온라인 생방송 플랫폼 이용 동기와 생방송 특성이 제품만족도와 지속적 쇼핑의도에 미치는 영향

오소패(Wu, Xiao Bei),황진숙(Hwang, Jin Sook) 한국디자인문화학회 2018 한국디자인문화학회지 Vol.24 No.2

인터넷의 발전은 온라인 생방송 마케팅의 발전을 촉진시켜왔다. 인터넷 플랫폼과 운영기술의 지속적인 발전으로 온라인 생방송 마케팅은 대단한 상업기능과 잠재력을 갖고 있다. 지금 중국내 C2C 거래 방식은 전자상거래에서 중요한 위치를 차지하고 있다. 최근 몇 년간, 온라인 생방송 마케팅시대의 도래에 따라 온라인 생방송의 어떤 요소들이 소비자의 만족도와 구매의도에 대해 영향을 미치는지 연구할 필요가 있다. 본 연구는 온라인 생방송 플랫폼을 이용하는 중국소비자를 대상으로 온라인 생방송 플랫폼 이용 동기와 온라인 생방송의 특성이 소비자의 제품 만족도와 지속적 쇼핑의도에 미치는 영향에 대해 알아보고자 한다. 본 연구의 대상은 중국에 거주하는 성인 남녀로 최근 6개월 사이에 온라인 생방송을 이용해 제품을 쇼핑 및 구매한 경험이 있는 소비자를 대상으로 하였으며, 2017년 11월 25일부터 12월4일까지 온라인 리서치 업체를 통해 설문조사를 실시하였고, 총 400명의 설문응답을 분석에 활용하였다. 최종분석방법으로는 spss 21.0을 활용하여 기술통계 탐색적 요인분석, 신뢰도분석, 상관분석을 실시하였으며, AMOS 21.0을 이용하여 확인적 요인분석, 구조방정식 경로분석을 실시하였다. 연구 결과는 다음과 같다. 첫째, 생방송 플랫폼 이용동기가 제품 만족도에 미치는 영향을 본 결과, 정보공유, 오락성, 공감대가 유의한 영향을 미치는 것으로 나타났다. 둘째, 온라인 생방송 특성이 제품 만족도에 미치는 영향을 본 결과, 효용성, 편리성, 즐거움, 신뢰성이 유의한 영향을 미치는 것으로 나타났다. 셋째, 생방송 플랫폼 이용 동기 중 정보공유, 공감대, 의사소통은 지속적 쇼핑의도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 온라인 생방송 특성 중 효용성, 즉시성, 신뢰성은 지속적 쇼핑의도에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 제품 만족도는 지속적 쇼핑의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구의 결과는 온라인 생방송의 적절한 전략수립에 도움을 줄 수 있다. The development of the Internet has promoted the progress of the marketing of online broadcasting. Owing to the continuous progress of Internet platforms and operation technologies, the online broadcasting marketing has immense commercial functions and potential. Currently, the C2C transaction method takes an important position in electronic commerce. In light of the advent of the online broadcasting marketing age in recent years, it is necessary to study which elements of online broadcasting influence the satisfaction and the purchase intention of consumers. This study aimed to identify the effects of social broadcasting platform use intention and online broadcasting on the product satisfaction and the continuous shopping intention of consumers by targeting the Chinese consumers who are using online broadcasting platforms. The targets of this study - the adults residing in China - were the consumers who had an experience of purchasing items by using online broadcasting. The questionnaire survey was conducted from 25 November 2017 to 4 December the same year through an online research company and the 400 sample responses were used in the analysis. As the final analysis methods, the descriptive statistics exploratory factor analysis, reliability analysis, and correlation analysis were conducted by using SPSS 21.0 and confirmatory factor analysis and structural equation path analysis were carried out by using AMOS 21.0. The following are the results of this study. First, the online platform use intention significantly influenced the information sharing, the amusement, and the sympathy of product satisfaction. Second, the online live broadcasting characteristics significantly influenced the utility, the convenience, the pleasure, and the reliability of product satisfaction. Third, the live broadcasting platform use intention significantly influenced the information sharing, the sympathy, and the communication of continuous shopping intention. Fourth, online live-broadcasting characteristics had significant influence on the utility, the instantaneity, and the reliability of continuous shopping intention. Fifth, product satisfaction had significant influence on continuous shopping intention. Through the aforementioned analysis results, this study tried to provide practical implications to establishing adequate target marketing strategies of online live-broadcasting, which is standing out in C2C electronic commerce transactions.

Effect of Metabolic Structures and EnergyRequirements on Curdlan Production byAlcaligenes faecalis

Xiao Bei Zhan,Zhi-Yong Zheng,Jin Woo Lee,Zhongping Shi,Lei Wang,Li Zhu,Jian-Rong Wu,Chi Chung Lin 한국생물공학회 2007 Biotechnology and Bioprocess Engineering Vol.12 No.4

A comprehensive metabolic network was proposed for Alcaligenes faecalis and employed in a stoichiometrically based flux balance model for curdlan production optimization. The maximal yield of curdlan was evaluated for curdlan batch production. Various metabolic structures and metabolic pathway distributions related with the curdlan maximal yield was evaluated. The results showed that the energy efficiency rather than the substrate supply was the major constraint for the enhancement of curdlan production. The increase in specific rate of glucose uptake could enhance curdlan production yield due to the decrease of the ratio of metabolic maintenance to substrate consumption. However, some of the energy loss and nutrient limitation associated with the increase of metabolic maintenance would adversely affect the conversion efficiency of the substrate.

Enhancement of Polysialic Acid Yield by Reducing Initial Phosphate and Feeding Ammonia Water to Escherichia coli CCTCC M208088

Jian-Rong Wu,Jin-Long Liu,Xiao-Bei Zhan,Chi-Chung Lin,Hui Zhao 한국생물공학회 2010 Biotechnology and Bioprocess Engineering Vol.15 No.4

Polysialic acid (PSA) is a capsular polysaccharide obtained from aerobic fermentation with Escherichia coli. To enhance PSA production and eliminate the influence of phosphate on the PSA purification process, a lower level of initial phosphate was adopted with pH control. The resulting PSA yield reached 4.1 g/L in fed-batch fermentation with 2.5 g/L K2HPO4 and E. coli strain CCTCC M208088. In addition, an ammonia water (NH4OH) feeding strategy to control the pH at 6.4 was developed resulting in PSA production that reached as high as 5.2 g/L. NMR spectra confirmed the purified biopolymer as a α-2,8linked PSA, identical to the published NMR spectra, with a molecular weight in the range of 16 ~ 50 kDa.

Study of Clustered Energy Saving Routing Protocol for Mobile Nodes in Three-dimensional Space

Cheng Huang,Run Zhang,Xiao-bei Wu,Zhi-liang Xu 보안공학연구지원센터 2016 International Journal of Future Generation Communi Vol.9 No.11

Movement of sensor nodes may cause network topology change, communication link fracture and signal propagation delay, while increasing network energy consumption and shortening lifetime of the whole network. This paper proposes an energy-efficient clustering routing algorithm based on mobile wireless sensor networks in three-dimensional space. The algorithm uses multiple-hop routing mechanism, which can effectively balance the node energy consumption in network. The simulation results show that the algorithm has a good effect on node energy saving in the process of moving at different speeds. Thus the network always has more residual energy and longer survival time, which can effectively balance the energy consumption of wireless sensor network and extend the network lifetime.

Influence of Sodium Chloride on Thermal Denaturation of a High-Salt-Tolerant Neutral Protease from Aspergillus oryzae

Dong Wang,Zhiyong Zheng,Jie Feng,Xiao-Bei Zhan,Li-Min Zhang,Jian-Rong Wu,Chi-Chung Lin,Li Zhu 한국식품과학회 2013 Food Science and Biotechnology Vol.22 No.5

The temperature and pH stability of proteases have been extensively investigated. A neutral protease produced by Aspergillus oryzae was thermodynamically characterized at high-salt environment. When the protease was tested at 24% NaCl and 60oC, its half-life was increased to 30.0 min, 111% longer than that of control. Its Gibbs free energy and activation energy for denaturation in high NaCl concentration solutions were higher than in low salt solutions and increased by 2.1 and 4.75 kJ/mol,respectively. The protease exhibited higher thermal stability in higher salt conditions. This feature is beneficial to soybean sauce fermentation by enhancing the protease performance and taste of the product. Analysis by farultraviolet circular dichroism (far-UV CD) spectroscopy revealed that α-helix conformation in the protease increased from 3.2 to 31.7%, respectively, when the NaCl concentration increased from 0 to 18%, in agreement with the results deduced by thermodynamic calculations.

Effect of Metabolic Structures and Energy Requirements on Curdlan Production by Alcaligenes faecalis

Zheng, Zhi-Yong,Lee, Jin-Woo,Zhan, Xiao Bei,Shi, Zhongping,Wang, Lei,Zhu, Li,Wu, Jian-Rong,Lin, Chi Chung Korean Society for Biotechnology and Bioengineerin 2007 Biotechnology and Bioprocess Engineering Vol.12 No.4

A comprehensive metabolic network was proposed for Alcaligenes faecalis and employed in a stoichiometrically based flux balance model for curdlan production optimization. The maximal yield of curdlan was evaluated for curdlan batch production. Various metabolic structures and metabolic pathway distributions related with the curdlan maximal yield was evaluated. The results showed that the energy efficiency rather than the substrate supply was the major constraint for the enhancement of curdlan production. The increase in specific rate of glucose uptake could enhance curdlan production yield due to the decrease of the ratio of metabolic maintenance to substrate consumption. However, some of the energy loss and nutrient limitation associated with the increase of metabolic maintenance would adversely affect the conversion efficiency of the substrate.

Enhanced β-carotene production by Rhodotorula glutinis using high hydrostatic pressure

Sui-Lou Wang,Jun-She Sun,Bei-Zhong Han,Xiao-Zong Wu 한국화학공학회 2008 Korean Journal of Chemical Engineering Vol.25 No.3

High hydrostatic pressure (HHP) technology was used for improving the ability of β-carotene biosynthesis of Rhodotorula glutinis R68. After the treatments of five repeated cycles at 300MPa for 15 min, the barotolerant mutant PR68 was obtained. After 72 h of culture, the biomass of mutant PR68 was 21.6 g/L, decreased by 8.5% compared to the parent strain R68, but its β-carotene production reached 19.4 mg/L, increased by 52.8% compared to the parent strain R68. The result of restriction fragment length polymorphism analysis suggested that mutant strain PR68 was likely to change in nucleic acid level, and thus enhanced β-carotene production in this strain was a result of gene mutation induced by HHP treatment. HHP technology seems a promising approach for improving industrial microbes