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The implementation of control systems allows marketing managers to improve operational decisions and organizational results. This paper aims to identify the relationship between control combinations and organizational results and analyze the relationships between the variables attributed to the marketing managers and with marketing control combinations. Decisions involving marketing control combine formal and informal mechanisms and generate control systems that have a favorable relationship with organizational results.

The paper is based on 301 cross-sectional surveys among marketing managers. The classification procedure based on metric distance was implemented to identify the marketing control combinations. A hierarchical cluster analysis was carried out with perceptions about formal and informal control, to validate the control combination classifications. Finally, a discriminant analysis and ANOVA test were carried out for exploring factors associated with the managers. The data analysis was supported by IBM SPSS Statistics 24 software.

The authors found evidence that, when managers perceive high-control systems, the perception of non-financial and financial results is always better, but the presence of high-clan control also returns optimal results. In addition, the manager's satisfaction levels and work motivation are higher with high control systems than with other control systems.

This study contributes to the existing knowledge by providing a broader empirical basis to extend conceptual frameworks about marketing control combinations that emerge in practice.

企業設置營銷控制系統來進行營銷控制,這可讓市場經理能改善其營運決策和組織成果。本文擬確定控制合併與組織成果的關係;本文亦擬分析涉及市場經理的變數與營銷控制合併的關係。涉及營銷控制的決策會結合正式和非正式的機制,而這些決策會帶來與組織成果有良性關係的控制系統。

本研究乃基於對市場經理進行的301項橫斷調查。研究人員實施基於度量距離的分類程式,來確定營銷控制合併;為了證實有關的控制合併分類是正確的,研究人員就對正式控制和非正式控制的觀感和看法、進行了階層式分群法分析;最後,研究人員進行了判別分析和變異數分析 (ANOVA), 以探索與經理有關聯的因素。有關的數據分析得到IBM公司的SPSS (統計產品與服務解決方案) Statistics 24 (統計軟體) 的支持。

我們證實了、若主管感知高控制的系統,其對非財務結果和財務結果的看法必會較好的,但高社群控制亦會帶來最佳的結果。我們亦證實了高控制系統,較其它控制系統,更能提高主管的滿意程度和工作動機。

本研究提供了一個更廣闊的經驗基礎,以擴展涉及在實踐中出現的營銷控制合併的概念框架,就此,本研究豐富了這方面的知識。

This study aims to understand consumer behaviour in the context of online food delivery (OFD), especially given the mandatory lockdown imposed in some countries that have modified the behaviour of consumers. Using model goal-directed behaviour (MGB), this study was conducted to investigate consumer perceived risk on the use of OFD services.

Responses of food delivery services users were collected online throughout April 2020 to understand their risk profile and behaviour. A total of 339 responses were collected and subsequently analysed using partial least square (PLS). Both measurement and structural model were evaluated to ensure that the structural equation modelling (SEM) is valid.

The results revealed that attitude (ATT), subjective norm (SN), positive anticipated emotion (PAE) and negative anticipated emotion (NAE) and perceived behavioural control (PBC) significantly influenced users' desire. It was also found that PBC significantly influenced users' intention. The empirical result suggests that performance, privacy, financial, physical and the risk of contracting COVID-19 negatively influenced users' desire. In contrast, only physical and the risk of contracting COVID-19 negatively influenced users' intention to use OFD services.

These findings provide OFD service providers and scholars with significant insights into what compels urbanites to adopt OFD services amid a health pandemic. It also allows OFD companies to realign their operation in addressing these concerns and changes in consumer behaviour.

Against the backdrop of the pandemic, this study provides insights for OFD providers in developing new strategies and approaches for business development and consumer retention in a post-pandemic world.

本研究擬瞭解與網上訂餐相關的消費行為；尤其當有些國家推行了改變消費者行為的強制性封鎖政策的情況下，這類研究更具意義。透過應用目標導向行為模型，本研究擬探討消費者在使用網上訂餐服務時所意識到的風險。

研究人員於 2020年4月網上收集使用訂餐服務人士的意見，以瞭解其風險狀況和行為。研究共收集了339位人士的意見，並以偏最小二乘法進行分析。測量和結構模型均加以評估，以確保結構方程模型是站得住腳的。

研究結果顯示，態度、主觀規範、預期的正面和負面情緒、以及感知的行為控制，顯著地影響了用戶的慾望。研究結果亦發現，感知的行為控制顯著地影響了用戶的意圖。研究的經驗性結果暗示了表現、私隱、金錢上的爭議、可能會導致的身體損傷和感染2019冠狀病毒病的風險，負面地影響用戶的慾望。相比之下，影響著用戶使用網上訂餐服務的意圖的因素就只有可能會導致的身體損傷和感染2019冠狀病毒病的風險。

研究的結果，為提供網上訂餐服務的營運者和研究學者提供了重要的啟示，使他們更瞭解是什麼因素會迫使都市人在與健康息息相關的大流行病期間使用網上訂餐服務。而且，提供網上訂餐服務的公司亦可藉此重新調整其營運，以能處理客戶的憂慮和應付消費行為的變化。

在大流行病肆虐的背景下，本研究為網上訂餐服務提供者給予了啟示，以便他們能在後疫情時代制定新的策略和營運方法，以拓展其業務和留住消費者。

This study aims to investigate tourists’ attitudes and intentions regarding the usage of Chat Generative Pre-trained Transformer (ChatGPT) for accessing tourism information. Furthermore, by integrating the perceived risks associated with ChatGPT and the theory of planned behavior (TPB), this research examines the impact of three types of perceived risks, such as privacy risk, accuracy risk and overreliance risk, on tourists’ behavioral intention.

Data were gathered for this study by using two online survey platforms, thus resulting in a sample of 536 respondents. The online survey questionnaire assessed tourists’ perceived risks, attitude, subjective norm, perceived behavioral control, behavioral intention and demographic information related to their usage of ChatGPT.

The structural equation modeling analysis revealed that tourists express concerns about the associated risks of using ChatGPT to search for tourism information, specifically privacy risk, accuracy risk and overreliance risk. It was found that perceived risks significantly influence tourists’ attitude and intention toward the usage of ChatGPT, which is consistent with the hypotheses proposed in previous literature regarding tourists’ perceived risks of ChatGPT.

This work is a preliminary empirical study that assesses tourists’ behavioral intention toward the use of ChatGPT in the field of tourism. Previous research has remained at the hypothetical level, speculating about the impact of ChatGPT on the tourism industry. This study investigates the behavioral intention of tourists who have used ChatGPT to search for travel information. Furthermore, this study provides evidence based on the outcome of this research and offers theoretical foundations for the sustainable development of generative AI in the tourism domain. This study has limitations in that it primarily focused on exploring the risks associated with ChatGPT and did not extensively investigate its range of benefits.

First, to address privacy concerns that pose significant challenges for chatbots various measures, such as data encryption, secure storage and obtaining user consent, are crucial. Second, despite concerns and uncertainties, the introduction of ChatGPT holds promising prospects for the tourism industry. By offering personalized recommendations and enhancing operational efficiency, ChatGPT has the potential to revolutionize travel experiences. Finally, recognizing the potential of ChatGPT in enhancing customer service and operational efficiency is crucial for tourism enterprises.

Recognizing the potential of ChatGPT in enhancing customer service and operational efficiency is crucial for tourism enterprises. As their interest in adopting ChatGPT grows, increased investments and resources will be dedicated to developing and implementing ChatGPT solutions. This enhancement may involve creating customized ChatGPT solutions and actively engaging in training and development programs to empower employees in effectively using ChatGPT’s capabilities. Such initiatives can contribute to improved customer service and overall operations within the tourism industry.

This study integrates TPB with perceived risks in ChatGPT, thus providing empirical evidence. It highlights the importance of considering perceived risks in tourists’ intentions and contributes to the sustainable development of generative AI in tourism. As such, it provides valuable insights for practitioners and policymakers.

本研究旨在调查游客对使用ChatGPT获取旅游信息的态度和意向。此外, 通过将与ChatGPT相关的感知风险与计划行为理论（TPB）相结合, 本研究探讨了三种感知风险（隐私风险、准确性风险和过度依赖风险）对游客行为意向的影响。

本研究通过两个在线调查平台收集了536名受访者的数据。在线调查问卷评估了游客对ChatGPT使用的感知风险、态度、主观规范、感知行为控制、行为意向以及与其使用ChatGPT相关的人口统计信息。

结构方程建模分析显示, 游客对使用ChatGPT搜索旅游信息的相关风险表示关切, 特别是隐私风险、准确性风险和过度依赖风险。发现感知风险显著影响游客对使用ChatGPT的态度和意向, 与先前有关游客对ChatGPT感知风险的文献中提出的假设一致。

本研究将TPB与ChatGPT中的感知风险相结合, 提供了实证证据。它强调了在考虑游客意向时考虑感知风险的重要性, 并为旅游中生成AI的可持续发展提供了贡献。因此, 它为从业者和政策制定者提供了宝贵的见解。

Subjective career success has been widely researched by academics and researchers as it provides job and career satisfaction that can lead to the perceived life satisfaction of employees, as well as their engagement in organizations. This study demonstrates that subjective career success depends not merely on career adaptability but also on the connections people build throughout their professional lives.

The study was conducted in the socioeconomic context of Latvia with a sample size of 390 respondents. Interpersonal behavioral factors from the perception of career success measure and the influence of the Career Adapt-Abilities Scale (CAAS) on subjective career success (two statements from Gaile et al., 2020) were used. The constructed research model was tested using the SPSS 28 and WarpPLS 8.0 software tools. The primary data analysis method used was partial least squares structural equation modeling (PLS-SEM). Then 12 moderators and their effects on the main relationships of the model were reviewed.

The study confirms that relationships at work have the most significant effect on subjective career success, followed by control behaviors and curiosity behaviors. Moreover, a list of significant and insightful moderation effects was found, most significantly the relationship between connections and subjective career success.

Until now, the CAAS was not integrated with the behaviors and attitudes that depict the social relationships of individuals at work. This study aims to narrow this gap by exploring whether (and, if so, how) career adaptability and interpersonal relationships in the workplace (i.e. professional connections) contribute to subjective career success.

學者和研究人員一直對主觀的事業成功課題進行廣泛的討論和研究, 這類研究會給予僱員工作和事業的滿足感, 繼而使他們感到生活圓滿, 並促進他們對組織的參與。本研究展示了主觀的事業成功不但取決於生涯調適力, 同時也取決於僱員在整個職業生涯裡人際聯繫的建立。

研究人員在拉脫維亞的社會經濟背景下進行這個研究; 樣本為390名回應者。研究人員使用了衡量事業成功概念內的人際行為因素, 以及職業適應能力量表對主觀事業成功的影響 (來自 (Gaile 等, 2020) 的兩個聲明) 。研究人員採用 SPSS 28和 WarpPLS 8.0兩個軟件工具, 來測試他們構建的研究模型。主要分析數據的方法為基於偏最小平方法的結構方程模型, 研究人員仔細審核12個調節因素和它們對模型的主要關聯的影響。

研究確認了工作方面的關係對主觀的事業成功影響最為顯著, 其次則為控制行為和好奇行為; 而且, 研究人員發現了一系列重要的、富有洞察力的調節效果; 更具意義的是, 他們發現了建立聯繫與主觀事業成功之間的關係。

職業適應能力量表至今仍未融合於可描繪在工作上各個個體的社會關係的行為和態度。本研究探索了職業適應能力和在工作場所的人際關係, 如何能促進主觀的事業成功; 就此而言, 本研究縮窄了有關的研究缺口。

Achieving good sustainability performance requires balancing higher economic profits with better environmental and social performance. Knowledge plays a key role in improving corporate sustainability performance, but this knowledge is becoming increasingly complex, specific and dispersed among many scientific, technological and business actors. Science and technology parks (STPs) are infrastructures designed to host varying types of organizations that can bring together new, disruptive knowledge. Our purpose is to unveil how these spaces can be drivers of sustainability performance for companies.

We test our hypotheses on a longitudinal database of Spanish companies over the period 2009–2016 using structural equation models (SEMs).

This research confirms that a firm’s location in an STP helps improve its sustainability performance, provided that conditions are optimal in the STP. These optimal conditions are based on an abundance of knowledge spillovers available to the firm and the firm’s ability to harness them, especially those of a more disruptive nature, through absorptive capacity.

Results of this study yield implications for academia in the form of future lines of research and practical implications for policymakers and managers of both STPs and the organizations that host them.

若要取得良好的可持續發展績效，我們必須以更佳的環境和社會績效來平衡更高的經濟利潤。知識在改善企業的可持續發展績效上發揮關鍵作用; 但知識對很多科學的、技術性的和商業的參與者來說，變得越來越複雜、特殊和分散。科技園是為集合嶄新而帶有顛覆性知識的各種不同組織提供軟硬體支援而設計的基礎設施。本研究擬顯露這些設施和場地如何能為企業推動其永續發展績效。

我們以結構方程模式、去測試有關涵蓋2009年至2016年期間西班牙企業的縱向數據庫的研究假設。

研究結果確認了只要在科技園內有最優良的環境和條件，企業在園內的位置是有助改善其永續發展績效的。這些最優良環境和條件是基於企業可得到的豐富的知識外溢，以及它們可透過其吸收能力去控制知識外溢的能力，特別是那些具更強顛覆性本質的知識外溢。

研究結果為學術界就未來的研究領域提供了啟示; 研究結果亦為科技園和主辦機構的政策制定者和經理、提供了實務方面的啟示。

The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of customers in the bakery department of a grocery store in the Slovak and the Spanish market.

The aim of this study is to examine subconscious/unconscious preferences in the selection of aromas suitable for the bakery department in the Slovak and the Spanish market. In this case, it is not a classical qualitative sensory testing of the perception of fragrances. The aim is to identify the associations of scents related to the selected sales department through images of the selected aromas. A special platform is used to obtain subconscious/unconscious feedback, which allows online collection of implicit feedback using the software FaceReader 7.

The authors noticed the different moods of the two groups of respondents when they answered the question about what they associate with the smell of bakery products. The Spanish respondents were slightly pleasantly disposed, while the Slovak respondents were slightly unpleasantly disposed. The smell of bakery products evoked more memories and emotions in the Spanish respondents than in the Slovak respondents, which can be explained by the higher pleasant mood. The main contribution of this work lies in the new opportunities to obtain feedback that can be used in marketing research and that rely not only on explicit but also implicit data. The extension of the methodological apparatus to implicit feedback presupposes some form of control of the data collected by the questionnaire. The use of biometric tools can represent an efficient alternative in terms of time and money to the use of neuroimaging tools in the selection/research of aromas for specific stores/departments.

It must be noted that the sample is small, and adequate conclusions cannot be made about entire population. Based on empirical findings and pandemic-related limitations, the authors plan to conduct similar research with real aroma samples and with even larger sample of tested respondents, considering weather, season, olfactory sensitivity (anosmia, hyposmia and normosmia) and participant fatigue (beginning and end of the week).

Today, marketers are facing the greatest challenge of how to attract consumers’ attention. Every individual has a different perception of the shopping environment based on his own experience, beliefs and attitudes. This is why new marketing techniques and approaches are becoming increasingly popular in the marketing environment.

El objetivo de esta investigación es examinar FaceReader como una herramienta para comparar las preferencias olfativas entre dos países. Concretamente, examinamos las preferencias olfativas de los clientes en el departamento de panadería de un supermercado en el mercado eslovaco y español.

El objetivo de este estudio es examinar las preferencias subconscientes/inconscientes en la selección de aromas adecuados para el departamento de panadería en el mercado eslovaco y español. En este caso, no se trata de una prueba sensorial cualitativa clásica de la percepción de fragancias. El objetivo es identificar las asociaciones de olores relacionados con el departamento de ventas seleccionado a través de imágenes de los aromas seleccionados. Se utiliza una plataforma especial para obtener comentarios subconscientes/inconscientes, que permite la recopilación en línea de comentarios implícitos utilizando el software FaceReader 7.

Observamos diferentes estados de ánimo de los dos grupos de encuestados cuando respondieron a la pregunta sobre qué asociaban con el olor de los productos de panadería. Los encuestados españoles estaban ligeramente más predispuestos hacia aromas más agradables, mientras que los encuestados eslovacos estaban ligeramente más predispuestos hacia aromas menos agradables. El olor de los productos de panadería evocó más recuerdos y emociones en los encuestados españoles que en los eslovacos, lo que puede explicarse por el estado de ánimo. La principal contribución de este trabajo radica en las nuevas oportunidades para obtener comentarios que pueden ser utilizados en investigaciones de marketing y que no solo se basan en datos explícitos, sino también implícitos. La ampliación del aparato metodológico para obtener comentarios implícitos presupone algún tipo de control de los datos recopilados mediante el cuestionario. El uso de herramientas biométricas puede representar una alternativa eficiente en términos de tiempo y dinero al uso de herramientas de neuroimagen en la selección/investigación de aromas para tiendas/departamentos específicos.

Debe tenerse en cuenta que la muestra utilizada es pequeña y no se pueden extrapolar conclusiones para toda la población. Basándonos en los resultados empíricos y con las limitaciones relacionadas con la pandemia, planeamos realizar una investigación similar con muestras de aroma reales y con una muestra aún más grande de encuestados, considerando el clima, la temporada, la sensibilidad olfativa (anosmia, hiposmia, normosmia) y la fatiga de los participantes (inicio y fin de semana).

Hoy en día, los profesionales del marketing se enfrentan al gran desafío de cómo atraer la atención de los consumidores. Cada individuo tiene una percepción diferente del entorno de compra basada en su propia experiencia, creencias y actitudes. Es por eso que las nuevas técnicas y enfoques de marketing se están volviendo cada vez más populares en el entorno del marketing.

本文旨在探讨FaceReader在比较斯洛伐克和西班牙两个国家的顾客嗅觉偏好方面的效用。我们以斯洛伐克和西班牙市场一家食品杂货店的面点部门顾客为研究对象, 考察其嗅觉偏好。

本研究的目标是探讨在斯洛伐克和西班牙市场选择适合面点部门的香气时潜在的/无意识的偏好。与传统的定性感官测试不同, 我们旨在通过选定香气的图像识别与选定销售部门相关的气味的联想, 并通过FaceReader 7软件在线收集隐性反馈。

我们观察到两组受访者在回答关于面点产品气味联想时的心境差异。西班牙受访者略带愉悦, 而斯洛伐克受访者略带不悦。西班牙受访者对面点产品的气味引起的记忆和情感更为丰富, 这可能是由更高愉悦心境所解释的。该研究的主要贡献在于提供了在营销研究中利用反馈的新机会, 该反馈不仅依赖于明确的数据, 还依赖于隐性数据。将方法学工具扩展到隐性反馈的前提是以某种形式对问卷收集的数据进行控制。在为特定商店/部门选择/研究香气方面, 相对于使用神经影像工具在时间和金钱方面的花费, 生物测定工具的使用可以作为高效替代。

由于本研究的样本量较小, 因此不能对整个人口做出充分的结论。基于经验发现和受到大流行病限制, 我们计划进行类似研究, 使用真实的香气样本, 并考虑更大规模的受试者样本, 同时考虑到天气、季节、嗅觉敏感度（嗅觉缺失、嗅觉减退、正常嗅觉）和参与者疲劳程度（周初和周末）对受试者的影响。

当今, 营销人员面临着吸引消费者注意的最大挑战。每个个体根据其自身经验、信仰和态度对购物环境有着不同的感知。因此, 在营销环境中, 新的营销技术和方法变得越来越受欢迎。

This study aims to highlight the influence of co-creation experience (CCE) on tourists’ citizenship behavior (TCB), emphasizing the Indonesian ecotourism sector during the post-COVID pandemic.

By using a judgmental sampling, data were collected from 150 visitors who visits Indonesian ecotourism resort and acquired the wildlife experience through co-creation process. To evaluate the relationship model, partial least squares-structural equation modeling by SmartPLS 3rd version was used in this study.

The result indicated that CCE in terms of Indonesian ecotourism had an effect on involvement (INV) and satisfaction (SAT). Result ascertain INV and SAT direct effect on TCB. Multigroup analysis indicated that perceived risk of COVID-19 could moderate insignificantly the relationship among INV, SAT on TCB.

This study focuses on CCE, INV, SAT and TCB in Indonesian ecotourism with wildlife attraction and contributes an insight for tourism research; thus, the results cannot be generalized for other ecotourism worldwide.

The proposed model of this study suggests the need to review the current condition of citizenship behavior at destination level, especially regarding to cleanliness and crowd controlling on post-COVID pandemic to maintain tourists’ health and safety while traveling.

Achieving TCB in different types of destination (ecotourism) requires specific development models concerning environmental conditions.

Though CCE, INV, SAT and TCB have identified as main topics for tourism research especially in ecotourism sector, the related factors of TCB in post-COVID-19 era are remain limited.

本研究旨在强调共创体验（CCE）对游客公民行为（TCB）的影响, 重点是后疫情期间印尼生态旅游中的游客公民行为（TCB）。

通过判断抽样, 从访问印尼生态旅游胜地的 150 名游客收集了数据, 并通过共创过程获得了其野生动物体验。 为了评估关系模型, 本研究使用了 SmartPLS 第三版的偏最小二乘结构方程建模 (PLS-SEM)。

结果表明, 印尼生态旅游的 CCE 对参与度（INV）和满意度（SAT）有影响。 结果确定了INV和SAT对TCB的直接影响。 多组分析表明, covid-19 的感知风险对 INV 和 SAT 与 TCB 的关系影响不大。 本研究还描述了中介作用。

该研究重点关注印尼生态旅游中野生动物吸引力的CCE、INV、SAT, TCB, 为旅游研究提供见解; 因此, 研究结果不能推广到全世界其他生态旅游。

该研究提出的模型表明, 有必要审查目的地层面公民行为的现状, 特别是在新冠大流行后的卫生和人群控制方面, 以维护游客在旅行时的健康和安全。

在不同类型的目的地（生态旅游）中实现游客的公民行为需要针对不同的环境条件而选择开发模式。

尽管 CCE、INV、SAT 和 TCB 是旅游研究中, 特别是在生态旅游领域的重点研究对象, 但在后疫情旅游过程中, 其与目的地公民行为相关的因素研究仍然有限。

Este estudio pretende poner de relieve la influencia de la experiencia de cocreación (CCE) en el comportamiento ciudadano de los turistas (TCB) haciendo hincapié en el sector del ecoturismo indonesio durante el periodo post-pandémico de la COVID-19.

Mediante el uso de un muestreo de juicio, se recopilaron datos de 150 visitantes que visitaron un centro de ecoturismo en Indonesia y adquirieron la experiencia de la vida silvestre a través del proceso de co-creación. Para evaluar el modelo de relación, en este estudio se utilizó el modelo de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM) de SmartPLS 3.^a versión.

El resultado indicó que la CCE en términos de ecoturismo indonesio tuvo un efecto sobre la implicación (INV) y la satisfacción (SAT). El resultado determinó que INV y SAT tienen un efecto directo sobre el TCB. El análisis multigrupo indicó que el riesgo percibido del covid-19 modera de forma insignificante la relación INV y SAT con el TCB. Papel mediador también descrito en este estudio.

el estudio se centra en CCE, INV, SAT, TCB en el ecoturismo indonesio con atracción de vida silvestre y aporta información para la investigación turística; por lo tanto, los resultados no pueden generalizarse para otros ecoturismos en todo el mundo.

el modelo propuesto en el estudio sugiere la necesidad de revisar la condición actual del comportamiento ciudadano a nivel de destino, especialmente en lo relativo a la limpieza y el control de multitudes en la etapa poscovid para mantener la salud y la seguridad de los turistas durante el viaje

lograr un comportamiento ciudadano de los turistas en diferentes tipos de destino (ecoturismo) requiere modelos de desarrollo específicos en relación con las condiciones ambientales.

aunque CCE, INV, SAT y TCB se identifican como una prioridad para la investigación turística, especialmente en el sector del ecoturismo, los factores relacionados en el curso del turismo post-covid-19 que se relacionan con la ciudadanía a nivel de destino siguen siendo limitados.

Guided by the self-determination theory and theory of planned behaviour, this study aims to examine the determinants of participating in metaverse tourism for Gen Z and Gen Y.

The cross-sectional method was used to collect data from 248 respondents from Gen Z and Gen Y tourists. The research model was evaluated using the partial least squares-structural equation modelling (PLS-SEM).

The PLS-SEM results supported the positive effect of attitude and perceived behavioural control on tourists’ intention to participate in the metaverse tourism. In addition, the crucial role of intrinsic motivation in raising individuals’ cognitive beliefs about metaverse tourism was confirmed.

In addition to the theoretical contributions, the findings provide several managerial implications for tourism practitioners, scholars and metaverse developers to help them make insightful decisions and promote the development of metaverse tourism.

在自我决定理论和计划行为理论的指导下, 本研究探讨了Z世代和Y世代参与元宇宙旅游的决定因素。

采用横截面法收集了248名Z世代和Y世代游客的数据。采用偏最小二乘-结构方程模型(PLS-SEM)对模型进行了分析。

PLS-SEM结果支持态度和感知行为控制对游客参与元宇宙旅游意愿的积极影响。此外, 内在动机在提高个人对元宇宙旅游的认知信念方面的关键作用也得到了证实。

本文为旅游从业者、学者和元宇宙旅游开发商提供了一些管理启示, 帮助他们做决策, 促进元宇宙旅游的发展。

Guiado por la teoría de la autodeterminación y la teoría del comportamiento planificado, este estudio examina los determinantes de la participación en el turismo del Metaverso para la Generación Z y la Generación Y.

Se utilizó el método transversal para recopilar datos de 248 turistas encuestados de la Generación Z y la Generación Y. El modelo de investigación se evaluó utilizando la metodología de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM).

Los resultados del PLS-SEM respaldan el efecto positivo de la actitud y el control percibido del comportamiento en la intención de los turistas de participar en el turismo en el metaverso. Además, se confirma el crucial papel, de la motivación intrínseca a la hora de elevar las creencias cognitivas de los individuos sobre el turismo del metaverso.

Además de las contribuciones teóricas, los hallazgos proporcionan varias implicaciones empresariales para los profesionales del turismo, académicos y desarrolladores de Metaverso para ayudarles a tomar decisiones perspicaces y promover el desarrollo de este turismo.

The authors consider the mutual benefits of the ceding company and reinsurance company in the design of reinsurance contracts. Two objective functions to maximize social expected utilities are established, which are to maximize the sum of the expected utilities of both the ceding company and reinsurance company, and to maximize their products. The first objective function, additive, emphasizes the total gains of both parties, while the second, multiplicative, accounts for the degree of substitution of gains of one party through the loss of the other party. The optimal price and retention of reinsurance are found by a grid search method, and numerical analysis is conducted. The results indicate that the optimal solutions for two objective functions are quite different. However, optimal solutions are sensitive to the change of the means and volatilities of the claim loss for both objective functions. The results are potentially valuable to insurance regulators and government entities acting as reinsurers of last resort.

In this paper, the authors apply relatively simple, but in the view significant, methods and models to discuss the optimization of excess loss reinsurance strategy. The authors only consider the influence of loss distribution on optimal retention and reinsurance price but neglect the investment factor. The authors also consider the benefits of both ceding company and reinsurance company to determine optimal premium and retention of reinsurance jointly based on maximizing social utility: the sum (or the product) of expected utilities of reinsurance company and ceding company. The authors solve for optimal solutions numerically, applying simulation.

This paper establishes two optimization models of excess-of-loss reinsurance contract against catastrophic losses to determine optimal premium and retention. One model considers the sum of the expected utilities of a ceding company and a reinsurance company's expected utility; another considers the product of them. With an example, the authors find the optimal solutions of premium and retention of excess loss reinsurance. Finally, the authors carry out the sensitivity analysis. The results show that increasing the means and the volatilities of claim loss will increase the optimal retention and premium. For objective function I, increasing the coefficients of risk aversion of or reducing the coefficients of risk aversion of will make the optimal retention reduced but the optimal premium increased, and vice versa. However, for objective function 2, the change of coefficient of risk aversion has no effect on optimal solutions.

Utility of the two partners: The ceding company and the reinsurance company, may have different weights and different significance. The authors have not studied their relative significance. The simulation approach in numerical methods limits us to the probability distributions and stochastic processes the authors use, based on, generally speaking, lognormal models of rates of return. This may need to be generalized to other returns, including possible models of shocks through jump processes.

In the recent two decades, reinsurance companies have played a great role in hedging mega-catastrophic losses. For example, reinsurance companies (and special loss sharing arrangements) paid as much as two-thirds of the insured losses for the September 11, 2001 tragedy. Furthermore, large catastrophic events have increased the role of governments and regulators as reinsurers of last resort. The authors hope that the authors provide guidance for possible balancing of the needs of two counterparties to reinsurance contracts.

Nearly all governments around the world are engaged in regulation of insurance and reinsurance, and some are reinsurers themselves. The authors provide guidance for them in these activities.

The authors believe this paper to be a completely new and original contribution in the area, by providing models for balancing the utility to the ceding insurance company and the reinsurance company.

我們探討分出公司和再保險公司在再保險合約的設計上、如何能達至互利互惠。研究確立了兩個目標函數，分別為把分出公司和再保險公司兩者之預期效用的總和最大化，以及把它們的產品最佳化。第一個目標函數是加法的，強調兩個參與方的總增益;而第二個目標函數則是乘法的，這個目標函數，闡釋參與方因另一方虧損而有所收益之取代度。再保險的最佳價格和自留額是利用網格搜索法找出的，數值分析也予以進行。研究結果顯示，兩個目標函數的最佳解決方案甚為不同。唯最佳解決方案會對就這兩個目標函數而言的追討損失的波動、以及其平均值之改變產生敏感反應。研究結果將會見其價值於作為在萬不得已的時候的再保險人的保險業規管機構和政府實體。

在這學術論文裡，我們採用了相對簡單、但我們認為是重要的方法和模型，來探討超額賠款再保險策略的優化課題。我們只考慮虧損分佈對最佳自留額和再保險價格的影響，而不去檢視投資因素。我們亦考慮對分出公司和再保險公司兩者的利益，來釐定最佳保費和再保險的自留額，而這兩者則共同建基於把社會效益最大化之上：再保險公司和分出公司的預期效益的總和 (或其積數) 。 我們採用類比模仿方法、來解決尋求在數字上最佳解決方案的問題。

本研究建立了就應對嚴重虧損而設的兩個超額賠款再保險合約的優化模型，來釐定最佳的保費和自留額。其中一個模型考慮了分出公司和再保險公司兩者各自的預期效益的總和。另外的一個模型則考慮了兩者的預期效益的積數。透過例子，我們找到了保費和超額虧損再保險自留額的最佳解決方案。最後，我們進行了敏感度分析。研究結果顯示、若增加追討損失的平均值和波動，則最佳自留額和保費也會隨之而增加。就第一個目標函數而言，若增加風險規避係數、或減少這個係數，則最佳自留額會隨之而減少，但最佳保費卻會隨之而增加，反之亦然。唯就第二個目標函數而言，風險規避係數的改變，對最佳解決方案是沒有影響的。

• – 有關的兩個夥伴之效用性：分出公司和再保險公司或有不同的份量和重要性。我們沒有探討兩者的相對重要性。

• – 我們以數值方法為核心的類比模仿研究法、使我們局限於機率分配和一般而言建基於投資報酬率對數常態模型之隨機過程的使用。我們或許需要調節研究法。以能概括其它回報收益，包括透過跳躍過程而可能達至之沖擊模型。

– 有關的兩個夥伴之效用性：分出公司和再保險公司或有不同的份量和重要性。我們沒有探討兩者的相對重要性。

– 我們以數值方法為核心的類比模仿研究法、使我們局限於機率分配和一般而言建基於投資報酬率對數常態模型之隨機過程的使用。我們或許需要調節研究法。以能概括其它回報收益，包括透過跳躍過程而可能達至之沖擊模型。

在過去20年裡，再保險公司在控制極嚴重災難性的損失上曾扮演重要的角色。例如、再保險公司 (以及特殊的損失分擔安排) 為了2001年9月11日的災難事件而支付多至保險損失的三分之二的費用。而且，重大的災難性事件使政府及作為最後出路再保險人的調控者得扮演更重要的角色。我們希望研究結果能為再保險合約兩對手提供指導，以平衡雙方的需要。

全球差不多每個政府都參與保險和再保險的管理工作，有部份更加本身就是再保險人。研究結果為他們的管理工作提供了指導。

我們相信本學術論文、提供了平衡分出保險公司和再保險公司效用性的模型，就此而言，本論文在相關的領域上作出了全新和獨創性的貢獻。

This study experimentally aims to determine the degree of influence that mindfulness training exerts on learning capacity at the university level and contrasts it with previous observational or relational studies that have shown contradictory results.

A quasi-experiment was carried out to measure the variation of six academic learning abilities – a) self-efficacy, b) organization of and attention to studies, c) stress control due to time pressure and the environment, d) involvement with college activity, e) emotional satisfaction, and f) class communication – which together comprise the research questionnaire called the college learning effectiveness inventory (CLEI). The CLEI questionnaire was administered before and after the participants were trained in the mindfulness technique. The study was conducted in Ecuador, and the participants were selected from among the graduate students of a local university.

The learning ability measured by the CLEI was improved by a statistically significant margin in the two groups.

The treatment groups consisted of graduate students who did not have opportunities for full-time activities on campus, as they were limited to attending regular classes at specific times, usually at night. The dropout rate was 14% due to inconveniences caused by the pandemic. These conditions could have affected the study results both positively and negatively. In addition, the pandemic limited academic interactions, which are required to evaluate the learning results after applying the research instrument. This limitation was especially critical for people who had experienced online classes only.

Offering graduate students the opportunity to learn about and adopt a mindfulness practice helps to improve their academic outcomes, as reflected through the statistical measurement of the CLEI indicator.

This study is especially relevant within the context of sanitary conditions due to the pandemic and the intensive use of technology for managing academic interactions, both of which have replaced physical contact between participants.

The main contributions of this study are related to the determination of the practical effects of mindfulness training in postgraduate university settings and the identification of the mechanisms involving participants' reflecting upon, learning and understanding the importance of perfecting their soft skills to facilitate their learning processes and face today's uncertain environments.

本研究採用實驗方法、來釐定正念認知對在大學水平上的學習能力的影響程度，並對比於以往顯示了相互矛盾的研究結果的觀察性研究或關係研究。

研究人員進行準實驗、來量度六個學術學習能力的變化。這六個學習能力為：(一) 自我效能, (二) 學習的組織能力和注意力，(三) 控制因時間壓力和環境因素而產生的壓力, (四) 大學活動的參與，(五) 情緒方面的滿足、及 (六) 課堂之溝通。這六個學習能力合起來就構成本研究的調查問卷，我們稱之為大學學習效能清單。問卷調查工作分別於研究參與者接受正念認知技巧訓練之前及之後進行。本研究是在厄瓜多爾進行的，而參與者則選自當地一間大學的研究生。

研究結果顯示、根據大學學習效能清單的測量，有關的兩個組別均顯示明顯數據差額範圍上的學習能力提昇。

若為研究生提供學習正念認知技巧的機會，並讓他們應用這技巧，他們的學習成果將會得到提昇，這正是透過數據上量度有關的大學學習效能清單指標所顯示的現象。

本研究的結果，就現時的衛生狀況而言特具意義。這是由於大流行病的發生，以及在管理學術互動上大量使用應用技術，參與者之間的身體接觸也不需要了。

本研究的主要貢獻為、研究結果確認了在大學研究院的學習環境裡，正念認知的培訓是有其實用效果的;研究亦找出了參與者應如何有效地反省思考和學習提昇其軟技能的方法，並了解其重要性，以能增強他們的學習能力，以及更能應對今天不明確的環境。