• Journal of Distribution Science
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• v.15 no.4
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• pp.15-23
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• 2017

Purpose - This research aims to determine whether the consumer affinity and ethnocentrism as well as the image of a foreign country (Japanese product as the most popular product in Indonesia) are able to influence behavior related to the perceived risk and willingness to buy foreign products from the affinity country. Research design, data, and methodology - Using survey techniques with 164 respondents, the study uses structural equation model with confirmatory factor analysis (CFA). To ensure the research objective and appropriate respondent, then we select an individual who have interest on Japanese culture & language. The primary and secondary data used in this study. Primary data refers to information collected directly from respondent by questionnaires dissemination while secondary data is provided from well-established literatures. Results - The results show us that the ethnocentrism has dominant affection role compared to affinity in order to influence consumer behavior meanwhile, the product country image has cognition role to evoke consumer desire to consume foreign products. Conclusions - From a theoretical perspective, the study contributes to international marketing literature by refining the conceptualization of the consumer affinity construct and highlighting its multidimensional nature. The consumer affinity research need to enrich in term of the context and the different culture and situation.

• International Journal of Human Ecology
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• v.17 no.1
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• pp.15-25
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• 2016

A number of studies in recent years of have begun to look at the connection between country affinity (an interest in and admiration of a particular country) and a desire to buy the products and services of that country. Country affinity has been shown to be particularly important when consumers lack other sources of information about a good or service. However, except for direct questioning, methods to identify the affinity consumers might have for another country are lacking. This study examines the degree to which attending a movie set in a particular country will be related to an affinity for that country and possibly by extension the goods and services of that country. It is not the goal of this study to suggest that movies create the affinity, but rather that that the affinity will exist for viewers of the films. Two films set in Ireland and featuring Irish actors where shown to audiences composed of Korean students and a small number of Korean adults. As a point of comparison, students in two introductory consumer classes were also asked to complete a similar questionnaire. Four affinity factors were identified from a list of 17 items. Those who attended the historical drama showed a greater affinity for Ireland than those who attended the romantic musical. Affinity for Ireland among Koreans was also meaningful in predicting interest in purchasing Irish products.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.408-417
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• 2022

This study developed a structural model to examine the relationships among consumer traits, self-brand connections, and purchase intentions for local fashion brands under "Guochao" consumption in China. An online survey with a self-administered questionnaire was undertaken through Chinese SNS tools to collect the data. A total of 276 usable responses were obtained from Chinese consumers who are residents in China. More females(n=174, +63%) than males (n=102, 37%) participated, and they were aged from 18 to 45 years old. The measurement model was confirmed to be reliable and valid. In the estimated structural model, the consumer traits of ethnocentrism and cultural affinity positively affected the self-brand connection, leading to purchase intentions for the local fashion brands. Specifically, the ethnocentrism factor indirectly affected the purchase intentions by mediating the self-brand connection, while the cultural affinity factor had significant direct effects on purchase intentions. Thus, a partial mediating effect of self-brand connection was found in the relationship between the consumer traits(ethnocentrism and cultural affinity) and purchase intentions of local fashion brands in the cultural "Guochao" consumption context. This study provides insights into extending the cultural theory of ethnocentrism relevant to self-brand connections and discusses the managerial implications for developing strategic global branding in the Chinese fashion markets.

• The Journal of the Korea Contents Association
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• v.6 no.10
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• pp.53-61
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• 2006

Culture, consumers' value and attitude play an important role for global marketing strategy on cross-cultural perspectives. The aim of this research was to investigate how consumer ethnocentrism and cultural affinity affect psychic distance, country image and competitive brand choice. data were collected through personal interview. A total of 234 responses are put to final analysis. The results are as follows: First, cultural affinity play an important role for psychic distance and country image. Second, consumer ethnocentrism has directly affected country image and psychic distance. Finally, country image has affected competitive brand choice, but psychic distance doesn't have affected.

• Journal of Korea Society of Industrial Information Systems
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• v.13 no.2
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• pp.56-68
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• 2008

Technology adoption has been an important issue for researchers and practitioners. In this paper, we identified the relationships between intention of technology adoption and technological affinity and other psychometric characteristics. We believe that technology affinity may be one of the general psychometric traits of individuals, and thus people have a different affinity levels which may influence the technology adoption intention. As a result it was found that need for cognition and self efficacy had positive influence on technology affinity, and the affinity also positively affected adoption intention. In addition, it was also found that technology affinity displayed a mediating role for the consumers adoption intention with need for cognition and self efficacy.

• The Journal of the Convergence on Culture Technology
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• v.4 no.4
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• pp.1-10
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• 2018

At the moment, a cosmetic market finds to get new ways for change. In this way, Important of customer affinity emphasizes in the market. A lot of companies, markets are working at getting customer affinity. A study looks for attribute of collaboration cosmetic with famous characters and influence of customer affinity empirically. A survey was done a target was customer have bought collaboration product over once, the data was analysed structural equation. In conclusion, these figures out that familiarity and originality effect to customer affinity positively.

• Journal of the Korean Society of Costume
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• v.52 no.4
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• Journal of the Korean Applied Science and Technology
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• v.28 no.1
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• pp.1-5
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• 2011

In this study, We investigated the properites of nano-emulsions containing hydrogenated lecithin prepared by high pressure homogenizer. The size of droplet of emulsions prepared by homogenizer at various rpm (rotation per minute) was not measured due to the unstability of emulsions, however, the size of droplet of nano-emulsions prepared by high pressure homogenizer was around 300 nm and the appearance of emulsions was bluish. The stability of emulsions with various lecithin concentration was tested against time. POV (Peroxide value) of emulsions were plotted against time. POVs of emulsions prepared with an egg lecithin and a soy lecithin were increased with time, however, POV of emulsion with Lecinol S-$10^{(R)}$ was kept constant within 60 hours and at $60^{\circ}C$. In consumer test, the nano-emulsion showed higher affinity regardless of skin type. Both of irritation scores of emulsions were similar.

• The Research Journal of the Costume Culture
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• v.26 no.6
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• pp.966-981
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• 2018

Consumers' desire for beauty has become a driving force in the beauty service industry which was further developed through specialization and segmentation. Nail-care service, which is one of the beauty services, is showing rapid growth, and intense competition among salons has become apparent. Thus, service management method and marketing strategy are required for customer satisfaction. Therefore, in this study, we tried to classify the nail-care services on the basis of systematization and realization of its characteristics which are fundamental when developing management and marketing strategies. The subjects of this study were women in their 20s and above living in Seoul, Gyeonggi, and Incheon areas. As a result, the nail-care service factors are classified as "external environment" (interior, celebrity, newness), "internal environment" (equipment and products, cleanliness, and environment), "location" (location and transportation convenience), "reputation" (good reputation), "technician skill," "kindness," "relationship" (relationship, empathy, and affinity), and "price and discount." The consumer types of nail-care services were classified into three groups according to the degree of involvement of these concept systems. These results can be used as marketing basics and will be the basis for studying marketing strategies. However, the consideration of setting up a marketing strategy for each consumer type will be presented in a follow-up study.

• Proceedings of the Plant Resources Society of Korea Conference
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• 2012.05a
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• pp.8-8
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• 2012

Ginseng have been traditionally used for strengthening immunity, providing nutrition and recovering health from fatigue. Recently, pharmaceutical activities of ginseng roots have been proven by many researches, and ginseng has become a world-famous medicinal plant. Ginseng saponin, ginsenoside, is one of the most important secondary metabolite in ginseng which has various pharmacological activities. Many studies have aimed to convert major ginsenosides to the more active minor ginsenoside Rg3 for consumer demand ginseng product. Microbial strain GS514 strain was isolated from soil around ginseng roots for enzymatic preparation of ginsenoside Rg3, which strain shows strong ability of converting ginsenoside Rb1and Rd into Rg3 in the solution with NaCl. The gene encoding a ${\beta}$-glucosidase from this GS514 was cloned and expressed in the BL21 (DE3) strain of Escherichia coli. The recombinant enzyme was purified and characterized. The molecular mass of purified was 87.5 kDa, as determined by SDS-PAGE. The gene sequence revealed significant homology to the family 3 glycoside hydrolases. The purified single enzyme also catalyzed the conversion of ginsenoside Rb1 into Rg3. This target enzyme will be able to produce as much saponin for consumer demand ginseng product. Anti-apoptotic proteins bind with pro-apoptotic proteins to induce apoptosis mechanism. Over expression of these anti-apoptotic proteins lead to several cancers by preventing apoptosis. Docking simulations were performed for anti-apoptotic proteins with several ginsenosides from Panax ginseng. Our finding shows ginsenosides particularly Rg3, Rh2 and Rf have more binding affinity with apoptotic proteins. Further, these docking system of each ginsenosides can be extended to experimental screen system for further brief confirmations of several diseases.