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This paper attempts to conduct a comparative study on the city diplomacy of China and Japan’s representative megacities: Shanghai and Tokyo. The cases of this paper can certainly be the novelty of this study. Also, considering the city diplomacy of megacities is expected to give us some fresh ideas for further studies of Chinese and Northeast Asian area studies. Based on empirical studies, the research questions are set in order to find out the similarity, disparity and further possible implications from the cases of city diplomacy of Chinese and Japanese megacities. For the similarity, both cases show that the central government has more authority than local government in implementing the city diplomacy. Also, the both conduct the city diplomacy practices for their host countries strategic benefits (Belt and Road Initiative for China and Olympic Games for Japan). Furthermore, the both cases show that their host countries are more inclined to pay more interests in establishing economic-trade relations rather than the political ones. For the disparity, China is more inclined to be active and strategic with a more distinct strategic objective(One China Policy) than Japan. The implications for this study is that China needs to strengthen socio-cultural co-operation with other countries in order to improve its national images. China should be prepared for accommodating massive influx of foreigners after the post-COVID era. Also, China could exploit the system of Special Administrative Region. The results of this study also have some implications for Korea. Seoul, Korea, needs to improve the city diplomacy network with other cities in its region. Consequently, the Korean government could consider fostering more megacities in Korea for improving its diplomatic capacity and internationalization.

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This paper chooses the fitness app ‘Keep’ and ‘Yuedongquan(悅動圈)’ as the analysis object and analyzed the facyors of user characteristics, fitness app characteristics, perceived ease of use and intention to use. And conducted a research on taking personal health consciousness as moderating effect. In addition, the differences in the results of path analysis were examined through multi-group analysis according to the app ‘Keep’ and ‘Yuedongquan (悅動圈)’. The results are as follows. First, only in user’ health consciousness, there are statistically significant difference of ‘Keep’ and ‘Yuedongquan(悅動圈)’. ‘Keep’ is higher than ‘Yuedongquan(悅動圈)’. In the results of analysis of differences according to gender, in the case of Keep, there are statistically significant difference in three variables such as convenience, entertainment. but in case of Yuedungquan, all nine variables were not statistically significant. In the results of the analysis of differences according to the number of weekly use, in the case of Keep, there are statistically significant difference according to the number of weekly use in 6 variables such as innovativeness and self-efficacy, in the case of Yuedungquan, 9 variables all were found to be not statistically significant. Second, hypothesis verification results indicated that the entertainment of fitness app, the innovation, customization and self-efficacy of user characteristics have a positive effect on the perceived ease of use. In addition, between the entertainment of fitness app, customization of user characteristics and perceived ease of use, the health consciousness has the moderating efffct. Between the perceived ease of use and intention to use, the health consciousness also has the moderating effect. Finally, in the case of multi-group analysis, it is confirmed that there are differences in fitness app of ‘Keep’ and ‘Yuedongquan(悅動圈)’.

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The Palace Museum, a model of innovation in Chinese cultural and creative products, always keeps up with various national support policies and remains sensitive to the market. Taking advantage of newmedia marketing, the Palace Museum sells cultural and creative products to the public through its Internet platform. However, their product design still suffers from market homogenization and lacks of consideration for consumer demands; and there are very few studies on the affective design of the cultural and creative product of the Palace Museum. This study aims to understand the consumer market demand for cultural and creative products and to analyze the factors that affect purchase intention. Therefore, based on affective design and perceived value theory, we construct a structural model of the influence of affective design on consumers’ purchase intentions. Taking the Palace Museum in China as a sample, the following main findings were drawn through empirical analysis: 1) affective design of the Palace Museum’s cultural and creative products positively influences consumers’ purchase intention, and there are significant mediating effects, including the perceived value, the perceived attitude and the behavioral perception; 2) affective design positively influences consumers’ perceived entertainment, culture and quality; 3) perceived entertainment and culture positively influence consumers’ perceived value; 4) perceived value positively affects consumer purchase intention; and 5) purchase attitude and affective behavior control positively affect consumer purchase intention.

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At almost the same time, the Republic of China (Taiwan) and the Republic of Korea (South Korea) announced “the New Southbound Policy” and “the New Southern Policy,” which have similar names that set ASEAN and India as major target areas for foreign policy enforcement. What was the background and motivation for Taiwan and Korea to establish external economic policies based on the “people-centered community” for the same region at the same time? Did similar experiences of political and economic development, political systems, and value cultures enable similar foreign policy decisions? Or did the historical conditions or geopolitical environment of the two governments decide these foreign policies? Taiwan and South Korea, Asia’s leading economic advanced countries and political democracies, have set ASEAN and India as key targets for foreign policy, a series of actions to actively adapt to the changed situation and new perceptions of the internal and external environment of policymakers. First, it is a new perception of the economic growth and development potential of ASEAN and India. Second, it is a change in the diplomatic and security environment of the Asia-Pacific region. Third, the two countries needed to manage Chinese risks in the political and economic fields in common. This paper compares and analyzes the Tsai Ing-wen government’s the New Southbound Policy and the Moon Jae In government’s the New Southern Policy based on the perspective that the role and external system factors suggested by James N. Rosenau are the most important variables in the foreign policy decision-making process. The main contents of the comparative analysis are the background and motivation of policy-making, similarity and difference between policy goals and implementation strategies and systems, and specific performance of policy execution. The purpose of this comparative analysis is to more systematically identify and compare similarities and differences in the process of determining and implementing foreign policy between Taiwan and Korea based on already established theoretical propositions rather than establishing general theory.

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The cause of the First Sino-Japanese War is generally found in the military conflict on the Korean Peninsula due to intensifying conflicts between the Qing Dynasty and Japan over Choson Dynasty. However, this view has the premise that the Qing Dynasty, which has declined due to the invasion of the Western powers, and Japan, which succeeded in modernization. It is interpreted that the Sino-Japanese War, which brought about the decline of the Qing Dynasty and the modern era of Japan, is a confrontation between tradition and modern times. However, this article is not the cause of the First Sino-Japanese War, but rather the origin. It can be found in Russia, Qing, and Japan after the Imjin War, which newly emerged in East Asia in the 17th century. Both the Qing Dynasty and Japan signed modern territorial treaties with Russia for the first time, which was the result of Russia's eastward movement and southward movement. Russia's eastward movement and southward took place over a long period of 200 years, and in the process, geopolitical perceptions of the Qing Dynasty and Japan also gradually changed. The modern territorial struggle between Russia and Japan, symbolized by the Irie(伊犁) incident and the Taiwan incident, brought a dramatic opportunity to the geopolitical changes of the Qing Dynasty. In the 19th century, China was strongly stimulated by the geopolitical challenges of Russia and Japan, which led to debates among reformers. In the end, it was not the Western powers that played the biggest role in China's geopolitical changes, but Russia and Japan, which were neighboring territories. The territorial threat of Russia and Japan emerged as a subordinate nationalization strategy for Coson Dynasty, which eventually led to the First Sino-Japanese War.

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This paper collects 766 college students’ questionnaire data, to analyze the impact of entrepreneurial environment, self-efficacy, and university guidance on college students’ rural e-commerce entrepreneurial intention. The results show that the resource environment, policy environment, capital environment, and infrastructure environment of entrepreneurial environment have a significant and positive impact on entrepreneurial intention; the improved management efficacy and risk-taking ability efficacy of the entrepreneurial self-efficacy lead to higher entrepreneurial intention. In addition, university entrepreneurship education is found to be positively moderate the relationships between policy environment, capital environment and entrepreneurial intention, and the relationships between management efficacy, market efficacy, risk-taking ability efficacy and entrepreneurial intention.

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Pet refers to animals that are suitable for raising at home, can be used as partners in life, enrich human affective life, and improve human quality of life. In general, in the UK, Europe, and North America, where the economy has developed, raising pets is common, so it can be seen that raising pets is closely related to economic development. As pets are raised more, pets may get sick or get sick, just as humans get sick or sick. In particular, if pets need surgical surgery or pets stay in an animal hospital for a long time, the medical cost for this can be quite high. In addition, accidents in which pets cause personal injury to others often occur. In this case, insurance law measures are needed, which can be called pet insurance. In the case of China, it can be said that the number of households raising pets is on the rise along with the rapid growth of the economy. However, the level of public awareness of pet insurance is not that high. Nevertheless, interest in raising pets has been growing, especially among the younger generation, and awareness of pet insurance is quite high. It can be said that China’s pet insurance market is currently stagnant. The reasons can be found in the low level of awareness of pet insurance, poor access to insurance, complicated insurance claims procedures, lack of access to animal hospitals, lack of expertise in veterinarians, and lack of advanced pet-related legislation. In order for China’s pet insurance market to grow in the future, first, it is necessary to raise the level of public awareness of pet insurance and increase access to pet insurance. Second, it is necessary to increase the registration rate of pets through the advancement of the pet-related legislation, and in the case of ferocious dogs, it is necessary to enforce liability insurance. Third, it is considered necessary to establish and promote educational policies to expand the number of animal hospitals and strengthen the expertise of veterinarians in the long run.

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The Personal Information Protection Law, which can be said to be the basic law of China's personal information protection system, was passed by the Standing Committee of the 13th Chinese National People's Congress on August 20, 2021, and will be officially entered into force on November 1, 2021. It has the significance that the China’s basic legal system related to cyber information, data management and protection of personal information has been completely organized by integrating the contents related to personal information protection scattered in various laws such as the Chinese Civil Code, the Network Security Law, the Information Safety Law, etc. EU's new version of personal information protection law, GDPR, came into effect formally starting from May 25, 2018. Compared to GDPR, China’s Personal Information Protection Law is mostly similar to the former in many respects such as definition and application of personal information, principles of personal information processing, guarantee of the rights of the subject of personal information, provision regarding consent and withdrawal of personal information processing, international transfer of personal information, protection of personal information through application of new technology, penalty provisions for violation, etc. The Chinese law, however, differs from EU in the following points: the scope of sensitive personal information is wider, personal information processing is possible without prior notice in case of public safety incidents, and sanctions for violation of laws are stricter and broader than GDPR. As the digital economy is accelerating in the era of the 4th industrial revolution, and the issues related to personal information processing and transfer are expected to increase in the future, Korean companies need efforts to understand and respond to the China's Personal Information Protection Law in advance.

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Sustainable economic growth in China requires fostering high tech companies and obtaining performance outcomes based on continuous innovation. However, the high tech industry varies greatly in scale depending on the field and has an extremely competitive market. In addition, rapid product updates not only create profit but also bring great risks. Continuous innovation is imperative for high tech companies, and human capital is at the center of innovation. This study verified how such human capital affects the absorptive capacity and innovation performances of companies. This study aimed to investigate the structural relationship among human capital, absorptive capacity, and innovation performance of Chinese high tech companies. After setting up hypotheses on human capital, absorptive capacity, and innovation performance, 417 valid survey data were collected from Chinese high tech companies. The data were then empirically analyzed with SPSS and AMOS. The findings showed that human capital had a significant positive effect on absorptive capacity and innovation performance of Chinese high tech companies, and that absorptive capacity showed a significant positive effect on innovation performance. In addition, it was found that absorptive capacity had a mediating effect in the relationship between human capital and innovation performance. This study reviewed the factors that affect the innovation performances of Chinese high tech companies. With the recent intensified technology competition, human capital has become highly important for companies. This study suggested the implication that for companies to continue to maintain their competitive advantages, their human capital should create innovation performance outcomes with absorptive capacities as mediating factors.

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