- P-ISSN1738-6764
- E-ISSN2093-7504
- KCI
ISSN : 1738-6764
Vol.20 No.1
Abstract
Due to strong economic globalization, domestic brands face intense competition from imported brands in global and local markets. In this competitive landscape between domestic and imported brands, it is important to understand how to improve consumer preferences for domestic over imported brands (or vice versa), as this can help us devise better marketing strategies. Building a strong brand reputation contributes to a sustainable competitive advantage source. However, little is known about the psychological mechanism underlying the relationship between brand reputation and brand preference in the Chinese market, which faces tough competition between domestic and foreign brands. Thus, the purpose of this study was to examine the mediating role of brand resonance and the moderating role of consumer ethnocentrism in the association between brand reputation and brand preference for domestic and imported brands. We conducted a self-administered online survey using online platforms in China. A valid sample of 412 questionnaires was obtained. This study employed PROCESS macro in SPSS to test an integrated model of mediation and moderation (so-called “moderated mediation analysis”). The results showed that for domestic brands, brand resonance plays a mediating role in the effect of brand reputation on brand preference. However, for foreign brands, consumer ethnocentrism moderated the indirect effect of brand reputation on brand preference via brand resonance. The mediating effect was weaker in consumers who reported higher levels of ethnocentrism. We offer theoretical and managerial implications to improve marketing strategies for domestic and imported brands within the Chinese market.
Abstract
This study proposes a new method for developing gesture vocabularies for mixed reality (MR) environments by reducing legacy bias. A comparative experiment was conducted using picture scene priming and virtual scene priming methods to verify the effectiveness of task scene presentation using MR technology for priming. The results showed that VSP reduced biased gestures and improved the usability and semantic agreement of the resulting gesture vocabulary. The study suggests that VSP is a more effective gesture elicitation method for MR environments.
Abstract
Beauty services using big data are an industrial area with unlimited development potential, and combining Information and Communication Technology(ICT) convergence technology in the beauty industry is no longer an option but a necessity. Among them, there is a shortage of customized beauty services using beauty-related research and big data for the disabled. In this study, we aim to improve the social participation and quality of life of people with disabilities through the development of beauty service apps for people with disabilities. Furthermore, by developing a beauty service app that helps them easily access the industry, it is expected that they can readily receive feedback on how to manage their appearance and direct beauty, and self-directing will be possible. The “Beauty Trainer App” developed in this study increases the accessibility of beauty-related services for people with disabilities more efficiently, and as a result, The "Beauty Trainer App" developed in this research enables people with disabilities to access beauty-related services more efficiently, facilitating their active participation in social and economic activities and enhancing their self-confidence. They can also save time and money visiting an offline shop to get serviced. If the Beauty Trainer App is actively used, it is expected to help improve the social participation opportunities and quality of life of people with disabilities.
Abstract
Gut microbiota, regarded as the second genome of the human body, has become a key modulator of cancer treatment. It is an emerging topic in precision medicine, and many studies have reported that the variability in most diseases and individuals is related to gut microbiota characteristics. Numerous clinical studies on cancer treatment have demonstrated a correlation between therapeutic responses to immunotherapeutic cancer drugs and gut immunity or the microbiome. In this paper, we present the current clinical research on herbal medicines and gut microbiota and explore the possibility of integrative cancer treatment with herbal medicines and immunotherapeutic cancer drugs. We identified six clinical trials enrolled in the Clinical Research Information Service and five clinical studies on gut microbiota and herbal medicines in MEDLINE via PubMed. Generally, clinical studies have used 16S rRNA sequencing to analyze the gut microbiota. Study findings have suggested that the gut microbiota can be used as a biomarker to predict the pharmacological effects of herbal medicines. Gut microbiota modifications by herbal medicines may inhibit tumor progression. Herbal medicines are metabolized to active substances through interactions with the microbiome and control the dysbiosis of the gut microbiome. Further research on the possibility of individualized precision medicine by analyzing the gut microbiota after administering herbal medicine is needed.