Current Issue

2018, Vol. 20 No. 5 Published:31 October 2018

Influencing Path of Player-avatar Identification on Virtual Item Consumption in Online Games

HAO Lu-jie1,2，L Qing-hua1，JIANG Qing-quan3

2018, 20 (5): 1-7. doi：10.19722/j.cnki.1008-7729.2018.0153

Abstract ( 1335 ) PDF (0 KB)( 891 )

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Online game virtual item consumption has become one of the main sources of profit for game operators. With the development of mobile games, the virtual item market shows great potential. The mobile games′ setting currently focuses on fairness, and the consumption of virtual item does not affect the outcome of the game directly. From the perspective of player-avatar identification, enjoyment perception and flow experience are taken as intermediary variables to construct the model of influencing path of player-avatar identification on virtual item consumption. Through empirical study, it is found that: first, player-avatar identification, enjoyment perception, flow experience and virtual item purchase intention are all pairwise correlated; second, player-avatar identification can directly predict virtual item purchase intention; third, player-avatar identification affects virtual item purchase intention through two indirect paths: the mediating role of flow experience, and the chain mediating role of enjoyment perception and flow experience.

Legal Issues of Electronic Service in China′s Civil Procedure#br# ——Taking the Compilation of Procedures in Hangzhou Internet Court as an Example

WU Yi，PEI Chong-yi

2018, 20 (5): 8-15. doi：10.19722/j.cnki.1008-7729.2018.0123

Abstract ( 60 ) PDF (0 KB)( 111 )

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With the popularization of the Internet and the rapid development of communication technologies, electronic service system has become progressively popular. Due to its jurisdiction and the court′s specific particularity, Hangzhou Internet Court has intentionally and creatively explored a new way of electronic service system. It made remarkable breakthroughs on the methods of service, the intermediary of service, the contents of documents of service and the proofs of service. These revolutions have taken the lead in the transformation of electronic service system. However, in practice, Hangzhou Internet Court also faced problems of addressees′ agreements, parallel service of mail and electronic delivery resulting in conflict of effectiveness, preferred electronic service method and the expansion of the range on intermediary and documents. Facing the conflicts of technology and guidelines, specific procedures for perfecting countermeasures are put forward such as pre-approving clauses, diversifying the confirmations of electronic service, adopting multiple delivery methods and raising the rate of declaration in court, therefore achieving a balance between technology and rules.

Rationality of Questionnaire Survey Report in Intellectual Property Litigation

ZHANG Jun-fa

2018, 20 (5): 16-23. doi：10.19722/j.cnki.1008-7729.2018.0166

Abstract ( 57 ) PDF (0 KB)( 90 )

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Questionnaire survey report is an effective way of proving subjective cognition in intellectual property litigation. It can overcome the shortcomings of existing subjective cognition and avoid the prejudice in subjective cognition. After using more scientific methods and other supporting evidence, the results closest to objective facts can be obtained. The questionnaires are made by third-party organizations, and the standardization of questionnaire design and process will guarantee the objectivity of the results of the questionnaires. The questionnaire survey report conforms to the structure of the appraisal opinion in science, subjective and objective unity and formation process, and is the appraisal opinion in the evidence type. The development of social science evidence theory and reference from other countries provide theoretical support for the application of questionnaires in intellectual property litigation. Therefore, the application of questionnaire survey report in intellectual property litigation is reasonable.

Effect of Personalized Recommendation System Based on User Perception#br# ——Taking Taobao Platform as an Example

HUANG Yi-jun, DU Meng-tian, FU Yu-ting

2018, 20 (5): 24-31. doi：10.19722/j.cnki.1008-7729.2018.0132

Abstract ( 55 ) PDF (0 KB)( 84 )

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In this era of information explosion, personalized recommendations have come into being. Based on user preferences, personalized recommendation systems can actively recommend products or information that they may be interested in. This can not only free users from complicated products in e-commerce, but also increase sales. Most of the existing researches are concentrated more on the field of information science and computer science to improve the accuracy of the algorithm. Some scholars in marketing, statistics and other fields pay more attention to the effect of personalized recommendation system on user behavior and user satisfaction. Most of them use methods such as theoretical analysis and questionnaires. As the user experience and feelings are more abstract, the closed questions of the questionnaire survey method are difficult to obtain the true feelings of users. Taobao platform is selected to conduct empirical researches and situational interview methods are used to obtain user feelings about the recommendation system. Meanwhile, the indicators that users pay more attention to are obtained such as perceived usefulness, perceived security, perceived comfort, and ease of use. Finally, some suggestions for the recommendation system of e-commerce platforms are put forward.

Independent R&D Innovation, Enterprise′s Technological Capability and TFP #br# ——Research Based on Threshold Effect

ZHAO Hong-zhong, ZHOU Ting, LI Ruo-xi

2018, 20 (5): 32-40. doi：10.19722/j.cnki.1008-7729.2018.0118

Abstract ( 61 ) PDF (0 KB)( 95 )

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 Aiming at the technological advancement difficulties and technical thresholds faced by China′s large and medium-sized industrial companies in their own R&D innovation and from the perspective of technical capabilities of enterprises, threshold model is constructed, in which independent R&D innovation drives the promotion of total factorial productivity(TFP), the threshold effect of technical capabilities in different steps of independent R&D innovation is examined, and also the relationship between independent R&D innovation and TFP is clarified. Results show that there are obvious double threshold effects where independent R&D innovation of large and medium-sized industrial enterprises drives TFP. With improving technical capabilities, the effect of independent R&D innovation on the promotion of TFP turns positively significant, whether from the knowledge learning capacity, the knowledge output capacity or the conversion capacity. What′s more, the positive impact of knowledge output capability is the strongest, followed by knowledge learning capability, and the conversion capacity is the weakest. At the same time, technical capabilities show heterogeneity in time and space.

High-tech Industry Drives Industrial Upgrading: Growth or Innovation？

ZHAO Yu-lin, YAO Jie

2018, 20 (5): 41-51. doi：10.19722/j.cnki.1008-7729.2018.0137

Abstract ( 59 ) PDF (0 KB)( 73 )

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The consensus has been reached on the leading role of the development of high-tech industries on the optimization and upgrading of industry. However, is the total output of high-tech industries or the quality of R&D innovations more conducive to the industrial upgrading? Based on the provincial data of China, a panel regression model is used to conduct empirical analysis. The research results show that compared with the total amount of growth, the improvement in quality brought by high-tech industrial innovation can promote the optimization and upgrading of industry in all directions, including total factor productivity, export technology, labor productivity, capital return, efficiency of energy utilization and environmental efficiency. Therefore, when actively developing the scale of high-tech industries, we should pay more attention to increasing investment in high-tech industrial innovation, attach importance to the introduction and training of R&D talents, and encourage high-tech industrial innovation output, especially independent innovation with high technological content.

Multiple Conjunctural Causation and Asymmetry of Upgrading of Industrial Structure#br# ——A Fuzzy-set Qualitative Comparative Analysis

YU Yan-xia

2018, 20 (5): 52-59. doi：10.19722/j.cnki.1008-7729.2018.0141

Abstract ( 66 ) PDF (0 KB)( 77 )

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By collecting data from 31 provinces(cities and municipalities) in China and applying the qualitative comparative analysis (QCA) method, the factors that influence the upgrading of industrial structure is analyzed and the configurations that lead to high or low level of industrial structure are found out. The results show that the configuration of high GDP per capita, high total volume of import and export trade and high level of innovation, as well as the configuration of high level of GDP per capita, high foreign direct investment (FDI) and high level of human resources will result in the upgrading of industrial structure, and meanwhile five configurations will lead to low level of industrial structure. Compared to the past researches, the influence of a configuration rather than a single variable is analyzed; and different paths towards high and low level of industrial structures are pointed out, showing multiple conjunctural causation between the level of industrial structure and its influencing factors; meanwhile, the causal asymmetry is discussed. The method and conclusion can provide reference for further research in this field.

Information Transparency, Credit System and ′Small Bank Advantage′#br# ——Empirical Analysis Based on the SME Board Listing Corporation

HU Guo-hui, LI Xue-ling

2018, 20 (5): 60-68. doi：10.19722/j.cnki.1008-7729.2018.0108

Abstract ( 65 ) PDF (0 KB)( 84 )

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Small and medium banks have the characteristics of simple organizational structure, short chain of information decision-making, and geopolitical advantages, so it has ′Small Bank Advantage′ in providing relationship lending for small and medium-sized enterprises (SME). In order to explore the relationship between information transparency, the development of the credit system and the ′Small Bank Advantage′, and taking the core of the hypothesis of ′Small Bank Advantage′– ′information′ as the entry point, the empirical test is conducted by Logit model from the point of view of the loan demand, that is, SME and by using the data from Shenzhen SME board listed companies during 2009—2016. Results show that the development of information transparency and credit system have a significant impact on the ′Small Bank Advantage′, and SME with lower information transparency has higher probability of obtaining loan from small and medium-sized banks than that of large banks, which means that the ′Small Bank Advantage′ still plays a certain role at this stage. However, with the development of credit system, more and more complete credit information can effectively make up for the weaknesses of SMEs′ low information transparency, and increase the opportunities for SMEs to obtain loans from large banks, thus gradually weakening the ′Small Bank Advantages′.

Innovation Performance of Listed Company M&As: Empirical Research #br# Based on PSM-DID Model

LU Wen-qi

2018, 20 (5): 69-79. doi：10.19722/j.cnki.1008-7729.2018.0113

Abstract ( 55 ) PDF (0 KB)( 85 )

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 The effect of mergers and acquisitions (M&As) on technological innovation performance has not reached a conclusion. 1232 listed companies in China′s manufacturing industry from 2006 to 2016 were divided into three groups: never merged before, non-technological M&As and technological M&As. Then, the non-classical PSM-DID（Propensity Score Matching-Difference in Differences）  model is adopted to analyze the path and effect of three groups on the technological innovation performance. The result shows that non-technological M&As cannot improve enterprise′s technological innovation performance. The hypothesis that technological merger and acquisition can improve enterprise′s technological innovation performance is not tenable either. Despite of that, enterprises can weaken this negative effect by deepening economic ties with target companies and expanding their knowledge breadth. This study distinguishes the differences in the mechanism of technological innovation performance between technological and non-technological M&As and analyzes the main effects of innovation capabilities and acquirers′ characteristics on innovation output, providing effective ways to enterprises′ sustainable profit maximization.

Dynamic Network DEA Approach to Performance Evaluation of Funds #br# Based on Direction Distance Function

WANG Xiao-li1，ZHANG Peng2，WEI Jian-guo1

2018, 20 (5): 80-89. doi：10.19722/j.cnki.1008-7729.2018.0100

Abstract ( 72 ) PDF (0 KB)( 70 )

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Data envelopment analysis (DEA) is a very useful approach to measure the efficiency of funds. A dynamic network DEA model based on the direction distance function is proposed to evaluate the performance of funds. Considering the fact that the duration of investment process may be medium-term or long-term, the net value of fund income, the conditional value at risk and standard deviation of the net value of fund income, and the fees of funds respectively are chosen as the metrics of the rate of return, risk, and costs of funds. Finally, the daily trading data are collected to calculate the efficiency value of funds, dividing them into five different sample intervals for the purpose of analyzing the causes of performance variation. Furthermore, the effectiveness of the model is illustrated through analyzing the value of inputs and outputs.

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YANG Jia-hui, NIE Gui-hua, LIU Chang

2018, 20 (5): 90-98. doi：10.19722/j.cnki.1008-7729.2018.0136

Abstract ( 58 ) PDF (0 KB)( 97 )

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Business Model Analysis of Mobile Learning Apps on WeChat

ZHANG Xin, LI Qing

2018, 20 (5): 99-108. doi：10.19722/j.cnki.1008-7729.2018.0142

Abstract ( 64 ) PDF (0 KB)( 80 )

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 WeChat is one of the most widely used and most popular applications in China. Based on WeChat, various services have been created and promoted, and it has become one of the platforms for mobile learning and online education. Through literature review, it is found that no researcher has made analysis on the business model of mobile learning on WeChat. Herein, four typical cases of WeChat mobile learning from a large number of existing applications were selected. And then the nine-factor business model is used to analyze these cases to find out the common characteristics and the differences among them. Meanwhile, some common problems in mobile learning are also discussed on WeChat. It is pointed out that mobile learning Apps should pay attention to the innovation of learning theory and teaching mode, optimize and innovate learning service modes, upgrade the marketing methods, look for balance between ease of use and functionality, and verticalize their operation professionally.