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The purpose of this paper is to investigate the effect of gamification design elements of virtual corporate social responsibility (CSR) game on customers’ continuance intention to participate in social value co-creation and the mediation effect of psychological benefit.

Three scenario simulation experiments of the between-subjects design were conducted to examine the influencing mechanism of reward mechanism of virtual CSR game on customers’ continuance intention to participate in social value co-creation.

The findings indicated that: there are significant differences between the effect of behavior-based reward and result-based reward on customers’ continuance intention to participate in social value co-creation; the psychological benefit plays a moderating role between game reward mechanism and customers’ intention to continuously participate in social value co-creation; the game narrative mode plays a moderating role in the influence of game reward mechanism on customers’ intention to continuously participate in social value co-creation; the background for game placement moderates the interactions of game narrative mode and game reward mechanism on customers’ continuance intention to participate in social value co-creation, namely there is significant interaction of gamification design elements on psychological benefit and customers’ continuance intention to participate in social value co-creation.

This research has the following limitations. First, restricted by research conditions, the game scene, as the experiment material, can only be exposed to the participants in the form of text, thus customers’ psychological benefit (especially the entertainment experience) may be affected. Second, theoretical argument and literature support were not enough when the authors put forward the research hypotheses, due to the lack of research on the application of gamification in the CSR field. Third, considering the complexity, the authors took the psychological benefit as a unidimensional variable, in this research; it may be funnier to divide it into three variables. Finally, because the game design elements form into a virtual customer environment that jointly influences customers’ psychological benefit, the method of qualitative comparative analysis can be considered in future research.

It provides insights for marketers on the planning and design of a CSR strategy. The conclusions of this research have a certain guiding significance to the formulation of CSR strategy and the practice of social value co-creation. First, enterprises can apply gamification to the design of virtual CSR projects to promote customers’ continuance intention to participate in social value co-creation. Second, on the consideration of customers’ psychological benefit, enterprises should reasonably match such game design elements as game placement background, game narrative mode and game reward mechanism, when designing a virtual CSR game, so as to promote customers continuously participating in a virtual CSR project.

Virtual CSR projects are in fact the activities that enterprise co-create social value with their stakeholders. So, the research on customers’ continuous participation in virtual CSR projects is helpful for increasing social welfare.

This study confirms the effect of reward mechanism of a virtual CSR game on customers’ continuance intention to participate in social value co-creation from the perspective of customer psychological benefit. It also provides insights for marketers on the planning and design of a CSR strategy.

Vehicles estimation can be used in evaluating traffic conditions and facilitating traffic control, which is an important task in intelligent transportation system. The paper aims to propose a vehicle-counting method based on the analysis of surveillance videos.

The paper proposes a novel two-step method using low-rank representation (LRR) detection and locality-constrained linear coding (LLC) classification to count the number of vehicles in traffic video sequences automatically. The proposed method is based on an offline training to understand an LLC-based classifier with extracted features for vehicle and pedestrian classification, followed by an online counting algorithm to count the number of vehicles detected from the image sequence.

The proposed method allows delivery estimation (counting the number of vehicles at each frame only) and total number estimation of vehicles shown in the scene. The paper compares the proposed method with other similar methods on three public data sets. The experimental results show that the proposed method is competitive and effective in terms of computational speed and evaluation accuracy.

The proposed method does not consider illumination. Hence, the results might be unsatisfactory under low-lighting condition. Therefore, researchers are encouraged to add a term that controls the illumination changes into the energy function of vehicle detection in future work.

The paper bridges the gap between LRR detection and vehicle counting by taking advantage of existing LLC classification algorithm to distinguish different moving objects.

This paper aims to show a series of hydrogels with adjustable mechanical properties, which can be cured quickly with visible light. The hydrogel is prepared conveniently with hydroxyethyl acrylate, cross-linker, gelatin and photoinitiator, and can be printed into certain 3D patterns with the direct ink write (DIW) 3D printer designed and developed by the research group.

In this paper, the authors designed a composite sensitization initiation system that is suitable for hydrogels. The concentration of photoinitiator, gelatin and cross-linker was studied to optimize the curing efficiency and adjust the mechanical properties. A DIW 3D printer was designed for the printing of hydrogel. Pre-gel solution was loaded into printer for printing into established models. The models were made and sliced with software.

The hydrogels can be cured efficiently with 405-nm visible light. While adding various content of gelatin and cross-linker, the mechanical properties of hydrogels show from soft and fragile (elastic modulus of 121.18 kPa and work of tension of 218.11 kJ·m⁻³) to rigid and tough (elastic modulus of 505.15 kPa and work of tension of 969.00 kJ·m⁻³). The hydrogels have high capacity of water absorption. With the DIW 3D printer, pre-gel hydrogel solution can be printed into objects with certain dimension.

In this work, a composite sensitization initiation system was designed, and fast curing hydrogels with adjustable mechanical properties had been prepared conveniently, which has high equilibrium water content and 3D printability with the DIW 3D printer.

Swift guanxi and trust can influence consumers’ decision making in social commerce. What factors will influence the formation of swift guanxi and trust between buyers and sellers in social commerce has not been clearly investigated. The purpose of this paper is to identify antecedents and impacts of swift guanxi and trust in social commerce.

An online questionnaire was used to collect the data, and Partial Least Squares Structural Equation Modeling was employed for data analysis. Social support and presence are introduced as the antecedents for swift guanxi and trust, leading to the repurchase intention (RI) and social sharing intention of customers.

The results indicate that social support and presence can influence swift guanxi and trust. Social support and presence are positively associated with swift guanxi and trust which further lead to RI and social sharing intention.

The findings can be used to guide sellers in social commerce platforms to improve their services and make good use of platform features to improve customers’ perception of presence. To attract new customers and retain old customers, sellers should also build swift guanxi and trust through the recommendation and experience sharing of previous buyers on social media.

This study combines social support theory and presence theory to investigate the factors that influence customers’ purchase decision and social sharing intention in the context of social commerce in China. The integration of social support theory and presence theory explains both the social and technical factors that influence swift guanxi and trust in social commerce.

The purpose of this paper is to focus on alleviating the problems of both hidden and exposed terminal, which remain unsolved in many directional MAC protocols.

GPS is used to calibrate synchronization among the nodes, and directional antennas are used. In the protocol, different antenna mode and transmit power are used. The assertion signal and omni‐directional RTS are transmitted in omni‐directional mode, while directional CTS, directional RTS, DATA and ACK are transmitted in directional mode. With properly designed RTS‐CTS handshake, the protocol can make full use of spatial reuse of directional communication and enhance parallelism in data transmission.

The preliminary simulation results indicate that the protocol works well and achieves considerably high performance in both sparse and dense ad hoc networks.

The line of sight environment is the main limitation that the MAC protocol will be applied.

The protocol is a very useful solution for employing directional antennas for ad hoc networks.

The MAC protocol can effectively alleviate the directional hidden and exposed terminal problems as well as node deafness. It can greatly improve throughput and achieve low‐medium access delay, making it suitable for ad hoc networks.

The purpose of this paper is to find the characteristic of entrepreneurial process for the student in free enterprise (SIFE) team in China, and to provide theoretical guidance for the entrepreneurial process of SIFE student team through a new Timmons model.

Taking an entrepreneurial project of Shantou University SIFE team as example, a Timmons model was proposed describing the SIFE student team entrepreneurial process based on the famous entrepreneurial process model established by Jeffry A. Timmons. The application value of the new Timmons model was proved by case analysis.

The paper summarized the main characteristics of the entrepreneurial model for the SIFE student team as: the nature of creation free enterprises, the excellent entrepreneurship networks, and the spirit of social entrepreneurship orientation. By case study, the paper proved the practical value of the new Timmons model by analysis of the key factors such as business opportunities, resources and entrepreneurial team, and their dynamic balance process.

The new model proposed in the paper will have theoretical value to provide a direction for student entrepreneurial practice, the analysis of the characteristics of the new model will also enrich the research on entrepreneurship theory.

This paper is the first research on SIFE student entrepreneurial process in China. In the past two years, the authors observed dozens of successful worldwide SIFE students' practical projects, but few of them appeared in the literature. It is hoped that this paper can offer some constructive advice to the entrepreneurial process of the SIFE student team and enrich the theory of general entrepreneurial education.

Constant or decreasing returns and increasing returns to scale are two kinds of mechanism in economic growth. The goal of supply-side structural reform is to promote the establishment of the mechanism with increasing returns to scale. The paper aims to discuss this issue.

This paper argues that the overall economic structure of the developing economy has been divided into the sector of constant or decreasing returns to scale and the sector of increasing returns to scale due to the dual economic structure. Among them, the supply-side structural reform is mainly to reduce the sector of decreasing returns to scale and increase the sector of increasing returns to scale. Based on the hypothesis of such two-sector economic structure in the supply side of developing economies and on the industrial data, this paper empirically tests the returns to scale of China’s supply structure. The result suggests that so far the sector of constant or decreasing returns to scale dominates the supply structure of China’s economic growth, which results in the state of decreasing returns to scale in China’s overall economy.

Therefore, to realize the long-term sustained growth and transformation of the development pattern of China’s economy, the authors must carry out the supply-side structural reform, vigorously develop the modern industrial sectors characterized by modern knowledge and technology, and promote the development of an innovation-driven economy.

Besides, the authors must accelerate the transformation from traditional industrial sectors to modern industrial sectors, actively promote China’s industrial structure toward rationalization and high gradation, as well as build a modern industrial system so as to facilitate the formation of the mechanism of increasing returns to scale and accelerate the transformation of the driving force of China’s economic growth.

The purpose of this paper is to examine the interaction effect of innovative product category and presentation order on consumer consumer’s purchasing intention and the mediating role of perceived novelty and risk perception.

The authors examined the hypotheses in three experiment studies. In Study 1, the authors primed innovative product category and presentation order on consumer consumer’s purchasing intention. In Study 2, the authors measured the mediating role of perceived novelty and risk perception. In Study 3, they validated the moderating effect of picture and text consistency on the improvement of purchase preference.

The results reveal that RNP/INP and presentation order (from whole to part/from part to whole) could enhance consumers’ purchase intention and verify the mediating role of perceived novelty and risk perception, based on which a complete internal mechanism model is constructed. The third experiment shows the moderating effect of picture and text consistency on the improvement of purchase preference by matching the category and presentation order of innovative products.

Prior literature on the thinking mode of holistic and partial processing has been mostly applied to the cognitive field of reading and text labeling. In this study, using the holistic (local) processing thinking model and anchoring theory, eye movement experiments and situational experiments, the audience’s analysis framework of information processing mechanism is constructed. The unique phenomenon of product category and overall (local) presentation order coexisting in innovative product advertisement is considered comprehensively.