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This study aims to investigate how online teaching of faculty members is affected by technological readiness (TR) of using online teaching platforms. The study sheds light on how many faculty members were ready to use different online platforms during COVID-19 period.

This study used TR measures to determine the impact of optimism regarding the perceived usefulness and ease of usage, impact of innovativeness in terms of perceived usability and ease of use, the influence of discomfort on perceived usefulness and ease of usage, the effect of uncertainty on perceived usefulness and ease of use and the influence of perceived usefulness and ease of use on behavior. An online questionnaire survey was conducted among 255 faculty members of different private universities of Bangladesh. The sample was chosen based on a convenience method. The responses were analyzed using partial least square (PLS) approach with the help of software Smart PLS 3.

The finding supported all of the hypotheses except that discomfort and insecurity have a positive relationship with ease of use and usefulness.

The study will help faculty members in developing their competency in using technologies in their pedagogy. Also, this study will provide some guidelines to the university management in developing adequate technological infrastructure to aid teaching.

The aim of the study was to investigate the faculty members' readiness level with respect to online teaching. The technology assessment model (TAM) was used to determine the readiness index. The study intended to validate the hypotheses regarding the extent to which the faculty members perceived that TAM factors affect Ease of Use and Usefulness of online teaching. Also, this research analyzed the perception of faculty members that Ease of Using online teaching affects its Usefulness. Lastly, the study examined how their perception of Ease of Use and Usefulness affect Intention to Use online as a mode of teaching. It was found from the study that each of the TAM factors, Optimism, Innovativeness, Insecurity and Discomfort has positive and significant contribution on the Ease of Use. On the other hand, Optimism, Innovativeness, Insecurity and Discomfort have positive and significant contributions on the Usefulness. The study also revealed that Ease of Use has positive and significant contribution on the Usefulness. Lastly, it was found that Ease of Use and Usefulness have positive and significant contribution on the Intention to use. Teaching remotely is still a novel concept, and it is more difficult for people who have not done it before. Many teachers became burned out as a result of trying to adjust to new teaching methods, especially after the lockdown began. They were having a difficult time since there was so much ambiguity. When a teacher is well-versed in communication tools, it can improve learning efficiency. When they are properly trained, deploying engaging features of virtual learning, such as audio-visual lessons, quizzes, and so on, becomes simple, and students become eager to learn more. Teachers can plan their classes, prepare and master technology and create innovative and stimulating discussion topics (Mishra et al., 2020). They need to utilize a variety of technological options. They can rehearse virtual classroom management with colleagues if they face any difficulty. All of the aforementioned abilities can be honed with the assistance of an integrated academic system. Teachers can be trained by educational institutions to ensure a smooth learning process through the use of ICT (information and communication technologies) (Scherer et al., 2021; Mishra et al., 2020). The training will assist teachers in efficiently taking online classes. Institutions should ensure that teachers are well-suited to teach online and are skilled at keeping students engaged during remote learning. To make every chapter engaging, aspects such as videos, slides, images and digital copies of books and workbooks can be used. This allows students to receive personalized support and counseling in order to maintain their motivation (Sahu et al., 2022; Lapitan et al., 2021). Every other day, group doubt resolution classes ensure that there are no gaps in learning (Lapitan et al., 2021). All teachers require is a digital mindset, the appropriate tools and a committed approach (Sahu et al., 2022). If teachers can hold their students' attention, they can easily deliver an effective learning experience (Lapitan et al., 2021).

This study was conducted to identify technological preparedness of faculty members of private universities in Bangladesh during COVID-19 period. Some studies were there to assess such kind of preparedness but none of those used TAM and technology readiness model either in isolation or in combination. Also, this paper focused on teachers' readiness in contrast to students' readiness specific to private universities.

The purpose of this study is aimed at analysing the contributors of consumer confusion from the perspective of both information providers and recipients.

Using Sri Lanka as a case study, this study demonstrates views of consumer confusion in terms of information and its contributors in light of the framework adopted by Lu and Gursoy (2015).

The results ascertain that too much, too similar and too ambiguous information from information providers’ perspective have a significant impact on consumer confusion in the context of the inbound tourist industry in Sri Lanka. Most importantly, it is evident that the information recipients’ knowledge and behaviour attributes, namely, internet experience, learning orientation, tolerance for ambiguity, price consciousness and requirement for cognition have no significant impact on consumer confusion. Furthermore, the quality and quantity of information provided are crucial for the minimisation or avoidance of consumer confusion.

The practical implications drawn from this study could influence all stakeholders of the inbound online tourism trade including managers, advertising executives and marketing experts in providing good quality information to promote tourism.

The contribution of this research is related to the analysis from a theoretical and an empirical perspective of both the information providers’ and decision-making of recipients.

这项研究旨在从信息提供者和接受者的角度分析造成消费者困惑的因素。

以鲁和古尔索伊（2015）所采用的框架为基础, 本研究以斯里兰卡为例, 就有关信息及其贡献因素方面展示了消费者困惑的观点

调查结果确定, 就斯里兰卡入境旅游业而言, 从信息提供者的角度来看, 太多, 太相似和太含糊的信息会对消费者混乱产生重大影响。最重要的是, 很明显, 信息接收者的知识和行为属性, 即互联网体验, 学习倾向, 对歧义的容忍度, 价格意识和认知需求, 对消费者的困惑没有显着影响。此外, 所提供信息的质量和数量对于最小化或避免消费者混淆至关重要。

这项研究得出的实际意义可能会影响入境在线旅游业的所有利益相关者, 包括管理人员, 广告主管和营销专家, 以提供高质量的信息来促进旅游业。

此项研究贡献与从信息提供者和接收者的决策的理论和经验角度进行的分析相关。

este estudio tiene como objetivo analizar a los contribuyentes de la confusión del consumidor desde la perspectiva de los proveedores de información y los destinatarios.

utilizando Sri Lanka como el caso, esta investigación demuestra puntos de vista de la confusión del consumidor en términos de información y sus contribuyentes a la luz del marco adoptado por Lu y Gursoy (2015).

los hallazgos determinan que demasiada información, muy similar y demasiado ambigua desde la perspectiva de los proveedores de información tiene un impacto significativo en la confusión del consumidor en el contexto de la industria turística entrante en Sri Lanka. Lo más importante es que es evidente que los atributos de conocimiento y comportamiento de los destinatarios de la información, a saber, la experiencia de Internet, la orientación al aprendizaje, la tolerancia a la ambigüedad, la conciencia del precio y la necesidad de cognición no tienen un impacto significativo en la confusión del consumidor. Además, la calidad y la cantidad de información proporcionada son cruciales para minimizar o evitar la confusión del consumidor.

las implicaciones prácticas derivadas de este estudio podrían influir en todas las partes interesadas del comercio de turismo en línea entrante, que incluyen gerentes, ejecutivos de publicidad y expertos en marketing para proporcionar información de buena calidad para promover el turismo.

la contribución de esta investigación está relacionada con el análisis desde una perspectiva teórica y empírica tanto de los proveedores de información como de la toma de decisiones de los destinatarios.

With the upgrade of natural language interaction technology, the simulation extension of intelligent voice assistants (IVAs) and the uncertainty of products and services have received more and more attention. However, most of the existing research focuses on investigating the application of theories to explain consumer behavior related to intention to use and adopt IVAs, while ignoring the impact of its privacy issues on consumer resistance. This article especially examines the negative impact of artificial intelligence-based IVAs’ privacy concerns on consumer resistance, and studies the mediating effect of perceived creepiness in the context of privacy cynicism and privacy paradox and the moderating effect of anthropomorphized roles of IVAs and perceived corporate social responsibility (CSR) of IVAs’ companies. The demographic variables are also included.

Based on the theory of human–computer interaction (HCI), this study addresses the consumer privacy concerns of IVAs, builds a model of the influence mechanism on consumer resistance, and then verifies the mediating effect of perceived creepiness and the moderating effect of anthropomorphized roles of IVAs and perceived CSR of IVAs companies. This research explores underlying mechanism with three experiments.

It turns out that consumers’ privacy concerns are related to their resistance to IVAs through perceived creepiness. The servant (vs. partner) anthropomorphized role of IVAs is likely to induce more privacy concerns and in turn higher resistance. At the same time, when the company’s CSR is perceived high, the impact of the concerns of IVAs’ privacy issues on consumer resistance will be weakened, and the intermediary mechanism of perceiving creepiness in HCI and anthropomorphism of new technology are further explained and verified. The differences between different age and gender are also revealed in the study.

The research conclusions have strategic reference significance for enterprises to build the design framework of IVAs and formulate the response strategy of IVAs’ privacy concerns. And it offers implications for researchers and closes the research gap of IVAs from the perspective of innovation resistance.

The purpose of the paper is to bring to the attention of academics the innovations which have rapidly been developed to sell goods and services across sectors using what the authors describe as “confusion marketing”.

This is a conceptual, integrative, critical assessment of a number of marketing disciplines addressing aspects of confusion marketing. Confusion practices are evolving rapidly, with little theoretical explanation of why many of them are successful. This paper seeks to answer such questions by examining a wide range of sectors and confusion practices.

Patterns are identified across sectors, companies and business practices, providing the basis for this holistic assessment of marketing research on confusion since its inception and the design of a systemic framework of confusion.

The study attempts to bring all marketing schools and traditions of confusion together and presents a synthesis of scholarly accomplishments in the area by matching them, where possible, to current practices. It advances extant literature by designing a systemic framework which has, so far, been absent in marketing and by identifying avenues for future research maturation.

This discussion challenges assumptions regarding the ethicality, sustainability and profitability of confusion practices. Businesses practicing confusion are successful, suggesting that such practices may be economically sustainable. Contrary to expectations in marketing, confusion seems to benefit some consumers; confusion practices are not necessarily unethical or detrimental.

Confusion is a controversial area in marketing. Although the literature on confusion has grown, extant research continues to concentrate on consumers’ perceptions of confusion and tends to assume that confusion practices are undesirable, unethical and unsustainable. This paper provides a first integrative critical analysis of marketing thinking and challenges the aforementioned literature assumptions, demonstrating that past research has not sufficiently explained the nature, consequences and success of confusion marketing.

This paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on the relationships among counterfeit proneness, subjective norms, ethical judgments, product evaluation and purchase intentions for counterfeit products.

A field study with 840 consumers in Hong Kong using a self-administered structured questionnaire is used to test all the hypotheses.

Consumers with high (low) scores on interdependence (independence) show stronger positive effects of counterfeit proneness on subjective norms and its effects on the counterfeit evaluation and purchase intentions. In contrast, consumers with high (low) scores on independence (interdependence) show stronger positive effects of counterfeit proneness on ethical judgments and its effects on counterfeit evaluation and purchase intentions. Consumers with higher scores on risk aversion and ambiguity intolerance show negative moderating effects on most of the relationships in the unified conceptual framework.

The authors collected data in Hong Kong, which is predominantly Chinese in culture. Hence, future research in other parts of the world with more diverse cultural values would help test the validity and generalizability of the results.

The findings would be useful for managers of genuine brands to learn more about the process that explains deliberate counterfeit purchase behavior.

The authors extend the unified conceptual framework for deliberate counterfeit purchase behavior by incorporating four PCOs to explore cultural differences in the socio-psychological decision-making process underlying this behavior.

Utilizing the theoretical foundation of the stimulus-organism-response framework, the present work developed and investigated a conceptual model. The work explores the effects of perceived risk of COVID-19 on tourists' choice hesitation and choice confidence. Furthermore, it examines the impacts of choice hesitation and choice confidence on psychological distress, which, in turn, influences purchase intentions and risk-protective behavior. Additionally, the study assesses the boundary effects of vulnerability on the association between choice hesitation, choice confidence, and psychological distress.

An online survey was administered in China during COVID-19 to assess the postulated hypotheses. We collected 491 responses using purposive sampling, and covariance-based structural equation modeling (CB-SEM) was performed to investigate the relationships.

Results show that the perceived risk of COVID-19 positively influences the choice hesitation and negatively impact choice confidence. It was also found that choice hesitation and choice confidence positively developed psychological distress, which, in turn, negatively triggered purchase intentions and positively developed risk-protective behavior. Additionally, perceived vulnerability had a significant moderating impact on the proposed relationships, strengthening psychological distress.

In the current context, this study measures bipolar behavioral outcomes using the S-O-R model. Because cognitive processes influence participation in health preventative behavior during the spread of diseases, we highlighted how the perception of risk and vulnerability to a pandemic serves as a reliable indicator of certain behaviors. This study advances understanding of how the psychological mindset of tourists copes with such circumstances. Due to the pandemic, tourists face limitations in their choices and are placing greater emphasis on adopting protective measures to mitigate associated risks.

This paper aims to establish and empirically investigate a research model examining the effect of four dimensions of the technology readiness index – optimism, innovativeness, discomfort and insecurity – on customer engagement that further influences purchase intention in the context of online shopping through artificial intelligence voice assistants (AI VAs).

Data were collected in India from 429 customers in a self-administered online survey. Data analysis uses the structural equation modelling technique.

Technology readiness dimensions, e.g. optimism, innovativeness, discomfort and insecurity, are critical factors driving customer engagement. Customer engagement further results in purchase intention in online shopping through AI VAs.

This study adds to the literature by understanding how customers’ technology readiness levels drive engagement and purchase intention. However, this study includes customer engagement as a unidimensional construct. Further research can consist of customer engagement as a multidimensional construct.

The findings offer guidelines for e-retailers to enhance customer engagement that matches their personality traits, thereby strengthening their purchase intention through AI VAs.

The research contributes to the literature by empirically investigating a research model, revealing optimism, innovativeness, discomfort and insecurity as crucial parameters for customer engagement and purchase intention.

Cluttered website layout and a poor presentation of information on limited web space are present on tourism websites as ineffective marketplace stimuli that give rise to the problem of consumers' confusion. Based on stimulus organism response theory (SOR), this research investigates the three-dimensional confusion framework, its direct and indirect effect on negative eWOM, and consumers' decision postponement, considering negative emotion as a mediator.

On the data gathered from 501 respondents, structural equation modelling was used to test the proposed research hypotheses.

The results reveal the existence of the ineffective marketplace stimulus as an antecedent of consumer confusion. Further outcomes validate the cognitive, affective and response behaviour state by demonstrating the direct influence of different types of confusion on negative emotions, electronic word-of-mouth (eWOM) and decision postponement. The association between cognitive and response behaviour is also mediated by negative emotion.

The study offers substantial practical insights for managers and company operators to better grasp the significance of the affective dimension in consumer confusion in view of the extended SOR model to encapsulate the role of human consciousness.

This study is among the first extensive studies to examine consumer confusion in the context of the modified SOR model that captures the essence of human consciousness by understanding the role of affective emotions between various confusions, negative eWOM and decision postponement. In addition, the ineffective marketplace stimulus as a confusion antecedent and negative eWOM as a response behaviour were studied for the first time.

The study aimed to investigate the impact of customer misbehaviors on airline in-flight customer contact personnel. A theoretical framework was proposed to test the meditating role of role stress and emotional labor in the relationship between consumer misbehaviors and emotional exhaustion.

In all, 336 cabin crew members employed by international airline companies participated in the study. The hypothesized model was tested using structural equation modeling with AMOS 20.0.

The results provide evidence that customer misbehaviors relate positively to employee role stress, emotional labor and emotional exhaustion. Moreover, role stress and emotional labor play important roles in enhancing the impacts of customer misbehaviors and thereby influence employee emotional exhaustion.

The findings potentially impact on employers both within and beyond the airline industry by demonstrating how frontline employees can be provided with support to reduce stress or exhaustion, leading ultimately to increased satisfaction.

This study has provided deeper theoretical insights into customer misbehaviors and their effects on employee role stress, emotional labor and emotional exhaustion.

To address the volatile nature of the retail industry, retailers have adopted clothing subscription services (CSS) to meet the demanding needs of consumers. This study provides insight into different types of CSS, as well as a process by which behavioural intentions are influenced by CSS type through cognitive dissonance (wisdom of purchase and emotional dissonance) and attitude towards the CSS.

An experimental design manipulating the CSS type (full/partial/none) was conducted among 358 US consumers to test the proposed hypotheses.

Hayes PROCESS macro model results demonstrated that consumers did not experience more cognitive dissonance towards a partially, fully curated or non-curated CSS. However, a significant interaction effect further uncovered that consumers with high aesthetic perception experience more negative wisdom of purchase towards a fully compared to a partially curated CSS, thereby impacting attitude and behavioural intention towards CSS.

Due to today's rapidly evolving retail industry, retailers endeavouring to engage in this business model should come up with strategies to turn a visitor into a subscriber and decrease hesitation in novice consumers. Moreover, retailers should ascertain consumers’ level of aesthetic perception as it plays an important role in CSS adoption.

We introduced a unique operationalization of CSS types by differentiating between fully, partially and non-curated subscriptions, which are commonly employed in the subscription-box marketplace. The previous literature rarely makes distinctions between these types, although our findings show that consumers perceive them differently.