With the development of social media, nowadays, people connect to each other more frequently and timely. In this article, we want to discuss this interactive communication in Chinese social media, i.e., WeChat, Weibo and Xianhongshu, between the Chinese immigrants in France (French Chinese) and Chinese in China. The intent of this article is to explore if there is a significant difference between high-acculturated and low-acculturated French Chinese in the use of word-of-mouth (WOM) in response to the purchase of product categories high in social signaling value. The article helps firms plan their international marketing strategy in terms of how they will benefit from WOM where French Chinese consumers comprise a significant part of the target market. Additionally, this research helps firms develop effective virtual interaction tools to build a strong long-term brand relationship with ethnic groups.

Since the liberalization of gaming industry in 2002, Macau has become the leading destination for gaming, leisure and entertainment in Asia. Recently, few large-scaled integrated resorts (IRs) have been established and opened to public, bringing more diversified destinations for visitors in Macau. These include casino, hotel, food and beverage, retail, entertainment, etc. With this, there is no doubt that IR operators have to understand how consumers behave and respond to value added products in the IRs. Differentiating one IR from another raises the significance of innovating resort products to retain existing consumers and attract new ones. This research has investigated the impact of potential non-gaming value added products at Venetian Macao Resort on consumers’ patronage and has identified what key subitems can be added to stimulate consumers’ feedback and make them revisit the resort, recommend it to others or be interested in visiting it someday. Questionnaire was designed according to the structural equation modeling (SEM). Results proved the importance of potential value added products at Venetian Macao Resort in influencing consumers’ intention. Based on the findings, suggestions were offered to the management group of Venetian Macao Resort for its future implementation of value added products. Moreover, the results will encourage other IRs in Macau to improve further towards the goal of shaping Macau in becoming a world class tourist destination. First time visitors are more likely to consume in the areas of hotel, retail and casino, while multi-time visitors would prefer to spend on hotel, retail and F&B. To some extent, implies that casino does not seem to be the key activity to make the previous guests return. In addition, spending in hotel, retail and F&B are ranked high on visitors’ preferences, indicating that visitors at Venetian Macao Resort are willing to have diversified consumptions in the non-gaming areas. Moreover, the ways of value adding in terms of promotional pricing, new technology application, upgrading of products, customization and rewarding system can be used frequently as references for the future product improvement at the resort.

This study aims to explore the motivations and effects of country of ingredient authenticity on product judgement and willingness to buy or/and recommend. Country of ingredient authenticity can be defined as set of consumers’ generic characteristics or traits of seeking/pursuing/consuming raw materials/goods and/or artisan skills that are deemed to be superior and synonymous to a specific location in the pursuits of one’s self image and social standing (Cheah, Zainol and Phau, 2017). The jewellery brands used in this study are Swarovski, Pandora and Monora. The 4X1 exploratory research design looks at four different conditions applied to the three jewellery brands. AMOS and SPSS were used to analyse the data and determine model fit. Managerial implications include the positive recognition of the ingredient authenticity of Swarovski crystals incorporated with other products/brands. Theoretical Development Country-of-origin acts as a quality indicator (Bilkey & Nes, 1982). Consumers rely on their perceptions of product quality from a specific country to evaluate other products from the same country. The home country of a brand and its image can serve as a source of competitive advantage or disadvantage (Cuervo-Cazurra & Un, 2015). In more recent times, product collaborations and ingredient branding techniques have been adopted in the marketplace. As a first for its brand, Louis Vuitton partnered with Supreme to launch a streetwear line in 2017. In 2011, Prada launched a ‘made in’ campaign to highlight the authenticity of the raw materials and artisan skills used to create the products. Country-of-ingredient-authenticity aimed at exploring how countries can capitalize on their expertise to improve product and country image perceptions. The incorporation of materials and skills from the country-of-ingredientauthenticity can be a strategic decision that allows brands to alleviate the product judgement and willingness to buy or recommend (Suter et al., 2017). This decision can prove to be advantageous for the firm (Suter et al., 2018). This study aims to uncover whether Swarovski crystals, as both a raw material and artisan skill, can affect consumers’ perception of the product judgement and willingness to buy and recommend. The study also profiled the motivations of consumers’ seeking these ingredient-authentic products. In this research, statusseeking consumption and fashion knowledge act as the underpinning background variable to the model (Flynn et al, 2000; Eastman et al 1999). Luxury consumption is driven by the need for status in conspicuous luxury consumers whereas fashion knowledge in inconspicuous luxury consumers (Jaikumar, Singh and Sarin, 2018; Koo and Im, 2017). The study aims to discover whether status-seeking consumption and fashion knowledge has a significant impact on consumers’ need for seeking authentic ingredients in jewellery. --------Insert Figure 1 and Figure 2 here -------- Research Design In order to test our hypotheses, an online Qualtrics survey was created and administered to an Indonesian sample aged between 18 to 55 years old. Four sets of surveys were created to reflect the 4 different stimulus (Table 1). The study aims to look at whether the different brands paired with different ingredient authentic materials would result in a different perception of product judgement and willingness to buy/recommend (Maxham and Netemeyer, 2003; Bower and Landreth, 2001; Wood and Darling, 1993). The researchers were also interested to uncover the motivations behind the need for ingredient authenticity in consumers’ decision making to buy jewellery. The brands chosen were Swarovski, Pandora and Monora. Swarovski serves as the control to measure consumers’ response to the actual brand with the incorporated Swarovski crystals. Pandora was used as it is a well-known jewellery brand with a potential collaboration with Swarovski and Monora is a lesserknown jewellery brand whose brand and product quality could improve with the incorporation of Swarovski crystals. Respondents chosen had to be interested in or aware of luxury branded goods as it is important to possess some knowledge to seek for authenticity in luxury branded products. 600 completed surveys were collected in a span of 2 months. AMOS 21 software was used to run SEM model and test for model fit. SPSS 22 was used to run a median split and independent sample T-test to ascertain the motivations of ingredient-authenticity behaviour between low and high status seeking and fashion knowledge consumers. --------Insert Table 1-------- Results Four models were tested on AMOS to determine the model fit and its significant interactions. Study One – Swarovski jewellery with Swarovski crystals The conceptual model has achieved a good model fit with indices of χ2(94) = 128.937, p = .01. The other indices suggest adequate fit, SRMR = .0303, GFI = .910, IFI = .988, TLI = .985, CFI = .988, RMSEA = .049, PCLOSE= .510. Study Two – Pandora jewellery with Swarovski crystals The conceptual model has achieved a good model fit with indices, of χ2(34) = 63.490, p = .002. The other indices suggest adequate fit, SRMR = .0415, GFI = .933, IFI = .980, TLI = .968, CFI = .980, RMSEA = .076, PCLOSE= .071. Study Three – Pandora jewellery with real crystals The conceptual model has achieved a good model fit with indices, of χ2(54) = 56.332, p = .388. The other indices suggest adequate fit, SRMR = .0233, GFI = .945, IFI = .999, TLI = .998, CFI = .999, RMSEA = .017, PCLOSE= .900. Study Four – Monora jewellery with Swarovski crystals The conceptual model has achieved a good model fit with indices, of χ2(109) = 182.549, p = .000. The other indices suggest adequate fit, SRMR = .0464, GFI = .893, IFI = .975, TLI = .968, CFI = .974, RMSEA = .066, PCLOSE= .06. A median split and independent sample T-test were carried out on low and high status-seeking and fashion knowledge consumers and their means compared to the ingredient-authentic seeking behaviours. Status-seeking behaviour is the main driver of consumers acting on the need for authenticity of raw materials and artisan skills on all 4 stimulus. This behaviour could be attributed by consumers’ hedonic need to own jewellery that signal good quality and design. Fashion knowledge consumers seek authenticity of raw materials and artisan skills in both Pandora stimulus and looked for authenticity of artisan skills in Monora stimulus. This indicates that owning a Pandora jewellery can be attributed to being a trendy fashionista following the current trend of collecting charms. As for the lesser known brand, Monora, the incorporation of the ingredient authentic Swarovski crystal helped consumers to identify the authentic artisan skill that goes into making the jewellery. -------- Insert Table 2 and 3 here -------- Conclusion Swarovski jewellery commands high interest in consumers seeking for ingredient authentic products as authenticity of artisan skills positively influences product judgement and authenticity of raw materials positively influences willingness to recommend. There was no ingredient-authenticity effect in consumers when exposed to Pandora jewellery with Swarovski crystals. Pandora has always been associated and known for the novelty of collecting the charm trinkets. Consumers are more likely to buy Pandora for their charms rather than the fact it is embedded with a Swarovski crystal. Pandora jewellery with real crystals was perceived positively by consumers to increase product judgement and willingness to recommend and buy. Again, the collectors’ mindset plays a role in this behaviour. The strong brand effect also plays well into Pandora’s popularity in the marketplace. Monora jewellery with Swarovski crystals piqued consumers’ interest in the ingredient authentic product with authenticity of artisan skills positively influencing product judgment and authenticity of raw materials positively influencing willingness to recommend. The results support the idea that when Swarovski crystal is incorporated into a lesser known brand’s product, it increases the quality perception and word of mouth value. On all four studies, consumers’ product judgment positively influences willingness to recommend indicating consumers are more willing to spread word-of-mouth when they believe the product is of good quality. This willingness to recommend then positively leads to willingness to buy the product. Status-seeking behaviour was seen as a main factor for consumers when searching for the ingredient-authenticity of the jewellery. For Swarovski and Monora, the ingredient played a part in inducing the ingredient-authenticity behaviour whereas owning a Pandora jewellery signifies some sort of in-class group reference and trend. The Pandora results are supported when consumers who have fashion knowledge also sought the ingredient-authenticity of the Pandora product.

With the development of social media, nowadays, people connect to each other more frequently and timely. In this article, we want to discuss this interactive communication in Chinese social media, i.e., WeChat, Weibo and Xianhongshu, between the Chinese immigrants in France (French Chinese) and Chinese in China. The intent of this article is to explore if there is a significant difference between high-acculturated and low-acculturated French Chinese in the use of word-of-mouth (WOM) in response to the purchase of product categories high in social signaling value. The article helps firms plan their international marketing strategy in terms of how they will benefit from WOM where French Chinese consumers comprise a significant part of the target market. Additionally, this research helps firms develop effective virtual interaction tools to build a strong long-term brand relationship with ethnic groups.

본 연구는 사회적기업에 대한 관심이 높아짐에 따라, 일반 소비자들의 사회적기업 제품 구매 및 관심을 증대시키기 위하여, 기존 사회적기업 제품 구매경험을 가진 소비자들을 연구하고자 한다. 사회적기업 소비자가 제품을 구매하는 대가로 현장에서 제공받는 다양한 주관적 보상의 개념인 관계혜택이 재구매나 추천의도 등 고객행동에 미치는 영향을 확인하고자 한다. 또한 개인이 해당 사회적기업 제품을 생산, 판매하는 사회적기업과의 동일시 정도가 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)과 고객행동(재구매의도, 추천의도)간의 관계를 매개할 수 있음을 검증하고자 한다. 본 연구의 가설검증결과는 다음과 같다. 가설 1은 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)이 고객행동(재구매의도, 추천의도)에 정(+)의 영향을 미칠 것이다이며, 검증 결과 가설 1은 부분채택되었다. 구체적으로 재구매의도에 영향을 미치는 변수는 사회적 혜택과 확신적 혜택이며, 추천의도에 영향을 미치는 변수는 확신적 혜택이었다. 가설 2는 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)이 개인-기업 동일시에 정(+)의 영향을 미칠것이다이며, 검증 결과 가설 2는 채택되었다. 가설 3은 개인-기업 동일시는 고객행동에 정(+)의 영향을 미칠 것이다이며, 검증 결과 가설3은 채택되었다. 가설 4는 개인-조직 동일시가 관계혜택(사회적 혜택, 특별우대 혜택, 확신적 혜택)과 고객행동과의 관계에 매개효과를 나타낼 것이다이며, 검증 결과 가설 4는 부분채택되었다. 구체적으로 개인-기업동일시는 사회적 혜택 및 확신적 혜택과 재구매의도 간의 관계를 매개하였고, 확신적 혜택과 추천의도 간의 관계를 매개하였다. 본 연구의 목적달성을 위한 분석결과, 사회적기업 마케팅 측면에서 개인-기업 동일시, 관계혜택에 집중한 전략을 수립하고, 시행함으로써 재구매와 추천의도와 같은 고객의 구매행동을 기대할 수 있다는 시사점을 제공하였다는데 의의가 있다. 끝으로 본 연구의 한계와 향후 연구방안을 제언하였다.

Local food is widely known as a ‘safe food’ and its consumption has been made from many local consumers. A study about factors that gives influence on consumer satisfaction in local food enterprise is insufficient. So researcher tries to figure out related factors using empirical method. In study, use perceived quality of the local food, reputation of local place, brand value, customer satisfaction and recommendation to set up causal models and examine the structural relationships for managerial implication. The result show us perceived quality and brand value has a positive effect on consumer satisfaction, reputation of local place doesn’t have a significant effect on consumer satisfaction. In last consumer satisfaction has positive effect on recommendation intension. Base on this result, researcher provide managerial implication and limitation if this study.

첨단교통정보시스템(Advanced Traveler Information System : ATIS) 환경에서 운전자는 최단거리나 최소시간 이외의 다른 기준에 의한 운전경로를 원하기도 한다. 이 연구에서는 최단거리, 최소시간, 최소사고, 최소교차로, 최다차선 등의 다양한 기준을 적용하기 위하여 교통패턴데이터를 이용한 운전자정의 경로안내 App을 구현하였다. 실험을 위한 교통패턴데이터는 3개월 간의 서울시 UTIS (Urban Traffic Information System) 자료로부터 생성하여 서버 DBMS (database management system)를 통해 제공되도록 하였다. 교통패턴데이터에 기초한 운전경로는 클라이언트 측 스마트폰앱에서 표출되며, 서버와 클라이언트 사이의 통신은 중개 미들웨어가 담당하도록 구성하였다. 강남구를 대상으로 한 실험평가에서는 첨두시와 비첨두시 모두 최소사고 경로가 가장 효과적인 것으로 나타났다. 이러한 운전자정의 경로안내는 정보가 제한적인 운전자들에게 유용하며, 스마트기기를 통해 맞춤형정보로 제공될 수 있다.

가독성은 글자의 읽기 쉬움의 정도를 나타내는 척도로서 해설판의 정보전달의 효과성을 결정하는 중요한 요소로 알려져 왔다. 그러나 해설판의 가독성이 탐방객의 관심유발과 해설판 읽기 행동에 어떻게 영향을 미치는지에 대한 연구는 드물다. 본 연구는 가독성과 해설판의 관심유도, 선호도. 해설판 읽기 권유의도와의 관계를 구명하기 위하여 실시되었다. 데이터 수집은2003년 8-11월중에 내장산 국립공원 내 자연관찰로 탐방객 중에서 선정된 총 375명을 대상으로 관찰로 주변에 설치된 해설판에 대한 설문조사를 통하여 이루어졌다. 이중 이용 가능한 350명의 응답이 본 연구의 분석을 위하여 이용되었다. 분석결과, 가독성은 관심유도, 선호도, 해설판 읽기 권유의도와 관련이 있는 것으로 나타났다. 가독성 이 높으면 높을수록 관심유도, 선호도, 해설판 읽기 권유의도도 높게 나타났다. 가독성과 더불어 관심유도와 선호도도 해설판 읽기권유의도와 관련이 있는 것으로 분석되었으며, 세 변수중 선호도는 해설판 읽기 권유의도에 대하여 가장 높은 설명력을 보였다. 본 연구의 결과는 해설판의 가독성을 증진시킴으로써 해설판 읽기 행동의 증대가능성을 시사하고 있다.

본 연구에서는 덕평자연휴게소, 마장프리미엄휴게소, 망향휴게소를 방문하는 관광객을 대상으로 고속도로 휴게소의 테마공간에 대한 만족도가 휴게소에 대한 재방문의도와 추천의도에 미치는 영향을 실증 조사하고자 한다. 조사결과, 독특한 테마로 구성되어있는 ‘화장실’, ‘체험문화공간’, ‘식당’에 대한 만족도가 휴게소에 대한 재방문의도에 긍정적 영향을 미치고 있는 것으로 나타났으며, ‘화장실’과 ‘체험문화공간’은 휴게소에 대한 추천의도에도 긍정적 영향을 미치고 있는 것으로 조사되었다. 이는 고속도로 휴게소의 이색적인 테마공간, 특히 만족도가 가장 높은 테마화장실 조성을 통한 차별화 전략이 고객의 만족도를 제고시키고 긍정적 구전효과를 일으켜 휴게소 운영의 활성화 및 경쟁력을 강화시킬 수 있음을 시사하고 있다.

이 연구는 칼라 디지털 카메라 영상 분석에 의한 유수분화기 벼 군락의 건물중 및 질소흡수량 추정 모델, 유수분화기 질소흡수량과 질소 수비량에 따른 유수분화기 이후 질소 흡수량 추정 모델, 유수분화기 질소 흡수량과 유수분화기 이후 질소 흡수량에 따른 수량 및 쌀 단백질함량 추정 모델을 구축하고 이를 종합하여 목표 수량 또는 단백질함량을 달성하기 위한 질소 수비량을 추천하는 원시 프로그램을 개발하여 현장 적용성 예비 검토를 실시하고자 한 것이다. 1. 군락피복도(CC)와 군락체적(CV)은 초장, 건물중 및 질소흡수량과 고도로 유의한정의 상관을 나타내었으며, R, G, B, NDI 및 명도 값은 이들과 유의한 부의 상관을 나타내었다. 한편 표준화된 색지표인 r은 잎 및 지상부 질소함량과 유의한 부의 상관을 나타내었으나 표준화 색지표 b와 g는 이들과 유의한 상관을 보이지 않았다. 2. 벼 군락의 디지털 카메라 영상분석을 이용한 벼 지상부 건물중 및 질소 흡수량을 추정하기 위한 비선형회귀 모델을 작성하였다. 지상부 건물중 추정 모텔에는 CC와 정규화된 R값(r, NorR)이 변수로 채택이 되었고, 질소흡수량 추정에는 CC와 정규화된 G값(g, NorG)이 채택되었으며, 이들 모델의 결정계수는 각각 0.81과 0.68이었다. 영성분석 색지표 이외에 초장을 모델에 도입하는 경우 모델의 결정계수는 더 높아졌다. 3. 유수분화기에 적정 질소 추비량을 처방하기 위해서는 유수분화기 식물체의 질소 영양 상태(질소 흡수량, PNup) 및 질소 시비량이 수량과 단백질함량에 미치는 영향을 정량화하여야 하는데, 이를 위하여 Npi와 PNup이 유수 분화기부터 성숙기까지의 지상부 질소흡수량에 미치는 영향 및 PNup과 PHNup이 벼 수량 및 쌀 단백질 함량에 미치는 영향을 검토하여 중회귀 모델을 작성하였으며 이 모델들은 결정계수가 모두 0.8이상으로 높았다. 4. 상기의 모델들을 종합하여 유수분화기 벼 군락 영상분석을 이용한 수비처방 원시 프로그램을 작성하여 예비 검증 실험을 하였다. 벼 수비 처방 프로그램에 의해 쌀단백질 함량 6.0%를 기준으로 처방된 수비질소 분시율이 19%~21%로 표준재배 분시율 30%에 비해 낮은 수준으로 처방되었으나 완전미 수량은 대등하였고, 단백질함량은 수비처방 목표단백질 함량 6%보다는 다소 낮은 5.7~5.8%였으며, 수량과 단백질함량의 변이 계수는 관행 수비 처방구에 비하여 프로그램 처방구에서 크게 낮아져서 프로그램 처방에 의하여 수량과 품질이 균질화되는 결과였다.