In the new digital age, the emergence of user-generated content enables consumers to enjoy greater freedom and control over their behavior on the internet and assume more active roles in sharing brand-related information with others. This research examines the role of brand engagement on consumer psychological ownership, purchase intention, electronic word of mouth (eWOM), and consumers’ willingness to defend the brand on social media. The findings provide evidence of consumer psychological process to demonstrate that companies can use social media to engage with consumers, so consumers are likely to spread positive WOM and be protective of the brand. It is important for marketing managers to assess the level of brand engagement on social media sites and develop tools and techniques to increase consumers’ participation such as using subliminal priming on brand image, with an aim to create a close consumer brand relationship.

In response to the increasing deployment of brand chatbots in the service sector, this study developed a conceptual framework to examine the psychological processes through which brand chatbots contribute to relationship building efforts. A 2 (interactivity: high vs. low) X 2 (anthropomorphic conversation style: warm vs. competent) between-subject design was conducted in the context of the coffee service business. The levels of interactivity in the chatbots were operationalized by altering the subdimensions of interactivity: modality (i.e., media richness, response latency), message (i.e., interdependency in message exchanges), and source (i.e., customization of content flow). Different linguistic elements (e.g., terms of address, vocabulary, punctuation, emoticons) were used to construct two sets of scripts that emphasized either warmth or competence of the chatbots. Based on the results of the pretests, four brand chatbots via Facebook Messenger were developed using the platform provided by GoSky AI Inc.

In the Korean Building Code (KBC), the Design Eccentricity involves the torsional amplification factor (TAF), and the inherent and accidental eccentricities. When a structure of less than 6-stories and assigned to seismic design category C or D is designed using equivalent static analysis method, both KBC-2006 and KBC-2009 use the TAF but apply different calculation methods for the of design eccentricity. The design eccentricity in KBC-2006 is calculated by multiplying the sum of inherent eccentricity and accidental eccentricity at each level by a TAF but that in KBC-2009 is calculated by multiplying only the accidental eccentricity by a TAF. In this paper, the damage indices of a building with planar structural irregularity designed by different design eccentricities are compared and the relationship between the earthquake damage and design eccentricity of the building is evaluated. On the basis of this study, the increment of design eccentricity results in the decrement of final eccentricity and global damage index of structure. It is observed that design eccentricity in KBC-2006 reduces the vulnerability of torsional irregular building compared to design eccentricity in KBC-2009.

Ondol is a traditional heating system in Korea. After new building type, apartment was introduced from western world around 1960, there have been dynamic changes in heating system in apartment. At first, designers supposed that apartment should match to the stand-up-living-style and the radiator system regardless traditional life style. Dwellers, however, didn't accept such a heating system even though the increase of the use of standing type furnitures such as bed, sofa, table, sink etc. Nowadays, Ondol is facilitated to the entire of the home even to the living room and dining/kitchen which radiator system was supposed to be accepted by designers. This try and error process shows that heating system is not only the physical facility itself, but also the cultural element reflecting the properties of way of life. And also it prove that one culture can not substitute the other culture, but merely conflict, mediated each other.

Purpose: The present study was designed to improve interpersonal relationships between team members and to clarify team members' roles for the enhancement of team processes and functions in a college ice hockey team through the team building intervention. Methods: Twenty five ice hockey players participated in the team building intervention program. The program consisted of ten sessions which were based on previous research and was conducted once a week at the athlete’s dormitory for ten weeks. The questionnaires (Interpersonal Relationship Questionnaire, Role Perception Questionnaire), the experience report, and the in-depth interview were used as measures to verify the effects of the team building intervention. The paired t-test and the inductive analysis were used to analyze the data. Results: The level of the interpersonal relationships tended to increase. However, only two factors, satisfaction and sensibility, were statistically significant. In general, the level of the role clarification was statistically non-significant. Only the role conflict factor tended to decrease whereas two factors (role ambiguity, role over load) tended to increase. Intriguingly, the role overload factor was significantly increased. Moreover, the formation of a climate of positive interactions within the team, the establishment of positive interpersonal relationships among teammates, the enhancement of team coordination, and the clarification of the team members' roles were revealed through the experience-report and the in-depth interview. Conclusion: In conclusion, the team building intervention helped team members establish positive interpersonal relationships among teammates, especially seniors and juniors, and clarify team members' roles in the team. Ultimately, it could enhance team processes and functions as well as optimal team performance.