Yibing Chen

Anthropomorphism is a widely used marketing strategy, yet less is known about how baby-schema anthropomorphic cues embedded in eco-friendly logos function as compact visual identity cues to promote consumers’ green purchase intention through positive emotional attribution. Drawing on baby-schema theory and mental-state attribution, we examine the impact of anthropomorphic eco-friendly logos on green purchase intention, the mediating roles of perceived love and perceived hope, their sequential pathway, and the moderating effect of environmental attitude. A within-subjects study was conducted with 299 valid participants in China, using established and adapted scale items for data collection. Our results demonstrated that anthropomorphic eco-friendly logos significantly enhanced green purchase intention. Perceived love and perceived hope each mediated this relationship, and the sequential pathway from perceived love to perceived hope was also significant. Moreover, environmental attitude positively moderated the link between anthropomorphic logos and perceived love, with a stronger effect among consumers with higher pro-environmental attitudes. These findings highlight a positive emotional attribution mechanism through which anthropomorphic eco-friendly logo cues promote green consumption and clarify the boundary role of environmental attitude.

Background: Although smart products improve older adults’ quality of life, their acceptance and usage of smart assistive devices remain relatively low, and the influencing factors remain unclear. Methods: This study takes canes, which are commonly used by older adults, as the research object. To explore older adults’ acceptance of smart canes and the influencing factors, we constructed an integrated framework based on the extended Technology Acceptance Model (TAM), which incorporates multiple variables: Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Attitude (ATT), Social Influence (SI), Safety Trust (ST), Self-Efficacy (SE), and Behavioral Intention (BI). A questionnaire survey was conducted to collect 232 valid responses, and structural equation modeling (SEM) was employed for data analysis. Results: The results indicate that factors including PU, PEOU, and SI have significant impacts on older adults’ ATT towards using smart canes, their SE, and BI. Among these factors, ATT and SE play a mediating role between PU, PEOU, SI, and BI in using smart canes. Conclusions: The practical implications of the current results are discussed with the aim of providing empirical evidence for the development and application of smart assistive devices for older adults.

This study aims to explore the mechanisms through which social media influences the cooperative learning attitudes and academic performance of design students in the context of China’s collectivist culture, providing a basis for the application of social media in design education. Using the Extended Technology Acceptance Model (TAM) as the theoretical framework, a questionnaire survey of 305 students was conducted. Structural equation modelling and moderation effect analysis revealed that perceived usefulness, ease of use, enjoyment, and interactivity significantly influence students’ attitudes toward social media-based collaborative learning. This attitude directly enhances academic performance and is positively moderated by knowledge-sharing willingness and academic self-efficacy. This study validated the applicability of the extended TAM in online collaborative learning, revealing that positive attitudes toward collaborative learning can only effectively translate into academic outcomes when students possess sufficient knowledge-sharing willingness or self-efficacy. This provides empirical evidence for strategically leveraging social media in educational design.