Online personalized advertising has been widely adopted in China in the recent years, leading to both positive and negative results. This study endeavors to examine the impact of perceived personalization of online advertising on consumers’ attitudes toward advertising. A total of 472 questionnaires were administered and analyzed using Structural Equation Modeling. The results show that perceived personalization exerts a positive impact through perceived informativeness, and a negative impact through privacy concerns. However, the positive effect was determined to be stronger and thus perceived personalization had an overall positive impact. Additionally, the results showed that both effects were mediated by flow experience. The practical and theoretical implications of the findings were discussed.

Purpose: The purpose of this paper is to explore the role of person-organization (P-O) value congruence on employees’ coping with organizational change and to test the moderating effect of change event attributesvis-à-visvalue congruence and coping strategies.Design/methodology/approach: This paper uses a four-dimensional design to examine relationships between P-O value congruence and employees’ coping strategies. It discusses moderating effects of change attributes based on an elaboration likelihood model. The sample includes 242 employees from 34 organizations in China. Data are analyzed by a structural equation model, dominance analysis and hierarchical regression analysis.Findings: This paper provides empirical evidence that the four dimensions of P-O value congruence have different impacts on employees’ coping strategies with change; and the effects are moderated by employees’ perceived scope of change.Research limitations/implications: Future research should collect data at different time points during change processes to better understand the influence of value congruence on coping processes. To generalize robustly beyond this case-study requires research across a larger number of individuals and organizations.Practical implications: According to this paper, value congruence between employees and organizations could be better ensured by considering it as an important factor in the recruitment and selection processes, which is more effective in the long run. This is particularly pertinent for those organizations which experience frequent changes.Originality/value: First, this paper considers the influences of stable organizational factors and attributes of change events on employees’ coping abilities; these are both ignored in previous studies. Second, it develops a four-dimensional coping with change structure and a two-dimensional measure of change attributes in a Chinese context which are reliable and can thus be employed in future studies.

Live streaming commerce innovatively combines e-commerce and live streaming, and it is booming. However, like traditional e-commerce, live streaming commerce is facing challenges from “lemon market”. The article applies signaling theory from a perspective of game theory and finds that high-quality sellers can stand out in the market by releasing two kinds of additional signals, which are signals that increase cost and signals that increase risk, and proposes relevant research hypotheses. Then, the researcher designs an experiment to explore how the additional signals affect the audiences’ purchase intention. The data collected shows that additional signals increasing cost can improve audiences’ purchase intension through improving the product quality and sellers’ credibility perceived by the audience while additional signals increasing risk cannot achieve the same effect. At the end, possible explanations for the unproven hypothesis and further research directions are provided.