Research on the Influence of Live e-Commerce Broadcasting on Consumer Purchase Intention Based on Content Marketing

Mingli Hu(Mingli Hu),Yeong-Gil Kim(Yeong-Gil Kim),Jungwoo Park(Jungwoo Park) The International Academy of Global Business and T 2023 The International Academy of Global Business and T Vol.19 No.4

Purpose – In recent years, e-commerce live broadcasting has received attention from theoretical scholars and practical experts for its online interactive promotional capabilities. In the context of e-commerce live streaming, this article provides new ideas for exploring the logic of content marketing by exploring the paths of various dimensions of e-commerce live streaming content marketing on consumer purchase intention, and clarifying the interrelationships among the variables. Design/Methodology/Approach – Based on SOR theory, this article takes content marketing as the entry point to explore the influence mechanism of e-commerce live content marketing on consumer purchase intention from the perspective of consumers. Empirical data were obtained through questionnaires; 393 valid samples were analyzed using SPSS26 and AMOS26 tools, and research hypotheses were verified using structural equation modeling. Findings – The four dimensions of content marketing, functionality, entertainment, emotion, and interactivity can positively influence consumer purchase intention to varying degrees. Content marketing positively influences perceived value, perceived value positively influences purchase intention, and perceived value partially mediates the relationship between content marketing and purchase intention. Research Implications – This study reveals the mechanism of the influence of e-commerce live content marketing on consumer purchase intention, provides guidance for live anchors and e-commerce sellers, and, at the same time, helps consumers understand themselves and make more rational consumption decisions.

Zebra-Crossing Automatic Recognition and Early Warning for Intelligent Driving

Mingli Yang,Hua Shi,Yihui Chen,Xiangjin Ran,Chunhui Xu 보안공학연구지원센터 2016 International Journal of Signal Processing, Image Vol.9 No.8

Zebra-crossing Recognition is one of the essential parts of the visual based intelligent vehicle navigation or intelligent driving assistant system. In order to address the real-time and robustness, Zebra-crossing Recognition Method which is based on spatial-temporal correlation has been proposed. Firstly, calibrate a camera mounted on the vehicle by a practical method. Then, according to the prior knowledge such from GPS etc, a judgment whether it's in the Crossing area is made. Next, utilize the bipolar property of Zebra-crossing to extract features. Finally, the recognition results are obtained according to the model constraints. In this paper, proposed methods can improve real time identification of the zebra line by using spatial correlation, reduce the cost of recognition and lower errors during identification. The method overcomes some disadvantages of traditional identification approaches based upon video recognition, for instance higher cost and errors.

The relationship between reinforcing index and flexural parameters of new hybrid fiber reinforced slab

Mingli Cao,Chaopeng Xie,Li Li,Mehran Khan 사단법인 한국계산역학회 2018 Computers and Concrete, An International Journal Vol.22 No.5

In this paper, a new hybrid fiber system (NHFS) is investigated for the application of slab. The steel fiber, polyvinyl alcohol (PVA) fiber and calcium carbonate (CaCO3) whisker is added to form NHFS. The four-point bending test is carried out on the flexural properties of slab with plain, steel fiber, traditional hybrid fiber system (THFS) and NHFS reinforced cementitious composites. The flexural behavior is evaluated by ASTM C1018-97, JCI-SF4 and post-crack strength (PCS) technique. The evaluation parameters of flexural toughness such as toughness index (TI), equivalent flexural strength (EFS) and PCS are determined. The size of slab specimens is 15 mm (thickness)×50 mm (width)×200 mm (length). The results show that adding CaCO3 whisker to THFS can significantly improve the flexural strength, TI, EFS, PCS of the slab. The empirical relation between reinforcing index (RIv) and flexural parameters show that flexural parameters of slabs increase first and then decrease; which indicates that optimum RIv values can be helpful in the considering the mix design of steel-PVA fibers-CaCO3 whisker composites for achieving the desired flexural-related properties. The scanning electron microscopy is performed to observe the micro-morphological characteristics of the fracture surface, which proved the positive hybrid effect among the different fibers in cementitious composites. The NHFS can arrest the generation and propagation of the crack from micro to macro level.

Relations between rheological and mechanical properties of fiber reinforced mortar

Mingli Cao,Li Li,Ling Xu 사단법인 한국계산역학회 2017 Computers and Concrete, An International Journal Vol.20 No.4

Fresh and hardened behaviors of a new hybrid fiber (steel fiber, polyvinyl alcohol fiber and calcium carbonate whisker) reinforced cementitious composites (HyFRCC) with admixtures (fly ash, silica fume and water reducer) have been studied. Within the limitations of the equipment and testing program, it is illustrated that the rheological properties of the new HyFRCC conform to the modified Bingham model. The relations between flow spread and yield stress as well as flow rate and plastic viscosity both conform well with negative exponent correlation, justifying that slump flow and flow rate test can be applied to replace the other two as simple rheology measurement and control method in jobsite. In addition, for the new HyFRCC with fly ash and water reducer, the mathematical model between the rheological and mechanical properties conform well with the quadratic function, and these quadratic function curves are always concave upward. Based on mathematical analysis, an optimal range of rheology/ flowability can be identified to achieve ideal mechanical properties. In addition, this optimization method can be extended to PVA fiber reinforced cement-based composites.

Research of Service Industry’s Customer Satisfaction Maximization Problem based on Multi-objective Programming Model

GuangyuYang,MingLi 보안공학연구지원센터 2014 International Journal of u- and e- Service, Scienc Vol.7 No.5

Customer satisfaction is an important factor for service-oriented enterprises to increase their competitive ability. Finding a good method to assign the finite service personnel with different service capabilities to different customers so as to maximize customer satisfaction is crucial for these enterprises. In this paper, we construct a multi-objective programming model with the method of fuzzy analytic hierarchy process and obtain the maximum of customer satisfaction by assigning service personnel according to the requirement of different customers. It is proved that the model is practical and operational by a specific example.

Optical properties of Ag@cicada wing substrate deposited by Ag nanoparticles

Wang Mingli,Yan Xiaoya,Shi Guochao,Shang Zubin,Zhang Anqi,Ma Wanli 한국물리학회 2020 Current Applied Physics Vol.20 No.11

In this paper, Ag nanoparticles were deposited on Ag@cicada wing array by using the cicada wings as templates to study its optical properties, including surface enhanced Raman scattering (SERS), polarization and surface enhanced fluorescence (SEF). The nanogaps between adjacent conical protrusion can be well dominated by adjusting the sputtering time and the optimal substrate AgNPs@Ag@cicada wing arrays have a noteworthy enhancement of SERS signal. Characterization of the prepared optimal substrate certified that it possesses the excellent SERS performances. Basically consistent SERS signal strength at the different polarization angles of the optimal substrate indicates that its polarization-independence. The SEF spectra shows that the optimal substrate has a slightly lower and unstable enhancement at this initial stage of repeated examination due to the weak adhesion between the Ag@cicada wing arrays and Ag nanoparticles. The outstanding optical properties indicate that it has enormous potential in the label-free detection and biological analytes determination.

Subcarrier Assignment and Power Allocation for Preference-Aware Multicast Services in Active Array Aided LTE Networks

CHU, Mingli,YANG, Qinghai,KWAK, Kyung Sup 'Institute of Electronics, Information and Communi 2016 IEICE TRANSACTIONS ON COMMUNICATIONS - Vol.eb99 No.6

Diet control to achieve euglycemia induces significant loss of heart and liver weight via increased autophagy compared with ad libitum diet in diabetic rats

이준호,이주한,Mingli Jin,한상돈,전규락,김익희,김성국,김성영,최수봉,노연희,Mingli Jin 생화학분자생물학회 2014 Experimental and molecular medicine Vol.46 No.-

Intensive glucose control increases the all-cause mortality in type 2 diabetes mellitus (T2DM); however, the underlying mechanisms remain unclear. We hypothesized that strict diet control to achieve euglycemia in diabetes damages major organs, increasing the mortality risk. To evaluate effects on major organs when euglycemia is obtained by diet control, we generated a model of end-stage T2DM in 13-week-old Sprague-Dawley rats by subtotal pancreatectomy, followed by ad libitum feeding for 5 weeks. We divided these rats into two groups and for the subsequent 6 weeks provided ad libitum feeding to half (AL, n¼12) and a calorie-controlled diet to the other half (R, n¼12). To avoid hypoglycemia, the degree of calorie restriction in the R group was isocaloric (g per kg body weight per day) compared with a sham-operated control group (C, n¼12). During the 6-week diet control period, AL rats ate three times more than rats in the C or R groups, developing hyperglycemia with renal hyperplasia. R group achieved euglycemia but lost overall body weight significantly compared with the C or AL group (49 or 22%, respectively), heart weight (39 or 23%, respectively) and liver weight (50 or 46%, respectively). Autophagy levels in the heart and liver were the highest in the R group (Po0.01), which also had the lowest pAkt/Akt levels among the groups (Po0.05 in the heart; Po0.01 in the liver). In conclusion, glycemic control achieved by diet control can prevent hyperglycemia-induced renal hyperplasia in diabetes but may be deleterious even at isocaloric rate when insulin is deficient because of significant loss of heart and liver mass via increased autophagy.

Antioxidant and Antigenotoxic Activities of Ethanol Extracts from Rhus chinensis Mill Leaves

Zhenyu Qiu,Mingli Tang,Guanjun Deng,Hao Yang,Xuan Zhang,Shengwei Huang,Lifang Wu 한국식품과학회 2014 Food Science and Biotechnology Vol.23 No.4

Ethanol extracts were obtained from Rhuschinensis Mill (RCM) leaves and used for antioxidant andantigenotoxic activity assays. IC50 values in DPPH assayswere 15.96, 18.83, 20.43, 27.93, 37.43, 46.21, and 141.84μg/mL for TPP, IPE, LLE, Vc, CE, BHT, and Trolox. Similar results were obtained using ABTS and FRAPassays. In vivo testing showed strong antioxidant activitiesthat were positively correlated with polyphenol contents. Leaf tissue contained abundant polyphenols, and more than10 phenolic compounds were detected in extracts. Quantitative results showed that quercetin-3-rhamnoside(26.4±0.76 mg/g of extract) was the most abundantingredient, followed by hyperoside (15.2±0.42 mg/g ofextract), quercetin (1.5±0.07mg/g of extract), and kaempferol(0.48±0.05 mg/g of extract). This study increases theknowledge for possible uses of forest by-products as asubstitute for gallnuts.

Nanoflower-like Ag/AAO SERS platform with quasi-photonic crystal nanostructure for efficient detection of goat serum

Guochao Shi,Mingli Wang,Yanying Zhu,Xiaoya Yan, Siye Pan,Siye Pan,Anqi Zhang 한국물리학회 2019 Current Applied Physics Vol.19 No.11

An effective SERS-based detection method has been developed to quantitatively diagnose the goat serum which overcomes the problem of diffusion limitation in traditional heterogeneous immunoassay. In this work, the ultrasensitive silver/anodic aluminum oxide (Ag/AAO) SERS platform was explored via magnetron sputtering which can precisely control the sample morphology and intergap distances. Results indicated that the localized surface plasmon resonance (LSPR) effect was sharply strengthened as the sub-10 nm nanogaps generated and the enhancement factor (EF) for crystal violet (CV) was calculated to be 3.677×107. This novel Ag/AAO substrate with substantial “hot spots” exhibited high SERS sensitivity which could obtain extremely low limits of detection (LOD) of 10−12M for CV. Importantly, this SERS platform was employed to detect goat serum and reached a LOD at 1 ng/μl. As a nondestructive detection technique, our SERS-based methodology required small sample quantity which expected to achieve more biomolecular detection.