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This study aims to investigate the effects of hotel customers’ perceived utilitarian and hedonic values on their intention to use service robots. In addition, the influences of innovativeness, ease of use and compatibility on hotel customers’ perceived utilitarian and hedonic values were examined.

The data of the current study was collected from 11 countries including the USA, UK, Turkey, Spain, Romania, Japan, Israel, India, Greece, Canada and Brazil. A structural equation modeling was used to test the study hypotheses.

The results indicated that hotel customers’ intention to use service robots was positively influenced by their utilitarian and hedonic value perceptions. In addition, customers’ perceptions of robots’ ease of use and compatibility had a positive impact on their perceived utilitarian and hedonic values.

The findings of the current study provide unique contributions in the context of hospitality robotics technology adoption literature. In addition, this study provides valuable insights and novel opportunities for hospitality decision-makers to capitalize on, as they strive to strategize the integration of robot-based services into their operations.

本研究调查了酒店顾客感知功能性价值和享乐性价值对服务机器人使用意向的影响。此外, 本研究考察了创新性、易用性和兼容性对酒店顾客感知功能性价值和享乐性价值的影响。

本研究的数据来自美国、英国、土耳其、西班牙、罗马尼亚、日本、以色列、印度、希腊、加拿大和巴西等十一个国家, 采用结构方程模型（SEM）对研究假设进行测试。

结果表明, 酒店顾客使用服务机器人的意向受到他们对功能性价值和享乐性价值的感知的积极影响。此外, 机器人易用性和兼容性对功能性价值和享乐性价值有积极影响。

本研究的发现对酒店行业机器人技术应用文献提供了独特的贡献。此外, 本研究为酒店业的决策者提供了宝贵的见解和新机遇, 使他们能够在将机器人服务的优势整合到酒店运营中。

Impulse purchases are a phenomenon of interest in recent years that provides a high revenue stream for companies compared to planned purchases. Airports are a unique shopping environment. Travellers usually need to arrive at the airport early and can only utilise limited time to shop at duty-free stores, which makes the shopping experience time-constrained and has the potential to make impulse purchases. The main purpose of this research is to create a model to examine whether “time pressure” and “hedonic shopping motivation” lead to impulse shopping through the formation of “positive emotion” in the context of airport duty-free shops.

A questionnaire-based survey was conducted in this study. The data collection for this study targeted individuals who had previously used airline services for international travel and visited duty-free shops at international airports. A total of 502 valid subjects participated in this survey.

The findings indicated that time pressure and consumers’ hedonic motivations have a positive impact on emotions. Positive emotions have a positive impact on the occurrence of impulse purchases. Music and light can moderate the impact of hedonic motivation on emotion but cannot reduce the influence of time pressure on emotion. Social factor significantly moderates the positive association between hedonic shopping motivation and emotion.

The research collected data from various international airports and social media, enabling the findings to be generalised.

Consumers can spend their disposable income on hedonic consumption or save for the future. Their preferences were altered by the prolonged life and livelihood-threatening experiences of the pandemic. This paper aims to study the spillover effect of the pandemic experience on consumer savings attitudes and hedonic purchase preferences in the new normal.

The authors conducted 35 in-depth interviews with consumers in India. The data were analysed thematically.

The results showed that when fear of life and negative emotions of the pandemic persisted, consumers became short-term focused, moved towards materialism and increased hedonic spending. Alternatively, individuals who faced substantial financial hardships resorted to an increased preference for savings. The relationship between changes in savings orientation and hedonic consumption was found to be moderated by consumer's individual differences in financial vulnerability and life history strategies.

As the trend towards increased hedonic consumption and preference for luxury products continues, the study findings can be used to devise effective marketing strategies to tap the emerging segment of mass luxury consumption.

Despite ample work being conducted in the hedonic consumption domain, it has not been studied in conjunction with savings orientation, a significant determinant. This research links personal savings orientation with hedonic spending and substantiates that purchase decisions are cognitively weighted as a choice of discretionary spending against the opportunity to save.

The purpose of this study is to extend the research on fashion renting (FR) by investigating how personal and social motives (i.e. “subjective norms”, “perceived behavioural control”, “sustainable orientation” and “FR benefits”) affect consumers’ attitudes and intentions towards it. In addition, personality traits are investigated as potential antecedents of FR, resulting in the proposal of an overall framework that combines the theory of planned behaviour with the trait theory approach.

Data were collected in Italy from a sample of 694 consumers, mainly females (88%), with an average age of 28.8 years and coming from all over the country. The collected data were then processed via structural equation modelling.

The results indicated that intention towards FR is influenced by attitude, which, in turn, is affected by social norms, perceived behavioural control, sustainable orientation and FR benefits. Furthermore, only fashion leadership acts as a direct antecedent of FR attitude, while the need for uniqueness and materialism plays critical roles as predictors of personal and social motives. Subjective norms and perceived behavioural control also serve as mediators of the significant relationships between personality traits and attitudes towards FR.

The study provides useful implications for fashion rental companies in attracting consumers and offers a foundation for further research on transforming traditional consumption into a more sustainable one.

The study presents new knowledge on the rental phenomenon in the fashion sector by responding to the call to deepen the analysis of factors that influence consumers’ adoption of FR from the perspectives of personal and social motives and personality traits.

Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers do not have a clear understanding of what AI is and how it may mutually benefit consumers and firms. In this paper, the authors conduct an extensive review of the marketing literature, develop an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships, identify research gaps and offer a future research agenda.

The authors first conduct an extensive literature review in 16 top marketing journals on AI. Based on this review, an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships was conceptualized.

The literature review led to a number of key research findings and summary areas: (1) an historical perspective, (2) definitions and boundaries of AI, (3) AI and interactive marketing, (4) relevant theories in the domain of interactive marketing and (5) synthesizing AI research based on antecedents to AI usage, interactive AI usage contexts and AI-enabled value co-creation outcomes.

This is one of the most extensive reviews of AI literature in marketing, including an evaluation of in excess or 300 conceptual and empirical research. Based on the findings, the authors offer a future research agenda, including a visual titled “What is AI in Interactive Marketing? AI design factors, AI core elements & interactive marketing AI usage contexts.”

This study aims to explain the model of impulsive purchase behavior in the Islamic Republic of Iran’s tourism industry.

This study uses the inductive–deductive approach for data collection. Field (interviews) and library (articles, books and theses) methods have been used for data collection. After determining the research variables, content analysis units (theme, category and markers) are specified. Academic experts and professionals in the subject area helped during the model design stage.

The results reveal 14 visual attention variables which are classified into four categories: attractiveness in the market, emotional reactions, improving the shopping style of tourists and visual advertising.

This study focuses only on Iran. There is scope to expand the discussion with more interviews. The impact of the COVID-19 pandemic on tourism presented some unique challenges in participant recruitment. Future studies could focus on other Middle Eastern countries or other international areas. Moreover, future researchers could analyze other variables affecting impulsive purchase.

No other studies on tourism industry marketing have recognized the effective variables in impulsive purchase. To fill this gap, this paper explains the visual attention model in tourists’ impulsive purchase behavior.

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.

COVID-19 disrupted the lives of consumers across the globe, and the retail sector has been one of the hardest hits. The impact of COVID-19 on consumers' retail choice behaviour and retailers' responses has been studied in detail through multiple lenses. Now that the effect of COVID-19 is abating, there is a need to consolidate the learnings during the lifecycle of COVID-19 and set the agenda for research post-COVID-19.

Scopus database was searched to cull out academic papers published between March 2020 and June 6, 2022, using keywords; shopping behaviour, retailing, consumer behaviour, and retail channel choice along with COVID-19 (171 journals, 357 articles). Bibliometric analysis followed by selective content analysis was conducted.

COVID-19 was a black swan event that impacted consumers' psychology, leading to reversible and irreversible changes in retail consumer behaviour worldwide. Research on changes in consumer behaviour and consumption patterns has been mapped to the different stages of the COVID-19 lifecycle. Relevant research questions and potential theoretical lenses have been proposed for further studies.

This paper collates, classifies and organizes the extant research in retail from the onset of the COVID-19 pandemic. It identifies three retail consumption themes: short-term, long-term reversible and long-term irreversible changes. Research agenda related to the retailer and consumer behaviour is identified; for each of the three categories, facilitating the extraction of pertinent research questions for post-COVID-19 studies.

As the areas of fashion marketing are transforming, fashion show research needs to be recognised, to understand its prevalence, changing form and influence on the consumer behaviour. The paper studied the promotion strategies for the brand and products of fashion designers in Bahrain, in particular the fashion shows, its digital versions, and the factors influencing their choice. The study was conducted using the qualitative method and the detailed semi-structured qualitative interview method was employed and sample of designers and a prominent modeling agency were selected by purposive sampling technique. In-depth interviews with designers were structured to understand the fashion industry, participation in fashion shows and preference of mode of fashion show. Interviews were conducted with the modeling agency, to understand the prevalence of fashion shows, and the execution and demand of organising fashion shows. The data gathered were supported by the relevant secondary data and document analysis and presented. In the study both the forms of the fashion show viz., live and digital are discussed and compared. The digital fashion show and similar forms as short films, videos, on social media seem to be more promising, with minimum requirement of set design, wider reach, economic, ease of execution. The research suggests that physical and digital fashion shows have their advantages and disadvantages, with the choice ultimately based on the brand's goals and resources. As technology advances and the fashion industry changes, digital fashion shows are likely to play an increasingly important role in the future.

The application of mobile augmented reality (MAR) for enhancing user experiences and consumer patronizing intention has been the focus of recent MAR literature. Few studies examine the differences between apps. This study fills the research gap by examining how consumers assess their experiences with different MAR applications and how their decision-making process is performed, particularly in the setting of smartphones.

A web-based online survey was administered to collect data on consumers' perceptions of two different MAR apps: utilitarian and hedonic apps. Reliability and validity of the measurement scales, non-response bias and comment method bias were assessed. With the support of measurement model, partial least square (PLS) was employed to test the research hypotheses.

This study reveals that the technological attributes of augmented reality (AR) apps have significant effects on consumer perceptions of their utilitarian and hedonic benefits, including interactivity, visual quality, service quality, technicality and aesthetics. Moreover, this study shows that consumers of hedonic apps place more importance on their enjoyment with the MAR app; consumers of utilitarian apps focus more on the accrued functional values. The findings provide practical insights for retailers in AR marketing and application development in the MAR environment.

This study provides a comprehensive viewpoint for analyzing ongoing use and purchase intentions simultaneously in a unified theoretical framework. In addition, it compares different types of MAR apps: hedonic and utilitarian. Furthermore, it is one of the first few studies attempting to provide a comprehensive understanding of the predictive role of MAR technologies by incorporating privacy concerns into the research model based on user and gratification framework.