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Although the bubble tea market has been growing rapidly in recent years, not many studies have been conducted to understand why consumers revisit bubble tea stores. This study aims to understand consumers' intention to revisit bubble tea stores drawing on the theory of planned behaviour (TPB).

Using the online survey method, data are collected from 166 bubble tea drinkers in Malaysia. Partial least squares structural equation modelling (PLS-SEM) is used to verify the hypotheses.

The findings indicate that attitudes, subjective norms and perceived behavioural control have a significant positive influence on revisit intention. In addition, product quality, price fairness and store atmosphere have a significant positive influence on attitudes. Support is not found for the positive influence of service quality on attitudes.

This study provides fresh insights into the factors that influence consumers' intention to revisit bubble tea stores with empirical data from Malaysia. Furthermore, this study also offers useful practical recommendations to bubble tea store owners or franchisers on how to retain consumers.

This study aims to investigate the influence of perceived luxuriousness on consumers’ revisit intentions via the mediating effects of positive and negative emotions based on the Stimulus-Organism-Response (SOR) model. In this context, “luxuriousness” specifically refers to the richness of furnishings, including the visual allure of aesthetic design and the surrounding cues.

A quantitative approach using a survey method is employed to analyse the collected 289 data from consumers of bubble tea. Partial least squares structural equation modelling is chosen as the main analytical approach to examine the research model.

The results showed that perceived luxuriousness has a significant positive influence on positive emotion and a significant negative influence on negative emotion. Furthermore, positive emotion positively affects revisit intentions, whereas negative emotion negatively affects revisit intentions. Positive emotion mediates the relationship between perceived luxuriousness and revisit intentions, but negative emotion does not.

In terms of theoretical contributions, this study contributes to the SOR model by exploring the influence of perceived luxuriousness on revisit intentions via the mediating effects of emotions in the bubble tea context, which has not been previously examined by past studies. In terms of managerial implications, this study provides insights into how to leverage the element of luxury to encourage consumers to revisit bubble tea stores.

Bubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research aims to understand the motivational factors of Gen-Z consumers in Indonesia in purchasing bubble tea products.

This research adopts a qualitative methodology by interviewing 22 Gen-Z consumers living in Indonesia. A thematic-analysis approach and NVivo software are applied for the data analysis.

Eight factors, i.e. taste, texture, packaging, store, price, health, trend and brand, play important roles in explaining how the emotional dimensions (pleasure, arousal and dominance) created by the environmental stimuli of bubble tea were approached or avoided within the purchasing behaviors of Gen-Z consumers. This study also identified affiliation behaviors as the result of interactions between the three dimensions.

As a qualitative study, this research used a particular and limited context to gain insights. Hence, a broader scale of research using a quantitative approach is recommended to validate the factors influencing purchasing behavior among the Gen-Z population.

This study can help practitioners to gain a better understanding of Gen-Z consumers’ behaviors on beverage products and to formulate effective marketing strategies.

To the best of the authors’ knowledge, by adopting a qualitative approach, this study is among the first to explore more deeply the emotional dimensions that drive Gen-Z’s decisions regarding whether to purchase a bubble tea product or not.

With the improvement of consumers' health consciousness, healthy food has attracted great attention in daily consumption. Previous research into the sense of power often distinguishes it into high and low level, ignoring the impact of different construal of power on consumption behaviors. This article divides power into dual construal (responsibility vs opportunity) and aims to examine the differential impacts of the construal of power on healthy food preference.

Two pretests and three formal experiments were conducted to examine the effect of the construal of power on the consumer's healthy food preference, the mediation of self-discipline perception and the moderation of the relative strength of prevention over promotion focus (i.e. RSPPF).

Results indicate that individuals who construe power as responsibility (vs opportunity) exhibit higher self-discipline perception, which in turn leads to greater healthy food preference. However, the main effect above can be weakened among the low-power group. Moreover, the above mediating effect of self-discipline perception is stronger for individuals with higher RSPPF.

First, based on the binary-construal perspective, this study refines the classification of high power and introduces it into the antecedent research of healthy food preference. Second, this paper reveals the self-discipline perception as the inner mechanism underlying the effect of the construal of power on healthy food preference, while RSPPF as the boundary condition for this mediating mechanism. Moreover, this research also provides practical implications for healthy food enterprises that the construal of power, self-discipline perception and regulatory focus should be taken into consideration in advertising design and healthy product promotion.

The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention.

The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling.

The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention.

Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs.

This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.

Customer incivility is a key phenomenon with various harmful consequences for businesses, particularly in the food and beverage industry. This study investigated the antecedents of this issue and explored its outcomes for frontline employees in Vietnam.

This study used quantitative methodology to survey 780 participants who frequently experienced customer incivility in cafés and bubble tea shops. Structural equation modeling was used to examine the data.

The results revealed three antecedents of customer incivility – employee incivility, selling and customer orientation – as well as outcomes such as revenge motivation, emotional exhaustion, service sabotage and job performance, along with two mediating effects.

Managers can create and enhance additional training classes with varied curricula for different staff groups to foster their perspectives and understand an organization's customer orientation, eliminating vengeance motives, emotional strain, service sabotage and workplace performance.

This study emphasizes the importance of customer incivility and how it can be minimized by examining its causes and consequences in Vietnamese cafés and bubble tea shops.

Vietnam is an emerging economy in the South East Asia region. Its Generation Z is gradually taking the lead in the country. But rather than breaking away from the previous generations, this generation also shows a strong preference towards local values and solid commitment to social issues. Thus, traditional culture elements are increasingly integrated in every aspect of Generation Z’s life, such as advertising and fashion. Instead of hanging out at coffee places, they go for bubble tea. They still appreciate the traditional values but integrate them within a modern context. Brands chase after these young people by adapting their values into their products and services. In the work place, the Vietnamese Generation Z is less confident. They are partially lost in career development with poor career counselling in the education system. They desire new experience and new learning opportunities. Generation Z, who were born beginning in 1995, emerges in Vietnam as a fresh and promising force.

While the contribution of educational students to the economies of developed countries is critical, educational immigrants rarely find employment in the regulated unionized sectors of these countries and are found instead setting up their own business. The purpose of this paper is to understand how educational immigrants use their cultural and social heritage for entrepreneurial purposes.

A qualitative method was undertaken, comprising face-to-face in-depth interviews with 12 respondents, involved in the hospitality industry for various purposes such as inspiration, challenges, frustrations and attracting investments. A convenience sampling method coupled with snowball sampling was chosen because of the availability of the informants and their willingness to be a part of the study. A thematic analysis was conducted in the transcripts of interviews to understand the aim and motivation factors of each individual followed by content analysis process.

The findings reveal that, while the informants suffer of language barriers, lack or shortage of experience in understanding the laws and legislations, unfamiliarity with the host culture, as well as financial constraints, the entrepreneurial sprite drives them to establish their businesses.

This study has important consequences for understanding how educational immigrants transition from an educational to a business setting.

As the increase in educational immigrants becomes more important to the economic and social performance of countries, it is important to understand how young entrepreneurs start their businesses.

Educational immigrants are an important source of regional innovation and development. This paper focuses on the role of international higher education and the link to entrepreneurship by focusing on young Chinese entrepreneurs.

The way organizational actors use language to think about and communicate their organizational experiences is central to how organizational actors enact organizational paradox. However, most inquiries into the role of language in the organizational paradox literature has focused on specific components of language (e.g., discourse), without attention to the complex, multi-level linguistic system that is interconnected to organizational processes. In this chapter, we expand our knowledge of the role of language by integrating paradox research with research from the linguistics discipline. We identify a series of linguistic tensions (i.e., generalizability-specificity, universalism-particularism, and explicitness-implicitness) that are nested within organizational paradoxes. In the process, we reveal how the organizing paradox of control and autonomy is interconnected to other paradoxes (i.e., performing, learning, and belonging) through the instantiation of linguistic paradoxes. We discuss the implications of our findings for research on paradox and language.

Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults – especially with respect to their real-world encounters with food marketing and the appeals they find persuasive. This study aims to engage young adults to explore the persuasive power of food marketing and its platforms of exposure.

Participatory research with 45 young adults, who used a specially designed mobile app to capture the food marketing they encountered for seven days, including information on brand, product, platform and “power” (i.e. the specific techniques that made the advertisement persuasive).

A total of 618 ads were captured for analysis. Results revealed the dominance of digital platforms (especially Instagram, comprising 43% of ads), fast food and beverage brands (48% of ads) and the top persuasive techniques of visual style, special offer and theme.

This study uniquely draws from framing theory to advance the notions of selection and salience to understand food marketing power. It is the first study of its kind to provide a comprehensive look at the platforms and persuasive techniques of food marketing to adults as selected, captured and tagged by participants. It provides timely insights into young adults and food marketing to adults, including where it is encountered, the (generally unhealthy) brands and products promoted and how it is made meaningful.