International Journal of Social Science and Education Research
type: channel
description: International Journal Of Social Science and Education Research (IJOSSER) is a monthly online, international, peer-reviewed journal. All articles published are rigorously and fast reviewed meeting the Journal Quality standards. IJOSSER is dedicated to publish empirical, academic, theoretical and review research articles that contribute to the practice in management, economics, education and social sciences. Scope of the journal includes: Anthropology, Communication studies, Economics, Education, Geography, History, Law, Linguistics, Political science, Psychology, Sociology, etc.
publisher: Boya Century Publishing
language: en
publication name: International Journal of Social Science and Education Research
issn: 2637-6067
items: The VAT Private School Fees Policy: Implications for Socio-Economic Mobility in the UK
items: A Practical Study on Digital Empowerment of Technical and Tactical Training in University Badminton Specialty Classes
items: Ideological and Political Education through the Demonstration Course of“Data Structures and Algorithms” for the Internet-of-Things Engineering Programme
items: Research on the Empowerment of New Quality Productivity for the Innovation of Senior High School Ideological and Political Teaching
items: Exploration on the Teaching of the "Analog and Digital Circuits" Course in the Context of Emerging Engineering Education
items: A Study on How LLMs (e.g. GPT-4, Chatbots) are Being Integrated to Support Tutoring, Essay Feedback and Content Generation
items: Online Teaching Practice of Applied Undergraduate Microcontroller Principle Experiment
items: Research Progress on Mutual Empowerment between Universities and the Elderly Group from the Perspective of Active Aging
items: Research on Teaching Reform of Hydraulics Course Based on Numerical Simulation
items: Reform and Practice of Principles of Engineering Geology in Civil Engineering Based on OBE Concept under the Background of New Engineering
items: Research on the Teaching Reform of Blended Online and Offline Course for Introduction to Hydraulic Engineering
items: Trauma-Informed, School-Anchored Mental-Health Pathway After Disasters in the Philippines: A Mixed-Methods Quasi-Experimental Evaluation Linking Clinical Outcomes to Referral-Chain KPIs
items: An Analysis of the Practical Philosophy in Karl Marx and Friedrich Engels' Translation Thoughts
items: Research on the Tendency of Money Worship in Online Live Streaming Interaction
items: Big Data Talent Cultivation through Industry–Academia–Research Integration
items: A Survey on the Digital Literacy of Cross-Border E-Commerce Students under AI-Assisted Teaching: An SEM Approach
items: A Holistic Educational Framework for Water Transport Engineering: A Mega-Project–Driven Pedagogical Model
items: A Study of Transknowletology in the Past Five Years
items: Bridging the Competency Gap in Hospitality Management Education in the Digital Age: A Comparative Study of Undergraduate Curriculum Systems in Chinese and International Universities
items: Drabble’s Ethical Concern for the Elderly in The Seven Sisters
items: The Application and Development of Artificial Intelligence Technology in Higher Education Teaching
items: Driving Teacher Self-Growth and Teaching Reform with the Spirit of Educator
items: Russian Tourism in Macao: Opportunities and Challenges in International Travel
items: AI Adoption in Business Decision-Making: Challenges, Enablers, and Organizational Readiness Assessment
items: A Study on the Influence of Educational Expectations and Parental Psychological Control on Student Burnout Among Middle School Students
items: The Making of "Convergence Codes": Trade Networks and Cultural Interweaving in Multi-Ethnic Merchant Guildhalls of Early Qing Beijing
items: Constructing a University EFL Textbook Model for Critical Thinking Development: A Case Study in Media, Arts, and Design Disciplines
items: A Study on the Diffusion Patterns of Tribal Consumption on Social Media Based on Social Network Analysis
items: Modeling the Impact of Digital Marketing Campaigns on Brand Equity: A System Dynamics Approach
items: How AI Virtual Anchors Ignite the Consumption Impulse: An Exploration of the Path Based on the SOR Model

The VAT Private School Fees Policy: Implications for Socio-Economic Mobility in the UK
type: item
description: The UK's 2025 policy to impose a 20% VAT on private school fees aims to improve state education equity through revenue redistribution. This article evaluates its potential to inadvertently hinder socio-economic mobility. Economic analysis suggests the policy is fiscally precarious: projected revenues are likely to be offset by the costs of accommodating pupils migrating to the state sector. Furthermore, the burden will fall disproportionately on price-sensitive middle-income families, potentially stratifying private education access. Concurrently, increased demand for high-performing state schools may inflate house prices in premium catchment areas, advantaging wealthier households. The risk of private school closures also introduces negative local economic externalities. We conclude that without precise calibration, the policy may fail its equity objectives, instead reinforcing existing inequalities and functioning as a blunt instrument of fiscal policy.
subject: Articles
  topic: section
subject: Value Added Tax
  topic: keywords
subject: VAT
  topic: keywords
subject: mobility
  topic: keywords
creator: Qianru Ding
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-11-02
publication date: 2025-11-02
starting page: 263
ending page: 267
doi: 10.6918/IJOSSER.202511_8(11).0032

A Practical Study on Digital Empowerment of Technical and Tactical Training in University Badminton Specialty Classes
type: item
description: To address the issues of reliance on subjective experience and slow improvement in technical and tactical skills in traditional training for university badminton specialties, this study employed 40 students from the Class of 2023 at a certain university. A randomized controlled trial was conducted over 12 weeks. The students were divided into an experimental group (20 participants, digitally assisted training) and a control group (20 participants, traditional training). The results showed that after training, the experimental group's serve accuracy (82.3%) and smash success rate (75.8%) were 15.2% and 16.4% higher than the control group (67.1% and 59.4%), respectively. The correction amplitude of backhand return deviation (9.4cm) was significantly greater than that of the control group (5.6cm). Their tactical execution rate (78.5%) was 16.7% higher than that of the control group (61.8%), and their tactical adjustment speed (2.3 minutes/game) was 3.3 minutes shorter than that of the control group (5.6 minutes/game). The efficiency of training plan adjustment increased by 73.3%, and student training satisfaction (85%) was 45% higher than that of the control group (40%). All core indicators showed statistically significant differences (P < 0.01). This study demonstrates that digital technology can promote the transformation of university badminton training from "experience-driven" to "data-driven" through precise error correction, personalized training, and tactical visualization, providing practical support for improving training efficiency and technical and tactical proficiency.
subject: Articles
  topic: section
subject: Digital Empowerment
  topic: keywords
subject: University Badminton Specialty Classes
  topic: keywords
subject: Technical and Tactical Training
  topic: keywords
subject: Motion Capture Technology
  topic: keywords
subject: Training Efficiency
  topic: keywords
creator: Wenjun Kou
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 410
ending page: 418
doi: 10.6918/IJOSSER.202510_8(10).0055

Ideological and Political Education through the Demonstration Course of“Data Structures and Algorithms” for the Internet-of-Things Engineering Programme
type: item
description: Data structure and algorithm are new engineering of Internet of Things As the cornerstone of engineering education, core courses serve as crucial platforms for implementing ideological and political education. Grounded in the principle of moral cultivation, this study systematically examines the educational value of exemplary ideological courses in three dimensions: strengthening professional foundations, enhancing social responsibility, and fostering lifelong learning with ethical awareness. It identifies current challenges including misaligned ideological elements, rigid integration, and monolithic evaluation systems. The paper proposes four strategic approaches: a &quot;technology-scenario-value&quot; tripartite design framework, digital technology empowerment, collaborative teaching-research integration, and diversified assessment mechanisms to achieve synchronized knowledge transmission and value guidance. This research establishes replicable models for ideological education in core engineering courses, offering practical implications for cultivating IoT professionals with both technical expertise and ethical competence.
subject: Articles
  topic: section
subject: Data structures and algorithms
  topic: keywords
subject: Curriculum-based ideological and political education
  topic: keywords
subject: Internet-of-Things engineering
  topic: keywords
creator: Huihong Xie
creator: Yinxing Chen
creator: Yingshan Lin
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 405
ending page: 409
doi: 10.6918/IJOSSER.202510_8(10).0054

Research on the Empowerment of New Quality Productivity for the Innovation of Senior High School Ideological and Political Teaching
type: item
description: The proposition of new quality productivity has brought about brand-new changes and development opportunities to the field of education.Senior high school ideological and political education is a key course for fostering virtue and nurturing talent. Empowering high school ideological and political education with new quality productivity will innovate teaching scenarios, promote the digitalization of teaching content; enhance teaching effectiveness, promote the diversification of teaching methods; reshape teaching evaluation, promote the precision of teaching evaluation; share teaching achievements, and promote the professionalization of teaching results. Currently, there are practical difficulties in the innovation of high school ideological and political education empowered by new quality productivity, such as teaching technology innovation, teaching content innovation, and teaching evaluation innovation. Based on this, this article proposes to build a "new environment" that adapts to and empowers teaching technology innovation in high school ideological and political education, cultivate a "new subject" that adapts to and empowers teaching content innovation, and explore a "new mechanism" that adapts to and empowers teaching evaluation innovation, to promote the high-quality development of high school ideological and political education and contribute to the construction of an educational power.
subject: Articles
  topic: section
subject: New quality productive forces
  topic: keywords
subject: Senior high school ideological and political course teaching
  topic: keywords
subject: Teaching innovation
  topic: keywords
creator: Junhao Huang
creator: Junguo Peng
creator: Jingshu Huang
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 393
ending page: 404
doi: 10.6918/IJOSSER.202510_8(10).0053

Exploration on the Teaching of the "Analog and Digital Circuits" Course in the Context of Emerging Engineering Education
type: item
description: In this paper, to address the problem that the traditional assessment of the "Analog and Digital Circuits" course emphasizes results over process, this paper conducts teaching exploration of the course from three key dimensions—curriculum content integration, experimental project optimization, and curriculum assessment reform—while aligning with the core goal of Emerging Engineering Education, which is competence-oriented and focused on cultivating interdisciplinary engineering talents. By detailing the reform approaches, this paper aims to effectively enhance students’ in-depth understanding of circuit principles and practical application capabilities within limited class hours, thereby laying a solid foundation for their subsequent professional courses.
subject: Articles
  topic: section
subject: Emerging Engineering Education
  topic: keywords
subject: Analog and Digital Circuits
  topic: keywords
subject: Experiments
  topic: keywords
creator: Lixiang Li
creator: Fuchun Huang
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 387
ending page: 392
doi: 10.6918/IJOSSER.202510_8(10).0052

A Study on How LLMs (e.g. GPT-4, Chatbots) are Being Integrated to Support Tutoring, Essay Feedback and Content Generation
type: item
description: The adoption of Large Language Models (LLMs) and, specifically, GPT-,4 has rapidly altered the educational landscape and changed the concept of pedagogy and interaction with learners. This paper explores the role of LLMs in learning institutions to supplement tutoring, essay feedback, and content creation. Based on recent empirical studies and theories, it assesses the potential of LLMs in pedagogy and its potential consequences in higher and secondary education. Through a combination of multiple dimensions, such as adaptive tutoring, personalized feedback, and generative lesson design, the paper clarifies the opportunities and challenges of implementing the use of LLMs in teaching practice. It has been proved by empirical results that GPT-4-based systems can significantly increase student engagement, writing, and conceptual understanding when used in a responsible manner. However, such issues as data privacy, overreliance, and the risk of academic dishonesty are discussed in the course of the study. It concludes in the end with the conclusion that to successfully use LLMs, a balanced approach, which integrates human judgment and algorithmic intelligence, is necessary to develop equitable and future-oriented learning settings.
subject: Articles
  topic: section
subject: Large Language Models
  topic: keywords
subject: Education technology
  topic: keywords
subject: AI tutoring
  topic: keywords
subject: Artificial intelligence
  topic: keywords
subject: AI in education
  topic: keywords
creator: Nhu Tam Mai
creator: Wenyang Cao
creator: Qianyi Fang
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 371
ending page: 386
doi: 10.6918/IJOSSER.202510_8(10).0051

Online Teaching Practice of Applied Undergraduate Microcontroller Principle Experiment
type: item
description: The microcontroller principle experiment course adopts online teaching. In order to meet the teaching requirements of application-oriented undergraduate education, it draws on the experience of existing online courses and combines the requirements of Mount Taishan College's national first-class undergraduate course on microcontroller principle and application. The entire teaching process of online experiments has been rearranged. The online teaching platform has been reasonably selected, and online communication channels between teachers and students have been opened. A specially designed experimental development board has been created. The content of experimental projects has been carefully designed, and the implementation methods, evaluation, and assessment mechanisms of experimental teaching have been reasonably formulated. After a semester of online teaching practice, the students' assessment results are good, and their practical ability has been significantly improved.
subject: Articles
  topic: section
subject: Applied undergraduate
  topic: keywords
subject: Online teaching
  topic: keywords
subject: Practical ability
  topic: keywords
subject: Experimental teaching
  topic: keywords
creator: Jian Zhao
creator: Shunwei Wu
creator: Huiguo Cao
creator: Yanxiang Gong
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 365
ending page: 370
doi: 10.6918/IJOSSER.202510_8(10).0050

Research Progress on Mutual Empowerment between Universities and the Elderly Group from the Perspective of Active Aging
type: item
description: Against the backdrop of global population aging, universities, as key players in knowledge innovation and social services, share a relationship of complementarity and synergy with the elderly group. However, current practices mostly adopt a "one-way service" model, lacking a systematic two-way mechanism. Based on the theories of human capital and social capital, this paper explores the theoretical basis, practical dilemmas, and implementation paths of mutual empowerment between universities and the elderly group. The study finds that the current practice of mutual empowerment faces issues such as resource imbalance, lack of mechanisms, and lagging social awareness. In response, this paper proposes a core path of "improving the quality of university elderly education - feedback from the elderly group - constructing a multi-stakeholder collaborative mechanism" and verifies its feasibility through the analysis of typical cases. The research can provide theoretical support and practical reference for the construction of an age-friendly society, and future studies need to deepen case comparisons and policy evaluations.
subject: Articles
  topic: section
subject: Active Aging
  topic: keywords
subject: Mutual Empowerment
  topic: keywords
subject: Universities
  topic: keywords
subject: Elderly Group
  topic: keywords
creator: Yunze Chen
creator: Zhiqin Ge
creator: Xinquan Liu
creator: Luying Zhan
creator: Yifan Zhang
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 359
ending page: 364
doi: 10.6918/IJOSSER.202510_8(10).0049

Research on Teaching Reform of Hydraulics Course Based on Numerical Simulation
type: item
description: Hydraulics is a core fundamental course for water resources–related majors, characterized by an abstract theoretical system and strong engineering applicability. To address the disconnection between theory and engineering practice in traditional teaching, this study proposes a reform plan that systematically integrates numerical simulation technology into the hydraulics curriculum. By constructing a “theory–simulation–application” integrated teaching model and using typical hydraulic structures as carriers, the reform reconstructs course content, innovates teaching methods, and optimizes the evaluation mechanism. The reform focuses on representative hydraulic structures such as gates, dams, weirs, and water conveyance systems, and designs hierarchical numerical simulation teaching cases. Through case-driven learning, project-based practice, and tiered instruction, students’ engineering analysis abilities are effectively enhanced. This reform significantly improves students’ understanding of complex flow phenomena, their proficiency in numerical tools, and their competence in solving engineering problems, providing a practical and operable pathway for curriculum reform in water resources engineering education.
subject: Articles
  topic: section
subject: Hydraulics
  topic: keywords
subject: Teaching reform
  topic: keywords
subject: Numerical simulation
  topic: keywords
subject: Hydraulic engineering
  topic: keywords
subject: Teaching cases
  topic: keywords
creator: Qiang Zhang
creator: Sha Shi
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 351
ending page: 358
doi: 10.6918/IJOSSER.202510_8(10).0048

Reform and Practice of Principles of Engineering Geology in Civil Engineering Based on OBE Concept under the Background of New Engineering
type: item
description: In order to actively respond to the demand for talent training in the construction of new engineering disciplines and promote the education and teaching reform of undergraduate courses in colleges and universities, the "Engineering Geology" course has carried out systematic teaching reform exploration based on the OBE concept. The teaching reform of the course focuses on the three-dimensional goals of "knowledge-ability-quality", through a series of measures such as reconstructing the content of the double-module course, adopting the progressive experimental teaching method, constructing the field practice mode of "four-dimensional integration", innovating the evaluation system, the quality of course teaching has been effectively improved, and the comprehensive ability of students has been enhanced. It provided a valuable reference for the construction of the new engineering course of civil engineering.
subject: Articles
  topic: section
subject: New engineering
  topic: keywords
subject: Engineering geology
  topic: keywords
subject: Reform of teaching
  topic: keywords
subject: Comprehensive ability
  topic: keywords
creator: Zhihui Yuan
creator: Chun Tang
creator: Puji Yang
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 345
ending page: 350
doi: 10.6918/IJOSSER.202510_8(10).0047

Research on the Teaching Reform of Blended Online and Offline Course for Introduction to Hydraulic Engineering
type: item
description: Aiming at the problems of abstract teaching content, weak practical links, and low student participation in traditional Introduction to Hydraulic Engineering courses, this study, considering the development trend of digital-intelligent technologies, constructs a blended teaching mode characterized by "online virtual simulation, offline physical practice and AI personalized guidance". By integrating resources such as virtual simulation experiment platforms, intelligent learning assistants, and school-enterprise collaborative practical training, a teaching framework of "Four Integrations" (indoor-outdoor, macro-micro, online-offline, virtual reality) is formed. Teaching practice shows that after the reform, student participation increased by 35% and knowledge transformation efficiency improved by 40%, providing a promotable path for the digital transformation of teaching in hydraulic engineering courses.
subject: Articles
  topic: section
subject: Introduction to hydraulic engineering
  topic: keywords
subject: Blended teaching
  topic: keywords
subject: Virtual simulation
  topic: keywords
subject: Curriculum reform
  topic: keywords
subject: Digital twin
  topic: keywords
creator: Yang Zhang
creator: Jingtai Niu
creator: Shuanglong Li
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 340
ending page: 344
doi: 10.6918/IJOSSER.202510_8(10).0046

Trauma-Informed, School-Anchored Mental-Health Pathway After Disasters in the Philippines: A Mixed-Methods Quasi-Experimental Evaluation Linking Clinical Outcomes to Referral-Chain KPIs
type: item
description: In a high-disaster-risk Philippine setting, we evaluated a school-anchored, trauma-informed mental-health pathway linked to community care using a convergent mixed-methods, matched-school design. The pathway (screening → brief skills groups → warm/hot referral → structured follow-up) was analyzed by intention-to-treat linear mixed models for PCL-5, PHQ-9, GAD-7 (primary) and WHO-5, WHODAS (secondary), with prespecified moderation/mediation by referral timeliness/closure and classroom fidelity. Reach was high and balanced (~92% vs 91%). At T1, symptoms declined modestly (PCL-5 Δ −3 to −5; g ≈ 0.30–0.35), with favorable T2 maintenance; WHO-5 rose and WHODAS showed small functional gains. MCID/responder rates favored intervention. Service performance improved (≤7-day closure +17 pp; any-time closure +13 pp; median wait −8 days). Delivery met targets (fidelity ≈1.7/2; IRR ≈0.75–0.80), and larger gains aligned with higher fidelity and shorter waits/closure. Conclusion: When fidelity ≥1.6/2, first contact ≤7 days, and follow-up ≳80%, the pathway is feasible and clinically meaningful. Ethics: parental consent, student assent, Data Privacy Act compliance; no external commercial funding.
subject: Articles
  topic: section
subject: Post-disaster
  topic: keywords
subject: Adolescents
  topic: keywords
subject: School mental health
  topic: keywords
subject: RE-AIM
  topic: keywords
subject: CFIR
  topic: keywords
subject: Warm handoff
  topic: keywords
subject: Philippines
  topic: keywords
subject: Referral Chain Index
  topic: keywords
creator: Yue Hu
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 330
ending page: 339
doi: 10.6918/IJOSSER.202510_8(10).0045

An Analysis of the Practical Philosophy in Karl Marx and Friedrich Engels' Translation Thoughts
type: item
description: Karl Marx and Friedrich Engels' translation thoughts are grounded in practical philosophy, highlighting that translation is a social practical activity that integrates the subject and the object. Existing research has made headway in constructing theoretical frameworks. In the future, it is imperative to further conduct critical explorations based on practical philosophy, micro-level text-based empirical studies, analyses of regional acceptance mechanisms, and investigations into the integration of technological applications. This ideological system is concretely manifested in four practical dimensions of translation: scientificity creativity, communicativeness, and historicity. It offers systematic theoretical guidance for the international publicity translation . The contemporary practical approaches proposed herein include the full play of the translator's subjectivity, the coordinated optimization of the communication system, and the adoption of precise communication strategies, thus deepening the holistic understanding of international publicity translation.
subject: Articles
  topic: section
subject: Karl Marx
  topic: keywords
subject: Friedrich Engels
  topic: keywords
subject: Practical Philosophy
  topic: keywords
subject: International Publicity Translation
  topic: keywords
creator: Yunxi Xie
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 320
ending page: 329
doi: 10.6918/IJOSSER.202510_8(10).0044

Research on the Tendency of Money Worship in Online Live Streaming Interaction
type: item
description: The social interaction in the virtual community of live-streaming platforms shows a rather obvious tendency of money worship. First of all, the "omnipotence" of money and the tendency of money worship are quite intuitive and obvious in the daily life of contemporary Chinese people, which is reflected in various aspects such as clothing, food, housing, transportation, education, medical care, daily necessities, and leisure and entertainment. Many people resort to any means to earn more money, take risks, and even embark on the path of crime. In the virtual community of live-streaming platforms, the audience's right to speak can be obtained in many ways, such as by investing money, time, energy, and emotions. However, among these different factors, money is the most important and fundamental determining factor. The audience who invest the most money, such as the "big brothers" of the rich and powerful, have the strongest right to speak. When the host needs to make a choice among these factors, they often choose the money factor and abandon the others. Making money and obtaining economic income are the most fundamental purposes of the host's social interaction in the community. The common feature of big hosts is that they have a large number of fans, a large number of people online in real time in the live room, and a high ranking on the list. But ultimately, it is because their income is high that they are recognized as big hosts on the live-streaming platform. In conclusion, the social interaction in the virtual community shows a rather obvious tendency of money worship.
subject: Articles
  topic: section
subject: Social interaction
  topic: keywords
subject: money worship
  topic: keywords
subject: and webcast platform
  topic: keywords
creator: Yangyang Jin
creator: Qingqi Wang
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 311
ending page: 319
doi: 10.6918/IJOSSER.202510_8(10).0043

Big Data Talent Cultivation through Industry–Academia–Research Integration
type: item
description: The big data industry, as a national strategic emerging sector and a key development direction in the Yangtze River Delta region, is driving the digital transformation and intelligent upgrading of the economy and society. The smart shipping industry plays a crucial role in the strategy of building China into a strong transportation power. By leveraging big data, artificial intelligence, cloud computing, and the Internet of Things, it enables applications such as vessel scheduling optimization, port resource allocation, and pollution monitoring and management, making it one of the most promising fields for the integration of big data technologies. However, higher vocational education faces challenges in meeting the demand for big data talents in smart shipping, including insufficient practical capabilities of teachers, outdated teaching philosophies, and misalignment between curricula and job requirements. To address these issues, the program relies on provincial engineering research centers and high-level specialty cluster construction, and explores a talent cultivation model characterized by “platform as the foundation, projects as the core, and integration as the essence.” Through the establishment of resource transformation mechanisms, faculty development pathways, and the reconstruction of cross-disciplinary curricula, this model achieves resonance between research, teaching, and industry. Ultimately, it forms a multi-level teaching approach driven by task orientation and research–teaching–application integration, providing a systematic paradigm for talent cultivation to support the deep integration of big data and the shipping industry.
subject: Articles
  topic: section
subject: Vocational education
  topic: keywords
subject: Industry–Academia–Research integration
  topic: keywords
subject: Big data technology
  topic: keywords
subject: Maritime industry
  topic: keywords
subject: Project-based approach
  topic: keywords
creator: Taizhi Lv
creator: Juan Zhang
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 302
ending page: 310
doi: 10.6918/IJOSSER.202510_8(10).0042

A Survey on the Digital Literacy of Cross-Border E-Commerce Students under AI-Assisted Teaching: An SEM Approach
type: item
description: With the growing integration of Artificial Intelligence (AI) into education, digital literacy has become a fundamental competency for students in cross-border e-commerce programs. This study investigates how students’ AI engagement influences their digital literacy in AI-assisted teaching environments. Using Structural Equation Modeling (SEM), this research conceptualizes AI engagement through four dimensions: Personalization and Adaptivity, Interactivity and Feedback, Learning Analytics Support, and Perceived Usefulness of AI Tools—and digital literacy through six dimensions: Digital Business Operation Skills, Digital Marketing and Communication, Data and Information Management, Cross-Border Compliance and Security, Digital Content Creation and Innovation, and Ethical and Entrepreneurial Awareness. A survey of 386 cross-border e-commerce undergraduates was conducted across multiple universities. Results reveal that all four dimensions of AI engagement significantly and positively predict students’ digital literacy, with the strongest effects observed for Perceived Usefulness and Interactivity and Feedback. These findings highlight the crucial role of AI engagement in enhancing domain-specific digital literacy and provide implications for curriculum design in AI-driven education.
subject: Articles
  topic: section
subject: Digital literacy
  topic: keywords
subject: Cross-border e-commerce
  topic: keywords
subject: AI-assisted teaching
  topic: keywords
subject: AI engagement
  topic: keywords
subject: Structural equation modeling
  topic: keywords
creator: Xue Yi
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 295
ending page: 301
doi: 10.6918/IJOSSER.202510_8(10).0041

A Holistic Educational Framework for Water Transport Engineering: A Mega-Project–Driven Pedagogical Model
type: item
description: This paper proposes a holistic pedagogical model for Water Transport Engineering that addresses three persistent challenges in civil engineering education: weakened professional identity, fragmented knowledge structures, and a persistent theory–practice gap. Anchored in the concept of the “Mega-Project,” the model integrates three dimensions—Value Shaping, Knowledge Integration, and Ability Cultivation. Major national infrastructure projects provide the narrative and context for cultivating professional mission and craftsmanship; project-based knowledge scaffolding fosters systems thinking; and authentic problem-based learning develops advanced engineering judgment. This reform embeds value guidance throughout the curriculum to cultivate engineers with technical excellence, innovative capacity, and a deep sense of social responsibility. This paper proposes a holistic pedagogical model for Water Transport Engineering that addresses three persistent challenges in civil engineering education: weakened professional identity, fragmented knowledge structures, and a persistent theory–practice gap. Anchored in the concept of the “Mega-Project,” the model integrates three dimensions—Value Shaping, Knowledge Integration, and Ability Cultivation. Major national infrastructure projects provide the narrative and context for cultivating professional mission and craftsmanship; project-based knowledge scaffolding fosters systems thinking; and authentic problem-based learning develops advanced engineering judgment. This reform embeds value guidance throughout the curriculum to cultivate engineers with technical excellence, innovative capacity, and a deep sense of social responsibility.
subject: Articles
  topic: section
subject: Water Transport Engineering
  topic: keywords
subject: Mega-Projects
  topic: keywords
subject: Curriculum Ideology and Politics
  topic: keywords
subject: Holistic Education
  topic: keywords
subject: Teaching Reform
  topic: keywords
creator: Xinxin Jiang
creator: Lulu Chai
creator: Bangbin Wu
creator: Zhiqiang Wang
creator: Cao Luo
creator: Baiquan Chen
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 289
ending page: 294
doi: 10.6918/IJOSSER.202510_8(10).0040

A Study of Transknowletology in the Past Five Years
type: item
description: Transknowletology has garnered significant academic attention in recent years as an emerging subfield in translation studies. It redefines the essence of translation as a cross-linguistic process of knowledge reproduction, transcending the limitations of traditional language-transfer paradigms. The tripartite framework of “knowledge-language-translator” and the methodological principle of “truth, goodness, and beauty” proposed by Transknowletology offer a novel analytical framework for translation research. Through empirical analysis of applied and comparative studies, it is found that successful knowledge transfer requires a balance among conceptual fidelity, cultural adaptation, and aesthetic representation, thereby establishing a dynamic equilibrium between the knowledge systems of the source and target languages. Against the backdrop of rapid advancements in AI technology, Transknowletology contributes to constructing a translation theory discourse with Chinese characteristics and provides a new analytical framework for understanding cross-cultural knowledge dissemination, holding profound significance for facilitating mutual learning among civilizations.
subject: Articles
  topic: section
subject: Transknowletology
  topic: keywords
subject: Literature review
  topic: keywords
subject: Applied translation
  topic: keywords
subject: Comparative translation
  topic: keywords
creator: Bihan Lin
creator: Yuqing Wang
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 282
ending page: 288
doi: 10.6918/IJOSSER.202510_8(10).0039

Bridging the Competency Gap in Hospitality Management Education in the Digital Age: A Comparative Study of Undergraduate Curriculum Systems in Chinese and International Universities
type: item
description: The profound development of the digital economy has fundamentally transformed the landscape, operational models, and talent demands of the global hospitality industry, highlighting a "competency gap" between talent cultivation in traditional hospitality management education and industry requirements. Using "competency gap" and "curricular response" as core analytical concepts, this study constructs a three-dimensional analytical framework of "educational objectives - curriculum structure - teaching practices" to conduct a comparative study of undergraduate hospitality management curriculum systems from representative Chinese and international universities. The research finds that the core competency gaps for hospitality management talent in the digital age primarily lie in digital operations and management, strategic thinking and innovative insight, international communication and cross-cultural management, as well as comprehensive management and leadership. Leading international universities achieve a more proactive and effective "curricular response" to competency demands through systematic and forward-looking curriculum design, deeply integrated industry-academia collaboration practices, and student-centered teaching methods. In comparison, although Chinese universities have begun to respond actively, there remains room for improvement in the systematic restructuring of curriculum systems, deep integration of digital content, the effectiveness of practical teaching, and the digital literacy and industry experience of faculty. Based on these findings, this paper proposes optimization suggestions for the future development of undergraduate hospitality management curriculum systems in China, focusing on four dimensions: defining forward-looking educational objectives, systematically restructuring the curriculum system, deepening innovative practices in industry-academia collaboration, and promoting teaching reform and faculty development.
subject: Articles
  topic: section
subject: Hospitality Management
  topic: keywords
subject: Competency Gap
  topic: keywords
subject: Curricular Response
  topic: keywords
subject: Curriculum System
  topic: keywords
subject: Digital Age
  topic: keywords
subject: Comparative Study
  topic: keywords
creator: Huiling Cui
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 273
ending page: 281
doi: 10.6918/IJOSSER.202510_8(10).0038

Drabble’s Ethical Concern for the Elderly in The Seven Sisters
type: item
description: Since the mid-20th century, the world population ageing has made the lives of the elderly a social and ethical issue of increasing importance. Margaret Drabble, a renowned British female writer, has always demonstrated profound ethical concern for marginalized groups in her literary creations. In her later novel The Seven Sisters, she turns her attention to the neglected elderly group and tells the story of the elderly protagonist, Candida, who rebuilds her life after a divorce. Current research on the novel mainly focuses on its narrative techniques and feminist themes, while themes of ageing and its underlying ethical concern remain underexplored. In response to this gap, this paper shifts the focus to the writing of the elderly in the novel, aiming to analyze Drabble’s ethical concern for this group of people. It also seeks to provide enlightenment about how to deal with the challenges related to the elderly against the backdrop of an ageing society in modern times.
subject: Articles
  topic: section
subject: Margaret Drabble
  topic: keywords
subject: The Seven Sisters
  topic: keywords
subject: The elderly
  topic: keywords
subject: Ethical concern
  topic: keywords
creator: Chuanzhi Li
creator: Junxia Feng
creator: Wanjun Wen
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 264
ending page: 272
doi: 10.6918/IJOSSER.202510_8(10).0037

The Application and Development of Artificial Intelligence Technology in Higher Education Teaching
type: item
description: As the core driving force of the new wave of technological revolution, artificial intelligence is profoundly influencing the teaching models and development direction of higher education. Based on a systematic literature review, this paper outlines the development history of artificial intelligence in higher education, covering the evolution from rule-based intelligent tutor systems to deep learning and multimodal interaction. It summarizes its typical applications in personalized learning support, intelligent assessment, virtual teaching environments, educational management, and resource optimization. The research shows that artificial intelligence, through data-driven teaching feedback and resource allocation, has achieved the scaling of personalized learning, dynamic improvement of teaching quality, and deep optimization of learning interactions. It effectively addresses the challenges of traditional education's "one-size-fits-all" approach and single evaluation system. In the future, the application of artificial intelligence in higher education will further progress towards multi-technology collaboration, interdisciplinary integration, and deep restructuring of educational equity, while facing challenges related to data privacy, algorithmic bias, and ethical standards. This paper argues that the value of artificial intelligence lies not only in technological empowerment but also in promoting the transformation of higher education towards a "fair and high-quality" direction, providing important support for cultivating innovative and critically thinking interdisciplinary talents.
subject: Articles
  topic: section
subject: Artificial Intelligence
  topic: keywords
subject: Higher Education
  topic: keywords
subject: Personalized Learning
  topic: keywords
subject: Virtual Teaching
  topic: keywords
creator: Tao Zhang
creator: Bo Xu
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 256
ending page: 263
doi: 10.6918/IJOSSER.202510_8(10).0036

Driving Teacher Self-Growth and Teaching Reform with the Spirit of Educator
type: item
description: The educator spirit is a profound manifestation and concentrated epitome of the Chinese spirit in the educational development of the new era. It demonstrates the educational confidence of Chinese modernization and serves as a invaluable spiritual asset driving the advancement of China's education endeavors. Courses are the core element of talent cultivation. Only by building them to be robust and high-quality can we truly provide the most fundamental and solid guarantee for improving the quality of talent development. Frontline teachers are the primary drivers of courses development and reform. Only by deeply understanding and internalizing the educator spirit, translating this philosophy into practice, can they consciously unlock their potential, enhance their wisdom, develop their talents, and elevate their professional realm. This profound personal growth is the essential precondition for them to effectively improve curricula and, ultimately, for that impact to be genuinely felt by students and reflected in their learning outcomes. Hence, research into guiding teacher Self-growth and course-teaching reform through the educator spirit is critically important.
subject: Articles
  topic: section
subject: Educator spirit
  topic: keywords
subject: Teacher Self-growth
  topic: keywords
subject: Course-teaching reform
  topic: keywords
creator: Xia Dong
creator: Xiaodong Yu
creator: Fengying Ma
creator: Jinfeng Zhang
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-31
publication date: 2025-10-31
starting page: 252
ending page: 255
doi: 10.6918/IJOSSER.202510_8(10).0035

Russian Tourism in Macao: Opportunities and Challenges in International Travel
type: item
description: In recent years, geopolitical shifts have significantly altered Russian outbound tourism patterns, redirecting flows toward Asian destinations. Among these, the Special Administrative Region of China has emerged as a notable option due to its unique culture, visa-free entry for Russians, and diverse tourism offerings. This study examines Macao's appeal to Russian tourists, analyzing factors such as its historical and cultural attractions. The research also explores strategies to enhance Macao's visibility in the Russian market. By leveraging cultural exchanges, joint tourism initiatives, and targeted marketing, Macao can solidify its status as a preferred destination for Russian travelers, thereby fostering deeper bilateral ties.
subject: Articles
  topic: section
subject: Russian tourism
  topic: keywords
subject: Macao Special Administrative Region
  topic: keywords
subject: cultural tourism
  topic: keywords
subject: cross-border tourism
  topic: keywords
subject: China-Russia relations
  topic: keywords
subject: hospitality industry
  topic: keywords
subject: geopolitical cooperation
  topic: keywords
creator: Ruslana Mosolova
creator: Pingfei Zheng
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-30
publication date: 2025-10-30
starting page: 258
ending page: 262
doi: 10.6918/IJOSSER.202511_8(11).0031

AI Adoption in Business Decision-Making: Challenges, Enablers, and Organizational Readiness Assessment
type: item
description: Artificial intelligence (AI) is migrating from pilots to the core of managerial decision-making. Organizations increasingly embed learning algorithms into planning, forecasting, risk control, and operations. Yet adoption remains uneven. Many firms struggle with data quality, opaque models, fragmented processes, skill shortages, and governance gaps. Anchored in the Technology–Organization–Environment (TOE) perspective, this paper investigates how “organizational AI readiness”—strategic alignment, talent readiness, process adaptation, and ethical governance—relates to the depth and effectiveness of AI use in decisions. Drawing on a multi-industry survey of 200 multinational firms and complementary case evidence, we estimate a structural model linking readiness, enabling conditions, and outcomes. The analysis suggests that readiness exerts a strong direct effect on adoption depth and an indirect effect on decision effectiveness through implementation enablers. We conclude with implications for managers and policymakers seeking to translate AI potential into reliable, repeatable value.
subject: Articles
  topic: section
subject: Artificial Intelligence
  topic: keywords
subject: Decision-Making
  topic: keywords
subject: TOE Framework
  topic: keywords
subject: Organizational Readiness
  topic: keywords
subject: Governance
  topic: keywords
creator: Bangjie Lin
creator: Qiyue Yang
creator: Xu Wang
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-30
publication date: 2025-10-30
starting page: 253
ending page: 257
doi: 10.6918/IJOSSER.202511_8(11).0030

A Study on the Influence of Educational Expectations and Parental Psychological Control on Student Burnout Among Middle School Students
type: item
description: This study employed the Parental Psychological Control Scale, the Parental Educational Expectations Questionnaire, and the Student Burnout Scale to conduct a survey among middle school students from a school in Beijing. Independent sample t-tests and correlation analyses were used to examine the influence of parental educational expectations and parental psychological control on student burnout. The results revealed that both parental psychological control and parental educational expectations significantly and positively predicted student burnout. This study provides empirical evidence from the perspective of family education for alleviating student burnout among middle school students.
subject: Articles
  topic: section
subject: Critical Thinking
  topic: keywords
subject: Textbook Design
  topic: keywords
subject: Content-Based Instruction (CBI)
  topic: keywords
subject: Project-Based Learning (PjBL)
  topic: keywords
subject: Media
  topic: keywords
subject: Arts
  topic: keywords
subject: and Design
  topic: keywords
subject: English for Academic Purposes
  topic: keywords
creator: Shanshan Qiu
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-30
publication date: 2025-10-30
starting page: 245
ending page: 252
doi: 10.6918/IJOSSER.202511_8(11).0029

The Making of "Convergence Codes": Trade Networks and Cultural Interweaving in Multi-Ethnic Merchant Guildhalls of Early Qing Beijing
type: item
description: This article takes the multi-ethnic merchant associations in Beijing during the early Qing Dynasty as the research object, and explores the mechanism of ethnic communication, exchange, and integration under the dual dimensions of "trade network" and "cultural interweaving". By analyzing the distribution pattern and background of multi-ethnic merchant associations in Beijing during the Qing Dynasty, the construction mechanism of cross ethnic trade networks, and the micro manifestations of cultural interweaving, the "fusion code" of "economic symbiosis cultural identity" is extracted. Research has found that during the Qing Dynasty, the Beijing Merchant Guild Hall served as an important platform for multi-ethnic trade and cultural exchange. Through institutional innovation and cultural adjustment, it successfully constructed a mechanism to promote ethnic communication, exchange, and integration, providing valuable historical experience for contemporary ethnic exchanges.
subject: Articles
  topic: section
subject: The early Qing Dynasty
  topic: keywords
subject: Multi-ethnic Merchant Associations
  topic: keywords
subject: Fusion Code
  topic: keywords
subject: Cultural Interweaving
  topic: keywords
creator: Hanyue Zhang
creator: Ke Chao
creator: Yuzhuo Li
creator: Juntong Hao
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-30
publication date: 2025-10-30
starting page: 237
ending page: 244
doi: 10.6918/IJOSSER.202511_8(11).0028

Constructing a University EFL Textbook Model for Critical Thinking Development: A Case Study in Media, Arts, and Design Disciplines
type: item
description: In response to the deficiencies in critical thinking training, disconnection from disciplinary content, and fragmented topics prevalent in current University English textbooks, particularly for students in Media, Arts, and Design, this study constructs an innovative textbook design model. Grounded in Content-Based Instruction (CBI) and Project-Based Learning (PjBL), the model proposes organizing an entire textbook around a sequenced "Grand Creative Project" central to the discipline. Each unit constitutes a phase of this project, with content logically interconnected and cognitive demands progressively deepening. Using the example of "Curating a Virtual Art Exhibition on 'Selfie Culture'", this paper elaborates on how the model integrates language learning, disciplinary knowledge construction, and critical thinking development through five sequenced units: Thematic Inquiry, Curatorial Research, Narrative Design, Curatorial Rationale, and Promotion. This model provides a theoretical framework and practical pathway for developing new EFL textbooks that effectively cultivate critical thinking, creative expression, and cross-cultural communication skills for students in arts and design fields.
subject: Articles
  topic: section
subject: Critical Thinking
  topic: keywords
subject: Textbook Design
  topic: keywords
subject: Content-Based Instruction (CBI)
  topic: keywords
subject: Project-Based Learning (PjBL)
  topic: keywords
subject: Media
  topic: keywords
subject: Arts
  topic: keywords
subject: and Design
  topic: keywords
subject: English for Academic Purposes
  topic: keywords
creator: Linqiang Guo
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-30
publication date: 2025-10-30
starting page: 232
ending page: 236
doi: 10.6918/IJOSSER.202511_8(11).0027

A Study on the Diffusion Patterns of Tribal Consumption on Social Media Based on Social Network Analysis
type: item
description: Tribal consumption refers to informal communities formed by consumers based on shared values, lifestyles, or identity, along with their collective consumption behaviors. On social media plat forms, this consumption pattern spreads rapidly through the guidance of opinion leaders, symbolic communication, and emotional resonance. This study focuses on representative tribal consumption topics—such as “Guochao” fashion, the “camping economy”, and vegetarianism—on Xiaohongshu, Weibo, and Douyin. By collecting user interaction data from 2021 to 2024, the research applies Social Network Analysis (SNA) to identify key nodes, community structures, and diffusion pathways in information dissemination. The findings reveal that tribal consumption exhibits a “core-periphery” network structure, with both Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) serving as central hubs in the diffusion process. The study uncovers the social construction mech anisms of consumer culture in the digital era and provides strategic insights for firms engaging in community marketing and brand co-creation.
subject: Articles
  topic: section
subject: Tribal Consumption
  topic: keywords
subject: Social Network Analysis
  topic: keywords
subject: Social Media Diffusion
  topic: keywords
creator: Dejianhua Han
creator: Yusheng Chen
creator: Jiayu Wang
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-30
publication date: 2025-10-30
starting page: 225
ending page: 231
doi: 10.6918/IJOSSER.202511_8(11).0026

Modeling the Impact of Digital Marketing Campaigns on Brand Equity: A System Dynamics Approach
type: item
description: In the era of digital transformation, digital marketing campaigns have become a pivotal driver of brand building and customer engagement. However, the dynamic and complex mechanisms through which these campaigns influence brand equity remain inadequately understood. This study proposes a system dynamics (SD) model to explore and simulate the causal relationships between various digital marketing activities-such as social media advertising, content marketing, influencer collaborations, and search engine optimization-and the multidimensional components of brand equity, including brand awareness, perceived quality, brand associations, and customer loyalty. Drawing on theoretical foundations from marketing and brand management, the model integrates feedback loops, time delays, and nonlinear interactions to capture the long-term, evolving impact of digital marketing efforts. Empirical data from industry case studies and consumer surveys are used to validate and calibrate the model. Simulation results reveal that while short-term campaigns may boost brand awareness rapidly, sustained investment in content quality and customer engagement yields more significant and enduring improvements in overall brand equity. Furthermore, the model identifies critical leverage points for strategic decision-making, such as the optimal timing and allocation of marketing budgets across different digital channels. This research contributes to both academic literature and managerial practice by providing a holistic, dynamic framework for evaluating and optimizing digital marketing strategies in support of long-term brand value creation.
subject: Articles
  topic: section
subject: Digital Marketing
  topic: keywords
subject: Brand Equity
  topic: keywords
subject: System Dynamics
  topic: keywords
subject: Simulation Modeling
  topic: keywords
subject: Marketing Optimization
  topic: keywords
creator: Qiyue Yang
creator: Yucheng Wu
creator: Zixin Geng
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-30
publication date: 2025-10-30
starting page: 219
ending page: 224
doi: 10.6918/IJOSSER.202511_8(11).0025

How AI Virtual Anchors Ignite the Consumption Impulse: An Exploration of the Path Based on the SOR Model
type: item
description: Against the backdrop of rapid advancements in digital technologies and the digital transformation of con-sumer behavior, live-streaming e-commerce has experienced substantial growth. As an innovative application integrating artificial intelligence (AI) and digital marketing, virtual anchors are reshaping traditional live-streaming interaction patterns. The influence of their unique attributes on consumer psychology and be-havioral decision-making warrants further investigation.This study aims to examine the mechanisms through which the characteristics of virtual anchors—interactivity, realism, and anthropomorphism—elicit consumer interest and drive purchase intention. Drawing on the Stimulus-Organism-Response theoretical framework and empirical analysis, the findings reveal the following:1）Interactivity and realism exert a statistically sig-nificant direct positive effect on impulsive purchase intention, whereas anthropomorphism has no direct im-pact.2）Interactivity influences impulsive purchase intention via flow experience (partial mediation); realism affects impulsive purchase intention through perceived pleasure and flow experience (dual mediation); and anthropomorphism indirectly impacts purchase intention solely through perceived pleasure (full mediation);3）Perceived trust positively moderates the relationship between interactivity and realism, AI is undergoing a profound transformation in digital marketing, evolving from an efficiency-oriented tool to an emotionally in-telligent partner and impulsive purchase intention.These results indicate that virtual anchor characteristics shape consumer decision-making through distinct psychological pathways: flow experience, perceived pleas-ure, and perceived trust. E-commerce platforms should prioritize enhancing the interactive capabilities and perceived realism of virtual anchors, while strengthening the efficacy of anthropomorphic marketing by aug-menting user-perceived pleasure.
subject: Articles
  topic: section
subject: Digital marketing
  topic: keywords
subject: virtual live broadcasting
  topic: keywords
subject: artificial intelligence
  topic: keywords
subject: e-commerce
  topic: keywords
subject: flow experience
  topic: keywords
subject: innovative technology
  topic: keywords
subject: emotion
  topic: keywords
creator: Lingjiang Zhang
creator: Xuan Qin
creator: Jingwen Liao
rights: Copyright (c) 2025 International Journal of Social Science and Education Research https://creativecommons.org/licenses/by-nc/4.0
date: 2025-10-30
publication date: 2025-10-30
starting page: 200
ending page: 218
doi: 10.6918/IJOSSER.202511_8(11).0024