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황혜진 성균관대학교 2008 국내석사

A Conjoint Analysis of Chinese Mobile Payment: Heavy and Light Users

임혜정 성균관대학교 일반대학원 2016 국내석사

Along with the mobile commerce market’s rise and an increasing number of smart phone users, the mobile payment industry grows rapidly. In the past few years, Chinese mobile payment industry has achieved rapid development and has become the biggest market worldwide. This research aims to assess the relative importance that Chinese consumers attach to different attributes of mobile payment and further compare the differences between heavy and light users. By conducting a conjoint analysis using 206 valid questionnaires, we found that location based service is considered as the most significant attributes and the most attractive mobile wallet is one available in both department and convenience stores with financial transaction function and provide local life O2O services and customized electronic bills analysis functions. The results also showed significant differences between heavy and light users. While heavy users prefer hedonic attributes, light users consider utilitarian attributes more attractive. Additionally, from the results of discriminant analysis, we derived discriminant equations for heavy and light shoppers.

Competitive Marketing Strategy for O2O Platform Business: New Entrance Strategy

이민환 성균관대학교 일반대학원 2017 국내박사

With the growth of Uber and Airbnb, a variety of O2O services are emerging, suggesting new value creation, and these O2O services have a great effect on the structure of existing industries, breaking down boundaries between industries. O2O services, including the sharing economy, are growing and creating new markets as the acceptance rate of O2O services is gradually increasing among consumers. Especially in China, the O2O market has developed rapidly, showing huge market size and a high growth rate, with new entrants free to enter and exit the market. However, although research on O2O service has increased greatly during the formation and development of this new business model, marketing strategies for O2O service remain to be studied. In this research, we explored what strategy should be used when new entrants enter the market against the background of China’s O2O market condition. Specifically, we examined how new entrants should use marketing strategies that emphasize service attributes to enter or penetrate the market. In this study, the service type consists of experience and credence services, and the service attribute type distinguishes alignable and nonalignable attributes. We analyzed our empirical results using structural alignment theory and the defender model. We find that offline service is more effective in determining the type of O2O service than online service: a supplier that provides an actual product or service has more influence than one who does not on consumer perception formation in the O2O service structure. In addition, alignable attributes are more important for experience services, and nonalignable attributes are more important for credence services. Simulation study results show that using a marketing strategy that emphasizes alignable attributes for experience services and nonalignable attributes for credence services generates higher market share. Our examination of competitive marketing strategies for O2O platform businesses provides the following implications and contributions. We first classify the types of O2O service, proposing a new classification method, and the results show that the importance of alignability (based on the possibility of comparing attributes) differs by service type. Our results also widen knowledge about attack strategies and provide normative suggestions for new entrants by inspecting successful strategies for market entry and market penetration in the potential service market. This research has some limitations: we concentrate not on theory development but on theory testing and application. We do not cover the entire O2O service market, only experience and credence services, and we look at the O2O service system from a top-down perspective. Given those limitations, we perceive a need for additional research in the O2O service sector and suggest additional research directions for O2O service marketing strategy. 우버와 에어비앤비의 성장으로 새로운 가치를 제안하는 다양한 O2O 서비스들이 크게 증가하고 있다. 이러한 O2O 서비스들은 기존의 산업 구조에 큰 영향을 미치고 산업간의 경계를 무너뜨리고 있다. 공유경제를 포함하는 O2O서비스는 크게 증가하고 있으며, 새로운 시장을 만들어가고 있는 다양한 O2O서비스가 증가함으로 인해 소비자들의 O2O 서비스에 대한 수용도 역시 점진적으로 증가하고 있다. 특히 중국 시장은 일찍이 O2O 시장이 급격히 발전되어 시장규모가 크고 시장성장률 또한 높아 신규진입자의 시장에 대한 진입과 퇴출이 빈번하게 발생하고 있다. 하지만 새로운 비즈니스 모델인 O2O 시장의 형성과 발전에도 불구하고 O2O 서비스에 대한 연구가 크게 증가하고 있지만, O2O 서비스의 마케팅 전략에 대한 연구가 부족하고 연구될 필요성을 가지고 있다. 이 연구는 중국의 O2O 시장 환경을 배경으로 신규진입자가 시장에 진출할 때에 어떠한 공격전략을 사용하는지에 대하여 살펴보았다. 구체적으로 신규진입자가 시장에 진입하거나 침투하기 위한 마케팅전략을 수립할 때 어떠한 서비스 속성을 강조해야 하는 지에 대하여 살펴보았다. 본 연구에서는 서비스 유형을 경험서비스와 신뢰서비스로 분류했고, 서비스 속성의 유형은 정렬 가능한 속성과 정렬 가능하지 않은 속성으로 구분하였다. 구조적 정렬 이론과 디펜더 모델을 활용한 분석을 통해서 실증결과를 도출하였다. 연구결과, O2O 서비스의 유형을 결정짓는데 오프라인 서비스가 온라인 서비스보다 크게 작용하는 것으로 나타났고, O2O 서비스 구조 상 실제적으로 제품이나 서비스를 제공하는 공급자가 소비자의 지각 형성에 큰 영향을 주는 것으로 나타났다. 또한 서비스 유형에 따라 경험서비스에서는 정렬 가능한 속성이 중요하고, 신뢰서비스에서는 정렬 가능하지 않은 속성이 더 중요한 것으로 나타났다. 또한 시뮬레이션 연구 결과도 경험서비스에서는 정렬 가능한 속성을 강조한 마케팅전략을 활용할 때, 신뢰서비스에서는 정렬 가능하지 않은 속성을 강조한 마케팅전략을 활용할 때 더 높은 시장점유율을 갖는 것으로 나타나, 시장에 진입하거나 침투하기 위해서는 위와 같은 전략이 더 효과적이라는 결과를 나타냈다. O2O 플랫폼 비즈니스에서 마케팅 경쟁전략을 살펴보는 것은 다음과 같은 시사점과 공헌점을 제안할 수 있다. 먼저, 본 연구는 O2O 서비스의 유형을 구분하기 위한 첫 시도를 하였고 O2O 서비스 분류방법에 대해서 제안하였다. 다음으로 서비스 유형에 따라 비교가능성에 기반한 정렬가능성이 다르게 나타남을 확인하였다. 또한 이러한 결과들은 잠재적인 서비스 시장에 진출하거나 침투하기 위한 공격전략을 살펴봄으로써 기존의 공격전략의 지식체계를 넓혔고, 신규 진입자에게 규범적인 제안을 제공할 수 있다는 데에서 의의가 있다. 이 연구는 신규 모델을 개발하지 않고 기존의 이론을 검증하거나 적용한 데 그쳤고, 경험서비스와 신뢰서비스만을 고려하여 전체 O2O 서비스를 다루지 않고, O2O 서비스의 위계구조를 Top-down의 관점에서 바라보았다는 한계점을 가지고 있다. 이러한 한계점에 기반하여 O2O 서비스 마케팅전략에 대한 추가적인 방향성을 제시하면서 O2O 서비스 분야에 대한 향후 연구에 대한 필요성을 제언했다.

Factors affecting the intention to use emoticons: An application of TAM to WeChat

이사사 성균관대학교 일반대학원 2015 국내석사

With the rapid evolution of mobile technologies and the increasing diffusion of wireless network, small emoticons in instant messengers burst enormous potential. As the biggest instant messenger in China, WeChat also has the emoticons to attract more users. This research investigates the influential factors on usage intention of WeChat emoticons by online questionnaire. Based on the existing literature and characteristics of WeChat, this research extends the TAM model and combines the lifestyle theory to explain the WeChat usage behavior. By analyzing the 1016 valid questionnaires, perceived usefulness, perceived ease of use, perceived entertainment and subjective norm have positive effect on WeChat users’ usage attitude of WeChat emoticon and further to effect on the usage intention. The results showed that the influential factors of usage intention of different lifestyle are different. The ‘fashion’ lifestyle has more positive effect on the perceived ease of use and the usage attitude, whereas the people of ‘value’ lifestyle more focus on the usefulness of WeChat emoticons. These findings provide a reference for developers to attract more potential users and seize more value from emoticon business.

Alignable or Non-alignable Attributes in Chinese Online Vacation Service

XU LEI 성균관대학교 일반대학원 2019 국내석사

With the economic growth, Chinese online vacation market is rapidly developing and consumers’ choice preference is undergoing huge change. The purpose of this study is to understand the consumption behaviors of Chinese online vacation consumers and to explore the importance differences of alignable and non-alignable attributes between different consumer segmentations. By collecting data on Chinese consumers who have purchased online vacation services or have the willingness to purchase in the near future and using the choice-based conjoint analysis, we can present the following research results. Firstly, we examined the structural alignment theory that consumers focus more on alignable attribute than non-alignable attribute when choosing experience service. The results in present study in the context of Chinese online vacation market are consistent with the theory. Secondly, it shows purchasing experience could differentiate the preference of consumers which makes a significant difference between inexperienced consumers and experienced consumers. Compared to experienced consumers, inexperienced consumers regard a higher value on non-alignable attribute. However, experienced consumers regard a higher value on alignable attribute than inexperienced consumers do. Thirdly, the results also suggest there is a significant difference between different generations in Chinese online vacation market. Post-80s more focus on non-alignable attribute than post-90s do, however, post-90s view alignable attribute more important than post-80s do. Although this study examined market strategy for online vacation services based on service attribute types, it has several limitations needed to be discussed. Firstly, the online vacation market could be divided into jaunt tour, inbound tour and outbound tour. In this study, it was viewed as a whole. In the future, it is necessary to explore the preference differences of consumers according to different sectors of the online vacation market. Secondly, this study explored the choice preference of different consumer segmentations based on purchasing experience and generation. Future research should extend the study to other categories (gender, region, income, etc.) to analyze the differences of preference during their decision-making process.

ZNF492 and GPR149 methylation patterns as prognostic markers for clear cell renal cell carcinoma: array-based DNA methylation profiling

김성민 충북대학교 2020 국내박사

목적: 본 연구는 환자 조직 표본의 마이크로 어레이 메틸화 분석을 이용하여 투명세포 신세포암의 새로운 메틸화 표지자를 찾아내고, 선별된 유전자의 예후 예측 능력을 평가하고자 하였다. 재료 및 방법: 암 특이 메틸화 표지자를 선별하기 위하여 본 기관의 투명세포 신세포암 표본 (n=12)의 마이크로 어레이 프로파일링과 암유전체아틀라스 (TCGA) 데이터 (n=160)를 이용하였다. 선별된 유전자의 예후 예측 능력은 독립된 TCGA 데이터 (n=153)를 이용하여 평가하였다. 타당성 검증을 위해 본 기관 (n=164) 및 타 독립기관 (n=117)의 투명세포 신세포암 조직 표본의 파이로시퀀싱 (PSQ) 분석을 시행하여 선별된 메틸화 표지자의 임상적 유용성을 평가하였다. 결과: 투명세포 신세포암에서 공통적으로 과메틸화를 보이는 22개의 CpG 섬 유전자 좌위를 찾아내었고, TCGA 데이터의 생존 분석을 통해 22개 중 단 4개의 유전자 좌위가 질병의 진행과 연관 되어 있음을 확인하였다. 내부 검증 코호트의 생존 분석을 통해, ZNF492와 GRP149 두 유전자 좌위의 과메틸화는 질병의 빠른 진행과 유의한 연관성이 있음을 확인하였다. 다변량 콕스 회귀 모델을 통해 ZNF492 [hazard ratio (HR), 5.44; P=0.001]와 GPR149 (HR, 7.07; P<0.001) 과메틸화가 암 진행의 독립적인 예측인자임을 확인하였다. 외부 검증 코호트 분석에서도 두 유전자의 메틸화는 불량한 예후의 독립적 예측인자였다. 결론: 본 연구를 통해 투명세포 신세포암 환자에서 새로운 메틸화 표지자로서 ZNF492와 GPR149의 발굴 및 예후적 가치를 증명하였다. Purpose: We aimed to identify novel methylation markers of clear cell renal cell carcinoma (ccRCC) using microarray methylation analysis and evaluate their prognostic relevance in patient’s samples. Materials and Methods: To identify cancer specific methylated biomarkers, microarray profiling of ccRCC samples from our institute (n=12) and The Cancer Genome Atlas (TCGA) portal (n=160) were utilized and prognostic relevance of candidate genes were tested in other part of TCGA date set (n=153). For validation, pyrosequencing (PSQ) analyses with ccRCC samples from our (n=164) and other independent institute (n=117) were performed and clinical utilities of selected biomarkers were examined. Results: We identified 22 CpG island loci that were commonly hypermethylated in ccRCC. Kaplan-Meier analysis of TCGA data indicated that only 4/22 loci were significantly associated with disease progression. In the internal validation set, Kaplan-Meier estimates showed that hypermethylation of two loci, ZNF492 and GPR149 was significantly associated with shorter time-to-progression. Multivariate Cox regression models revealed that ZNF492 [hazard ratio (HR), 5.44; P=0.001] and GPR149 (HR, 7.07; P<0.001) hypermethylation were independent predictors of tumor progression. Similarly, the methylation status of two genes were also significantly associated with poor outcomes in the independent external validation cohort. Conclusion: Novel methylation markers ZNF492 and GPR149 are independent prognostic indicators in ccRCC patients.

소에서 초음파 검사를 이용한 번식장애 정밀진단에 관한 연구

박희섭 전북대학교 대학원 2006 국내석사

Diagnosis on reproductive failures of dairy cows by ultrasonography was performed for 151 dairy cows. To diagnose types of reproductive failures, ultrasonography (SA 600, Medison, 5.0 MHz rectal linear transducer) was carried out in combination with rectal examination. Of 151 dairy cows, pregnant cows were 13 and the cows in normal estrual cycle were 40 cows, thereby the cows with reproductive failures were 98 cows. 1. Of 98 cows with reproductive failures, the cows with ovarian diseases were 34 cows (34.7 %) and the cows with uterine diseases were 41 cows (41.8 %). 2. The diameter of follicle in proestrus was 1.94 cm and it was longer than that of follicle in diestrus (p<0.05). 3. The mean size of corpus luteum of pregnant cows was bigger than that of corpus luteum in normal diestrus (p<0.05). 4. The length of cystic corpus luteum was 3.26 and the width of that was 1.91 cm. The length of corpus luteum tissue was 1.95 and the width of that was 1.91 cm excluding the size of cavity in corpus luteum. 5. The mean length of follicular cyst was 3.31 and the mean width of that was 2.3 cm. 6. The mean length and width of luteal cyst was 3.45 and 2.25 cm, respectively. The mean length and width of corpus luteum tissue was 1.15 and 0.67 cm, respectively, excluding the size of cyst in the luteal cyst. 7. The width of uterine horn associated with endometritis was significantly reduced as the period after parturition was elapsed (p<0.05). The mean width of uterine horn within 40 days after parturition was 4.55 cm. These results indicated that ultrasonography is of great use for accurate diagnosis both on ovarian diseases and uterine diseases and that it is very effective to diagnose endometritis in dairy cows.

공연예술의 실감 기술 활용 현황과 전망 : 2020년 이후 국내 온라인 실감 공연 사례를 중심으로

정의성 서경대학교 대학원 2023 국내석사

COVID-19, which occurred in December 2019, has had a huge impact on our lives and society as a whole. COVID-19, which can be transmitted into the air, has caused great damage to Korea's performing arts industry, which has a high proportion of small performance halls. As the damage of offline performances accumulated due to social distancing, the performing arts industry began to broadcast performances through online platforms. Online broadcast performances grew in number, but there was inevitably a limit to giving the audience a sense of realism and immersion. Therefore, the performing arts industry began to incorporate Metaverse virtual technology into online performances. Metaverse is a space where you can engage in various social and cultural activities under an environment where you can create and interact with avatars in the virtual world using digital technology. Metaverse virtual technology includes VR(virtual reality), AR(augmented reality), MR(mixed reality), and XR(extended reality). Metaverse virtual technology not only gives a sense of realism and immersion to online performances, but also has the potential to embody various types of performances. The purpose of this study is to find out the current status and prospects of online virtual performances by analyzing how much the characteristics of performing arts, such as sense of realism, immediacy, and one-off, have been reflected in online virtual performances. Examples of performances were limited to domestic plays, dances, music, and musicals using virtual technology online from 2020 to 2022. There were a total of 11 performances, including 5 plays, 2 dances, 3 music, and 1 musical. The virtual technology used in the performance were seven VR, six AR, one MR, and nine XR. In the play, there were four works that revealed sense of realism and immediacy, and five works that revealed one-off. In dance, there were two works that revealed sense of realism and immediacy, and two works that revealed one-off. In the music, there were two works that revealed sense of realism and immediacy, and three works that revealed one-off. A musical piece revealed all of its sense of realism, immediacy, and one-off. Since the first year of 2020, experimental virtual performances using technology of VR, AR, MR, and XR have been attempted, but soon faced the problem of limited participation of the audience. Therefore, from 2021, VR HMD (Head Mounted Display) was introduced for the interaction between the audience and the actor, and performances began to be produced where the audience could freely experience the work. And from 2022, Metaverse virtual performances that interact with avatars using VR and XR technology have been produced, revealing all three characteristics of performing arts in each performance. These Metaverse virtual performances properly took advantage of the characteristics of performing arts that were lacking in online performances, and are expected to eventually become one of the performing arts, not video arts. Virtual technology can help produce quality-enhanced performances by preventing problems on stage in advance and saving time and money through simulation with digital twins in the pre-production stage. Furthermore, the waste consumed in stage production can be reduced using virtual technology, and performances can be enjoyed at home without visiting the concert hall, so carbon footprint levels can also be reduced to contribute to climate issues. If art and technology are not converged in the rapidly changing era, the future of the performing arts industry will be dark due to the departure of audiences, a decrease in income, and a lack of diversity in performances. However, if the support and investment of the performing arts industry and the government for virtual technology continues, it can be the best medium to reach not only domestic audiences but also audiences around the world. It is hoped that this study, which examines the current status of online virtual performances in Korea and the characteristics of performing arts, will help produce online and offline performances using virtual technology in the future and help develop domestic performing arts. 2019년 12월에 발생한 코로나19는 전 세계에 큰 충격을 주며 우리의 삶과 사회 전반에 막대한 영향을 미쳤다. 공기 중으로 전파가 가능한 코로나 19는 특히 소공연장의 비율이 높은 우리나라 공연예술업계에 큰 피해를 입혔다. 사회적 거리 두기로 인해 오프라인 공연의 피해가 누적되자 공연예술업계는 온라인 플랫폼을 통해 공연을 중계하기 시작했다. 온라인 중계 공연은 급속도로 확산됐지만, 관객들에게 현장감과 몰입감을 주는 데는 한계가 있을 수밖에 없었다. 그래서 공연예술업계는 온라인 공연에 메타버스의 실감 기술을 접목하기 시작했다. 메타버스는 디지털 기술을 활용해 가상세계에서 아바타를 만들어 상호작용하는 환경 아래 다양한 사회・문화적 활동을 할 수 있는 공간이다. 메타버스의 디지털 기술에는 가상현실, 증강현실, 혼합현실, 확장현실이 있으며 이를 실감 기술이라고 한다. 메타버스의 실감 기술은 온라인 공연에 현장감과 몰입감을 부여할 뿐만 아니라, 다양한 형태의 공연을 구현할 수 있는 가능성을 지니고 있다. 본 연구의 목적은 실감 기술을 활용한 온라인 공연의 사례를 통해 공연예술의 특성인 현장성, 즉각성, 일회성이 온라인 실감 공연에 얼마나 반영이 됐는지를 분석해 실감 공연의 현황과 전망을 알아보려 한다. 공연의 사례는 2020년부터 2022년까지 온라인에서 실감 기술을 활용한 국내의 연극, 무용, 음악, 뮤지컬로 한정했다. 공연 작품은 총 11개로 연극 5개, 무용 2개, 음악 3개, 뮤지컬 1개였다. 공연에서 활용한 실감 기술은 가상현실 7개, 증강현실 6개, 혼합현실 1개, 확장현실 9개였다. 연극에서 현장성과 즉각성이 드러난 것은 네 작품, 일회성이 드러난 것은 다섯 작품이었다. 무용에서 현장성과 즉각성이 드러난 것은 두 작품, 일회성이 드러난 것은 두 작품이었다. 음악에서 현장성과 즉각성이 드러난 것은 두 작품, 일회성이 드러난 것은 세 작품이었다. 뮤지컬 한 작품은 현장성, 즉각성, 일회성을 전부 드러냈다. 2020년 첫 해부터 가상현실, 증강현실, 혼합현실, 확장현실의 기술이 사용된 실험적인 실감 공연이 시도됐지만, 곧 관객의 한정적인 참여라는 문제에 부딪혔다. 그래서 2021년부터는 관객과 행위자의 상호작용을 위한 VR HMD(Head Mounted Display)가 도입돼 관객이 자유롭게 작품을 체험할 수 있는 공연이 제작되기 시작했다. 그리고 2022년부터는 가상현실과 확장현실 기술을 사용해 아바타로 상호작용하는 메타버스 실감 공연이 제작돼 공연마다 공연예술의 특성 3가지가 전부 드러나게 됐다. 이러한 메타버스 실감 공연은 온라인 공연에서 부족했던 공연예술의 특성을 제대로 살렸고, 결국 영상예술이 아닌 공연예술의 하나로 자리 잡게 될 것이라고 전망된다. 실감 기술은 프리 프로덕션 단계에서 디지털 트윈과 시뮬레이션을 통해 무대 위의 문제를 사전에 차단하고 시간과 비용을 절약해 질적으로 향상된 공연을 제작하는데 도움을 줄 수 있다. 더 나아가 무대 제작에서 소비되는 폐기물도 실감 기술을 활용해 줄일 수 있고, 공연장을 찾아가지 않고 집에서 공연을 즐길 수 있기 때문에 탄소 발자국 수치도 감소시켜 기후 문제에도 이바지 할 수 있을 것이다. 빠르게 변화하는 시대의 흐름 속에서 예술과 기술의 융복합이 이뤄지지 않는다면 관객의 이탈, 수입의 감소, 공연의 다양성 부족 등으로 인해 공연예술업계의 미래는 어두울 것이다. 하지만 실감 기술에 대해 공연예술업계와 정부의 지원과 투자가 꾸준히 이어진다면 실감 기술은 국내의 관객뿐만, 아니라 전 세계의 관객에게 다가가는 최적의 매개체가 될 수 있을 것이다. 국내 온라인 실감 공연의 현황과 공연예술의 특성을 살펴본 본 연구가 향후 실감 기술을 활용하는 온오프라인 공연 제작에 일조하고, 국내 공연예술 발전에 도움이 될 수 있기를 바란다.

개 희석정액의 다양한 filtration 처리 후 정자평가

김진영 전북대학교 대학원 2007 국내석사

It is important to obtain semen with good quality for a efficient fertilization and pregnancy. To obtain these semen, various methods have been developed but most of these methods are time consuming and require costly equipment. Therefore, the objective of this research is to investigate the usability of column filtration system as quick and simple method for improving semen quality. Ejaculates were obtained from 5 dogs and analyzed with basic quality parameters before each filtration. Sperm concentration was adjusted to 5 × 107/ml after dilution. The experimental groups were separated into non-filtered group(control) and filtered groups(glass wool, Sephadex 5% and Sephadex 20%). Ejaculates were filtered through each filter system and assessed by recovery rate of sperm, motility, normal morphology, CFDA/PI stain and plasma membrane integrity (hypo-osmotic swelling test, HOST). The lowest recovery rate of spermatozoa was recorded in glass wool filtration group, followed by 20% Sephadex filtration group(p<0.05). There was no significant difference between control(non-filtered) and 5% Sephadex filtration group. Also, there was no significant difference of sperm motility assessed under light microscope among experimental groups. Morphological normality of canine spermatozoa was the highest in the glass wool filtration group and the lowest in the 5% Sephadex filtration group with no significant differences versus 20% Sephadex filtration and control group, respectively. Viability of canine sperm assessed by CFCA/PI staining was the highest in the glass wool filtration group with no significant difference versus control group, and the lowest in the 20% Sephadex filtration group with no significant difference versus 5% Sephadex filtration group, respectively (p<0.05). HOS values of canine sperm was the highest in the 20% Sephadex filtration group with no significant difference versus 5% Sephadex filtration group, and the lowest in the control group with no significant difference versus glass wool filtration group, respectively(p<0.05). Therefore, these results indicated that filtration treatment for extended canine sperm would be useful method by trapping the damaged sperm, consequently filter would be physical barrier against injured or immotile sperm.

Cultural differences of Chinese automobile consumers

Zhou, Feng Chu 성균관대학교 경영전문대학원 2011 국내석사

China is the country with huge potential and is growing faster than any other countries. The great economy development makes people interested in China market. And China’s automobile industry had made a great progress after entering WTO. The market has been 10 times than 10 years ago. As the first one-child generation who are also the future potential automobile customers, the consumption pattern of After 80s has many distinctive features and has been a hot topic in China. Nowadays, After 70s are the main automobile customers, but in 10 years future After 80s will take their place to be the target customers in China automobile market. There are many existing researches and papers studying on the consumer behavior of After 80s, but there are rare materials which are related on the differences between the first one-child generation and the early generation. But due to the large population and territory there are huge differences on people from different areas the territory of China is separated by urban areas and rural areas in this thesis. So this essay is trying to find out that regarding to the regions what are the consumption differences between the two generations when they purchasing automobiles. This thesis collected data through Chinese consumer survey. The sample is focused on After 80s with the age of 20-35 and After 70s with the age of 35-50 in China urban areas and rural areas. And Beijing(北京) has been chosen as the urban city, while Tangshan (唐山) and Baoding (保定) have chosen as the rural cities. And 600 Chinese consumers answered the survey. First it shows that when purchasing automobiles, there are differences between urban city Beijing and rural cities Tangshan and Baoding. Influenced by Hofstede's Culture's Consequence: individualism and collectivism, uncertainty avoidance, customers in China urban cities perceive style and brand more importantly; customers in China rural cities perceive price and quality more importantly. Second it shows that when purchasing automobiles, there are differences between After 70s and After 80s. After 80s appears the characteristics of individual consumption, so the perceive style and price importantly, and due to the relatively low income level, compared to After 70s they are also more price-sensitive; while After 70s appears the characteristics of collective consumption, so they perceive brand and quality more importantly.