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This research explores the impact of classical aesthetics (e.g. order and symmetry) and expressive aesthetics (e.g. creativity and distinctiveness) on consumer green consumption.

This research conducted three studies. Study 1 explored the main effect of appearance aesthetics (appearance: plain vs classical vs expressive) on green products purchase intention through a one-factor between-subjects design. Study 2 verified the mediating role of perceived naturalness through two types of appearance aesthetics (appearance: classical vs expressive) between-subjects design. Study 3 verified the moderating role of product identity-symbolic attributes through a 2 (product identity-symbolic attributes: non-identity-symbolic vs identity-symbolic attributes) × 2 (appearance: classical aesthetics vs expressive aesthetics) between-subjects design.

Consumers will be more likely to purchase a green product that has classical aesthetics appearance (vs expressive aesthetics). Perceived naturalness mediates the effect of aesthetic appearance on consumer green consumption. Product identity symbol attributes moderate this effect. Specifically, for non-identity-symbolic green products, classical aesthetics can effectively enhance consumer purchase intention. For identity-symbolic green products, expressive aesthetics can effectively enhance consumer purchase intention.

Existing research suggests that aesthetic appearance can increase consumers’ evaluation of electronic products, beauty products and food, but the difference between aesthetics has not yet been explored. This research compares two aesthetics, contributing to the literature on aesthetic appearance in green products and offering valuable insights for managers’ green products marketing.

The purpose of this study was to propose and examine a conceptual model delineating how two different types of appearance-related self-discrepancies (i.e. the ideal appearance self-discrepancy vs. the ought appearance self-discrepancy) influence retail therapy shopping behavior through motivational route (i.e. approach motivation vs. avoidance motivation).

This study utilized the online survey for data collection. Using a national sample of 532 US consumers who had retail therapy shopping experience, the conceptual model was tested through various statistical techniques, including confirmatory factor analysis, exploratory factor analysis and structural equation modeling.

Results revealed that the ought appearance self-discrepancy positively influenced retail therapy shopping behavior through avoidance motivation and emotion-focused coping strategy, whereas the ideal appearance self-discrepancy did not influence retail therapy shopping behavior. The results also suggested that the effect of two different types of appearance-related self-discrepancies on motivations in retail therapy shopping context varied depending on the gender (i.e. male vs. female).

Results suggest implications regarding potential target market strategies to retailers and provide a better understanding of retail therapy shoppers' characteristics and psychological mechanisms for consumer researchers.

As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect theory and social comparison theory, this study aims to delve into the influence of avatars' appearance, humor and persuasion on healthier choices and customer satisfaction.

This paper comprises three experimental studies. Study 1 manipulates avatar appearance (supermodel-looking vs normal-looking) to examine its effects on perceived attractiveness, warmth and relatability. These factors influence customer satisfaction and healthy food choices through the psychological mechanisms of social comparison and aspirational appeal. Studies 2 and 3 further refine this theoretical model by assessing the interplay of appearance with humor (presence vs absence) and persuasion (health-oriented vs beauty-oriented), respectively.

Results suggest that avatars resembling supermodels evoke stronger aspirational appeal and positive social comparison due to their attractiveness, thus bolstering healthier choices and customer satisfaction. Moreover, humor moderates the relationship between appearance and attractiveness, while persuasion moderates the effects of appearance on social comparison and aspirational appeal.

This research bridges the halo effect theory and social comparison theory, offering insights enriching the academic discourse on technology’s role in hospitality.

The findings provide actionable insights for managers, tech developers and health advocates.

Despite its significance, avatar design research in the hospitality sector has been overlooked. This study addresses this gap, offering a guideline for crafting attractive and persuasive avatars.

In August, 2015, Serena Williams, one of the most successful female athletes of all time, was body shamed in a New York Times article. The incident highlights the issue of unequal treatment of male and female athletes – while a muscular frame enhances masculinity for male athletes, a muscular physique invites body shaming for female athletes. In this study, symbolic interactionist theories regarding the generalized other are called into question. While George Mead's theorizing exhibits a nonproblematic role taking of the generalized other in a cooperative manner, this study reports the presence of paradoxical generalized others, and consequently, the incongruent role taking of a latent generalized other by individuals. This study investigates if the issue of body image exists among college female athletes, if college female athletes experience the dilemma of choosing between outstanding performance with a muscular frame or maintaining traditional female appearance. To provide answers to the question, female athletes in a midwest university were invited to fill out a survey. The survey results confirm the existence of a paradox between performance and appearance among some college female athletes.

The advent of online live streaming platforms (OLSPs) and online health communities (OHCs) has expedited the integration of traditional medical services with Internet new media technology. Since the practice of physicians conducting live streaming is a relatively new phenomenon, the potential cross-platform effects of such physicians’ live streaming have not received adequate attention.

This study collected data from 616 physicians specializing in cardiology, obstetrics and gynecology and neurology between April and November 2022 on Live.Baidu.com and WeDoctor.com. It constructed a panel data set comprising a total of 4,928 observations over an 8-month period and validated the model using empirical analysis with the fixed-effects method.

We find evidence of cross-platform influence in online healthcare. Physicians’ live streaming behavior (whether live or not and the heat of their streams) on OLSPs positively impacts both their consultation and reputation on OHCs. Additionally, physicians’ ability positively moderates the relationships between live streaming heat and their performance (in terms of consultation volume and reputation) on OHCs. However, ability does not moderate the relationship between physicians’ live streaming status (live or not) and their performance (in terms of consultation and reputation) on OHCs. Furthermore, the attractive appearance of the physicians also significantly moderates the impact in a positive way.

This is one of the pioneering studies on physicians’ live streaming. The study offers vital guidance for physicians and patients utilizing dual platforms and holds significant reference value for platform operators (such as OLSPs and OHCs) aiming to optimize platform operations and for the government in policy formulation and industry regulation.

The purpose of this study was to investigate the effect of a facial photo of female job applicants on employment decisions.

A laboratory or “controlled” experiment was conducted to examine the impacts of job applicants’ facial photos, job applicants' professional qualifications (education level and years of work experience), raters’ gender and college student raters’ academic year on employment-related decisions in a hypothetical situation in the Chinese context. A descriptive analysis and mixed-design factorial ANOVA were conducted.

Significant main effects were found for the applicant’s photo and professional qualifications in the analysis of employment decisions. Significant interaction effects were also found in the analysis.

Discrimination against applicants who attached unattractive photos was more pronounced for the interview decision when the applicants had low qualifications than when they had high qualifications. Although both male and female raters’ ratings of the interview, hiring and salary decisions decreased as attractiveness decreased, it was more pronounced for male raters than female raters.

The innovativeness of dressmakers is a concern to respondents to satisfy their clothing needs. The purpose of this study is to determine the criteria that respondents use to judge the quality of clothing and its influences on the innovative ability of dressmakers in the clothing manufacturing industries.

Three hundred and ninety-seven (397) respondents in the Takoradi Metropolis of Ghana filled out a questionnaire, and the results were used to compile data for the study. The sample size was calculated using Miller and Brewer formula. The data was analysed using structural equational modelling with the SmartPLS v.4 software.

The results showed that respondents are very interested in the calibre of clothing produced by their dressmakers. However, the study revealed that when evaluating the quality of a garment, respondents do not simply accept what has been sewn for them but also consider the performance, appearance, fit and shape of the garment. Findings revealed that there was a significant relationship between garment appearance quality (t = 2.605; p < 0.05), garment performance quality (t = 3.915; p < 0.05), garment shape quality (t = 6.248; p <0.05) and fashion innovations. Subsequently, the evaluation of garment fit quality by respondents revealed it does not bring about innovations (t = 1.310; p > 0.05).

The continuous evaluation of custom-made clothing from customers will go a long way towards highlighting the relative criteria they use to evaluate the innovation of dressmakers. This will help improve the creativity of the dressmakers since such feedback will help them understand and innovate their production skills to meet the preferences of customers.

The present study provides an in-depth understanding of how garment quality evaluation by customers influences the innovation of dressmakers in Takoradi, Ghana. The constructs were developed for the study to capture the appropriate data from customers for the study. This presents an evaluation criterion on four garment quality variables imperative for use or modification by other studies.

To gain a deeper understanding of the determinants impacting the intention of Chinese young consumers to utilize virtual try-on apps (VTOs), this study adopts a modified version of the electronic technology acceptance model (e-TAM). The primary objective is to investigate how consumers' characteristics influence their post-use feelings, subsequently affecting their attitude towards VTOs and their intention to use them. Additionally, this research aims to explore potential gender differences within this process.

In this study, a sample of 243 college students from a university in China was recruited to participate in on-site software use. A total of 227 valid questionnaires were collected and used for data analysis. Structural equation modeling (SEM) was employed to empirically evaluate the data and test the research hypotheses. Additionally, multiple group comparisons were conducted based on gender to examine potential differences in the acceptance process.

The findings of this study reveal a significant association between users' individual characteristics and post-use feelings. Moreover, there are notable differences between male and female students in terms of their perceptions of innovativeness, knowledge and understanding regarding post-use feelings. Notably, four variables within post-use feelings, except for perceived compatibility, are found to be predictive of attitude towards VTOs. Additionally, it is observed that attitude towards VTOs directly influences users' intention to utilize them.

This study contributes to the research on consumers' intention to use VTOs by examining the antecedents of post-use feelings, specifically four consumers’ individual characteristics. The findings of this study offer managerial insights for professionals to formulate marketing positioning and communication strategies.

This study aims to apply the service robot acceptance model (sRAM) to examine how attitude toward human–robot interaction (HRI) and engagement influence consumer acceptance of service robots in a frontline setting.

Data was collected from 255 visitors who interacted with a robotic tour guide at a city museum. The data was analyzed using smart PLS 4.0.

The findings show the positive effects of subjective norms, appearance, perceived trust and positive emotion on both attitude toward HRI and engagement. In addition, social capability impacted attitude toward HRI, whereas perceived usefulness affected engagement.

To deliver engaging museum experiences that bring about positive word-of-mouth and intention to visit, managers need to incorporate the sRAM dimensions in the design and deployment of service robots.

This research uses field data to empirically validate the sRAM in the context of service robot acceptance. It introduces engagement as a novel mediating variable, enriching current understanding of human-like qualities in HRIs.

Esthetic trend changes with the development of society and cultural differences. A minimizer bra designed to make breasts appear smaller is now popular with large-breasted women in China. To conform to the requirements of modern aesthetics in China, this paper aims to investigate vital features of breast appearance that influence people’s subjective evaluation of breast size and analyze how bra design parameters affect breast shape and make breasts appear smaller.

This study used 3D scanning technology and reverse engineering software to obtain objective breast measurements in detail. A subjective evaluation experiment was conducted to evaluate the overall performance of seven minimizer bras compared to a basic comparison bra. Around 20 design parameters of 8 sample bras were identified to make a further study about the correlation between bra design features and breast shaping effect. To gain a deeper understanding of how bras interact with breast tissue, this study presented heat maps of the breast surface to visualize the deformation of breast shape.

Nine breasts' characteristics, such as the distance between bust points, breast depth, outer breast curvature and slope, etc. have been determined to be highly correlated with the visual reduction effect of breasts. In addition, for the bras in this experiment, the high-performance bra for women with large breasts tends to have a wider side panel, a wider under band, higher gore and a stronger transverse rigidity of the bra cup. According to the observation of heat maps of the breast surface, soft full-figure bras provide a wider range of compression to the breasts and effectively flatten the breasts.

This paper first aimed at the need to shape the ideal breast appearance for large-breasted women and make a further study of several hot-selling minimizer bras in China. The suggestions given in this paper help lingerie manufacturers better understand how design features of bras can affect their shaping effect and improve the wearing effect of minimizer bras for large-breasted women.