Aixian Yu

Purpose: Gamification has emerged as a dynamic force in education, with increasing interest in its impact on college students' learning. Most previous research regards gamification as a single element and only focuses on the cognitive level of gamification elements, lacking an overall exploration of the impact mechanism of gamification elements. Against the backdrop of virtual learning communities, we apply the cognition-affection-conation theory to examine the influence of various gamification elements on college students' online learning behaviors, examining both cognitive and affective pathways. Design/methodology/approach: Data were collected through a predefined questionnaire from 11 Chinese virtual learning communities, with 587 respondents participating in the study. SmartPLS was employed to conduct a Partial Least Squares (PLS) analysis of the research model and test the hypotheses. Findings: Our findings reveal that immersion and achievement-oriented gamification elements positively impact learning behavior. Conversely, the social gamification element exhibits a negative influence due to social burnout within virtual learning communities. This study pioneers a model to understand the intricate influence mechanisms of gamification elements on college students' online learning behaviors. The model contributes to the enriched exploration and practical application of college students' learning behaviors in virtual learning communities. Originality/value: Unlike previous studies that often treat gamification as a single element and focus solely on cognitive aspects, this research explores both cognitive and affective pathways using cognition-affection-conation theory. By examining the influence of various gamification elements on college students' online learning behaviors in virtual learning communities, this study provides nuanced insights. In particular, immersion and achievement-oriented gamification elements positively impact learning behavior, while social gamification elements have a negative influence due to social burnout. This comprehensive approach deepens our understanding of how gamification affects students' learning experiences, enriches knowledge, and provides practical insights for educators and instructional designers.

With the rapid development of the e-commerce industry, e-commerce live broadcasting has become a crucial retail outlet for consumers. However, live broadcasting e-commerce faces the “anchor dilemma,” such as the difficulty of finding a suitable live anchor, the collapse of the live anchor, and so on. With the advent of the meta-universe era and the progress of artificial intelligence, e-commerce virtual anchors have become an effective way to solve the “anchor dilemma” in practice. Virtual anchors can carry goods like real people, replacing some real-life e-commerce anchors. Personification is a significant feature of virtual humans. E-commerce virtual anchoring has the ability, the appearance, and the cultural identity of personification. Consumer citizenship behavior is a kind of spontaneous altruistic behavior that improves the overall quality of e-commerce virtual anchor live broadcasts. Through the Stimulus Organism Response (SOR) model, this study explores the personification mechanism of virtual anchors on consumer citizenship behavior in the live broadcast scene of e-commerce. Through empirical research on 343 questionnaires, this study finds that the personification of e-commerce virtual anchors has a positive effect on consumer citizenship behavior and shopping value; and in turn, shopping value has a positive effect on consumer citizenship behavior. This study suggests applying virtual anchors in e-commerce live broadcasting based on the research results.

The progress of commercial VR headsets largely depends on the progress of sensor technology, the iteration of which often means longer research and development cycles, and also higher costs. With the continuous maturity and increasing competition of VR headsets, designers need to create a balance among user needs, technologies, and costs to achieve commercial competition advantages. To make accurate judgments, consumer feedback and opinions are particularly important. Due to the increasing maturity in the technology of commercial VR headsets in recent years, the cost has been continuously decreasing, and potential consumers have gradually increased. With the increase in consumer demand for virtual reality headsets, it is particularly important to establish a perceptual quality evaluation system. The relationship between consumer perception and product quality determined by evaluations of experience is improving. Using the research method implemented in this work, through semi-structured interviews and big data analysis of VR headset consumption, the perceptual quality elements of VR headsets are proposed, and the order of importance of perceptual quality attributes is determined by questionnaire surveys, quantitative analysis, and verification. In this study, the perceptual quality elements, including technical perceptual quality (TPQ) and value perceptual quality (VPQ), of 14 types of VR headsets were obtained, and the importance ranking of the VR headsets’ perceptual quality attributes was constructed. In theory, this study enriches the research on VR headsets. In practice, this study provides better guidance and suggestions for designing and producing VR headsets so that producers can better understand which sensor technology has met the needs of consumers, and which sensor technology still has room for improvement.