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Firms no longer consider corporate social responsibility (CSR) voluntary. Rather, they use it strategically to enhance corporate image and, in turn, increase long-term profits. As the income levels of Chinese consumers increase, they want firms to perform higher level of CSR than before. Therefore, many foreign firms investing in China engage in CSR activity . Today, consumers are easily exposed to news from foreign countries, courtesy of advancements in information technology. Consumer behavior might be affected not only by firms’ CSR activities in their home country, but also those in foreign countries. This study investigates the effect of the CSR crisis in a home country on the purchase intention of foreign consumers. Specifically, we focus on the effect of Korean firms’ domestic CSR crisis on Chinese consumers. We conduct two experimental studies. In the first, we categorize the domestic CSR crisis in Korea into four types and examine their impact on CSR assessment by Chinese consumers. The results show that Chinese consumers assess CSR evaluation negatively with regard to Korean companies’ domestic CSR crisis. Specifically, Chinese consumers rate legal and ethical responsibility crises more negatively than they do philanthropic and environmental responsibility crises. In the second experiment, we examine whether the purchase intension of Chinese customers is negatively affected when a Korean firm engages in social irresponsibility. We also investigate the moderator effects of country image of Korea and consciousness for ethical consumption. We find that Chinese consumers with a good image of Korea are affected by domestic CSR crisis less than those with a bad image of Korea. Moreover, the negative impact of the CSR crisis in Korea is severer for Chinese consumers with high consciousness for ethical consumption. This implies that socially irresponsible domestic activities by firms can affect their business even in foreign countries. Therefore, multinational enterprises should manage domestic CSR not only for domestic business, but also for their worldwide sales.

With global competition intensifying, more Western companies are entering the Chinese market today. In order for global companies to settle in the local market, it is necessary to understand and adapt unique factors such as economy, law, nature, and culture in each country. Especially, it is necessary to understand the traditional culture of the countries which are closely related to consumers. Cultural marketing is a marketing activity that is carried out on the basis of culture and is being developed in connection with long term brand image formation and social responsibility activities as well as short term advertising and sales promotion. Cultural marketing characteristics include cultural sponsorship, cultural spirit, cultural promotion and so on. Cultural marketing has been known to play an effective role, especially in the formation of brand relationships. The two variables of trust and commitment are the core concepts of brand relationship formation. Cultural marketing can strengthen the brand relationship building. However, the effects of cultural marketing effectiveness on brand relationships will be difficult to understand without considering the effects of traditional Chinese values. The purpose of this study is to analyze the effect of cultural marketing activities of global companies in China on brand relationship. In addition, we examined the moderating effect of traditional Chinese values such as ‘mianzi’, ‘chaxu’, and ‘way of the mean’. The findings of this research indicate that although some characteristics of cultural marketing do not have direct impacts on brand commitment, major relationships between cultural marketing and brand trust, brand commitment are supported. Also the relationship between brand trust and brand commitment is supported. In addition, the moderating effects of traditional Chinese values of these relationships are partially confirmed. This study suggests the usefulness of cultural marketing and the need to understand traditional values, and provides practical implications for marketing activities in the Chinese market.

What are the characteristics of human beings in a realistic sense? A philosophical comparison of human beings and animals was thought to be useful for understanding human existence. Recently, thanks to advances in technology, a machine can satisfy the needs and demands of human beings as animals did in the past. This leads us to pose the following question: - designed and manufactured by human beings, can a sophisticated robot evolve to become like a human? Ordinary people have high hopes for this project. However, even if science and technology develops to an extremely high level, doubts exist over whether robots could reach the level of autonomy of animals. Moreover, we can by no means be certain that we could create humanoid robots comparable to human beings. Meanwhile, by studying robotics and robot ethics, we can expect to gain ａ new perspective on the nature of humanity. Opposition to mechanization continues to be voiced by many philosophers from the modern era. According to Gehlen, human beings are excessively impulsive, and impulse must be sublimated. By cultivating and sublimating impulse, their creativity should be achieved. Moreover, an extremely degenerated human, can sometimes be converted into the most creative person. In other words, decadence and indolence can be considered potential for exploring new ideas of self rather than a mere waste of time. From this argument, we can also see that the most essential human attribute is creativity. In the modern world, failures of education, happiness, physical and mental health, are universal problems. In recent years the proportion of the population dissatisfied with aspects of their lives has been growing. Therefore, relying solely on human intellect, makes people’s lives more and more painful. Normally, humans are the ones who lose their "creative possibilities" because they are bound by desire, planning and intent. The most efficient way to free yourself from this "self-made prison" is to return to primary deficiencies. This can be called "initialization". The method of 'initialization' allows access to "world openness". Ancient Chinese thinkers had the opportunity to initialize through various funeral and ritual ceremonies.

Extensive research has well documented the effect of corporate ownership structure on the quality of reported earnings. The ownership structure of Chinese listed firms is significantly changed in the late 1990s, but the percentage of state-owned and ownership-concentrated firms is still high compared to that of developed countries. In thus study, the relationship between corporate ownership structure and earnings management behavior in Chinese listed firms is investigated. Our analysis is based on the 9,051 firm-years data listed in Shanghai and Shenzhen Stock Exchange from 2011 to 2016. Data are extracted from the China Stock Market & Accounting Research database. Dependent variable, that is, the real earnings management (REM), was estimated using Roychowdhury (2006) model, and the accrual earnings management (AEM) was estimated using the modified Jones (1991) model proposed by Dechow et al. (1995). To investigate the relationship between corporate ownership structure and earnings management behavior, we performed univariate mean difference and multivariate regression analysis. Results are summarized as follows; First, significant mean differences of REM between state-owned and non-state-owned firms and between high concentrated and low concentrated firms in ownership have been observed. However, these results are not maintained for AEM. Second, REM is positively associated with AEM, and it supports that the earnings management behavior in Chinese listed firms is generally complementary. This finding signifies that managers in China use REM and AEM as a complementary tool in their strategic earnings reporting. Finally, the complementary earnings management behavior is more significant in the state-owned firms and more distinct in high-concentration firms in terms of shareholders’ equity. Our findings suggest that Chinese listed firms jointly and simultaneously use REM and AEM to strategically report earnings. However, few studies have directly examined the complementary role between the two tools. This finding has implications for researchers and regulators. The complementary relationship suggests that earnings management activities may not fully explained if you focus on AEM. For regulators, this result implies that increasing scrutiny or greater disclosure over the discretionary behavior of REM and AEM is necessary.

The global financial crisis in 2007 not only had a serious impact on the global financial system, but also led to a more sceptical view of US Dollar's role as the key currency. This opportunity led to the Chinese government actively promoting the internationalization of the Chinese Yuan. The People’s Bank of China has set three goals for the internationalization of the Yuan. The three goals are payment currency for international trade, investment currency and reserve currency. Chinese government set up a Yuan offshore settlement center not only in Hong Kong but also in London, Singapore, Seoul, France, Germany, Taiwan and New York. The Yuan became the world’s fifth-largest payment currency, surpassing the Canadian Dollar and the Australian Dollar in November 2014. The RMB also officially joined the SDR on 1 October, 2016. At present, the SDR currency basket consists of the US Dollar (41.73%), the euro (30.93%), the Chinese Yuan (10.92%), the Japanese Yen (8.33%), and the British Pound (8.09%). The percentage for the Yuan is ranked third after the US Dollar and euro. The internationalization of the Chinese Yuan has advanced rapidly since 2010, but this does not necessarily mean that the Chinese Yuan has reached the same level as the US Dollar or the euro, British Pound, or Japanese Yen. China is the second-largest economy in the world and is only beginning to recognize the need for the internationalization of the Yuan. This study aims to identify the properties and suitability of the RMB as an international currency. GDP, interest rate, and exchange rate were selected as the indicators of real and financial sectors. The empirical results revealed that the RMB manifested badly in the GDP and exchange rate sectors, but that the Chinese interest rate appeared synchronized with the United States' interest rate. Moreover, when the Chinese GDP growth rate is positive or the world economic growth rate is negative, their differences will converge. Similarly, when the Dollar depreciates or the Chinese Yuan appreciates, their differences will converge. There are no significant restrictions keeping the RMB from being incorporated as an international currency. However, the RMB is not yet fully convertible, and the exchange rate is still unstable. Moreover, the Chinese capital market is not yet fully open, and reform of the financial system must be urgently pursued.

The sharing economy has recently gained attention as a key part of the ICT industry. And China has emerged as a leading country in the sharing economy. the business model most people encounter is bike-sharing services. Ofo and Mobike, the flagship companies of China's bike-sharing service, have generated a lot of revenue since 2014 as they have made inroads into numerous countries and cities, but Ofo's case has recently led to a situation where it is impossible to refund the deposit to customers. In order to explore the problems of China's sharing economy service and future development direction at a time when this reinterpretation is needed, this study collected press reports, classified them into four groups, and explored the practical future direction of the shared economy business model through analysis of document level and sentence level. The findings will help overcome future problems of Korea's shared economy and complete an economic model. This conclusion gives South Korea the same implications as a response. First, The sharing economy should focus on cost reduction rather than business expansion or the realization of economies of scale. Second, The sharing economy needs the state's policy support. In particular, it is necessary to establish relations with the recently emerged auxiliary means of transportation. Third, the relationship with traditional industries should be clarified through the establishment of concepts on the sharing economy. A common economy is the beginning of industry. Therefore, this study confirmed the need to explore the direction of development through the precise concept and purpose of the sharing economy.

Service trade has now become a new driving force for economic development around the world, in which financial services trade has achieved rapid growth, and improving the competitiveness of financial services trade has also become a concern of all countries. China’s immature market and the restriction make the development of financial services trade slow all the time. Its competitiveness is far from that of developed countries and needs to be improved. Financial services trade won’t develop well without financial liberalization. Therefore, this thesis studies the impact of financial liberalization on the competitiveness of financial services trade through literature review and empirical analysis. Firstly, this thesis sums up the detailed process of China's financial liberalization from four aspects: capital account, banking, insurance and securities, and uses indicators to measure and compare the reality of China's financial liberalization with that of major countries in the world. Then, this thesis analyses the current situation of China's financial services trade and its industry structure, and uses different indicators to measure the competitiveness of China's financial services trade and compares it with that of other countries. Finally, according to the reality analysis and empirical results, this thesis puts forward corresponding suggestions for the government and enterprises. By analyzing the reality of China's financial liberalization and financial services trade, this thesis finds that although the degree of China's financial liberalization is gradually growing up, it is still relatively backward compared with developed countries. In addition, China's financial services trade has not only long-term deficit but also structural imbalance, and the imports and exports of insurance account for a large proportion of that of financial services trade. Computing the indicators of China’s financial services trade, such as market share, revealed comparative advantage index and trade competitiveness index, and comparing them with those of other countries, it shows that China has low financial services trade competitiveness. According to the study, this thesis suggests that the government should actively and steadily promote financial liberalization, while increasing the support for financial services trade and creating a good market environment; enterprises should persevere in the innovation of financial services, seize opportunities and dare to “go out”.

This paper uses the visual analysis software-CiteSpace to analyze the 2, 076 related papers of “Key words=new media or new medium” in the CSSCI database from 1998 to 2017. It analyzes the research status and research hotspots of new media in China, and predicts the future development trend of new media, and provides reference for new media research and development in China. This research adopts the scientific metrology research methods, mainly including word frequency analysis, co-occurrence analysis, co-citation analysis and clustering analysis. The specific technical method is using CiteSpace to visualize the Science Mapping of paper datas, drawing up the Science Mapping of Chinese new media research from 1998 to 2017. The Science Mapping intuitively shows the law of paper growth, the source of paper, the contribution of authors and the characteristics of institutional distribution of Chinese new media research. It also analyses the research status, research hotspots and research frontiers of new media in China. There are seven main findings in this paper. First, papers of Chinese new media research increased slowly from 1998 to 2006, and began to flourish in 2007, reaching its peak in 2015. The index curve as a whole showed a straight upward trend, and it will continue to show a thriving development trend in the future. Second, new media research papers are mainly concentrated in news and communication journals, editing & publishing journals and educational comprehensive journals are also published. It has become an important part of the new media research field to study the influence of new media from the perspectives of journalism and communication, library and information science, pedagogy, sociology, art and other disciplines. Third, there are many High-yielding authors on new media research, such as Wang Xiwei, Huang Mingfen, Ji Haiju, Deng Xianglian and Kuang Wenbo. But they are widely distributed and have few cooperative networks. It can form a systematic and highly influential core research. Four, Yu Guoming, Penglan, Chen Lidan, Kuang Wenbo, Guo Qingguang and Ouyang Youquan are High-impact authors and high-cited authors in this field，Yu Guoming is an authoritative expert in new media. Five, the institutions with the highest papers of publications are Communication University of China, Renmin University of China, Fudan University and Jilin University in turn. There is a lack of cooperation and exchanges among institutions, which has not formed a large-scale cooperation network. Six, new media research mainly focuses on media convergence, network public opinion, the Internet, new media art, digital publishing, social media, WeChat, Weibo and other hot spots; media integration is the biggest research hotspot, betweenness centrality=0.62. Last，with the development of media technology, under the background of “Internet +”, “Artificial intelligence”, “Big data”, new media technology innovation, content innovation, government media image reshaping, network comsensus management，and educational information application will become the research frontiers of new media in the future.

This study explored what motivates teenagers in China to watch Internet live streaming of games and how their motivations influence viewing satisfaction through the theoretical perspective of immersion. To address the research question and hypotheses of this study, a comprehensive literature review was conducted first to identify potential motivational factors for viewing Internet live streaming of games. The findings from the comprehensive literature review were then supplemented with interviews with 10 Chinese teenagers about their motivations for watching the medium to identify any other factors. Next, findings from the literature review and interviews were used to inform the design of a survey questionnaire that, following pre-testing and review by experts, was distributed offline to recruit a purposive sampling of Chinese teenagers. The results of exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) applied to the survey data indicate the motivations for watching Internet live streaming of games include interaction, entertainment/information seeking, perception of similarity to broadcast jockey (BJ), and distinctiveness (Research Question 1). Results of the structural equation model analysis showed that all these motivations positively influenced in immersion, and, thereby, supported Hypothesis 1. However, Hypothesis 2, which assumed that all motivations would have direct and positive effects on viewing satisfaction, was not supported as the factor of interaction was directly and negatively influenced satisfaction after watching the medium. Hypothesis 3, which predicted a mediating effect of immersion between motivations and viewing satisfaction, was supported. A total effect analysis based on the bootstrapping method found that teenagers’ perceptions of similarity to the BJ was positively significant for satisfaction by way of immersion. The results emphasized the importance of perceived similarity to the BJ in order to produce satisfaction and indicated that extraordinary interaction by BJ could unexpectedly decrease Chinese teenagers’ satisfaction after viewing the live streaming of games online.