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1 – 10 of 138Wen Hua, Yidong Liu, Zongdeng Zhang, Meng Li and Xiaofan Yu
To gain a deeper understanding of the determinants impacting the intention of Chinese young consumers to utilize virtual try-on apps (VTOs), this study adopts a modified version…
Abstract
Purpose
To gain a deeper understanding of the determinants impacting the intention of Chinese young consumers to utilize virtual try-on apps (VTOs), this study adopts a modified version of the electronic technology acceptance model (e-TAM). The primary objective is to investigate how consumers' characteristics influence their post-use feelings, subsequently affecting their attitude towards VTOs and their intention to use them. Additionally, this research aims to explore potential gender differences within this process.
Design/methodology/approach
In this study, a sample of 243 college students from a university in China was recruited to participate in on-site software use. A total of 227 valid questionnaires were collected and used for data analysis. Structural equation modeling (SEM) was employed to empirically evaluate the data and test the research hypotheses. Additionally, multiple group comparisons were conducted based on gender to examine potential differences in the acceptance process.
Findings
The findings of this study reveal a significant association between users' individual characteristics and post-use feelings. Moreover, there are notable differences between male and female students in terms of their perceptions of innovativeness, knowledge and understanding regarding post-use feelings. Notably, four variables within post-use feelings, except for perceived compatibility, are found to be predictive of attitude towards VTOs. Additionally, it is observed that attitude towards VTOs directly influences users' intention to utilize them.
Originality/value
This study contributes to the research on consumers' intention to use VTOs by examining the antecedents of post-use feelings, specifically four consumers’ individual characteristics. The findings of this study offer managerial insights for professionals to formulate marketing positioning and communication strategies.
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Inma Rodríguez-Ardura, Antoni Meseguer-Artola and Qian Fu
An integrative model that predicts users' stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users'…
Abstract
Purpose
An integrative model that predicts users' stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users' immersive experiences of presence and flow to their engagement and stickiness. Furthermore, presence is treated as a bi-dimensional construct made up of spatial feelings and the sense of being in company, and users' engagement is conceived as cognitive, affective and behavioural contributions to WeChat's marketing functions.
Design/methodology/approach
The authors develop a measurement instrument and analyse data from a survey of 917 WeChat users. They use a hybrid partial least squares-structural equation modelling (PLS-SEM) and neural network approach to confirm the reliability and validity of the measurement items and all the relationships between the constructs.
Findings
The paper provides robust evidence about the mediating influences of both utilitarian and hedonic value on users' engagement with the immersive experiences of presence and flow. An additional finding highlights the role of social norms in engagement and stickiness.
Originality/value
Rather than studying the effects of the immersive experiences of presence and flow from either a hedonic or a utilitarian perspective, the authors consider how immersive experiences shape both utilitarian and hedonic value, as well as their joint impact (along with that of social norms) on users' engagement and stickiness.
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Nisha Pradeepa S.P., Asokk D., Prasanna S. and Ansari Sarwar Alam
The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding…
Abstract
Purpose
The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding e-satisfaction and, consequently, fostering patronage intention. Among these, text-based chatbots are significant innovations. In light of this, the paper aims to develop a conceptual framework and comprehend the patronage behaviour of artificial intelligence-enabled chatbot users by using chatbot usability cues and to determine whether the social presence and flow theories impact e-satisfaction, which leads to users’ patronage intention. The current research provides insights into online travel agencies (OTAs), a crucial segment within the travel and tourism sector. Given the significance of building a loyal clientele and cultivating patronage in this industry, these insights are of paramount importance for achieving sustained profitability and growth.
Design/methodology/approach
The research framework primarily focused on the factors that precede e-satisfaction and patronage intention among chatbot users, which include social presence, flow, perceived anthropomorphism and need for human interaction. The researchers collected the data by surveying 397 OTA chatbot users by using an online questionnaire. The data of this cross-sectional study were analysed using covariance-based structural equation modelling.
Findings
Findings reveal that e-satisfaction is positively linked with patronage intention and the variables of social presence and flow impact e-satisfaction along with chatbot usability cues. There were direct and indirect relations between chatbot usability and e-satisfaction. Moreover, the personal attributes, “need for human interaction” and, “perceived anthropomorphism” were found to moderate relations between chatbot usability cues, social presence and flow.
Originality/value
The impact of chatbot’s usability cues/attributes on e-satisfaction, along with perceived attributes – social presence and flow in the realm of OTAs contributes to the human–chatbot interaction literature. Moreover, the interacting effects of perceived anthropomorphism and the need for human interaction are unique in the current contextual relations.
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Ruby S. Chanda, Vanishree Pabalkar and Sarika Sharma
This study aims to understand and analyze the aspects influencing students’ attitudes and behavior toward the use of metaverse in education. The metaverse is currently viewed as…
Abstract
Purpose
This study aims to understand and analyze the aspects influencing students’ attitudes and behavior toward the use of metaverse in education. The metaverse is currently viewed as technology with immense prospects. However, the practice of the metaverse for educational motives is rarely deliberated.
Design/methodology/approach
To assess the effect of the metaverse on students' knowledge and use of resources, general interests and attitudes toward the metaverse in education, a survey was conducted. The collected data were analyzed using a confirmatory factor analysis (CFA) in the first phase to address the various validity parameters. In the second phase, path analysis of the model was performed using structural equation modeling (SEM).
Findings
The study investigated how students intended to behave while using the metaverse for learning. The attitude toward adopting metaverse as technology is influenced by perceived utility and simplicity of use. This leads to behavioral intention as well. Studies reveal that the aspect of perceived usefulness is considered to be more significant in assessing the intention of use.
Research limitations/implications
This quantitative study contributes to the literature on metaverse, which is in the growing stage. In the educational sector, the existing studies are scarce; hence, the addition to the literature on metaverse is quite significant in the education domain.
Practical implications
The study benefits the students and the academicians because metaverse is largely considered an integral part of technology platforms, which has to be included in the learning systems eventually. There are few courses where the use of metaverse is already initiated at an introductory level, thus opening a broad spectrum of opportunities at all levels. It can provide scholars access to a massive array of resources, including multimedia presentations, interactive objects that support the delivery of lessons, videos, images and audio recordings.
Originality/value
This study adds to the existing literature by examining the impact of metaverse in education. The research focused on the students pursuing higher education who were mostly aware of metaverse and were open to the idea of learning and understanding through technology inclusion.
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Erdim Kul, Bekir Bora Dedeoğlu, Fulden Nuray Küçükergin, Marcella De Martino and Fevzi Okumus
This study investigates to what extent the values perceived by tourists throughout cultural tours impact their overall satisfaction levels and behavioral intentions related to the…
Abstract
Purpose
This study investigates to what extent the values perceived by tourists throughout cultural tours impact their overall satisfaction levels and behavioral intentions related to the destination. This study further examines the moderating role of tour guide competency in the relationship patterns concerned.
Design/methodology/approach
Empirical data were collected via a survey from 420 foreign tourists who visited Cappadocia and participated in guided cultural tours. Partial least squares-structural equation modeling was used for data analysis.
Findings
Study results reveal that the effects of quality, emotional, monetary and social value perceptions of tourists gained through cultural tour experiences on their overall satisfaction levels and the effects of overall satisfaction on recommendation and revisit intention are positive and significant. Furthermore, the moderating role of tour guide competency is significant and positive in the relationships between quality value and satisfaction and between satisfaction and revisit intention.
Originality/value
This study offers a critical analysis of discoveries concerning the pivotal role of tour guide competency within the cultural tour experience.
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Ziyi Liu, Ling Yuan, Chengcheng Cao, Ye Yang and Fanchao Zhuo
The effect of playfulness climate on employees in firms has been the subject of an increasing number of studies in recent years. Given the growing number of businesses that have…
Abstract
Purpose
The effect of playfulness climate on employees in firms has been the subject of an increasing number of studies in recent years. Given the growing number of businesses that have incorporated playfulness into their operations, it is possible to enhance the task performance and innovative performance of the younger generation of workers by rationally managing playfulness, particularly when it comes to that aspect of the workplace. Based on the conservation of resources theory, this study aims to investigate how the playfulness climate in organizations influences the change self-efficacy of the millennial workers and how to enhance their task performance and innovation performance.
Design/methodology/approach
The authors used a quantitative approach to test the relationship between the hypotheses. The survey population for this study consisted of the millennial workers in the computer sector who are involved in research and development in China. Hierarchical regression analysis was used to test the built mediation model empirically over the course of the study's three rounds of data collection, each separated by one month. Through the collection of paired questions for leadership and their subordinates, 424 valid questionnaires were obtained.
Findings
The examination of the questionnaire results supports the study's theoretical hypothesis, which states that when millennial workers sense a more playfulness work environment, it will encourage them to develop a sense of change self-efficacy. Additionally, they will be better able to handle work-related responsibilities and come up with innovative ideas as a result of change self-efficacy, which would eventually enhance the task performance and innovation performance of millennial employees.
Originality/value
By introducing the mediation of change self-efficacy, this study expands on the application of the conservation of resources theory. The research on the performance of millennial employees is complemented and enhanced by investigating the relationship between the playfulness climate and employees' task performance and innovation performance from the perspective of their sense of change self-efficacy. This study also reveals that managers should foster a positive and playfulness environment in their workplaces in order to manage the performance of millennial employees.
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Kyriakos Riskos, Paraskevi Dekoulou, Leonidas Hatzithomas and Ioanna Papasolomou
Fierce competition among over-the-top (OTT) platforms has rendered branding a precondition for consumer appeal. This study proposes a new structural equation model for OTT brands…
Abstract
Purpose
Fierce competition among over-the-top (OTT) platforms has rendered branding a precondition for consumer appeal. This study proposes a new structural equation model for OTT brands, especially Netflix, where hedonic and eudaimonic entertainment motives function as facilitators of consumer brand engagement.
Design/methodology/approach
An online survey was conducted. Structural Equation Modeling was used to build the model and test for various direct, mediation, and moderation effects.
Findings
The results suggest a multiple mediation model in which the relationship between the two types of entertainment and intention to use Netflix is sequentially mediated by consumer attention and consumer brand engagement. Moreover, this study confirms that female consumers, compared to male consumers, exhibit higher levels of consumer brand engagement when motivated by hedonic entertainment.
Originality/value
This is the first study to present a novel structural model for the content consumption of OTT brands and test the role of the two types of entertainment in the intention to use Netflix.
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Faizan Ali, Laiba Ali, Zhaoyu Gao, Abraham Terrah and Gozde Turktarhan
This empirical study uses the stimulus-organism-response (S-O-R) framework to examine the interrelationships amongst hotel websites and app quality, flow, telepresence, user…
Abstract
Purpose
This empirical study uses the stimulus-organism-response (S-O-R) framework to examine the interrelationships amongst hotel websites and app quality, flow, telepresence, user engagement and booking intentions.
Design/methodology/approach
Data from two different datasets, including users of hotel websites (N sample 1 = 257) and hotel mobile apps (N sample 2 = 292), were collected. Partial least squares (PLS-SEM) was used to test the research model.
Findings
Findings indicate that the quality of the hotel websites and mobile apps positively influences telepresence, flow and engagement. Telepresence and flow positively affect the users booking intentions for both the samples. However, for hotel website users, engagement has a no-significant effect on booking intentions. Finally, telepresence has a non-significant effect on flow, and flow has a non-significant effect on engagement for both the users of hotel websites and mobile apps.
Originality/value
This study uses two datasets to understand how hotel booking channel (hotel website and mobile app) quality leads to booking intentions by tapping into telepresence, flow and engagement.
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Amal Dabbous and Karine Aoun Barakat
The spread of fake news represents a serious threat to consumers, companies and society. Previous studies have linked emotional arousal to an increased propensity to spread…
Abstract
Purpose
The spread of fake news represents a serious threat to consumers, companies and society. Previous studies have linked emotional arousal to an increased propensity to spread information and a decrease in people’s ability to recognize fake news. However, the effect of an individual’s emotional state on fake news sharing remains unclear, particularly during periods of severe disruptions such as pandemics. This study aims to fill the gap in the literature by elucidating how heightened emotions affect fake news sharing behavior.
Design/methodology/approach
To validate the conceptual model, this study uses a quantitative approach. Data were collected from 212 online questionnaires and then analyzed using the structural equation modeling technique.
Findings
Results of this study show that positive emotions have indirect effects on fake news sharing behavior by allowing users to view the quality of information circulating on social media in a more positive light, and increasing their socialization behavior leading them to share fake news. Negative emotions indirectly impact fake news sharing by affecting users’ information overload and reinforcing prior beliefs, which in turn increases fake news sharing.
Research limitations/implications
This study identifies several novel associations between emotions and fake news sharing behavior and offers a theoretical lens that can be used in future studies. It also provides several practical implications on the prevention mechanism that can counteract the dissemination of fake news.
Originality/value
This study investigates the impact of individuals’ emotional states on fake news sharing behavior, and establishes four user-centric antecedents to this sharing behavior. By focusing on individuals’ emotional state, cognitive reaction and behavioral response, it is among the first, to the best of the authors’ knowledge, to offer a multidimensional understanding of individuals’ interaction with news that circulates on social media.
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Xuan Tai Mai, Thu Thi Trinh and Chris Ryan
Food delivery apps (FDAs) have rapidly developed due to mobile technologies, changes in modern consumption and increased online use during the COVID-19 pandemic. Despite this, the…
Abstract
Purpose
Food delivery apps (FDAs) have rapidly developed due to mobile technologies, changes in modern consumption and increased online use during the COVID-19 pandemic. Despite this, the platforms are struggling to build a stable customer base and make a profit. This study combined tech-driven motivators in an information system success model (ISSM) and emotional attachment operated by affect transfer theory (ATT) to explain why people might continue to use an FDA.
Design/methodology/approach
An online quantitative cross-sectional survey was carried out via the Prolific platform. Data were collected from 416 FDA users and analyzed to test the hypotheses using the partial least squares based structural equation modeling.
Findings
The study found that system quality, information quality and emotional attachment directly influence the continued use of FDA. Moreover, the results suggest that perceived social interactivity and perceived playfulness are significant antecedents of emotional attachment.
Research limitations/implications
The findings of this study enrich the current literature on continuance intention in online food delivery services by integrating the technology- and affective-based factors. The findings also provide various practical implications for app designers and marketers to foster an emotional bond with users, resulting in high retention rate.
Originality/value
The study proposes the integrated framework of ISSM and ATT for enhancing understanding of consumer behaviors in the post-adoption stage for FDA.
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