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In the online marketing context, virtual reality (VR) has been used to display products and shopping environment, which effectively enhances the consumer experience. VR technology can not only recreate scenes similar to the real world (virtual authenticity, VA) but also create fictitious and desirable scenes that do not exist in the real world (virtual ideality, VI). The differences between VA and VI in influencing consumers' responses have not been fully understood. In addition, social signals have appeared in VR apps. However, the role of social signals in a VR context has rarely been studied. To fill the gaps in the literature, this study investigates the roles of VA and VI in shaping consumers' responses, as well as whether and how their effectiveness in shaping consumers' responses is influenced by social signals.

A VR real estate service platform was selected as the experimental platform, and two experiments were conducted to test the hypotheses. The ANOVAs and regressions were used for data analysis.

Results show that VA leads to a higher level of perceived diagnosticity than VI, whereas VI leads to a higher level of inspiration than VA; perceived diagnosticity and inspiration positively affect visit intention. Furthermore, the relationship between consumers' perceived diagnosticity, inspiration and visit intention is moderated by the presence of social signals.

The study revealed the differences between VA and VI in shaping consumers' responses, as well as the effect of social signals in VR environment, which provide a new perspective for future VR research in the context of interactive marketing.

According to the survey and measurement on rural housing in the Northeast severe cold regions of China, this paper analyzed the existing situation and problems of current rural housing in terms of integral development, functional layout, envelop structure, interior thermal environment, heating system and energy utilization etc.. Based on the climatic features of severe cold regions, as well as rural financial and technical conditions, living and production mode, residential construction characteristics and existing resource status etc., the feasible approaches of achieving building energy saving has been proposed, thus acting as a guidance for new rural housing design in severe cold regions.

This paper aims to answer following three important but not well-answered or unanswered questions in the extant trust literatures: What is the true magnitude that trust impacts on performance? Is there any consistency among the effects of trust on performance at different levels? How does vertical distance affect the trust-performance relationship?

It captures the law between trust and performance at different levels by conducting a meta-analytic examination consisting of 238 independent empirical studies, 586 effect sizes and 110,576 independent samples.

It makes a periodic conclusion that trust significantly promotes performance. Specifically, trust not only has stronger positive correlation with team performance than individual and organizational performance inside organization, but also strongly facilitates organizational performance between organizations. Moreover, consistency exits in the effects of trust on performance at different levels. On one hand, trust has stronger positive correlation with performance of contextual type than performance of innovative type than performance of task type at different levels. On the other hand, promotion effect of trust on performance strengthens when the vertical distance between trustors and trustees diminishes. Additionally, three potential moderators including publication status, measurement tool and common method variance moderate the focused relation, but moderating effect is not thorough for regional culture. Moderating directions of the above four potential moderators are highly consistent.

This paper answers the three important but not well-answered or unanswered questions.