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This study aims to provide a new perspective on the impact of mortality threats on consumer behavior through the lens of brand anthropomorphism. It examines the mediating effects of control and connectedness motives and the moderating effects of brand roles on the relationship between mediators and brand attitudes.

A preliminary study explored the relationship between pandemic-induced mortality threats and attitudes toward anthropomorphized brands. Study 1 investigated the underlying mechanism, and Study 2 examined the moderating effects of servant or partner roles. Study 3 confirmed the mortality threat effect on anthropomorphic brand attitudes in the absence of the pandemic.

The study revealed that mortality threats enhanced the desire for control and connectedness, which strengthened attitudes toward anthropomorphized brands. The results also indicated matching effects between the motivations for anthropomorphism and brand roles.

This research offers novel insights into the effects of pandemic-induced mortality threats and mortality threats in non-pandemic contexts on anthropomorphic motives. It highlights the influence of these psychological needs on consumer responses to brand roles and provides insights for brand management during a crisis.

Wellness tourism is growing in importance as increasing numbers of travelers place a priority on their health and well-being by traveling. This study examined the relationships between wellness tourism destination attributes, perceived quality, perceived mental health, eudaimonic well-being, overall satisfaction and behavioral loyalty to corroborate a model explaining wellness tourism destination loyalty in Thailand.

The conceptual model of this study was examined using a survey research design. The survey questionnaire was distributed to Chinese tourists who had previously traveled to Thailand and engaged in wellness tourism activities during their trip.

The findings revealed that healthful food choices, core facilities and staff service significantly influenced perceived quality. This perceived quality was a crucial factor in determining perceived mental health, which in turn impacted eudaimonic well-being. Overall satisfaction was directly influenced by perceived quality, perceived mental health and eudaimonic well-being. Additionally, perceived quality had a direct effect on behavioral loyalty.

With the growing global interest in wellness and travel, this study offers valuable insights for tourism marketers in Thailand to enhance their wellness tourism strategies. Tourism organizations should emphasize the quality of food, facilities and staff service to attract wellness-oriented travelers.

This study highlights the interconnectedness of perceived quality, good mental health and eudaimonic well-being. High-quality experiences contribute to improved mental health and in turn enhance eudaimonic well-being.

This study aims to discuss appropriate individual, organizational and macroleveled conditions when it is desired to foster intrapreneurship with nudge techniques.

Conceptual paper.

This paper aims to provide theoretical framework on the relationship between nudges approach and intrapreneurship and offer measurable propositions at different level of analysis for future research.

At the individual level it is theorized that nudges techniques on intrapreneurship will work when: “agents are aware of being nudged”, “choice architect is a well-recognized leader”, “perception of meaningful work is high” and “agents had former experience about being nudged”. At the organizational level it is claimed that the “number”, “type” and “frequency” of nudges plays the prominent role. Lastly, at the macrolevel it is postulated that “cultural adjustments”, “providing education” and “forming networks” sets the ground for pushing masses to intrapreneurial activities via nudges.

Artificial intelligence (AI) services are vital in enhancing customer experience and purchase intentions in the international online fashion retail sector. This study explores customers’ intentions to use AI-enabled services, focusing on transaction utility, trust and product uniqueness across the customer journey in the context of international online fashion stores. This study also assesses how privacy moderates customer intentions.

This study adopted a longitudinal research design and purposive sampling technique to collect a total of 566 participants. The final data were analyzed using IBM SPSS Amos version 21 software.

The study highlights the significance of transaction utility, trust and product uniqueness in AI integration across the customer journey (pre-purchase, during purchase and post-purchase stages). Most of the direct relationships are significant, except the relationship between the during purchase and post-purchase stages. With a few exceptions, AI integration commonly does not mediate the relationship between antecedents and intention to use AI-enabled services. Privacy moderates AI integration in post-purchase, during purchase and intention to use AI-enabled services, except in the pre-purchase stage.

This study bridges important gaps in the literature by integrating AI-enabled services and customer behavior, contributing to a broader knowledge of customer interactions in global e-commerce fashion stores. The study examines multiple attributes that impact intention, such as transaction utility, trust, product uniqueness, AI integration in three stages of purchases (pre-purchase, during purchase and post-purchase) and privacy, using three major theories: mental accounting theory, trust commitment theory and commodity theory.

With an emphasis on the moderating impact of trust, this study examines determinants influencing the purchase intentions of young consumers in augmented reality (AR) shopping platforms. This research study aims to pinpoint essential elements, including the enjoyment dimensions (i.e. entertainment, visual appeal and hedonic component) and practicality dimensions [i.e. informativeness, navigation and perceived usefulness (PU)], that are imperative in influencing young consumers’ purchase intentions in AR-based shopping platforms.

The present study used a quantitative approach grounded in the stimulus-organism-response model and the extended technology acceptance model, which analysed purchase intention among the youth using AR shopping platforms. One hundred seventy-two samples were gathered through self-administered questionnaires and underwent partial least squares structural equation modelling analysis to predict the relationships between the proposed variables.

The results of the current study suggested the independent variables (e.g. entertainment, visual appeal, informativeness and navigation) had a significant impact on hedonic components and PU. Furthermore, both hedonic components and PU had a significant and positive influence on purchase intention. Nevertheless, it is noteworthy that hedonic components and PU in relation to purchase intention were not moderated by trust.

The developed research framework is significant for understanding the perceptions of shopping behaviour among young consumers in the Borneo region of Malaysia. This is one of the few studies that explored the interplay between enjoyment and practicality’s dimensions on purchase intention via AR shopping platforms in the less explored region of Malaysia. Hence, this study plays a pivotal role in contributing to the existing marketing and technology management literature. Moreover, it holds practical importance for business operators and marketers as it aids in decision-making and strategic planning for the future direction of businesses in the young consumer market.