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The purpose of this study is to investigate consumers’ cryptocurrency adoption through the unified theory of acceptance and use of technology (UTAUT) and complexity theory.

By using a purposive sampling method, a configurational model was developed and a questionnaire-based survey was conducted to gather responses from a Malaysian sample. A total of 223 responses were obtained. Partial least square structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) were adopted to analyze the data.

The PLS-SEM indicated that performance expectancy, effort expectancy, social influence and affinity for technology interaction were positive cryptocurrency adoption predictors, whereas regulation was a negative predictor. Based on the fsQCA, cryptocurrency adoption could be explained by six configurational paths, which comprised combinations of the proposed causal conditions: the UTAUT factors (performance expectancy, effort expectancy, facilitating condition and social influence), environmental factor (regulation) and individual factors (financial knowledge and affinity for technology interaction).

This study offers contributions to the theoretical body of knowledge by articulating the relevance of extended UTAUT and extending the established UTAUT model by integrating external environment and personal factors, also showing the linear and nonlinear interplays of performance expectancy, effort expectancy, facilitating conditions, social influence, regulation, financial knowledge and affinity for technology interaction.

The findings facilitated practitioners’ (cryptocurrency brokers, governments and businesses) fostering of cryptocurrency adoption through the joint consideration of different factors. The factors spanned technological attributes and individual characteristics to regulation. Practitioners should acknowledge that different combinations of the aforementioned antecedents can be equally effective to increase cryptocurrency adoption. The findings suggested that these causal conditions should be considered holistically and that there is no best predictor.

In social terms, the research is expected to contribute to the dissemination of cryptocurrencies and help governments and central banks to develop, regulate and supervise digital currencies, as well as in the implementation of a digital currency ecosystem aligned with sustainable development goals. Economically, the results might foster a high cryptocurrency adoption rate and stimulate crypto-token-based business models and investment opportunities that present new means of revenue generation at individual, organizational and national levels.

This study offers unique perspectives for the body of knowledge and practice in the cryptocurrency domain, using both symmetric and asymmetric methodologies, by delineating the configurational logic involving technological capabilities, social influences, regulation and individual characteristics in facilitating more efficacious dissemination of cryptocurrencies.

This study aims to examine how information and social gratifications sought by Internet users affect their affinity for the Internet or for particular types of online content.

A survey was administered in Singapore to collect data. A correlation analysis, a paired‐sample t test, and hierarchical regression analyses are conducted to address the research questions and hypotheses.

Affinity for the Internet and affinity for particular types of online content are correlated and distinct. Both relate positively to social gratifications. The passive social gratification of Internet access and the active pursuit of interactions exert similar impact on both types of affinity. Information affects neither after social gratifications are controlled.

Constant access to online contacts or quality online interaction may facilitate social gratifications, thereby boosting user affinity for the Internet or for particular types of online content. Online information should be presented interactively to attract and retain users. The selection of online content and applications should also be made easier to cultivate a loyal user market.

This study contributes to U&G theory by adapting a television‐based proposition to cyberspace, and examining the attitudinal effect of online social gratifications involving different levels of user activity.

Service firms can improve their adaptability in turbulent environments with knowledgeable employees. Self-directed learning (SDL) is one way that employees can improve knowledge, but this research area has not examined the role of technology in employee learning. This paper aims to discuss these points.

This paper uses nested regression to test hypotheses about the relationships between employee affinity for technology (AFT) and perceived corporate affinity for technology (PCAFT) on SDL project use in financial services employees, and extends Artis and Harris' conceptual SDL model.

The relationship between the antecedents and SDL project use depends on the type of project: induced, synergistic, voluntary or scanning. The main effect of AFT impacts all except induced projects. The main effect of PCAFT only influences synergistic projects. The interaction term influences induced and scanning projects.

This paper provides the first empirical test of antecedents of SDL project use in the marketing literature. Limitations include that only employees from financial services were used; future research is needed to determine generalizability.

These findings show that what motivates employees to engage in SDL project can be a selection or an internal communication issue depending on project type. This should help managers to determine what steps can be taken to encourage employee use of SDL projects.

Academically, this is the first paper in marketing to empirically test antecedents of SDL projects use and provides empirical support of Clardy's SDLP typology. Managerially, this is the first empirical guidance on how firms can increase employee SDL project use to enhance knowledge.

Videoconference interviews and asynchronous interviews are increasingly used to select applicants. However, recent research has found that technology-mediated interviews are less accepted by applicants compared to face-to-face (FTF) interviews. The reasons for these differences have not yet been clarified. Therefore, the purpose of this paper is to take a closer look at potential reasons that have been suggested in previous research.

The present study surveyed 154 working individuals who answered questions concerning their perceptions of FTF, videoconference and asynchronous interviews in terms of perceived fairness, social presence and the potential use of impression management (IM) tactics. Furthermore, potential attitudinal and personality correlates were also measured.

Technology-mediated interviews were perceived as less fair than FTF interviews and this difference was stronger for asynchronous interviews than for videoconference interviews. The perceived social presence and the possible use of IM followed the same pattern. Furthermore, differences in fairness perceptions were mediated by perceived social presence and the possible use of IM tactics. Additionally, affinity for technology and core self-evaluations correlated positively with perceptions of videoconference interviews but not with those of FTF and asynchronous interviews.

This is the first study to compare fairness perceptions of FTF, videoconference and asynchronous interviews and to confirm previous assumptions that potential applicants perceive technology-mediated interviews as less favorable because of impairments in social presence and the potential use of IM.

Service robots offering low-contact services are trending in the hospitality industry. Nevertheless, there is limited empirical research on consumer perspectives. Using the stimulus-organism-response (SOR) model, this study aims to investigate consumer acceptance of service robots and explores the relationships among stimuli (coolness and affinity), organisms (utilitarian and hedonic value) and responses (behavioral intention).

This study uses a purposive sampling method and conducts a questionnaire survey in restaurants with service robots in Taiwan. A total of 554 valid responses are analyzed, and confirmatory factor analysis and structural equation modeling are performed.

The findings reveal that coolness and affinity positively influence utilitarian and hedonic values, whereas utilitarian and hedonic values positively affect behavioral intention. Additionally, these values mediate how coolness and affinity impact behavioral intentions, showing that coolness more significantly influences hedonic value, while affinity has a greater effect on utilitarian value.

As a theoretical basis, the SOR model examines the relationships among stimulus, organism and response. This study comprehensively investigates the factors influencing consumer perception toward service robots, testing the applicability of this theory in the food and beverage industry and expanding its practical value. Additionally, the author introduces the “fit” concept, indicating that, for maximum effect, coolness pairs best with hedonic value and affinity with utilitarian value.

提供低接触服务的服务机器人在酒店业中越来越受欢迎。然而, 关于消费者视角的实证研究仍然有限。本研究采用刺激-有机体-反应（SOR）模型, 调查消费者对服务机器人的接受度, 并探讨刺激（酷炫度和亲和力）、有机体（实用价值和享乐价值）和反应（行为意图）之间的关系。

本研究采用目的性抽样方法, 在台湾有服务机器人的餐厅进行问卷调查。共收集到554份有效问卷, 并进行了确认性因子分析和结构方程模型分析。

研究结果表明, 酷炫度和亲和力对实用价值和享乐价值有正向影响, 而实用价值和享乐价值对行为意图有正向影响。此外, 这些价值在酷炫度和亲和力对行为意图的影响中起中介作用, 表明酷炫度对享乐价值的影响更显著, 而亲和力对实用价值的影响更大。

本研究以SOR模型为理论基础, 检验了刺激、有机体和反应之间的关系。我们全面调查了影响消费者对服务机器人感知的因素, 测试了该理论在餐饮业中的适用性, 并扩展了其实际价值。此外, 我们引入了“匹配”概念, 指出为了达到最大效果, 酷炫度最好与享乐价值搭配, 而亲和力最好与实用价值搭配。

Human needs and motivation are a central tenet of marketing discourse. In this exploratory study we attempt to understand the factors that drive individuals' higher‐order human needs in a relatively new electronic marketing context, that of virtual worlds.

The study employs the higher‐order needs from Abraham Maslow's hierarchy (i.e. belonging, esteem and self‐actualization) and a series of drivers related to the characteristics of the virtual world medium, personality characteristics, channel interaction, and demographic criteria. Data is collected via a survey delivered in Second Life (n=404) and analyzed using PLS path modeling.

Arousal, pleasure, and individualism act as particularly potent drivers of higher‐order needs in virtual world channels, while channel intensity, affinity for technology and gender act as lesser drivers.

An understanding of personal motivations affords us an insight into consumers' needs and wants and is a useful precursor to targeting them and in effectively fulfilling these needs. This has implications not only in a single channel but across multiple channels.

This study represents one of the first attempts to better understand consumer behavior in virtual world channels, and, by so doing, better inform our understanding of personal needs in the modern multi‐channel environment.

This paper aims to explore the relationship between identity construction and consumption motivation of the socially active and wealthy Brazilian older adults, applying a new approach that focuses on important circumstances and life events retrieved through storytelling.

Using in-depth semi-structured interviews with socially active and wealthy older Brazilian consumers, this study adopts “Noting, Collecting and Thinking about Things” (NCT) and two-cycle coding methods to explore the qualitative data.

The results indicate the need to explore identity construction and consumption motivation in an integrated matter. Life circumstances and events help explain older consumers’ identities and its impact on main consumption motivations, which include self-expression, a need for social contact and relationships, attachment, detachment, nostalgia, knowledge appreciation and technology affinity, among others. An integrated approach allows for the identification of new consumption motivations.

The main consumption motivations identified in this study help delineate some new marketing strategies targeted to older consumers, such as taking into account the importance of building relationships with older customers, adopting family references to promote products and services, taking into account the value older customers place on technology usage and being connected with current matters and treating the elderly as a heterogeneous group, among others.

This paper focuses on an attractive and yet unexplored segment of older consumers in the literature, contextualizing their identity and consumption motivations in an integrated fashion, rather than studying these concepts in isolation. New marketing strategies targeted to the older consumers are identified.

To understand the nature of young people’s relationship with technology and to endeavour to explode a few myths about their affection for it.

The research took four stages; desk research; interviews with four experts; quant through Synovate’s online panel; qual research groups.

It was found that the majority of young people do not love technology – they love communication and entertainment, and technology is just the facilitator for these; it was also found that a surprisingly large number of young people dislike and actively avoid using technology, particularly those from lower SEGs.

Marketers always presume that young people are very plugged into technology and that they all love it. This article shows this is clearly not the case and the amount of affection and time they spend using information technology has been overstated.

The emergence of new generations of artificial intelligence (AI), such as ChatGPT or Copilot has brought about a wave of innovation in the service workplace. These robotic agents can serve as companions, helping employees cope with work-related stress. This research introduces the concept of “artificial companionship,” which explains how robotic agents can function as partners in assisting service employees to fulfill their job responsibilities and maintain their mental well-being.

This research uses a mixed methods approach grounded in social support theory from psychology and management to develop a conceptual framework for the stress-alleviating implications of artificial companionship. A qualitative employee survey is conducted to justify the relevance of the propositions.

This research delineates the concept of artificial companionship. It highlights four distinct roles that AI can play in companionship – instrumental, informative, caring, and intimate. Building on this foundation, the research presents a series of propositions that elucidate the potential of artificial companionship in mitigating stress among employees.

Firms should consider aligning the types of artificial companionship with the demands inherent in employees’ job responsibilities to better reinforce their resilience and sustainment in overcoming work-related challenges.

This research introduces a new perspective on artificial companionship through the lens of social support theory. It extends the current understanding of human-robot collaboration in service workspaces and derives a set of propositions to guide future investigations.