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This study aims to explore the extent to which customer orientation and creative benefits offered by a firm may weaken rather than strengthen customer engagement. In doing so, it sheds new light on how customer orientation and creative benefits may facilitate rather than hinder engagement by customers.

A field study provides a test of the proposed effects in a hedonic consumption setting with 1,703 customers of an online dating service. Furthermore, an experimental study with 277 executives in a functional consumption setting (new mobile app) helps affirm the robustness of the field study findings.

This research theorizes and examines how communal relationship norms between customers and a firm, along with customers’ psychological empowerment, mediate the effect of customer orientation and creative benefits on customer engagement. A provocative finding of the study is that communal relationship norms help boost, whereas psychological empowerment reduces, the effects of both customer orientation and creative benefits on customer engagement.

The research examines different relationship norms and how they can become integral to customer–company relationships; this perspective helps reveal the underlying dynamics. It contributes to the literature on customer engagement by theorizing and demonstrating the link between customer orientation and customer engagement, two central constructs in the marketing literature. It theorizes and demonstrates that providing creative benefits brings about a direct competitive advantage for the product itself, and acts as a significant variable that explains the company−customer relationship.

The findings highlight the advantages and challenges associated with encouraging customer engagement. First, they suggest that companies emphasize their customer orientation and creative benefits. Second, managers should try to minimize the possible process of raising customers’ psychological empowerment while maximizing the impact of communal relationship norms.

This study identifies psychological empowerment as a key reason customer-oriented companies that provide creative benefits still struggle to engage their customers. It also suggests viable tactics to overcome barriers to enhanced customer engagement, such as by minimizing the effects of customers’ psychological empowerment while maximizing the impact of their perceived communal relationship norms.

Given the popularity of online health communities (OHCs) and medical question-and-answer (Q&A) services, it is increasingly important to understand what constitutes useful answers and user-adopted standards in healthcare domain. However, few studies provide insights into how health information characteristics, provider characteristics and recipient characteristics jointly influence user information adoption decisions. To fill this research gap, this study examines the combined effects of physicians' certainty tone as information characteristics, seniority as provider characteristics and disease severity as recipient characteristics on patients' health information adoption.

Drawing on dual-process theory and information adoption model, an extended information adoption model is established in this study to examine the effect of attitude certainty on patients' health information adoption, and the moderating effects of online seniority and offline seniority, as well as patient motivation level—disease severity. Utilizing logit regression models, the authors empirically tested the hypotheses based on 4,224 Q&A records from a popular Chinese OHC.

The results show that (1) attitude certainty has a significant positive impact on patients' health information adoption, (2) the relationship between attitude certainty and information adoption is negatively moderated by physicians' online seniority, but is positively moderated by offline seniority; (3) there is a negative three-way interaction effect of attitude certainty, online seniority and disease severity on patients' health information adoption.

This study extends the information adoption model to examine the two-way interaction between argument quality and source reliability, as well as the three-way interaction with user motivation level, especially for health information adoption in the healthcare field. These findings also provide direct practical applications for knowledge contributors and OHCs.

Digital technologies promise efficiency gains and untapped opportunity. Adoptions of digital technology lead firms to rethink their organizational setup and existing practices. This paper aims to present a management innovation-based framework that describes new processes and practices for digital transformation.

This study uses a structural equation modeling approach to test the framework with survey responses from a sample of 901 Taiwanese organizations – both local firms and multinational subsidiaries – to explore the linkages between adoption of digital technologies and digital maturity.

The results reveal that management innovation mediates the relationship between digital technology adoption and digital maturity. Moreover, fast-paced environments have a greater impact of management innovation toward digital maturity than slow-paced environments.

This study adds to emerging research that considers the role of organizational learning in digital transformation efforts. The extent to which organizations link the lessons from direct experience to digital routines through which management innovation is implemented determines to a large extent whether this strategic initiative is optimized by the firm. More generally, the findings point to the mutual importance of digital maturity and experiential learning efforts, and suggest a specific means by which learning processes are mobilized by innovating organizations. This study contributes to digital transformation research by providing insight into how a firm can restart failed transformation initiatives of this kind.

The objective of this study is to investigate the interaction effect between incentive type (financial and compassionate incentives) and the ethicality of merchant strategy on consumer willingness to post positive reviews, while also examining potential variations in consumer responses based on consumption experience, shopping frequency and social class.

Building upon construal level theory, we hypothesized the moderating influence of the ethicality of merchant strategy and examined the three-way interaction among consumers’ demographic characteristics (i.e. consumption experience, shopping frequency and social class), incentive type and the ethicality of merchant strategy. To empirically test our hypotheses, we conducted four experiments and employed ANOVA for data analysis.

The ethicality of merchant strategies moderates the association between incentive type and consumer willingness to post positive reviews, with compassionate incentives eliciting more pronounced moral judgments toward merchant strategies compared to financial incentives. The moderating effect of the ethicality of merchant strategy on the relationship between incentive type and consumer willingness to post positive reviews is particularly strong among consumers who have favorable consumption experiences, engage in frequent shopping and belong to lower social classes.

This study contributes to the existing literature on online reviews by examining the impact of compassionate incentives on consumer review behaviors, analyzing the ethicality of merchant strategies within the realm of online reviews and investigating variations in consumer responses to merchant strategies regarding consumption experience, shopping frequency and social class.

This study aims to understand the impact of student entrepreneurship and university support on faculty intrapreneurship. The authors also analyze the role of the university’s dynamic and ordinary capabilities and the environmental dynamism in which the university is embedded.

With a large survey data set involving 680 professors and 2,230 students from 70 Brazilian universities, the authors use a multimethod approach with partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA).

The PLS-SEM results demonstrate that student entrepreneurship indirectly influences faculty intrapreneurship through the interaction of students with faculty and entrepreneurs, in addition to proving the intense influence of university support on faculty intrapreneurship, especially in a slow-growth environment. Additionally, the authors confirmed the moderating effect of universities’ dynamic and ordinary capabilities on student interaction and university support, respectively, and some exciting differences considering the ecosystem dynamism. The fsQCA results deepened the differences between environments, presenting different configurations between the antecedents that lead to high levels of faculty intrapreneurship in fast and slow-growth environments.

The study makes a unique and significant contribution to the literature on faculty intrapreneurship by examining the cross-interactions between individual, organizational and environmental levels about the promotion of faculty intrapreneurship. From a practical point of view, it is possible to identify more effective, innovative and systematic ways to encourage faculty intrapreneurship in a developing country. The findings help open up the black box of faculty intrapreneurship.

This research was motivated by the recognition that the use of mobile-based agricultural extension services (AES) applications has become increasingly popular among the bottom of the pyramid segment in recent years. However, users’ adoption is determined not only by their perception of the technology but also by its perceived wealth. In other words, even though a technology may be perceived as advanced, if it does not fit users’ wealth perception benefits, they may not adopt it. Using an extended unified theory of acceptance and use of technology (UTAUT) perspective, this study aims to explore potential predictors of behavioral intention toward AES such as effort expectancy, performance expectancy, customer wealth (CW), social influence and perceived characteristics of innovation.

Potential causal connections between key UTAUT factors and users’ intentions to use the services are hypothesized. An integrated theoretical model was developed and tested against the empirical data collected from 336 AES users. A measurement model and structural equation model were tested using AMOS 22.0 and confirmed all 14 hypothesized relationships.

The results were consistent with the recent literature on mobile technology acceptance, confirming an unmoderated relationship between CW and the adoption of mobile-based AES. This research proposes a mobile AES user adoption model by integrating CW with the unified theory of acceptance and usage of technology (UTAUT).

This study establishes CW as an outcome of various relationships.

The purpose of this research is to assess how full-time tenured academic staff promotion practices (SPP) in Malaysian private universities (MPUs) influence academic staff engagement (SE) and academic staff performance (SP).

The research used quantitative and descriptive methods, focusing on MPUs' academic staff as the unit of analysis. Sampling involved simple random and stratified techniques, with 314 academic personnel surveyed. Participant data was collected through a questionnaire, and study hypotheses were tested using partial least squares structural equation modeling (PLS-SEM) via a bootstrapping approach.

The findings show that SE somewhat mediates the connection between SPP and SP and that SPP significantly influences SP.

This study emphasizes the importance of impartiality and transparency within university administration when promoting academic staff. Universities should adopt modern strategies and approaches for advancing their employees to higher positions, doing so will motivate employees to fully invest in their work, leading to sustained high-performance levels.

This research has substantially improved the understanding and the practical utilization of literature about SP, SPP and SE. This improvement can potentially facilitate the development of models, theories, research initiatives, and practical strategies geared toward enhancing staff efficiency.

Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context.

The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT.

The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link.

This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.

This paper aims to critically review the intersection of searching and learning among children in the context of voice-based conversational agents (VCAs). This study presents the opportunities and challenges around reconfiguring current VCAs for children to facilitate human learning, generate diverse data to empower VCAs, and assess children’s learning from voice search interactions.

The scope of this paper includes children’s use of VCAs for learning purposes with an emphasis on conceptualizing their VCA use from search as learning perspectives. This study selects representative works from three areas of literature: children’s perceptions of digital devices, children’s learning and searching, and children’s search as learning. This study also includes conceptual papers and empirical studies focusing on children from 3 to 11 because this age spectrum covers a vital transitional phase in children’s ability to understand and use VCAs.

This study proposes the concept of child-centered voice search systems and provides design recommendations for imbuing contextual information, providing communication breakdown repair strategies, scaffolding information interactions, integrating emotional intelligence, and providing explicit feedback. This study presents future research directions for longitudinal and observational studies with more culturally diverse child participants.

This paper makes important contributions to the field of information and learning sciences and children’s searching as learning by proposing a new perspective where current VCAs are reconfigured as conversational voice search systems to enhance children’s learning.

This study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual spokespeople have become new assistants in brand marketing. However, how virtual spokespersons drive consumer preference for new products is minimally understood.

This research conducts three experiments to investigate the influence of virtual spokesperson type on consumers' preference for new products.

The research shows that, for radically new products, competent virtual spokespersons improve consumers' perception of self-efficacy and thus consumers' preference; for incrementally new products, warm virtual spokespersons improve consumers' perception of social connection and thus consumers' willingness to buy.

This study broadens research on brand spokespersons and virtual spokespersons. This research also enriches and expands research on the consideration of new product types in brand spokespersons.