.

The world has changed dramatically, and the concern with regard to environmental and social impacts of economic activity have become hot issues that have been extensively discussed. Many marketers are applying sustainability as the part of their CSR and consumers are becoming more involved in ethical value of sustainable issues. However, yet, most people still perceive sustainable products as “alternatives” due to various reasons like price, design or simply unfamiliarity with the brand (Niinimaki, 2010). In a current situation where more and more brands are coming to the market offering the variety of choice of sustainable product, brand popularity can be a signal, or cue that help consumers to decide those of unfamiliar sustainable brand because brand popularity can influence the evaluation and decision in the sense that consumers perceive popular brand not only as trustworthy, but also superior to others (Dean, 1999).In terms of brand popularity, “popular” brands tend to acquire more favorable evaluations and larger user shares with, rather than without the popularity component. However, with such characteristics, brand popularity concept can be used within a cue utilization theory, which suggests that products consist of an array of cues (extrinsic and intrinsic) that serves as indicators of quality for consumers when they make decisions related to the product (Olsen, 1972), delivering brand popularity by extrinsic cue through advertising. In addition, the signaling theory suggests that when brand is ranked as popular, consumers assume there are trust and confidence behind the brand, which reduce their level of uncertainty (Dean, 1999). As such, while it has been argued that this cue could be useful as it provides a certain value to consumers and influence their opinion about the brand and, consequently, purchase decision, up to now, there are little studies that use the brand popularity concept as extrinsic cue.Along with the issue of brand popularity, although different consumers around the world make their decisions based on their own mental or physiological orientation, and the difference among consumer behavior has been widely studied and reported, yet, most of sustainable marketing campaigns are made in the similar fashion, without adapting them to specific traits of consumers in different countries. However, in order for sustainable The world has changed dramatically, and the concern with regard to environmental and social impacts of economic activity have become hot issues that have been extensively discussed. Many marketers are applying sustainability as the part of their CSR and consumers are becoming more involved in ethical value of sustainable issues. However, yet, most people still perceive sustainable products as “alternatives” due to various reasons like price, design or simply unfamiliarity with the brand (Niinimaki, 2010). In a current situation where more and more brands are coming to the market offering the variety of choice of sustainable product, brand popularity can be a signal, or cue that help consumers to decide those of unfamiliar sustainable brand because brand popularity can influence the evaluation and decision in the sense that consumers perceive popular brand not only as trustworthy, but also superior to others (Dean, 1999). In terms of brand popularity, “popular” brands tend to acquire more favorable evaluations and larger user shares with, rather than without the popularity component. However, with such characteristics, brand popularity concept can be used within a cue utilization theory, which suggests that products consist of an array of cues (extrinsic and intrinsic) that serves as indicators of quality for consumers when they make decisions related to the product (Olsen, 1972), delivering brand popularity by extrinsic cue through advertising. In addition, the signaling theory suggests that when brand is ranked as popular, consumers assume there are trust and confidence behind the brand, which reduce their level of uncertainty (Dean, 1999). As such, while it has been argued that this cue could be useful as it provides a certain value to consumers and influence their opinion about the brand and, consequently, purchase decision, up to now, there are little studies that use the brand popularity concept as extrinsic cue. Along with the issue of brand popularity, although different consumers around the world make their decisions based on their own mental or physiological orientation, and the difference among consumer behavior has been widely studied and reported, yet, most of sustainable marketing campaigns are made in the similar fashion, without adapting them to specific traits of consumers in different countries. However, in order for sustainable brand to become main stream it is important to understand how the traits of consumers from other countries differ. Thus, it is important to understand the cultural difference in terms of marketing.Therefore, this study adapts brand popularity concept as an extrinsic cue that serves as a certain indicator for consumers (Dean, 1999) and consumer decision making styles as mental characteristics for shopping orientation (Sproles & Kendall, 1986) in order to see cross-cultural difference in consumers’ perception of sustainability brand among 3 countries: Korea, China and Russia. Choice of countries is not only resulting from the difference in behavior and attitudes towards sustainable consumption of Greendex (National Geographic & Globescan, 2013), but also, the difference among countries even when belonging as a part of Asia. Thus this study investigates overall consumers’ decision making style among three countries of South Korea, China, and Russia to find the effect of brand popularity on brand evaluation. Additionally, the moderating effect of fashion leadership and sustainability involvement was preceded. From this, it aims to provide implication for positioning and marketing sustainable brand in accordance to the difference consumer segmentation. A study was designed to determine which dimensions of consumer style inventory of country are most frequently associated in accordance to countries and whether brand popularity had affect on purchase intention of sustainable brand. The hypotheses were tested with a data set developed form field survey. The study was conducted cross-nationally in Korea, China, and Russia using online and offline survey. The survey questionnaire reflected a quasi-experimental design. The between-subjects design employed consisted of two between-subject factors of brand popularity and consumer decision-making style. The factor brand popularity had two levels: one provided with a brand popularity ranking as an extrinsic cue and one without. The resultant questionnaire was pretest by natives before distributing. No discrepancies among the surveys were reported. The consumer decision making style had three levels of Korea, China, and Russia. The questionnaire was pretest by 30 fashion marketing researchers before distributing. Of the 376 samples collected, 6 were returned incomplete. An additional 18 samples were deleted for further analysis as the answers were unusable. In total 352 samples – 113, 121 and 118 samples from Korea, China and Russia respectively – were subjected for final analysis.A one-way MANOVA revealed a significant multivariate main effect for consumer decision making style of the nation (Pillai’s trace = .23, F (10, 676) = 9, p <. 000). Given the significance of the overall test, the univariate main effects were examined. Significant univariate main effects for consumer decision making style of nation were obtained for quality (F = 6.95, p <.01), for uniqueness (F =7.54 , p <.01), for favorability (F =6.94 , p <.01), and for purchase intension (F =4.33 , p <.05). Significant nation pairwise differences were obtained in popularity among Korea, China, and Russia. In case of Korea, the effect of brand popularity yielded significantly higher mean score when it was presented. However, for China, the effect of brand popularity was significant as well (Pillai’s trace = .10, F (5, 114) = 2.45, p <. 05). Meanwhile, the outcome of Russia had different aspect to the prior two countries with no significant difference at all. The t-test provides evidence to support the claim that the effect of brand popularity differs according to the consumer decision making style of nations. Participants were placed into "high" or "low" fashion leader groups on the basis of previously obtained attitude. The group was divided according to the mean value (X = 2.98). Significant nation pairwise differences were obtained in fashion leadership among Korea, China, and Russia. In case of Korea, the effect of fashion leadership was not shown significant. However for China, the effect of fashion leadership was significant (Pillai’s trace = .31, F (5, 114) = 10.27, p <. 001). Russia also had dramatic effect of fashion leadership (Pillai’s trace = .12, F (5, 110) = 3.03). Significant nation pairwise differences were obtained in sustainability involvement among Korea, China, and Russia. The significant dependent variables appear differed by nations. In case of Korea, the effect of sustainability involvement was significant (Pillai’s trace = .17, F (5, 105) = 4.33, p <. 01). Similarly, the effect of sustainability involvement in China was significant (Pillai’s trace = .20, F (5, 114) = 5.82, p <. 001). The result of Russian was not significant. This study examines the overall effect of brand popularity and consumer decision making styles among three countries: South Korea, China, and Russia on customer evaluation of sustainable brand with the moderate role of fashion leadership and sustainability involvement. This study found that the effect of brand popularity differs according to the consumer decision making style of nations, fashion leadership, and sustainability involvement. Thus, consumer culture should be considered when applying such communication strategy. The result revealed that first hypothesis that brand popularity will affect consumer evaluation on the sustainable brand was denied. This can be explained due to the experimental condition of this study where it applied a virtual brand and the virtual institutions for evaluation. However, in more specific, this can be described as due to the cross national method of this study. The previous studies only focus on proceeding study in one country (Kim & Chung,1997; Rao & Monroe, 1988). It was found that Koreans tend to be more recreational, impulsive, confused by overchoice, brand conscious, and habitual whereas China brand conscious, impulsive, and less confused by overchoice. Russia was scored significantly low on all above mentioned criteria. The moderating effect of consumer decision making style of nation was investigated. The result indicated significant difference of consumer decision making style of nation. Whereas Korean had positive effect of brand popularity on brand evaluation when presented, China showed negative influence, and Russia had no significant impact. This can be due to the Korean consumers’ tendency to value trust and reputation. Individual Korean consumers tend to buy products of large we The third hypothesis of fashion leadership negatively affecting the effect of brand popularity was also partially supported. The significant dependent variables appear differed by nations. In case of Korea, the effect of fashion leadership did not shown significant, yet China and Russia did. However, while China had positive effect of brand popularity, especially to those with high fashion leadership, Russia had negative effect of brand popularity. The difference on consumer decision making style in between high and low fashion leadership groups was investigated. For Korea, involved subjects were significantly more novelty conscious, hedonic shopper, habitual. In case of China, involved subjects were significantly more perfectionism, brand conscious, novelty conscious, impulsive, confused by overchoice, and habitual Lastly, for Russia, involved subjects were significantly less brand conscious novelty conscious, hedonic, impulsive, and habitual. The result of Korea can be inferred as the high trend sensitivity of Koreans. With less difference in consumer decision making style in between high fashion leaders and low fashion leaders, compared to the other two countries, the effect may have not been clearly shown. The result of China and Russia can be interpreted as that the Chinese fashion leaders being more brand conscious caused higher result when the brand popularity was provided. Yet, in Russian fashion leaders who are less brand conscious and less impulsive may have affected the rigid attitude towards the well-known sustainable brand. Lastly, the effect of sustainability involvement was examined. In case of Korea, the effect of sustainability involvement was significant. Similarly, the effect of sustainability involvement in China was significant. The result of Russian was not significant. "high" and "low" fashion leadership groups differed in their decision making style by nation. For Korea, involved subjects were significantly more novelty conscious, hedonic shopper, and more habitual. In case of China, involved subjects were significantly more perfectionist, brand conscious, novelty conscious, hedonic, impulsive, confused by overchoice, and habitual. Lastly, for Russia, involved subjects were significantly more perfectionist. The difference of the result can be explained through the distinctive culture of each country along with the result of the consumer decision making style of the highly involved groups from each country. Koreans, as mentioned above, the effect popularity cue works stronger than other countries. The tendency of preferring products with powerful brand name would have affected the result as expected. However in case of China, along with that Chinese having suspicious perception on institutional documents, significantly being brand apathy may also explain the result. In addition, Russia overall had a high score of sustainability, which can relate to the fact that although slight decrease in its Greendex recently, it has been ranked for several years now, the sustainability value itself may have worked as a intrinsic value of the brand rather than brand popularity cue.ll-known companies rather than small and unfamiliar ones (Kim & Zhang, 2009). The result of China can be explained with Chinese consumers’ characteristics of having suspicious perception on transparency of the enterprise information (Brandvista, 2013). Especially distrust on official data or the governmental exists. With Russians result, this finding are supported by several previous research that suggests that new brands coming to Russian market at the very high speed and disappears quickly due to complexity of the market, thus consumers don’t have time to strongly attach to one brand (Peskova, 2007).

표고 봉지재배시 적정한 영양원을 선발하기 위하여 참나무톱밥과 혼합하여 실험한 결과 T5의 pH는 4.7로서 T1(대조구)과 대등하였다. 균사 생장량은 T5에서 배양 35일경에 모두 생장하였으며, 대조와 비슷한 경향을 나타내었다. 혼합배지에 따른 배양특성은 T5가 배양일수 87일로 T1(대조)과 대등하였으며, T1, T2 및 T5의 갈변정도가 다른 처리구에 비해 우수하였고, 배양율도 100%이었다. 혼합배지에 따른 재배기간을 조사한 결과 초발이 소요일수, 생육기간, 재배일수 모두 T5처리구가 T1(대조)과 대등하였다. 혼합배지에 따른 수확주기별 수량 및 상품화율은 T5에서 수량이 348g/kg으로 T1(대조구)에 비해 높았으며, 생물학적 효율은 34%로 다른 처리구들에 비해 가장 높았다.

이 연구는 한국, 중국, 일본, 네덜란드의 개인주의를 비교하여 그 차이와 원인을 고찰하고, 개인주의에 미치는 국가, 성별, 연령 등의 영향 내용을 파악하는 것을 목적으로 하여, 한국 267명, 중국 271명, 일본 251명, 네덜란드 262명의 데이터를 통계분석하고 그 의미를 고찰한 연구이다. 요인분석 결과, 개인주의를 구성하는 하위개념들로 볼 수 있는 4가지 요인들('독자행동', '익과 의사결정', '타인 무관심', '자신의 의지')을 추출하였고, 이들 요인들이 특정 국가와 긴밀히 연관되어 있다는 점을 발견하였다. 이어 국가별 비교를 통해, '네덜란드,일본〉중국》한국'의 순으로 개인주의 성향이 강하다는 것을 확인하였다. 네덜란드는 여러 문항에 걸쳐 개인주의 성향이 가장 강하게 나타났으나 타인무관심 관련 문항에서는 낮은 수치를 보인 반면, 일본은 타인무관심 관련 문항에서 가장 높은 개인주의 성향을 보였다. 한국은 가장 집단주의적인 것으로 나타났다. 성별에 있어서는 여성보다 남성이 개인주의성향이 강하였다. 연령에 있어서는 20대가 다른 연령대에 비해 집단주의 성향이 가장 강한 것으로 나타났다. 21개 문항 중 유의차를 보인 문항수는 국가별 비교에서는 21개 문항 모두, 성별은 6개 문항, 연령은 7개 문항으로 나타나, 국가가 개인주의 구분의 가장 유용한 변인임을 확인하였다.

한 시대나 사회의 얼굴매력에 대한 관점을 영화배우 등 인기연예인의 얼굴분석을 통해 알 수 있다는 가정 하에 물리적 특징에 기반 한 한국 및 외국 연예인 얼굴 의 교차 문화적 특징 및 추세를 알아보았다. 얼굴인상감성모형을 이용하여 각 연예인얼굴의 물리적 특징을 측정하고 얼굴유형을 분류하였다. 분석대상은 한국의 여자연예인 47명, 남자연예인 47명, 외국 여자연예인 116명과 남자연예인 87명으로 총 297명이었다. 교차문화적인 분석에서 나타난 한국과 외국의 남녀 연예인 얼굴의 공통적인 특징은 날카로운 인상이었다.

본 연구의 목적은 다른문화권 간에 경관이 지닌 전형성과 그 경관에 대한 시각적 선호성의 관계를 확인하고, 여기에 지역간 혹은 문화간 차이가 존재하는 지를 비교해 보는데 있다. 영국과 한국의 전형적 자연경관을 선별하기 위하여 영국의 케이른고럼스 국립공원과 한국의 지리산 국립공원의 사진이 이용되었다. 이에 대한 자연경관 선호를 측정하기 위하여 케이른고럼스 국립공원 및 지리산 국립공원 방문자에 대한 사진설문 조사가 실행되었다. 연구의 결과, 두 집단 모두 연령과 방문횟수가 유의한 관계가 있는 것으로 나타났으며, 케이른고럼스 국립공원 응답자의 경우 지리산 국립공원 응답자에 비하여 방문 빈도가 높은 것으로 나타났다. 전형성과 선호성의 관계에 있어서는, 지리산 자연경관의 전형성이 높은 경우에 이에 대한 시각적 선호성도 높게 나타났으나, 반면에 케이른고럼스 경관의 전형성이 높은 경우에는 시각적 선호성이 오히려 낮게 나타났다. 즉, 자연경관의 전형성과 시각적 선호성 사이에는 유의한 관계가 성립하지만, 문화집단간 그 정도의 방향은 다르게 나타났다.

서로 다른 한국 전통 견직물의 촉감에 대한 주관적 감각의 한·미 양국의 차이를 고찰하고 전통 견직물의 주관적 촉감에 영향을 미치는 역학적 성질을 규명하고자, 한국인과 미국인 각 20명을 대상으로 의미분별척도에 의하여 서로 다른 6개의 한국 전통 견직물의 촉감(딱딱함, 매끄러움, 성김, 시원함, 유연함, 까실거림, 무게, 두께)을 평가하였다. '매끄러움'과 '성금', '까실거림', '두꺼움'은 한·미 양국인의 평가가 유사한 경향을 나타내어, 공단과 뉴똥은 매끄럽고 치밀하며 흐믈거리고 두껍다고 평가받은 반면, 갑사와 숙고사, 항라는 거칠고 성글며 까실 거리고 얇다고 평가되었다. '시원함'과 '유연함'에 대해서는 한·미 양국인의 주관적 평가에 차이가 있어 '시원함'의 평가에서 한국인의 점수는 미국인에 비하여 직물별로 큰 차이를 나타내어 한국인은 전통 견직물 촉감의 '시원함'에 보다 민감한 것으로 나타났으며, '유연함'에 대해서는 한국인보다 미국인이 공단과 갑사, 숙고사의 촉감을 더 유연한 것으로 평가하였다. 견직물의 주관적 촉감을 예측하는 회귀식에서 한국인의 촉감은 표면특성과 굽힘 특성에 의해, 미국인의 촉감은 표면특성과 인장특성, 압축특성에 의해 주로 예측되었는데, 특히 미국인의 '시원함'은 압축회복성에 의해, '유연함'은 인장 회복성에 의해 예측되는 것으로 나타나, 미국시장을 위한 전통 견직물의 감성적 설계에 활용할 수 있을 것으로 기대된다.

유목문화를 근간으로 하는 몽골에서 말은 중요한 이동수단으로서 목축민들의 특별한 애정과 존중을 받아온 몽골을 대표하는 가축이다. 몽골에서 말은 가축을 흩어짐 없이 사육하고 새로운 초지를 찾아 유목하거나 장거리 이동시 주요한 교통수단으로 사용 되였다. 따라서 말은 몽골의 목축생활 양식과 불가분의 관계를 가지고 있다고 할 수 있다. 한국의 전통사회에서도 말은 교통수단과 군사용 등으로 사용된 중요한 가축이었다. 한국과 몽골의 문화에 등장하는 말은 신승물, 신성