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Many Chinese traditional retailers have turned to the multichannel forms by establishing their own online stores. When doing so, retail managers face a difficult choice between two online marketing orientations: “pursuit of ideal” (i.e. online-prototypical congruence orientation) and “retention of tradition” (i.e. online-offline congruence orientation). To help managers make this choice, this study proposes a conceptual framework to illustrate how these two orientations affect retail store attitude when retail brand familiarity differs. The results indicate that both orientations can improve consumers’ retail store attitudes. When retail brand familiarity is low, the online stores of traditional retailers should balance both orientations in product selections and adopt “pursuit of ideal” in prices. When retail brand familiarity is high, “retention of tradition” should be applied in product selections and both orientations should be integrated in prices for gaining more positive change in retail store attitude.

Kinect has already been widely used in the area of retardation, and this study is to evaluate whether the Game System for Rehabilitation based on Kinect is effective for children with mental retardation. The subjects in this paper are 112 children with mental retardation in Zhejiang province of China. The Game System for Rehabilitation based on Kinect was applied to assist the rehabilitation of children. Before the training, the Pediatric Evaluation of Disability Inventory (PEDI) was used to evaluate abilities of children, including self-care, mobility, and social function. And after having been trained for a month, the abilities of these children were evaluated again by PEDI. The results in this paper is that, after the application of Game System for Rehabilitation based on Kinect, the PEDI score of children is significantly higher than the score before training. And it can be concluded that the Game System for Rehabilitation based on Kinect can significantly improve self-care, mobility, and social function of children with MR.