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The purpose of this paper is to identify the antecedent factors – perceived usefulness (PU), perceived switching cost (PSC) and perceived web security (PWS) – affecting learners’ attitude toward online lecture website (ATW), which, in turn, affects electronic word of mouth (eWOM) and finds the factor that online lecture business should focus on the most to make learners have positive attitude.

This paper investigates the functional relationship among those five constructs; and examines the moderating role of personal interactivity. Data were collected from learners who had taken online lectures and were using social network sites, and a research model was analyzed using structural equation modeling.

The results show that PU and PSC positively influence ATW but PWS has no significant influence on ATW; PU is the most influential factor to ATW; ATW positively influences eWOM; personal interactivity has a moderating effect on some paths; and path coefficients are higher in the high-interactivity group than the low-interactivity group for all the links except the link from PU to ATW.

This paper contributes to online lecture business by understanding learners’ perception and behavior to the websites. Unlike many previous studies, this study designates eWOM as dependent variable and personal interactivity as moderation variable. This study shows interesting results occurred between low- and high-interactivity groups.

The nature of retail service varies from personal service to the provision of greater ambience. Indeed, anything that adds value to the merchandise itself can be considered part of the service provided by the retailer. The focus of this paper is on that part of retail service that involves direct interactivity between the store and the customer. There are two main types of physical interactivity, namely personal service and store design and atmosphere. This paper aims to develop constructs of these two types of interactivity and analyse their impact on store loyalty. An extra dimension is added to this study by contrasting the role of service between superstores and traditional specialist stores in two retail categories. A key finding was that the major difference between the service provided by superstores compared to traditional specialist stores relates to store design and atmosphere. This leads to the suggestion that the recent wave of superstores has ushered in a new paradigm of retail service, one with elevated emphasis on self‐service principles. A further finding was that store design and atmosphere was one of the more important determinants of store loyalty. The paper shows that superstores have revolutionised the nature of retail service, mainly by more effective configuration of self‐service, mediated through store design.

Extending on flow theory, the purpose of this paper is to explore how interactivity (human-to-human interactivity and human-to-machine interactivity) and personal beliefs (perceived attractiveness, personal involvement, and perceived uncertainty) impact flow experience; this study also investigates how flow experience is related to replay intention. Furthermore, this is the first study to explore the relationship between perceived uncertainty and challenges in online gaming.

The proposed research model was empirically evaluated using survey data collected from online game players. The evaluation was conducted using partial least squares of structural equation modeling.

The findings revealed that flow experience was a significant predictor of replay intention. Four antecedents of flow (telepresence, focused attention, skills, and challenges) had a positive influence on flow experience. Interactivity (human-to-human interactivity and human-to-machine interactivity) and personal beliefs (perceived attractiveness, personal involvement, and perceived uncertainty) influenced these antecedents. Moreover, human-to-human interactivity exerted a greater impact on the flow experience antecedents than did human-to-machine-associated interactivity. This study reveals that human-to-human interactivity is most crucial to the effective development of online games. In addition, the author find that utilitarian motivations have positive moderating effects on the relationship between flow and replay intention. Finally, additional practical and managerial implications are discussed.

Few empirical studies have explored the moderating role of utilitarian motivations. This original study analyzed how utilitarian motivations moderate the relationships between flow and replay intention of online game players. Moreover, this is one of the first studies to explore the characteristic of uncertainty and its role in the context of online game playing.

As social media platforms continue to have an increased presence in influencer marketing, researchers and practitioners are seeking ways to optimize the use of these platforms. The purpose of this study is to investigate the effect of brand encroachment, a level of brand's control over the promotion executed by social media influencers (SMIs), on the importance of interactivity of SMIs.

This study examined the effect of brand encroachment on interactivity whilst examining the mediating effects of both passion and personal power. The study was an online, one-factor between-subjects design comparing high level of brand encroachment vs low level of brand encroachment.

The results of the experimental study suggest that as brand encroachment decreases, there is an increasing importance of being interactive. In addition, with lower brand encroachment, SMIs portray more personal power and passion toward the product or service being promoted.

As influencers create communities via increased levels of engagement, authenticity and relatability, it is of paramount importance that SMIs build relationships through interactivity in low-brand encroachment settings. Brands should offer more opportunities for SMIs to be interactive with their audience, while intrinsically building their personal power and passion as sources for these interactions.

Given the emergent nature of i‐branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i‐branding to create brand equity.

Within a case‐study approach, seven cases were developed from an initial sample of 20 food businesses. Additionally, utilising secondary data, the analysis of findings introduces relevant case examples from other industrial sectors.

Specific internet tools and their application are discussed within opportunities to create brand equity for products classified by experience, credence and search characteristics. An understanding of target customers will be critical in underpinning the selection and deployment of relevant i‐branding tools. Tools facilitating interactivity – machine and personal – are particularly significant.

Future research positioned within classification of goods constructs could provide further contributions that recognise potential moderating effects of product/service characteristics on the development of brand equity online. Future studies could also employ the i‐branding conceptual framework to test its validity and develop it further as a means of explaining how i‐branding can be managed to create brand equity.

While previous research has focused on specific aspects of i‐branding, this paper utilises a conceptual framework to explain how diverse i‐branding tools combine to create brand equity. The literature review integrates fragmented literature around a conceptual framework to produce a more coherent understanding of extant thinking. The location of this study within a classification of goods context proved critical to explaining how i‐branding can be managed.

An increasing number of consumers are turning to the Internet to make their purchases. Yet, many e‐tailers are going out of business or retrenching. If e‐tailers hope to attract and retain satisfied online shoppers, they need to know what evaluative criteria consumers use when selecting an e‐tailer. Past research has provided some insight into what characteristics shoppers assess in cyberspace outlets. The extant work, though, has not been without its limitations. Consequently, the present study utilizes a literature review, qualitative research, and quantitative research to identify the underlying e‐store choice dimensions of shoppers. In addition, results of multiple regression analysis show that merchandise and interactivity Web attributes are predictors of consumers' attitude toward online shopping. Implications for e‐store managers and future research are also provided.

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media advertising.

Three pre-tests and a main experiment collected responses from 459 Chinese participants in total.

Cultural posts significantly influenced brand attitudes, interest and purchase intention, and the effects were mediated by perceived reinforcement of the brand’s social media account. Informational posts added to perceived informativeness of the brand’s social media account, but were more likely to trigger a perception that the brand was conservative and distancing itself from consumers. Interactivity increased perceived closeness and reduced perceived inactiveness and conservativeness of the brand’s social media account and subsequently improved brand attitudes. Perception of brand’s social media accountfully mediated the effects of self-presentation strategies and interactivity on brand attitudes, interest and purchase intention.

Self-presentation transfers desirable brand associations to luxury brands, reinforces brand image, and subsequently influences responses to luxury brands. Interactivity largely influences relational perceptions and brand attitudes.

Curating content about brand heritage and culture creates a social media self-presentation that is effective and influential on consumers. Brand and product information satisfies informational needs. Interactivity maintains customer relationship.

A theoretical model of luxury brands’ advertising was generated from the findings.

The purpose of this paper is to identify service quality dimensions and their sub-dimensions for mobile government services. Despite studies conducted on mobile services, there is lack of a comprehensive framework of mobile government service quality. Researchers and practitioners must outline a taxonomy of mobile government service quality before they can begin to test their effects empirically. It cannot be assumed that e-government is the same as m-government. Therefore, it is important to understand the dimensions that affect mobile government service quality.

Mobile government service quality dimensions were extracted from the literature on m-government from its development and transition from e-government to service models being used. This helps understand what service quality dimensions are necessary when creating more efficient, reliable, and responsible forms of m-government. The dimensions are demonstrated within a holistic framework of m-government service quality, presented for both academic and practitioner appreciation.

This paper identifies 20 mobile government service quality sub-dimensions classified within six dimensions.

The literature on mobile government service quality is scarce. With the expectation of mobile subscriptions worldwide reaching 8 billion by 2016, it is the most lucrative time to be researching how the design of mobile government affects service quality. This paper is the first to provide information on m-government service quality dimensions available for assessment.

Purpose – The aim of this study is to analyze the influence of social media-based promotion (personal relevance, interactivity, message, brand familiarity) to consumer purchasing decision of Batik Jambi in the Asean Economic Community (AEC) era.

Design/Methodology/Approach – The sample in this study amounted to 90 people. The type of research used is explanatory research. The hypothesis itself were tested with multiple linear regression equations using the tool SPSS 21.0 for Windows.

Findings – The results of this research in which the variable of personal relevance, interactivity, message, and brand familiarity are able to explain the variable of purchasing decision is equal to 82.9%. Variables of personal relevance, interactivity, message, and brand familiarity have a significant influence on purchasing decisions either partially or simultaneously, while the message has a more dominant influence on purchasing decisions.

Research Limitations/Implications – The model significantly explains all the variables but in the future needs more testing for other variables to make the model more precise.

Practical Implications – The most dominant influence of social media-based promotional variables (personal revelance, interactivity, messege, brand familiarity) on consumer purchasing decision of Jambi’s Batik in Jambi City are analyzed.

Originality/Value – Increasing understanding about social media-based promotions to consumer purchasing decisions on Jambi’s Batik in AEC era.

The purpose of this paper is to investigate the influence of internet commonweal characteristics on consumers’ participation willingness, mainly predicated on the stimulus-organism-response model. Furthermore, co-creation value is tested as a mediator of the relationship between internet commonweal characteristics and consumers’ participation willingness, by using the project of Ant Forest issued by Ali-pay as an example.

An online questionnaire survey was conducted among Ant Forest’s consumers with a final sample of 584 valid data. Moreover, to test the hypotheses in the relationship among latent variables, structural equation model analysis was used in this study.

The findings show that openness and interactivity as two kinds of characteristics of internet commonweal have positive effect on customers’ co-creation value; while co-creation would mediate the relationship between internet commonweal characteristics and customers’ participation willingness. As a result, more co-creation value would be created between the companies and their customers for higher level of internet commonweal to gain a sustainable image.

Two managerial implications derived in this paper to explain how to manage the internet public welfare platform and how to promote the social public welfare undertakings. In short, consumers’ co-creation value, green value, personal achievement value and social relationship value would be aroused by the internet commonweal characteristics and will finally affect consumers’ participation willingness.

The originality and value in this paper is enriching the importance of customers’ co-creation value in the field of internet commonweal. And demonstrating that openness and interactivity of internet commonweal characteristics would increase customers’ co-creation value.