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This study explores the influence of textual social cues on virtual influencers' perceived attractiveness, homophily and credibility, and their impact on consumers' purchase intentions. The moderating role of perceived anthropomorphism is also assessed.

A randomized between-subjects experiment with 265 participants (134 low social cue/131 high social cue) was conducted. Participants viewed a fictional virtual influencer’s social media profile and post, then completed a survey. Partial least squares structural equation modeling (PLS-SEM) analysis was used to examine the effects of textual social cues on attractiveness, attitude homophily, credibility and purchase intention as well as the moderating role of perceived anthropomorphism.

The study found that textual social cues directly influence attractiveness and attitude homophily, which significantly impact virtual influencer credibility. Credibility, in turn, strongly predicted purchase intention.

Incorporating textual social cues into a virtual influencer’s profile to create a likable persona can help overcome the novelty effect and build lasting relationships with followers. Marketers should use textual cues, like emojis and self-disclosure, to enhance marketing effectiveness and select virtual influencers aligned with their target audience.

This study is among the first to explore the role of textual social cues in virtual influencers, extending the source credibility model and social information processing theory to the influencer marketing context.

This study aims to understand the reasons for individuals switching from traditional banks to Internet-only banks and examine how switching intentions differ between Generation X and Generation Z. Notably, Generation Z, being digital natives, exhibits distinct characteristics compared to Generation X, who often referred to as digital immigrants. Given the technology-driven nature of Internet-only banks, a multi-group analysis between these two generations was conducted.

This study utilizes Bansal’s push–pull–mooring model as a framework to analyze switching intention. The study collected survey data from 383 Korean participants, consisting of 198 participants from Generation Z and 185 participants from Generation X.

The findings indicate that low satisfaction and discomfort are factors that push people to leave traditional banks. Specifically, Generation Z shows a significantly higher inclination to leave traditional banks due to discomfort. On the other hand, relative advantage, compatibility, observability and trialability are factors that pull people to switch to Internet-only banks. Generation X is more likely to consider adopting Internet-only banks when compatibility is high and complexity is low.

This study is the first to explore unique motivators for Generation Z, such as their discomfort with interpersonal interactions in the retail banking sector. These findings challenge earlier research emphasizing human interaction’s importance in technology adoption, offering insights into their future adoption of contactless services.

The purpose of this paper is to examine the resistance behavior of smart factories in small and medium-sized enterprises (SMEs). Drawing upon dual factor perspective, this study examines how two types of quality and perceived usefulness impact user resistance as enabling factors and how switching cost, skepticism, habit and inertia contribute to user resistance as inhibiting factors. Additionally, multi-group analysis is employed to compare small and medium enterprises.

Purposive sampling technique was employed to collect 460 Korean SMEs employees, consisting of 235 small enterprises and 225 medium enterprises. Partial least squares structural equation modeling was used for data analysis.

The results reveal that all three inhibiting factors, switching cost, skepticism and habit, are key antecedents of inertia. In small enterprises, skepticism has a greater impact on inertia, which in turn strongly affects resistance. Additionally, system quality is more crucial for small enterprises, whereas information quality holds more importance for medium enterprises in mitigating resistance. Moreover, when the implementation level of a smart factory is high, the effect of perceived usefulness on user resistance diminishes.

This study has revealed the importance of considering both enabling and inhibiting factors for the adoption of smart factory systems in the context of SMEs. Additionally, it has provided evidence that as the level of the smart factory system increases, the effect of perceived usefulness on user resistance decreases, thus making the transition to smart factory systems more challenging.