AI-personalized recommendation technology offers more accurate and diverse choices to consumers and increases click-through rates and sales on e-commerce platforms. Yet, data on consumers’ experiences of AI-personalized recommendations and their impact path on clicking intention are scarce. This article addressed these issues through three studies. In study 1, we adopted the Grounded Theory approach to conduct in-depth interviews with 30 Chinese consumers and constructed a scale to measure the impact of consumer experience on click intention. In study 2, we adopted the empirical research method to conduct reliability and validity tests on 347 valid questionnaires to finalize the scale officially. In study 3, based on the SOR theory, we constructed a model and formulated hypotheses and then conducted empirical analysis using 1097 valid questionnaires. We found that the relevance, inspiration, and insightful experiences of AI-personalized recommendations can significantly promote consumers’ clicking intention. Moreover, immersive experience mediates between the former three factors and clicking intention, and technology acceptance mediates between relevance, inspiration, and clicking intention. When consumers perceive a high degree of information privacy infringement, the immersive experience’s positive impact on clicking intention will be weakened. Meanwhile, the promoting effect of technology acceptance on clicking intention will also be inhibited. When information quality improves, the positive impact of technology acceptance on clicking intention will be enhanced. This research fills the gap in the literature on consumers’ experiences of AI-personalized recommendations and clarifies how these experiences affect the clicking intention. It offers valuable insights for e-commerce platforms to continuously optimize personalized recommendation algorithms and boost the click conversion rate of online shopping.

Integrating artificial intelligence (AI) and cause-related marketing has reshaped corporate social responsibility practices while triggering a conflict between technological instrumental rationality and moral value transmission. Building on the Persuasion Knowledge Model (PKM) and AI aversion literature, this research employs two experiments to reveal that AI disclosure exerts a unique inhibitory effect on consumers’ purchase intentions in cause-related marketing contexts compared to non-cause-related marketing scenarios. Further analysis uncovers a chain mediation pathway through consumer skepticism and advertisement attitudes, explaining the psychological mechanism underlying AI disclosure’s impact on purchase intentions. The study also identifies the moderating role of AI aversion within this chain model. The findings provide a new theoretical perspective for integrating AI disclosure, consumer psychological responses, and marketing effectiveness while exposing the “value-instrumentality” conflict inherent in AI applications for cause-related marketing. This research advances the evolution of the PKM in the digital era and offers practical insights for cause-related marketing enterprises to balance AI technology application with optimized disclosure strategies.

This study focuses on the factors influencing consumers’ continuous participation willingness in online pre-sale activities. Based on perceived value and social exchange theory, it analyzes how perceived benefits (including practical benefits, hedonic benefits, and social benefits) and perceived costs (including search costs, waiting costs, and adjustment costs) affect consumer satisfaction and their continuous participation intention in online pre-sales. A total of 527 valid questionnaires were collected, and structural equation modeling was used for data analysis. The results indicate that perceived benefits are significantly positively correlated with consumer satisfaction and their willingness to continue participating, while perceived costs are significantly negatively correlated with both aspects. Additionally, the study found that product type moderates the effect of perceived benefits and perceived costs on consumer satisfaction. This research helps retailers understand consumers’ willingness to continuously participate in online pre-sales and provides valuable insights for developing pre-sale strategies.

As a critical external mechanism driving green innovation, institutional and competitive pressure often coexist and jointly shape firms’ strategic responses. However, existing studies primarily focus on the individual effects of these pressures, with limited attention to their interactive impacts on green innovation. Drawing on optimal distinctiveness theory, this study proposes a “pressure–response” analytical framework that classifies institutional and competitive pressure combinations into congruent (i.e., high–high or low–low) and incongruent (i.e., high–low or low–high) pressure contexts based on their relative intensities. It further examines how these distinct configurations affect two types of green innovation: strategic green innovation (StrGI) and substantive green innovation (SubGI). Using panel data from Chinese A-share listed firms between 2010 and 2022, the empirical results reveal that under congruent pressure contexts, the alignment of institutional and competitive pressures tends to suppress green innovation. In contrast, under incongruent contexts, the misalignment between the two pressures significantly promotes green innovation. Regarding innovation motivation, the high institutional–low competitive pressure context more significantly promotes StrGI, while the low institutional–high competitive pressure context has a more prominent effect on SubGI. In addition, this study also investigates the mediating roles of StrGI and SubGI on ESG performance. The findings provide theoretical support and policy implications for improving green transition policies and institutional frameworks, as well as promoting sustainable corporate development.

This study, based on regulatory focus theory and internal locus of control theory, constructs a moderated mediation model to explore how perceived positive workplace gossip indirectly affects employee creativity through promotion-oriented cognitive crafting and risk-taking behavior. Through the analysis of four-wave, two-source survey data from 463 employees, this study found that perceived positive gossip can stimulate promotion-oriented cognitive crafting in the gossiped-about employees, which in turn promotes risk-taking behavior and ultimately enhances creativity. Furthermore, internal locus of control plays a significant moderating role in this mechanism. The gossiped-about employees with a high internal locus of control are more inclined to respond positively when faced with positive gossip, exhibiting higher promotion-oriented cognitive crafting and risk-taking behavior. Overall, this research advances the understanding of positive gossip’s functional consequences and offers practical insights for fostering organizational creativity.