목적: 멀티포컬 소프트 콘택트렌즈가 시기능에 미치는 영향을 +1.00 D 안경렌즈를 이용한 저교정과 비교하고자 한다. 방법 : 17명의 대상군(평균 23.6±2.1세)이 본 연구에 참여하였다. 대상군의 구면 굴절 이상이 ±1.00 D 범위 이며, 난시가 –0.75 D 미만인 자로 선정하였다. 나안(NC), 근용 +1.00 D 처방의 멀티포컬 콘택트렌즈(CM), +1.00 D 안경렌즈를 사용한 저교정 (UL) 등 3가지 교정 방법에 대해 각각 반복 측정하였다. 원용 시력은 고대비 및 저대비 차트를 이용하여 측정하였으며, 원용 대비 민감도와 근용 시력을 측정하였다. 결과 : 시력 교정의 방법은 고대비와 저대비 차트를 이용한 원거리 시력에 유의한 영향을 끼치는 것으로 나타났으며 (p<0.01), 근거리 시력에는 시력 교정의 방법이 유의한 영향을 끼치지 않았으며 (p=0.34), 원거리 대비 민감도에는 유의한 영향을 끼치는 것으로 나타났다 (p=0.01). 결론 : 멀티포컬 콘택트렌즈는 최대 교정 시력과 대비 감도를 달라지게 하지 않았으며, 완전 교정 안경과 견줄 만한 전체적인 시각적 성능을 유지했다. 따라서, 중심부 근용 멀티포컬 콘택트렌즈는 시각적 성능이 저하될 수 있는 40대 이상과 같이 다른 연령대에 더 많이 처방될 수 있다.

Background: Deficits of both ankle dorsiflexion range of motion (DFROM) and dynamic balance are shown in persons with chronic ankle instability and the elderly, with the risk of falls. Objects: This study aims to investigate the relationship between DFROM and dynamic balance in elderly subjects and young adults. Methods: Fifty-nine subjects were divided into three groups: ankle stability young group (SY), ankle instability young group (IY) and ankle stability older group (SO). We recruited three old subjects with ankle instability, but excluded them during a pilot testing due to the safety issue. DFROM was measured by weight bearing lunge test (WBLT) and dynamic balance was measured via star excursion balance test (SEBT) in anteromedial, medial, and posteromedial directions. The group differences in WBLT and SEBT and each group’s correlation between WBLT and SEBT were detected using the R statistical software package. Results: The dorsiflexion range of motion was significantly different between the SY, IY, and SO groups. The SO group showed the highest DFROM and IY group showed the lowest DFROM (SY: 45.88±.66˚, IY: 39.53±1.63˚, SO: 47.94±.50˚; p<.001). However, the SO group showed the lowest dynamic balance score for all SEBT directions (SY: 87.24±2.05 ㎝, IY: 83.20±1.30 ㎝, SO: 77.23±2.07 ㎝; p<.05) and there was no relationship between the dorsiflexion range of motion and dynamic balance in any group. Conclusion: Our findings suggest that ankle DFROM is not a crucial factor for dynamic stability regardless of aging and ankle instability. Other factors such as muscle strength or movement coordination should be considered for training dynamic balance. Therefore, we need to establish the rehabilitation process by measuring and treating ROM, balance, and muscle strength when treating young adults with and without ankle instability as well as elderly people.

This study was conducted to observe the isokinetic strength (IS) of the hip, ankle, and knee joints in young age groups. Thirty eight men and thirty one women with mean age of 30.4 ± 3.5 and 32.8 ± 4.4 years, respectively, were enrolled in this study. Measurements of hip flexion, extension, abduction, and adduction at 30° / sec, Knee flexion and extension at 60° / sec, ankle inversion, eversion, plantarflexion, and dorsiflexion 30° / sec were conducted. Absolute IS (Nm), relative IS (Nm/kg), strength ratios, correlations between movements were observed. Significant differences in absolute and relative strength were observed between groups in all movement except in the relative ankle strength. Relative isokinetic strength ratios of hip flexion/extension were .45 and .55, knee flexion/extension were .84 and .89, ankle dorsi/plantarflexion were .30 and .29, and ankle eversion/inversion were .86 and .84 for men and women, respectively. In the hip extension, men had about three times the body weight ,and women had about 2.5 times the strength. The abduction muscle had about 1.5 times the body weight of both men and women. Height and body weight showed the significantly strong correlating relationship with hip (r, .76-.86) and knee (r, .67-.84) strength. However, ankle strength showed the comparatively correlating relationship, especially in women (r, .03 - .36). Similar age and physique characteristics of female and male groups could provide useful isokinetic strength reference values for developing the exercise program for healthy and rehabilitation groups.

목 적: 젊은 성인에게 조절부담 완화방법으로 낮은 가입도의 모노비전, 변형된 모노비전 및 멀티포컬 소 프트 콘택트렌즈를 처방한 후 시기능에 미치는 영향을 평가하였다. 방 법: 20대 성인 22명(23.36±2.57 세)을 대상으로 단초점 콘택트렌즈, 모노비전, 변형된 모노비전, 멀 티포컬 콘택트렌즈를 단순맹검법으로 양안에 착용시키고 일주일의 적응기간이 경과한 후 조절을 유도하기 위하여 콘택트렌즈를 착용한 상태에서 1시간 동안 40 cm 거리에서 동영상을 시청하도록 한 후 양안 개방상 태에서 양안 원·근거리 대비시력, 입체시력, 가독력, 유령상(ghost image), 바늘귀에 실꿰기 및 시기능 관 련 설문지를 이용하여 평가하였다. 결 과: 양안 원거리 100% 대비시력과 양안 근거리 100%와 10% 대비시력은 교정방법에 따라 차이가 없 었고 단초점 콘택트렌즈와 차이가 없었으나, 10% 원거리 대비시력은 모노비전에서 가장 낮았다(p<0.05). 입 체시력은 모노비전의 경우 가장 낮았으며(p<0.05), 다른 교정방법은 단초점 콘택트렌즈와 차이가 없었다. 가독력은 모노비전 콘택트렌즈를 착용했을 때 가장 느리고 부정확했으며(p<0.05), 다른 교정방법은 단초점 콘택트렌즈와 차이가 없었다. 유령상(ghost image)은 교정방법 사이에 차이가 없었다. 원·근거리 시력, 입 체시, 적응도에 대한 설문 만족도 조사에서는 변형된 모노비전과 멀티포컬 콘택트렌즈는 단초점 콘택트렌즈 와 차이가 없었지만 모노비전은 다른 방법보다 만족도가 낮게 나타났다. 결 론: 젊은 성인에서 낮은 가입도의 변형된 모노비전 콘택트렌즈와 멀티포컬 콘택트렌즈 착용 후 시기능 은 단초점 콘택트렌즈와 유의한 차이가 없었지만 모노비전의 경우에는 저대비 원거리시력, 입체시력, 가독력 및 시기능 만족도가 저하되는 것으로 나타났다.

The Chinese market has played an important role for the luxury industry in the past years, with double-digit yearly growth (except for last year). Luxury brands have tried to design strategies to meet the local requirements, be it in terms of retail formats or communication strategies. However, Chinese luxury consumers are evolving in terms of consumption habits and materialistic value: observations from the field show that there is less and less emphasis on logo display among certain consumers (Dubois & Laurent, 1994; Lin & Wang, 2010). Such changes might affect also young consumers, which already stand for a great share of luxury consumers (Source: Red Luxury,2012). Besides, past studies on Chinese consumers’ attitudes toward luxury and values behind luxury consumption have often relied on student-samples, acknowledging the potential limitation to their results due to a potential lack of representativeness of the population interviewed. Few studies have provided analyses of the causes of the values and behaviours of young Chinese customers towards luxury product consumption, focused on them as ‘young people’ (Wang et al., 2012; Xue & Wang, 2012). Besides, most of those that tried to do so relied upon student samples of Chinese students studying abroad (in the USA or Europe) (Chen & Kim, 2013). This paper attempts to investigate the contemporary young Chinese consumers’ behaviour towards luxury consumption, segmenting them into two groups : the international student group and mainland Chinese young consumer group. A quantitative survey collected data from 104 respondents within a month where the snowball sampling method was applied to broadcast both online and offline questionnaires. Qualitative data was analyzed through lexical analyzis, while quantitative data was analyzed with the help of SPSS (Levene-test and T-tests). This study mainly focuses on four features: Chinese culture, materialism, young Chinese generation culture and buying motivation. The results of the study mainly indicate that there have been some changes between generations. One such change is that Chinese youths are more individualistic than what was found in previous studies, and another change is that young Chinese consumers hold different points of view towards the values of luxury consumption. As far as differences between international students and local young people from Mainland China are concerned, we found the following differences: • Finding 1: International students purchase luxury products to fit-in with their friends & because they want others to view them as a member of the upper class & as a successful person more than their local fellows. • Finding 2: International students’ income is more able to support them purchase luxury products than for young locals, and they are more inclined to save money to buy luxury products that their local fellows. • Finding 3: Mainland Chinese young people usually go luxury shopping with their parents more than international students do and claim they will still purchase luxury products even if prices increase more than them as well. • Find 4: Purchasing luxury products make local young people happier than international students, and they care more about the style (as opposed to price) of luxury products than these lasts.  We believe such findings will help luxury companies refine their strategies for the coming generations and help researchers notice on which dimensions of luxury consumption using expatriated Chinese students might have an impact and lead towards biased results.

This paper aims to contribute to the existing literature about social influence on products purchase intention. Specifically, it focuses on social influence among young adults’ purchase intention for luxury products, through investigation about Macau young adults consumption culture. Three types of social influence (informational influence, utilitarian influence, and value-expressive influence) are examined in this study. In terms of product conspicuousness, two types of luxury products can be identified based on the degree to which products usage is performed in public versus private. Hypotheses include that informational influence, utilitarian influence, and value-expressive influence will be significantly and positively related to consumer purchase intention for luxury products, both publicly and privately consumed. A convenient sample of 120 Macau young adults aged 18 to 24 participated in this study. The result of Regression and Analysis of Variance indicated that consumers have been affected by different types of social influence when they purchase different types of luxury products. Value-expressive influence is significantly and positively related to purchase intention for public products. Moreover, both informational influence and value-expressive influence are significantly and positively related to purchase intention for private luxury products. However, the effects of utilitarian influence are insignificant to both public and private luxury products, which are contrary to the hypotheses specified in this study and surprising findings about contemporary Chinese culture. Additionally, female has higher intention to buy luxury products. Based on the results of this study, marketing implications and managerial insights in the luxury retail market are recommended accordingly. Future research can provide a more comprehensive perspective of social influence than the exploratory one offered in the present study.

The objective of this study was to determine the duration of maintained calf muscle flexibility gained in young adults with calf muscle tightness, as measured by increases in ankle active and passive dorsiflexion range of motion (DFROM) after three stretching interventions. Twenty subjects (5 men and 15 women) with calf muscle tightness received the following three stretching interventions in one leg (assigned at random): static stretching (SS), eccentric training on stable surface (ETS), and eccentric training on unstable surfaces (ETU). The subjects received all three interventions to the same leg, applied in a random order. Each intervention had a break of at least 24 h in-between, in order to minimize any carryover effect. Each intervention used two types of stretching: with the calf muscle stretched and both knees straight, and with the knee slightly bent in order to maximize the activation of the soleus muscle. All three interventions were performed for 200 seconds. We measured the duration of maintained calf muscle flexibility through active and passive ankle DFROM before intervention, immediately after intervention (time 0), and then 3, 6, 9, 15, and 30 min after intervention. We found a difference in the duration of maintained calf muscle flexibility between the three interventions. In the ETS and ETU interventions, a significant improvement in calf muscle flexibility, both ankle active and passive dorsiflexion ranges of motion (ADFROM and PDFROM), was maintained for 30 min. In the SS intervention, however, ADFROM before 9 min and PDFROM before 6 min were statistically different from the baseline. Our results suggest that ETS and ETU may be more effective than SS for maintaining calfmuscle flexibility in young adults.

The purpose of this study was to determine the reliability and validity of the postural balance program which uses the movement accelerating field principles of posture balance training and evaluation equipment and smartphone movement accelerometer program (SMAP) in healthy young adults. A total of 34 people were appointed as the subject among the healthy young adults. By using Biodex stability system (BSS) and SMAP on the subject, the posture balance capability was evaluated. For the test-retest reliability, SMAP showed the intra-class correlation (ICC: .62~.91) and standard error measurement (SEM: .01~.08). BSS showed the moderate to high reliability of ICC (.88~.93) and SEM (.02~.20). In the reliability of inter-rater, ICC (.59~.73) as to SMAP, showed the reliability of moderate in eyes open stability all (EOSA), eyes open stability anterior posterior (EOSAP), eyes open stability medial lateral (EOSML) and eyes open dinamic all (EODA), eyes open danamic anterior posterior (EODAP), and eyes open danamic medial lateral (EODML). However, ICC showed reliability which was as low as .59 less than in other movements. In addition, BSS showed the reliability of high as ICC (.70~.75). It showed reliability which was as low as ICC (.59 less than) in other movements. In correlation to the balance by attitudes between SMAP and BSS, EOSML (r=.62), EODA (r=.75), EODML (r=.72), ECDAP (r=.64), and ECDML (r=.69) shown differ significantly (p<.05). However, the correlation noted in other movements did not differ significantly. Therefore, SMAP and BSS can be usefully used in the posture balance assessment of the static and dynamic condition with eyes opened and closed.

This study aimed to investigate whether isometric lower limb exercise can activate contralateral trunk muscles and whether the magnitude of muscle activation is related to lower limb movement in sitting. This study included 25 healthy young subjects (20 males and 5 females). The magnitude of trunk muscle activation was measured using surface electromyography (EMG) during hip flexion, extension, adduction, and abduction, and a significant difference was observed in the activation levels of trunk muscles among the tests (p<.01). The EMG activity of the multifidus (MF) and erector spinae (ES) muscles on the contralateral side were significantly greater during hip extension. However, the activation levels of the contralateral internal oblique (IO) and rectus abdominis (RA) muscles were greatest during hip flexion. The MF : ES EMG ratio was significantly greater during hip isometric during hip isometric flexion and abduction compared to hip extension and adduction. There was no significantly difference in the IO : RA ratio during the isometric contractions toward different directions. These findings indicate that isometric lower limb exercise can elicit trunk muscle contraction on the contralateral side and may therefore be helped for developing contralateral trunk muscle strength in individuals undergoing rehabilitation.

The purpose of this study was an determine whether elastic band on treadmill training might effect the chest expansion and pulmonary function of the 20's men. 40 subjects with experimental group(male: 20) and control group(male: 20) was participated in experiment. During four weeks, each group participated thirty minutes for three times per week. Subjects were assessed using pre-value and postvalue measurement chest length(chest length for resting, chest expansion) and pulmonary function(forced vital capacity, forced expiratory volume at one second, FEV1/FVC, peak expiratory flow, vital capacity, tidal volume, expiratory reserve volume, inspiratory reserve volume) by the CardioTouch 3000S(BIONET, USA). These findings suggest that experimental group can be used to improve chest expansion, pulmonary function than control group. In comparison of both groups, post-test was more improved in experimental group. In conclusion, experimental group helped improving function of pulmonary volume and respiratory muscle, and thus it indicates that the functions will be more improved through the continued respiratory exercise program.

Movement of adult Monochamus alternatus was investigated on young black pine, Pinus thunbergii, trees for about one month in a screen cage. Number of pine trees to which M. alternatus females and males moved during the experimental period was 6.4±1.4 and 7.2±1.5 out of 15 trees, respectively. Adult females and males moved to 0.2±0.1 and 0.3±0.1 tree per day, respectively. A 74.6 and 80.7% of adult females and males moved at night (17:00-08:00) to other trees. After moving, most beetles (72.6% of females and 76.0% of males) stayed on the tree to which they moved for one to two days. Some beetles stayed for up to seven days.

This study was to investigate the effects of upper and lower limb composing patterns of PNF(proprioceptive neuromuscular facilitation) on the static balance ability by 20 subjects for 6 weeks. This study was measured left one leg standing and right one leg standing with closed eyes on Good Balance system. These results led us to the conclusion that the mean speed of X, Y direction, COP(center of Pressure) velocity moment showed a statistical decrease when applying post-exercise. The above results from this study indicated that upper and lower limb composing patterns of PNF exercise has improved the static balance ability. As a result, this study showed that upper and lower limb composing patterns exercise improve the ability of balance in young adults. Based on this study, it may be applied to old people.

목적 : 본 연구는 아동과 청소년의 작업수행을 이해하기 위한 기초자료인 놀이 및 여가 활동 참여도를 얻기 위해 CAPE를 도입 적용한 후 일부 지역 아동과 청소년의 학교 외 활동(놀이 및 여가 활동)의 참여에 대해 알아보기 위한 목적으로 시행되었다. 연구방법 : CAPE를 한글판으로 번역 검증한 후, 검증된 CAPE를 일부지역의 학교를 다니고 있는 8-17세의 초∙중∙고등학생 231명을 대상으로 자기기입 방식을 이용하여 시행한 후 놀이 및 여가 활동 참여의 다양성, 강도, 환경적 요인 및 흥미, 성별 및 연령 등에 따라 어떤 차이가 있는지 알아보았다. 결과 : 연구대상자들은 55개의 활동 중 평균 24.83개의 활동에 참여하는 것으로 나타났다. 가장 많이 하고 있는 활동은 친구들과 놀기, 컴퓨터 비디오 게임, 전화통화하기, 집에서 TV및 영화보기, 음악 감상하기 순 이었다. 활동참여의 강도는 4.22점으로 나왔으며 레크레이션 활동과 사회적 활동 등 대부분의 항목에서 남학생이 여학생의 활동강도보다 높았으며 연령이 증가 할수록 활동의 강도가 감소되는 것으로 보였다. 활동의 흥미는 평균 3.27점으로 레크레이션 활동과 사회적 활동에서는 여학생의 활동 흥미가, 그 외의 형식적 활동, 신체적 활동을 포함한 모든 항목에서 남학생의 활동 흥미가 더 높은 결과가 나타났다. 활동을 누구와 함께 하는가 하는 항목에서 혼자 활동을 하는 경우가 가장 많았으며, 친구와 함께, 가족과 함께 순이었으며, 활동에 참여 하는 장소는 집, 지역사회 내, 학교 순이었다. 연령이 증가 함에 따라 가족과 함께 활동하는 빈도가 감소하였으며, 친구와 함께 활동의 빈도는 증가 하였다. 또한 연령이 증가함에 따라 집에서의 활동 참여의 빈도가 감소하는 대신, 이웃집, 학교와 지역사회 외에서의 활동의 참여 빈도가 증가함을 알 수 있었다. 결론 : 연구 결과를 통하여 한글판 CAPE가 다양한 측면에서의 놀이 및 여가참여를 확인하는데 유용한 도구임을 확 인 할 수 있었다. 향후 본 연구를 기초로 다양한 장애를 가진 아동 및 청소년의 놀이 및 여가활동을 알아보고 참여하 는 것과 참여하게 하는 요소들에 대해 분석하여 그 결과를 임상적으로 치료개입과 평가에 활용하는 것을 제언하는 바이다.

This study investigated gait characteristics, kinematics, and kinetics in the lower extremities between two different shoe conditions (high heeled shoes (7 cm), and high heeled shoes with a total contact insert (TCI)) after lower extremity muscle fatigue. Although TCI shave been applied in high heeled shoes to increase comfort and to decrease foot pressure, no study has attempted to identify the effects of TCI in fatigue conditions. The purpose of this study was to determine the effects of walking in high heeled shoes with TCI after lower extremity muscle fatigue was induced. This study was carried out in a motion analysis laboratory at Hanseo University. A volunteer sample of 14 healthy female subjects participated. All in fatigue conditions, the subjects were divided into two groups. The muscle fatigue was induced by 40 voluntary dorsi- and plantar-flexion exercises and 40 heel-rise exercises of the dominant foot. Surface electromyography was used to confirm the localized muscle fatigue using power spectral analysis of three muscles (tibialis anterior, gastrocnemius medialis and lateralis). The results were as follows: (1) In muscle fatigue conditions, the use of TCI decreased the peak flexion angle of the hip joint significantly in the early stance phase (p<.05) and increased the peak hip flexion moment in the terminal stance phase (p<.05). (2) In muscle fatigue conditions, the application of TCI also increased peak hip power generation in the early stance phase and peak hip power absorption in the terminal stance phase (p<.05). (3) In muscle fatigue conditions, the use of TCI reduced the impact force significantly and increased the secondary peak vertical GRF. These findings suggest that the TCI may provide beneficial effects when muscle fatigue occurs for a high heeled shoe gait. Future research employing the patient population and various types of TCI materials are required to clarify the effects of TCI.

The aim of the present study was to investigate age-related differences in stepping behavior in response to sensory perturbations of postural balance. The participants for this study were 2 healthy elderly adults (mean age=76.0) and 2 younger adults (mean age=25.5). Subjects were asked to step over a 10 cm high obstacle at self-paced speed with the right limb to land on the primary target (normal step length) that is 10 cm in diameter. However, if, during movement, the light was illuminated, then the subject had to step on the secondary target (long step length). It was planned that the onset of the light would be prior to peak Fx of swing limb, between swing peak Fx and swing toe-off, and after swing toe-off. In the younger adults these secondary visual cues were provided at mean times of 240 ms (standard deviation (SD)=11), 402 ms (SD=13), and 476 ms (SD=88) following the movement onset. Corresponding mean times for the healthy elderly were 150 ms (SD=67), 352 ms (SD=39), and 562 ms (SD=115). Results showed great changes in both group and visual cue condition in Fx ground reaction forces and temporal events following the swing toe-off. Swing limb acceleration force (Fx) and stance peak Fx1 was much greater in the young adults compared to the older adults. Both young and older adults increased stance peak Fx2 in the visual cue condition compared to normal stepping. There was no difference in stance peak Fx2 between the visual cue conditions in both groups. Similarly, the time to stance peak Fx2 was much longer for the visual cue condition than for the normal stepping. It was not different between the visual cue conditions in the young adults, but in the elderly mid and late cue was much greater than early cue. In addition, time to stance peak Fx2 and swing and stance time were much longer in the older adults compared to the young adults for the visual cue conditions. These results suggest that unlike young adults, elderly adults did not flexibly modify their responses to unexpected changes in step length while stepping over obstacles.

The purpose of this study was to produce the regression equation from non-exercise of healthy young adults and to develop a maximal oxygen consumption () regression model. This model was based on heart rate non-exercise predictor variables (rest heart rate, maximal heart rate/rest heart rate), as an extra addition to the general regression which can reflect an individual's inherent or acquired cardiorespiratory fitness. The subjects were 101 healthy young adults aged 19 to 35 years. Exercise testing was measured by using a Balke protocol for treadmill and indirect calorimetry. The prediction equation was analyzed by using stepwise multiple regression procedures. The mean of was (meanSD). The greatest variable correlated to was %fat. The predictor variable used in the non-exercise included %fat, gender, habitual physical activity and . The non-exercise estimation was as follows: ()=55.58-.41(%fat)+.59(physical activity rating)-2.69()-5.36 (male=0, female=1); (R=.85, SEE=3.64, R2=.72: including heart rate variable); ()=48.47-.41(%fat)+.45(physical activity rating)-5.12 (male=0, female=1); (R=.84, SEE=3.74, R2=.70: with the exception of heart rate variable). As an added heart rate variable, there was only a 2% coefficient of determination improved. Therefore, these results demonstrated that heart rate variable correlation with a non-exercise regression model was very low. In conclusion, for healthy young korean adults, those variables that can affect non-exercise estimation turned out to be only % fat, gender, and physical activity. We suggest that further research of predictor variables for non-exercise is necessary for different patient groups who cannot perform maximal exercise or submaximal exercise.

This study was designed to develop an objective method of strength measurement of muscles controlling the wrist joint in normal subjects. Forty subjects (20 male, 20 female) with a mean age of 22 years, were tested isokinetically at and . Results were as follows, 1) Peak torque for wrist flexors, extensors were significantly different for both speeds, but wrist ulnar deviator, radial deviator peak torques were not, 2) Mean values for all muscle groups controlling the wrist were not significantly different for both speeds in the female group, 3) All mean values at both and were significantly different between males and females, 4) Means and standard deviations of wrist joint angle of movement at peak torque were determined.

The main aim of study is to identify the factors that affect the purchasing intention of young adults. The reference group is an important factor in determining the underlying causes of young adults’ purchasing intentions. However, the literature states that young adults prefer to buy brands they trust in order to eliminate the risks that may arise when buying products they may not know. Moving from this perspective, the study proposes a conceptual model that including structural relationships between brand trust, reference group, and purchasing intention. The study aims to contribute to the literature by discussing the moderator role of brand trust in this structure. A series of hypotheses are tested via a survey completed by 749 young people between the ages of 20 and 30 living in Istanbul, Turkey. The data were analyzed with IBM SPSS-23 and AMOS-18 program. In addition to descriptive, reliability, and factor (exploratory and confirmatory) analysis, hierarchical regression analysis was performed to test the research hypotheses. The results show that the reference group positively influences the purchasing intention, and brand trust plays a moderating role in this relationship. The findings are discussed and some practical suggestions are made for mobile phone manufacturers.