Amidst China’s burgeoning population and rapid technological strides, this study explores how elderly citizens navigate and embrace electronic governance (e-governance) platforms. Addressing a crucial gap in knowledge, we delve into their limited digital fluency and its impact on e-governance adoption. Our meticulously crafted online survey, distributed via WeChat across significant cities (Beijing, Shanghai, Tianjin, Changsha), yielded 396 responses (384 analyzable). Utilizing Structural Equation Modeling (SEM), we unearthed key influencers of subjective norms, including perceived ease and usefulness, trust, supportive conditions, and past tech exposure. These norms, in turn, positively shape attitudes. Crucially, educational background emerges as a moderator, amplifying the positive link between attitudes and e-governance engagement intent. This underscores the necessity of an inclusive, customized e-governance approach, offering valuable policy insights and advocating for holistic solutions for older adults. Our research yields empirical and theoretical contributions, paving the way for actionable Social Sustainability Marketing Technologies in China, particularly championing digital inclusivity for seniors.

Proactive coping behavior has been considered an important personal job resource for employees. Organizations have paid considerable attention to the proactive coping behavior of employees to maintain their competitive advantage. The purpose of the current study is to discover the relationship between organizational job resources, work engagement, and proactive coping using structural equation modeling. The participants were 340 licensed Chinese social workers. In the rapidly growing social work sector in China, social work organizations require psychologically connected and dedicated social workers. Findings include the effect of organizational job resources and work engagement on proactive coping. Based on the results, impacts on organizational management are discussed.