Earticle

Mobile social shopping is a distinct subset of social shopping whereby users use mobile devices to participate in social shopping activities. This study aims to determine the antecedents of mobile social shopping intention. In this regard, we develop an integrated research model by incorporating the constructs from the theory of reasoned action, innovation diffusion theory, and self-determination theory. We collected the empirical data through an online survey of 312 respondents who are mobile social shoppers in Bangladesh. The structural equation model was used to assess the path relationships among constructs used in the research model. The findings of this study show that all predictors, except personal innovativeness, significantly influence the level of trust and electronic word of mouth, which, in turn, influences mobile social shopping intention. The importance performance map analysis outputs also depict that trust and electronic word of mouth are important factors, but they perform poorly compared to other constructs. The practical results strongly support the model integration, suggesting a comprehensive model can improve mobile social shopping intention. This can aid in the planning, evaluating, and implementing mobile social shopping, thereby improving the overall shopping experience for users.

In this paper we consider utilizing dynamic Bayes network methods to model different types of long-term market basket analysis problems. The proposed approach can be used for learning and inference objectives, for both maximum likelihood parameters of a model given the structure and the dynamics of the structure itself. We use Markov Chain Monte Carlo (MCMC) methods such as Metropolis-Hastings to approximate high order integrals of the joint probability distributions and use results from the dynamic Bayes network literature to devise learning algorithms in a time-series market basket data setting. We illustrate the implementation of the proposed approach with real world data on the joint association structure of low-dimensional models and show that there are clear differences in long-term promotion effects depending on the nature of product categories and confirm the instantaneous, lagged effect of promotion activities and also the recency aspect of consumer choice behavior in multiple product category setting. The findings of our paper help further the understanding of consumer behavior through the dynamic analysis of market baskets and provide managerial insights on the use of big data and promotion strategies in offline and online retail stores.

Recent technological advancements have ignited a revolution in advertising, unlocking vast potential for growth and diversity. Especially noteworthy is the rise of short video advertising, which is steadily gaining prominence in the advertising industry. Platforms like Reels serve as powerful sources of destination-related information in the tourism industry, significantly influencing the decision-making process of potential travelers. To explore this novel phenomenon, we proposed a conceptual framework integrating elements from the Ducoffe advertising value model and the COBRA digital engagement model. Identifying what drives user engagement - likes, comments, and shares – has become essential in navigating the abundant content on digital platforms like Reels. This study explored the unexplored area of understanding Reels travel content as an advertising tool to improve users’ ad-related inspiration and influence their digital engagement behaviors. In this study, data from 385 young respondents was collected through an online survey, and Smart PLS 4.0.9 was employed for SEM analysis. Our findings highlight the significant impact of elements like informativeness, entertainment, personalization, and content diversity on advertising value, subsequently influencing inspiration and digital engagement behaviors such as consumption, contribution, and creation. Pioneering in the Reels travel content domain, especially among American Gen Z individuals and focusing on Korean destinations as a trending hotspot, this research not only contributes to academia but also provides practical insights for creating Reels travel content advertising strategies that effectively meet the marketing objectives.

The study of tourism experiences has gained significant attention for its potential to drive tourism prosperity. This interest is particularly relevant in the context of Chinese tourists, who accounted for a significant share of global tourism spending before the COVID-19 pandemic nearly one-fifth. As the world gradually recovers from the effects of the pandemic, the rebound in the tourism sector must be effectively capitalized on, and destinations must actively improve their services to attract more tourists seeking enriching experiences. This study utilizes a comprehensive mixed-methods approach combining text mining and interviews to explore the success factors that contribute to Chinese tourists’ overall tourism experience during their trip to South Korea and Japan. The study specifically targets new Chinese tourists and identifies their changing preferences and expectations. To provide a deeper understanding of the findings, the study utilizes a tourism experience conceptual model to systematically analyze the key tourism experience elements, covering both positive and negative factors, encountered by Chinese tourists in Seoul and Tokyo. Based on these insights, the study aims to provide city-specific practical recommendations to help local tourism industry stakeholders enhance their services and provide visitors with a more rewarding experience. By examining the specific tourism experiences of Chinese travelers, this study not only contributes to the existing literature but also provides actionable insights that can be applied to a variety of destinations to guide their continued growth and improvement.

The insurance business struggles to find and keep consumers in the modern digital era. Customers today are rapidly flocking to social commerce sites for all their shopping needs, rendering traditional sales channels less effective. The widespread adoption of social commerce platforms has allowed insurance providers to expand their customer base, improve service, and streamline the buying process for their policyholders. The study aims to investigate a conceptual framework representing the factors influencing the person’s future adoption intention toward the purchase of insurance on S-commerce. Based on extensive literature, a total of 10 relationships were hypothesised and statistically examined using Structural Equation Modelling using AMOS. The results reveal that eight out of these ten hypotheses were supported. The effects of Perceived enjoyment on usefulness and relative advantage on perceived risk were not supported. The findings revealed that enhancing consumers’ enjoyment while using the social commerce platform is vital to mitigating the consumers’ perceived risk and increasing the number of relative advantages that may provide distinctiveness to the platform. Moreover, the risk of fraud and security vulnerabilities associated with s-commerce platforms may have adverse effects on customer’s attitudes toward purchasing insurance. The study has significant ramifications for social commerce platforms and insurance providers.

Live-streaming commerce has gained popularity in recent years, shifting users’ shopping patterns from traditional experiences to real-time interactions, by delivering information and entertainment to users. Drawing upon the stimulus–organism–response (SOR) framework, this study investigates the influence of perceived live-streaming affordance and perceived streamer characteristics on users’ cognitive and emotional states (enjoyment, psychological distance, trust) and behavioral response (purchase intention) from a live-streaming commerce perspective. The data were collected through a survey administered to South Korean respondents with prior experience in using live-streaming commerce. The partial least squares structural equation modeling (PLS-SEM) method was used to verify the relationships proposed in the model. The results showed that perceived live-streaming affordance and perceived streamer characteristics have a positive impact on enjoyment and trusting the seller, reducing psychological distance and promoting users’ purchase behavior. The results provide theoretical and practical insights into the psychological mechanisms of live-streaming commerce that influence the psychological distance felt by users towards the products. Relevant managerial implications are discussed.

This study investigates the impact of information system capabilities (infrastructure capability, human resource capability, administrative capability) on firm performance with a dual mediating effect of innovation and business process performance and the moderating effect of entrepreneurial marketing in Indian SMEs. Based on the resource-based view theory, the conceptual framework has been developed. The structural equation modelling was utilized for the sample of 285 responses. The results demonstrate that information system capabilities positively impact firm performance. This research fills a gap in the literature by investigating the relationship between information system capabilities, business process performance, innovation performance, entrepreneurial marketing and firm performance. Additionally, innovation performance and business process performance have a significant mediating effect between information system capabilities and firm performance. Entrepreneurial marketing has a positive moderating effect on the relationship between information system capabilities and firm performance. this study provides valuable insights for practitioners and managers regarding information system capabilities in SMEs. This study builds a multi-dimensional hypothesized model, including mediating and moderating roles affecting the relationships.

In the rapidly evolving digital landscape, the metaverse has emerged as a groundbreaking platform, offering unparalleled opportunities for creators to monetize their skills, content, and experiences. The sustained development of the metaverse hinges on effectively engaging metaverse creators, ensuring their prosperity within the metaverse economy. Despite the increasing recognition of metaverse creators’ roles, there remains a significant gap in understanding the nature of the creators who engage in economic activities within the metaverse. To address this research gap, we categorized metaverse creators, using the Q methodology. Initial interviews with six active metaverse creators helped to develop 45 Q statements. Q sorts were then conducted with 20 metaverse creators. As a result, we identified distinct segments of metaverse creators based on their perceived value and creation style. In a subsequent study, the segmentation was applied to data collected from 125 metaverse creators across the Zepeto, Roblox, and Ifland platforms to test its generalizability. By identifying unique characteristics of each creator segment, the study enriches the metaverse literature, thereby setting a foundation for future research in the creator economy. Moreover, it provides practical insights to inform service and strategy development in metaverse platforms, ensuring they cater effectively to creators’ diverse needs.

Introduction: E-health technologies promise enhanced quality of care through greater access to patient data and improved provider-patient interactions. However, adoption rates remain suboptimal. This study investigates factors influencing healthcare professionals’ intentions to adopt e-health solutions. Methods: A survey was administered to a diverse sample of 414 healthcare providers across inpatient and outpatient settings. The questionnaire comprised validated scales measuring TAM constructs of perceived usefulness and perceived ease of use along with other adoption factors identified in literature. Data analysis included EFA, SEM, and ANN predictive modelling. Results: Findings highlight the significance of accessibility to records, availability of patient information, and provider-patient relationships facilitated through e-health in driving adoption intentions beyond perceived usefulness and ease of use. Significant predictors are expected to inform targeted interventions promoting seamless e-health integration. Conclusions: By scrutinizing technological contexts alongside cognitive beliefs within a healthcare-specific framework, the study will enrich understanding of e-health adoption from providers’ perspective. Results can guide training programs and change management strategies for enabling greater utilization of impactful e-health tools in practice. This research is poised to provide actionable insights on the multifaceted factors influencing healthcare professionals’ acceptance versus resistance of promising e-health solutions for enhancing quality and performance.

Due to the widespread acceptance and edge-up of mobile banking services, Bangladesh’s financial services sector is making significant strides. Hence, this research aims to understand mobile banking adoption among the people of Bangladesh through the UTAUT model, which incorporates two mediating factors- personal innovativeness and perceived value. With a total of 358 responses, the study tested the model adopting Structural Equation Modelling (SEM) in SmartPLS 4.0 to examine different determinants and mediators that affect mobile banking adoption. Our study illuminates that performance expectancy, personal innovativeness, and perceived value significantly affect users’ behavioral intentions. Interestingly, the users’ effort expectancy, social influence, and facilitating conditions do not influence their behavioral intention. Also, personal innovativeness mediates all determinants except users’ performance expectancy and behavioral intention. At the same time, perceived value is evidenced as a mediator between all factors except users’ effort expectancy and behavioral intention. Thus, the study’s conclusion will provide stakeholders with customized strategies and valuable insights, enabling the smooth integration of mobile banking services and improving user experience to survive and thrive in today’s quick-paced financial services sector.