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.

We explored the relationship between being phubbed by one's peers and selfie liking, and examined the mediating effect of attention seeking and the moderating effect of gender in this relationship. An online survey was conducted with 427 university students. The results reveal that peer phubbing was positively related to attention seeking and selfie liking. Further, attention seeking was positively related to selfie liking, and attention seeking mediated the relationship between peer phubbing and selfie liking. The indirect pathways involved gender differences, with a stronger indirect effect for men compared to that for women. Thus, gender moderated the relationship between peer phubbing and attention seeking, as well as the relationship between attention seeking and selfie liking. These findings illustrate that selfierelated behaviors may function as a buffer for being phubbed. Moreover, phubbed individuals are prone to engage in attentionseeking behavior and frequent selfie liking.

As a sportification form of human-computer interaction, eSports is facing great gender stereotype threat and causing female players’ withdraw. This study aims to investigate the relationship between gender-swapping and females’ continuous participation intention in eSports, the mediating effect of self-efficacy, and the moderating effect of discrimination. The results demonstrate (1) that the effect of gender-swapping on continuous participation intention in eSports was not significant, while gender-swapping had a significant association with self-efficacy, and self-efficacy had a significant association with continuous participation intention in eSports; (2) that gender-swapping had an indirect effect (via self-efficacy) on continuous participation intention in eSports; and (3) that discrimination moderated the effect of self-efficacy on continuous participation intention. Female players who had experienced discrimination displayed higher continuous participation intention in the context of self-efficacy enhanced by gender-swapping.

Corporate green technology innovation is an effective way to achieve regional sustainable development goals (SDGs). Based on fiscal decentralization as a green function that empowers provincial governments with fiscal powers that are highly relevant to regional sustainable economic decision-making, this paper focused on the impacts of fiscal decentralization on corporate green technology innovation, as well as the moderating roles of taxation efforts. Taking China’s listed corporations from the period of 2005 to 2019 as the research sample, we constructed green technology innovation indicators at the corporate level. The empirical results were as follows: firstly, fiscal decentralization significantly promoted corporate green technology innovation on the whole; secondly, the synergy effects of fiscal decentralization and taxation efforts were strongly positive, implying a substantial promotion of corporate green technology innovation; thirdly, heterogeneity tests found that the synergistic effects of fiscal decentralization and taxation efforts were more significant in promoting corporate green technology innovation in eastern China, non-state-owned enterprises (non-SOEs) and manufacturing corporations. The above results were proven to be equally valid after a series of robustness tests. We suggest that provincial governments should be granted more fiscal autonomy, and that taxation efforts should be optimized to promote corporate green technology innovation.