What Is Wrong With Chinese Soccer? Consumers’ Attention, Involvement, and Satisfaction

While Chinese supporters represent one of European soccer’s fastest-growing fan bases (Sporting Intelligence, 2011), the high-level of enthusiasm surrounding the European soccer leagues does not seem to be shared with China’s domestic league, the Chinese Super League (CSL). Soccer is in fact the most popular sport in China; however, locals have developed an attitude of resentment toward the product as they appear unhappy and unwilling to attend and watch CSL events, nor consume licensed CSL products. Based on these observations, the purpose of this study was to investigate Chinese soccer fans’ levels of satisfaction and dissatisfaction on the basis of their attention to and involvement with the CSL and its teams. According to Lavidge and Steiner’s (1961) hierarchy of effects model, there is an inherent sequence in cognition, affection, and conation, whereby awareness and attention can be linked to customer satisfaction. Seeing, experiencing, and evaluating form the essence of initial satisfaction (Oliver, 1997) and will lead to a consumer’s further attention, interest, and ultimately commitment to purchase a product or service (Anderson, Fornell, & Lehmann, 1994; Shank, 2009). Literature has shown that consumers with high levels of brand attention cope better with price changes that could potentially impact their behavioral intentions and satisfaction levels (Oh, 2000). Therefore, consumer attention to the CSL would experience higher levels of satisfaction with the league’s operations and marketing efforts (Hypothesis 1). Involvement is also known to play a critical role in determining consumer behavior because people with feelings of involvement tend to have expectations toward products or services that they consume or are planning to consume. Prior studies have identified the direct and indirect effects of involvement on levels of satisfaction (Mano & Oliver, 1993; Richins & Bloch, 1991; Swinyard, 1993). When an individual is continuously involved with a product or a service, he or she likely to be reasonably satisfied with the product or service and displays a high level of brand commitment. It was therefore hypothesized that consumers with a higher level of involvement would be more likely to search for information about a product or a service; when mediated by their satisfaction toward the product or service, they would be more likely to repurchase or reuse it (Hypothesis 2). Research participants (N = 926) were spectators at five CSL games, involving 10 of 16 CSL teams, held in five major Chinese cities. Based on the literature review and interviews of 26 CSL team administrators and coaches, a questionnaire was formulated that contained items geared toward measuring consumer attention, consumer involvement, and consumer satisfaction. The sample was randomly split into three sub-groups (n = 309, n = 309, and n = 308), which were respectively used to conduct an exploratory factor analysis (EFA) for the consumer satisfaction variables, confirmatory factor analysis (CFA) for the consumer satisfaction variables, and structural equation modeling (SEM) for examining the impact of consumer attention and involvement on consumer satisfaction. The EFA suggested three consumer satisfaction factors with 10 items retained. These factors were labeled as satisfaction with policy, satisfaction with operations, and satisfaction with marketing. The factor loadings ranged from .482 to .899. CFA confirmed the data fit of the model derived in EFA (x²/df = 2.154, RMSEA =.061, CFI = .963, SRMR = .042). Furthermore, the model displayed good reliability and validity evidence (AVE \u3e .5, CR \u3e .7, λ \u3e .6, rinter-factor \u3c .85). In SEM, the data fit the specified structural model reasonably well (x²/df = 2.463, RMSEA = .069, CFI = .945, and SRMR = .048). Among the proposed structural relationships, consumers’ attentions negatively influenced their satisfaction with marketing (β = -.169, p \u3c .05) and consumers’ involvements negatively influenced their satisfaction with operations (β = -.162, p \u3c .05). The relationships between attention and satisfaction with policy (β = -.025, p \u3e .05), between attention and satisfaction with operations (β = -.117, p \u3e .05), between involvement and satisfaction with policy (β = -.108, p \u3e .05), and between involvement and satisfaction with marketing (β = -.114, p \u3e .05) were not statistically significant. Contrary to the common beliefs that consumer’ attentions and involvements would positively affect one’s satisfaction, the findings of this study revealed opposite relationships between consumer cognition and affect. A reasonable explanation is that the CSL has serious issues in its operations and marketing, both of which are often resulted from the league’s administrative policies although consumers may not fully understand the presence, relevance, and impact of the policies on the other two observable aspects, namely operation and marketing. Many soccer fans in China very much care about the CSL and the general growth and development of soccer in China; however, they are very discouraged by the CSL’s ineffective administration and numerous corruptions, errors, and scandals in recent years. Constructive suggestions are offered at the end of project to improve the CSL’s operations and marketing efforts. Beyond China, it is hoped that the findings of this study can also aid league administrators in other countries where soccer fans give priority to foreign soccer games over their domestic products

Design of a Second Generation Electrostatic Precipitator for Martian Atmospheric Dust Mitigation of ISRU Intakes

A second generation electrostatic precipitator for use in the Martian environment has been developed by the Electrostatics and Surface Physics Laboratory (ESPL) at NASA Kennedy Space Center (KSC). This new system was designed to be modular and has three interchangeable test sections, each with a variety of replaceable high voltage electrodes, enabling optimization of the dust collection efficiency of the precipitator. It has the ability to maintain an increased atmospheric flow rate and provide more accurate dust delivery into the test section than was available in the previous prototypes. A majority of the controls for the system are provided by a software package developed to maintain a constant flow rate, low pressure, and electrode current to enable long duration performance characterization. This allows for testing of the technology in a relevant environment similar to those expected to be found in an atmospheric In-Situ Resource Utilization (ISRU) plant on Mars

Neuronal Activity and CaMKII Regulate Kinesin-Mediated Transport of Synaptic AMPARs

SummaryExcitatory glutamatergic synaptic transmission is critically dependent on maintaining an optimal number of postsynaptic AMPA receptors (AMPARs) at each synapse of a given neuron. Here, we show that presynaptic activity, postsynaptic potential, voltage-gated calcium channels (VGCCs) and UNC-43, the C. elegans homolog of CaMKII, control synaptic strength by regulating motor-driven AMPAR transport. Genetic mutations in unc-43, or spatially and temporally restricted inactivation of UNC-43/CaMKII, revealed its essential roles in the transport of AMPARs from the cell body and in the insertion and removal of synaptic AMPARs. We found that an essential target of UNC-43/CaMKII is kinesin light chain and that mouse CaMKII rescued unc-43 mutants, suggesting conservation of function. Transient expression of UNC-43/CaMKII in adults rescued the transport defects, while optogenetic stimulation of select synapses revealed CaMKII’s role in activity-dependent plasticity. Our results demonstrate unanticipated, fundamentally important roles for UNC-43/CaMKII in the regulation of synaptic strength

Electrical Characteristics of the Mars Electrostatic Precipitator

NASA's next generation Mars missions will include chemical processing plants to convert the Martian atmosphere into consumable products needed to support astronaut activities. The thin, mostly carbon dioxide atmosphere of Mars is estimated to have 5-10 particles/cu. cm which have a radius of 1.6-2.27 microns on average. These dust particles could potentially foul the chemical process or reduce the purity of the products. Electrostatic precipitation is one possible solution to remove dust particles from the ingested Mars atmosphere. The Electrostatics and Surface Physics Laboratory at NASA's Kennedy Space Center has developed an electrostatic precipitator testbed to understand the intricacies of corona discharges in dusty flows simulating Mars atmospheric conditions. Current-voltage trends have been established for a number of precipitator flow conditions. Corona onset voltage and streamer onset voltage trends versus pressure are also established

Geriatric Conditions and Prescription of Vitamin K Antagonists vs. Direct Oral Anticoagulants Among Older Patients With Atrial Fibrillation: SAGE-AF

Background: Geriatric conditions are common among patients with atrial fibrillation (AF) and relate to complications of oral anticoagulation (OAC). Objective: To examine the prevalence of geriatric conditions among older patients with AF on OAC and relate type of OAC to geriatric conditions. Methods: Participants had a diagnosis of AF, were aged \u3e /=65 years, CHA2DS2VASC \u3e /= 2, and had no OAC contraindications. Participants completed a 6-component geriatric assessment that included validated measures of frailty (CHS Frailty Scale), cognitive function (MoCA), social support (MOS), depressive symptoms (PHQ9), vision, and hearing. Type of OAC prescribed was documented in medical records. Results: 86% of participants were prescribed an OAC. These participants were on average aged 75.7 (SD: 7.1) years, 49% were women, two thirds were frail or pre-frail, and 44% received a DOAC. DOAC users were younger, had lower CHA2DS2VASC and HAS-BLED scores, and were less likely to be frail. In Massachusetts, pre-frailty was associated with a significantly lower odds of DOAC vs. VKA use (OR = 0.64, 95%CI 0.45, 0.91). Pre-frailty (OR = 0.33, 95%CI 0.18-0.59) and social isolation (OR = 0.38, 95%CI 0.14-0.99) were associated with lower odds of DOAC receipt in patients aged 75 years or older. Social isolation was associated with higher odds of DOAC use (OR = 2.13, 95%CI 1.05-4.29) in patients aged 65-74 years. Conclusions: Geriatric conditions were common and related to type of OAC prescribed, differentially by age group. Research is needed to evaluate whether a geriatric examination can be used clinically to better inform OAC decision-making in older patients with AF

Magnitude and Characteristics of Patients Who Survived an Acute Myocardial Infarction

BACKGROUND: The purpose of this study was to describe the magnitude and characteristics of patients who did not experience any significant major adverse cardiovascular event early (within 6 weeks) and late (during the first year) after hospital discharge for an acute myocardial infarction (AMI). METHODS AND RESULTS: Data from 12 243 patients discharged after an AMI from 233 sites across the United States in the TRANSLATE-ACS (Treatment With ADP Receptor Inhibitors: Longitudinal Assessment of Treatment Patterns and Events After Acute Coronary Syndrome) study were analyzed. Multivariable adjusted regression analyses modeled factors associated with 6-week and 1-year survivors who did not experience a recurrent AMI, stroke, unplanned coronary revascularization, or rehospitalization for unstable angina/chest pain during these time periods. The average age of this study population was 60.0 years, 72.0% were men, and 87.9% were white. In this population, 92.4% were classified as early low-risk survivors and 76.3% were classified as late low-risk survivors of an AMI. Factors associated with being an early and late postdischarge survivor included being male and having single-vessel coronary artery disease at the patient\u27s index hospitalization. Patients who were not first seen with any chronic health condition, had an index hospital stay of \u3c /=3 days, and had high baseline quality-of-life scores were more likely to be late low-risk survivors. CONCLUSIONS: Identifying low-risk survivors of an AMI may permit healthcare providers to focus more intensive efforts and interventions on those at higher risk of experiencing adverse cardiovascular events during the postdischarge transition period. CLINICAL TRIAL REGISTRATION: URL: http://www.clinicaltrials.gov. Unique identifier: NCT01088503