i

Abstract Proceeding Book

of

4th Japan International

Conference on Business,

Management Studies and

Social Science

(4th JIBUMS)

September 26 - 27, 2019

Osaka, Japan

ii

Abstracts Proceeding Book

of

4th Japan International Conference on Business,

Management Studies and Social Science

(4th JIBUMS)

ISBN:

978-602-5902-48-2

Chief of Editor:

Hendrati Dwi Mulyaningsih

Cover and layout: Diah Kusumastuti

Publisher:

Yayasan Sinergi Riset dan Edukasi

Office Address:

Jl. Kancra No. 11, Bandung 40262, Indonesia

Contact: (+62) 8112331733

Email: contact@researchsynergy.org

Fourth publication, January 2019

Copyright © 2019 by Yayasan Sinergi Riset dan Edukasi.

All rights reserved. No part of this publication maybe

reproduced or utilized in any form or by any means, electronic

or mechanical, including photocopying, recording or by any

information storage and retrieval system, without permission in

writing from the publisher.

iii

FOREWORD

Research Synergy Foundation is a digital social enterprise

platform that focuses on developing Research Ecosystem

towards outstanding global scholars. We built collaborative

networks among researchers, lecturers, scholars, and

practitioners globally for the realization of knowledge

acceleration. We promote scientific journals among countries

as an equitable distribution tools of knowledge. We open

research collaboration opportunities among countries,

educational institutions, organizations and among researchers

as an effort to increase capabilities.

Known as a catalyst and media collaborator among researchers

around the world is the achievement that we seek through this

organization. By using the media of International Conference

which reaches all researcher around the world we are

committed to spread our vision to create opportunities for

promotion, collaboration and diffusion of knowledge that is

evenly distributed around the world

Our Vision:

As global social enterprise that will make wider impact and

encourage acceleration quality of knowledge among scholars.

Our Mission:

First, developing a research ecosystem towards outstanding

global scholars. Second, Promoting scientific journals among

countries as an equitable distribution tools of knowledge.

Third, opening research collaboration opportunities among

countries, educational institutions, organizations and among

researchers as an effort to increase capabilities. Fourth, creating

global scientific forum of disciplinary forums to encourage

strong diffusion and dissemination for innovation.

iv

TABLE OF CONTENTS

ORGANIZING COMMITTEE .................................................... V

SCIENTIFIC AND REVIEW COMMITTEE ........................... VI

CONFERENCE CHAIR MESSAGE....................................... VIII

CONFERENCE AGENDA .......................................................... IX

A. BUSINESS ADMINISTRATION RESEARCH ................................... 1

B. ECONOMICS RESEARCH ................................................................. 4

C. MANAGEMENT RESEARCH ............................................................ 6

D. OPERATION MANAGEMENT RESEARCH. .................................. 10

E. RISK MANAGEMENT RESEARCH ................................................ 12

F. SOCIAL SCIENCE RESEARCH. ...................................................... 15

FUTURE EVENTS. .................................................................................. 19

v

ORGANIZING COMMITTEE

Conference Chair

Hendrati Dwi Mulyaningsih

Organizing Committee

Santi Rahmawati

Conference Support

Diah Kusumastuti

Information and Technology Support by Scholarvein Team

vi

SCIENTIFIC REVIEW COMMITTEE

Hendrati Dwi Mulyaningsih

Telkom University, Indonesia

Arief Budiman

Universitas Lambung Mangkurat, Indonesia

Ismi Rajiani

Universitas Lambung Mangkurat, Indonesia

Ahmad Rozelan Yunus

Universiti Teknikal Malaysia Melaka, Malaysia

Masloch Piotr

War Studies University Warsaw, Poland

Daniel Marco-Stefan Kleber

University of Applied Science Kaiserslautern, Germany

Andri Putra Kesmawan

Universitas Gadjah Mada, Indonesia

Febrialdy Hendratawan

Research Synergy Foundation

Eko Prasetyo

School of Education Science Subang Indonesia

vii

Victor F. David

Philippine Christian University and Southeast Asia

Interdisciplinary Development Institute (SAIDI), Philippines

A.A Gde Satia Utama

Airlangga University, Indonesia

Muhammad Imran Khan

National Electric Power Regulatory Authority (NEPRA),

Pakistan

Yosephina K.Sogen

Nusa Cendana Univeristy, Indonesia

Taufik Azis

Nanjing Normal University, China

Wahid Yunianto

SEAMEO QITEP in Mathematics, Indonesia

Baretha Rizka Tantiya

Universitas Nasional, Indonesia

Sati Hind

université cadi ayyad faculté des sciences juridiques

economiques et sociale Marrakech, Marocco

Mohamad Ferdaus Noor Aulady

Kumamoto University, Japan

Eka Juliafad

The University of Tokyo, Japan

Muhammad Zubair

Alpen Adria University Klagenfurt/Sociology, Austria

viii

CONFERENCE CHAIR MESSAGE We are delighted to welcome you to the 4th Japan International

Conference on Business, Management Studies and Social Science (4th

JIBUMS) by Research Synergy Foundation held on September 26 –

27, 2019 at Fukuracia Hotel Osaka, Japan.

The aim of Conference is to enable a presentation of scientific

work results as well as to arrange an interdisciplinary discussion

among the representatives of the academic field, professionals of

practice and students of doctoral studies about a relation of business,

management and social science. 4th JIBUMS 2019 International

Conference shows up as a cutting-edge Social Research platform to

gather presentations and discussions of recent achievements by

leading researchers in academic research.

It has been our privilege to convene this conference. Our sincere

thanks, to the conference organizing committee; to the Program

Chairs for their wise advice and brilliant suggestion on organizing the

technical program and to the Program Committee for their through

and timely reviewing of the papers. Recognition should go to the

Local Organizing Committee members who have all worked

extremely hard for the details of important aspects of the conference

programs and social activities.

We welcome you to Osaka, Japan and hope that this year’s

conference will challenge and inspire you, and result in new

knowledge, collaborations, and friendships.

Best regards,

Dr. Hendrati Dwi Mulyaningsih

Conference Chair of 4th JIBUMS 2019

ix

CONFERENCE PROGRAM Day 01- Thursday | September 26, 2019

Venue : Meeting Room F Fukuracia Hotel – Osaka, Japan

Time Activity

09.00 - 09.30 Welcome Reception and Registration

09.30 - 09.40 Opening Address Conference Coordinator: Mrs. Santi Rahmawati – Research Synergy Foundation

09.40 - 09.45 Group Photo Session, Morning Tea and Grand Networking

09.45 – 12.00 Parallel Session

12.00 – 13.00 Lunch and Closing Ceremony

x

Day 01 Thursday, 26 September 2019

Session 1 : 09.45 – 12.00 Session Chair : Santi Rahmawati

Paper ID Author Media Paper Title

JIU19136 Dewi Murtiningsih Oral Presentation The Influence Of Social Media Marketing, Brand Equity And Brand Trust On Brand Loyalty

JIU19137 Dewi Murtiningsih Oral Presentation Student Satisfaction As Mediation Variable Of Brand Image And Word Of Mouth Influence On Student Loyalty

JIU19117 Tharushika Dinithi Deshappriya Pathiranage

Oral Presentation Work-life Balance And Job Performance Of Academics Of Higher Educational Institutes In Sri Lanaka

JIU19134 Soni Harsono Awan Oral Presentation Benefits Sought, Service Quality, And Their Relationship With Satisfaction And Loyalty Of Banking Customers In Indonesia

JIU19138 Pavee Siriruk Oral Presentation Genetic Algorithm With Best-fit Heuristic Algorithm For 2d Bin Packing Problems

JIU19133 Te-en Chan Oral Presentation A Reconstruction Of Taiwan's Aml Mechanisms—a Focus On Suspicious Transaction Reporting By Banks

JIU19125 Sathaporn Monprapussorn Oral Presentation Land Use Change Projection In Amphoe Muang, Kanchanaburi Province

JIU19130 Yangbin Chen Oral Presentation Transgender, Cross-border Ethnic Minority And Transnational Marriages: Sharp-tongued Talk-show Hostess Jin Xing As A Touchstone Of Chinese Multiculturalism

JIU19132 Meta Ayu Kurniawati Oral Presentation The Short-term And Long-term Dynamics Between Ict Mobile And Internet Infrastructure, Innovation, Macroeconomic Variables And Economic Growth In A Digital Economy

Lunch and Closing Ceremony : 12.00 – 13.00

Room F

Track Business Administration, Economics, Management, Operation Management, Risk Management, and Social Science

xi

List of Conference Attendees and Invitations

ID Attendee Field of Study Affiliation

JIU19139 Senisetine Social Science SMA Negeri 2 Palangkaraya

xii

Day 02

Friday (September 27, 2019) City Tour and Shopping Day

All respective guests are free to conduct their own sightseeing and tour. The second day of the event is reserved for this

memorable purpose

1

Track: business administration

2

The Influence of Social Media Marketing, Brand Equity

and Brand Trust on Brand Loyalty

Dewi Murtiningsih1, Moeljadi2, Noermijati3, Rofiaty4

1Universitas Budi Luhur,2,3,4Brawijaya University

Abstract Background – Social media such as internet is a means to encourage

university in spreading information nationally and internationally. These are

things that change conventional communication to modern and all digital, and

encourage university to use social media as their strategic tool in marketing.

Purpose – This study describes the influence of social media marketing on

brand loyalty, the role of brand equity in mediating the influence of social

media marketing on brand loyalty and the role of brand trust in mediating the

influence of social media marketing on brand loyalty.

Design/methodology/approach – The research design uses explanatory

approach. Data collection uses survey method. Proportionale sampling

technique is applied to 110 students of information technologies faculty in four

private universities in Jakarta with grade-B. The data analysis method used in

the hypotheses testing of this study is Structural Equation Model (SEM).

Findings – The result of this research shows that social media marketing does

not have direct influence on brand loyalty. Furthermore, the result also shows

direct influence of social media marketing on brand equity, brand equity on

brand loyalty, social media marketing on brand trust, and brand trust on brand

loyalty. It also shows that brand equity and brand trust mediate the influence

of social media marketing on brand loyalty.

Research limitations – This research is only limited on one exogen variables,

they are social media marketing, two intervening variable brand equity and

brand trust, then one endogen variable is brand loyalty. Moreover, next

researcher can also examine with different analysis tool.

Originality/value – In direct effect social media marketing no significantly

when used mediaton variable can significantly and shows that brand equity and

brand trust mediate. Some recommendations for future research are also made.

Keywords: Social Media Marketing, Brand Equity, Brand Trust, Brand Loyalty

3

Student Satisfaction as Mediation Variable of Brand

Image and Word of Mouth Influence on Student Loyalty

Dewi Murtiningsih1

1Universitas Budi Luhur

Abstract

Background – When the competition is getting tight, private universities are

trying to fulfill the needs and wishes of the consumer, in this case university

students, by placing its orientation on the customer (university student)

satisfaction as their main goal.

Purpose – The purpose of this research is to find out the influence of brand

image on student satisfaction, to find out the influence of brand image on

student loyalty, to find out the role of student satisfaction in mediating the

influence of brand image on student loyalty, to find out the influence of student

satisfaction on student loyalty, to find out the influence of word of mouth on

student satisfaction, to find out the influence of word of mouth on student

loyalty, and to find out the role of student satisfaction in mediating the

influence of word of mouth on student loyalty.

Design/methodology/approach – This research is an explanatory research.

The sample in this research is 110 university students. Questionnaire is used as

instrument to collect respondents data, which later on will be tested using

validity and reliability test. Analysis instrument used is smart PLS.

Findings – Research data shows that brand image influences student

satisfaction, brand image does not influence student loyalty, student

satisfaction mediates the influence of brand image on student loyalty, student

satisfaction influences student loyalty, word of mouth influences student

satisfaction, word of mouth influences student loyalty, student satisfaction

mediates the influence of word of mouth on student loyalty.

Research limitations – this research only focuses on bachelor degree students

of five faculties in Budi Luhur University which are information technology,

communication, economy, political and social science, and engineering

faculty. Moreover, next researcher can also examine using method with

different analysis tool.

Originality/value – Brand image does not influence student loyalty.Some

recommendations for future research are also made.

Keywords: Brand Image, Word of Mouth, Student Satisfaction, Satisfaction,

Student Loyalty

4

Track: economics

5

The short-term and long-term dynamics between ICT

mobile and internet infrastructure, innovation,

macroeconomic variables and economic growth in a

digital economy

Meta Ayu Kurniawati1

1Ritsumeikan University

Abstract Background – Over the last decades, alteration in technology within

widespread and the emergence of the digital economy is a major factor

driving economic growth.

Purpose – The objective of this study is looking for the answer to

questions concerning the nature of the causal relationship between

economic growth, ICT, innovation and two other macroeconomic

variables.

Design/methodology/approach – The present study utilizes a panel

vector error-correction modeling to investigate the potential

interconnections between information and communication technology

(ICT), innovation, macroeconomic variable, and economic growth based

on annual data from 24 OECD countries between two distinguish span

periods (2000-2009 and 2010-2018). In particular, this study examines the

direction Granger causality between these variables.

Findings – The empirical results reveal that the variables are cointegrated.

Moreover, ICT, innovation and macroeconomic variable influence

economic growth in the earliest and latest periods in the long-run

estimation. The findings also disclose robust interlinkages between the

variables in the short-run. Besides, in corresponding with long-run result

estimation, the role of ICT will promote economic growth in a remarkable

way for the next decade according to the forecast error variance

decomposition results.

Research limitations – The limitation of this study is only focusing on

high-income OECD countries based on data availability. therefore, the

next research could expand the investigation through the middle-income

countries in other regions.

Originality/value – Overall, empirical outcomes suggest that the policy

and decision-makers should provide significant concern to an integrated

policy method for securing sustained economic growth in OECD

countries.

Keywords: ICT; innovation; economic growth; VECM

6

Track: management

7

Work-life balance and job performance of academics

of higher educational institutes in Sri Lanaka

Tharushika Dinithi Deshappriya Pathiranage1, Prof. D T D

Kodagoda2, Y. L. Pathiranage3

1,2University Of Colombo, Sri Lanka,3Bitumix (Pvt) Limited, Sri Lanka

Abstract Background – Balance in work-life and family life is an emerging

challenge in the 21st century for employees. This issue is of great

importance as far as employees' and organizational performance are

concerned. Academic profession incorporates a wide range of

responsibilities with potentially challenging demands. In the context of

this working environment, strike a balance between work and personal life

is eminent.

Purpose – The purpose of this study was to investigate the relationship

between work-life balance and job performance with respect to the

university academics of Sri Lanka. The results can be used in strategic

decision making / policy making in order to enhance the performance of

university academics.

Design/methodology/approach – Two hundred fifty academics from five

state universities were selected for this study. A structured questionnaire

was used as the main data collection instrument. In addition, semi

structured interviews were also conducted to validate the findings. Data

was analyzed both qualitatively and quantitatively.

Findings – This study revealed a positive relationship between work-life

balance and job performance of Sri Lankan academics. The results also

showed that, despite their busy work schedules, the University academics

moderately maintain their work-life balance and their job performance.

Research limitations – The research was narrowed down to the

respondents of five State Sector Higher Educational Institutes. These

respondents do not represent all University academics of the Country.

Some questions of the interviews limited what the participants wanted to

share. Data collected through interviews filed with irrelevant information.

Some participants provided data which is not relevant to the study. Hence

information needed to be sorted which required more time to work on it.

Originality/value – Most of the research in work-life balance are

dominated by western research, in spite of very few non-western

involvements. Previous global studies on work-life balance have showed

its impact on job performance of employees. However, there are only few

studies have been conducted in relation to work-life balance and job

performance in Sri Lankan perspective. Work-life balance of university

academics is an area where the Sri Lankan findings are still not contributed

to the expansion of global knowledge. Keywords: Academics, Job Performance, Sri Lanka, Work-Life Balance

8

Benefits Sought, Service Quality, and Their

Relationship with Satisfaction and Loyalty of

Banking Customers in Indonesia

Soni Harsono Awan1

1STIE Perbanas Surabaya

Abstract Background – There are several factors that encourage a person to

become a customer of a bank, such as precautionary factor, security factor,

investment factor, and speculation factor. However, along with the

advancement of information technology that provides many conveniences

for everyone, there are several other factors that drive a person to become

a customer of a bank, such as comfort factor, benefit factor, personal

relationship factor, and others.

Purpose – Purpose- analyzing the effect of satisfaction on loyalty,

analyzing the effect of satisfaction on loyalty depending on service quality

and benefits sought, and finding out the differences in customers of

commercial banks, Islamic banks, regional development banks, and rural

banks.

Design/methodology/approach – This research was conducted using a

quantitative approach involving 442 respondents of banking customers.

Data collection was done using a questionnaire. And data analysis was

conducted by applying structural equation modeling methods.

Findings – supporting all hypotheses which state that satisfaction has a

positive and significant effect on customer loyalty for all bank categories,

but not supporting the hypothesis which states that the effect of

satisfaction on customer loyalty depends on the service quality and benefit

sought for all bank categories. There is no difference in customers of all

bank categories.

Research limitations – This study focuses on the benefits sought, service

quality, satisfaction, and loyalty of banking customers, thereby impacting

on the limited generalization of research. In other words, the scope is

limited to banking only as a model. This aspect shows that in applying

research in different contexts, it needs carefulness in examining the

product characteristics of the object under study. Another limitation of this

study is that the selected bank is only one of various banking categories so

that it is difficult to obtain the right conclusion for all banks.

Originality/value – This is the first study that made the benefits sought

and service quality as moderating factors in the relationship between

satisfaction and loyalty in various categories of banks. This study proved

that benefits sought and service quality did not strengthen or weaken the

relationship between satisfaction and loyalty, and there was no difference

in the various categories of banks. These findings can help marketers

create customer satisfaction as an effective marketing strategy to maintain

competitiveness.

9

Keywords: Satisfaction, loyalty, benefits sought, service quality

10

Track: operation management

11

Genetic Algorithm with Best-Fit Heuristic Algorithm

for 2D Bin Packing Problems

Pavee Siriruk1

1Suranaree University Of Technology

Abstract Background – In general operation of a logistics company, the company

often faces with a problem of loading a batch of various sized objects in a

truck bed.

Purpose – This work proposes to solve a two-dimensional bin packing

problem with genetic algorithm with best-fit algorithm (GABFA).

Design/methodology/approach – A problem of fitting two sizes of square

boxes and one size of rectangular boxes into a large rectangular truck bed

is considered. The objective is to use the least number of trucks possible

to satisfy customer demands.

Findings – A numerical example is given. The results show that an

algorithm can find an optimal solution with the largest useful space and

all items are loaded on truck bed.

Research limitations – Still in the beginning of algorithm development.

Originality/value – Combine genetic algorithm and best-fit algorithm to

solve problems

Keywords: Two-Dimensional Bin Packing Problems, Genetic Algorithm, Best-Fit

Algorithm

12

Track: risk management

13

A Reconstruction of Taiwan's AML MechanismsA

Focus on Suspicious Transaction Reporting by Banks

Te-en Chan1

1CTBC Business School

Abstract Background – As AML/CFT became a widespread global issue, Taiwan's

financial institutions and relevant government agencies in the past few

years had begun actively to prepare for the APG's third round of mutual

evaluation during December of 2018. Taiwan's Anti-Money Laundering

Office, Executive Yuan was established on March 16, 2017 to help with

the preparatory work. The mutual evaluation was focused on the overall

preparedness of competent authorities and financial institutions. However,

the core elements of AML are using a risk-based approach, conducting

know your customer (KYC), and monitoring suspicious transactions

continuously. By focusing on suspicious transaction reporting, the

effectiveness of the implementation of the AML mechanism can be

studied.

Purpose – From 2012 to 2016, STRs of banks have been increasing

steadily. According to the National Risk Assessment Report, domestic

banking units have been classified as extreme high risk. Foreign banks

with local branches and agricultural financial institutions are considered

high risk as well. Therefore, this paper will look at the aforementioned

high risk financial institutions and analyze the main factors that influence

the reporting of suspicious transactions by DBU personnel.

Design/methodology/approach – A survey was given to 11 experts from

various banking institutions working in AML units, back office units, or

front office units. The results were then analyzed by using the DEMATEL

method, focusing on how the reporting of suspicious transactions is

influenced by personal influences, company policies, regulatory

influences, and organizational influences.

Findings – The analysis showed that these four factors all greatly impact

one another. Regulatory influences have a strong impact on personal

influences and company policies, and company polices have a great effect

on personal influences. This led to the idea that if laws and regulations are

clear and comprehensive, it would increase the effectiveness and positive

attitude towards STR by personnel and the company. The positive attitude

of company policies would also result in an increase in personnel's

willingness to report suspicious transactions. In addition, an analysis on

the different backgrounds of the experts was conducted. Results showed

that for experts from the AML units, the comprehensiveness of regulatory

influences and company policies affected their personnel influences. For

the experts working in the back office units, their personal influences were

affected solely by regulatory influences. In summary, for those working in

front office units and in the AML units, regulatory influences and

14

company policies affect STR, and for those working in the back office,

only regulatory influences affect STR.

Research limitations – There are many types of domestic banks in

Taiwan, such as subsidiary banks of financial holdings, commercial banks

unaffiliated with financial holdings, and others. The scale and culture of

various banks are different, but due to the restriction on the sample size

that can be used through the DEMATEL method, the sample distribution

is limited.

Originality/value – The findings in this paper can suggest ways to

improve the effectiveness in money-laundering prevention, especially

important in Taiwan's banking industries where AML/CFT issues are

increasingly becoming more important.

Keywords: Financial institutions, domestic banking units, suspicious transaction

reports

15

Track: social science

16

Land use change projection in Amphoe Muang,

Kanchanaburi province

Sathaporn Monprapussorn1

1Faculty Of Social Sciences, Srinakharinwirot University

Abstract Background – Kanchanaburi is a city located at the confluence of the

rivers Kwai Noi and Kwai Yai. It is the largest of western provinces of

Thailand. Forest land shares the largest area of land use, followed by

agriculture and urban areas. Existing land use pattern has been changed

from agriculture to urban and built up area during the past few years in

Amphoe Muang. However, future land use change scenario depends not

only on certain assumptions of economic, but also includes socio-

ecological change and government policies.

Purpose – To project land use change in Amphoe Muang, Kanchanaburi

province under business as usual (BAU) scenario between 2016-2026

Design/methodology/approach – 1. Study past land use and related

policies in Kanchanaburi province and Amphoe Muang. 2. identify

physical and socio-economic driving forces for land use those influence

on land use change 3. Project land use change in Amphoe Muang,

Kanchanaburi province between 2016-2026

Findings – Result shown the increase in urban and residential area while

decreasing in agriculture land. Land use projection between 2016-2026

could be useful for spatial planning and decision support at provincial,

regional and national level to identify vulnerable area from climate change

and socioeconomic change, including effective adaptation planning.

Research limitations – Limited alternative land use scenarios due to time

and budget constraints.

Originality/value – This research provides an insight value for regional

and provincial policies both in short and long term plan.

Keywords: land use, business as usual, Kanchanaburi

17

Transgender, Cross-border Ethnic Minority and

Transnational Marriages: Sharp-tongued Talk-show

Hostess Jin Xing as a Touchstone of Chinese

Multiculturalism

Yangbin Chen1

1School Of Humanities And Social Sciences, La Trobe University

Abstract Background – Arguably, the case of Ms Jin Xing probably is the best

touchstone of analysing multiculturalism in Chinese popular culture today.

Until late last 2017, she used to be a popular TV talk show and reality

show hostess in Shanghai Oriental TV Station and Zhejiang Satellite TV

Station. She also boasts as a verified influential Chinese social media

(weibo) user with more than thirteen million followers. Her fascinating

life experience readily evokes some critical issues in examining the notion

of multiculturalism in contemporary East Asian society, which possesses

a strong influence of traditional Confucianism values and intersected with

the fast growth of modernity and cosmopolitanism. Firstly, she is a

transgendered modern dancer. Born in 1967 as a baby boy, he turned

himself as a female at the age of 28 in 1995 through physical surgery in a

hospital in Beijing. At the time, she was already an internationally

acclaimed artist in modern dance. Hence, she was seen as an icon of

Chinese LGBT group and seemingly a feminist advocate. Secondly, she

(Korean name: Kim Song) came from a family of both parents being ethnic

Koreans in north-eastern China, with her mother even nationally being a

Korean citizen. As a Chinese TV and online celebrity today, she has

always been caught up in the complicated scrutinization of public opinions

concerning the ethnic identities between the mainstream Han audience and

her Korean minority ethnicity, as well as nationalities between Chinese

and her home group of Koreans (particularly South Koreans). Lastly, she

has two both transnational marriages, with one Caucasian American ex-

wife in the US during his dancing study overseas before her transgender

surgery, and currently with one Caucasian German husband with three

adopted Chinese children after her surgery.

Purpose – By examining Chinese middle-class netizens' responses to Jin

Xing's image, the author intends to provide a critique on the politics of

andquot;cultural differencesandquot; and multiculturalism in China

nowadays.

Design/methodology/approach – This paper features an online

ethnographical study. The data in this paper is drawn from, primarily,

online posts designated to Jin Xing's themes on Zhihu (Chinese version of

Quora), as well as numerous Chinese and western media reports on Jin

Xing in recent years.

18

Findings – The preliminary findings in this paper include three points.

Firstly, Chinese netizens' frenzy reactions towards the image of Jin Xing

reflects the aesthetics of andquot;beauty is powerandquot;. Secondly,

being a vocal transgender celebrity, Jin Xing's gender identity becomes a

touchstone of Chinese public attitudes towards the LGBT group. Thirdly,

the netizens' responses towards Jin Xing's ethnic and national identities as

well as transnational marriages, demonstrate a Han Chinese consciousness

towards a hierarchical andquot;othernessandquot;.

Research limitations – If the researcher could survey and interview some

Chinese netizens, more methodologically significant primary data can be

gathered in order to achieve a triangulated analysis. Nevertheless, this will

depend on the research grant and access to informants.

Originality/value – The implication on the proposition of

andquot;multiculturalism with Asian characteristicsandquot; is discussed

at the end of this paper.

Keywords: Jin Xing, transgender, ethnic identity, national identity, Han

ethnocentrism

19

FUTURE EVENTS

November 18, 2019 in Tokyo, Japan

4th Japan International Business and Management Research Conference

(JIBM)

http://www.jibmconference.com

November 19, 2019 in Tokyo, Japan

International conference on Teaching and Science Education (ICTASE)

http://www.ictase.com/

November 28, 2019 in Perth, Australia

4th Emerging Scholars in Business Conference (ESBC)

http://www.esbconference.com

December 9, 2019 in Singapore

4th International Conference on Management studies and Social Science

(MASOS)

http://www.masosconference.com

January 21, 2020 in Tokyo, Japan

5th Japan International Conference on Business, Management Studies and

Social Science (JIBUMS)

http://www.jibums.com

January 28, 2020 in Manila, Philippines

3rd International Conference on Entrepreneurship studies, Business,

Economy, and Management Science (ESBEM)

http://esbem.com

February 11, 2020 in Singapore

5th Singapore International Conference on Management, Business, Economic

and Social Science (SIMBES)

http://www.simbesconference.com

March 10, 2020 in Seoul, South Korea

5th Korea International Conference on Humanities, Social Science and

Business Studies (KIBSS)

http://www.kibssconference.com

March 19, 2020 in Bali, Indonesia

4th International conference on Interdisciplinary Research on Education,

Economic studies, Business and social science (RESBUS)

http://resbusconference.com/

20