For the purpose of understanding the effect of green marketing on brand image, this paper has added mediation variable namely brand image into the research model; meanwhile, in order to better discuss about this issue in the context of green marketing, the paper considers that greenwash is an indispensable element in adjusting green marketing’s effect on the brand. The paper has used the method of a questionnaire survey to distribute questionnaires on online social platforms. A total of 500 questionnaires have been distributed, and 415 valid questionnaires have been collected with an effective collection rate of 83%. In this paper, SPSS 24 and AMOS 23 are applied to verify its theoretical model and structural model. The result manifests that the design of the questionnaire is well reliable and highly effective; meanwhile, variables are significantly correlated. Besides, it concludes that the relationship between green marketing and brand trust differentiate in the following two dimensions: spontaneity and compulsion. Moreover, brand image plays an obviously intermediary role between green marketing and brand trust, which also proves that greenwash works as a significantly negative regulatory role.
The global pandemic of COVID-19 is a challenge for entrepreneurship education in universities and various organizations. Although positive responses to overcome the challenges of COVID-19 are being made, entrepreneurship strategies and policies might not meet students’ requirements. In order to enrich education management research, the main aim of this study is to provide a conceptual model and examine the relationship between perceptions, perceived positive attitudes on entrepreneurship education, and entrepreneurial intention (EI) during the COVID-19 crisis. The model is tested by using data from universities that are located in Shanghai, P.R. China. The study reveals that 1) perceived social norms and perceived self-efficacy positively influence perceived positive attitudes in entrepreneurship education; 2) there is no relationship between perceived entrepreneurial barriers and perceived positive attitudes in entrepreneurship education; 3) perceived positive attitudes in entrepreneurship education positively influence EI. The findings contribute to university and government policies on the development of entrepreneurial education. The framework of this study provides insight into the influential factors of entrepreneurship education that contribute to theoretical studies in the COVID-19 pandemic.
At present, China is in a period of steady development of highways. At the same time, traffic safety issues are becoming increasingly serious. Data mining technology is an effective method for analysing traffic accidents. In-depth information mining of traffic accident data is conducive to accident prevention and traffic safety management. Based on the data of Wenli highway traffic accidents from 2006 to 2013, this study selected factors including time factor, linear factor and driver characteristics as research indicators, and established the decision tree using C4.5 algorithm in WEKA to explore the impact of various factors on the accident. According to the degree of contribution of each variable to the classification effect of the model, various modes affecting the type of the accident are obtained and the overall prediction accuracy is about 80%.
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