Search results

Product trials are an effective way to influence consumer attitudes. While research has established several factors that influence whether consumers will try a product or not, it is less understood how marketers can optimize the trial experience itself. The purpose of this paper is to explore flow as an optimal state and the factors that give rise to it during a product trail.

This research consists of three experimental studies in which people trial new music. This paper explores the ability of curiosity to optimize consumers’ flow experience during the trial and their attitudes toward the trialed product. This paper manipulates curiosity before the trial using information about the music (Study 1) and music previews (Study 3) and also demonstrates that curiosity is naturally elevated among those high in openness to experience (Study 2).

The results demonstrate that curiosity before a product trial fosters an optimal experience during the trial in the form of flow states, defined as an enjoyable state of full engagement, which in turn mediates more positive attitudes toward the trialed product. This paper demonstrates that curiosity can be evoked using product information or a preview of the content and can vary based on individual differences in openness to experience. The relationship between curiosity and flow is moderated by the valence of the information that is used to elicit curiosity, such that negative-valence information thwarts the relationship.

While the studies conducted by the authors focus on the positive influence of curiosity in the trial of music, the effects may be different for other products. These studies are also limited to two different manipulations of curiosity.

This research has implications for marketers, as it demonstrates the relevance of flow and how to enable it in product trials to optimize effectiveness. The manipulations also demonstrate how to manage the amount of information that is given to consumers before they trial a product.

This research reveals that flow states optimize the product trial experience. This research also advances the understanding of the relationship between curiosity and flow by moderating their relationship with the valence of information that elicits curiosity. The findings also broaden the relevance of curiosity and flow in marketing by demonstrating their benefits within product trials.

The purpose of this study is to specifically look at the relationship between reliable network reliance and entrepreneurial performance.

To help achieve the study objective, 450 rural farmer-entrepreneurs from Jiangsu, Anhui, Guangxi and Zhejiang Provinces were randomly selected. The study concentrated mainly on entrepreneurs who have engaged in entrepreneurial activities the past five or more years.

This study’s findings show that network reliance has direct and indirect effects on entrepreneurial performance through external networking behaviour. The result further shows that external networking behaviour partially mediates the relationship between network reliance and entrepreneurial performance. On the moderation effect on entrepreneurial orientation (EO), the result reveals that it strengthens the relationship between external networking behaviour and entrepreneurial performance. The result shows that EO has a direct effect on entrepreneurial performance. The paper introduces behavioural component of network to entrepreneurial performance. The study concludes that external networking behaviour of entrepreneurs is key in entrepreneurship as it improves relationships among actors and thereby translating into an improved performance.

The paper brings to light the need to reconsider extension education by including elements of networking to enable rural entrepreneurs derive full benefits of their entrepreneurial ventures.

This paper explores innovation adoption in inter-organizational healthcare networks. The authors develop theoretical speculations to investigate better the role of artificial intelligence (AI) as an innovative tool to improve buyer-supplier relationships, creating better performance outcomes.

The research is based on a theoretical investigation aiming at exploring the role of AI-based solutions for managing buyer-supplier relationships. The conceptual approach allows us to identify some research streams (e.g. co-working collaborations in supply chain management) by proposing a matrix that helps clarify the analysis's directions.

The results show the importance of AI that can help the operator in accessing supplier information, including current prices, available stocks, and delivery status, thereby reducing the risk of information asymmetry. AI is intended not only as a technology tool but also as an innovative solution to promote business relationships and support vertical alliances through the value chain between buyer and supplier.

This paper can help healthcare actors examine the choices behind their operational strategies by providing transparency of the activities and availability of information in real-time. Finally, our study reflects the future directions to enhance the cooperation and innovation adoption among healthcare operators.

The purpose of this paper is to discuss how enterprises can effectively perceive and use the digital opportunities brought about by digital technologies and dynamic environments and how they can enhance their capabilities to realize digital transformation and adapt to the development of the digital economy era.

Based on the windows of opportunity theory and strategic cognition theory, this paper conducts an empirical analysis of the questionnaire data of 268 enterprises and discusses the influence of external windows of opportunity and internal windows of opportunity on the digital transformation of enterprises, as well as the action mechanism of strategic cognition and entrepreneurship.

The results show that both the external windows of opportunity and the internal windows of opportunity have significant positive effects on the digital transformation of enterprises. Strategic cognition plays a partial mediating role in the external windows of opportunity and the internal windows of opportunity influencing the enterprise digital transformation process. Entrepreneurship plays a positive regulatory role in the process of external windows of opportunity and internal windows of opportunity influencing strategic cognition.

This paper deepens the relationship between internal and external windows of opportunity and enterprise digital transformation and contributes a new theoretical cognition. This paper integrates the strategic cognition theory to clarify the complex process mechanism of digital transformation using external situational opportunities and internal capabilities. This paper introduces entrepreneurship into the path mechanism of digital transformation and expands the characteristics of the study of digital transformation antecedents to the individual level within the enterprise.

Social network and being a part of an established business network helps in the acquisition of resources. The purpose of this study specifically looked at the mechanisms through which network reliance (NR) influences the entrepreneurial performance (PERF) among rural farmer entrepreneurs in China.

The paper looks at the economic sociology perspective of social networks. A total of 450 rural farmer entrepreneurs were interviewed for the study. The study introduces emotional intelligence (EI) and entrepreneurial orientation (EO) into the relationship between NR, knowledge acquisition (KA) and entrepreneurial PERF.

The result shows that KA partially and positively mediates the relationship between NR and entrepreneurial PERF. EO is shown to moderate the relationship between KA and entrepreneurial PERF apart from its direct effect on entrepreneurial PERF. The EI of rural farmer entrepreneurs has a direct and significant effect on KA but does not moderate the relationship between NR and KA.

This study provides a new direction for extension education to rural farmer entrepreneurs. Knowledge building capacity programmes for rural farmer entrepreneurs should be an area of priority for extension education. Building the social capital and entrepreneurial capacities of rural farmer should be a new area of focus for policymakers. These measures will go a long to improving the capabilities of rural farmer entrepreneurs, which will, in turn, impact positively on their PERF.

The aim of the article is to develop a framework for assessment for contemporary commercial music (CCM) in a music department that is still organised in a traditional way. Assessment of CCM in tertiary institutions and external graded music exams were described and analysed, followed by the presentation of an assessment framework.

This research design is a content analysis. Data was collected through purposive sampling of primary sources of CCM syllabi. These syllabi are used descriptively and analytically for comparison.

The major findings from the content analysis are presented as an assessment framework for CCM. The assessment framework has implications for teaching and learning vocal CCM at both undergraduate and postgraduate in higher education.

The study focused on the development of assessment criteria for CCM, in a music department where no degree specialisation for CCM exists, and CCM is manifested in the principal instrument only. The framework for assessment may be useful to practitioners and academics who are attempting to introduce CCM in classically oriented music departments and where external constraints prohibit the introduction of a degree specialising in CCM.

This article presents an authentic assessment framework for CCM, that considers its style and performance practices.

This study aimed to estimate the economic benefits of PM2.5 emission abatement by Red Pine, Pinus Koraiensis and Quercus, using a metering model analyzing the amount of PM2.5 absorption in Korea.

To estimate the economic effects of PM2.5 adsorptions by trees, the frequency of hospital visits resulting from respiratory and circulatory diseases was estimated using a Probit model based on the data from National Health and Nutrition Survey.

The results show that Quercus and Pinus Koraiensis absorb and eliminate the largest amount of PM2.5. Reducing 1 ton of PM2.5 emission through the planting of trees leads to lower incidences of respiratory and circulatory diseases equivalent to the amount of 95 million won. When the trees planted are 2-year-old Red Pine, Pinus Koraiensis and Quercus, the resulting economic benefits of the PM2.5 abatement would amount to 481 million won, 173 million won and 1,027 million won, respectively. If the trees are 80 years old, the economic benefits are estimated to be 73 billion won for Red Pine, 103 billion won for Pinus Koraiensis and 38 billion won for Quercus.

One limitation of this study is that the weight of PM2.5 adsorbed by each leaf area entirely depended on the experimental results from a prior study and the values are likely to be different from those actually absorbed in natural surroundings. In addition, because of the lack of data from a domestic survey on the surface of leaf area or the reload flow rate of PM2.5, this study referred to data from foreign research. Unfortunately, this specific data may not reflect climatic and terrain characteristics specific to the target country. We used the annual wind speed to calculate the reload flow rate and elimination volume; however, the figures could be more accurate with hourly or daily climate variations. When estimating the health benefits of changes in PM2.5 emissions on respiratory and circulatory diseases, more segmented access to patients' hospital visits and hospital admissions are desirable. Finally, the study focused on the three major tree species of Korea, however, a more detailed study of PM2.5 reduction by various tree types is needed in the future.

This paper quantitatively assessed the amount of PM2.5 adsorption by each of the three tree species. Then, the economic benefits were calculated in terms of how much money would be saved on hospital visits thanks to the reduced PM2.5 levels and lower incidences of respiratory and circulatory system diseases. The net contribution of this study was to prove the trees' function of reducing PM2.5 as it relates to human health. We focused on the most common trees in Korea and compared them to provide new information on the species.