With the rise of virtual idols in marketing, especially in collectivist cultures, their impact on consumer behavior warrants further exploration. This study applies social identity theory, flow theory, and the SOR model to examine how collectivism and virtual idol characteristics (external characteristics, content features, and homophily) influence Chinese consumers’ purchase intentions through parasocial interaction (PSI) and flow experience. A survey of 496 respondents, analyzed via structural equation modeling (SEM), shows that collectivism and virtual idol characteristics positively affect PSI, with homophily having the strongest impact. PSI enhances flow experience, and both PSI and flow experience drive purchase intention. PSI and flow experience serve as dual mediators in the model. This study advances research by empirically validating collectivism’s role in PSI, differentiating virtual idol characteristics, and modeling dual mediation. The key contributions of this study are as follows: (1) treating culture as an independent variable to empirically examine its impact on psychological mechanisms, and (2) deconstructing virtual idol characteristics into three dimensions—external, content, and homophily—to reveal their distinct influence on consumer psychology. Findings offer strategic insights for brands, recommending a dual-track approach integrating cultural adaptation and feature design to enhance consumer engagement and purchasing behavior.

Fear of Missing Out (FoMO) has become a salient emotion in consumer markets shaped by social media, scarcity appeals, and social display. Yet limited research has examined FoMO as a consumption-specific emotion associated with consumer dispositions, situational cues, and post-purchase intentions. Drawing on Social Comparison Theory, Self-Determination Theory, and the Stimulus–Organism–Response (S-O-R) framework, this study examines the relationships among Materialism, Envy, Scarcity, FoMO, Impulsive Buying (IB), and Repurchase Intention (RI). Survey data from 518 Chinese consumers with prior Pop Mart purchasing experience were analyzed using PLS-SEM. The results show that Materialism, Envy, and Scarcity were positively associated with FoMO, with Scarcity showing the strongest relationship. FoMO was positively associated with IB, and IB was positively associated with RI. The results also supported three serial mediation paths, indicating that FoMO and IB served as sequential mediators between Materialism, Envy, Scarcity, and RI. This study extends FoMO research to cultural and creative product consumption and provides insight into how consumption-related emotions are associated with sustained purchase tendencies.

Digital leadership, as a core organizational capability driving technological transformation, plays a pivotal role in the digitalization of traditional industries. Focusing on employees of Sichuan Baijiu enterprises in China and grounded in upper echelons theory, this study develops a theoretical framework in which digital leadership and organizational learning influence organizational innovation through the mediating mechanism of employees’ digital capabilities. Using survey data from 309 employees of Baijiu enterprises, we employ partial least squares structural equation modeling (PLS-SEM) to test our hypotheses. The empirical results reveal three key findings: (1) digital leadership positively affects organizational innovation by enhancing employees’ digital capabilities; (2) employees’ digital capabilities partially mediate the relationships between digital leadership and organizational innovation, as well as between organizational learning and innovation outcomes; and (3) these capabilities serve as a critical transmission channel that amplifies the effect of organizational learning on innovation, thereby forming a “learning–capability–innovation” chain. This study extends upper echelons theory to the digital transformation context of traditional manufacturing industries. By introducing employee-level digital capabilities as a key mediating variable, it provides both theoretical insights and practical implications for Baijiu enterprises and analogous traditional industries seeking to foster innovation through strengthening digital leadership, building learning-oriented organizations, and developing employees’ digital competencies.

This study examines user responses to an AI travel assistant in a cross-border tourism service system. Moving beyond adoption-centered technology acceptance research, it conceptualizes these responses as a staged appraisal process in which social and experiential cues shape performance expectancy and effort expectancy, which then influence attitude and two behavioral outcomes: users’ willingness to accept AI and objections to AI. Cosmopolitanism is introduced as an individual-level boundary condition. Survey data were collected from 499 Chinese tourists holding valid South Korean tourist visas after they evaluated Visit Seoul AI, an official AI-based travel-planning tool. The hypotheses were tested using partial least squares structural equation modeling. The results show that social influence, hedonic motivation, and perceived anthropomorphism significantly affect performance expectancy and effort expectancy, which in turn shape attitude. Attitude increases usersf’ willingness to accept AI and reduces objections to AI, with a stronger effect on users’ willingness to accept AI. Cosmopolitanism strengthens the negative effect of hedonic motivation on effort expectancy. This study extends AIDUA to cross-border AI service systems and shows that users may both accept and object to AI travel assistants.