Along with the increasing trend of transactions occurring on social media, the consumption of Chinese cultural and creative products has increased even against the background of the COVID-19 pandemic. In this context, this article aims to analyze the relationships between virtual community-based social identity and cultural and creative product customer engagement (CE) behaviors. To this end, social identity theory and CE behavior theory were applied to previous research model. Structural equation modeling (SEM) was conducted using data from 520 self-administered questionnaires from online virtual community members. The results show that social identity has a significant effect on customer knowledge behavior, participation behavior, and influencer behavior. Moreover, influencer behavior mediates the effect of social identity on purchase intention. The study also identified gender differences in the mediation for influencer behaviors. Our results suggest that women are more sensitive to influencer behaviors than men, and thus generate more purchase behaviors.

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Rammed earth wall load-bearing dwellings are widely distributed in western China. Rammed earth has the advantages of warm in winter and cool in summer, and it is a kind of sustainable construction material. In recent years, in previous earthquakes, the collapse of rammed earth buildings is serious, resulting in huge losses of personnel and property. To improve the seismic performance of rammed earth buildings and retain the characteristics of local buildings, a reinforcement measure with additional structural columns is proposed in this article. Three kinds of structural columns are designed, which are cast-in-place concrete, square steel tube, and concrete-filled square steel tube core column. Through the quasi-static experimental study on the rammed earth wall, the effects of different structural columns on the failure shape, bearing capacity, deformation capacity, and energy dissipation capacity of the wall are compared. The test results show that adding structural columns on both sides of the wall can effectively restrain the rammed earth wall, restrain its brittle failure, significantly improve the energy dissipation capacity of the wall, and obviously improve the seismic performance of the wall. This measure is applicable to rammed earth buildings and provides theoretical support for improving the seismic performance of traditional dwellings.