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E-entrepreneurship is developed based on digital platforms, having specific technical opportunities, such as the interactive ecosystem, fast payment method and online store function, without strict requirements for online entrepreneurs. Considering China’s e-entrepreneurship environment and cultural background, this paper aims to analyse individuals’ e-entrepreneurship motivation based on the capability–opportunity–motivation–behaviour (COM-B) behaviour changing theory.

Through testing 602 samples based on the partial least squares path modelling and variance-based structural equation modelling, the factors from the opportunity and capability units positively affect individuals’ e-entrepreneurship motivation. Meanwhile, because of the economic and social environmental differences between China’s urban and rural regions, this study promotes the multi-group analysis based on individuals’ regional backgrounds.

First, as opportunity factors, technical and policy opportunities have significantly positive relationships with individuals’ e-entrepreneurship motivation. Second, entrepreneurial and cultural capabilities are essential for Chinese entrepreneurs while making an entrepreneurial decision. Third, because of the e-entrepreneurial environment difference and educational system gap, entrepreneurial capability exerts a greater influence on the e-entrepreneurship motivation for Chinese individuals from urban regions, and cultural capability exerts a higher impact on the e-entrepreneurship motivation for Chinese individuals from rural regions.

Whilst the phenomenon of e-entrepreneurship is emerging as a popular entrepreneurship area of study, little research has systematically explored individuals’ e-entrepreneurial motivation and analysed influencing factors from macro and minor aspects. According to the COM-B behaviour changing theory, this paper discovers influencing factors from environmental opportunity and personal capability units, and it is helpful to present individuals’ attitudes to the platform-based business model.

The paper focuses on online younger viewers’ motivation to purchase virtual gifts on live-streaming platforms. To explore influencing factors, this study draws on the Capability-Opportunity-Motivation-Behaviour (COM-B) theory and liberal-conservative thinking theory to establish the research model. It analyses factors that influence the use of environmental opportunity, personal capability and personal thinking style units, which differ from traditional user behaviour research.

Through the variance-based structural equation modelling and partial least squares path modelling, three influencing factors positively affect online younger viewers’ virtual gift-purchasing motivation: technical opportunity, financial capability and liberal thinking.

Considering the economic imbalance between urban and rural regions, this paper focuses on online younger viewers’ regional differences and designs their urban-rural backgrounds as moderating factors. The multi-group analysis based on a non-parametric approach presents several significant points in the current study, such as younger viewers from rural areas paying more attention to technical opportunities and liberal thinking factors.

The study distinguishes the differences between urban and rural areas and explores online viewers’ specific opinions on the virtual gift-sending system. The regional differences are caused by local technical development and economic background. The results can help live-streaming platform managers and related departments improve their techniques and functions, aiming to drive the development of the live-streaming industry.

Plant-based (PB) and meat-reduced (MR) diets have a positive impact on human and environmental health, yet consumer acceptance of such diets is relatively low. Research investigating factors influencing consumer behavior around PB and MR diets is emerging; however studies lack strong theoretically underpinned, comprehensive theoretical frameworks. In this paper we synthesize factors from current literature and propose a comprehensive theoretical model across different consumer dietary types (e.g. omnivore, flexitarian, pesco-vegetarian) and account for consumer cognitive dissonance to facilitate a transition to MR diets.

The factors are examined in a five-step integrative literature review of empirical literature about PB/MR-related consumer behavior since 1989. Studies are critically assessed across four theories commonly used to explain the different antecedents of sustainable consumer behavior. We focus on the theoretical domains framework with COM-B (capability, opportunity, motivation and behavior) framework, as it provides the strongest foundation for modelling the consumer behavior of interest.

107 studies have empirically investigated PB/MR consumer behavior. Of these, 81 studies applied some COM-B domains, but no study has captured all domains. Scant studies investigating cognitive dissonance in the PB/MR literature have been published. Different consumer dietary types are featured across 47 studies; however, none of the studies comprehensively capture all dietary types and psychological discomfort in different consumer dietary types and cognitive dissonance theory.

To synthesize the findings of the present study, we propose an alternative model to address the before-mentioned gaps identified in our critical analysis. The alternative model captures the relationships between the 12 domains of the COM-B model constructs, psychological discomfort and consumer dietary types in the PB/MR foods setting.

The proposed research model facilitates the transition from MB diets to PB diets in three ways: (1) By differentiating consumer dietary types in terms of the COM domains influencing their PB/MR behaviors, PB-producing businesses could better target their foods to hitherto overlooked consumer dietary categories, such as lacto-vegetarians or emerging categories, such as flexitarians, through more refined segmentation and sharper profiling of consumers. (2) Knowing the level of capabilities of consumers in respect of cooking skills and knowledge about purchasing and preparing PB foods could help marketers develop strategies to improve buyers' skills and knowledge. (3) With an understanding of the opportunities (from the Opportunity domain of the COM-B model), including environmental context and resources and social influences, PB food businesses could more effectively market their PB food products. (4) It provides an understanding of capability, motivation and opportunity factors separately but also the interrelationship between these COM domains, as all these variables are intertwined.

Our ILR with the proposed model and the resulting research helps facilitate progress in the transition to PB diets necessary for more sustainable global food production and consumption.

The paper is the first to critically assess existing PB/MR literature regarding each of the COM-B domains, psychological discomfort and the six dietary types. We propose an alternative research model to address the gaps in literature and explain the antecedents and moderators in PB/MR dietary transition. The proposed model may provide information for practitioners and future researchers to understand a wider range of relevant factors influencing consumer’s behavior in transitioning to PB/MR diets.

This paper aims to explore the effects of parents’ support factors on Chinese university students’ digital entrepreneurship motivation on live streaming platforms. Based on the Social support theory, this study divides influencing factors into emotional, instrumental, informational and appraisal aspects. Meanwhile, considering the impact of China’s regional differences, the paper refers to the Regional difference theory and performs a multi-group analysis to assess the differences based on Chinese university students’ regional backgrounds.

By testing 556 samples based on the partial least squares path modelling and variance-based structural equation modelling, all support factors parents provide can stimulate Chinese university students’ digital entrepreneurship motivation.

Based on the multi-group comparison, parents’ informational support exerts a more substantial influence on the digital entrepreneurship motivation for university students from central and east regions rather than those from the western region, and parents’ instrumental support exerts a lower influence on digital entrepreneurship motivation for east university students than for west university students.

This paper applies the Social support theory as a theoretical framework to divide the impact factors, and it uses the Regional difference theory as a guide for the multi-group analysis of correlations, which is significant for online entrepreneurial motivation research and a better understanding of student groups. In addition to testing the hypotheses, the study also measures the importance–performance map analysis to explore additional findings of influencing factors and discuss managerial implications.

Many countries have a significant vaccination hesitancy rate regardless of vaccine prosperity. This study aims to identify factors restricting hesitancy and fostering vaccination intention and uptake against coronavirus in Vietnam.

The study has proposed an extended COM-B model based on the Theoretical Domains Framework to explore critical factors influencing vaccination intention and uptake in Vietnam. A database was collected from 1,015 suitable respondents who had received at least one dose of the COVID-19 vaccine, and ten hypotheses were tested by the partial least squares structural equation model.

The findings showed that six factors, including knowledge, experience, resource, social influence, belief and reinforcement, have either direct or indirect positive effects on COVID-19 vaccine uptake behavior. The output also indicated that personal experience positively affects vaccination intention and uptake.

This study contributes to understanding COVID-19 vaccine uptake behavior by identifying several direct and indirect factors of the extended COM-B model that include “knowledge” and “reinforcement” in shaping behavior change. The study adds to the literature on COVID-19 vaccine uptake behavior and could help achieve higher vaccination rates, ultimately leading to better control of the pandemic.

The aim of this study is to utilise the Theoretical Domains Framework (TDF) to identify the main barriers and facilitators of positive attitude towards trying Virtual Active Sports (VAS).

200 individuals took part in an online cross-sectional survey based on 11 domains within the TDF. Linear logistic regression analysis was performed on the participant’s self-reported attitudes and believes. Based on the results from the regression analyses, a list of suggested behaviour change techniques was designed using the Behaviour Change Wheel (BCW) framework and the BCT taxonomy (BCTTv1).

This research suggested that Beliefs about Consequences, Beliefs about Capabilities, Goal Conflict, Coping Planning, and Environmental Context and Resources are the main factors, influencing the positive attitude towards VAS and the self-reported desire to try it in the future. Future interventions were recommended and supported by 22 possible BCTs identified using the BCW approach. The TDF and BCW proved to be useful models for identifying both internal and external factors influencing fitness fans during the adoption of the new sportstech.

The main contribution of the present work was the implementation of a structured and effective approach derived from the healthcare domain to design solutions for behaviour change in the emerging and expanding virtual sports context.

Children are beginning to socialize as consumers earlier than ever, highlighting the importance of their saving behavior as an effective form of consumer protection. The paper explored the influence of parents, peers, attitudes, knowledge, past behavior, allowance and self-efficacy on saving intention.

With the aim to explore a range of determinants of adolescent saving and to specify the potential mechanisms through which different determinants operate, we adopted a multitheoretical approach based on theories of planned behavior, consumer and financial socialization, and self-efficacy. The paper investigates the formation of the saving intentions on a sample of 1,476 children 10–15 years old in Croatia.

The results indicate strong importance of parental influence and self-efficacy, implying that saving intention among tweens requires a supportive family structure as well as beliefs in the tweens themselves that they are able to save money and face difficulties.

This paper investigates the very nature of saving intention formation at a crucial developmental stage; it investigates the interplay of mechanisms through which determinants of savings operate at that developmental stage; and it explores the age-variance of the mechanism and the interplay of relevant variables, shedding light on the nature of the mechanism of development.

We wanted to find out how infant multinationals originating from Poland enact opportunities in Sub-Saharan African (SSA) countries.

We conducted a comparative case study of four Polish firms operating in SSA.

We found that when entering SSA, studied firms employed effectual decision-making logic. Thus, their internationalization was means-driven, serendipitous, partnership-oriented, based on the “affordable loss” principle and focused on shaping opportunities in SSA, rather than predicting, analyzing and planning any firm-specific assets or capabilities.

We illuminated the nature of the means employed in effectual internationalization and the role of partners (“effectual stakeholders”) in this process. Thus, we contribute to a deeper understanding of how infant multinationals navigate extreme uncertainty in the emerging SSA markets.

This study aims to investigate the impact of customer perceptions of Augmented Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards AR mobile apps, virtual product and behavioural intentions. Also, the mediation role of customer engagement in the effect of perceptions of AR attributes on attitudes and behavioural intentions is examined using the Theory of Interactive Media Effects.

The study used a cross-sectional design. A total of 456 valid data were collected from the Millennials and Generation Z cohorts using purposive sampling. The conceptual framework was assessed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) and Partial Least Squares-Multi Group Analysis (PLS-MGA).

The research revealed that customer perceptions of AR features such as augmentation, interactivity and vividness significantly influenced customer engagement, leading to favourable attitudes towards both the AR mobile app and the Virtual product as well as behavioural intentions. Furthermore, the study substantiates the role of customer engagement as a mediator in the relationship between customer perceptions of AR attributes and both attitudinal and behavioural outcomes.

To the best of the authors’ knowledge, this is the first attempt to investigate the significance of perceived augmentation as an antecedent to customer engagement and the mediating role of customer engagement on the influence of perceptions of AR attributes on attitudinal and behavioural intention.

This study aims to study the interaction effects between a rectangular supersonic jet with a flat wall computationally using wall length as a parameter. The purpose of this study is to investigate the effect of change in wall length on supersonic core length (SCL) reduction, jet deflection and jet decay behavior.

The design Mach number and aspect ratio at the rectangular exit were 1.8 and 2, respectively. To study the wall length effects on jet-wall interactions, wall length (L_w) was varied as 0.5D_h, 1D_h, 2D_h, 4D_h and 8D_h, where D_h was the hydraulic diameter of the nozzle exit. The flat wall with the matching width of the rectangular exit section of a supersonic nozzle was placed at the nozzle exit such that the supersonic jet grazed past the wall. The studies were carried out at over-expansion [nozzle pressure ratio (NPR) = 4], near optimum expansion (NPR = 6) and under-expansion (NPR = 8) levels.

Results indicated that significant reduction in wall-bounded SCL was noticed in the range of 0.5D_h  ≤  L_w ≤ 1D_h for both over-expansion and under-expansion conditions. At L_w ≥ 4D_h, SCL got enhanced at NPR = 4 and 6 but had a negligible effect at NPR = 8.

Thrust vector control, noise reduction and easy take-off for high-speed aircraft.

The effect of change in flat wall length on interaction characteristics of a rectangular supersonic jet was not studied before in terms of SCL reduction and jet decay behavior.