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ANTECEDENTS OF THE PERCEIVED EMOTIONAL COST OF SWITCHING: EVIDENCE FROM THE JAPANESE TABLET MARKET
Sumita Sarma,Mark E. Parry,Xiaoming Yang 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Existing studies of Japanese consumers have emphasized the importance of collectivism and risk aversion in Japanese culture. In this paper we examine the relationship between these constructs in new product adoption decisions that involve brand switching. We argue that, for Japanese consumers, the perceived emotional risk of adoption is related to (1) the degree to which a consumer identifies with the brand of his or her current product and (2) the perceived performance, financial, and social risks of switching to an alternative product. We further hypothesize that perceived social risk is positively related to brand identification, perceived performance risk, and perceived financial risk. Finally, we hypothesize that financial risk is positively related to performance risk. We test our hypotheses using data collected in Japan in June 2015. Questionnaire items were adapted from existing, well-validated scales. The Japanese version of the questionnaire was developed by using the standard double translation procedure. The Japanese version of the questionnaire was administered by a marketing research firm to a national panel of respondents stratified by age and gender. The resulting sample consisted of 518 iPad owners from across Japan, of whom approximately half were men. Within each gender category, approximately half of the respondents intended to purchase a new tablet within the next 12 months. Following established SEM procedures, we began by estimating a confirmatory factory analysis model, after which we estimated a structural equation model. In each case, the estimated model satisfied standard evaluation criteria. In general, our findings provide support for the hypothesized model. First, Perceived Performance Risk was positively related with Financial Risk, Social Risk, and Emotional Risk. Second, Financial Risk was positively related with Social Risk. Third, Social Risk was positively related with Emotional Risk. Fourth, Brand Identification was positively related with Social Risk and Emotional Risk. The one hypothesized linkage that was not supported was the relationship between Financial Risk and Emotional Risk. A comparison of coefficient magnitudes reveals several important findings. First, in the Social Risk equation, the coefficient of Performance Risk is significantly larger than the Brand Identification coefficient. Second, within the Emotional Risk equation, the coefficient of Performance Risk is significantly larger than the coefficients of Brand Identification and Financial Risk. Similarly, the coefficient of Social Risk is also significantly larger than the coefficients of Financial Risk and Social Risk.
( Sumita Subedi ),이건형 한국공업화학회 2020 한국공업화학회 연구논문 초록집 Vol.2020 No.-
Mercury is a highly poisonous element and widespread pollutant, occurring from natural and anthropogenic sources. Organic forms of mercury, typically, methylmercury species (CH3HgX; X = halides, etc.) are much more toxic than inorganic mercury species because of their lipid solubility. In this work, we have designed three dansyl-based “turn-on” fluorescent probes which showed remarkable enhanced fluorescence intensity in the presence of Hg2+ and CH3Hg+. This fluorescent probes specific for mercury and methylmercury ions were synthesized on the basis of displacement reaction of arylboronic acid with mercury species. All three probes showed high selectivity towards Hg2+ and CH3Hg+over a wide range of metal ions in aqueous buffer solution. One of the probes exhibited promising fluorescent sensing property because of its high sensitivity and fast response.
Effect of Thidiazuron (TDZ) on In vitro Regeneration of Blackgram (Vigna mungo L.) Embryonic Axes
Sumita Acharjee,Pratap Jyoti Handique,Kumar Sarmah 한국작물학회 2012 Journal of crop science and biotechnology Vol.15 No.4
Regeneration has been achieved in blackgram (Vigna mungo) using thidiazuron (TDZ) in the culture medium. The explanted cotyledon with wounded embryonic axes produced the highest number (9.75-10.45) of healthy, elongated shoots when cultured on shoot bud regeneration medium (SRI) composed of 2 μM BAP, 2 μM KIN, 2 μM TDZ, and 0.5 μM NAA followed by multiple shoot regeneration (SRII) medium containing 2 μM BAP, 2 μM KIN, and multiple shoot elongation (SE) medium (0.5 μM of BAP + 0.5μM of KIN). The presence of TDZ in combination with BAP and NAA in the SRI medium for one sub-culture cycle (10 - 14 days)significantly increases formation of multiple shoot buds per explant. Independent, healthy shoots obtained were selected for both in vitro rooting and grafting. Establishment of plantlets in the soil was highest (80 - 100%) in the case of in vitro rooted compared to grafted shoots (40%). The protocol appears to be competent to Agrobacterium-meditated transformation with ‘gus’ as a reporter gene. PCR analysis of the T0 and T1 progenies showed the presence and transmission of the transgene. We document here the regeneration and transformation of blackgram using cotyledons with wounded embryonic axes and the protocol appears to be suitable for genetic transformation of blackgram.
Synergy in Voice and Lip Movement for Automatic Person Recognition
Sumita Nainan,Vaishali Kulkarni 대한전자공학회 2019 IEIE Transactions on Smart Processing & Computing Vol.8 No.4
Biometric systems for automatic person recognition (APR) require stringent accuracy parameters. Unimodal systems based on single biometric traits, however, have issues with limited flexibility, noisy data, and intra-class variations, and they are prone to spoof attacks. They hence do not yield the desired accuracy. Multimodal biometric systems compensate for these limitations to a certain extent. This paper attempts to present a novel multimodal biometric framework by combining text-independent voice with the accompanied lip movements as the two biometric traits. Mel frequency cepstral coefficient (MFCC) features are extracted from the voice modality, and a histogram of oriented gradients (HOG) is extracted from the lip movements. Vector quantization (VQ) and the Gaussian mixture model (GMM) are the classifiers employed to create models of the training data. Open-set and closed-set identification techniques are implemented to obtain the APR performance parameters for individual traits. The summation rule (sum rule) was applied to the decisions obtained for individual traits in order to implement a multimodal biometric framework. An accuracy of 98% for the APR was achieved, which is an improvement of almost 15% on the results obtained using individual biometric traits.
Effect of Thidiazuron (TDZ) on In vitro Regeneration of Blackgram (Vigna mungo L.) Embryonic Axes
Acharjee, Sumita,Handique, Pratap Jyoti,Sarmah, Bidyut Kumar 한국작물학회 2012 Journal of crop science and biotechnology Vol.15 No.4
Regeneration has been achieved in blackgram (Vigna mungo) using thidiazuron (TDZ) in the culture medium. The explanted cotyledon with wounded embryonic axes produced the highest number (9.75-10.45) of healthy, elongated shoots when cultured on shoot bud regeneration medium (SRI) composed of 2 ${\mu}M$ BAP, 2 ${\mu}M$ KIN, 2 ${\mu}M$ TDZ, and 0.5 ${\mu}M$ NAA followed by multiple shoot regeneration (SRII) medium containing 2 ${\mu}M$ BAP, 2 ${\mu}M$ KIN, and multiple shoot elongation (SE) medium (0.5 ${\mu}M$ of BAP + 0.5 ${\mu}M$ of KIN). The presence of TDZ in combination with BAP and NAA in the SRI medium for one sub-culture cycle (10 - 14 days) significantly increases formation of multiple shoot buds per explant. Independent, healthy shoots obtained were selected for both in vitro rooting and grafting. Establishment of plantlets in the soil was highest (80 - 100%) in the case of in vitro rooted compared to grafted shoots (40%). The protocol appears to be competent to Agrobacterium-meditated transformation with 'gus' as a reporter gene. PCR analysis of the $T_0$ and $T_1$ progenies showed the presence and transmission of the transgene. We document here the regeneration and transformation of blackgram using cotyledons with wounded embryonic axes and the protocol appears to be suitable for genetic transformation of blackgram.