• Maxillofacial Plastic and Reconstructive Surgery
• /
• v.28 no.5
• /
• pp.375-395
• /
• 2006

Purpose: Lingual nerve (LN) damage may be caused by either tumor resection or injury such as wisdom tooth extraction, Although autologous nerve graft is sometimes used to repair the damaged nerve, it has the disadvantage of necessity of another operation for nerve harvesting. Moreover, the results of nerve grafting is not satisfactory. The nerve growth factor (NGF) is well-known to play a critical role in peripheral nerve regeneration and its local delivery to the injured nerve has been continuously tried to enhance nerve regeneration. However, its application has limitations like repeated administration due to short half life of 30 minutes and an in vivo delivery model must allow for direct and local delivery. The aim of this study was to construct a well-functioning $rhNGF-{\beta}$ adenovirus for the ultimate development of improved method to promote peripheral nerve regeneration with enhanced and extended secretion of hNGF from the injured nerve by injecting $rhNGF-{\beta}$ gene directly into crush-injured LN in rat model. Materials and Methods: $hNGF-{\beta}$ gene was prepared from fetal brain cDNA library and cloned into E1/E3 deleted adenoviral vector which contains green fluorescence protein (GFP) gene as a reporter. After large scale production and purification of $rhNGF-{\beta}$ adenovirus, transfection efficiency and its expression at various cells (primary cultured Schwann cells, HEK293 cells, Schwann cell lines, NIH3T3 and CRH cells) were evaluated by fluorescent microscopy, RT-PCR, ELISA, immunocytochemistry. Furthermore, the function of rhNGF-beta, which was secreted from various cells infected with $rhNGF-{\beta}$ adenovirus, was evaluated using neuritogenesis of PC-12 cells. For in vivo evaluation of efficacy of $rhNGF-{\beta}$ adenovirus, the LNs of 8-week old rats were exposed and crush-injured with a small hemostat for 10 seconds. After the injury, $rhNGF-{\beta}$ adenovirus($2{\mu}l,\;1.5{\times}10^{11}pfu$) or saline was administered into the crushed site in the experimental (n=24) and the control group (n=24), respectively. Sham operation of another group of rats (n=9) was performed without administration of either saline or adenovirus. The taste recovery and the change of fungiform papilla were studied at 1, 2, 3 and 4 weeks. Each of the 6 animals was tested with different solutions (0.1M NaCl, 0.1M sucrose, 0.01M QHCl, or 0.01M HCl) by two-bottle test paradigm and the number of papilla was counted using SEM picture of tongue dorsum. LN was explored at the same interval as taste study and evaluated electro-physiologically (peak voltage and nerve conduction velocity) and histomorphometrically (axon count, myelin thickness). Results: The recombinant adenovirus vector carrying $rhNGF-{\beta}$ was constructed and confirmed by restriction endonuclease analysis and DNA sequence analysis. GFP expression was observed in 90% of $rhNGF-{\beta}$ adenovirus infected cells compared with uninfected cells. Total mRNA isolated from $rhNGF-{\beta}$ adenovirus infected cells showed strong RT-PCR band, however uninfected or LacZ recombinant adenovirus infected cells did not. NGF quantification by ELISA showed a maximal release of $18865.4{\pm}310.9pg/ml$ NGF at the 4th day and stably continued till 14 days by $rhNGF-{\beta}$ adenovirus infected Schwann cells. PC-12 cells exposed to media with $rhNGF-{\beta}$ adenovirus infected Schwann cell revealed at the same level of neurite-extension as the commercial NGF did. $rhNGF-{\beta}$ adenovirus injected experimental groups in comparison to the control group exhibited different taste preference ratio. Salty, sweet and sour taste preference ratio were significantly different after 2 weeks from the beginning of the experiment, which were similar to the sham group, but not to the control group.

• KSBB Journal
• /
• v.24 no.2
• /
• pp.156-162
• /
• 2009

We examined saury, herring, gizzard shad kwamaegi to measure of microbic contamination rate of kwamegi that are sold in the market now. In the total bacteria, staphylococcus, peroxide value, and microorganisms is inhibited that from sample that we treated a substance with chitosan-ascorbate (CA) and other orders deep water (DW), ginseng steamed red and wine (GRW), NT (not treated). When we compared between SGRW and SNT, SCA show us more inhibition effect 0.22-0.49 log cycle in the total aerobacter. When we compared between HDW and HNT, HCA restraint 0.05-0.45log cycle, and when we compared between GDW and GNT, GCA inhibited 0.45 log cycle. In the coliform and E. coli, growths of microorganisms were inhibited followed order by treatment of CA, NT, and DW. GDW, HCA and HNT checked enough amount of water from the moisture measurement; but SGW, GCA, HEW and SCA showed 7-15% lack of moisture, and SNT and GNT have 10% more moisture. Peroxide value is changed to 41-51meq/kg when we did treat CA in there and a side that didn't add antimicrobial expressed the result numerically that 56-58meq/kg. In the sensory evaluation, customer gave preference to followed by Saury kwamaegi, herring, and gizzard shad kwamaegi. We have a point of view when kwamaeki manufactured if we add natural antibiotic and it uses to vacuum drying, we would inhibited of multiplication of microorganism, and of peroxides.

• The Journal of Korean Academy of Prosthodontics
• /
• v.41 no.6
• /
• pp.720-731
• /
• 2003

Statement of problem. The importance of fixture design and surface treatment. Purpose. The clinical success of dental in plants is affected by many factors such like as degree of osseointegration, the effective load dispersion for the prostheses, and a lot of attempts have been made to overcome the difficulties. In this study, efforts were made to find the possibility of clinical acceptance of the dental implants of newly designed surface and resorbable blast media surcace. Materials and methods. In this study, two groups of custom-made, screw-shaped implants were prepared. The first with the consisting of Branemark clone design and the other with the new design. These implants were divided into four groups according to the kinds of surface treatment. Four implants($AVANA^{(R)}$, Osstem, Busan, Korea)of each group were installed in twenty rabbits. Group A was consisted of Branemark done implant left as machined, Group B with Branemark clone implants with RBM(Resorbable blast media) surface, Group C with newly designed implants left as machined and Group D with newly designed implants with RBM surface. One of the twenty rabbits died from inflammation and the observation was made for six weeks. Specimens from four groups were observed using scanning electron microscopy with 40, 100, 1000 magnification power and microsurface structures were measured by white-light scanning interferometry for three dimensional surface roughness measurements(Accura $2000^{(R)}$, Intek-Plus, Korea.). Removal torque was measured in 17 rabbits using digital torque gauge(MGT 12R, Mark-10 corp., NY, U.S.A.) immediately after the sacrifice and two rabbits were used for the histologic preparation(EXAKT $310^{(R)}$, Heraeus Kulzer, wehrheim, Germany) of specimens and observed under light microscope. Resonance frequency measurement($Osstell^{(R)}$) was taken with the 19 rabbits at the beginning of the implant fixation and immediately after the sacrifice. Results. Following results were taken from the experiment. 1. The surface of the RBM implants as seen with SEM had rough and irregular pattern with reticular formation compared to that of fumed specimens showing different surface topographies. 2. The newly designed implant with RBM surface had high removal torque value among four groups with no statistical significance. The average removal torque was $49.95{\pm}6.70Ncm$ in Group A, $51.15{\pm}4.40Ncm$ in Group B, $50.78{\pm}9.37Ncm$ in Group C, $51.09{\pm}4.69Ncm$ in Group D. 3. The RFA values were $70.8{\pm}4.3Hz$ in Group A, $71.8{\pm}3.1Hz$ in Group B, $70.9{\pm}2.5Hz$, $72.7{\pm}2.5Hz$ in Group D. Higher values were noted in the groups which had surface treatment compared to the untreated groups with no statistical significance. 4. The results from the histomorphometric evaluation showed a mean percentage of bone-to-implant contact of $45{\pm}0.5%$ in Group A, $55{\pm}3%$ in Group B, $49.5{\pm}0.5%$ in Group C, and $55{\pm}3%$ in Group D. Quite amount of newly formed bone were observed at the surface RBM-treated implants in bone marrow space.

• Journal of the korean academy of Pediatric Dentistry
• /
• v.31 no.4
• /
• pp.685-695
• /
• 2004

The aim of this study was to evaluate the resistance to degradation and to compare the wear resistance characteristics of four composite resins in an alkaline solution. The resistance to degradation was evaluated on the basis of mass loss(%), degradation depth(${\mu}m$), Si loss(ppm) and wear depth. The brands studied were Heliomolar flow, Filtek supreme, Point4, Tetric flow. The results were as follows: 1. The sequence of the mass loss was in descending order by Heliomolar flow, Filtek supreme, Point4, Tetric flow. There was significant differences among the materials except Heliomolar flow and Filtek supreme. 2. The sequence of the degree of degradation layer depth was in descending order by Filtek supreme, Heliomolar flow, Tetric flow, Point4. There were significant differences among the materials except Heliomolar flow and Tetric flow. 3. The sequence of Si loss was in descending order by Filtek supreme, Heliomolar flow, Point4, Tetric flow. There were significant differences among the materials except Point 4 and Tetric flow. 4. The sequence of maximum wear depth was in descending order by Heliomolar flow, Point4, Fillet supreme, Tetric flow and there was increasing wear depth on soaking in 0.1N NaOH solution. 5. When observed with SEM, destruction of bonding between matrix and filler was observed and when observed with CLSM, the depth of degradation layer of specimen surface was observed. There results indicate that wear and hydrolytic degradation could be considered to be evaluation factors of composite resins.

• Journal of the korean academy of Pediatric Dentistry
• /
• v.32 no.3
• /
• pp.557-568
• /
• 2005

The aim of this study was to evaluate the resistance to degradation and to compare the wear resistance characteristics of four esthetic restorative materials in an alkaline solution(0.1N NaOH). The brands studied were MetafilCX(Sun medical, Japan) Solitaire 2(Heraeus Kulzer, USA), Composan LCM(Promedica, Germany), DenFil(Vericom, Korea). The results were as follows: 1. The mass loss of each brand was 0.74~7.94% and highest value in Metafil($7.94{\pm}0.39%$). 2. The sequence of the degree of degradation layer depth was in descending order by Metafil, Solitaire 2, DenFil, Composan LCM. There were significant differences between Metafil and the others(p<0.05). 3. The sequence of the Si loss was in descending order by Metafil, Solitaire 2, Composan LCM, DenFil. There were significant differences among the materials(p<0.05). 4. On SEM, destruction of bonding between matrix and filler and on CLSM, the depth of degradation layer of specimen surface was observed. 5. The sequence of maximum wear depth was in descending order by Metafil, Solitaire 2, Composan LCM and DenFil. There were significant differences among the materials(p<0.05). 6. The correlation coefficient between Si loss and degradation layer depth (r=0.491, p<0.05) and Vicker's hardness number and maximum wear depth (r=-0.942, p<0.05) were relatively high. These results indicate that hydrolytic degradation and wear may consider as a evaluation factors of composite resins.

• Restorative Dentistry and Endodontics
• /
• v.31 no.4
• /
• pp.323-329
• /
• 2006

The aim of this study was to evaluate the retrievability of Resilon as a root canal filling material Twenty-seven human single-rooted extracted teeth were instrumented utilizing a crown down technique with Gates-Glidden burs and ProFile system. In group1 (n = 12) canals were obturated with gutta percha and AH-26 plus sealer using a continuous wave technique and backfilled. In group 2 (n = 15) Resilon was used as a filling material. Then teeth were sealed and kept in $37^{\circ}C$ and 100% humidity for 7 days. For retreatment, the samples were re-accessed and filling material was removed using Gates-Glidden burs and ProFiles. Teeth were sectioned longitudinally to compare the general cleanliness and amount of debris $({\times}\;75)$ using SEM. Chi-square test was used $({\alpha}\;=\;0.05)$ to analyze the data. The total time required for removal of filling materials was expressed as mean ${\pm}SD$ (min) and analyzed by the Student t-test $({\alpha}\;=\;0.05)$, Required time for retreatment was $3.25\;{\pm}\;0.32$ minutes for gutta percha/ AH 26 plus sealer and $3.05\;{\pm}\;0.34$ minutes for Resilon. There was no statistically significant difference between the two experimental groups. There was no significant difference between the groups in the cleanliness of the root canal wall. This study showed that Resilon was effectively removed by Gates-Glidden burs and ProFiles.

• Korean Journal of Plant Taxonomy
• /
• v.32 no.3
• /
• pp.339-362
• /
• 2002

Pollen morphology of 13 species of Korean Euphorbia was re-examined by means of LM and SEM. Taxonomic evaluation of palynological characters and relationships among taxa were also discussed based on the analysis of polar length, equatorial diameter, aperture size and exine thickness. Korean Euphorbia species were classified into three groups based on the mean size of polar length (P) and equatorial diameter (E) as follows:Group 1. sect. Tulocarpa and Tithymalus of subgenus Esula; $(P){\times}(E)=(54.88-67.17{\mu}m){\times}(44.30-64.75{\mu}m)$, Group 2. sect. Esula and Helioscpiae of subgenus Esula; $(P){\times}(E)=(39.98-47.24{\mu}m){\times}(36.07-38.83{\mu}m)$, Group 3. sect. Chamaesyce and Hypericifoliae of subgenus Chamaesyce; $(P){\times}(E)=(30.32-32.51{\mu}m){\times}(21.71-26.23{\mu}m)$. Various features of surface sculpturing were also grouped into 8 types by the characteristics of perporation size and distance of perporations as well as connection state of it. Pollen size and surface sculpturing were comparatively available in the levels of subgenus and section. Especially subgenus Chamaesyce was distinctly different from subgenus Esula by having compactly distributed perporations on exine surface as well as its small size of pollen grains. Because of the great variations in pollen size and the occurrence of various types of surface sculpturing according to the local poulations of each species, it was evaluated that they were unsuitable in classifying each species of Euphorbia. But such cases, that is, E. hylonoma being more familiar with E. ebracteolata than E. Pallasii, and E. pekinensis and E. fauriei as well as E. pallasii being strongly related with each other based on the similarity of surface sculpturing, reflected its usefulness in the classification of some Euphorbia species.

• Korean Journal of Heritage: History & Science
• /
• v.44 no.4
• /
• pp.142-153
• /
• 2011

'Silla Monument Stone in Jungseong-ri, Pohang' was discovered in Pohang City, Gyeongsangbuk Province of Korea in 2009. The monument stone with irregular shape has dimensions of maximum height of 105cm, width of 47.6~49.6cm, thickness of 13.8~14.7cm and weight of 115kg. The results of monument stone was found to be granitite. Conservation treatment procedure was carried out in the order of production of Weathering map, cleaning of surface pollutants, consolidation using ethyl silicate. Black pollutant(crust) that covered more than 60% of the surface was analyzed first in order to remove the pollutants on the surface of the monumental stone by cleaning of surface pollutants using laser. The purpose on analysis was not only to verify the pollutants on the stone but also to carry out preliminary cleaning by securing rocks with same pollutant as the monumental stone. As the results of analysis using p-XRF(PMI. INNOV-X, USA) on the site, high level of Mn and Fe were detected, and the analysis of small section that had been fallen off with SEM/EDX for the purpose of quantitative analysis also detected high level of Mn. The Similar contaminants on Stone secured in the manner described above were made into 10 samples ($5cm{\times}5cm$) and was subjected to preliminary cleaning by Nd-YAG Laser(Laser&Physics, Korea). The results of surface observation through portable microscope during cleaning revealed that the power of 460mJ, wavelength of 1064nm and irradiation frequency of 1,800~2,300 per $25cm^2$ were most effective. Evaluation on the preservative treatment was made through confirmation of the extent of removal through color-difference meter measurement and component analysis prior to and following removal of the pollutants. As the result of color-difference meter measurement increase in the brightness was evidenced by the increase in the brightness ($L^*$)value from 33 to 49, and it was possible to ascertain the reduction in the pollutants as the content of Mn was reduced by about 80% from $50,000{\pm}5,000ppm$ to $10,000{\pm}2,000pmm$ from the result of component analysis.

• Journal of Global Scholars of Marketing Science
• /
• v.18 no.2
• /
• pp.65-88
• /
• 2008

Since the implementation of economic reforms in 1978, the Chinese economy grows rapidly at an average annul growth rate of 9% over the post two decades. Franchising has been widely recognized as an important source of entrepreneurial activity. Trust is important in that it facilitates relational exchanges by permits partners to transcend short-run inequities or risks to concentrate on long-term profits or gains. In the relationship between the franchisors and franchisees, trust has been described as an important source of competitive advantage. However, little research has been done on the factors affecting trust in Chinese franchisor-franchisee relationships. The purpose of this study is to investigate what factors affect the trust in the franchise system in China, and to provide guidelines and insights to franchisors which enter Chinese market. In this study, according to Morgan and Hunt (1994), trust is defined as the extending when one party has confidence in an exchange partner's reliability and integrity. We offered a conceptual model of the empirical study. The model shows that the factors affecting the trust include franchisor's supports, communication, satisfaction with previous outcome and conflict. We also suggested the franchisor's supports and communication like to enhance the franchisee's satisfaction with previous outcome, and the franchisor's supports, communication and he franchisee's satisfaction with previous outcome tend to decrease conflict. Before the formal study, a pretest involving exploratory interviews with owners from three franchisees was conducted to make sure the questionnaire was relevant and clear to the respondents. The data were collected using trained interviewers to carry out personal interviews with the aid of an unidentified, muti-page, structured questionnaire. The respondents comprised of owners, managers, and owner managers of franchisee-owned food service franchises located in Beijing, China. Even though a total of 256 potential franchises were initially contacted, the finally usable sample consisted of 125 respondents. As expected, the sampling method was successful in soliciting respondents with waried personal and firm characteristics. Self-administrated questionnaires were used for all measures. And established scales were used to measure the latent constructs in this study. The measures tapped the franchisees' perceptions of the relationship with the referent franchisor. Five-point Likert-type scales ranging from "strongly disagree" (=1) to "strongly agree" (=7) were used throughout the constructs (trust, eight items; support, five items; communication, four items; satisfaction, six items; conflict, three items). The reliability measurements traditionally employed, such as the Cronbach's alpha, were used. All the reliabilities were greater than.80. The proposed measurement model was estimated using SPSS 12.0 and AMOS 5.0 analysis package. We conducted A series of exploratory factor analyses and confirmatory factor analyses to assess the convergent validity, discriminant validity, and reliability. The results indicate reasonable overall fits between the model and the observed data. The overall fit of measurement model were $X^2$= 159.699, p=0.004, d.f. = 116, GFI =.879, NFI =.898, CFI =.969, IFI =.970, TLI =.959, RMR =.058. The results demonstrated that the data reasonably fitted the model. We also examined construct reliability and reliability and average variance extracted (AVE). The construct reliability of each construct was greater than.80 and the AVE of each construct was greater than.50. According to the analysis of Structure Equation Modeling (SEM), the results of path model indicated an adequate fit of the model: $X^2$= 142.126, p = 0.044, d.f. = 115, GFI =.892, NFI =.909, CFI =.981, IFI =.981, TLI =.974, RMR =.057. As hypothesized, the results showed that it is strategically important to establish trust in a franchise system, and the franchisor's supports, communication and satisfaction with previous outcome tend to reinforce franchisee's trust. The results also showed trust seems to decrease as the experience of conflict episodes increases. And we also noticed that franchisor's supports and communication tend to enhance the franchisee's satisfaction with previous outcome, and communication tend to decrease conflict. If the trust between the franchisor and franchisee can be established in a franchise system, franchising offers many benefits and reduces many costs. To manage a mutual trust of relationship with their franchisees, franchisor's should provide support effectively to their franchisees. Effective assistant services have direct effect on franchisees' satisfaction with previous outcome and trust in franchisor. Especially, franchise sales process, orientation, and training in the start-up period are key elements for success of the franchise system. Franchisor's support is an accumulated separate satisfaction evaluation with different kind of service provided by the franchisor. And providing support definitely can improve the trustworthy image of the franchisor. In the franchise system, conflicts of interests and exertions of different power sources are very common. The experience of conflict episodes seems to negatively relate to trust. Therefore, it is important to reduce the negative side of the relationship conflicts. Communication actually plays a broader role in reducing conflict and establish mutual trust in franchisor-franchisee relationship. And effective communication between franchisors and franchisees can improve franchisees' satisfaction toward the franchise system. As the diversification of Chinese markets, both franchisors and franchisees must keep the relevant, timely, and reliable communication. And it is very important to improve the quality of communication. Satisfaction with precious outcomes seems to positively relate to trust. Franchisors and franchisees that are highly satisfied with the previous outcomes that flow from their relationship will perceive their partner as advancing their goal achievement. Therefore, it is necessary for both franchisor and their franchisees to make the welfare of partner with effort. Little literature has focused on what factors affect the trust between franchisors and their franchisees in China. This study developed the hypotheses regarding the factors affecting trust in the transaction relationship. The results of data analysis supported the hypotheses strongly. There are certain limitations in this study. First, we may point out that some other factors missed in this study could be significantly important. Second, the context of this study, food service industry, limits its potential generalizability for all franchise systems. More studies in different categories of franchise system are needed to broaden its generalizability. Third, the model was tested empirically in a sample in Beijing, more empirical tests of the proposed model in other Chinese areas are needed. Finally, the analysis in this study was solely based on the perception of franchisees and the opinions of franchisors were not included.

• Journal of Global Scholars of Marketing Science
• /
• v.20 no.3
• /
• pp.262-268
• /
• 2010

Virtual communities (VCs) have developed rapidly, with more and more people participating in them to exchange information and opinions. A virtual community is a group of people who may or may not meet one another face to face, and who exchange words and ideas through the mediation of computer bulletin boards and networks. A business-to-consumer virtual community (B2CVC) is a commercial group that creates a trustworthy environment intended to motivate consumers to be more willing to buy from an online store. B2CVCs create a social atmosphere through information contribution such as recommendations, reviews, and ratings of buyers and sellers. Although the importance of B2CVCs has been recognized, few studies have been conducted to examine members' word-of-mouth behavior within these communities. This study proposes a model of involvement, statistics, trust, "stickiness," and word-of-mouth in a B2CVC and explores the relationships among these elements based on empirical data. The objectives are threefold: (i) to empirically test a B2CVC model that integrates measures of beliefs, attitudes, and behaviors; (ii) to better understand the nature of these relationships, specifically through word-of-mouth as a measure of revenue generation; and (iii) to better understand the role of stickiness of B2CVC in CRM marketing. The model incorporates three key elements concerning community members: (i) their beliefs, measured in terms of their involvement assessment; (ii) their attitudes, measured in terms of their satisfaction and trust; and, (iii) their behavior, measured in terms of site stickiness and their word-of-mouth. Involvement is considered the motivation for consumers to participate in a virtual community. For B2CVC members, information searching and posting have been proposed as the main purpose for their involvement. Satisfaction has been reviewed as an important indicator of a member's overall community evaluation, and conceptualized by different levels of member interactions with their VC. The formation and expansion of a VC depends on the willingness of members to share information and services. Researchers have found that trust is a core component facilitating the anonymous interaction in VCs and e-commerce, and therefore trust-building in VCs has been a common research topic. It is clear that the success of a B2CVC depends on the stickiness of its members to enhance purchasing potential. Opinions communicated and information exchanged between members may represent a type of written word-of-mouth. Therefore, word-of-mouth is one of the primary factors driving the diffusion of B2CVCs across the Internet. Figure 1 presents the research model and hypotheses. The model was tested through the implementation of an online survey of CTrip Travel VC members. A total of 243 collected questionnaires was reduced to 204 usable questionnaires through an empirical process of data cleaning. The study's hypotheses examined the extent to which involvement, satisfaction, and trust influence B2CVC stickiness and members' word-of-mouth. Structural Equation Modeling tested the hypotheses in the analysis, and the structural model fit indices were within accepted thresholds: ${\chi}^2^$/df was 2.76, NFI was .904, IFI was .931, CFI was .930, and RMSEA was .017. Results indicated that involvement has a significant influence on satisfaction (p<0.001, ${\beta}$=0.809). The proportion of variance in satisfaction explained by members' involvement was over half (adjusted $R^2$=0.654), reflecting a strong association. The effect of involvement on trust was also statistically significant (p<0.001, ${\beta}$=0.751), with 57 percent of the variance in trust explained by involvement (adjusted $R^2$=0.563). When the construct "stickiness" was treated as a dependent variable, the proportion of variance explained by the variables of trust and satisfaction was relatively low (adjusted $R^2$=0.331). Satisfaction did have a significant influence on stickiness, with ${\beta}$=0.514. However, unexpectedly, the influence of trust was not even significant (p=0.231, t=1.197), rejecting that proposed hypothesis. The importance of stickiness in the model was more significant because of its effect on e-WOM with ${\beta}$=0.920 (p<0.001). Here, the measures of Stickiness explain over eighty of the variance in e-WOM (Adjusted $R^2$=0.846). Overall, the results of the study supported the hypothesized relationships between members' involvement in a B2CVC and their satisfaction with and trust of it. However, trust, as a traditional measure in behavioral models, has no significant influence on stickiness in the B2CVC environment. This study contributes to the growing body of literature on B2CVCs, specifically addressing gaps in the academic research by integrating measures of beliefs, attitudes, and behaviors in one model. The results provide additional insights to behavioral factors in a B2CVC environment, helping to sort out relationships between traditional measures and relatively new measures. For practitioners, the identification of factors, such as member involvement, that strongly influence B2CVC member satisfaction can help focus technological resources in key areas. Global e-marketers can develop marketing strategies directly targeting B2CVC members. In the global tourism business, they can target Chinese members of a B2CVC by providing special discounts for active community members or developing early adopter programs to encourage stickiness in the community. Future studies are called for, and more sophisticated modeling, to expand the measurement of B2CVC member behavior and to conduct experiments across industries, communities, and cultures.