Our research aims to investigate the impact mechanism of brand loyalty among gamers during the gaming process within the framework of brand loyalty theory and cognitive theory. We surveyed game players from Zhejiang Province, China. The research methods include a questionnaire survey and structural equation modelling. Results show that game experience, interaction, and impression are positively correlated with game trust, while game trust is positively correlated with game brand loyalty. Game trust, as a mediator variable, plays a complete mediation role. The clustering results of player gender and age as moderating effects are not significant. Based on the analysis results, we have suggested corresponding policy recommendations and reflections. Our research contributes to the analysation of impact mechanism of brand loyalty during the gaming process through the establishment of a structural equation model and provides suggestions and reflections on the development of the gaming industry.

This research examined how to estimate performance in China’s e‐commerce industry, by taking 2013–2019 e‐commerce listed companies as the research samples and using an empirical research method to study the relationship between capital structure and firm performance. The empirical results show that the debt‐to‐asset ratio and the long‐term interest‐bearing debt ratio have a negative impact on firm performance, but the impact of the long‐term interest‐bearing debt ratio is not significant. Moreover, the short‐term interest‐bearing debt ratio and the total asset turnover ratio have a positive impact on firm performance, while the impacts of the current assets ratio and intangible assets ratio on firm performance are not significant. The following suggestions are drawn from the results in order of importance. (1) Enterprises should maintain a reasonable debt‐to‐assets ratio and a stable capital structure and appropriately increase the proportion of short‐term liabilities. (2) Firms should moderately invest to expand their scale and improve their profitability, so as to increase retained earnings and develop internal financing channels.

Our research objective is to establish a fuzzy evaluation mechanism for rural village officials in China using the theory of triangular multiplication preference relationships. Our survey targets villagers in rural areas of China where village autonomy is implemented. The research methods include a questionnaire survey, Delphi, and fuzzy evaluation methods. After research analysis and comparison of results, it is shown that for the evaluation index system of village officials constructed using the Delphi method, practical evaluation of village officials can be achieved through fuzzy comprehensive evaluation based on triangular multiplication preference relationships. Using the Delphi technique, this article first created a village official assessment index system. It then performed validity tests based on the Kaiser‐Meyer‐Olkin (KMO) and Bartlett index system, as well as reliability testing using the Cronbach coefficient. Then, the preference relationship of triangular multiplication and the root product square method were used to determine the weight of the questionnaire indicators, and consistency was judged. Then, based on the membership function, the fuzzy boundaries of various indicators are displayed to construct a fuzzy evaluation matrix. Finally, the evaluation matrix is subjected to the Zadeh operation to obtain a fuzzy, comprehensive evaluation result of the work performance of village officials. Our main contribution is establishing an evaluation index system for village officials through the Delphi method and achieving a practical evaluation of village officials using triangular multiplication preference relationships and fuzzy evaluation theory.