Chinese Journal of Social Science and Management

A COMPARATIVE STUDY OF THE CHINESE VERB “KAN” AND THE THAI VERB “duː³³” FROM VALENCY THEORY PERSPECTIVE

Haiyu Huang — 2025-06-30

The theory of valence is widely used in grammar research and is particularly useful in vocabulary instruction. While research on verb valence in Chinese is abundant, studies on the valence of Thai verbs remain limited. This paper analyzes the valence and collocation of Chinese and Thai verbs based on verb valence theory. The analysis reveals that both Chinese and Thai verbs examined are bivalent verbs and can form basic sentence structures. However, differences arise in their use in special constructions with explicit markers and in transformational sentences without explicit markers. Clarifying these distinctions can contribute to improved teaching of verbs in the field of Teaching Chinese as a Foreign Language.

CAN EMPHASIZING FACE ISSUES REDUCE TOURISTS’ DEVIANT BEHAVIOR? THE UNIQUE ROLE OF RESPONSIBILITY SHIFTING AND NORMS OF MUTUAL RECIPROCITY

Jinfang Wang — 2025-06-30

In view of the fact that tourists’ deviant behavior could affect the mental health of service personnel, the experience of other tourists, and the organizational performance of tourism management, this study focuses on exploring how tourists’ fear of losing face affects their deviant behavior through norms ofreciprocity, and how responsibility displacement can moderate the process. The research design adopted a convenience sampling method, and a total of 528 valid questionnaires were collected. Confirmatory factor analysis and hierarchical regression analysis were used for data analysis. The results showed that the fear of losing face had various impacts on the two dimensions of reciprocity norms (positive reciprocity and negative reciprocity): A positive impact on positive reciprocity and a negative impact on negative reciprocity. The displacement of responsibility significantly moderates the relationship between reciprocity norms and tourists’ deviant behavior, meaning it weakens the effect of positive reciprocity on tourists’ deviant behavior, but strengthens the effect of negative reciprocity on tourists’ deviant behavior. Accordingly, the organization of tourist destinations can enhance tourists’ face awareness and avoid the displacement of responsibility by providing various pre-tour information or educational activities, to achieve the purpose of curbing deviant behaviors.

CHINA’S ENVIRONMENTAL PROTECTION TAX AND GREEN TECHNOLOGY INNOVATION IN HEAVILY POLLUTING ENTERPRISES: QUANTITATIVE GROWTH AND QUALITY CHALLENGES

Jingjing Wang — 2025-06-30

As global attention to sustainable development and environmental protection increases, policy tools play a crucial role in guiding enterprises towards green technological innovation. This study employs a quasi-natural experiment based on China’s Environmental Protection Tax Reform and uses data from heavy-polluting listed companies on China’s A-share market from 2009 to 2019 with a difference-in-differences (DID) approach to thoroughly investigate the impact of the environmental protection tax on corporate green technological innovation. The results indicate that the environmental protection tax reform significantly prompts activities in green technological innovation, particularly in terms of strategic innovation in quantity, while its effects on substantive quality innovation are relatively limited. Heterogeneity analysis reveals that the environmental protection tax policy specifically motivates green innovation in state-owned and large enterprises, with comparatively less impact on other types of enterprises. Further mechanism analysis demonstrates that the enhancement of commercial credit financing and the reduction of agency costs are key factors in promoting green technological innovation. This research provides robust empirical evidence for the refinement and deepening of China’s environmental protection tax system, highlighting the need for policy design in promoting green technological innovation in heavy-polluting enterprises to balance the dual objectives of increasing innovation quantity and enhancing quality.

FACTORS INFLUENCING THE ROLE IDENTITY OF OFFICE DIRECTORS IN SECONDARY COLLEGES OF CHINESE UNIVERSITIES

Na Luo — 2025-06-30

The role identity of grassroots administrative staff in colleges and universities is a core driving force behind their development and is closely linked to their professional growth. This paper focuses on the office directors of secondary colleges—micro-level actors within the internal governance system of Chinese universities. Using a qualitative research approach, 23 office directors were selected as interviewees. The collected interview data were coded and analyzed using NVivo 12 software to comprehensively reveal their experiences and career development characteristics. The findings indicate that the role of the director constitutes a pluralistic “role cluster,” with their role identity shaped by particularity, complexity, duality, and conflict. The director’s role identity is not formed by a single factor but is the result of the combined influence of multiple factors, including the organizational environment, institutional frameworks, interpersonal communication, and individual roles. Therefore, adjusting the role identity of college office directors should not be approached as a static, single-role issue. Instead, it should address challenges arising in different domains, varying contexts, and dynamic social structures within colleges and universities. Directors must rationally position themselves, resolve role conflicts, strengthen role identity, and explore mechanisms and pathways through which multiple roles can reinforce each other—ultimately achieving a transformation from general administrative agents to professionalized role agents.

GENETICS, SHAPING, AND LEARNING: A STUDY ON THE MECHANISMS OF PROFESSIONAL PERSONALITY FORMATION AMONG OUTSTANDING COUNSELORS IN HIGHER EDUCATION INSTITUTIONS IN GUANGXI, CHINA

Tianfeng Zhang — 2025-06-30

This study explores the intrinsic mechanism for the formation of professional personalities among outstanding counselors at Guangxi universities. Through semi-structured interviews and participatory observation, it was found that there is a complex interaction among genetics, environment, and self-learning, which collectively shape counselors’ professional personalities. The research results provide a new perspective on understanding the formation mechanism for professional personalities among outstanding counselors and offer empirical evidence and specific recommendations for the professional development and personality cultivation of university counselors.

IMPULSE PURCHASE INFLUENCING FACTORS OF ONLINE KNOWLEDGE PAID PRODUCTS BASED ON THE CIFE MODEL—THE MODERATING EFFECT OF CONSUMER CONFIDENCE

Chunying Lyu — 2025-06-30

As an emerging model of knowledge acquisition, knowledge payment has become an important force driving the development of the knowledge economy. However, after experiencing “explosive” growth in recent years, its user growth rate has slowed, and the root causes of this trend require further exploration. Based on the CIFE model, this study examines the impact of consumers’ impulse purchasing traits, knowledge product information quality, and knowledge producer credibility on the impulse purchase of online paid knowledge products, as well as the moderating role of consumer confidence. A convenience sampling method was used to collect 616 valid responses through an online questionnaire survey. Structural equation modeling was employed to analyze the causal relationships among the variables, and the moderating effect of consumer confidence was tested using hierarchical regression analysis. The results show that impulse purchasing traits, the information quality of knowledge products, and the credibility of knowledge producers all have significant positive effects on consumers’ impulsive purchase intentions for online paid knowledge products. Moreover, consumer confidence is influenced by both the quality of knowledge product information and the credibility of the producers. A moderating effect was found in the relationship between impulse purchasing traits and impulse buying intentions, depending on the level of consumer confidence. Based on these findings, it is recommended to improve the information quality of online knowledge products, implement product feature labeling, strengthen cooperation with credible knowledge producers, enhance their reputation, identify user characteristics of online knowledge consumers, and adopt precision marketing strategies.

INVESTIGATING FACTORS OF STUDENTS’ CLASSROOM SILENCE IN ONLINE CHINESE CLASS FOR FOREIGNERS—TAKING ONLINE CHINESE CLASS IN THAILAND AS AN EXAMPLE

Shuai Wang — 2025-06-30

This study examines the causes of student silence in online Chinese language classrooms in Thailand, drawing on the Spiral of Silence Theory, Intercultural Communication Theory, and Affective Filter Hypothesis. Using the Classroom Silence Scale and analyzing data from classroom observations, questionnaires, interviews, and video recordings, the research identifies key contributing factors.

Findings show that teacher-related factors (teaching methods, questioning techniques, topic selection, language use, feedback, and teaching style), student-related factors (motivation, personality, confidence, and conformity), and classroom environmental factors (platform and atmosphere) all influence classroom silence.

In response, the study proposes strategies in three areas: 1) enhancing teaching practices through improved methods, feedback, and interactivity; 2) supporting students by boosting motivation, confidence, and foundational skills; and 3) improving the online environment with better platforms, smaller class sizes, and stable connectivity. These strategies aim to reduce classroom anxiety and promote active student participation in online Chinese learning.

THAI PRIVATE UNIVERSITY STUDENTS’ ATTITUDES TOWARDS GAME-BASED LEARNING (GBL) IN CHINESE CLASSES

Yifei Fan — 2025-06-30

Game-Based Learning (GBL) integrates games with educational objectives, offering an innovative approach to teaching and learning. This study investigates the attitudes of undergraduate Chinese majors at a private university in Thailand toward the use of GBL in Chinese language classrooms and provides recommendations for its improvement. A quantitative research method was employed, with data collected through a questionnaire consisting of students’ background information and attitudes toward GBL, measured using a Likert scale. The findings indicate that students generally hold positive attitudes toward GBL, recognizing its benefits in enhancing classroom engagement, learning motivation, teamwork, and learning efficiency. Open-ended responses further revealed a strong interest in game activities and appreciation for effective teacher guidance during gameplay. However, some students also noted challenges, including the need for more diverse task designs, better alignment with classroom content, and improved technical support. Based on these results, this study proposes the following recommendations: Optimize the design of game tasks, selecting appropriate game formats; allocate reasonably for GBL activities; and provide feedback and opportunities for reflection after gameplay. Additionally, it is recommended to develop more targeted game activities aligned with instructional objectives, thereby offering both practical guidance and theoretical support for the implementation of Game-Based Learning in Chinese language classrooms.

THE DYNAMIC IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON FINANCIAL PERFORMANCE: THE MODERATING EFFECT OF POLITICAL CONNECTIONS

Ying Liu — 2025-06-30

Based on stakeholder theory and institutional theory, this article constructs a theoretical model to explore the dynamic relationship between Corporate Social Responsibility (CSR) and financial performance. Using publicly available data from listed companies on China’s Shanghai and Shenzhen stock markets from 2010 to 2019, the study employs empirical methods from a dynamic analysis perspective to examine the evolving impact of CSR on financial performance. It also investigates the moderating role of political connections in this relationship. The empirical results indicate that a higher level of CSR fulfillment significantly enhances financial performance. The dynamic analysis further reveals that this positive effect is most pronounced within two years, with impact coefficients of 0.0009 and 0.0006, respectively. Political connections exhibit a significant negative moderating effect in this process, as reflected in the cross-term coefficient of -0.0004. This study contributes to the literature by expanding the understanding of the dynamic economic effects of CSR and providing new empirical evidence on the “double-edged sword” role of political connections. Future research may further explore organizational boundaries to more comprehensively reveal the dynamic economic impacts of CSR.

THE FACTORS INFLUENCING THE SATISFACTION OF CHINESE STUDENTS AND THE IMPACT ON DECISION MAKING: THE ANALYSIS OF PANYAPIWAT INSTITUTE OF MANAGEMENT

Yishu Liu — 2025-06-30

The globalization of the economy has stimulated the development of international education. With the rapid advancement of society, economic growth has accelerated accordingly. Understanding the reasons why Chinese international students choose to study in ASEAN countries, including Thailand, has become increasingly important. This study develops a conceptual model based on satisfaction factors influencing Chinese international students’ perceptions of Thai universities. Data were collected through a questionnaire survey administered to international students at the Zhengda School of Management. The responses were analyzed using Pearson correlation analysis and structural equation modeling (SEM) to validate the theoretical model. The results indicate that several dimensions—learning mechanisms, social and psychological conditions, daily living conditions, material and technological foundations for learning, and participation in scientific research activities—positively influence students’ behavioral decision-making.

THE IMPACT OF ANTHROPOMORPHIC APPLICATIONS OF ARTIFICIAL INTELLIGENCE TECHNOLOGY ON HOTEL SATISFACTION

Siyao Ma — 2025-06-30

This study explores the impact of the anthropomorphic application of hotel artificial intelligence (AI) technology on guest satisfaction and examines the mediating and moderating roles of actual self-congruence and product involvement. Path analysis and hypothesis testing were conducted using the SPSS PROCESS V4.2 macro on a sample of 395 survey respondents. The results showed that the anthropomorphic application of hotel AI technology significantly enhances guest satisfaction. Actual self-congruence not only directly increases guest satisfaction but also moderates the relationship between anthropomorphic application and satisfaction. In addition, product involvement serves as a mediator in this relationship. Furthermore, actual self-congruence also moderated the eﬀect of product involvement on satisfaction. From the dual perspectives of hotel service providers and consumers, this study proposes strategies for eﬀectively enhancing guest satisfaction through anthropomorphic applications, particularly in the context of the growing adoption of AI technology. This findings provide valuable guidance for the hotel industry on leveraging AI to improve service quality and guest satisfaction, and they oﬀer empirical evidence to support strategic decision-making by hotel management.

THE IMPACT OF EDUCATIONAL REFORM AND RESEARCH SUPPORT ON PROMOTING ACADEMIC COMPETITIONS

Huicheng Ma — 2025-06-30

As Chinese universities increasingly prioritize academic competitions and research support as part of educational reform eﬀorts, notable successes have been achieved. However, research on how educational reform and research support enhance academic competitions remains limited. This paper investigates the mechanisms by which educational reform and scientific research support promote academic competitions. It employs semi-structured interviews, grounded theory, and qualitative analysis software to identify the key inﬂuencing factors, including education reform initiatives and research support structures. The findings indicate that three strategies proposed in this study—heuristic teaching, assessment reform, and undergraduate tutoring—can significantly improve performance in subject competitions. A horizontal comparative analysis of competition outcomes and course results over two consecutive years confirms the feasibility of these strategies. In addition, a mathematical model was developed using the Analytic Hierarchy Process (AHP) to link educational reform and research support to the three strategies. By applying the model’s weight coefficients, higher education institutions can adopt tailored reform measures suited to their own contexts. These strategies aim to raise the standards of educational research and practice while progressively enhancing outcomes in academic competitions.

THE IMPACT OF OVERALL COMPENSATION SATISFACTION OF UNIVERSITY COUNSELORS ON JOB PERFORMANCE

Chao Zhang — 2025-06-30

Improving the performance of college counselors in the new era is a major practical challenge facing universities. This study, based on the Job Demands-Resources (JD-R) model, uses data from 1,009 questionnaire responses across five provinces in China to explore the impact mechanism of overall compensation satisfaction on the job performance of university counselors. The results reveal the following: 1. Overall compensation satisfaction has a significant positive impact on job performance (β = 0.687, p < 0.001). 2. Overall compensation satisfaction significantly enhances counselors’ work engagement (β = 0.613, p < 0.001). 3. Work engagement has a significant positive eﬀect on job performance (β = 0.733, p < 0.001). 4. Work engagement plays a mediating role between overall compensation satisfaction and job performance. 5. Parental leadership moderates the relationship between overall compensation satisfaction and job performance. Based on these findings, the study recommends adopting optimized compensation incentives, establishing a needs-oriented concept of “overall compensation,” enhancing work engagement through multiple channels, and improving the leadership style in student aﬀairs to promote the job performance of university counselors.

THE INFLUENCE OF CONSUMERS’ SOCIAL PRESENCE ON PURCHASE INTENTION IN JEWELRY LIVESTREAM SALES

Xifeng Liu — 2025-06-30

In recent years, the rapid development of live-streaming e-commerce has led the jewelry industry to gradually adopt it as an important sales channel. However, research on the factors inﬂuencing consumers’ purchase intentions in the context of jewelry live streaming remains relatively limited. Based on the Stimulus–Organism–Response (S-O-R) model, this study explores the impact of social presence on consumers’ purchase intentions in the jewelry industry’s live-streaming e-commerce model, and examines the mediating roles of perceived value and trust. Data were collected through a questionnaire survey yielding 670 valid responses from live-streaming consumers. Statistical software such as SPSS 29.0 was used to assess reliability and validity and to conduct hypothesis testing. The results show that social presence has a significant positive eﬀect on purchase intention, with perceived value and trust serving as partial mediators. This study confirms the crucial role of social presence in jewelry e-commerce live streaming and oﬀers practical recommendations to enhance live interaction and authenticity to strengthen consumers’ perceived value and trust. The findings provide both theoretical support and practical guidance for the development of the jewelry industry in the realm of e-commerce live streaming.

THE INFLUENCE OF INTELLIGENT TRANSFORMATION AND LABOR STRUCTURE OPTIMIZATION ON INNOVATION PERFORMANCE IN MANUFACTURING ENTERPRISES: THE MODERATING EFFECT OF FACTOR INPUTS

Junling Yang — 2025-06-30

Against the backdrop of China’s new economic norms, the intelligent transformation of the manufacturing industry has become a key initiative for driving innovation amid diminishing external technological spillover eﬀects and mounting economic pressure. The gradual integration of artificial intelligence into the manufacturing sector has attracted widespread academic attention. However, existing research has primarily focused on the macro level and often lacks in-depth analysis of the mechanisms through which intelligent transformation inﬂuences innovation performance. By conducting an empirical analysis of data from A-share listed manufacturing companies from 2013 to 2022, this study finds that intelligent transformation has a significant positive impact on innovation performance, with labor structure optimization serving as a partial mediator. In this process, the investment in and application of intelligent technologies within the manufacturing sector significantly enhance innovation performance. Moreover, intelligent transformation substantially reduces the proportion of conventional low-skill labor while increasing the share of unconventional high-skill labor, with no significant eﬀect on conventional medium-skill labor. Additionally, investments in human capital and capital intensity positively moderate both labor structure optimization and improvements in innovation performance. This study provides theoretical insights and practical recommendations for the manufacturing industry to enhance innovation performance through intelligent transformation.

THE MEDIATING EFFECT OF SOCIAL EFFICACY ON THE RELATIONSHIP BETWEEN SOCIAL SUPPORT AND NETWORK DEPENDENCE AMONG COLLEGE STUDENTS

Qiandong Lan — 2025-06-30

In the information age, internet penetration is increasing day by day, and college students have become one of the groups with the highest rates of internet usage. They use the internet to search for information, browse content, send and receive emails, chat and make friends, play games, and watch live broadcasts. The internet has become an integral part of their academic and daily lives. However, while the internet brings significant convenience to college students, it also leads many to develop dependence or even addiction. This issue not only negatively aﬀects their physical and mental development but also presents a practical management challenge for universities and the broader educational system. Drawing on a review of relevant domestic and international research, this study conducted empirical research using a questionnaire survey and statistical analysis. Using college students at H University as the sample, a total of 502 valid responses were collected. Regression and mediation analyses were employed to test the theoretical hypothesis that social support negatively aﬀects internet dependence, and that social efficacy mediates the relationship between social support and internet dependence. As a result, a mediating model was established, linking college students’ social support, social efficacy, and internet dependence. Based on this, the study oﬀers suggestions from the perspectives of family, schools, society, and students themselves to help reduce internet dependence and foster a healthy and balanced approach to internet use.

VALUE CHAIN RESTRUCTURING: THE IMPACT OF DYNAMIC CAPABILITIES ON BUILDING BUSINESS ECOSYSTEMS FOR TRADITIONAL LOW-END MANUFACTURING ENTERPRISES

Xunxun Wang — 2025-06-30

In today’s complex and dynamic external environment, many enterprises choose to build business ecosystems to gain competitive advantages, with dynamic capabilities playing a critical role in this process. However, existing research faces two major limitations. First, it predominantly focuses on large or high-growth enterprises, neglecting the transformation processes of traditional low-end manufacturing firms. Second, it fails to clearly explain the mechanisms through which dynamic capabilities inﬂuence the formation of business ecosystems. Through a single-case analysis, this study reveals that the sub-dimensions of dynamic capabilities—sensing, learning, integrating, and reconstructing—evolve dynamically across four stages: accumulation, transformation, expansion, and optimization. These capabilities drive the continuous transformation of traditional low-end manufacturing enterprises through four mechanisms: internal value point mining, vertical and horizontal extensions of the internal value chain, and external value chain expansion. Ultimately, these processes lead to the gradual construction of a business ecosystem. These findings broaden the research context of business ecosystems, clarify the mechanisms by which dynamic capabilities inﬂuence ecosystem formation, and oﬀer practical insights into the transformation and upgrading of traditional low-end manufacturing enterprises.

A COMPARATIVE STUDY OF THE MEANING OF THE WORD “WHITE” IN CHINESE AND THAI LANGUAGE

Jingying Zhang — 2025-06-30

Due to cultural diﬀerences between Chinese and Thai, the same word can carry diﬀerent extended meanings in each language. These diﬀerences often result in entirely distinct expressions being used to convey the same concept. As a result, Chinese language learners may make pragmatic errors in social communication, and in some cases, these misunderstandings can lead to communication barriers caused by insufficient cultural understanding. This paper addresses this issue by cross-comparing the meaning of the word “white” in three Chinese–Thai bilingual dictionaries, supplemented by references to classical Chinese literature. It analyzes the full correspondence, partial correspondence, and lack of correspondence in the meanings of “white” between the two languages. The comparison reveals both similarities and diﬀerences in how “white” is understood and used in Chinese and Thai, which are rooted in the distinct cultural backgrounds of the two countries. By examining the linguistic and cultural connotations of “white” in both Chinese and Thai, this study aims to provide more eﬀective guidance for teaching, vocabulary usage, and cultural transmission. The findings are intended to support improved instruction and promote better cross-cultural understanding for Thai learners of Chinese.

NOVELTY OR THREAT: THE IMPACT OF TOURIST DESTINATION IMAGE DISCREPANCY ON TOURISTS’ TRAVEL INTENTIONS

Yurong Li — 2025-06-30

With the rapid development of global tourism, destination image has become a critical factor inﬂuencing tourists’ decision-making. This study, grounded in the Stimulus–Organism–Response (SOR) theory, introduces the concept of “image contrast” to explore the impact of destination image contrast on tourists’ travel intentions and its underlying mechanisms. Findings from two experimental studies reveal that destinations with greater climate image contrast, compared to those with lower climate image contrast, significantly enhance tourists’ travel intentions, with novelty perception serving as a partial mediator. In contrast, destinations with greater cultural image contrast reduce travel intentions, with threat perception acting as a partial mediator. Tourist involvement plays a key moderating role in these relationships. Among high-involvement tourists, climate image contrast more strongly enhances novelty perception, thereby increasing travel intentions. Furthermore, the negative impact of cultural image contrast on threat perception is diminished, also promoting travel intentions. However, these moderating eﬀects are not significant for low-involvement tourists.

THE IMPACT OF CHATGPT ON LANGUAGE TEACHING AND LEARNING, AND ITS APPLICATION STRATEGIES FOR INTERNATIONAL CHINESE EDUCATION

Wannisa Bunumpol — 2025-06-30

In recent years, ChatGPT artificial intelligence technology has played a significant role in society, and its potential impact on the field of international Chinese education has attracted considerable attention. ChatGPT can serve as an important auxiliary tool in the development of international Chinese teaching resources. It can provide teachers with intelligent technical support and promote the broad development and application of learning materials. Although ChatGPT holds considerable potential in international Chinese education, its application also faces certain challenges and limitations. Based on existing research, this article expands on the functions and characteristics of ChatGPT, oﬀers an in-depth discussion of its shortcomings in teaching and learning contexts, and proposes application strategies and recommendations for its eﬀective use in international Chinese education.