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This paper aims to put forward a kind of new method of intelligent trust engineering metrics for application of mobile ad hoc network (MANET).

The new method calculates the communication trust by using the number of data packets among the nodes of MANET, predicts intelligently the trust and calculates the comprehensive trust based on the historical trust; then calculates the energy trust based on the residual energy of the nodes of MANET, calculates the direct trust based on the communication trust and energy trust. The new method calculates the recommendation trust based on the recommendation reliability; adopts the adaptive weighting to calculate the integrated direct trust by considering the direct trust with recommendation trust.

Based on the integrated direct trust and the factor of trust propagation distance, the indirect trust among the nodes of MANET is calculated. The above process can be optimized based on the dynamic machine learning presented in this study. The advantage of the new method is its intelligent ability to discover malicious nodes.

The advantage of the new method is its intelligent ability to discover malicious nodes which can partition the network by falsely reporting other nodes as misbehaving and proceeds to protect the network. The authors have done the experiments based on the tool kits such as NS3, QualNet, OMNET++ and MATLAB. The experimental results show that this study’s approach can effectively avoid the attacks of malicious nodes, and more conformable to the actual engineering application of MANET.

The brand logo, as a fundamental element of marketing communications, serves as a crucial visual representation of a brand. In the current era of mobile Internet, logo flatness has become a new trend in practice. However, there remains a scarcity of research that explores the effects of logo flatness on consumer perceptions and brand attitudes.

Across four studies, using both observational analyses of real brands and experimental manipulations of fictitious brands, the authors examined the impact of logo flatness on consumer perceptions and brand attitudes.

Results show that logo flatness promotes the perception of modernity due to the simplicity it presents. Consumers will evaluate the brand more positively when their perception of the logo association is congruent with the brand image. Notably, traditional brands using skeuomorphic logos and modern brands employing flat logos can effectively enhance consumers' brand attitudes.

The findings of this study have significant implications for businesses seeking to enhance consumers' brand attitude and foster brand renewal through the strategic selection and design of logos that align with their brand image.

This study provides a theoretical and empirical test of the influence of logo flatness on consumers' perception of brand image, thereby enriching the existing research on brand management.

This study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms involved, as well as the interactive role of advertisements embedded in short-form online video.

This study uses data extracted from 2,081 videos posted on the prominent Chinese online live platform, Bilibili. The hypotheses are tested using regression models and natural language processing.

The results indicate that the intensity of live comments at the beginning negatively affects users' digital engagement, while a corresponding increase in live comments at the end elicits a positive effect. A linear trend and peak difference in live comments intensity positively affect digital engagement, while the variability of live comment intensity exerts a negative effect. These MTM effects were driven by sentiments of live comments. Furthermore, in-video advertisements are likely to amplify the negative beginning effect on users' digital engagement and mitigate the negative variability of live comments.

This study is the first to examine the direct effects of MTM comments from the online temporal sequence perspective, differentiating the process- and performance-based engagement. The mechanism and interactive role of in-video advertisements were identified. These findings contribute to literature on interactive marketing and provide valuable guidance for influencer marketing.

Artificial intelligence (AI) is revolutionizing product recommendations, but little is known about consumer acceptance of AI recommendations. This study examines how to improve consumers' acceptance of AI recommendations from the perspective of product type (material vs experiential).

Four studies, including a field experiment and three online experiments, tested how consumers' preference for AI-based (vs human) recommendations differs between material and experiential product purchases.

Results show that people perceive AI recommendations as more competent than human recommendations for material products, whereas they believe human recommendations are more competent than AI recommendations for experiential products. Therefore, people are more (less) likely to choose AI recommendations when buying material (vs experiential) products. However, this effect is eliminated when is used as an assistant to rather than a replacement for a human recommendation.

This study is the first to focus on how products' material and experiential attributes influence people's attitudes toward AI recommendations. The authors also identify under what circumstances resistance to algorithmic advice is attenuated. These findings contribute to the research on the psychology of artificial intelligence and on human–technology interaction by investigating how experiential and material attributes influence preference for or resistance to AI recommenders.

As globalization promotes mobility and tourism around the world, the substitution effect of outbound tourism on domestic tourism becomes increasingly apparent. Knowing how to increase customers' loyalty toward domestic tourism is an urgent and critical question for policymakers and tourism managers, especially from the perspective of customer segmentation. The purpose of this paper is to explore whether and how consumer expertise affects domestic tourism loyalty. This paper also provides comprehensive research for understanding differences between married and unmarried consumers in responses to the impact of expertise on loyalty.

The study is based on a survey of 384 individuals. We use Partial least squares (PLS), a variance-based structural equation model, and statistical comparison to test research hypotheses.

Results suggest that consumer expertise has a “double-edged sword” effect on domestic tourism loyalty. On one hand, it increases the perceived benefit of domestic tourism and reduces consumers' motivation to switch to outbound tourism, resulting in a higher level of domestic tourism loyalty. On the other hand, consumer expertise improves consumers' switching ability and switching opportunity to travel abroad, leading to a lower level of domestic tourism loyalty. Furthermore, this paper documents that married and unmarried customers present heterogeneous attitudes in the decision process. We found that married customers are less sensitive to the impact of consumer expertise on the perceived benefit and the impact of consumer expertise on switch ability. However, married customers are more sensitive to both the impact of perceived usefulness on the switch motivation, and the impact of switch motivation, switch opportunity and switch ability on domestic tourism loyalty.

Our findings enrich the literature on consumer expertise and loyalty. Future studies may consider examining similar relationships by utilizing multiple research methods as well as testing the research findings and mechanisms in different contexts.

This research provides practical guidance for cultivating and maintaining domestic tourism loyalty, such as consumer segmentation in terms of tourism knowledge and information.

This paper examines the relationship between consumer expertise and loyalty in the context of tourism and uncovers the mechanism behind it. More importantly, to our knowledge, this paper is the first to identify consumers' marital status as a key factor that influences the process of how consumer expertise affects domestic tourism loyalty.

The purpose of this paper is to examine the effect of servant leadership on followers’ subjective career success and the mediating role of career skills. The moderating effect of followers’ proactive personality is also investigated.

This paper collected two-wave matched data from 283 employees of an IT company. The authors use hierarchical regression and bootstrapping to test the hypotheses.

Servant leadership has a positive effect on career satisfaction and perceived employability through career skills. In addition, proactive personality moderates the association between servant leadership and career skills, such that the relationship is stronger when proactive personality is high. Proactive personality also moderates the indirect effect of servant leadership on career satisfaction and perceived employability.

The findings suggest that organizations should select and train leaders to practice servant leadership to enhance employee subjective career success.

This is the first study to investigate the mechanism and boundary conditions of the association between servant leadership and employee subjective career success.

Online communities are increasingly important for organizations and marketers. However, the issue of how structural features of online communities affect consumers' behavioral engagement remains relatively unexplored. The purpose of this study is to examine how and why different types of interdependence within online communities (i.e. task/outcome interdependence) influence individual engagement in group activities, thereby providing insights regarding online community design.

Two surveys were conducted with two online groups in China. One is a task-interdependent group from Douban Forum, and the other is an outcome-interdependent group from Sina Forum. A total of 159 valid responses from the task-interdependent group and 162 valid responses from the outcome-interdependent group were received. We analyzed the data using multivariate regression with Smart PLS and SPSS.

The results reveal that both task and outcome interdependence are positively related to individual behavioral engagement in online group behavior, and collective efficacy mediates the aforementioned effects. In addition, task complexity moderates the relationship between task interdependence and individual behavioral engagement; communication within group moderates the relationship between outcome interdependence and behavioral engagement, and the effect is mediated by collective efficacy.

This study is the first to investigate the role of an important factor of group structure, namely, interdependence, in fueling individual behavioral engagement in online communities. The results shed light on companies' design strategies to develop and retain online community members and also provide important insights for researchers interested in social network marketing.

Social networking services (SNS) empower users with a robust capability to connect with others and manage their social relationships. However, as the size of users’ social networks increases, coupled with the inherent boundary-spanning technical features of SNS, users are faced with unprecedented role stresses. This, in turn, leads to maladaptive lurking decisions. This study delves into the mechanism of this technology-induced decision-making process among SNS users.

Survey data were collected from 491 Chinese WeChat Moment users. The model and hypotheses testing were conducted using SmartPLS 4.0.

Our findings indicate that both social network size and boundary spanning have a positive influence on role conflict and role overload. Both role conflict and role overload significantly contribute to SNS fatigue, which further intensifies users’ lurking intention. Furthermore, SNS fatigue fully mediated the relationship between role conflict and lurking intention, and partially mediated the relationship between role overload and lurking intention.

Our study offers a fresh viewpoint for comprehending lurking behaviors on SNS, furnishing practical insights for platform providers. Additionally, it paves the way for future research into the deeper mechanisms driving SNS lurking behaviors, by providing a novel construct (i.e. boundary spanning) to distinguish and measure the unique social environment of SNS.

The results of this study have significant policy implications for charting a new course toward enhancing agricultural productivity among Chinese farmers.

By establishing a rural household decision-making model based on the transfer market of farmland operation rights, this paper systematically analyzes the effects of land transfer-in and land transfer-out on the productivity (per labor income) of rural households. The authors conducted basic regression analysis and robustness tests using propensity score-matching and proxy variable approaches based on the micro survey data from rural households in 30 counties in 21 provinces/municipalities/autonomous regions in 2013.

After the completion of land transfer, the total productivity of rural households transferring in lands will increase with an increase in the agricultural productivity; the total productivity of rural households transferring out land will increase due to a rise in non-agricultural productivity and the absolute total productivity of rural households not involved in land transfer will remain unchanged.

Unlike previous literature, this paper discusses the impacts of land transfer-in and transfer-out on total productivity, agricultural productivity and non-agricultural productivity among various rural households (i.e. those transferring in land, transferring out land or which are self-sufficient).

The study focuses on (1) the success of three strategies employed during the pandemic – two “persevering” strategies, curbside pickup and return window extension and one innovative strategy, virtual try-on technology and (2) whether the strategies are likely to be successful in the post-pandemic world.

The authors utilize a panel dataset containing 17 department store chains in the US The panel includes weekly sales by the retailers at the city level from 2018 to 2021, encompassing both a pre-COVID-19 period and a period during the pandemic. A two-way fixed effects model, including retailer-city fixed effects and year-week fixed effects, is used to estimate department store sales.

The authors find that the two persevering strategies offset the negative impact of government-imposed containment and health measures on sales performance. On the other hand, the innovative strategy is more effective with a low level of containment and health measures, leading to our observation that virtual try-on may be more sustainable than the other two strategies in a post-pandemic environment.

This paper makes the following contributions: First, the authors contribute to the literature on strategies that may be used to respond to crises. Second, the authors contribute to the retail management literature, assessing the impact of the three retail strategies on department store sales. Finally, the authors compare the impact on sales of the two persevering strategies to the innovative strategy and conclude that a mix of these types of strategies may be most effective at generating short-term sales during a crisis and longer-term sales post crisis.