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Social media offers better prospect for travellers to seek for travel information, choose a location and share their personal travel experiences. The current study aims to examine how tourists gather information from YouTube shorts and its influence on their intention to use it for selection of an ecotourism destination.

The conceptual model of the study is constructed on information adoption model (IAM). An adaptive questionnaire was utilised to gather 374 valid responses. Partial least square structural equational modelling (PLS-SEM) was utilised for data analysis.

The results showed a positive significant relationship between all the constructs of IAM. The findings also show significant mediating effect of attitude and moderating effect of involvement between information quality and adoption also between source credibility and information usefulness.

This study will help destination marketers by providing valuable insights to them to promote their destinations more effectively on social media platforms. This study will also help travel influencers in understanding what are the factors they should focus on while providing information about ecotourism destination. It will additionally help the local economy and conveys a message to travellers about responsible travel behaviour when selecting or visiting ecotourism destination.

This is the very first attempt to investigate the adoption of YouTube shorts information and formulating behavioural intentions to utilise it for ecotourism destination selection.

This study aims to provide insight into consumer behavior regarding the use of food delivery apps when making purchases. To investigate the primary elements affecting users' intentions to use meal delivery applications, this study suggests an extension to the technology acceptance model through some contextual variable such as “various food choices (VFC),” “trust (TRR),” “perception of COVID-19-related risks (PCR)” and “convenience (CONV)” during the pandemic.

A cross-sectional data of 407 was collected in the Indian context. This research adopts the covariance-based structural modeling approach to test the hypotheses along with hierarchical regression to predict the efficiency of constructs.

Considering the outcomes, “perceived usefulness (PU)” was positively influenced by “perceived ease of use (PEOU),” “VFC” and “CONV.” In addition, the attitude (ATT) was positively impacted by “PU,” “TRR” and “PEOU.” Nevertheless, “PCR” negatively influenced ATT. In additional, this research illustrates the positive impact of ATT and PU on behavioral intention to use.

By confirming the technology acceptance model's capacity for explanation in relation to food delivery apps, this study adds to the body of knowledge. The primary focus of this study is on determining the direct impact of the identified determinants on the adoption of food delivery applications within the context of a pandemic situation in developing countries.

This paper aims to explore the experiences of mental health-related stigma among youth in Dubai, United Arab Emirates, particularly emerging in the context of families through parental attitudes. Although the existing research has focused on families as victim or recipient of stigma related to mental health, the role of families in perpetuating this stigma remains under-researched. This study investigates origins of such stigma operating within families and its impact on youth.

Semi-structured interviews were conducted with 40 youth participants in Dubai. Thematic analysis was used as method of analysis.

Findings show that parental attitudes or beliefs towards mental health are predominantly stigmatizing in nature that discourages disclosure and open dialogue among youth and renders them vulnerable to self-stigmatization. Stigma internalized by the youth manifests in the form of their low self-worth, negative self-perception and worsening their mental health challenges.

This paper contributes to nuanced understanding of stigma operating in informal settings such as families and establishes family as a site of intervention to mitigate stigma towards mental health of youth in early stages.

In recent years, the development of metaheuristic algorithms for solving optimization problems within a reasonable timeframe has garnered significant attention from the global scientific community. In this work, a new metaheuristic algorithm inspired by the inflection mechanism of the avian influenza virus H5N1 in poultry and humans, taking into account its mutation mechanism, called H5N1.

This algorithm aims to explore optimal solutions for optimization problems by simulating the adaptive behavior and evolutionary process of the H5N1 virus, thereby enhancing the algorithm’s performance for all types of optimization problems. Additionally, a balanced stochastic probability mechanism derived from the infection probability is presented. Using this mechanism, the H5N1 algorithm can change its phrase, including exploitation and exploration phases. Two versions of H5N1, SH5N1 and MH5N1, are presented to solve single-objective optimization problems (SOPs) and multi-objective optimization problems (MOPs).

The performance of the algorithm is evaluated using a set of benchmark functions, including seven unimodal, six multimodal, ten fixed-dimension multimodal to solve SOPs, ZDT functions and CEC2009 has been used to demonstrate its superiority over other recent algorithms. Finally, six optimization engineering problems have been tested. The results obtained indicate that the proposed algorithm outperformed ten algorithms in SOPs and seven algorithms in MOPs.

The experimental findings demonstrate the outstanding convergence of the H5N1 algorithm and its ability to generate solutions of superior quality.

The metaverse is reshaping the fashion industry, offering new insights into innovation diffusion. This study aims to examine how perceived innovation characteristics influence unrestrained buying behavior, using flow as a mediator. By integrating innovation diffusion and flow theory, it explores how technostress and self-control moderate the impact of innovation characteristics on flow.

A cross-sectional, quantitative study was conducted using multistage sampling to examine unrestrained purchase behavior. Data from 457 Asian consumers were collected via surveys and analyzed using SPSS 22.0, AMOS V.24 and MACRO PROCESS.

This study indicates that although the metaverse website’s perceived characteristics of innovation increase user flow and encourage unrestrained buying behavior, technostress and self-control weaken the relationship between how users perceive innovation (in terms of its benefits like relative advantage and compatibility) and their ability to experience flow. However, when it comes to complexity, both technostress and self-control do not significantly moderate the relationship between complexity and flow.

This study reveals how metaverse innovation is reshaping Asian consumers’ views of the fashion industry. It helps marketers and advertisers understand the metaverse’s impact on unrestrained buying behavior and its growing importance for the fashion sector.

This study offers a framework for understanding how Asian consumers’ adoption of metaverse technology is transforming the fashion industry. It adds to the literature by assessing innovation attributes and their impact on unrestrained purchasing in virtual worlds.

El Metaverso está remodelando la industria de la moda, ofreciendo nuevas perspectivas sobre la difusión de la innovación. Este estudio examina cómo las características percibidas de la innovación influyen en el comportamiento de compra sin restricciones, utilizando el flujo como mediador. Al integrar la Teoría de la Difusión de la Innovación y la Teoría del Flujo, explora cómo el tecnostres y el autocontrol moderan el impacto de las características de innovación sobre el flujo.

Se realizó un estudio cuantitativo y transversal utilizando muestreo por etapas múltiples para examinar el comportamiento de compra sin restricciones. Se recolectaron datos de 457 consumidores asiáticos a través de encuestas y se analizaron utilizando SPSS 22.0, AMOS V.24 y MACRO PROCESS.

El estudio indica que, aunque las características percibidas de la innovación del sitio web del metaverso aumentan el flujo de los usuarios y fomentan el comportamiento de compra sin restricciones, el tecnostres y el autocontrol debilitan la relación entre cómo los usuarios perciben la innovación (en términos de sus beneficios como ventaja relativa y compatibilidad) y su capacidad para experimentar flujo. Sin embargo, en lo que respecta a la complejidad, tanto el tecnostres como el autocontrol no moderan significativamente la relación entre la complejidad y el flujo.

El estudio revela cómo la innovación en el Metaverso está remodelando las percepciones de los consumidores asiáticos sobre la industria de la moda. Ayuda a los profesionales del marketing y la publicidad a comprender el impacto del Metaverso en el comportamiento de compra sin restricciones y su creciente importancia para el sector de la moda.

Este estudio ofrece un marco para comprender cómo la adopción de la tecnología del metaverso por los consumidores asiáticos está transformando la industria de la moda. Aporta a la literatura evaluando los atributos de innovación y su impacto en las compras sin restricciones en mundos virtuales.

元宇宙正在重塑时尚产业, 并为创新扩散提供了新的见解。本研究探讨感知创新特征如何影响无节制购买行为, 并将“心流”作为中介变量。此外, 研究融合了创新扩散理论与心流理论, 进一步分析技术压力与自我控制如何调节创新特征对心流的影响。

本研究采用横断面定量研究方法, 并运用多阶段抽样策略以考察无节制购买行为。通过问卷调查收集了来自457名亚洲消费者的数据, 并利用SPSS 22.0、AMOS V.24和MACRO PROCESS进行数据分析。

研究结果表明, 元宇宙网站的感知创新特征能够增强用户的心流体验, 从而促进无节制购买行为。然而, 技术压力与自我控制削弱了用户对创新的感知（如相对优势和兼容性）与其心流体验之间的关系。然而, 在复杂性维度上, 技术压力与自我控制对复杂性与心流之间的关系并未表现出显著的调节作用。

本研究揭示了元宇宙创新如何重塑亚洲消费者对时尚产业的认知, 为营销人员和广告商提供了关于元宇宙如何影响无节制购买行为的见解, 并凸显了其在时尚行业日益增长的重要性。

本研究构建了一个分析框架, 以理解亚洲消费者对元宇宙技术的采纳如何推动时尚产业的变革。研究通过评估创新特征及其对虚拟世界中无节制购买行为的影响, 进一步丰富了相关文献。

This study aims to identify factors that affect the intention and actual adoption of cashless payment (ACP) among Vietnamese youths. Extending the unified theory of acceptance and use of technology (UTAUT) model with two impelling factors (perceived trust [PTR] and lifestyle compatibility [LCM]), this study also examined the mediating effect of intention to adopt cashless payment (ICP) on the relationships of UTAUT model components with the actual ACP.

All data were collected online from 422 Vietnamese youths through online survey, and partial least squares structural equation modelling was performed to analyse the data.

The study’s results illustrated the positive and significant effects of performance expectancy, effort expectancy, facilitating conditions, LCM and PTR on ICP. However, social influence was found to exhibit a negative effect on ICP. Furthermore, ICP was found to contribute no mediation effects on the relationships of any of the components with the actual ACP.

This study’s findings are widely useful for marketers and managers to plot their promotional and campaigning strategies, emphasising factors that motivate consumers to adopt cashless payment. The obtained findings also benefit architects and designers in designing products and services by consolidating lifestyle standards and other requirements of consumers. Policymakers should implement policies and strategies to enforce rules and educate the public to widely adopt cashless payment across various sectors.

This study extended the UTAUT model with two new variables, i.e. PTR and LCM.

Rapid development in modern technologies has led to the transformation of global marketing strategies. Concerned stakeholders are also trying to alter the course of sustainable activities to exploit the marketing opportunities available in the digital world. Green gamification platforms have been developed and are being espoused by brands to enhance their image and support the sustainable development entrenched in users’ engagement with international brands. These platforms can transform consumers’ cognitive learning and decisions; however, their probable role is not explored in this context. A framework based on behavioural reasoning theory and value consumption theory is proposed to investigate associations of gamification value, cognitive reasoning factors, engagement and contextual boundary elements.

Partial least square structural equation modelling was applied to the data of 413 players, which were collected using a cross-sectional approach from qualified respondents.

Results indicate that gamification value inspires consumer engagement, with international brands and augments environmental consciousness; however, it also originates environmental complacency, but complacency does not significantly impact consumer engagement contrary to environmental consciousness. Besides, the interaction of a status-seeking lifestyle supplements environmental complacency and lessens the impression of environmental consciousness. The perceived sustainable image significantly enhances the influence of environmental consciousness towards consumer brand engagement, which is divergent from complacency.

This study offers implications for brands to utilize the digital uprising of gamification effectively in international markets. It proposes to transform the marketing strategies to bolster consumers’ engagement with international brands through gamification marketing strategies. This can help to achieve sustainable development goals worldwide more effectively.

This study proposes a hierarchic segmentation that develops a tree-based classification model and classifies the cases into groups. This allows for the definition of e-commerce user profiles for each of the groups. Additionally, it facilitates the development of actions to improve the adoption of the online channel that is in such high demand in the current pandemic COVID-19 context.

Regarding the created segments, two extreme segments stand out due to their marked differences and high volume. Segment 3 with 23% of the sample is the group with the most predisposition to use the online channel and is characterised by a high level of trust, more habitual use in comparison with other groups and the belief that its use implies high performance, which indicates they believe it to be useful, quick and helpful for more an effective shopping experience. The other extreme is found in segment 7. This group makes up 17.7% of the total and is the most reluctant to use the online channel. These users are characterised by the complete opposite: they have a low level of trust in this channel. However, the effort expectancy is low, i.e. they consider that the adoption of the online channel does not involve many difficulties in its learning and use. Nevertheless, they use it less regularly than the others.

Based on the conclusions reached in this study, in the current pandemic context in which consumer demand for online shopping channels for all types of products is on the rise, it is recommended that companies focus on the following aspects. It is essential to build trust with the user and show them the real benefits of e-commerce, how it would improve their life and why they should use it. Additionally, it is vital that the user perceives it as an easy procedure that does not require a significant learning curve. Other fundamental aspects would be to reduce any uncertainty the user might have about the online shopping process, to make it as easy as possible, and to design a simple, intuitive and user-friendly interface. It is also recommendable to manage data usage efficiently. To do so, the authors recommend asking the user for the least amount of information possible, offering a data protection policy and assuring them that their information will not be misused nor shared with third parties. All of this provides a series of facilities to modify the online shopping habits of users.

As in most of the research, this study presents a series of limitations that should be debated and that could open future lines of investigation. Firstly, regarding the sample used that was limited to two neighbouring countries with similar profiles a priori; it would be necessary to compare their possible cultural differences according to Hofstede's dimensions as well as increase the number of European countries being analysed to reach a more generalised conclusions. Secondly, the variables used are a combination of those derived from the UTAUT2 model and others suggested in the literature as decisive in technology adoption by users, in this sense other theories and variables could be incorporated to complete a more holistic model.

This work contributes in a general way to (1) analysing the intention to use e-commerce platforms from a set of antecedents previously defined by their importance, after a period of economic and social restrictions derived from the pandemic; (2) determination of customer segments from the classification made by the CHAID analysis; (3) characterisation of the previously defined segments through the successive divisions that were proposed in the analysis carried out.

Other fundamental aspects would be to reduce any uncertainty the user might have about the online shopping process to make it as easy as possible, and to design a simple, intuitive, and user-friendly interface. It is also recommended to manage data usage efficiently. To do so, the authors recommend asking the user for the least amount of information possible, offering a data protection policy, and assuring them that their information will not be misused or shared with third parties.

The results obtained have allowed us to establish predictive and explanatory models of the behaviour of the segments and profiles created, which will help companies to improve their relationships with online customers in the coming years.

本研究擬提出一個會發展基於樹的分類模型、以及會把案例歸入不同的類別的層次細分。這讓我們能為每個類別考慮到電子商務用戶輪廓的定義和解釋; 這亦促進我們優化採用在線渠道的發展工作,而在線渠道於現時2019冠狀病毒病肆虐的情況下,實在供不應求。

就創設的細分而言,兩個極端的細分因其明顯的差別和大批量而顯得突出。佔樣本百分之二十三的細分3是擁有最大使用在線渠道傾向的細分,而細分3的特徵包括他們對在線渠道呈高信任度,比其他類別更習慣地使用,以及其相信使用在線渠道會帶來更高的績效,這表示他們相信使用在線渠道是有效的,是快捷的,是可幫助帶來成功的購物體驗的。另外的極端在細分7內發現。這類別佔整體的百分之十七點七,而他們是最不願意使用在線渠道的類別。這類別的特徵和前述的剛剛相反: 他們對在線渠道的信任程度是低的,唯其努力期望是低的,也就是說,他們認為使用在線渠道是不會涉及很多在學習上或在實際應用上的困難。即使是這樣,他們較其他人卻較少使用在線渠道。

基於研究的結論,我們的建議是: 於目前大流行肆虐期間,消費者對於以在線渠道網購各類商品的需求不斷增加,企業應聚焦以下的範疇: 企業必須建立消費者對電子商務的信心,並為他們展示電子商務的真正好處; 企業也必須使消費者明瞭電子商務如何能改善其生活,以及他們為何要使用電子商務。更重要的是使消費者覺得使用電子商務是輕而易舉的,又不涉及陡峭的學習曲線。凡此種種,就成為消費者改變其網上購物習慣的動力和誘因。至於其他基本的考慮,包括減輕消費者對使用電子商務的不確定情緒,使電子商務易於使用,以及設計一個簡易的、憑直覺能知曉的、方便使用的介面。另外,值得推薦的是、數據使用情況須有效地管理。為此,我們建議應儘量向使用者索取最低限度的資料,為他們提供資料保護政策,保證他們的資料不會被濫用或與第三者分享。

與其他大多數的研究一樣,本研究展現了一系列值得辯論的局限,而這些局限或許會開展未來研究的領域。首先,考慮到使用了一個局限於兩個以因及果演繹而成的、概況相似的相鄰國家為樣本,我們或許需要根據霍夫斯泰德文化維度理論對這兩個國家進行比較,以瞭解它們的文化差異; 另外,為求能達致可普遍適用的結論,我們也需把被分析的歐洲國家的數目增加。其次,被使用的變數是兩組變數的組合,他們是從UTAUT2模型中取得的變數,以及在有關的文獻裡,就技術採用而言、使用者認為是重要的變數。就此而言,若其他的理論和變數能被包含其中,則達致的模型將會是一個更為整體的模型。

本研究就一般而言有以下的貢獻: (一) 、 在因大流行病而引起的經濟和社會限制實施時期後,研究人員分析人們如何從一套過去被認定是電子商務平台的重要前身而選擇使用電子商務平台,本研究對這方面的分析作出了貢獻; (二) 、本研究幫助確定從透過CHAID分析而來的分類中得到的顧客細分; (三) 、本研究透過進行連續分解、幫助歸納過去被認定的細分的特徵。

企業必須建立消費者對電子商務的信心,並為他們展示電子商務的真正好處; 企業也必須使消費者明瞭電子商務如何能改善其生活,以及他們為何要使用電子商務。更重要的是使消費者覺得使用電子商務是輕而易舉的,又不涉及陡峭的學習曲線。凡此種種,就成為消費者改變其網上購物習慣的動力和誘因。至於其他基本的考慮,包括減輕消費者對使用電子商務的不確定情緒,使電子商務易於使用,以及設計一個簡易的、憑直覺能知曉的、方便使用的介面。另外,值得推薦的是、數據使用情況須有效地管理。為此,我們建議應儘量向使用者索取最低限度的資料,為他們提供資料保護政策,保證他們的資料不會被濫用或與第三者分享。

本研究所得的結果,讓我們可以建立多個模型、以預測並解說有關的市場部分的行為和被創建的消費者簡介,這會幫助企業改善它們今後與網上顧客的關係。

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.

Sustainability, responsible travel and ecotourism have gained popularity in recent years, forcing all stakeholders to consider their environmental impact. This analysis identifies tourist-harming acts and acknowledges tourism stakeholders like tourism firms, local communities and travellers' efforts to maintain and protect nature. Tourism stakeholders' care for their natural environment might impact the success of a destination's sustainable and ecotourism operations. Responsible tourism does not tolerate green washing. Sustainability is complicated, and sustainable tourism (ST) has numerous components, making it hard to identify responsible travel for tourist sustainability. Thus, tourism stakeholders' opinions and challenges must be considered. After COVID-19, everything is back to normal. It is critical to understand how relevant parties can promote ethical travel in ecological destinations. This will ensure that tourism meets local needs and protects natural and cultural resources. Therefore, stakeholders must be considered, and any issues that arise must be addressed. To protect the environment, responsible travel needs more than a campaign or a few little actions. How to build ethical journeys for and from all tourist stakeholders, especially in an ecological destination, is a hard and long-debated subject. This chapter highlighted the main stakeholders' viewpoints and concerns with responsible travel for tourism sustainability. For stakeholders to recognise the success of tourism sustainability, they must understand responsible travel. The authors asked the three primary stakeholders about their perspectives and the steps they needed to take to address the challenges. Understanding changing attitudes to willingly modify behaviour and influence habits, among other things, is crucial for promoting meaningful tourism.