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This study aims to investigate the metaverse’s capability to foster sustainable tourism through word-of-mouth (WoM), by integrating embodied social presence theory with social identity theory. It aims to unveil how the interplay between metaverse technology and user attributes enhances tourists’ experiences and satisfaction, thereby promoting WoM for sustainable tourism practices.

A scenario-based survey research design was used, comprising a survey of 528 respondents. This study used structural equation modelling to analyse the data, focusing on the relationships between technological features, user attributes, social presence and their combined effect on promoting sustainable tourism through WoM.

Results indicate that the metaverse significantly enhances social presence and tourist satisfaction, which in turn, fosters WoM for sustainable tourism. Key factors include technological attributes (individuality, empathy, naturalness and immersion) and user attributes (prior experience and interest in sustainable practices), which collectively influence the propensity for sustainable WoM, also impacted by prosocial identity and subcultural identification.

This research contributes to the literature by demonstrating the metaverse’s potential in enhancing sustainable tourism promotion through innovative technological engagement. It offers practical insights for destination marketers and service providers on leveraging metaverse technology to engage a wider audience in sustainable tourism practices, marking a significant step towards integrating digital innovations with ecological sustainability efforts.

本研究旨在探讨元宇宙促进可持续旅游的能力, 通过融合具身社会存在理论与社会认同理论, 分析元宇宙技术与用户属性之间的相互作用如何增强游客的体验和满意度, 从而推动可持续旅游实践的口碑（WoM）传播。

采用基于情境的调查研究设计, 对528名受访者进行了问卷调查。本研究运用结构方程模型对数据进行分析, 重点关注技术特性、用户属性、社交存在感及其对通过WoM促进可持续旅游的联合效应。

研究结果表明, 元宇宙显著增强了社交存在感、游客满意度和体验感, 进而促进了可持续旅游的WoM。关键因素包括技术属性（个性化、共情、自然性和沉浸感）和用户属性（先前经验和对可持续性的兴趣）, 这些因素共同影响了可持续性WoM的倾向, 同时也受到亲社会身份和亚文化认同的影响。

本研究通过展示元宇宙在通过创新技术参与中增强可持续旅游推广的潜力, 为文献做出了贡献。它为目的地营销人员和政策制定者提供了实际洞见, 关于如何利用元宇宙技术吸引更广泛的受众参与可持续旅游实践, 标志着将数字创新与生态可持续性努力相结合的重要一步。

Este estudio investiga la capacidad del metaverso para fomentar el turismo sostenible a través del boca a boca (WoM), integrando la teoría de la presencia social corporal con la teoría de la identidad social. Su objetivo es desvelar cómo la interacción entre la tecnología del metaverso y los atributos de los usuarios mejora las experiencias y la satisfacción de los turistas, promoviendo así el WoM para prácticas de turismo sostenible.

Se utilizó un diseño de investigación con encuestas basadas en escenarios, con 528 participantes. El estudio empleó modelos de ecuaciones estructurales para analizar los datos, centrándose en las relaciones entre las características tecnológicas, los atributos de los usuarios, la presencia social y su efecto combinado en la promoción del turismo sostenible a través del WoM.

Los resultados indican que el metaverso mejora significativamente la presencia social y la satisfacción del turista, lo que a su vez fomenta el WoM del turismo sostenible. Los factores clave incluyen atributos tecnológicos (individualidad, empatía, naturalidad e inmersión) y atributos de los usuarios (experiencia previa e interés por las prácticas sostenibles), que influyen colectivamente en la propensión al WoM sostenible, también afectado por la identidad prosocial y la identificación subcultural.

Esta investigación contribuye a la literatura al demostrar el potencial del metaverso para mejorar la promoción del turismo sostenible a través de un compromiso tecnológico innovador. Ofrece perspectivas prácticas para los comercializadores de destinos y los proveedores de servicios para aprovechar la tecnología del metaverso para involucrar a un público más amplio en prácticas de turismo sostenible, marcando un paso significativo hacia la integración de las innovaciones digitales con los esfuerzos de sostenibilidad ecológica.

Amid rising concerns over unhealthy dietary habits and their impact on public health, this study aims to explore the role of avatars in promoting healthier eating and enhancing customer satisfaction in restaurants. By leveraging the theory of planned behavior (TPB) and nudge theory, this research sought to gain insights into consumer behavior and assess how digital innovations can encourage healthier food choices.

This study recruited 672 participants in the USA. Participants viewed a video featuring an avatar that informed them about available healthy food options, simulating a restaurant ordering scenario. Following the video, participants completed comprehensive online surveys. The collected data was analyzed using partial least squares structural equation modeling to assess the effectiveness and implications of the intervention.

The findings revealed that health consciousness, environmental awareness, social norms and perceived behavioral control significantly influence dietary habits. Restaurant health initiatives and avatar persuasiveness were found to encourage healthier food choices, improve customer satisfaction and loyalty and enhance electronic word-of-mouth. The study confirmed that avatars equipped with attributes such as competence, warmth, trustworthiness and credibility can be an effective digital nudge for consumers toward healthier dietary decisions.

This study’s originality lies in its integration of TPB and nudge theory, bridging the gap between individual psychological factors and external cues. This comprehensive framework provides valuable insights for restaurant managers, artificial intelligence developers and policymakers, offering practical strategies to promote healthier eating and enhance customer experiences through digital innovation.

鉴于公众对不健康饮食习惯及其对公共健康影响的日益关注, 本研究旨在探索虚拟形象在促进更健康饮食和提升餐厅顾客满意度中的作用。通过利用计划行为理论（TPB）和劝导理论（Nudge Theory）, 本研究试图深入了解消费者行为, 并评估数字创新如何鼓励更健康的食品选择。

本研究在美国招募了672名参与者。参与者观看了一个展示虚拟形象的视频, 该虚拟形象向他们介绍了可供选择的健康食品选项, 模拟了餐厅点餐场景。观看视频后, 参与者完成了全面的在线调查。收集的数据通过偏最小二乘结构方程模型（PLS-SEM）分析, 以评估干预的有效性和影响。

研究发现, 健康意识、环境意识、社会规范和感知行为控制显著影响饮食习惯。餐厅健康倡议和虚拟形象的说服力被发现能够鼓励更健康的食品选择, 提高顾客满意度和忠诚度, 并增强电子口碑。研究证实, 具备能力、温暖、可信度和信誉等属性的虚拟形象可以成为有效的数字劝导工具, 引导消费者作出更健康的饮食决策。

本研究的原创性在于它将计划行为理论和劝导理论结合起来, 填补了个体心理因素和外部线索之间的差距。这一综合框架为餐厅经理、人工智能开发者和政策制定者提供了宝贵的洞见, 提供了推动更健康饮食和通过数字创新增强顾客体验的实用策略。

En medio de la creciente preocupación por los hábitos alimentarios poco saludables y su impacto en la salud pública, este estudio pretende explorar el papel de los avatares en la promoción de una alimentación más saludable y la mejora de la satisfacción del cliente en los restaurantes. Aprovechando la Teoría del Comportamiento Planificado (TPB) y la Teoría del Impulso, esta investigación trata de profundizar en el comportamiento del consumidor y evalúa cómo las innovaciones digitales pueden fomentar la elección de alimentos más saludables.

El estudio reclutó a 672 participantes en Estados Unidos. Los participantes visionaron un vídeo en el que un avatar les informaba sobre las opciones de comida saludable disponible, simulando una situación en la que solicitaban comida en un restaurante. Después del vídeo, los participantes rellenaron unas exhaustivas encuestas en línea. Los datos recogidos se analizaron mediante un modelo de ecuaciones estructurales por mínimos cuadrados parciales para evaluar la eficacia y las implicaciones de la intervención.

Los resultados revelaron que la conciencia saludable, la conciencia medioambiental, las normas sociales y el control conductual percibido influyen significativamente en los hábitos alimentarios. Se comprobó que las iniciativas relacionadas con la salud en los restaurantes y la capacidad de persuasión de los avatares fomentan la elección de alimentos más sanos, mejoran la satisfacción y la fidelidad de los clientes y potencian el boca a boca electrónico. El estudio confirmó que los avatares dotados de atributos como competencia, calidez, fiabilidad y credibilidad pueden ser un estímulo digital eficaz para que los consumidores tomen decisiones dietéticas más saludables.

La originalidad de este estudio radica en la integración de la TPB y la Teoría de los Estímulos, que tiende un puente entre los factores psicológicos individuales y las señales externas. Este marco integral aporta valiosas ideas a los gestores de restaurantes, desarrolladores de IA y responsables políticos, ofreciendo estrategias prácticas para promover una alimentación más sana y mejorar las experiencias de los clientes a través de la innovación digital.

The prevalence of live-streaming e-commerce leads to massive impulse purchases. Based on social learning theory, this study proposes a research model to explore the effect of streamers and viewers on impulsive buying by influencing consumers’ certainty perception.

This study adopts a questionnaire (N = 285) to collect data and conducts a partial least squares structural equation modelling (PLS-SEM) analysis to examine our research hypotheses.

Our results indicate that streamers and viewers improve product demand certainty and product quality certainty, but their effects on streamer quality certainty vary. In addition, product quality certainty is positively associated with impulsive buying, whereas streamer quality certainty and product demand certainty show a negative effect. Streamers can only drive impulse purchases by increasing product quality certainty, but the influence of viewers on consumers’ impulsive buying is fully mediated by product quality certainty and streamer quality certainty.

Our findings contribute to the literature on live-streaming e-commerce (LSE) by identifying the differential effects of streamers and viewers on impulsive buying. In addition, we broaden the area of certainty research in the LSE field to include product quality certainty, streamer quality certainty and product demand certainty and evaluate these certainty aspects as three psychological mechanisms that drive consumers’ impulse purchases.

The purpose of the study is to investigate and analyze the dynamics of the government-enterprise grain joint storage mechanism, particularly, focusing on profit-driven speculative behaviors exhibited by enterprises within this context. The study aims to understand the various factors influencing the behavior of stakeholders involved in grain storage, including government storage departments, agent storage enterprises and quality inspection agencies.

The study employs a tripartite evolutionary game model to investigate profit-driven behaviors in government-enterprise grain joint storage. It analyzes strategies of government departments, storage enterprises and quality inspection agencies, considering factors like supervision costs and speculative risks. Simulation analysis examines tripartite payoffs, initial probabilities and the impact of digital governance levels to enhance emergency grain storage effectiveness.

The study finds that leveraging digital governance tools in government-enterprise grain joint storage mechanisms can mitigate risks, enhance efficiency and ensure the security of grain storage. It highlights the significant impact of supervision costs, speculative risks and digital supervision levels on stakeholder strategies, offering guidance to improve the effectiveness of emergency grain storage systems.

The originality of this study lies in its integration of digital governance tools into the analysis of the government-enterprise grain joint storage mechanism, addressing profit-driven speculative behaviors. Through a tripartite evolutionary game model, it explores stakeholder strategies, emphasizing the impact of digital supervision levels on outcomes and offering insights crucial for enhancing emergency grain storage effectiveness.

This study is dedicated to investigate why Mainland Chinese students pursuing higher education in Hong Kong are more likely to return to first-tier cities in Mainland China rather than stay in Hong Kong after graduation, despite Hong Kong’s increasing efforts to retain them as talent. By identifying the rationale that leads them to make such a choice, a critical gap in talent retention strategies for emerging education hubs can thus be addressed.

Through semi-structured interviews among 20 Mainland Chinese students have recently graduated from Hong Kong institutions, this study analyzes the two-way push and pull factors between Hong Kong and first-tier cities in China, elucidating how international students are influenced by various factors and make the common decisions to go to first-tier cities rather than Hong Kong after graduation.

The study reveals that while Hong Kong’s favorable visa policies and sector-specific employment opportunities serve as significant pull factors, they are outweighed by the comparative advantages of first-tier cities in mainland China. The comparative advantages of first-tier cities in China, including stronger economic incentives, better social integration prospects and more attractive talent recruitment policies, ultimately determine students' destination choices.

One major limitation lies in the relatively small and specific sample size, which may not fully capture the diversity of experiences among the targeted population. Moreover, the potential destinations of graduates are not limited to Hong Kong or the first-tier cities in China.

This research extends the traditional two-way push-pull theory by integrating comparative advantage analysis, offering a nuanced framework to evaluate international student mobility and talent retention dynamics. The research simultaneously provide insights for policymakers and higher education institutions to refine talent retention strategies, enhance the appeal of emerging education hubs and better align policies with global student mobility trends.

The profound impact of the COVID-19 pandemic on the film industry has underscored the growing significance of online movies. However, there is limited research available on the factors that influence the viewership of online films. Therefore, this study aims to use the signaling theory to investigate how signals of varying qualities affect online movie viewership, considering both signal transmission costs and prices.

This study uses a sample of 1,071 online movies released on the iQiyi from July 2020 to July 2022. It uses OLS regression and instrumental variable method to examine the impact of various quality indicators on the viewership of online movies, as well as the moderating effect of price.

After conducting a thorough analysis of this study, it can be deduced that the varying impacts on online movie viewership are attributed to disparities in signal transmission costs. Specifically, star influence and rating exhibit a positive effect on the viewership of online movies, whereas the number of raters has a detrimental impact. Furthermore, there exists an “inverted U-shaped” relationship between the number of reviews and online movie viewership. Additionally, within the consumer decision-making process, both price-cost and price-quality relationships coexist. This is evident as prices negatively affect online movie viewership but positively moderate the relationship between rating, number of reviews and online movie viewership.

The research findings of this study offer valuable insights for online film producers to effectively leverage quality signals and pricing, thereby capturing market attention and enhancing film profitability.

Despite the growing body of empirical research on leader anger expressions, the issue of how and when leader anger expressions shape newcomers’ proactive career behavior and work alienation in the construction industry has been largely overlooked. Building upon social information processing theory, this research identifies newcomers’ organization-based self-esteem as a mediator, and suggests that newcomers’ performance goal orientation could moderate the relationship.

A questionnaire study was conducted on the construction industry in China, and the PROCESS program developed by Hayes was used to test the hypothetical model with 215 valid cases.

The results suggest that leader anger expressions are negatively associated with newcomers’ organization-based self-esteem, and organization-based self-esteem mediated the link between leader anger expressions and newcomers’ proactive career behavior and work alienation. Furthermore, the newcomers’ performance goal orientation moderates the negative impact of leader anger expressions on newcomers’ organization-based self-esteem.

Due to the cross-sectional nature of this study, causal implications are difficult to draw. Moreover, all data we received was based on participant self-reports, which may raise concerns about common method variance.

In this paper, we contribute to a deeper understanding of the mediating mechanisms and boundary conditions by which leader anger expressions influence newcomers’ proactive career behavior and work alienation from social information processing perspective, in addition to providing valuable insights for management of newcomers in the construction industry.

This paper aims to compare and analyze the effect of the dual-credit policy and product substitution rate on the automakers’ operational strategies under different production modes (e.g. centralized and independent), and further illustrate which production mode is more conducive to improving new energy vehicle (NEV) development.

The decision-making models for a centralized production mode where an integrated automaker produces both NEVs and fuel vehicles (FVs) and for independent production mode where an NEV automaker faces competition from a traditional FV automaker were formulated. The equilibrium solutions of each production mode were obtained by extreme value and game theory methods. The conclusions of the theoretical analysis were further verified with numerical analyses using IBM-MATLAB R2019a. Some management insights could be obtained by comparison analysis.

Under the dual-credit policy, an increase in the NEV credit trading price will always raise production quantity of NEVs, but only in an independent production mode where a higher trading price will also bring higher total profits to NEV automakers. In addition, only when the NEV credit trading price is high enough, a rising product substitution rate will be more favorable to NEV production and restrain FV production. Furthermore, an independent production mode is more favorable for the initial production of NEVs, but as each of the two vehicle types captures a certain amount of market share, a centralized production mode will be more conducive to the full replacement of FVs by NEVs.

The main contributions of this study include the formulation of decision-making models for FVs and NEVs in not only a centralized production mode but also an independent production mode. Moreover, this paper comprehensively analyzes how the dual-credit policy and product substitution relationship affect automakers’ production and pricing decisions. Then, the specific conditions under which each production mode is more conducive to NEV production and sales are summarized. The results proposed in this study provide scientific managerial insights for automakers and policy makers.

Although proactive fault handling plans are widely spread, many unexpected data center outages still occurred. To rescue the jobs from faulty data centers, the authors propose a novel independent job rescheduling strategy for cloud resilience to reschedule the task from the faulty data center to other working-proper cloud data centers, by jointly considering job nature, timeline scenario and overall cloud performance.

A job parsing system and a priority assignment system are developed to identify the eligible time slots for the jobs and prioritize the jobs, respectively. A dynamic job rescheduling algorithm is proposed.

The simulation results show that our proposed approach has better cloud resiliency and load balancing performance than the HEFT series approaches.

This paper contributes to the cloud resilience by developing a novel job prioritizing, task rescheduling and timeline allocation method when facing faults.

People’s economic behaviors are often embedded in their social networks. Based on social embeddedness theory, this study investigates how customers’ social network embeddedness (structural and relational embeddedness) affects their online referral intentions through four studies.

This study adopted a vignette experimental design and used both offline and online channels to collect data. The respondents were undergraduate students and consumers, covering different age groups and occupation types. We used the ANOVA and bootstrap methods of SPSS to conduct data processing and hypothesis testing.

We found that when fewer (vs more) people in a customer’s social network participated in reward referral programs (RRPs), the customer’s online referral intention was also lower because of higher perceived social costs and lower perceived control. However, when the tie strength, reciprocity and normative influence between customers and people who have participated in RRPs were high, customers’ online referral intention also increased, ignoring the influence of participants’ network size. In these relationships, perceived social costs and perceived control played important mediating roles.

The results provide practical implications for enterprises to develop efficient RRPs in the context of the increasing popularity of the mobile Internet and intelligent terminals.

This study offers insights into the influence mechanism of social network embeddedness on referral likelihood, contributing to the field of RRPs and social embeddedness theory.