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This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable experiences, and the subsequent effect on tourists’ word-of-mouth (WOM) and VR continuance intention.

The research model was tested using self-administrated survey data from 285 Chinese tourists who were experienced in travel and VR tourism activities. Partial least squares–structural equation modelling was adopted to perform latent variable analysis.

VR interactivity elements, including synchronicity, two-way communication and active control, play a considerable role in driving tourists’ VR memorable experiences, which in turn drive tourists’ WOM and VR continuance intention.

Cross-sectional, single country data was used and thus the generalisability of the findings may be limited. Future research is recommended adopting a longitudinal approach to compare the relationship between constructs in countries with diverse cultures.

The findings provide guidance for tourism marketers to use the interactive features of VR, including synchronicity, two-way communication and active control, to drive tourists’ memorable experiences and thereby strengthen tourists’ referral and continuance intention.

Scholarly attention on the importance of VR interactivity in driving tourists’ memorable experiences and behavioural intention is limited. This study contributes to the tourism marketing literature by empirically testing the research model to reveal the importance of VR interactivity elements, including synchronicity, two-way communication and active control, to drive tourists’ VR memorable experiences and behavioural intentions.

虚拟现实交互在COVID-19时代中构建难忘的游客体验和采纳意向的作用

本研究旨在检验虚拟现实 (VR) 交互元素的影响, 包括同步性、双向通信和主动控制, 对游客的VR 难忘的经历, 以及对游客口碑 (WOM) 和 VR 的持续意向。

该研究模型采用来自285名体验过旅行和VR旅游活动的中国游客的调查数据进行了测试。偏最小二乘 - 结构方程模型（PLS-SEM）用来执行潜在的变量分析。

VR交互元素, 包括同步性、双向通信和主动控制, 在推动游客 VR 难忘体验方面发挥了相当大的作用, 进而推动游客的口碑和VR持续意向

使用了横断面的单一国家数据, 因此调查结果的普遍性可能有限。建议未来的研究采用纵向比较方法来比较具有多元文化不同国家为背景的构象之间关系。

研究结果为旅游营销人员利用VR的交互特性, 包括同步性、双向交流、主动性控制, 来驱动游客难忘的体验, 从而加强游客的推荐和继续意向

学术界对 VR 交互性在构建游客的难忘经历和行为意图的重要作用的研究仍然有限。本研究有助于旅游营销文献通过实证检验研究模型揭示VR交互元素的重要性, 包括同步性、双向通信、和主动控制, 构建游客的 VR 难忘体验和行为意图。

In the era of digital evolution, companies are increasingly deploying digital platforms to optimize operational efficiencies and to connect with customers more directly. However, little is known about whether and how companies can leverage digital platforms to enhance their brand prestige. Integrating insights from the resource-based view of the firm into the branding literature, this study aims to compare and distinguish the effects of the two digital platform functions, technical and social functions, on a company’s brand prestige. This study also assesses the moderating roles of two institutional factors, market uncertainty and brand imitation.

This study estimates a moderated regression model using a survey of 240 companies in China that deploy digital platforms. This study uses SPSS 24.0 to perform regression analysis.

The study finds that technical functions positively, whereas social functions negatively affect brand prestige. Moreover, the technical functions of digital platforms are more beneficial for companies to build their brand prestige when the market is turbulent and the extent of brand imitation is high, whereas, under the same conditions, social functions lead to lower brand prestige.

There are several limitations of this study that offer future research opportunities. First, due to the difficulties of data collection, measures were taken from the same source for which common method bias could be a potential concern. Second, this study considered two institutional boundary conditions in these models. Future research should consider mediators as well as other potential moderators to understand the underlying mechanisms of how digital platforms affect brand prestige. Third, future studies may develop better constructs to manifest these two types of digital platform functions. Finally, this sample was limited to companies in China.

This study provides important implications for companies leveraging digital platforms to build brands. First, companies must distinguish between the different functions of digital platforms. The findings reveal that companies that leverage digital platforms to build brand prestige are suggested to make greater use of technical functions yet should be cautious in developing social functions. Second, this research suggests although market uncertainty and brand imitation are not conducive to enhancing brand prestige, it is possible for companies to take advantage of these unfavorable environments to better serve niche customers.

Prior marketing studies emphasize the benefits of digital platforms and largely overlook the double-edged sword effect of digital platforms on companies’ brand building. This study contributes to the marketing literature by revealing the benefits of technical function and the challenges of social function in driving brand prestige in complex institutional settings.

This study examines the effects of incentive compensation and guanxi, a type of informal personal relationship between people, on the objectivity of Chinese internal auditors. Given that the objectivity of internal auditors is essential for promoting financial reporting quality, it is important to investigate the effectiveness of internal audit functions, especially in emerging markets where the corporate governance mechanisms designed to promote objectivity are less mature.

The research employs a 2 × 2 between participants experiment with 116 graduate accounting student participants.

After controlling for internal auditors’ ethicality, we find that close-guanxi between management and internal auditors and incentive compensation in the form of bonuses based upon meeting earnings targets both have the capacity to impair the objectivity of Chinese internal auditors. Participants were more tolerant of management’s attempts to manage earnings when there was close guanxi or bonus compensation. Further, compensation structure only influenced internal auditors’ support of management when guanxi was distant, but when there was close guanxi between internal auditors and management, internal auditors were unlikely to challenge management regardless of the compensation structure.

The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature namely (i) market orientation, (ii) entrepreneurial orientation and (iii) brand orientation and their effects on the business performance of a focal international SME.

The study is based upon a sample of 104 Swiss international firms and a questionnaire is used to capture their inter-firm marketing collaborations. Existing, well-established scales for market, brand, and entrepreneurial orientation were used and modified to capture the inter-firm dimension. The data was analysed using regression analysis.

Inter-firm market and entrepreneurial orientation have a significant positive influence of both market and financial performance. However, no significant impact was found for inter-firm brand orientation.

We show that collaboration within the marketing area is of critical importance for international SME in order to enhance their performance. Dealing with the increasing complexity and uncertainty in the global environment, we argue that international SMEs are especially dependent on improving their marketing collaborations in order to strengthen their competitive advantage. One main contribution is also to conceptualize and operationalize inter-firm marketing collaborations into a measurable empirical phenomenon, including scales that can also be used by other researchers in future studies.

The purpose of this paper is to develop an understanding of changing business control patterns that may be critical for firms, in order to manage effective enterprise information infrastructures in and through the Chinese market.

This paper presents a typology that shows four types of Chinese market penetration and development, in terms of level of foreign management control and level of foreign ownership control. The model is illustrated through case examples of US, Korean, and Chinese firms.

The paper shows that sustainable design and management of enterprise information infrastructures require continuous awareness of changes in corporate management and ownership control.

The transition paths among the four different types of global operations provide a rich basis for further theory development in the areas of the global supply chain practices beyond the Chinese market. Future research is needed to identify key variables that define the level of management and ownership control.

The typology and transitions paths presented in this paper may be a valuable road‐map for firms that are considering the Chinese market. In the course of implementing global supply chain strategies, foreign firms operating in China face complex business challenges, including multiple performance requirements, environmental regulations and cultural differences. In designing and managing effective enterprise information infrastructures, firms need to be conscious of both internal and external changes related to their management and ownership control. An understanding of changing business control patterns is critical if firms are to sustain effective enterprise information infrastructures in and through the Chinese market.

China is a potential global supply chain base. Global firms must consider carefully the extent of foreign management and ownership control with which they enter the Chinese market. These two dimensions are useful in analyzing the behavior and strategic options of global firms in this market.

This paper aims to develop a culturally sensitive model based on the Chinese Confucian philosophy and normative ethics, which emphasizes the wholehearted social responsibility of a Junzi (a noble man). Analogous to the popular marketing concept and strategic marketing orientation concepts, the authors define the Junzi concept as a business philosophy and Junzi orientation as the implementation of this philosophy. It proposes a Junzi orientation has a positive influence on companies' performances.

An 18-item scale comprising five dimensions: (1) Ren – benevolence, humaneness; (2) Yi – appropriateness, righteousness; (3) Li – propriety, harmonious differentiation; (4) Zhi – wisdom, knowledge management; and (5) Xin – integrity, trustworthiness, was developed to measure Junzi orientation. A total of 423 questionnaires were collected from different industries in Hong Kong, and confirmatory factor analyses were conducted.

The multidimensional behavioral construct of Junzi orientation scale was reliable and valid. The data supported that Junzi orientation has a positive influence on companies' performances.

The paper suggests that Junzi orientation could enhance a firm's competitive advantage.

This paper develops a culturally sensitive business orientation scale based on Chinese Confucianism and normative ethics.

The purpose of this paper is to reveal the influence of organizational identification (OI) on organizational citizenship behavior (OCB) directed toward organization (OCB-O) and OCB directed toward individuals (OCB-I), and explore the moderating effects of turnover intention (TI) and the differences of the moderating effects of supervisors’ ratings of leader–member exchange quality (LMX-L) and subordinates’ ratings of LMX quality (LMX-S) in the process.

Based on social exchange theory, this study took administrative staff of private small and medium enterprises in China as population. A paired-samples design was used, and 437 valid paired samples were collected finally. Data analyses were conducted by using structural equation modeling.

OI indicated a positive influence on both OCB-O and OCB-I. TI showed a negative moderating effect on the positive relationship between OI and OCB-I, but no significant moderating effect on the positive relationship between OI and OCB-O. LMX-L and LMX-S were not in one same direction and showed different moderating levels. LMX-L had no significant effects on the relationship between OI and OCB-O, nor did on the relationship between OI and OCB-I. On the other hand, LMX-S strengthened both the positive relationship between OI and OCB-O, and the positive relationship between OI and OCB-I.

This study explored the relationships from social exchange perspective, found that OCB-O and OCB-I had different formation mechanisms and should be explored as distinct variables, and confirmed that it was necessary to use the paired-samples design when studying dyadic phenomena.

This paper aims to investigate how to improve new product performance in turbulent circumstances of emerging economies.

This paper used regression analysis to examine the performance impact of customer relationship management (CRM) and product development management (PDM) concentration strategy in new product development (NPD). A detailed contingent analysis of the market and institutional environments in emerging economies is also conducted based on a survey of 114 Chinese high-tech manufacturers.

The research findings show that PDM has a stronger positive effect on new product performance than CRM in emerging economies and that the contingent effects of the market and institutional environment vary. More specifically, technological turbulence and enforcement inefficiency can positively moderate the relationship between CRM and new product performance, whereas the moderating effect of market turbulence on CRM is negative. Meanwhile, enforcement inefficiency negatively moderates the effect of PDM on new product performance, while the moderating effect of market turbulence on PDM is positive.

This paper is limited to a survey of high-tech manufacturing enterprises in China. Further research should continues to explore and document the strategic issue about NPD in emerging economies by longitudinal study.

This paper contributed to theoretical and practical initiatives on the strategic issue of NPD and provided firms a further understanding of how to select the right NPD strategy in emerging economies to improve new product performance.

This paper aims to investigate the impact of external stakeholders-related corporate social responsibility (CSR) activities (local community and suppliers) on customer value co-creation behavior. This study also aims to examine the mediating role of relationship marketing orientation (RMO) on the relationship of CSR activities and customer value co-creation behavior.

The main problem of dichotomy between customers and the management was existing in banking sector so that’s why through purposive sampling, banking customers were selected for data collection through a self-administered questionnaire. Structural equation modeling was used to test the proposed hypotheses.

The present study found that both local community-related and supplier-related CSR activities have a positive impact on customer value co-creation behavior. Relationship marketing orientation mediates between the link of CSR activities and customer value co-creation behavior. The strength of RMO in CSR supplier and customer value co-creation behavior is found to be more dominant.

This study is restricted to one country under-investigation; therefore, it can be replicated with a larger and more geographically diverse sample.

This study offers insights to the banking sector that local community-related CSR activities contribute to the value co-creation behavior and minimize the social problems of Pakistan.

The findings of this study highlight that top management of banks can enhance the customer’s participation in services by using valuable CSR activities. The results imply the importance of interactions between the recipient of services and service providers. Stakeholder theory has previously been applied to examine stakeholders’ value maximization; this study uses stakeholder theory to examine shareholders’ value co-creation.

Este estudio investiga el impacto de las actividades de responsabilidad social corporativa (RSC) relacionadas con las partes interesadas externas (comunidad local y proveedores) en el comportamiento de co-creación del valor del cliente. Este estudio también tiene como objetivo examinar el papel mediador de la orientación del marketing relacional (OMR) en la relación de las actividades de responsabilidad social corporativa y el comportamiento de co-creación del valor del cliente.

El principal problema de dicotomía entre los clientes y la gerencia existía en el sector bancario, por lo que a través de un muestreo intencional, los clientes bancarios fueron seleccionados para la recolección de datos a través de un cuestionario auto-administrado. Con el fin de verificar las hipótesis propuestas, se empleó un modelo de ecuaciones estructurales.

El presente estudio encontró que tanto las actividades de RSC relacionadas con la comunidad local como las relacionadas con los proveedores tienen un impacto positivo en el comportamiento de co-creación del valor del cliente. La orientación del marketing relacional media entre el vínculo de las actividades de responsabilidad social corporativa y el comportamiento de co-creación del valor del cliente. La fuerza de la OMR en el comportamiento de co-creación del valor del cliente y el proveedor de RSC se encontró que era más dominante.

Este estudio se limita a un único país, por lo tanto, podría ser replicado con una muestra más amplia y con mayor diversidad geográfica.

Este estudio ofrece información al sector bancario de que las actividades de RSE relacionadas con la comunidad local contribuyen al comportamiento de co-creación de valor y minimizan los problemas sociales de Pakistán.

Los resultados de este estudio ofrecen a la alta dirección de los bancos la posibilidad de mejorar la participación de los clientes en los servicios mediante la utilización de valiosas actividades de RSC. Los resultados implican la importancia de las interacciones entre el receptor de los servicios y los proveedores de servicios. La teoría de las partes interesadas se ha aplicado anteriormente para examinar la maximización del valor de las partes interesadas; este estudio utiliza la teoría de las partes interesadas para examinar la co-creación de valor de los accionistas.

The purpose of this paper is to design a model-based bilateral teleoperation method to improve the feedback force and velocity/position tracking for robotic-assisted tasks (such as palpation, etc.) under constant and/or varying time delay with environment dynamic property. Time delay existing in bilateral teleoperation easily destabilizes the system. Proper control strategies are able to make the system stable, but at the cost of compromised performance. Model-based bilateral teleoperation is designed to achieve enhanced performance of this time-delayed system, but an accurate model is required.

Viscoelastic model has been used to describe the robot tool-soft tissue interaction behavior. Kevin-Boltzmann (K-B) model is selected to model the soft tissue behavior due to its good accuracy, transient and linearity properties among several viscoelastic models. In this work, the K-B model is designed at the master side to generate a virtual environment of remote robotic tool-soft tissue interaction. In order to obtain improved performance, a self perturbing recursive least square (SPRLS) algorithm is developed to on-line update the necessary parameters of the environment with varying dynamics.

With fast and optimal on-line estimation of primary parameters of the K-B model, the reflected force of the model-based bilateral teleoperation at the master side is improved as well as the position/velocity tracking performance. This model-based design in the bilateral teleoperation avoids the stability issue caused by time delay in the communication channel since the exchanged information become position/velocity and estimated parameters of the used model. Even facing with big and varying time delay, the system keeps stably and enhanced tracking performance. Besides, the fast convergence of the SPRLS algorithm helps to track the time-varying dynamic of the environment, which satisfies the surgical applications as the soft tissue properties usually are not static.

The originality of this work lies in that an enhanced perception of bilateral teleoperation structure under constant/varying time delay that benefits robotic assisted tele-palpation (time varying environment dynamic) tasks is developed. With SPRLS algorithm to on-line estimate the main parameters of environment, the feedback perception of system can be enhanced with stable velocity/position tracking. The superior velocity/position and force tracking performance of the developed method makes it possible for future robotic-assisted tasks with long-distance communication.