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This research investigates the role of customer forgiveness as the result of online service recovery transparency in predicting customer engagement. It also examines the moderating roles of timeliness and personalization in this proposed model.

An online survey study using retrospective experience sampling and a scenario-based experimental study were conducted to test the proposed hypotheses.

Customer forgiveness positively influences customer engagement and plays a mediating role in the relationship between service recovery transparency and customer engagement. Additionally, timeliness and personalization moderate the positive influence of service recovery transparency on customer forgiveness. The positive influence of service recovery transparency on customer forgiveness is more apparent when levels of timeliness and personalization decrease.

To retain focal customers' engagement after a service failure, firms must obtain their forgiveness. One of the firm's online complaint handling strategies to increase the forgiveness level of focal customers is to provide a high level of service recovery transparency (i.e. responding to their complaints in a public channel), especially when the firm is unable to respond to online complaints quickly or provide highly personalized responses.

This research provides new insights into the underlying mechanism of customer engagement by applying the concept of customer forgiveness. It also contributes to the social influence theory by applying the essence of the theory to explain how other customers' virtual presence during the online complaint handling influences the forgiveness of focal customers in order to gain their engagement. Additionally, it provides insight into the conditions under which the role of service recovery transparency can be very effective in dealing with online complaints.

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.

Understanding how to develop users’ word of mouth to promote a virtual community (VC) is an important issue in VC management. The purpose of this paper is to investigate the factors that lead to VC participation and promotion from a social influence perspective.

This research recruited 368 VC (i.e., Fashion Guide) members in Taiwan and used structural equation model to test research hypotheses.

The results showed that both shared vision and language positively influenced norm of reciprocity and social identity, respectively. Norm of reciprocity and social identity influenced VC participation intentions, and subsequently resulted in VC promotion intentions.

Prior studies neglect investigating the relationships between the three social influence processes (internalization, compliance and identification). This study contributes to the literature by proposing that internalization affects VC participation and promotion via compliance and identification.

This research investigates whether and how perceived firm remorse (PFR) influences consumers’ coping behaviors in the digital media service recovery context. It also examines how an apology should be delivered to generate PFR.

In Study 1, 452 mobile application service users were recruited for a survey study, and Structural Equation Modeling was used to test the research hypotheses. In Study 2, 1,255 mobile application service users were recruited for an experimental study.

Study 1 shows that PFR negatively influences blame attribution and positively influences emotional empathy. Emotional empathy negatively affects coping behaviors. According to this study, blame attribution and emotional empathy do not have any serial mediation effect on the relationship between PFR and coping behaviors. Only emotional empathy mediates the effect of PFR on coping behaviors. Study 2 finds that response time and apology mode jointly influence PFR.

This research establishes the relationship between PFR and coping behaviors and shows the mediating role of emotional empathy in this relationship.

Service providers should consider response time and apology mode, as the two factors jointly influence the extent of PFR, which affects consumers’ coping behaviors through emotional empathy. A grace period, in which PFR does not decrease, is present when a public apology is offered. Such an effect does not exist when a private apology is offered.

This research explains how PFR influences coping behaviors and demonstrates how apology mode moderates the effect of response time on PFR in the digital media service recovery context.

The purpose of this paper is to propose and empirically test a customer retention contingency model in service failure settings. Specifically, this research investigates how service recovery satisfaction (SRS) influences the relationship quality (RQ)-behavior chain. It also examines the moderating role of RQ and switching cost (SC) in the proposed model.

A two-part survey study was performed and 303 valid responses from banking services users were obtained. The structural equation modeling was used in order to test the research hypotheses.

The results of this study show that SRS influences purchase intentions and behavior via RQ. In addition, SC moderate the effect of RQ on purchase intentions whereas RQ moderates the effect of purchase intentions on purchase behavior.

From a managerial standpoint, this research provides implications for service recovery management. In particular, the findings indicate the importance of RQ. When a service failure occurs, RQ not only mediates the effect of SRS on purchase intentions, but also facilitates transforming behavioral intentions into actual behavior.

This research fills a void in the service recovery literature by linking service recovery performance to the RQ-behavior chain.

The purpose of this paper is to investigate if brand might affect consumers’ response to replacing size-zero models (SM) with average-sized models (AM) in advertising and how individuals’ psychological states might underlie consumers’ reactions.

Three studies manipulating brand and model body size were conducted and advertising images to female individuals differing in self-esteem were exposed.

This research finds that brand moderates consumers’ model evaluation. Participants evaluated AM as being more attractive than SM for new brands, whereas for well-established brands associated with SM, participants rated both AM and SM as being equally attractive. Self-esteem shapes participants’ evaluation of AM and SM. For new brands, low self-esteem individuals evaluated AM as being more attractive than SM, whereas high self-esteem individuals evaluate AM and SM as being equally attractive. The results are consistent, regardless of whether it is a luxury and a generic brand. These results emerged for both model attractiveness rating and product evaluations.

A better understanding of the relative consequences of the use of AM versus SM is essential for more effective policy initiatives and better targeted marketing campaigns.

Limited research has documented the possible effects of brand on individuals’ responses to AM as opposed to SM. How individuals of different psychological characteristics may react distinctively to advertisements containing AM versus stereotype SM has not yet been explored until this study. This research takes the first step to bridge these knowledge gaps by looking into how brand and perceiver psychological characteristics jointly work with model features to determine how consumers perceive the AM as opposed to SM. This study provides empirical and comparative evidence of the advantages of using AM and SM in print media.

The purpose of this paper is to propose an innovative service model regarding the public library’s pilot project in Taiwan – Borrowing Books from Convenience Stores (BBCS). The proposed model presents a comprehensive evaluation of patrons to enhance readers’ intention to adopt this innovative library service.

A structured questionnaire was used to collect data from the users of the public library and convenience stores in Taiwan. Structural equation modeling was used to analyze the data.

The main findings of this study make both theoretical and practical contributions. First, this study explores the library’s extending service to convenience stores, and proposes an integrated BBCS model for the library’s innovative service. Second, the identification of influential factors, such as control influence, social interaction and perceived values of convenience, contributes to a marketing strategy for this innovative service offered by the library. Third, gender differences in some relationships of influential factors on BBCS use intention were identified.

Although many studies have investigated the adoption of self-service technology, this paper is the very first attempt to explore the use of the innovative library service in convenience stores. Based on several theories, an integrated model for users’ intention to use BBCS is proposed in this study. The authors also recommend various gender-specific strategies of BBCS service.

The purpose of this paper is to develop and validate a multidimensional hierarchical scale for measuring “e-service quality variation.”

Based on the psychometric scale-development approach, qualitative and quantitative methods were employed to develop the e-SERVAR scale. A multidimensional hierarchical factor structure of e-SERVAR is proposed, along with a set of preliminary items derived from literature and the qualitative study. Furthermore, the Yahoo website in Taiwan was chosen to be the target e-service website for data collection to develop the e-SERVAR scale. A series of statistical methods (i.e. item-to-total correlations, exploratory factor analyses, CFAs and structural equation modeling) were adopted to verify construct reliability and validity as well as nomological validity of the scale.

A 41-item e-SERVAR scale based on the structure of a hierarchical factor model was developed that contains three primary dimensions (i.e. information, system and fulfillment) and nine subdimensions (information accuracy, information quantity, information timeliness, information usefulness, system reliability, system security, merchandise quality, merchandise delivery timeliness and merchandise security).

The results of this study help managers identify sources of quality variability and design efficacious strategies to reduce such variability in order to improve the overall e-service quality.

Prior research of e-service quality has paid less attention to the role of e-service quality variability. Discussion of e-service quality variability was mainly conceptual in nature. This research presents the e-SERVAR scale as a measurement tool that provides a new avenue for researchers to study how to improve e-service quality by measuring service variability.

This study aims to use “both–and” thinking of Yin-Yang philosophy to extend the field of leadership literatures and explore the influences of paradoxical leadership and emotional intelligence on organizational identification and turnover intentions of nurses.

The authors adopted a cross-sectional survey completed by 285 nurses in Taiwan. SPSS 22, PROCESS and AMOS 21 were used for data analysis.

The results reveal that paradoxical leadership has a significant positive relationship with nurses’ organizational identification and a significant negatively relationship with their turnover intentions, and organizational identification partially mediated the relationship between paradoxical leadership and turnover intentions. The results further show that emotional intelligence strengthens the effect of paradoxical leadership on organizational identification, and paradoxical leadership had a stronger indirect effect on turnover intentions through organizational identification under strong emotional intelligence.

Paradoxical leadership can strengthen managers’ abilities in dealing with interrelated and substantial issues and correspond to organizing and belonging paradoxes in holistic thinking processes. Health-care organizations must shape a coordinated institution and offer training initiatives to increase managers’ ability and attitude to control organizational rules and procedures while allowing employees’ flexibility and autonomy according to the requirements of the situation, which will maintain both organizational short-term benefits and long-term growth.

The current study aims to investigate college students' behavioral intentions to adopt e-textbooks for their studies according to well-known theoretical intention-based models.

This paper empirically assesses five theoretical models of technology acceptance, including the theory of planned behavior (TPB), the technology acceptance model (TAM), the decomposed TPB model (DTPB), the combined model of TAM and TPB (C-TAM-TPB), and the unified theory of acceptance and use of technology (UTAUT). The survey methodology and structural equation modeling (SEM) were employed to examine and compare these five models. Moreover, explanatory power, goodness-of-fit indices, and model parsimony were taken into consideration in the model comparisons.

Both TPB and TAM provided less effective but adequate predictive behavioral power. However, TPB appeared to be more parsimonious than TAM and the other models. By focusing on specific beliefs of attitude, social and control influences, DTPB shares many of the same advantages as TPB and TAM, but is less parsimonious. Similarly, C-TAM-TPB, an augmented version of TAM that incorporates social influences and behavioral control, is superior to TPB and TAM in terms of its explanatory power of behavioral intention to use e-textbooks. Overall, however, the results indicated that UTAUT appeared to be the best model in terms of the metrics of parsimonious fit and explanatory power.

Theoretical comparison of different models is important. This is believed to be the first study to present model comparisons by investigating undergraduates' intention to adopt e-textbooks as tools for their on-campus learning in Taiwan.