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Hedonic value is commonly conceded as a determinant of behavioral intentions toward location-based advertising (LBA). However, the careful consideration of a mechanism behind hedonic motivation and its subsequent impact on continuance intention is inadequate. This study aims to explore the formation of hedonic value and its motivation for prolonged usage toward LBA.

A sample of 486 mobile users was recruited to evaluate the research model using structural equation modeling (SEM).

Results reveal that perceived utility and promotional offers are the strongest indicators of hedonic value. Moreover, social support and contextual convenience play an essential role in heightening hedonic value. Furthermore, the research lenses attempt to clarify the direct, indirect influences of hedonic value, irritation and perceived credibility on continuance intention.

The findings offer practitioners an understanding of how to improve hedonic value and continuance intention and develop effective LBA strategies in emerging markets.

This study narrows the gap of current literature by formulating a hedonic value-based continuance intention model based on uses and gratifications theory (UGT). Additionally, this work illuminates the insights into hedonic value toward LBA by identifying its motivations, including perceived utility, promotional offers, social support and contextual convenience.

This paper aims to illuminate a mechanism of positive word of mouth (PWOM) toward mobile banking (m-banking) by extending the fairness theory (FAT) with satisfaction (SAT) and value-in-use (VIU).

A research model is examined by obtaining data from a web-based survey of 398 respondents who have used m-banking in Vietnam. AMOS 21.0 software is applied to analyze the hypothetical model with covariance-based structural equation modeling.

The results reveal that price fairness (PRI) is of primary importance of fairness perception (FAI) in m-banking, followed by informative fairness, procedural fairness, interactional fairness and distributive fairness. Furthermore, SAT and VIU play a vital role in developing PWOM. In addition, FAI exerts a positive influence on SAT and VIU.

This study would help practitioners have the deep insights into affective and behavioral responses among customers and develop effective marketing trajectories to spur SAT, VIU and PWOM toward m-banking. The results hint that marketers may be tempted to simultaneously focus on the important dimensions of FAIs as they are indispensable to derive SAT and VIU from a customer perspective. This research assists governments and banks to adopt training programs and policies that will incite customer behaviors toward m-banking.

The value of the work lies in the combination between FAT with SAT to enlighten FAI and PWOM toward m-banking in a developing country. To the best of the authors’ knowledge, this work is among the first to consider VIU that motivates PWOM. Moreover, this study links PRI to FAI to understand PWOM among Vietnamese customers.

This study aims to understand a customer-purchase mechanism in the artificial intelligence (AI)-powered chatbot context based on the elaboration likelihood model (ELM) and technology acceptance model (TAM). The first objective is to examine how to boost chatbot adoption. The second objective is to investigate the role of information characteristics, technology-related characteristics and attitude toward AI in purchase intention.

Data was collected from a sample of 492 users in Vietnam, who are potential customers of chatbots for purchase. Structural equation modeling was applied for data analysis.

Results illustrate that chatbot adoption is significantly influenced by information credibility, technology-related factors (i.e. interactivity, relative advantage and perceived intelligence), attitude toward AI and perceived usefulness. Moreover, information quality and persuasiveness motivate information credibility. Information credibility and attitude toward AI are the essential motivations for perceived usefulness. Finally, chatbot adoption and information credibility determine purchase intention.

The results are insightful for practitioners to envisage the importance of chatbot use for customer purchase in the AI scenario. Additionally, this research offers a framework to practitioners for shaping customer engagement in chatbots.

The value of this work lies in the incorporation of technology-related characteristics into the two well-established theories, the ELM and TAM, to identify the importance of AI and its applications (i.e. chatbots) for purchase and to understand the formation of perceived usefulness and chatbot use through information credibility and attitude toward AI.

This study aims to analyze the motivations underlying information usefulness, attitude and acceptance of health information related to coronavirus disease 2019 (COVID-19) avoidance based on the information acceptance model (IAM) and the elaboration likelihood model (ELM).

This study conducted a quantitative approach using survey that generated 364 valid responses. Structural equation modeling was applied to analyze the data and evaluate the hypotheses.

The results of this study showed that the determinants of information usefulness are argument quality (comprising accuracy and timeliness) and peripheral route (comprising credibility and relevance), whereas no significant relationship was found between completeness and information quantity and information usefulness. Further analysis indicated that attitude and information usefulness significantly affect health information acceptance to COVID-19 avoidance.

Using ELM and IAM, an explanation of health information acceptance in the salient pandemic context was given. This study contributed to the current literature by offering insights into attitude and information usefulness for information acceptance. The validation of the model was strengthened by identifying the effects of argument quality and peripheral route attributes on information usefulness, which is stated to make contributions to the earlier literature.

Practitioners should strive to understand the facilitators regarding argument quality and peripheral routes to broaden information usefulness. The findings of this study are helpful for practitioners to implement communication campaigns that foster attitude and health information acceptance in the COVID-19 pandemic as well as in similar disease situations.

This study provides individuals and organizations with necessary information about the importance of mobile applications (m-applications) in distributing online information and about reliable guidelines for the implementation of disease avoidance to improve their health status.

Existing studies investigated users’ health information acceptance in some contexts related to general disease, but less is known about this behavior among young individuals via m-applications at the moment of COVID-19 and in emerging economies. This study identifies the efforts made by the relationship between information and technological diffusion to help individuals surmount difficulties in times of crisis.

The research purpose is to explore the diffusion of mobile QR-code payment (MQP) in a coronavirus disease (COVID-19) context by formulating a behavioral response model based on an integration between protection motivation theory (PMT) and unified theory of acceptance and use of technology (UTAUT). This study also investigates the importance of physical distancing norm for behavioral intention toward MQP.

A web-based survey was designed and data were accumulated from 411 validated respondents who have used MQP or tend to utilize it in Vietnam. Statistical analysis was conducted using SPSS and AMOS to verify the hypotheses.

Results illustrated that behavioral intention is motivated by key antecedents of PMT (including perceived severity, perceived susceptibility and self-efficacy) and important factors of UTAUT (including performance expectancy, effort expectancy and social influence), and physical distancing norm. Moreover, perceived severity promotes performance expectancy, whereas self-efficacy boosts effort expectancy in MQP. Lastly, behavioral intention and recommendation were indicators of the diffusion of MQP under COVID-19.

MQP is just in its infant stage in Vietnam; thus, the findings provide managerial implications, which will aid service providers and firms to adopt marketing strategies that enhance consumers' acceptability and recommendation of MQP to the public.

Little is empirically considered the effects of perceived threat-related factors in PMT and physical distancing norm on behavioral intention toward MQP in a salient pandemic setting. Furthermore, the antecedents in UTAUT contribute greatly to behavioral intention. This study enlightens the diffusion of MQP based on behavioral intention and recommendation.

Although crisis communication via social media has engaged academia's attention during the disease outbreak, information value for preventive behaviors is inadequately studied. The purpose of this paper is to cast light on how to strengthen the uptake of older people's coronavirus disease 2019 (COVID-19) behavioral outcomes due to information value and perceived threat through social media.

This study designs a survey and applies structural equation modeling to examine a research framework. A sample comprises 334 Vietnamese older participants who have utilized social media.

The results illustrate that preventive behaviors are determined by perceived threat (i.e. severity and susceptibility). Furthermore, older people heighten risk perceptions based on information characteristics, including information relevance, informative support and source credibility. Lastly, information relevance is a strong predictor of source credibility.

The findings assist practitioners to enhance crisis communication effectiveness via social media by imparting valuable information to the public. Moreover, this paper offers overarching guidelines on the improvement in credibility with creators, risk consciousness and preventive behaviors.

Although earlier studies focused attentiveness on the power of social media for raising threat perceptions, this work seems the first to unveil informative motives for perceived COVID-19 threat across older individuals, which subsequently presents plausible reasons for behavioral disclosure, including facemask-wearing, hand-washing and social distancing.

Vaccination is widely conceded as a pivotal measure to achieve community immunization and eradicate COVID-19. The purpose of this paper is to understand vaccination behavior based on the association between the theory of planned behavior (TPB) and health belief model (HBM).

A self-administered questionnaire was designed to collect data from 438 participants through social media in Vietnam and later analyzed using SPSS and AMOS to examine the research model.

The results indicated that attitude toward vaccination is positively influenced by perceived risk and perceived benefits. Additionally, background constructs of TPB (i.e. social norms, attitude and perceived behavioral control) and HBM (i.e. perceived risk, response efficacy, perceived benefits and knowledge about COVID-19) are underlying motivations for individual intention to receive vaccine. Moreover, age is a demographic predictor of vaccination intention. Finally, vaccination intention facilitates COVID-19 vaccination.

The findings will assist health-care bodies and authorities to understand public perceptions, attitude and behaviors and encourage their participation in vaccination campaigns.

To date, this is the first investigation of how disease knowledge and perceived benefits drive vaccination intention in Vietnam. Moreover, this study may be initially successful in adding current health-care behavior literature by combining TPB with HBM. With most studies on vaccination intention at the early stage of COVID-19 outbreak in developed nations, this work provides new insights by testing vaccination behavior in the fourth wave of COVID-19 outbreak and in a developing nation.

Mobile location-based service (m-LBS) seems like a new class of personalized service due to location positioning technologies. This work aims to investigate consumer readiness (RED) toward m-LBS based on integrating pull effect- and push effect-related factors into the technology acceptance model (TAM).

An online survey collected data from 423 participants, and the research framework was analyzed using structural equation modeling (SEM).

The results divulge that consumer RED is determined by TAM antecedents, including usefulness (USE) and ease of use (EOU). EOU motivates USE in m-LBS. Regarding pull effect-related factors, absorptive capacity (ABC) is the strongest positive factor influencing consumer RED to use m-LBS, followed by technology willingness (TWI) and innovativeness (INN). Moreover, INN, trust (TRU) and perceived risk (RIS) significantly influence USE and EOU.

This work endeavors to explicate customer RED toward m-LBS by incorporating some meaningful pull effect-related dimensions (i.e. ABC, TWI and INN) and pushing effect-related dimensions (i.e. RIS) into crucial antecedents rooted in TAM. Thus, the findings assist practitioners in developing marketing strategies by boosting pull effects and controlling push effects on customer engagement in m-LBS.

Social media has progressively upgraded an interactive domain via online sociability and information-sharing. This study aims to formulate an information-sharing intention model by identifying the decisive role of intrinsic and extrinsic motivations.

Empirical data from 508 participants were collected to examine the structural model using structural equation modeling.

Results indicate that information-sharing intention is strongly promoted by intrinsic and extrinsic motivations. Furthermore, perceived herding, perceived crowd and intrinsic motivation boost substantially extrinsic motivation. Perceived herding is of utmost importance to extrinsic motivation, whereas emotional appeal and informative appeal are of paramount importance to intrinsic motivation. Moreover, source trust and exhibitionism are underlying motivations for intrinsic motivation.

The findings provide useful guidelines for practitioners to urge users into information-sharing via social media.

This study contributes significantly to the current literature by developing an effective mechanism of information-sharing through social media based on the motivational theory.

The purpose of this paper is to examine a proposed model of location-based advertising (LBA) effectiveness upon the influence of integrative perceived values on consumers' attitude and behavioral responses in the immaturity of LBA in Vietnam.

A survey research method was utilized to collect data from mobile users. A real sample of 459 respondents was deemed and the Structural Equation Modeling (SEM) was applied to analyze data.

The results unveil that contextual offers, social facilitation, and advertising values have significantly positive effects on attitude; in turn, attitude mediates between these factors and purchase intention, information seeking and recommendation behaviors. Moreover, social facilitation is a significant stimulator of purchase intention. Otherwise, perceived encroached risk negatively impacts attitude.

Marketers should capture considerable attention to mobile natives' conscious awareness about a mechanism of tailoring their enthusiasm and behavioral responses at the embryonic stage of LBA growth in emerging countries like Vietnam.

This study fills the gap in the current literature by simultaneously exploring the importance of integrative perceived values to construct a hypothetical framework of consumers' responses and performance based on the uses and gratifications theory, inclusive perceived behavioral control derived from theory of planned behavior, associated with contextual value from the nature of LBA.