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Despite the potential of virtual fitting rooms (VFRs) to enhance the consumer experience, their adoption is in the preliminary stages. Little is known about inherent reasons why consumers would adopt VFRs. As consumers' attributional processes can be influenced by their enduring chronic traits, this study aims to investigate the influence of chronic regulatory focus on consumers' VFR adoptions via consumers' perceptions of value provided by VFRs. Additionally, the mediating effects of perceived functional and experiential values were examined. Further, the moderating effect of prior VFR experience was tested to allow for variations in consumer experiences.

Data were collected via an online survey of 480 consumers who have at least heard of VFRs via convenience sampling. Established measures were utilized to develop the survey questionnaire. Data were analysed using structural equation modelling to test the main model with mediation effects as well as multi-group comparisons to test the moderating effect.

Empirical results revealed that respective chronic regulatory foci, as preconceived factors that drive consumers' differences in processing, exerted significant influences on consumers' perceptions of VFRs, which, in turn, positively influenced their adoption intention. Also, perceived values mediated the relationship between regulatory foci and consumers' adoption intention. Further, prior VFR experience moderated the relationship between regulatory focus and perceived value.

The paper empirically tested the importance of chronic regulatory foci in understanding consumers' cognitive and affective attributional processes, explaining inherent psychological reasons why consumers would (not) adopt VFRs.

Visual sustainability has gained significant relevance for both firms and consumers. While the importance of perceived sustainability in package design is well researched, there is a research gap regarding divergent responses of consumers to perceived visual sustainability. This research aims to close this gap by providing deeper insights into the underlying mechanisms of perceived visual sustainability in package design. As a boundary condition, this work also investigates gender differences in response to a design’s visual sustainability.

To explore the mediating influences of cognitive (i.e. a product’s gentleness and power) versus emotional (i.e. moral satisfaction) attributes as well as the role of consumer gender in the perceived visual sustainability–purchase intention relationship, the authors extend previous research through three experiments.

Study 1 provides initial evidence supporting the main effect of perceived visual sustainability on purchase intention. Findings of Study 2 show that moral satisfaction serves as a significant driver of purchase intention for females, while power-related attributes are more influential for males. Study 3 provides additional evidence for the main effect, the interaction effect with consumer gender and underlying mechanisms.

These findings have important implications for marketers and designers aiming to design packages that appeal to different consumer groups based on their (gender-specific) values regarding visual sustainability.

This work extends the literature on green behavior by highlighting the importance of perceived visual sustainability as a factor that influences purchase intention and the role of cognitive versus affective mechanisms in shaping consumer responses to design sustainability.

The purpose of the study is to investigate the effect of terminal and instrumental values on the attitude and brand desirability for upcycled luxury designer facemasks, in relation with generic luxury designer facemasks.

A quantitative approach was adopted in this study, and data were collected via an online consumer panel from 390 existing Australian luxury consumers, aged 18 and above. Stimuli that represented the two upcycling conditions (remnants and past collections) and a control condition (generic product) from an actual Burberry-branded facemask were designed for the study. The collected data were analysed using the least partial square and multi-group analysis of the structural equation model

The findings indicate that consumers do not perceive Burberry facemasks made from upcycled remnant materials and previous collections have superior aesthetic or self-expressive benefits to them when compared to the generic Burberry masks. In the same vein, both upcycled categories do not provide superior instrumental values through economic benefits or safety when compared to the generic Burberry masks. Hence, terminal and instrumental values had no influence on the attitude and brand desirability for upcycled luxury designer facemasks, in relation with generic luxury designer facemasks.

The results indicate that strategies will have to be better designed to have a balance between safety features (as opposed to fashion) and luxury desirability of the brand to better capture the market for difference consumer values for the facemasks. As this is a relatively low involvement product, the pricing strategies must be re-evaluated.

This study offers empirical support for the proposition that different upcycling methods in the name of sustainable practices may have different functions for different consumer values in luxury marketing implementations. For the choice of facemasks during the COVID-19 pandemic, it provides empirical evidence for consumer choice for the different types and how it can be used to elevate luxury brand desirability.

This study aims to explore the impact of tourists’ perceptions of two rural destination attractiveness dimensions on tourists’ environmentally responsible behavioral intentions (ERBI). Further, the mediating effects of tourists’ green self-identity on the relationship between the perception of rural destination attractiveness and ERBI are investigated.

This study collected survey data from 188 tourists who had visiting experiences in rural attractions located in the Guangdong Province of China. Partial least squares structural equation modeling (PLS-SEM) was used to test the proposed hypotheses.

The results found that rural destination specialty fresh food attractiveness perceived by tourists was positively associated with their ERBI. Moreover, tourists’ green self-identity positively mediated the perception of rural destination attractiveness and ERBI.

This study explains how the tourists’ perceptions of two rural destination attractiveness dimensions influence their ERBI. By exploring the mediating role of tourists’ green self-identity, this study also emphasizes the transforming mechanism from tourists’ perceived experience to their ERBI. The study provides insights into nature-based tourism destination management and sustainability practices.

This study aims to explore psychological safety as a potential moderating mechanism for the relation between functional diversity and individual perceptions of learning, and functional diversity and team performance in self-assembled teams.

To test these relationships, the authors conducted a cross-level, time-lagged, quasi-experiment, using a sample of 143 self-assembled teams. In one condition, participants formed into functionally diverse teams, and in another condition, participants formed functionally homogeneous teams.

Results suggest that functional diversity and psychological safety have an interactive effect on both individual learning and self-assembled team performance, albeit in different directions. Specifically, low psychological safety was more deleterious for individuals on functionally diverse teams than functionally homogeneous teams when it came to perceptions of learning, but the opposite was true when it came to team performance.

The results of this study indicate that it is critical to train team members on developing psychological safety, both in traditional and functionally diverse contexts.

This study proposes a framework that demonstrates how the perceived value of augmented reality (AR) shopping influences the formation of psychological ownership of product and technology. The mediating role of flow experience and the moderating role of perceived control are identified.

An online survey study recruiting 480 participants who experienced AR shopping was conducted to test the hypotheses.

Functional value is negatively related to psychological ownership of product and technology whereas emotional value shows opposite effects. Flow experience mediates the relationships between functional/emotional value and psychological ownership of product and technology. Perceived control moderates the relationship between emotional value and flow experience, as well as the relationship between functional/emotional value and psychological ownership of product and technology.

The findings suggest the importance of AR’s functional and emotional values in developing psychological ownership of product and technology. To mitigate the negative effect of functional value, AR designers should focus on creating emotionally engaging apps that induce a flow experience, thereby enhancing psychological ownership. Furthermore, AR apps should be designed to empower users with a sense of control in the AR experience.

This research contributes to the AR and psychological ownership literature. It introduces a model that can explain both the formation of psychological ownership of product and psychological ownership of technology, thereby expanding the current understanding. By adding perceived values as antecedents of psychological ownership, it enriches the psychological ownership literature. Moreover, it enhances the flow experience literature by demonstrating the role of flow experience in the formation of psychological ownership of product and technology.

This study aims to investigate the impact of several factors on customer satisfaction and intention of reusing ride-hailing services that is a new type of passenger urban transport service.

This research applied the Partial Least Squares Structural Equation Modeling analysis method to examine the measurement scale and to analyze the primary data collected from 388 passengers in Vietnam.

This study demonstrates that three dimensions of perceived value, namely, functional value, hedonic value and economic value, positively influence customer satisfaction. The other dimension of perceived value, which is social value, has an ambiguous effect on satisfaction. In addition, personal innovativeness promotes all dimensions of perceived value. In particular, this study highlights that customer satisfaction and corporate image positively impact reuse intention, and corporate image moderates the relationship between customer satisfaction and reuse intention.

This study enriches knowledge about customer behavior using services based on the sharing economy business model. In particular, theoretical and practical implications are provided for researchers and enterprises to find suitable strategies for business.

Due to advances in both software and hardware, obsolescence risk refers to the fear that a product will soon become obsolete, which can be very high for technological products such as smartwatches or smartphones. Drawing on the perceived risk theory and innovation resistance, this study examines the effects of different obsolescence risks on consumer resistance to smartwatches.

A sequential explanatory approach using a mixed method was adopted in this study. In Study 1, we conducted semi-structured and in-depth face-to-face interviews with 16 individuals to identify the most important obsolescence risks affecting consumers’ resistance to smartwatches. This qualitative study develops a novel theoretical model based on interpretive results, including technological, economic, functional, and aesthetic obsolescence risks. In Study 2, we tested our theoretical model by applying partial least-squares structural equation modeling to a sample of 298 smartwatch users.

The results show that consumer resistance to smartwatches is affected by technological, economic, functional, and aesthetic obsolescence risks.

Although most extant studies have focused on the factors influencing the adoption and use of consumer electronics, little is known about the role of obsolescence risk in consumers’ resistance to these products.

The purpose of this study is to integrate customer value theory (CVT) and protection motivation theory (PMT) to understand the factors that have an impact on customer experience, e-trust and intention to recommend, which influence the adoption behaviour of digital currency users.

A purposive sampling technique was used, and data were gathered through an online survey of 414 respondents. The measurement and structural models were tested using partial least squares structural equation modelling to establish linkages between the constructs.

Functional, emotional and social values positively impact customer experience. Furthermore, perceived severity, perceived vulnerability, response efficacy and self-efficacy had a positive impact on e-trust. E-trust positively affects customer experience and intention to use the digital currency directly. The study demonstrated that perceived value and protection motivation factors play a significant role in influencing the use of digital currency.

For managers and policymakers interested in the Indian digital currency market, it is suggested that functional utility and emotional and social benefits can enhance user satisfaction. In an e-trust model, user education to increase risk and protection awareness, effectiveness of responses and self-efficacy are critical to building e-trust.

Building on CVT and PMT’s usage in the broader financial services domain, this research empirically confirms the significance of perceived value and protection motivation factors while adopting digital currency. It provides an extensive and multifaceted approach to comprehending customer involvement and trust in digital financial services, thus enhancing the theoretical and empirical knowledge of both the fintech and blockchain industries.

Applying the value-attitude-behavior (VAB) model, this study investigated how perceived utilitarian and hedonic values (i.e. novelty and emotion) affect individuals' attitudes toward medical hotels and how these attitudes, in turn, influence their intentions to stay at medical hotels. The current study also explored the moderating impact of overall health status on the relationships between perceived utilitarian, novelty and emotional values and attitudes toward medical hotels.

The data collected from 351 individuals who spent a night in a hospital to undergo medical treatment was used in conducting structural equation modeling to evaluate the research model and test the study hypotheses.

The study results revealed that perceived utilitarian, novelty and emotional values exerted a positive influence on individuals’ attitudes toward medical hotels, consequently enhancing their intention to stay. Additionally, significant moderating impacts of overall health status on the associations between perceived utilitarian, novelty and emotional values and attitudes toward medical hotels were observed.

The study findings provide useful guidance for professionals, such as operators, marketers and managers in medical hotels. These insights can improve operational and marketing strategies, benefiting both the industry and healthcare accommodation seekers.

This study is among the first to empirically assess a theoretical model that explored the influence of individuals' value perceptions within the realm of medical hotel establishments.