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This study aims to investigate how gamification, namely, WeChat’s cultural gifting function, improves emotional involvement among three generations (Y, X and silver) in mobile payments. It draws attention to the beneficial effects of cultural components and digital intimacy on gamified mobile payment systems.

The data were collected from Y, X and silver generation in Dalian, China. The users were well equipped with the WeChat pay features and had experience. The PLS-SEM software was used to assess the data.

The findings show that consumer word of mouth and loyalty are positively impacted by perceived utility, fun, and enjoyment. Besides, gamification components like fun and playfulness have a favourable effect on how useful mobile payments are judged to be. It demonstrates how delighted and ecstatic users are with WeChat Hongbao. In addition, the positive moderation effect of intimacy on the hypothesised connections shows that all three generations are likely to accept gamified money features. These results provide a substantial contribution to our comprehension of gamification in the context of mobile payment services for all three generations.

The study is distinctive because it focuses on how China’s three generations use WeChat Pay for routine transactions. The framework confirms that the gamification elements improve user performance and encourage continued usage of mobile payment systems.

Este estudio investiga cómo la gamificación, específicamente la función de regalos culturales de WeChat, mejora la participación emocional entre tres generaciones (Y, X y plata) en los pagos móviles. Se presta atención a los efectos beneficiosos de los componentes culturales y la intimidad digital en los sistemas de pago móvil gamificados.

Los datos fueron recopilados de las generaciones Y, X y plata en Dalian, China. Los usuarios estaban familiarizados con las características de pago de WeChat y tenían experiencia. Se utilizó el software PLS-SEM para evaluar los datos.

Los resultados muestran que la reputación y la lealtad del consumidor son positivamente influenciadas por la utilidad percibida, la diversión y el disfrute. Los componentes de gamificación, como la diversión y la jugabilidad, tienen un efecto favorable en cómo se juzga la utilidad de los pagos móviles. Se demuestra cuán encantados están los usuarios con WeChat Hongbao. Además, la moderación positiva de la intimidad en las relaciones supuestas muestra que las tres generaciones tienen probabilidades de aceptar las características de dinero gamificado. Estos resultados contribuyen sustancialmente a nuestra comprensión de la gamificación en el contexto de los servicios de pago móvil para las tres generaciones.

El estudio es novedoso ya que se centra en cómo las tres generaciones de China utilizan WeChat Pay para transacciones rutinarias. El marco confirma que los elementos de gamificación mejoran el rendimiento del usuario y fomentan el uso continuado de los sistemas de pago móvil.

本研究探讨了游戏化, 即微信的文化赠送功能, 如何提高三代人（Y、X和银发族）在移动支付中的情感投入。它引起了人们对文化成分和数字亲密关系对游戏化移动支付系统的有益影响的注意。

数据来自中国大连市的Y、X和银发族用户。用户对微信支付功能非常熟悉, 并具有使用经验。采用PLS-SEM软件对数据进行评估。

结果表明, 消费者的口碑和忠诚度受到了感知效用、乐趣和享受的积极影响。乐趣和趣味等游戏化组件对移动支付的有用性评估产生了积极影响, 展示了用户对微信红包的喜悦和兴奋程度。此外, 亲密关系对假设连接的正向调节效应表明, 三代人都可能接受游戏化货币功能。这些结果为我们理解移动支付服务背景下游戏化对三代人的贡献提供了实质性的帮助。

该研究独特之处在于它着眼于中国三代人如何将微信支付用于日常交易。该框架证实了游戏化元素如何提高用户绩效并鼓励继续使用移动支付系统。

This study aims at identifying factors that influence Generation Y to choose Airbnb. The topic of this study is of great importance to understand the new trend of accommodation that is currently taking place in the hospitality industry worldwide known as Airbnb, its main target market is Generation Y. The popularity of Airbnb is on the rise and it has become the main competitor to the traditional hotel industry. This research has identified four factors – socio-economic, environmental, technological and media – that largely influence Generation Y while choosing Airbnb as their preferred accommodation. The research represents a framework to test the relationship between these factors and Generation Y decision to choose Airbnb. The data were collected in Malaysia, which is one of the most popular tourist destinations in Southeast Asia, from 200 respondents of different nationalities who intend to or have experienced staying with Airbnb. The data were collected through physical distribution of the questionnaire as well as through an online survey. SPSS version 21 was used to analyse the data. The findings suggest that the various factors identified have a significant influence on Generation Y decision while choosing Airbnb as their accommodation. This finding helps Airbnb maintain its target market by determining the key factors that influence Generation Y. The study also identifies technological and environmental factors that play an important role in the Generation Y decision to choose Airbnb.

Conflict in the workplace creates a challenge for many of present day managers. The purpose of this paper is to explore the moderating effect of generations X and Y on the relationship between personality and conflict handling styles.

The study is conducted using a sample of 199 employees working in the electronic retail sector in a non-Western culture. The five-factor model of personality traits is used to measure personality, while conflict styles are measured using Rahim’s Organizational Conflict Inventory II.

Results indicate that generations X and Y moderate the relationship between specific personality traits and conflict handling styles.

This study investigated the moderating effect of generations X and Y on a sample of employees within the electronic retail service sector in Lebanon. It is recommended that future research examine such a relationship in other sectors and cultures for generalizability. Since generation Z (born in the late 1990s) will soon be entering the job market, further studies should include this cohort when investigating the relationships. Finally, for a deeper understanding of the relationship, it is advisable to use both qualitative and quantitative data collection methods.

The understanding of what influences an individual’s choice regarding his/her choice of conflict resolution styles is of great use to supervisors in general and human resource managers in particular. This will assist in developing training programs that help employees acquire the appropriate skills necessary to control their impulses in a conflict situation. Training should comprise conflict resolution and communication skills that could help bridge the gap between generations. Effectively managing generational conflict in the workplace can positively contribute to the level and frequency of future conflicts, which in turn, can lead to favorable organizational outcomes.

Earlier research that examined the relationship between personality and conflict management styles have found varying results ranging from weak to strong relationships. The understanding of what influences an individual’s choice of which management style he/she chooses is of great use for managers in general and human resource managers in particular. This study showed that the inconsistency could be the result of some factors that moderate this relationship. The age of individuals contributes to the strength or the weakness of the various relationships between personality and conflict handling styles. Findings suggest that generations X and Y do not moderate the relationships among the personality traits and the dominating and obliging conflict styles. They do, however, have varying moderating effects on the relationships between specific personality traits and the integrating, avoiding, and compromising styles.

The purpose of this paper is to develop a knowledge base for project managers to understand and deal with issues that arise out of Generation Y working with other generations. The research study is expected to generate interest among the research community for undertaking similar studies to advance understanding on this interesting and important topic.

This research method consists of analyzing literature review findings and survey results of an exploratory study of Generation Y working professionals. Both the literature review findings and the study results were analyzed to develop findings and recommendations.

Research results confirmed that the generation gap is an issue. Generation Y is viewed unfavorably and they face struggles in dealing with other generations. These generation gap issues might vary depending on the type of industry and composition of the workforce. People from each generation – raised in different social and technological contexts – bring different attitudes, values, and work ethics to the workplace and a project manager is required to manage these to improve project team effectiveness.

The research study has a participant selection bias; only Gen Y working professionals from the USA participated in the study and people from other generations and Generation Y people from other countries were not included in the study. Therefore, study results do not reflect issues from the perspectives of other generations. A similar study that considers participation of people from real project teams consisting of different generations is recommended to validate the research results of this study.

The paper explored issues concerning project teams consisting of members from different generations. Results are expected to help project managers develop team management strategies. This study is also aimed to develop a foundation for future studies to examine how project management can deal with project teams consisting of people of different generations working together. The study findings and implications for practical use are limited due to participation bias.

The study is an original effort in examining some of the issues related to different generations working together in a project environment. Results are of relevance in today's corporate world. Project teams span many generations and present challenges in developing them into a high performing team. This paper addresses some of the challenges from the perspective of Generation Y.

This study aims to explore the factors that affect the work attitudes of Generation Y towards the hotel industry in Macau from the perspective of senior management.

Using a purposeful sampling method, an in-depth interview with five executives in the hotel industry who are having a supervisory or managerial role from different departments and types of hotels was undertaken; the executives have a supervisory or managerial role from different departments and types of hotel.

The results reveal that attitudes of Generation Y lack the key aspects that potential staff should carry, but organizational culture and human resource management strategies, as well as external environment, can influence Generation Y’s work attitudes and loyalty. The findings also indicate that building Generation Y’s positive work attitudes and moderating the negatives are vital roles of human resource management strategy to maintain service performance.

A comprehensive Generation Y work-attitude framework is developed, and this study incorporates practitioner engagement in real-world practice, which impacts upon service performance in the hotel industry.

The purpose of this paper is to provide an insight into differences in work values and Person–Organisation (P–O) fit of Baby Boomers, Gen X and Gen Y in India and to understand the relationship between (P–O) fit values and turnover intention of Generation Y employees.

The work values were measured using an adapted version of Lyons Work Values scale. The generational differences in work values and P–O fit were studied using multivariate analysis of variance and relationship between P–O fit values and turnover intention of Gen Y employees was studied using polynomial regression and response surface methodology.

Significant differences in work values were observed between Generation Y and older generations. Generation Y also reported significantly higher discrepancy in P–O fit values than Generation X and Baby Boomers. This had an effect on their turnover intention.

A cross-sectional design was used to study the generational differences in work values where the generation effects may have been confounded with age effects.

The differences in work values and P–O fit values of Generation Y and older generations provide input into designing organisation systems and structures more suitable for younger generations to manage the high turnover among Generation Y in India.

This is one of the first studies on generational differences in work values and P–O fit in the Indian context. It is also one of the first to investigate relationship between P–O fit and turnover intention of Generation Y in India.

The purpose of this paper is to review what we know – and don't know – about Generation Y's use of social media and to assess the implications for individuals, firms and society.

The paper distinguishes Generation Y from other cohorts in terms of systematic differences in values, preferences and behavior that are stable over time (as opposed to maturational or other differences). It describes their social media use and highlights evidence of intra‐generational variance arising from environmental factors (including economic, cultural, technological and political/legal factors) and individual factors. Individual factors include stable factors (including socio‐economic status, age and lifecycle stage) and dynamic, endogenous factors (including goals, emotions, and social norms).The paper discusses how Generation Y's use of social media influences individuals, firms and society. It develops managerial implications and a research agenda.

Prior research on the social media use of Generation Y raises more questions than it answers. It: focuses primarily on the USA and/or (at most) one other country, ignoring other regions with large and fast‐growing Generation Y populations where social‐media use and its determinants may differ significantly; tends to study students whose behaviors may change over their life cycle stages; relies on self‐reports by different age groups to infer Generation Y's social media use; and does not examine the drivers and outcomes of social‐media use. This paper's conceptual framework yields a detailed set of research questions.

This paper provides a conceptual framework for considering the antecedents and consequences of Generation Y's social media usage. It identifies unanswered questions about Generation Y's use of social media, as well as practical insights for managers.

Drawing upon cohort theory, the age-period-cohort framework and the portrait value system, this paper aims to examine differences in basic human values between generations Y and Z as they are shaped by recent major events (most importantly the COVID-19 pandemic).

Hypothesized differences between values of generation Y and Z were tested using a content analysis of recent articles (Study 1) and an online survey through a prolific crowdsourcing website (Study 2).

This research finds that while both generations value universalism and benevolence, Generation Y is more likely to conform and follow traditions while Generation Z values stimulation, hedonism and achievement more. The top two COVID-19 concerns for both groups were the health of others and financial security. Generation Y is more concerned about the economy while Generation Z is more worried about uncertainty in their future.

This paper provides insight into how the current environmental crisis has shaped the values of generations Y and Z and offers an understanding of the similarities and differences in values between these two generations.

The findings have direct implications for the design of products/services and for the creation of effective marketing communications to reach these two consumer groups.

This research is novel in identifying the basic human values of generations Y and Z as they are shaped by recent events such as the most recent economic recession and COVID-19.

The purpose of this paper is to argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand loyalty of this notoriously disloyal segment.

A cohesive review of generation Y consumer literature forms the basis of theoretical propositions and a conceptual model which suggests ways to increase generation Y brand loyalty.

Findings suggest that existing marketing tools such as integrated marketing communications and branding can be used in new ways to increase the perceived congruence between the generation Y consumer and the brand. This is necessary for creating a relationship with the brand leading to increased brand loyalty.

The paper is important for marketers by indicating key focus areas for influencing brand loyalty of generation Y consumers, and tailoring loyalty programs. In addition, this paper gives marketers insight into how congruency between their brand and generation Y consumers can be created to develop a relationship between the brand and the customer and positively influence brand loyalty.

This paper fills gaps in the literature regarding how to influence brand loyalty from fickle generation Y consumers. Furthermore, the paper highlights the importance of integrated marketing communications theory, branding and celebrity endorsement and how it can be manipulated to increase the perceptions of congruence and build a relationship between the generation Y consumer and the brand, leading to increased brand loyalty.

The purpose of this paper is to explore the perceptions of Generation Y from advanced and emerging economies towards the country-of-origin (COO) of fashion products.

The study was conducted by employing a qualitative research method. Virtual interviews in a chat room and e-mail interviews were conducted with 53 participants from 21 advanced and emerging economies.

The findings indicated that most Generation Y consumers perceive that fashion products made in advanced economies are of better quality compared to those made in emerging economies. However, most Generation Y consumers from advanced economies did not only pay attention to the quality of the products but also to associated ethical issues. In contrast, most Generation Y consumers from emerging economies only paid attention to functional issues. Furthermore, Generation Y’s perceptions of COO also influence their attitudes and behaviour towards the fashion products made in their own country.

This research brings a valuable insight to global fashion marketers about different perceptions between Generation Y consumers in advanced and emerging economies towards COO.

The majority of COO research has been conducted quantitatively and based on one or a small number of nationalities. Qualitative studies which investigate the perceptions of Generation Y from advanced and emerging economies towards COO are still limited. Thus, this study can contribute to the development of research into COO.