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Heritage tourism is an increasingly popular form of tourism that allows individuals to connect with the past and immerse themselves in cultural and historical narratives. Hence, the purpose of this study is to explore the intricate relationships among vicarious nostalgia (VNOS), memorable tourism experiences (MTEXs) and their collective influence on tourists’ behavioral intentions (BINTs). Additionally, this study examines the moderating effect of social return (SN) in the context of heritage tourism.

Data were gathered using a self-administered questionnaire from 259 tourists visiting heritage sites in Jaipur. The proposed model was tested using structural equation modeling.

The results confirmed that VNOS had a significant positive impact on BINT in the context of heritage tourism. The causal relationship between VNOS and BINT was fully mediated by MTEX. The results further verified that the presence of SN strengthens the association between MTEXs and BINT.

This research will guide the firms associated with heritage tourism to target specific cohorts interested in heritage tourism. Policymakers may find it easier to create unique offerings and packages that appeal to visitors interested in historical sites and produce memorable travel experiences. One key implication is to create “social media friendly spaces” at different locations of the sites. To increase tourism, managers may use the findings from this research to create plans for the ethical promotion and protection of cultural and natural heritage sites.

Overall, this research advances the understanding of the role of VNOS in heritage tourism by elucidating its cognitive and emotional aspects and their subsequent influence on the memorability of tourist experiences and BINT s. Additionally, by considering the moderating effect of SN, this study provides a comprehensive view of how these factors collectively shape tourists’ decisions and actions in the context of heritage destinations. This research has been conducted in the heritage city of Jaipur (North-Western India), which, surprisingly – despite its popularity as a heritage tourism site – has not been sufficiently explored in the scholarly research.

In keeping with global developments rendering online shopping as an emerging trend among consumers, the present study extends the unified theory of use and acceptance of technology (UTAUT2) comprising the digital payment mode (DPM) as a new driver of online shopping and with the mediation of attitudes toward technology (ATTs) to gauge a better and deeper understanding of behavioral intention (BI).

This study used a survey instrument with snowball sampling from 600 consumers in northern India. Partial least squares structural equation modeling was used to find the association between drivers using UTUAT2, along with DPM and ATTs. The data were divided into a test group (20%) and validated through a training group (80%).

DPM was shown to be directly associated with BI. The mediation of ATTs was also validated through the model. The predictability of the model was 67.5% for the test group (20%) and 69.6% for the training group (80%). The results also indicated that facilitating conditions is a critical driver of BI.

This study enhances the understanding of the roles that DPM and ATTs play in BI during online shopping, suggesting that Indian managers need to adopt DPM as a support service to make online shopping a worthwhile experience.

This study aims to delve into the intricate world of small retailers in India, seeking to understand the impediments/barriers they encounter when trying to embrace online-to-offline (O2O) platforms. It also investigates the potential impact of the digital ecosystem in moderating these barriers.

Data from 426 Indian retailers was collected, and structural equation modelling was used to validate the conceptual framework.

The findings highlight the importance of addressing distrust and technological anxiety as key barriers to O2O platform adoption. Psychological risk, low-tech orientation, privacy risk, financial risk and social risk were also identified as barriers. Interestingly, performance risk and infrastructure were found to be insignificant in this study. The study indicates that the digital ecosystem does moderate the relationship between psychological risk, performance risk, distrust and technological anxiety with attitude.

This research holds significant implications for technology adoption, retail management and aggregator platform development in developing nations, notably India. This research draws upon a conceptual framework to deepen the understanding of the O2O technology platform by providing an all-inclusive overview.

This study breaks new ground by investigating the distinctive obstacles to O2O adoption faced by small retailers in India. By validating the digital ecosystem’s moderating effect, this research yields insights that are context-specific and particularly relevant to the Indian retail landscape. Valuable guidance is offered for researchers, practitioners and policymakers navigating O2O strategy implementation in emerging markets.

The purpose of this study is to examine diverse risks and barriers that influence customers' attitude leading to their actual use of wearable devices in India. This study used technological literacy as a moderating variable to understand the relationship between barriers and attitudes toward adoption of wearable device.

A survey questionnaire was developed through focused group discussions with field experts. Data were collected through online as well as offline modes. A Google form was created and its weblink was shared with the respondents using wearable devices. Both online as well as offline modes were used for data collection. Several reminders through telephone and revisits were undertaken to approach the respondents.

The results of this study indicated that psychological risk and financial risk emerged strongest barriers of wearable technologies. This was followed by infrastructure barriers and performance risk. The strength of the relationship between technological anxiety and attitudes was lower but still significant. Surprisingly, privacy risk and social risk were not statistically significant. This study also validated the impact of technological literacy as a moderator between risks and attitudes.

This study contributes to the research by validating numerous risks and barriers in the adoption of wearable devices. This study not only offers a novel perspective on researching diverse barriers but also elucidates the moderating role of technological literacy which has not been covered in extant literature.

Companies are adopting innovative methods for responsiveness and efficiency in the public transport sector. The implementation of air-taxi services (ATS) in the transport sector is a move in this direction. Air taxis have a two-pronged advantage as they can reduce travel times by avoiding traffic congestion and have the potential to reduce carbon footprint compared to traditional modes of public transportation. Many companies worldwide are developing and testing ATS for practical applications. However, many factors may play a significant role in adopting ATS in the transport sector. This paper attempts to unearth such critical success factors (CSFs) and establish the interrelationships between these factors.

Fifteen CSFs were identified by systematically reviewing the literature and taking experts' input. An integrated multi-criteria decision-making (MCDM) technique, Decision-Making Trial and Evaluation Laboratory-Analytic Network Process (DEMATEL-ANP [DANP]) was used to envisage the causal relationships between the identified CSF.

The results reveal that Govt Regulations (GOR), Skilled Workforce (SKF) and Conductive Research Environment (CRE) are the most influential factors that impact the adoption of ATS in the transport sector.

The research implications of these findings will help practitioners and policymakers effectively implement ATS in the public transportation sector.

This is the first kind of study that identifies and explores the different CSFs for ATS implementation in public transportation. The CSFs are evaluated with the help of a framework built with inputs from logistics experts. The study recognizes the CSFs for ATS implementation and provides a foundation for future research and smooth adoption of ATS.

This research aims to examine the factors that influence customers' product return intentions and proposes that YouTube product reviews can mitigate customers' desire to return a product.

The proposed theoretical research model and hypothesized relationship were investigated using a quantitative process. This study used 302 data from Indonesian young adult respondents to examine the structural model, which was analyzed using the SmartPLS 3.2 software package.

The results show that YouTube product reviews, product fit uncertainty and customer satisfaction are the key determinants of customers' product return intention. Furthermore, the results show that the credibility of YouTube product reviews has a major impact on customers' familiarity with a product, satisfaction and the likelihood of returning goods to sellers.

In the e-commerce industry, increasing the use of YouTube product reviews will help businesses eliminate unnecessary product returns. Sellers are also encouraged to collaborate with YouTube producers to review specific products, which can benefit companies by raising brand awareness and gaining customer feedback. Furthermore, YouTube online product reviews can help consumers avoid having an unpleasant shopping experience that causes emotional reactions and lowers satisfaction.

Most research has not considered antecedents in observing the product return phenomenon; this study observes a prerequisite of consumer product returns (i.e. information asymmetry and product familiarity) and investigates the relationships between YouTube product reviews, customer satisfaction and product return intention.

This study has aimed to investigate the impact of service innovation capabilities (SIC), supply chain digitalization capabilities (SDC) and customer risk protection (CRP) capabilities of GrabFood on customer satisfaction. GrabFood has been chosen as a case study because GrabPay is one of the Malaysian government's digital wallet partners, and GrabFood is one of the region's leading Online Food Delivery Service (OFDS) providers.

A total of 410 valid responses have been gathered from the GrabFood users for data analysis using the partial least square technique.

The findings reveal that SIC, SDC and CRP of GrabFood have a highly significant influence on customer satisfaction. CRP has been found to partially mediate the relationship between SIC and customer satisfaction and the relationship between SDC and customer satisfaction.

OFDS providers need to consider how to minimize the potential risk to be encountered by customers in delivering services that satisfy the customers. OFDS providers must identify the gap between their capabilities and customer perception and continuously improve their service quality to mitigate the gap.

The purpose of this study is to identify the structural determinants of e-returns service interactions, examine their impact on online shoppers' loyalty and propose returns service interventions from an interactive marketing perspective to facilitate consumer interaction and repeat purchase intentions with e-retailers.

This study empirically tests the research hypotheses based on cross-sectional survey data collected from Chinese online consumers who experienced interactions during the product returns process.

E-return service interaction includes three determinants: access support, friendly interaction and communication support. These interactions positively impact ease of return, returns satisfaction and customer loyalty. Returns satisfaction is a key mediator in the relationship between return service interaction and loyalty. Access support and friendly interaction have both direct and indirect effects on loyalty, while communication support has only an indirect effect.

This study contributes to understanding e-returns service interaction by analyzing its structural determinants, providing a robust scale foundation and analytical framework for future empirical research. Additionally, this study explores the driving role of e-returns service interaction in forming e-customer loyalty, offering a theoretical basis for the service recovery function of e-returns service interaction. It enriches the application of service recovery theory and relationship marketing theory in the field of interactive marketing.

The purpose of this study is to investigate the bending analysis of metal (Ti-6Al-4V)-ceramic (ZrO₂) functionally graded material (FGM) sandwich plate with material property gradation along length and thickness direction under thermo-mechanical loading using inverse trigonometric shear deformation theory (ITSDT). FGM sandwich plate with a ceramic core and continuous variation of material properties has been modelled using Voigt’s micro-mechanical model following the power law distribution method. The impact of bi-directional gradation of material properties over the bending response of FGM plate under thermo-mechanical loading has been investigated in this work.

In this study, gradation of material properties for FGM plates is considered along length and thickness directions using Voigt’s micromechanical model following the power law distribution method. This type of FGM is called bi-directional FGMs (BDFGM). Mechanical and thermal properties of BDFGM sandwich plates are considered temperature-dependent in the present study. ITSDT is a non-polynomial shear deformation theory which requires a smaller number of field variables for modelling of displacement function in comparison to poly-nominal shear deformation theories which lead to a reduction in the complexity of the problem. In the present study, ITSDT has been utilized to obtain the governing equations for thermo-mechanical bending of simply supported uni-directional FGM (UDFGM) and BDFGM sandwich plates. Analytical solution for bending analysis of rectangular UDFGM and BDFGM sandwich plates has been carried out using Hamilton’s principle.

The bending response of the BDFGM sandwich plate under thermo-mechanical loading has been analysed and discussed. The present study shows that centre deflection, normal stress and shear stress are significantly influenced by temperature-dependent material properties, bi-directional gradation exponents along length and thickness directions, geometrical parameters, sandwich plate layer thickness, etc. The present investigation also reveals that bi-directional FGM sandwich plates can be designed to obtain thermo-mechanical bending response with an appropriate selection of gradation exponents along length and thickness direction. Non-dimensional centre deflection of BDFGM sandwich plates decreases with increasing gradation exponents in length and thickness directions. However, the non-dimensional centre deflection of BDFGM sandwich plates increases with increasing temperature differences.

For the first time, the FGM sandwich plate with the bi-directional gradation of material properties has been considered to investigate the bending response under thermo-mechanical loading. In the literature, various polynomial shear deformation theories like first-order shear deformation theory (FSDT), third-order shear deformation theory (TSDT) and higher-order shear deformation theory (HSDT) have been utilized to obtain the governing equation for bending response under thermo-mechanical loading; however, non-polynomial shear deformation theory like ITSDT has been used for the first time to obtain the governing equation to investigate the bending response of BDFGM. The impact of bi-directional gradation and temperature-dependent material properties over centre deflection, normal stress and shear stress has been analysed and discussed.

This paper aims to analyze variations in the parameters of the market share–rank power law across consumer packaged goods (CPG) categories.

The authors use a two-level hierarchical linear model to examine the relationships between category-level variables and the parameters of the market share–rank power law in 790 CPG categories.

The slope of the market share–rank power law is shallower – indicating more equal market shares – in categories of high importance to retailers and those with high levels of promotional activity or high-volume purchases. Higher levels of market share inequality are associated with categories with high overall prices.

To the best of the authors’ knowledge, this is the first research to show the systematic influence of category characteristics on the relationship between brands’ market shares and their ranks, thus, identifying a key moderator for this important empirical generalization in marketing.

While market leadership may be a desirable goal for many brands, the corresponding market share at the top brand does vary. Moreover, the share premium for being number one in the category (gap between the top and other highly ranked brands) can be greatly affected by retailers’ strategies. In addition, the slope of the power law has desirable qualities as a measure of market concentration. However, the empirical study shows that category characteristics must be considered when analyzing differences in concentration across categories or time.

While other studies document variations in the market share–rank power law relationship, to the best of the authors’ knowledge, this is the first that models these variations as a function of observable category characteristics. The comprehensive nature of the data demonstrates the universality of the market share–rank power law relationship across CPG categories in the USA.