Search results

The present study intends to discover and analyze the determinants of users' intention to use (ITU) drone-based online food delivery (OFD) services. The study mainly focuses on the drone-based food delivery system in India and its implications.

This study has used the purposive sampling method. With the support of the technology acceptance model (TAM) and the theory of planned behavior (TPB), a theoretical model was developed conceptually. Later, the model was validated using the partial least square-structure equation modeling (PLS-SEM) technique with consideration of 324 responses mainly from university students in Delhi- National Capital Region (NCR).

The findings reveal that all the determinants are positively and significantly related to ITU, except for perceived behavioral control that does not influence the consumer’s ITU drone-based OFD services. The study also shows that how food delivery system through drone can revolutionize the entire food delivery system in India.

The present study has developed a unique model that can be used by practitioners, future researchers in this field and policymakers in government departments. The present study is limited to Delhi-NCR in India, and thus, there is an issue of generalizability in the present study.

This study has examined the future of food delivery system through drone-based system. Thus, the leaders in the food industry will be better positioned to understand consumers' intentions to use OFD services using drones and be able to make more informed decisions about investment in drone technology in their respective organizations.

The present study has combined both the technology adoption model and the TPB and developed a theoretical model. The study enriches the literature on drone-based OFD services. Since users' acceptance of OFD services using drones is an under-researched area, the present study will make a meaningful contribution to bring the body of literature in this domain.

To date, to the best of the authors’ knowledge, the use of implicit measures in the service research domain is limited. This paper aims to introduce implicit measures and explain why, or for what purpose, they are worthwhile to consider; how these measures can be used; and when and where implicit measures merit the service researcher’s consideration.

To gain an understanding of how implicit measures could benefit service research, three promising implicit measures are discussed, namely, the implicit association test, the affect misattribution procedure and the propositional evaluation paradigm. More specifically, this paper delves into how implicit measures can support service research, focusing on three focal service topics, namely, technology, affective processes including customer experience and service employees.

This paper demonstrates how implicit measures can investigate paramount service-related subjects. Additionally, it provides essential methodological “need-to-knows” for assessing others’ work with implicit measures and/or for starting your own use of them.

This paper introduces when and why to consider integrating implicit measures in service research, along with a roadmap on how to get started.

The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related marketing; to contrast the effectiveness of YSWD and sales-based cause-related marketing campaigns and provide an explanation for the differences in the effectiveness; to explore boundary conditions of the proposed differences.

Three experiments were conducted to empirically test the differential effect of campaign formats (i.e. YSWD vs sales-based cause-related marketing), the underlying mechanism and structural as well as contextual features moderating the differential effect.

The findings suggest that YSWD messages elicit consumers’ message-sharing intentions more than traditional cause-related marketing messages. The effect is explained by consumers’ sense of empowerment and can be enhanced through donation cap non-specification. The findings further indicate that YSWD campaigns are especially fruitful in low power distance cultures.

This study contributes toward corporate donation campaign literature by focusing on the usage of social media.

From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.

This paper extends cause-related marketing literature by not only introducing the phenomenon of YSWD campaigns to the literature but also exploring strategies to enhance the effectiveness of such campaigns and shedding light on an outcome beyond the sales impact of cause-related marketing campaigns, i.e. an increase of visibility in social media. From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.

The symbolic presentation of products through images in online environments allows consumers to use or experience products only through imagination. Existing literature has demonstrated that providing sensory cues is an effective way to promote imaginative use or experience. However, such an approach seems to have been proposed for product that requires the use of body-related information (e.g. sensory information) for evaluation (high body-involving product). There is less literature on how to facilitate consumers’ imaginative use of product that requires relatively less bodily information (low body-involving product). Considering this, this research proposes a factor that influences the imaginative use of both high and low body-involving products, the character cues in the product image.

In this paper, two studies are conducted to verify the matching effect about presence or absence of character cues with product type (high body-involving vs. low body-involving) in facilitating imaginative use and the downstream effect.

The experimental results indicate that high (low) body-involving product display images are suitable for present (absent) character cues, which can promote the mental imagery of use the product, increase perceived image attractiveness and ultimately increase purchase intentions. The research also verified the influence of distance between the product and the character cues on the above effects.

We expand on the importance of character cues in product display images in an e-commerce environment and enrich the research about imaginative use in online environment.

Designing an effective metaverse experience through a tourism digital-twin platform is crucial to the success of metaverse tourism. How such a digital-twin platform should appeal to target users, however, lacks exploration. The study aims to advance a conceptual contribution by successfully creating a metaverse experience through a well-designed digital-twin platform. It also aims to show how the design science approach in tourism can enrich our understanding of digital-twin platform design elements introduced in metaverse experience design.

Guided by the design science approach in tourism, this research conceptualizes the role of digital-twin elements in metaverse experience design and proposes a one-factor between-subject experimental design to examine the effect.

This research conceptualizes how eight unique configurations of digital-twin design, which are embellished in two or three dimensions, shape tourists’ metaverse experience and physical travel intention.

The results offer operators clear strategic guidance on designing an effective tourism digital-twin platform.

This study not only identifies the impact of digital-twin platform design elements but also clarifies how such elements affect customers’ metaverse experiences.

通过旅游数字孪生平台设计有效的元宇宙旅游体验, 对元宇宙旅游的成功至关重要。然而, 这样一个旅游数字孪生平台应该如何吸引目标用户,还缺乏探索。该研究旨在通过精心设计的数字孪生平台成功塑造旅游者的元宇宙体验, 从而在概念上做出贡献。它还旨在展示旅游设计科学方法如何丰富我们对元宇宙体验设计中引入的数字孪生平台设计要素的理解。

在旅游设计科学方法的指导下, 本研究将概念化数字孪生平台设计元素在元宇宙体验设计中的作用, 并提出了一个单因素的受试者间实验设计来检验效果。

本研究将数字孪生平台设计的九种独特配置概念化, 这些配置在三个维度上得到了点缀, 塑造了游客的元宇宙旅游体验和现实旅游意向。

研究结果为产业者设计有效的旅游数字孪生平台提供了明确的战略指导。

现有的研究是第一个研究数字孪生平台设计元素的影响, 阐明了这些元素如何影响旅游者的元宇宙体验。

Diseñar una experiencia efectiva en el metaverso a través de una plataforma digital gemela de turismo es crucial para el éxito del turismo en el metaverso. Sin embargo, la exploración de cómo debería atraer dicha plataforma digital gemela a los usuarios objetivo carece de exploración. El estudio tiene como objetivo avanzar en una contribución conceptual al crear con éxito una experiencia en el metaverso a través de una plataforma digital gemela bien diseñada. También tiene como objetivo mostrar cómo el enfoque de la ciencia del diseño en el turismo puede enriquecer nuestra comprensión de los elementos de diseño de la plataforma digital gemela introducidos en el diseño de experiencias en el metaverso.

Guiada por el enfoque de la ciencia del diseño en el turismo, esta investigación conceptualiza el papel de los elementos gemelos digitales en el diseño de experiencias metaversales y propone un diseño experimental de un factor entre sujetos para examinar su efecto.

Esta investigación conceptualiza cómo ocho configuraciones únicas de diseño gemelo-digital, enriquecidas en dos o tres dimensiones, conforman la experiencia metaversal de los turistas y su intención de viaje físico.

Los resultados ofrecen a los operadores una orientación estratégica clara para diseñar una plataforma gemelo-digital turística eficaz.

Este estudio no sólo identifica el impacto de los elementos de diseño de las plataformas gemelas digitales, sino que también aclara cómo afectan dichos elementos a las experiencias metaversales de los clientes.

The purpose of this paper is to systematically analyze existing studies related to the adoption of smart technologies in cruise tourism services, particularly robots, artificial intelligence, service automation and virtual reality. More specifically, the authors intend to highlight the current state of research on this topic, present the findings within a conceptual framework and propose a research agenda.

The relevant literature was extracted using two major electronic databases, web of science (WoS) and Scopus. The authors identified 31 articles from high-quality journals and used a systematic review and the VOSviewer software to analyze them.

Since 2014, there has been an increase in the number of studies related to smart technologies in cruise tourism services. At first, researchers focused on Royal Caribbean’s robotic bartender arm, whereas other technologies such as digital signage, self-service options, facial recognition and virtual culinary experiences received less attention. However, the interest in exploring these last smart technologies has grown significantly since 2019. The adoption of RAISA in the cruise tourism service (ASCT) framework was proposed, identifying five major domains: cruise robotic technology, technology innovation, cruise passengers’ engagement behavior, cruise passengers’ technology readiness and privacy perception and knowledge expertise. These domains provide valuable guidance for future research in this field.

To the best of the authors’ knowledge, this is the first study to systematically analyze literature on the adoption of new technologies in cruise tourism services, specifically focusing on the major technologies available on cruise ships.

本文的主要目标是系统地分析与邮轮旅游服务中智能技术采用（RAISA）相关的现有研究, 特别是关于机器人、人工智能、服务自动化和虚拟现实等方面。具体而言, 我们意图突出此主题的当前研究现状, 将研究结果呈现在一个概念框架中, 并提出一个研究议程。

我们使用了两个主要的电子数据库 WoS 和 Scopus 提取相关文献。我们从高质量期刊中找到了 31 篇文章, 并采用系统综述和 VOSviewer 软件对它们进行了分析。

自 2014 年以来, 与邮轮旅游服务中智能技术相关的研究数量不断增加。最初, 研究人员着重关注皇家加勒比邮轮公司的机器人调酒师臂, 而其他技术, 如数字标识、自助选项、面部识别和虚拟烹饪体验等, 得到的关注较少。然而, 自 2019 年以来, 探索这些智能技术的兴趣显著增长。提出了 ASCT 框架, 识别了五个主要领域：邮轮机器人技术; 技术创新; 邮轮旅客参与行为; 邮轮旅客技术准备度; 以及隐私感知和专业知识。这些领域为该领域的未来研究提供了有价值的指导。

这是第一篇系统分析邮轮旅游服务中新技术采用文献的研究, 特别聚焦于邮轮上的主要技术。

Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers do not have a clear understanding of what AI is and how it may mutually benefit consumers and firms. In this paper, the authors conduct an extensive review of the marketing literature, develop an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships, identify research gaps and offer a future research agenda.

The authors first conduct an extensive literature review in 16 top marketing journals on AI. Based on this review, an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships was conceptualized.

The literature review led to a number of key research findings and summary areas: (1) an historical perspective, (2) definitions and boundaries of AI, (3) AI and interactive marketing, (4) relevant theories in the domain of interactive marketing and (5) synthesizing AI research based on antecedents to AI usage, interactive AI usage contexts and AI-enabled value co-creation outcomes.

This is one of the most extensive reviews of AI literature in marketing, including an evaluation of in excess or 300 conceptual and empirical research. Based on the findings, the authors offer a future research agenda, including a visual titled “What is AI in Interactive Marketing? AI design factors, AI core elements & interactive marketing AI usage contexts.”