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The goal of this study is to examine the factors (e.g. enjoyment, skills, challenge, telepresence and flow) that influence players’ purchase intention toward Dota 2 virtual in-game as well as examine the effect of flow toward purchase intention of Dota 2 through the critical mechanism (i.e. continuous intention). Notably, the analysis of the moderating role of enjoyment of buying on the relation of (a) flow and purchase intention of Dota 2 in-game, as well as (b) between flow continuous intention and finally (c) between continuous intention purchase intention of Dota 2.

The data were gained from 331 users using Google Forms and posted to respondents on social media platforms and forums such as Facebook and Reddit, as these websites have the closest reach to gamers.

The study revealed that enjoyment, skill, challenge and telepresence have a positive effect on flow. Also, the flow was significantly related to purchase intention. The continuous intention has significantly mediated the relationship between flow and purchase intention. Importantly, this study found that the moderating role of buying enjoyment increases the relationship between flow and purchase intention (H7a) and between continuous intention and purchase intention (H7c). In contrast, the moderating role of buying enjoyment on the relationship between flow and continuous intention (H7b) was not supported. Hence, this study sheds a new light on the notable Dota 2 in-game and continuous intention purchase intention of the users.

In response, this study's main research question can be highlighted on testing how enjoyment, skills, challenge, telepresence, in-game virtual items influence purchasing intention when the enjoyment of buying moderates the proposed relationship? Therefore, this study aims to examine the significant elements like enjoyment, skills, challenge telepresence toward flow, and subsequently, the effect of flow toward purchase intention of Dota 2 in-game through continuous intention as a key mechanism which is urgently needed to minimize the gap in-game virtual items literature. Significantly, this study also intends to explore the contingent role of enjoyment of buying on the relation of flow and purchase intention of Dota-2 in-game, as well as between flow and continuous intention and finally between continuous intention and purchase intention.

The purpose of this study is to investigate the influencing mechanism of consumers' continuous purchase intention toward the subscriber-based knowledge payment platforms (SBKPPs).

This study obtained 226 valid samples through questionnaire surveys and used partial least square structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) methods to elucidate the complex causal patterns of consumers' continuous purchase intention toward the SBKPPs.

The findings revealed that perceived utilitarian value, perceived hedonic value and perceived social value directly affected consumers' continuous purchase intention, while content quality and service quality indirectly affected consumers' continuous purchase intention. In addition, this study also demonstrated that all factors must be combined to play a role, and there exist four configurations resulting in consumers' continuous purchase intention toward the SBKPPs.

The results can help researchers and practitioners better understand the causal patterns of consumers' continuous purchase intention toward the SBKPPs.

This study contributes to the knowledge payment literature by investigating consumers' continuous purchase intention toward the SBKPPs. This study also provides practical enlightenment for the SBKPPs' marketing.

This study aims to investigate the factors that affect an audience's purchase decisions on a new type of social media, namely live video streaming platforms.

This study is based on data from an online survey providing 488 valid responses. These responses are used to test the research model by employing partial least squares (PLS) modeling.

Three antecedents (consumer competitive arousal, gift design aesthetics and broadcaster's image) influence the audience's purchase decisions (impulse buying and continuous buying intention). Chinese impression management (mianzi) acts as a moderator. Self-mianzi, mutual mianzi and other mianzi (i.e. three subtypes of mianzi) moderate the effects of consumer competitive arousal, gift design aesthetics and broadcaster's image on impulse buying.

The findings encourage practitioners developing marketing strategies for live video streaming platforms in the Chinese cultural context to consider peer influence, gift appearance, broadcaster's image and mianzi.

Drawing on the community gift-giving model and face-negotiation theory, this study provides an integrated research model to investigate a new type of social media (live video streaming). It offers insight into virtual gifting behaviors by confirming the effects of three antecedents on the audience's purchase decisions, with mianzi acting as a moderator.

Consumers worldwide are increasingly ordering groceries from grocery delivery platforms (GDPs). This study aimed to explore the role of brick-and-mortar (B&M) retailers and GDPs in online grocery shopping (OGS) experience, attitude and continuous purchase intention under the platform model of online grocery retailing.

This study used a mixed method approach. A qualitative analysis was conducted based on 30 in-depth interviews and relevant literature to identify key attributes of the OGS experience. Then, data from 352 online grocery shoppers was used to examine the associations between service attributes, attitude and continuous purchase intention using a structural equation model.

The authors identified six key attributes of the OGS experience related to B&M retailers and GDPs. The quantitative study results showed that customer service, price value and instant delivery significantly impact attitude towards GDPs, while product quality, product assortment, customer service, price value and attitude toward GDPs positively impact online attitude toward B&M retailers. Online attitude toward B&M retailers significantly influences continuous purchase intention.

B&M retailers and GDPs should strengthen cooperation and joint oversight.

This study identified key attributes of the OGS experience associated with B&M retailers and GDPs under the platform model, giving a comprehensive understanding of the relationship between the OGS experience and behavioural intention when B&M retailers collaborate with GDPs.

Meal ordering apps (MOAs) have transformed the customers' dining habits, particularly during mobility restrictions of the COVID-19 pandemic. Under the theoretical cover of the extended stimulus–organism–response (SOR) model, this paper attempts to explore the critical antecedents and outcomes of customer MOA engagement which predict the continuous purchase intentions using these apps. A multigroup analysis is conducted to investigate the difference between the hypothesized relationships between the Chinese and Indonesian consumers.

A mixed-method approach, including a systematic literature review, an open-ended essay (qualitative) with 139 MOA users and an online survey (quantitative) with 1,207 MOA users in total, was used for hypotheses testing.

The structural equation model results revealed that customer MOA experience factors such as mobile online reviews (MR), food quality (FQ), restaurant reputation (RR), service quality and system quality (SyQ) are the absolute positive factors that influence customer MOA cognitive, affective and behavioral engagement, which in turn affect continuous purchase intentions. The multigroup analysis results reveal that Chinese customers prioritized MR and FQ for customer MOA engagement (cognitive, affective and behavioral). Comparatively, Indonesian customers placed most importance on RR and SyQ.

Considering a market-specific setting and based on the extended SOR framework, this study is one of the first to take a comprehensive look at the critical antecedents and outcome of multidimensional customer MOA engagement in the developing countries’ (China and Indonesia) online to offline meal delivery context. Further, this study investigates the customer continuous purchase intentions as an outcome of MOA engagement during the COVID-19 pandemic. The findings also reveal the differences in consumer behavior across the two developing but culturally diverse countries samples during the pandemic.

Online food delivery applications (OFDAs) provide an expedient platform, and consumers’ access to food has been drastically altered, especially during and after the COVID-19 pandemic. This study aimed to completely explore the attributes that influence consumers' purchase intention and how an app's aesthetics can evoke feelings that predict continuous usage intentions for OFDAs. The food industry, especially restaurants, heavily relies on mobile technology to facilitate critical online food delivery during the pandemic crisis.

The data for this study are gathered from 477 food consumers located in the federal capital territory (FCT) of Islamabad, Pakistan, through convenient sampling by developing a self-administrated online survey. SmartPLS is used for structural equation modeling to test the proposed research model and perform bootstrapping and algorithmic analysis.

Our findings revealed that perceived value positively predicted consumers’ purchase intentions. Moreover, perceived value mediates the association of information quality, familiarity, time-saving, usability and reputation with purchase intentions and fear of COVID-19 moderates the relationship between perceived value and purchase intention.

This research work has significant implications for researchers, web developers, app designers, delivery services, restaurants and other enterprises as it demonstrates the importance of aesthetically pleasing OFDAs in eliciting positive emotions and bolstering consumers’ intentions to continue using the app for efficient food delivery services.

This study expanded the application of the technology acceptance model (TAM) and attention, interest, desire and action (AIDA) by examining consumers’ purchase intentions in the context of OFDAs. Further, the successful utilization of TAM enhanced the understanding of consumer perceptions and behavioral intentions about the usage of OFDAs.

Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the environment and society. Therefore, this paper aims to examine the influence of consumers' attitudes towards organic personal care products on brand love, brand trust, altruism and sustainable consumption behaviour. Furthermore, the study further examines the impact of sustainable consumption behaviour on continuous purchase intention using health consciousness as a moderator. Finally, the study validates Behavioural Reasoning Theory and the emotional affinity towards nature to understand the proposed claims.

The data were collected from 364 respondents from India. Only those respondents were included in the survey who had prior experience of using organic personal care products. This study used the structural equation modelling approach to test the conceptual model.

Results of the study confirmed the positive influence of consumer attitude on brand love, brand trust and altruism. Brand love and altruism had a significant impact on sustainable consumption behaviour. Health consciousness also emerged as a moderating variable between sustainable consumption behaviour and continuous intention. Interestingly, the brand trust had no impact on sustainable consumption behaviour. Furthermore, sustainable consumption behaviour had a significant impact on continuous intention.

The study is helpful to organic product companies, practitioners, academicians, environment protection agencies and market regulatory authorities as it gives fresh insight into the new collective relationship of consumer attitude with brand love, brand trust, altruism and sustainable consumption behaviour in case of organic personal care products.

Although location-based augmented reality (AR) games are popular in recent years, the motivation of in-app purchases still needs further investigation. The purpose of this paper is to investigate the antecedents of the intention to make a purchase in location-based AR games.

This research develops a conceptual model and hypotheses based on the theory of perceived values and satisfaction to investigate the antecedents. An online questionnaire was developed and distributed on popular websites to collect data, and 662 usable responses were collected from the players of Pokémon Go in Taiwan.

In total, 22 hypotheses were validated by using partial least squares techniques. Among the antecedents of in-app purchases intention in the model, the perceived value and satisfaction were found to have strong direct effects. The antecedents of the perceived value (flow, design aesthetic, social self-expression and good price) have direct influences on the perceived value of all players. Design aesthetic, reward and the perceived value were found to have a direct impact on all players’ satisfaction. Moreover, the differences between paying users and non-paying users were discussed and verified.

The model demonstrated relatively good explanatory power for purchase intention in the context of location-based AR game. The proposed model can provide insights to location-based AR game developers to design their games and marketing strategies.

Price deals are typically presented in “save” terms. However, prospect theory predicts that people will be more willing to waive a monetary gain than to lose the same amount of money. This study seeks to examine whether consumers would show more purchase intentions of a product offered in a price deal framed negatively (“lose if you don't purchase”) relative to the conventional positive frame (“save if you purchase”).

The purchase intentions of 189 participants, randomly assigned to either a positively or a negatively framed message, were examined. The participants' perceived monetary gain in the deal and their involvement in the issue were also measured.

Presented with a negative relative to positive frame, participants showed more purchase intentions of a product offered in a price deal, and perceived their monetary gain as higher. Highly involved and lowly involved participants exhibited similar framing effects.

The findings regarding lowly involved participants are inconsistent with previous findings. Future research is needed to clarify whether the message framing effect interacts with involvement in predicting purchase intentions of a product offered in a price deal.

The theoretical explanation of the phenomenon presented in this study predicts that negative framing of messages will also be more effective in other consumer behaviour contexts.

This study is the first empirical demonstration of the effect of message framing on the effectiveness of price deal offers, suggesting that retailers should re‐examine their conventional presentation of price deal offers in terms of gains, and consider rephrasing them in terms of loss.

In the modern era, brand authenticity is one of the most powerful positioning strategies for sustainable business growth. This study investigated the impacts of perceived brand authenticity dimensions (i.e., quality commitment, heritage, sincerity) on brand love to predict Generation Y's behavior from the Asian context.

This is new empirical research that tested the proposed hypotheses through PLS-SEM, as PLS is the most robust technique for predicting consumer behavior. Importantly, consumers (of Generation Y) from five Asian countries contributed to this study, and data collected from 427 Asian millennials on global brands.

The results analysis revealed that perceived brand authenticity dimensions significantly impacted brand love, which positively affected Asian millennials' behavioral outcomes (i.e., continuous purchase intention and price premium).

This study investigated dimensions of perceived brand authenticity to predict Asian millennials' behavioral outcomes in a broader perspective. Future researchers may investigate a specific culture with a larger sample size to predict millennials behavior.

This study has several implications that guide the global managers of several service and manufacturing industries to develop various positioning and relationship strategies for global brands to target Asian markets effectively.

Using attribution theory, this is the first novel research study that empirically discussed the dimensions of perceived brand authenticity, brand love, and Asian millennials' behavior toward global brands.