Search results
1 – 6 of 6Zi Juan Lai, Mei Kei Leong, Kim Leng Khoo and Sarabjit Kaur Sidhu
This study is among the first to integrate the technology acceptance model (TAM) and value-based adoption model (VAM) in the context of augmented reality (AR) shopping. It…
Abstract
Purpose
This study is among the first to integrate the technology acceptance model (TAM) and value-based adoption model (VAM) in the context of augmented reality (AR) shopping. It assesses how consumers' rational (TAM) and emotional (VAM) factors influence their intention to use AR in online shopping via perceived value and consumer engagement.
Design/methodology/approach
This study uses a quantitative research approach and employs a standardized survey questionnaire distributed on social media platforms to recruit Gen Z members who are potential buyers or users of AR technology. SmartPLS 4.0 was used to test the responses of 204 respondents.
Findings
The results indicate that consumers who perceive a higher value of AR in shopping are inclined to use AR in their future shopping when AR shopping is easy to use, useful, personalized, innovative and provides a highly engaging experience. Interestingly, perceived sacrifice did not influence perceived value. This study confirms that integrating TAM and VAM is instrumental in capturing value, which in turn influences engagement and the intention to use AR in online shopping.
Originality/value
This study further extends the conceptualization of AR perceived value by combining rational components derived from TAM and VAM, thus leading to a sturdy and theoretically grounded framework. In addition, this study contributes to the literature on extended reality, namely AR shopping, and helps brand managers manage highly evolving AR experience for Gen Z.
Details
Keywords
Kian Yeik Koay, Ser Zian Tan, Izian Idris, Mei Kei Leong and Chee Wei Cheah
The consumption of bubble tea is a huge phenomenon in Southeast Asia, and many bubble tea stores have been decorated uniquely in an attempt to attract more consumers. Hence, the…
Abstract
Purpose
The consumption of bubble tea is a huge phenomenon in Southeast Asia, and many bubble tea stores have been decorated uniquely in an attempt to attract more consumers. Hence, the purpose of this study is to investigate the influence of servicescape on experiential value and its influence on consumers' responses (i.e. eWOM, revisit intentions and willingness to pay a price premium) based on the Stimulus-Organism-Response framework.
Design/methodology/approach
This research project gathered survey data from 289 consumers of bubble tea. The collected data underwent analysis employing a statistical technique known as partial least squares structural equation modelling to examine and understand the relationships between different variables within the dataset, offering insights into consumer behaviour and preferences regarding bubble tea consumption.
Findings
The results show that factors such as facility aesthetics, seating comfort and cleanliness positively affect experiential value. However, layout accessibility and signs and symbols do not affect experiential value. In addition, experiential value positively affects eWOM, revisit intentions and willingness to pay a price premium.
Originality/value
The importance of servicescape in physical stores within the restaurant setting has been extensively documented in existing literature. However, there is a notable lack of research addressing the influence of servicescape on consumer responses, particularly within the bubble tea context. This study stands out as one of the few endeavours to examine the impacts of servicescape on consumer responses within the bubble tea industry.
Details
Keywords
Kian Yeik Koay and Mei Kei Leong
The purpose of this study is to examine the factors influencing consumers' intentions to use drone food delivery services from the perspective of the theory of consumption values…
Abstract
Purpose
The purpose of this study is to examine the factors influencing consumers' intentions to use drone food delivery services from the perspective of the theory of consumption values (TCV).
Design/methodology/approach
Data collection involves the utilisation of self-administered questionnaires. Subsequently, 305 data were gathered from Malaysian consumers and subjected to analysis through partial least squares structural equation modelling (PLS-SEM).
Findings
This study demonstrated that functional, social, emotional and epistemic values, as well as personal innovativeness, can strongly predict intentions. However, neither the conditional value nor environmental concerns were significant predictors of intentions.
Originality/value
The study is the first of its kind to use the TCV from the perspective of a developing country to understand consumers' intentions to use drone food delivery services.
Details
Keywords
Kian Yeik Koay and Mei Kei Leong
This study aims to investigate the influence of perceived luxuriousness on consumers’ revisit intentions via the mediating effects of positive and negative emotions based on the…
Abstract
Purpose
This study aims to investigate the influence of perceived luxuriousness on consumers’ revisit intentions via the mediating effects of positive and negative emotions based on the Stimulus-Organism-Response (SOR) model. In this context, “luxuriousness” specifically refers to the richness of furnishings, including the visual allure of aesthetic design and the surrounding cues.
Design/methodology/approach
A quantitative approach using a survey method is employed to analyse the collected 289 data from consumers of bubble tea. Partial least squares structural equation modelling is chosen as the main analytical approach to examine the research model.
Findings
The results showed that perceived luxuriousness has a significant positive influence on positive emotion and a significant negative influence on negative emotion. Furthermore, positive emotion positively affects revisit intentions, whereas negative emotion negatively affects revisit intentions. Positive emotion mediates the relationship between perceived luxuriousness and revisit intentions, but negative emotion does not.
Originality/value
In terms of theoretical contributions, this study contributes to the SOR model by exploring the influence of perceived luxuriousness on revisit intentions via the mediating effects of emotions in the bubble tea context, which has not been previously examined by past studies. In terms of managerial implications, this study provides insights into how to leverage the element of luxury to encourage consumers to revisit bubble tea stores.
Details
Keywords
Mei Kei Leong, Karen Tsen Mung Khie, Aqilah Yaacob, Thivashini B Jaya Kumar and Thanuja Rathakrishnan
Artificial Intelligence (AI) is widely used in higher education teaching and learning. This trend of AI integration will continue to emerge within the education system. To stay…
Abstract
Artificial Intelligence (AI) is widely used in higher education teaching and learning. This trend of AI integration will continue to emerge within the education system. To stay ahead of the curve in the education realm, educators shall involve the usage of AI in teaching activities, assessments, and learning experiences. This book chapter aimed to highlight the challenges faced by higher education while proposing refined solutions to educators in involving the usage of AI tools in their teaching pedagogy. The suggested solutions were drafted from three different perspectives of AI to be integrated into its curriculum, namely the 3As triadic approach. Activities are identified as the essential asset to fostering a collaborative learning environment encouraging students to make use of cocreated AI in activities creation. Meanwhile, assessment preparation requires rigorous restrictions on AI usage to portray higher order thinking skills while abiding by ethical guidelines and legal framework. Academic content is prudent in ensuring latest findings and research are credible while bridging the gap between interactive academic materials with students' learning outcomes. Concurrently, we highlighted several approaches to achieve AI collaborative learning and enhance students' experience.
Details