Xue Jiang

Insect white wax is a type of biological wax, mainly produced in Jiading Fu (now Leshan, Sichuan province) in southern Sichuan province, also known as Sichuan wax. It is a special export product in China and an important source of income for local wax farmers. From the seventeenth century onward, Westerners who traveled deep into southwestern China studied the wax, including its geographical distribution, biological experiments, and production techniques. They assessed its commercial prospects and strove to introduce it to Europe and the areas it controlled. Based on the reports of the European scholars’ expeditions, travelogues, conference proceedings, and correspondence, this paper examines the history of Western research on the insect white wax and aims to investigate the underlying motivations for the exploration activities, proposes the concept of “object colonialism,” and discusses the impact of adopting objects from their countries of origin on the world’s political and economic landscape.

Consumers have subjective psychological expectations of the quality and brand of products before purchasing. There is a certain tolerance for products that do not meet expectations. The discomfort caused by tolerance can be smoothly carried out through “reasonable” self-comfort and explanation mechanisms. Based on the theory of rationalization defense mechanism, a 2 × 2 purchase channel matrix of online and offline purchase, online consultation, and the offline experience was constructed to explore the influence of consumers’ tolerance of product quality and brand on their purchase channel choice. The results show that: consumer product tolerance positively influences consumers’ online purchasing choice; consumer product tolerance influences purchase channel choice through rationalization; and the sweet lemon mechanism mediates consumer product tolerance on online consultation and online purchase and offline experience, but the sour grapes mechanism does not mediate.

There is a close relationship between the spirit of Chinese traditional culture and the consciousness of Chinese national community. The thought of “harmony” of the spirit of Chinese traditional culture from the perspective of national community consciousness provides a value premise for casting the consciousness of Chinese national community, and the thought of “great unification” provides conceptual support for casting the consciousness of Chinese national community. Building a strong sense of community of the Chinese nation with the spirit of Chinese traditional culture is the need to build a common spiritual home of the Chinese nation and provide Chinese wisdom for solving human problems.