This study examines the impact of ESG strategies on sustainable performance in multinational enterprises (MNEs), with a particular focus on the mediating role of internal market-oriented culture (IMOC) and the moderating effect of job crafting. To validate these key mechanisms, the study employs a stratified random sampling method to collect data from 614 employees across manufacturing, service, and technology-intensive industries. The data were analyzed using structural equation modeling (SEM) to test the hypothesized relationships. The empirical results demonstrate that ESG strategies significantly enhance sustainable organizational performance, with IMOC serving as a critical mediator linking ESG strategies to improved outcomes. Furthermore, job crafting strengthens the positive relationship between IMOC and sustainable performance, indicating that when employees proactively reshape their tasks and roles to align with ESG objectives, organizational sustainability is further enhanced. The influence of cultural context plays a crucial role in this process. The findings reveal that the effects of IMOC and job crafting are more pronounced in collectivist cultures (e.g., China and Japan), while in individualist cultures (e.g., the United States and Germany), performance improvements rely more heavily on individual incentives and feedback mechanisms. These insights provide practical guidance for MNE managers on how to tailor ESG strategies, IMOC, and job crafting approaches to specific regional and cultural settings. This study contributes to the literature by demonstrating how ESG strategies interact with internal cultural and behavioral mechanisms to drive sustainable performance in MNEs. It highlights the role of IMOC and job crafting as internal drivers that bridge ESG initiatives with tangible organizational outcomes. From a practical perspective, the findings offer actionable guidance for MNEs on how to design adaptive ESG strategies and employee engagement practices tailored to culturally diverse environments. These insights provide managers with a clear pathway to enhance employee-driven change and improve sustainable performance across global operations.

Since the traditional Structural Equation Modeling is unable to correctly grasp the preferences and behaviors of consumers at multiple levels, this study combined the virtual reality experience model to analyze the motivations and cognitive behaviors of the public towards sports and fitness. The factor analysis was adopted to measure the latent variables of the virtual reality sports experience function, and then Multilevel Structural Equation Modeling was conducted based on the latent variables to find out the optimal model combination and the best path relationship between people?s experience situations and latent variables, to truly grasp the motivations and goals of people?s sports experience. The empirical results showed that the main factors of the latent variables of people?s satisfaction and loyalty of the group level were different from those of the individual level, which indicated that there was a difference between the group and individual sports preferences in virtual reality sports experience, and it indirectly affected the consumption intention of the group and the individual for virtual reality sports experience.

This study explored the usage intention of the reservation system of Taipei Sports Center from the perspective of Technology Readiness Index. The research subjects were the consumers of the reservation system of Taipei City Sports Center. In the questionnaire distribution part of the study, a total of 350 questionnaires were sent out, and 350 questionnaires were returned. After the invalid questionnaires were deducted, there were 322 valid questionnaires, and the valid questionnaire recovery rate reached 92%. Statistical software SPSS 25.0 and AMOS 25.0 were then used for analysis. The research results are as follows: Hypothesis 1 Optimism had a significant positive influence on usage intention; Hypothesis 2 Innovation had a significant positive influence on usage intention; Hypothesis 3 Inadaptability had a significant negative influence on usage intention; Hypothesis 4 Insecurity had a significant negative influence on usage intention.