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The existing literature has examined the determinants of post-purchase behavioral intentions. However, less attention has been devoted to the factors that contribute to perceived usefulness of fast-food restaurants attributes. The current study considers the servicescapes and social servicescapes of restaurants as well as their relationship with customers' perceived usefulness, with the moderating role of customer experience. It also explores how perceived usefulness influences choice process satisfaction and subsequent behavioral responses, including revisit intention and negative word-of-mouth.

Data from 485 fast-food restaurant consumers in Pakistan were collected using purposive sampling. The data were analyzed using both structural equation modeling (SEM) through AMOS 24.0 and the PROCESS macro in IBM SPSS 27.0.

The research revealed that perceived usefulness in fast-food restaurant industry is positively influenced by servicescapes and social servicescapes. Similarly, choice process satisfaction is primarily caused by perceived usefulness and affects behavioral responses. It also found that choice process satisfaction is positively associated with revisit intentions and negative word-of-mouth. Customer experience significantly moderates the relationship between ambient condition, facility aesthetic, layout, perceived similarity and perceived usefulness. However, customer experience insignificant moderates the relationships of physical appearance and suitable behavior with perceived usefulness.

The findings provide insightful information for both academic and managerial fields, contributing to the literature on consumer psychology, consumer behavior, servicescapes and the stimulus-organism-response theory. The study also assists restauranteurs in the fast-food restaurant industry in overcoming the challenges posed by a highly competitive environment and developing strategies based on consumer perceptions.

This study, conducted in Pakistan, took a pioneer step in testing and confirming a novel perceived usefulness model that incorporates not only servicescapes but also social servicescapes in consumer behavior. It enhances the knowledge of consumer visit intentions by quantifying the significance of perceived usefulness developed by different servicescapes.

Experience and value creation have become integral themes for tourism service providers. This study aims to understand the role of different types of experiences in formulating customers’ perceived value. Studies on this area are scarce, especially in the cruise industry.

A research model that includes two value variables, namely, functional and wellness values, and four cruise brand experience variables, namely, sensory, affective, behavioral and intellectual factors, was tested through partial least-squares (PLS) structural equation modeling approach. A total of 389 usable cruise customer responses were obtained and analyzed using SmartPLS software.

Results revealed the relative effects of sensory, affective, behavioral and intellectual factors on perceived functional and wellness values. The positive impact of perceived value on customer satisfaction and behavioral intention and the moderating role of service expertise in the relationship between cruise experience and perceived value were examined.

Future research can examine how types of leisure facilities (e.g. casinos, restaurants, bars and shows), cultural differences (e.g. Eastern and Western) and customers’ travel characteristics (e.g. visiting purpose and companions) may influence the relationships between cruise brand experience and perceived value.

From a practical point, the relationships among multidimensional cruise brand experience, functional and wellness values, customer satisfaction, revisit intention and service expertise provide a clue on how cruise brands can enhance customers’ perceived value to retain current customers.

This study contributes to literature by providing a theoretical framework and empirical evidence for predicting and explaining cruise customers’ behavior. From a managerial perspective, this study identified critical factors that are essential to value creation and discussed the implications of predictive factors on developing marketing strategies that enhance customers’ positive attitude and behavior toward the cruise brand.

By adopting retrospective evaluation theories, this study aims to explain how innovations provided by separate suppliers in the tourism value chain influence tourist’s perceived value of the overall experience and further uncover which innovative product attributes are more effective in improving tourist perceptions of the overall value.

A survey yielded 584 valid responses from tourists who had experienced specific tourist product innovations during their travels. Structural equation modelling was used to test the proposed theoretical model.

The results reveal that tourists evaluate overall travelling experience value either by recalling an intense, impressive moment (i.e. a heuristic approach) or through an evaluation of the overall utility gained from the whole trip (i.e. a normative approach). Furthermore, innovations that are perceived as increasing convenience and enabling learning contribute to tourists’ overall value perception through both normative and heuristic approaches, while immersion resulting from innovation only contributes to overall perceived value through the heuristic approach.

Given the complex service ecosystem of tourism destinations, each tourism service provider should consider how innovations contribute to the experience of the whole trip and which attributes of innovations increase tourists’ overall perceived experience value.

This study complements existing knowledge by revealing the relationship between product innovation in tourism sectors and tourists’ perceived value of the whole trip. Moreover, it offers a theoretical framework for further investigation into service product innovation in hospitality and tourism industry.

To influence consumer pre-purchase decision-making processes, such as brand selection and perceived brand experience, brands are interested in adopting hyperconnected technological stimuli, such as artificial intelligence, augmented reality (AR), virtual reality, social media and tech devices. However, the understanding of different hyperconnected touchpoints remained shallow and results mixed in previous literature, despite the fact that these touchpoints span different technological interfaces/devices and may influence consumer brand selection. This paper aims to solidify the conceptual underpinnings of the role of online hyperconnected stimuli, which may influence consumer psychological reactions in terms of brand selection and experience.

This paper is conceptual and presents a discussion based on extant literature from various international publishers.

The authors revealed different technological stimuli in the online hyperconnected environment that may influence consumer online hyperconnected brand selection (OHBS), perceived online hyperconnected brand experience (OHBE), perceived well-being and behavioral intention.

The conceptual understanding of OHBS and perceived OHBE was mixed and inconsistent in previous studies. This paper brings together extant literature to establish the conceptual understanding of antecedents and outcomes of OHBS, i.e. perceived OHBE, perceived well-being and behavioral intention, and presents a cohesive conceptual framework.

The relationship between internationalization efforts of businesses and resulting performance has long been debated in the international marketing literature. Specially, under the environmental uncertainty, perception and experience of managers are important for internationalization performance.

This study proposes an integrated research framework and mechanism between perceived international risk and international marketing performance, adopting international experience as moderator variable and entry mode as mediating variable. Survey was conducted on 1,612 managers of 420 Chinese international enterprises by email and received 463 valid questionnaires.

The results show that there is a significant negative relationship between perceived international risk and international performance. Direct influence and perceived international risk have an indirect influence on international performance through entry mode; the influence on the international performance from perceived international risk is moderated by international experience, the regression coefficient between perceived international risk and international performance is the quadratic function of international experience.

Different from previous literature, this study found the complex relationship between risk and performance.

Based on text content analysis using big data, this study aims to explore differences in guest perceptions of peer-to-peer accommodations before and after COVID-19 to provide suggestions for the development of these properties in China postpandemic.

A guest perception dictionary was established by collecting Ctrip customer reviews of peer-to-peer accommodations. After data cleaning, thematic word analysis and semantic association network analysis were used to explore perceptions and thematic differences before and after COVID-19.

This research constructed a multidimensional framework of guest-perceived values for peer-to-peer accommodation in the context of COVID-19. The findings showed that the emphasis on functionality in peer-to-peer accommodation changed; perceived emotional values associated with peer-to-peer stays were more complex; perceived social values decreased, host–guest interactions were reduced and online communication became a stronger trend; tourist preferences for types of experiences changed, and people changed their destination selections; perceived conditional value was reflected in perceived risks, and the perceptions of environmental health, service and physical risks increased.

This research has constructed a multidimensional framework of tourist perceived value on the basis of peer-to-peer accommodation context and epidemic background and has thus shown the changes in tourist perceived value of peer-to-peer accommodation before and after COVID-19.

To the best of authors’ knowledge, this research constitutes the first attempt to explore the perceptual differences for peer-to-peer accommodations before and after COVID-19 based on an extensive data set of online reviews from multiple provinces of China.

The purpose of this paper is to present the exploratory research into the moderating influence of perceived risk on credit card usage and experience link and to know, among various types of risks, which risk is mostly perceived by credit card users. The study also investigates the dimensions of usage and service experience and their relative significance in credit card industry.

The data were collected from 220 credit cardholders working in the various business and service units operating in Gandhi Nagar area of Jammu city.

The study captures a clear and strong moderating effect of perceived risk on usage and service experience link. Time risk appeared to be the strongest moderator. Further, sense of security and confidence benefits emerged as the strongest predictors of usage and service experience, respectively.

The study is based on single financial service only, i.e. credit card. To generalise the results in financial and allied sectors, such as banking, retail or travel, where credit card usage is highly prevalent, this study need to be extended in future research. Further, influence of customer income, occupation and education on credit card use can also be seen in the future. Finally, focus can also be given to the identification and testing of risk-reducing strategies in future research.

There is no previous research on Indian credit card industry which examined the influence of perceived risk on its use among Indian customers and subsequently on their experience.

The purpose of this paper is to answer “Why do Chinese consumers use IOT systems?” and “Do consumers’ cognitive and affect experiences moderate the relationship between psychological perception factors and perceived usefulness?”

In-depth interview with consumers and experts had been conducted and then the perceived psychological factors that influence perceived usefulness had been summarized. Based on a survey test of 337 smart home users, this study applies partial least squares technique analysis to test the research model.

The research results show that perceived psychological factors (perceived ease of use, perceived intelligence, perceived convenience and perceived privacy risk) have significant effect on the intention and behavior of IOT systems usage through perceived usefulness. Cognitive experience moderates the relationship between perceived ease of use and perceived usefulness, perceived privacy risk and perceived usefulness; affect experience moderates the relationship between perceived ease of use and perceived usefulness.

The current study mainly tested the antecedents of consumers’ usage of IOT systems, and the outcome of using the system was not investigated. Future research can examine the outcome (e.g. satisfaction, perceived value) by using the expectation-confirmation theory.

This study provides a useful insight into the key driving factors in consumers’ intention and behavior of using IOT systems. The previous studies over IOT systems have not observed consumers’ perception of IOT systems, but in fact IOT systems are being applied to more and more personal users.

Virtual reality (VR) offers unprecedented immersion and interactivity in education, and working and learning from home have become the norm during the COVID-19 pandemic. This study empirically investigated the factors affecting the use of a VR online learning system (VROLS).

To explore factors affecting users’ continuance behavioral intentions toward using VROLSs, a research framework was formed comprising factors that constitute benefits (i.e. pull factors) and costs (i.e. push factors); these factors included perceived value, flow and social influence. The data for this study were collected via online survey questionnaires. A total of 307 valid responses were used to examine the hypotheses in the research model, employing structural equation modeling (SEM) techniques.

Perceived value, flow experience and the number of peers using VR primarily affect the decision to adopt a VROLS. The pull factors of spatial presence, entertainment and service compatibility, along with the push factors of complexity and visual fatigue, affect perceived value. Therefore, we conclude that perceived value is a primary factor positively influencing both flow experience and the decision to adopt the service.

This study contributes to a theoretical understanding of factors that explain users’ intention to use VROLSs.

Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption behavior of E-payment systems that employ smart card technology becomes a research area that is of particular value and interest to both IS researchers and professionals. However, research interest focuses mostly on why a smart card-based E-payment system results in a failure or how the system could have grown into a success. This signals the fact that researchers have not had much opportunity to critically review a smart card-based E-payment system that has gained wide support and overcome the hurdle of critical mass adoption. The Octopus in Hong Kong has provided a rare opportunity for investigating smart card-based E-payment system because of its unprecedented success. This research seeks to thoroughly analyze the Octopus from technology adoption behavior perspectives.

Cultural impacts on adoption behavior are one of the key areas that this research posits to investigate. Since the present research is conducted in Hong Kong where a majority of population is Chinese ethnicity and yet is westernized in a number of aspects, assuming that users in Hong Kong are characterized by eastern or western culture is less useful. Explicit cultural characteristics at individual level are tapped into here instead of applying generalization of cultural beliefs to users to more accurately reflect cultural bias. In this vein, the technology acceptance model (TAM) is adapted, extended, and tested for its applicability cross-culturally in Hong Kong on the Octopus. Four cultural dimensions developed by Hofstede are included in this study, namely uncertainty avoidance, masculinity, individualism, and Confucian Dynamism (long-term orientation), to explore their influence on usage behavior through the mediation of perceived usefulness.

TAM is also integrated with the innovation diffusion theory (IDT) to borrow two constructs in relation to innovative characteristics, namely relative advantage and compatibility, in order to enhance the explanatory power of the proposed research model. Besides, the normative accountability of the research model is strengthened by embracing two social influences, namely subjective norm and image. As the last antecedent to perceived usefulness, prior experience serves to bring in the time variation factor to allow level of prior experience to exert both direct and moderating effects on perceived usefulness.

The resulting research model is analyzed by partial least squares (PLS)-based Structural Equation Modeling (SEM) approach. The research findings reveal that all cultural dimensions demonstrate direct effect on perceived usefulness though the influence of uncertainty avoidance is found marginally significant. Other constructs on innovative characteristics and social influences are validated to be significant as hypothesized. Prior experience does indeed significantly moderate the two influences that perceived usefulness receives from relative advantage and compatibility, respectively. The research model has demonstrated convincing explanatory power and so may be employed for further studies in other contexts. In particular, cultural effects play a key role in contributing to the uniqueness of the model, enabling it to be an effective tool to help critically understand increasingly internationalized IS system development and implementation efforts. This research also suggests several practical implications in view of the findings that could better inform managerial decisions for designing, implementing, or promoting smart card-based E-payment system.