IMAGE VIVIDNESS, IMAGE CONGRUITY AND THEIR INFLUENCES ON THE EFFECTIVENESS OF ECOTOURISM

Fang Liu,Chaozhi Zhang,Geoff Soutar 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Advertising is important for tourism and past research has demonstrated its cognitive, affective and behavioural effects on consumers (e.g., Vakratsas & Ambler, 1999). These effects are largely dependent on how well viewers process advertisements that contains different elements, such as image, description and slogan. Images are particularly important to tourism advertisements and most tourism advertisements include images of the advertised destination. This paper proposes a conceptual model which explores the influences of image vividness and image congruity on the effectiveness of ecotourism advertisements. The Meaning Transfer Model (e.g., McCracken, 1989) suggests an object’s meaning can be transferred through images. This model has been widely adopted in advertising because most advertisements contain images. Images are believed to help transfer the intended advertising meaning and intention of the advertiser (Shimp & Andrews 2013). Most previous advertising research has focused on meaning transfer through the use of celebrity endorsers (e.g., Campbell & Warren, 2012; Hanrahan & Liu, 2013) whilst limited studies have examined key factors that influence the success of a meaning transfer from an advertising image to the advertised brand . Image vividness is believed to be one of the important factors that can influence the success of a meaning transfer (Nisbett & Ross, 1980). However, findings from previous research on image vividness are far from consistent. Some findings suggest that image vividness facilitate imagery processing and subsequently increase advertisement and brand favourability (Fennis et al., 2012) whilst other findings suggest that image vividness has no direct impact on attitude formation or persuasion (Taylor & Thompson, 1982). Recent research suggests that, advertising elements, in particular image vividness, may play an important role in forming the attitude towards the advertisement as well as the travel intention towards the advertised destination (Pelsmacker et al., 2002; Rasty et al., 2013). Besides image vividness, image congruity may be another important factor in determining the success of a meaning transfer through advertising images (Shimp & Andrews, 2013). Congruity has been widely studied in the field of consumer behaviour (Sirgy, 1990; Wang et al., 2009). McLaughlin (2009) categorised advertising congruity into four types (advertisement and context congruity, advertisement and product congruity, advertisement and advertiser congruity, and advertisement and other commercial component(s) congruity). Image congruity with the advertised product category has been identified as one of the most important advertising congruities (Chandon et al., 2000). Congruent advertisements are better than incongruent advertisements in generating positive attitudes or feelings towards an advertisement. For example, Kamins et al. (1991) found a viewer’s perceived congruity between the emotions reflected in a tourism advertisement and the media invoke more positive attitude towards the advertisement. Further, Rifon et al. (2004) found congruity between the description of an advertisement (ad description) and an advertising website used to display the advertisement resulted in more positive attitude towards the brand. Congruent advertisements can also generate a better purchasing intention. Kamins et al. (1991) found congruent advertisements were better at invoking an intention to use an advertised service. Conversely, incongruent advertisements lead to frustration or other negative feelings or a less favourable attitude towards an advertisement (Mandler, 1981). Australian ecotourism advertisements are selected as the context of the current study. Ecotourism is a nature-based tourism that focuses on preserving the environment, benefiting local economies and educating travellers (Weaver, 2008). Although ecotourism is rapidly developing in the last decade, the effectiveness of ecotourism advertising has been rarely researched, perhaps because ecotourism is still a relatively new area of tourism (Hughes et al., 2005). Reiser & Simmons’s (2005) study is among a handful of studies which have investigated the effectiveness of ecotourism advertisements. Their study found that ecotourism labels helped develop a positive attitude towards an advertisement and the advertised destination. Additionally, Chang et al. (2005) found that the use of a celebrity aboriginal endorser was more effective in achieving a favourable attitude towards an advertisement than was the use of a non-celebrity aboriginal endorser. Ecotourism advertisements often use three major types of images (scenery, animal and people) (Morgan & Pritchard, 2001). However, no empirical studies have examined the meaning transfer between image and advertising responses within the ecotourism context. People’s Republic of China is a critical market for Australian tourism and it is Australia’s second largest tourist source country (Australian Bureau of Statistics, 2014). Chinese tourists ranked first in terms of total trip expenditures (a total of $5.7 billion in 2014) (Tourism Research Australia, 2015). By 2020, China is expected to become Australia’s largest source country (Tourism Australia, 2011).The ecotourism market in China has risen in the past decade since its introduction in the 1990s (Cheng et al., 2013; Zhong et al., 2007). There were 1.9 billion domestic trips in China in 2009, of which 333 million were ecotourism trips. Around 80% of China’s nature reserves now have some form of ecotourism feature (Chappell, 2012). Chinese ecotourists are increasingly interested in taking overseas ecotourism trips. However, no previous study has empirically examined Chinese ecotourists’ attitude towards foreign ecotourism advertisements, which provides the opportunity for the current study. Based on the above discussion, the paper proposes positive relationships among image vividness, image congruity, attitude towards the advertisement and travel intention towards the ecotourism destination. Empirical research will be carried out in the future to test the proposed relationships. The theoretical framework can also be extended by including other advertising effectiveness measures such as comprehension or emotion (MacKay & Fesenmaier, 1997) so as to develop a better understanding of Chinese ecotourists’ responses to ecotourism advertisements.

Studies on Development of Preparation Method of Black Soybean Chungkukjang

Fang-Fang Liu,Min-kyeng Choi,Min-Woo Jeong,Kun-Young Park 한국식품영양과학회 2013 한국식품영양과학회 학술대회발표집 Vol.2013 No.11

Kochujang (Korean fermented red pepper paste) Attenuates High Fat Diet-Induced Obesity by Regulating Lipid Metabolism

Fang-Fang Liu,Jae-Hoon Seo,Jeung-Ha Kil,Kun-Young Park 한국식품영양과학회 2014 한국식품영양과학회 학술대회발표집 Vol.2014 No.10

Nitrogen removal and metabolic pathways of nitrifying coal ash propelled by temperature change under high nitrogen loading

Fang Liu,Xin Zhao,Chengjian Liu,Xiaomin Hu 대한환경공학회 2023 Environmental Engineering Research Vol.28 No.5

Preventive Effects of Colon Colitis in Balb/c Mice by Doenjang Prepared with Starters and Bamboo Salts

Fang-Fang Liu,Min-kyeng Choi,Min-Woo Jeong,Kun-Young Park 한국식품영양과학회 2013 한국식품영양과학회 학술대회발표집 Vol.2013 No.11

The promoter of fatty acid desaturase on chromosome C5 in Brassica napus drives high-level expression in seeds

Fang Liu,Guiluan Wang,Ruiyang Liu,Chunyun Guan 한국식물생명공학회 2016 Plant biotechnology reports Vol.10 No.6

The gene fatty acid desaturase 2 (FAD2) exists in multiple copies in the Brassica napus genome and encodes an enzyme that catalyzes the conversion of oleic acid to linoleic acid. In the present study, we characterized the regulatory region controlling the expression of an FAD2 gene located on chromosome C5 of Brassica napus and named it BnFAD2-C5. A long intron was found within the 50-untranslated region (50-UTR) of the BnFAD2-C5 gene. This intron, compared with an intron-less control, conferred up to a sixfold increase in green fluorescent protein (GFP) expression in transgenic Arabidopsis, thus suggesting that it makes function through intron-mediated enhancement. The sequence containing the promoter and intron was identified to promote high levels of gene expression in genital organs, particularly in seeds, using qRT-PCR and transgenic Arabidopsis. We identified the different promoter regions responsible for the tissuespecific gene expression through a deletion analysis of the BnFAD2-C5 promoter and a b-glucuronidase and GFP reporter system. The results showed that the -1020 to -319 bp region primarily controls BnFAD2-C5 gene expression in the root, whereas the -1020 to -581 bp region controls expression in the stem, the -581 to -319 bp region controls expression in the leaf, and the -1257 to -1020 bp region probably controls expression in the floral parts. The -319 to -1 bp region is also important, conferring high-level transcription in the seeds. The transcription of BnFAD2-C5 could be induced by salicylic acid and jasmonic acid, and the relative response elements were identified in the -1257 to -1020 bp region and -319 to -1 bp region, respectively.

Anticancer Effects of Kochujang (Korean fermented red pepper paste) on Azoxymethane (AOM)/Dextran Sulfate Sodium (DSS) Induced Colitis-related Colon Cancer in C57BL/6J Mice

Fang-Fang Liu,Jae-Hoon Seo,Kun-Young Park 한국식품영양과학회 2014 한국식품영양과학회 학술대회발표집 Vol.2014 No.10

Identification of QTLs associated with the anaerobic germination potential using a set of Oryza nivara introgression lines

Licheng Liu,Xiaoxiang Li,Sanxiong Liu,Jun Min,Wenqiang Liu,Xiaowu Pan,Baohua Fang,Min Hu,Zhongqi Liu,Yongchao Li,Haiqing Zhang 한국유전학회 2021 Genes & Genomics Vol.43 No.4

Background Rice (Oryza sativa L.) is an important crop and a staple food for half of the population around the world. The recent water and labor shortages are encouraging farmers to shift from traditional transplanting to direct-seeding. However, poor germination and slow elongation of the coleoptile constrains large-scale application of direct-seeding. Objective Thisstudy was aimed to investigate the genetic basis of the anaerobic germination(AG) potential using a set of Oryza nivara (O. nivara) introgressionlines (ILs). Methods Inthis study, a total of 131 ILs were developed by introducing O. nivara chromosomesegments into the elite indica rice variety 93-11 through advanced backcrossingand repeated selfng. A high-density genetic map has been previouslyconstructed with 1,070 bin-markers. The seeds of ILs were germinated and usedto measure coleoptile length under normal and anaerobic conditions. QTLsassociated with AG potential were determined in rice. Results Basedon the high-density genetic map of the IL population, two QTLs, qAGP1 and qAGP3 associated with AG tolerance were characterized and locatedon chromosomes 1 and 3, respectively. Each QTL explained 15% of the phenotypic variance.Specifcally, the O. nivara-derived chromosomesegments of the two QTLs were positively tolerance to anaerobic condition byincreasing coleoptile length. In a further analysis of public transcriptomedata, a total of 26 and 36 genes within qAGP1 and qAGP3 were transcriptionallyinduced by anaerobic stress, respectively. Conclusions Utilizationof O. nivara-derived alleles at qAGP1 and qAGP3 can potentially enhance tolerance to anaerobic stress at thegermination stage in rice, thereby accelerating breeding of rice varieties tobe more adaptative for direct-seeding.

가격복잡성, 소비자혼란 및 쇼핑피로감에 기반한 온라인 호텔 예약 지연

류팡팡(Fang-Fang Liu),설훈구(Hoon-Ku Sul) 한국관광학회 2024 관광학연구 Vol.48 No.2

중국에서 지속적으로 증가하고 있는 모바일 호텔예약 앱들은 사용자들에게 폭넓은 숙박 옵션과 다양한 가격대를 제공하나, 가격의 복잡성과 정보 과다로 인해 사용자의 혼란을 야기하고 결정을 미루게 만들고 있다. 이에 대응하여, 모바일 예약 서비스 제공자들은 소비자의 혼란을 완화하고 예약 절차를 단순화하여 소비자 만족도를 높이고 장기적인 소비자 유지를 도모할 수 있는 전략을 개발하고 실행할 필요성이 대두되고 있다. 이러한 배경에서 이 연구는 중국 모바일 호텔예약 앱 서비스 환경에서 가격복잡성, 소비자혼란, 쇼핑피로감 및 구매지연 사이의 영향관계를 살펴보았으며, 특히 이러한 영향 관계에서 쇼핑피로감의 매개효과, 예약경험의 조절효과와 조절된 매개효과에 대해 실증적 검정을 수행하였다. 연구를 위해 중국 모바일 호텔예약 앱을 이용하여 호텔을 예약한 경험이 있는 사용자를 대상으로 온라인 설문 조사를 진행하였으며, 305명의 유효한 표본을 최중 분석에 활용하였다. 연구 결과, 첫째, 중국 모바일 호텔예약 앱 서비스의 가격복잡성과 소비자혼란은 모두 쇼핑피로감과 구매지연에 유의한 정적 영향을 미친 것으로 나타났다. 둘째, 소비자의 쇼핑피로감이 구매지연에 정적 영향을 미치며, 가격복잡성, 소비자혼란, 및 구매지연 사이의 관계에서 쇼핑피로감이 부분적 매개효과를 가지는 것으로 확인되었다. 마지막으로, 소비자혼란과 구매지연 간의 관계에서 예약경험이 조절역할과 조절된 매개역할을 수행한다는 점이 밝혀졌다. 이러한 연구 결과는 호텔예약 앱이 가격 정보의 명확성과 비교의 용이성을 향상시켜야 하며, 사용자 맞춤형 서비스와 신속한 반응으로 소비자의 혼란과 피로감을 경감시키는 전략이 필요함을 제시한다. 이 연구는 호텔예약 분야의 이해와 지식을 확장하고 실질적인 문제의 해결 방안을 마련하는 데 있어 중요한 기여를 할 것으로 기대된다. In China, the rapid expansion of mobile hotel reservation apps has led to an information overload, resulting in pricing complexity, user confusion, and subsequent booking delays. In the context of mobile hotel booking app services in China, this study empirically examined the relationships between price complexity, consumer confusion, shopping fatigue, and purchase delay. Additionally, it also tested the mediating effect of shopping fatigue and both the moderating and the moderated mediation effects of reservation experience on these relationships. To this end, an online survey targeting Chinese consumers with an experience of booking hotels using mobile apps in China was carried out, and a total of 305 valid responses were analyzed. The key findings are as follows. Firstly, both the price complexity and consumer confusion exerted positive impacts on shopping fatigue and purchase delay. Secondly, shopping fatigue positively impacted purchase delay. Furthermore, shopping fatigue partially mediated the relationship between price complexity, consumer confusion, and purchase delay. Finally, reservation experience significantly influenced the relationship between consumer confusion and purchase delay, serving as a moderating factor and as a moderated mediating factor. The findings of this study can help enrich the understanding and knowledge base in the hotel reservation domain and devise practical and effective solutions to tackle related challenges.

Discovery of Chitin Deacetylase Inhibitors through Structure-Based Virtual Screening and Biological Assays

( Yaodong Liu ),( Sibtain Ahmed ),( Yaowei Fang ),( Meng Chen ),( Jia An ),( Guang Yang ),( Xiaoyue Hou ),( Jing Lu ),( Qinwen Ye ),( Rongjun Zhu ),( Qitong Liu ),( Shu Liu ) 한국미생물생명공학회 2022 Journal of microbiology and biotechnology Vol.32 No.4

Chitin deacetylase (CDA) inhibitors were developed as novel antifungal agents because CDA participates in critical fungal physiological and metabolic processes and increases virulence in soil-borne fungal pathogens. However, few CDA inhibitors have been reported. In this study, 150 candidate CDA inhibitors were selected from the commercial Chemdiv compound library through structure-based virtual screening. The top-ranked 25 compounds were further evaluated for biological activity. The compound J075-4187 had an IC50 of 4.24 ± 0.16 μM for AnCDA. Molecular docking calculations predicted that compound J075-4187 binds to the amino acid residues, including active sites (H101, D48). Furthermore, compound J075-4187 inhibited food spoilage fungi and plant pathogenic fungi, with minimum inhibitory concentration (MIC) at 260 μg/ml and minimum fungicidal concentration (MFC) at 520 μg/ml. Therefore, compound J075-4187 is a good candidate for use in developing antifungal agents for fungi control.