Search results

This study aims to identify the key characteristics of tourism live streamers (TLSers) that influence target consumers and examine how these characteristics enhance destination brand value by stimulating consumer emotional engagement and value co-creation behaviors.

A questionnaire survey was conducted with 552 respondents who had viewed tourism live streaming in China. The data were analyzed using structural equation modeling.

The results revealed that TLSers’ expertise had the strongest influence on consumers and positively affected their attachment, trust, participation and citizenship behaviors and perceived destination brand value. Attractiveness and trustworthiness exerted positive but weaker effects on these variables.

This study contributes to the theoretical development of live-streaming research by demonstrating the distinct impacts of TLSer characteristics. Furthermore, this study expands the application of the social exchange theory and value co-creation in tourism research.

本研究旨在确定影响目标消费者的旅游直播主（TLSers）的关键特征, 并检验这些特征如何通过激发消费者情感参与和价值共创行为来增强目的地品牌价值。

对在中国观看过旅游直播的552名受访者进行了问卷调查, 采用结构方程建模分析数据。

研究结果显示, TLSers的专业知识对消费者影响最大, 并积极影响他们的情感依恋、信任、参与和公民行为, 以及感知的目的地品牌价值。吸引力和可信度对这些变量的影响较弱但也是积极的。

本研究通过展示TLSer特征的独特影响, 对直播研究的理论发展做出了贡献。此外, 本研究扩展了社会交换理论和价值共创在旅游研究中的应用。

The purpose of this study is to investigate the effects of employee live streamers on consumers' purchase behaviors and brand image, as well as to understand the mediating roles of friendship and self-congruity.

A framework was proposed to explain the influence of employee live streamers' qualities on consumers' behaviors and brand image through the mediators of friendship and self-congruity. Primary data was collected from 225 valid survey responses in China, and the PLS-SEM analysis was employed to test the statistical significance of the hypothesized relationships.

The study found that four qualities of employee live streamers – trustworthiness, attractiveness, responsiveness and expertise – had significant effects on consumers' purchase behaviors and brand image through the mediators of self-congruity and friendship.

This research provides valuable insights into the varying roles of employee live streamers in consumers' decision-making and brand image formation. It offers a theoretical basis for scholars to understand the factors of PSI (parasocial interaction) between consumers and an employee streamer, contributing to the growing body of literature on live streaming and consumer behavior.

本研究旨在调查员工直播主对消费者购买行为和品牌形象的影响, 以及了解友谊和自我一致性在其中的中介作用。

本研究提出了一个框架, 以解释员工直播主的特质通过友谊和自我一致性的中介对消费者行为和品牌形象的影响。在中国收集了225份有效的调查问卷数据, 并采用PLS-SEM分析来测试假设关系的统计显著性。

研究发现员工直播主的四种特质 - 可信度、吸引力、反应能力和专业性 - 通过自我一致性和友谊的中介对消费者的购买行为和品牌形象产生了显著影响。

本研究深入探讨了员工直播主在消费者决策和品牌形象塑造中的不同作用, 为学者们理解消费者与员工直播主之间PSI（伪社交互动）的因素提供了理论基础, 为直播和消费者行为领域的日益增长的文献体系做出了贡献。

This study aims investigate in-service teachers’ perspectives on the integration of ChatGPT, an artificial intelligence (AI)-driven chatbot, into United Arab Emirates (UAE) private schools. As the UAE progresses towards a knowledge-based economy, aligning with the goals of the UAE 2030 vision, this research assesses the capacity of ChatGPT to enhance the educational experience within the framework of technological pedagogical content knowledge.

A mixed-methods approach is used, combining a survey assessing teachers’ attitudes and a thematic analysis of open-ended responses, to explore the effectiveness, challenges and pedagogical implications of ChatGPT’s use in the classroom.

Findings reveal that teachers value ChatGPT for its potential to individualize learning and streamline the creation of educational materials, aligning with the shift towards student-centred approaches and the demands of 21st-century skills. However, significant challenges are noted, including ethical concerns, the need for reliable content and a necessity for extensive professional development to fully realize ChatGPT’s benefits.

While ChatGPT transforms teaching and learning practices, realizing this potential requires addressing critical issues through adaptive policy-making, continuous educator training and thoughtful integration into the curriculum.

The study highlights the importance of a collaborative approach to dealing with the details of AI in education, ensuring that advancements like ChatGPT align with the evolving educational paradigms of the UAE.

This study aims to meta-analytically investigate the impact of educational technology interventions on the development of creative thinking in educational settings. In recent years, the debate among researchers has persisted regarding the impact of various educational technologies, including interactive learning environments, digital instruction and platforms, and educational games and robotics, on students' creative thinking in diverse educational settings due to inconsistent findings.

This study, conducting a meta-analysis by synthesizing 35 relevant empirical studies with 2,776 participants, aims to investigate the association between educational technology interventions and the Torrance Tests of Creative Thinking (TTCT) and its subscales (fluency, flexibility, originality and elaboration).

No evident publication bias was found. From a general perspective, the results demonstrate a moderate level of influence of educational technology on the overall TTCT scale, with high heterogeneity attributed to the adopted instruments, mixed methods and target outcomes. Additionally, the results indicate that only three of the TTCT subscales (fluency, flexibility and originality) are influenced by educational technologies. Among the interventions, interactive learning environments yielded medium to the largest mean effect size. Furthermore, moderator analyses suggest that the effects of interventions on two subscales of TTCT (flexibility and originality) are moderated by school types, research design and the duration of intervention. The conclusion drawn is that interventions promoting students' creative thinking in different educational settings are efficacious.

Despite the low homogeneity of the results, which might have influenced the findings, the large fail-safe N suggests that these findings are robust. The study examined potential causes of heterogeneity and emphasized the importance of further research in this area.

This study aims to investigate how long commutes negatively affect employees’ creative deviance at work, exploring the mediating role that impaired work–life balance plays in linking commute to restricted creative deviance, as well as examining whether access to flexible work arrangements can alleviate commuting’s detrimental indirect effects.

This study employed a three-wave survey methodology conducted over monthly intervals with 246 participants in China’s Pearl River Delta region. Rigorous screening ensured a demographically diverse sample.

Commuting time negatively affects creative deviance, both directly and indirectly through work–life balance. Flexible work arrangements mitigate the adverse effects of long commutes on work–life balance, subsequently weakening the indirect effect of commuting time on creative deviance through work–life balance.

A holistic approach is suggested for organizations aiming to foster a supportive and ethical work environment, which involves a combination of organizational policies, leadership practices and individual actions to promote both creativity and employee welfare.

This research breaks new ground by identifying commuting time as a key factor influencing creative deviance in the workplace, mediated by work–life balance. It integrates transportation research with organizational behavior, applying an ethics of care perspective to challenge traditional paradigms. The study’s interdisciplinary approach, bridging multiple fields, provides a novel, holistic view of how non-work factors impact workplace innovation.

The implementation of customer service chatbots in various industries is increasingly accepted globally. Previous research has not extensively explored the relationship between chatbot disclosure, technology anxiety, chatbot quality, customer experience and customer satisfaction derived from using chatbot customer service in e-commerce. Therefore, this paper aims to examine the determinant factors of customer service chatbot continuance intention by extending the expectation confirmation theory (ECT). The researchers integrate chatbot quality, technology anxiety and disclosure into ECT to comprehensively understand the phenomena.

The quantitative study uses the partial least square structural equation model disjoint two-stage approach with a sample of 310 respondents collected using purposive sampling.

The study reveals that perceived usefulness, confirmation and satisfaction positively affect customer service chatbot continuance intentions. Moreover, chatbot disclosure can enhance chatbot quality. However, technology anxiety negatively affects chatbot quality.

This research contributed to adapting customer service chatbots in Indonesian e-commerce, focusing on chatbot quality, technological anxiety and transparency. Furthermore, it underscores the need for clarity, addresses transaction-specific concerns and artificial intelligence-driven customer assistance in the Indonesian market.

This study is a pilot study exploring the usefulness and ease of use of a prototype VR PetCPR system and discusses the possibility of using it to facilitate pet healthcare skills acquisition. The designed VR PetCPR training system aims to provide pet healthcare professionals with an inexpensive, accessible and reliable CPR training tool and refine their skills in a controlled and simulated environment.

The study was conducted in a one-day workshop. The workshop consisted of the morning section (Section A) and the afternoon section (Section B). Section A was the knowledge acquisition stage. Section B is the VR PetCPR stage. Trainees were then given 30 min to experience the VR PetCPR set. When trainees were ready, they were required to complete two trials of dog CPR practice. After the practice, trainees completed the questionnaire and reported their attitudes toward VR PetCPR practice.

Overall, trainees held positive attitudes toward the effectiveness and usefulness of the VR PetCPR. After practicing skills via VR CPR, over half of the trainees responded that the system is effective in helping them understand the essential knowledge (e.g. operation status, operation positions, etc.) of performing CPR skills on a 30-pound dog. A significantly positive attitude was reported on trainees’ perceptions toward the ease of use of practicing their chest compression skills with the PetCPR. The positive attitudes significantly outnumbered the negative attitudes on explicit instruction and guidance, accessibility, convenience in practice and straightforward interface.

From data collected from 16 animal hospitals in the United States, Europe and Australia with 709 cases, 147 dogs (28%) and 58 cats (30%) temporarily attained ROSC during CPR, and 14 dogs (3%) and four cats (2%) survived to hospital discharge. Training veterinary CPR techniques and implementing RECOVER guidelines still have a long way to go. However, recent virtual reality simulations for CPR training were mainly designed for human patients CPR (Issleib et al., 2021; Liu et al., 2022; Almousa et al., 2019; Wong et al., 2018). The VR PetCPR remains a missing puzzle in the current VR training designs.

The study explores the impact of food influencers on consumer behaviour in the social media context. It assesses the interplay between the number of followers an influencer has and the type of content this influencer communicates to the audience. Doing so, the research contributes to the strategic refinement of influencer marketing practices, especially in the food industry.

The study employed an experimental between-subject design 2 (influencer type: micro vs macro) x 2 (content type: informational vs entertaining). It recruited 197 Prolific participants (45.7% female, Mage = 45.076), testing their perceptions towards the influencer and the endorsed product in the social media post.

There was a significant interaction between influencer type and content type on consumers’ attitudes towards and their willingness to buy the advertised product. Specifically, the notion that “the more followers, the better” may only be applicable when consumers peruse the content for entertainment purposes, whereas while they read it for information purposes, a micro influencer (with hundreds to thousands of followers) may have as much impact on consumer behaviour as a macro influencer (with hundreds of thousands to a million followers).

Our findings offer a nuanced understanding into the conventional wisdom that people often follow crowd behaviour. Using the Heuristic-Systematic Model (HSM), we explicate when the number of followers matters and when the content type prevails.

The study examined the relationship between e-learning usage, creativity, e-learning utility and academic performance among undergraduate (UG) and postgraduate (PG) students at Banaras Hindu University (BHU), India.

The data from 480 students were collected using a cross-sectional survey design. Pearson correlation analysis was performed in order to investigate the association between the variables.

The results revealed a significant positive correlation between time of use and academic performance (r = 0.294, p < 0.01). However, there was no significant correlation between time of use and the usability of e-learning in the attainment of learning outcomes. Furthermore, there was a negative correlation between time of use and creativity (r = −0.170, p < 0.01).

The results indicate that educators ought to promote consistent utilization of e-learning platforms to enhance scholarly achievements. However, learners should exercise prudence in their usage, as an over-reliance on these platforms may impede their creativity.

This study contributes to the existing body of knowledge regarding the impacts of e-learning on students' academic performance and creativity. Additionally, it offers instructing professionals and students who make use of e-learning platforms information that might be helpful to them.

Fashion marketers are adopting attractive virtual personalities to replace human influencers on social media, but the impact of consumer bias against virtual influencer acceptance is not fully understood. Drawing upon match-up hypothesis, attribution theory and speciesism against artificial intelligence (AI), this research investigates how speciesism shapes the influencer-product attractiveness transference in AI-powered influencer marketing for fashion products.

Three studies were conducted (N = 1,385) to test the influencer-product attractiveness transference, the moderating role of influencer type and the moderated moderating role of speciesism against AI.

Our studies validated the attractiveness transference and revealed that influencers’ attractiveness promotes purchase intention via perceived product attractiveness. The adoption of virtual (vs human) influencers weakens the attractiveness transference and attenuates the mediating effect. Low speciesism boosts the effectiveness of virtual influencers, such that attractiveness transference disappears only when high-speciesism consumers react to virtual influencers.

Our findings clarify how influencers’ physical appearance, AI application and speciesism together impact interactive fashion marketing, offering practical insights into successful influencer strategies on social media.