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1 – 10 of over 5000Yanan Wang, Lee Yen Chaw, Choi-Meng Leong, Yet Mee Lim and Abdulkadir Barut
This study intends to investigate the determinants of learners' continuance intention to use massive open online courses (MOOCs) for personal or professional development.
Abstract
Purpose
This study intends to investigate the determinants of learners' continuance intention to use massive open online courses (MOOCs) for personal or professional development.
Design/methodology/approach
This study employed quantitative research design. The respondents were individual learners from six selected universities in China who used MOOCs for continuous learning. A purposive sampling technique was employed to obtain 270 valid samples. Data were analyzed and analytical outputs were produced using the techniques of Partial Least Squares Structural Equation Modeling and Importance-Performance Matrix.
Findings
Expectation confirmation was found to have a positive relationship with perceived usefulness, flow experience, learning self-efficacy and satisfaction with MOOCs. Perceived usefulness, flow experience and leaning self-efficacy were also found to have a positive relationship with MOOC satisfaction. In addition, perceived usefulness, flow experience, learning self-efficacy and MOOC satisfaction had a positive impact on continuance usage intention.
Originality/value
The outcomes of the study can serve as a practical reference for MOOC providers and decision-makers to develop relevant strategies to increase the course completion rates.
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Anup Anurag Soren and Shibashish Chakraborty
The demand for over-the-top (OTT) video streaming services has grown manifold in the last few years. With increasing competition in the OTT market, it is vitally important for…
Abstract
Purpose
The demand for over-the-top (OTT) video streaming services has grown manifold in the last few years. With increasing competition in the OTT market, it is vitally important for businesses to understand OTT retail consumers' continuance intentions. This study aims to understand the antecedents of the continuance intention of OTT platforms and distinguish the most essential and best-performing predictor variables of continuance intention.
Design/methodology/approach
The study employs an integrated research model based on the theory of planned behavior (TPB), flow theory and habit. Data collected from OTT retail consumers (n = 383) using the online survey method are analyzed using partial least squares structural equation modeling.
Findings
The results elucidated which TPB antecedents and dimensions of flow experience affect OTT platforms' continuance intention. The most important factors affecting continuance intention were habit, attitude and perceived behavioral control, while the best-performing factors were perceived behavioral control, perceived enjoyment and attitude.
Originality/value
The study is unique in harmoniously integrating conscious cognitive intention, intrinsic motivation and habit of performing an activity to explain OTT platforms' continuance intention.
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Nisha Pradeepa S.P., Asokk D., Prasanna S. and Ansari Sarwar Alam
The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding…
Abstract
Purpose
The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding e-satisfaction and, consequently, fostering patronage intention. Among these, text-based chatbots are significant innovations. In light of this, the paper aims to develop a conceptual framework and comprehend the patronage behaviour of artificial intelligence-enabled chatbot users by using chatbot usability cues and to determine whether the social presence and flow theories impact e-satisfaction, which leads to users’ patronage intention. The current research provides insights into online travel agencies (OTAs), a crucial segment within the travel and tourism sector. Given the significance of building a loyal clientele and cultivating patronage in this industry, these insights are of paramount importance for achieving sustained profitability and growth.
Design/methodology/approach
The research framework primarily focused on the factors that precede e-satisfaction and patronage intention among chatbot users, which include social presence, flow, perceived anthropomorphism and need for human interaction. The researchers collected the data by surveying 397 OTA chatbot users by using an online questionnaire. The data of this cross-sectional study were analysed using covariance-based structural equation modelling.
Findings
Findings reveal that e-satisfaction is positively linked with patronage intention and the variables of social presence and flow impact e-satisfaction along with chatbot usability cues. There were direct and indirect relations between chatbot usability and e-satisfaction. Moreover, the personal attributes, “need for human interaction” and, “perceived anthropomorphism” were found to moderate relations between chatbot usability cues, social presence and flow.
Originality/value
The impact of chatbot’s usability cues/attributes on e-satisfaction, along with perceived attributes – social presence and flow in the realm of OTAs contributes to the human–chatbot interaction literature. Moreover, the interacting effects of perceived anthropomorphism and the need for human interaction are unique in the current contextual relations.
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Xiaojiang Zheng and Shixuan Fu
In tourism live streaming (TLS), streamers strive to capture viewers’ attention by responding quickly to viewers’ requests and providing tourism-related knowledge. However, the…
Abstract
Purpose
In tourism live streaming (TLS), streamers strive to capture viewers’ attention by responding quickly to viewers’ requests and providing tourism-related knowledge. However, the effectiveness of such practices in the TLS context remains unclear. Accordingly, based on flow theory, this study aims to uncover the effects of responsiveness and knowledge spillover on viewers’ travelling intentions.
Design/methodology/approach
The authors collected 319 valid questionnaires to examine the proposed model. Followingly, the authors used a partial least squares structural equation modelling approach using SmartPLS 4 to analyse the survey data.
Findings
The authors found that responsiveness could enhance viewers’ flow experience and destination attachment, fostering travelling intentions. The authors further found that knowledge spillover strengthened the relationship between responsiveness and travelling intentions and responsiveness and flow experience.
Originality/value
This study broadens the scope of extant tourism research by juxtaposing the effects of responsiveness and knowledge spillover on viewers’ travelling intentions in the TLS context. Practically, the findings provide valuable insights for streamers to conduct appropriate viewer–streamer interaction strategies by providing instant responses and tourism-related knowledge to viewers.
目的
在旅游直播中, 主播常常通过快速响应观众并提供目的地知识, 以吸引观众注意。然而这种策略是否有效地提升了观众的旅游意愿仍需进一步验证。因此, 本研究基于心流理论验证了响应性及知识溢出效应对观众旅游意愿的影响。
设计/方法/途径
我们通过评估319份有效问卷来检验所提出的模型, 采用了SmartPLS软件构建偏最小二乘结构方程模型(PLS-SEM)分析问卷数据。
研究发现
我们发现, 响应性将增强观众的心流体验和目的地依恋感, 从而促进旅游意愿。此外, 知识溢出效应强化了响应性和旅游意愿及响应性和心流体验之间的关系。
原创性/价值
本研究同时关注响应性及知识溢出在旅游直播情境下对观众旅游意愿的影响机制。从实践层面, 本研究为旅游主播提供了高效互动及目的地推广的策略。
Propósito
En las retransmisiones turísticas en directo (TLS), los organizadores se esfuerzan por captar la atención de los espectadores respondiendo de forma rápida a sus peticiones y aportando conocimientos relacionados con el turismo. Sin embargo, la eficacia de estas prácticas en el contexto de la retransmisión turística en directo sigue sin estar clara. Por consiguiente, este estudio, basado en la teoría del flujo, trata de descubrir los efectos de la capacidad de respuesta y la difusión de conocimientos en la intención de viajar de los espectadores.
Diseño/metodología/enfoque
Se recogieron 319 cuestionarios válidos para examinar el modelo propuesto. Seguidamente, se aplicó la técnica de ecuaciones estructurales con mínimos cuadrados parciales (PLS-SEM) mediante el software SmartPLS para analizar los datos de la encuesta.
Resultados
Se concluye que la capacidad de respuesta mejoraría la experiencia de flujo de los espectadores y el apego al destino, fomentando su intención de viajar. Además, se comprueba que la difusión de conocimientos fortalece la relación entre (1) la capacidad de respuesta y la intención de viajar y (2) la capacidad de respuesta y la experiencia de flujo.
Originalidad/valor
La presente investigación amplía el enfoque de los estudios existentes en la investigación turística al aproximar los efectos de la capacidad de respuesta y la difusión de conocimientos sobre la intención de viajar de los espectadores en el contexto de retransmisiones turísticas en directo. Desde el punto de vista práctico, los resultados aportan ideas para que los streamers empleen estrategias de interacción apropiadas con los espectadores, proporcionándoles respuestas instantáneas y transmitiéndoles conocimientos relacionados con el turismo.
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Prinka Dogra, Aubid Hussain Parrey, Bhawna and Umair Akram
This study aims to integrate the social cognitive theory and flow theory to examine how e-skills self-efficacy (ESSE) and trust-building self-efficacy (TBSE) impact work-related…
Abstract
Purpose
This study aims to integrate the social cognitive theory and flow theory to examine how e-skills self-efficacy (ESSE) and trust-building self-efficacy (TBSE) impact work-related flow in remote work. It also explores how work-related flow (WOLF) mediates the connection between these factors and employee resilience (ER) in the context of the growing shift toward remote work.
Design/methodology/approach
The study tested an empirical mediation model with 535 remote workers from Indian organizations that adopted remote work either before or during the pandemic. Hypotheses were tested using Hayes’ PROCESS macro.
Findings
The study confirmed the direct influence of ESSE and TBSE on WOLF. Moreover, a mediation analysis demonstrated that WOLF significantly mediates the association linking ESSE, TBSE and ER.
Practical implications
This study, evaluating experienced remote employees in the quaternary sector, offers data-driven insights for informed organizational decisions. These findings aims to guide HR and training departments in formulating recruitment and training strategies, emphasizing digital skill development to enhance knowledge and skills effectively.
Originality/value
This study highlights the need for remote workers and organizations to be aware of the challenges of remote work. It is among the first to explore the link between ESSE, TBSE and ER, addressing psychological factor, i.e. WOLF, often overlooked in organizational contexts.
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Hoang Tran Phuoc Mai Le, Tianbao Ren and Jungkun Park
This paper aims to investigate the key characteristics of parent brands and the relationships among customer perceived value (a second-order construct containing financial…
Abstract
Purpose
This paper aims to investigate the key characteristics of parent brands and the relationships among customer perceived value (a second-order construct containing financial, functional, individual and social attributes), parent brand loyalty and the willingness to pay for a premium extended brand. Moreover, the moderating effect of self–brand integration on the influences in the model is examined.
Design/methodology/approach
Data were collected in two countries, the USA (n = 535) and China (n = 511), through an online survey. Structural equation modeling and a multi-group analysis were used to analyze the data.
Findings
The results show that perceived quality and premium brand authenticity are two important predictors of perceived value. The relationships among perceived value, parent brand loyalty and willingness to pay for an extended premium brand were significantly supported. In addition, self–brand integration was found to moderate the relationship between perceived value and loyalty to the parent brand.
Practical implications
Wine marketers and managers can use recommendations to establish effective brand extension strategies to help the industry know what essential characteristics of a parent brand to focus on and maintain sustainable development through the customer–extended brand relationship.
Originality/value
Previous researchers have discussed wine consumption behaviors or branding strategies. By limiting combining two theories (flow theory and the theory of planned behavior), this paper proposes a chain of behaviors to optimize customer experience to develop a brand extension strategy based on key characteristics of the parent brand.
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Yasmin Yaqub, Tanusree Dutta and Swati Dhir
Grounding on the goal-setting theory and flow theory, this study explored the mechanism underlying the association between transfer design (TD); identical elements and training…
Abstract
Purpose
Grounding on the goal-setting theory and flow theory, this study explored the mechanism underlying the association between transfer design (TD); identical elements and training transfer (TT). Specifically, the authors explored a moderated mediation process of trainer performance and motivation to improve work through learning (MTIWL) that has received less consideration in the TT literature.
Design/methodology/approach
Data were collected using the retro-perspective survey method. The first survey was administered offline (t1: the day when leadership intervention was completed. Subsequently, trainees were requested to participate in an online survey (t2: 12–14 weeks later). In all, 355 executives participated.
Findings
The results of structural equation modeling (SEM) analyses suggested that trainees’ MTIWL mediational impact between leadership intervention triggers (transfer design and identical elements), and TT was supported. In addition, the indirect impact of these variables on TT was found to be significant when the trainer had high performance than when it was low. This confirmed the trainer’s performance as a potential moderator in the TT process.
Practical implications
This study is limited to the exploration of leadership intervention variables on TT. The findings have implications for leadership professionals and scholars who use leadership intervention and motivation metrics to predict TT.
Originality/value
This study offers a moderated mediation mechanism for enhancing TT through leadership intervention triggers. The proposed conceptual model included MTIWL as mediator and trainer performance during leadership intervention as moderator.
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HaeJung Maria Kim and Swagata Chakraborty
The study aims to explore the digital fashion trend within the Metaverse, characterized by non-fungible tokens (NFTs), across Twitter networks. Integrating theories of diffusion…
Abstract
Purpose
The study aims to explore the digital fashion trend within the Metaverse, characterized by non-fungible tokens (NFTs), across Twitter networks. Integrating theories of diffusion of innovation, two-step flow of communication and self-efficacy, the authors aimed to uncover the diffusion structure and the influencer's social roles undertaken by social entities in fostering communication and collaboration for the advancement of Metaverse fashion.
Design/methodology/approach
Social network analysis examined the critical graph metrics to profile, visualize, and cluster the unstructured network data. The authors used the NodeXL program to analyze two hashtag keyword networks, “#metaverse fashion” and “#metawear,” using Twitter API data. Cluster, semantic, and time series analyses were performed to visualize the contents and contexts of communication and collaboration in the diffusion of Metaverse fashion.
Findings
The results unraveled the “broadcast network” structure and the influencers' social roles of opinion leaders and market mavens within Twitter's “#metaverse fashion” diffusion. The roles of innovators and early adopters among influencers were comparable in collaborating within the competition venues, promoting awareness and participation in digital fashion diffusion during specific “fad” periods, particularly when digital fashion NFTs and cryptocurrencies became intertwined with the competition in the Metaverse.
Originality/value
The study contributed to theory building by integrating three theories, emphasizing effective communication and collaboration among influencers, organizations, and competition venues in broadcasting digital fashion within shared networks. The validation of multi-faceted Social Network Analysis was crucial for timely insights, highlighting the critical digital fashion equity in capturing consumers' attention and driving engagement and ownership of Metaverse fashion.
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Bijeta Shaw, Sanjit K. Roy, Ankit Kesharwani, Sebastiaan van Doorn and Arnold Japutra
The increased usage of smartphones has made mobile payment services (MPS) popular among millennials, but it is uncertain if this shift in behavior is temporary due to situational…
Abstract
Purpose
The increased usage of smartphones has made mobile payment services (MPS) popular among millennials, but it is uncertain if this shift in behavior is temporary due to situational factors like the pandemic or a long-term trend due to technological advances. This study uses the diffusion of innovation (DOI) literature to assess an integrated model including smartphone addiction, technology-related and consumer-related factors that influence consumers' intention to use MPS. It also explores the interplay of situational variables and smartphone addiction in shaping this relationship.
Design/methodology/approach
The authors base the conceptual model on the theory of rational addiction and the theory of optimal flow. This model is then empirically validated through data collected from seven hundred users of MPS in India. Research hypotheses are tested using structural equation modeling and multi-group analysis.
Findings
The study finds that smartphone addiction has a positive impact on millennials' perceived advantages, compatibility, trialability and observability of MPS but does not significantly affect their perceived complexity or risk. The results also suggest that the relationship between smartphone addiction and MPS is moderated by situational factors. In low-priority situations, smartphone addiction strengthens millennials' perceptions and intentions to use MPS, while in high-priority situations, situational factors overshadow the impact of smartphone addiction.
Originality/value
The findings of the study enable organizations to capitalize on smartphone addiction-driven MPS adoption behavior to sustain long-term usage behavior by appropriately understanding the context/situation which drives MPS adoption.
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Felix Friederich, Ramon Palau-Saumell, Jorge Matute and Jan-Hinrich Meyer
Digital natives constitute a substantial part of consumers nowadays. Yet, a theoretical understanding of the factors driving their engagement with new-age digital services is…
Abstract
Purpose
Digital natives constitute a substantial part of consumers nowadays. Yet, a theoretical understanding of the factors driving their engagement with new-age digital services is lacking. This study therefore aims to examine digital natives’ continuance usage of the proliferating over-the-top (OTT) services. To address these objectives, the study uses a comprehensive model that primarily integrates perceived value, cognitive absorption and customer brand engagement theories.
Design/methodology/approach
Data were collected using an online personal questionnaire targeting active digital natives OTT service users using the online software tool SurveyMonkey. A sample of 1,415 digital natives was analysed using structural equation modelling.
Findings
The findings indicated that continuance usage is predicted by all three theories. The results illustrate that cognitive absorption and customer brand engagement are the most critical in enhancing continuance usage. Gender effects on digital natives’ value perceptions were found. The model explains 57% of the variance in users’ continuance usage.
Originality/value
The study adds valuable contributions to the existing literature that are relevant to digital natives’ engagement with new-age digital services. The proposed integrated model and the role of gender in value formations provide managers with novel insights when designing effective strategies to increase continuance usage for the largest consuming generation.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2022-0133
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