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Because of the importance of the wheat industry in the economy, a real-featured performance measurement approach is essential for the wheat production process. The purpose of this paper is to develop a data envelopment analysis (DEA) model that is fully compatible with the wheat production process so that managers and farmers can use it to evaluate the efficiency of wheat farms for strategic decisions.

A dynamic multi-stage network DEA model is developed to evaluate the efficiency of wheat production farms in short-term (two-year) and long-term (eight-year) periods.

The results of this study show that because of the lack of long-term planning and excessive reliance on rain, most of the investigated regions have no stability in efficiency, and the efficiency of the regions changes in a zigzag manner over time. Among studied regions, only the Hashtrood region has high and stable efficiency, and other regions can follow the example of this region's cultivation method.

To the best of the authors’ knowledge, this study is the first one that uses the dynamic multi-stage network DEA considering every other year cultivation method and direct–indirect inputs in the agricultural section.

The study aims to explicate how Metaverse boosts learners’ cognition, decision confidence and active participation in Metaverse-based learning (MBL).

A survey is designed with 523 respondents. Structural equation modeling (SEM) is conducted using online data to verify a research model.

Results demonstrate that Metaverse-related characteristics, namely interactivity, corporeity, persistence, immersion and personalized experience, aid in strengthening learners’ cognitive processing and decision confidence, whilst escapism does not influence decision confidence in MBL. Furthermore, user-related dimensions, including personal innovativeness and perceived trendiness, are the underlying motivations for decision confidence. Additionally, cognitive processing is positively associated with decision confidence, which considerably fosters learners’ active participation in MBL.

Limited studies have been conducted to illuminate a mechanism of cognitive processing, decision confidence and active participation among learners toward MBL in light of the Stimulus-Organism-Response (S-O-R) paradigm. Therefore, a substantial amount of knowledge is supplemented to enlighten whether learners in a developing country may generate their engagement with MBL.

The purpose of this paper is to investigate the effects of customer perceptions of service quality on electronic word of mouth (eWOM) and switching intentions through cognitive and emotional responses.

The authors have developed a theoretical framework based on behavioural theories to analyse the environmental aspects of relationships that affect customer behavioural intentions. The authors adapted a quantitative methodology along with the positivist philosophical approach to investigate the hypotheses within the theoretical framework. The authors applied a protracted stimuli-organism-response model to highlight the peripheral reliability, responsiveness, tangibility, empathy, assurance, and the impact of the customer’s feelings while simultaneously linking the elements to each other. In addition, the authors applied the theory of reasoned action to reflect the marginal elements of subjective norms, attitude, and customers’ behavioural intentions. A survey with 601 responses has been used in this study.

In the setting of KSA’s mobile telecom industry, the authors confirm that there is a positive effect of customer perceptions of service quality on their eWOM and switching intentions through their cognitive and emotional responses.

The framework of this study enhances our understanding of the role of service quality as an environmental influence on an individual’s intentions to switch and eWOM. This conceptual framework is essential in evaluating the mediating roles of attitude and emotions in relation to eWOM and intention to switch.

The purpose of the study is to identify factors influencing the continuance of use of non-halal certified cosmetics among Muslim university students in Malaysia.

The research framework was developed based on the stimulus–organism–response model. Self-administered questionnaires were distributed using a purposive sampling method among Muslim students in three universities in Malaysia. A total of 501 usable data were collected and analysed using Smart partial least squares.

The analysis revealed that celebrity endorsement positively influences attitude and brand image. Meanwhile, brand image has a positive effect on attitude and continuance of use of non-halal certified cosmetics. Additionally, attitude has a positive effect on the continuance of use behaviour. Regarding predictive power enhancement, brand image and attitude were found to have a mediation effect and sequential mediation effect on the relationship between celebrity endorsement and the continuance of use behaviour. Attitude weakens the relationship between attitude and the continuance of use of non-halal cosmetics among Muslim university students in Malaysia.

Findings will primarily benefit halal and non-halal cosmetic manufacturers providing stakeholders with fundamental predicting information related to customers’ continuance of use thus resulting in better marketing strategies.

This study is focused on predicting consumer behaviour towards halal products, as well as young Muslim consumers’ perspective towards non-halal cosmetics. Celebrity endorsement is introduced as a stimulus in the context of Muslim university students to predict their continuance of use behaviour of non-halal certified cosmetics. The investigation includes the moderating effect of religiosity for the relationship between attitude and continuance behaviour. Findings reveal the mediating effects of brand image and attitude as a mediator and sequential mediator for the relationship between celebrity endorsement and continuance of use behaviour. Contributions enrich the literature related to non-halal certified contexts.

This study endeavours to (1) evaluate the impacts of consumers’ perceptions regarding the corporate social responsibility (CSR) practices of casual dining restaurants on their memorable experiences (ME); (2) assess the impacts of consumers’ perceptions regarding the CSR practices of casual dining restaurants on their positive emotions; (3) explore the mediating effect of consumers’ positive emotions in the relationship between CSR and ME; (4) examine the impacts of ME on electronic word-of-mouth (eWOM) and (5) investigate whether consumer behavioural engagement on social networking sites (CBE-SNS) moderates the relationship between ME and eWOM.

This survey included 394 casual dining restaurant consumers in Portugal. The hypothetical model, grounded in the stimulus-organism-response theory (S-O-R) proposed by Mehrabian and Russell (1974), was evaluated employing partial least squares structural equation modelling (PLS-SEM).

The results demonstrated that restaurants’ CSR (stimulus) directly and positively impacts consumers’ ME and positive emotions (organism). Positive emotions mediate the relationship between restaurants’ CSR and consumers’ ME. Memorable consumer experiences directly and positively impact eWOM (response). Finally, CBE-SNS moderates the relationship between ME and eWOM.

This study uniquely elucidates the relationships among CSR, positive emotions, ME, CBE-SNS and eWOM within casual dining restaurants. Restaurants can use CSR as a stimulus to affect consumers’ positive emotions and ME (organism), generating repercussions on eWOM. Moreover, ME positively influences eWOM. However, CBE-SNS is crucial to establish strategies for distinct consumer profiles, which would increase the impact on eWOM. This study contributes to the S-O-R and provides practical implications for restaurant owners, managers, marketing professionals and policymakers in the food service sector.

This study evaluates the aesthetic perception of photovoltaic (PV) systems situated at various locations on an apartment building facade, comparing them with the original facade. It also aims to understand how aesthetic dimensions influence the perception of PV installations in diverse building locations. Moreover, it aims to create a framework that will guide for installing PV installations considering both their functionality and aesthetics.

The study uses a mixed-method approach, including qualitative and quantitative approaches. It includes a literature review and a questionnaire. 418 participants evaluated different PV-embedded facades using a Likert scale across various aesthetic variables.

The findings indicate that aesthetic perceptions of PV vary by the location of installation. It also shows that all aesthetic dimensions affect PV installation aesthetics, with location-specific preferences. For original elevation, compatibility and simplicity are given precedence over blending and coherence for windows, creativity and harmony for facades, functionality and harmony for balconies, and innovation potential and simplicity for roofs.

This study focuses on a single building type; further investigation is required to examine other building types. It also examined one PV technology with common visual properties, but future studies can examine others. Additional research is needed to compare the participating groups and the effect of their sociodemographic factors, using on-site surveys and interviews.

Few studies have investigated how PV systems affect apartment building users' architectural aesthetic perception. The results of this study make a valuable contribution to the field of sustainable architecture by providing practical guidance for architects, engineers, stakeholders, and researchers who are interested in integrating aesthetic, user-centric considerations into renewable energy solutions.

This study examines the effects of risk reduction, seller reputation, eWOM and warranties on consumer confidence and online impulse buying intentions through the lens of the stimulus-organism-response (SOR) model. It also explores the role of installment options in online impulse buying.

We performed a between-subjects experiment (installment vs. no-installment option). Data were collected from 199 consumers and analyzed using SmartPLS 3.3.9.

The results show that risk reduction, eWOM and warranty positively affect consumer confidence (CC) in online shopping and that CC positively predicts online impulse buying intentions. It was also found that the effect of CC on online impulse buying intentions was stronger when consumers were offered an installment option than a no-installment option.

Findings suggest that online sellers should invest more resources in building consumer confidence, which affects online impulse buying intentions. Moreover, online sellers should offer installment options to consumers, thereby reaping stronger effects of consumer confidence on online impulse buying intentions.

Employing the experimental approach, this study makes a novel attempt to examine the role of the installment option in fostering online impulse buying intentions among Pakistani consumers. Likewise, this is one of the early studies to explore the effects of risk reduction, seller reputation, eWOM and warranties on CC among Pakistani consumers using the SOR model.

This study examines the impact of physical environmental factors on customer retention in fast-food restaurants/cafeterias. Furthermore, this study examines the mediating effect of customers’ positive emotions on this relationship.

In this study, the stimulus-organism-response model developed by Mehrabian and Russell (1974) is applied within the context of the fast-food restaurant/cafeteria industry. Data were collected from a sample of 250 consumers who have patronized establishments within this industry. The assessment model entailed employing the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, which involved a two-stage procedure: measurement model and structural model evaluation.

The study’s results underscore the key role of customer positive emotions in influencing customer retention. Notably, physical environmental factors, encompassing elements like table setting, layout, and service staff, emerge as significant determinants in shaping these positive emotions. Furthermore, the findings indicate that these physical environmental factors exert a direct influence on customer retention, with customer positive emotions acting as mediator role in the relationship between these factors and retention.

This study is the first to use physical environment, customer emotions and customer retention variables together in the fast food restaurant/cafeteria industry.

The purpose of this study is to investigate the mediating effect of perceived destination image attributes on the inter-relationship between online user-generated content’s information qualities (UGC) and tourists behavior by extending the Mehrabian and Russel’s stimulus-organism-response (SOR) model.

Based on the Malaysian tourism setting, a total of 255 valid responses from foreign inbound tourists were collected. Partial-least square-structural equation modeling (PLS-SEM) was used to test study hypotheses.

The PLS-SEM indirect path analysis confirms that cognitive image mediates the relationship between intrinsic information quality and behavioral intentions. Meanwhile, affective image significantly mediates the contextual information quality influence on behavioral intentions. Interestingly, however, this study found affective image mediated oppositely on the relationship between social information quality and behavioral intentions.

The study provides a better understanding of how destination image impacts the way tourists perceive different information qualities on behavioral intentions, which suggests the ongoing complex nature of these human-technology relationships within the tourism realm.

Metaverse technology is of interest to researchers and practitioners in tourism and hospitality. The metaverse offers tourists the capacity to enjoy unprecedented tourism experiences. These opportunities may radically change the tourism and hospitality landscape. This study aims to examine how metaverse experiences affect tourists' cognitive processing, satisfaction and loyalty toward metaverse tourism using the stimulus-organism-response paradigm and cognitive experiential self-theory.

An online survey was undertaken to gather information from 329 respondents who were frequent users of different metaverse applications to meet the study's objectives. Data were evaluated through partial least squares structural equation modelling.

The findings revealed that metaverse experiences, such as immersion, escapism and enjoyment, had a significant positive impact on metaverse organismic experience. Additionally, metaverse cognitive processing positively influenced metaverse tourist responses, including satisfaction and loyalty, with tourist involvement acting as a moderator.

This study provides guidelines for metaverse developers and travel industry professionals to encourage visitor satisfaction and loyalty to metaverse tourism.

Metaverse 技术引起了旅游和酒店业的研究人员和从业人员的兴趣。 元宇宙为游客提供了享受前所未有的旅游体验的能力。 这些机会可能会从根本上改变旅游业和酒店业的格局。 本研究旨在使用刺激-有机体-反应 (S-O-R) 范式和认知体验自我理论 (CEST) 研究虚拟世界体验如何影响游客的认知处理、满意度和对虚拟世界旅游的忠诚度。

为了实现研究目标, 我们开展了一项在线调查, 从 329 名经常使用不同元宇宙应用程序的受访者那里收集信息。 通过偏最小二乘结构方程模型 (PLS-SEM) 评估数据。

研究结果表明, 虚拟世界体验, 如沉浸、逃避现实和享受, 对虚拟世界有机体体验有显着的积极影响。 此外, 虚拟世界的认知处理对虚拟世界游客的反应产生了积极影响, 包括满意度和忠诚度, 游客的参与起到了调节作用。

这项研究为元宇宙开发人员和旅游行业专业人士提供指导方针, 以鼓励游客对元宇宙旅游的满意度和忠诚度。

El Metaverso esta siendo de de interés para investigadores y profesionales en turismo y hotelería. Este avance tecnológico ofrece al turista la capacidad de disfrutar de experiencias turísticas inéditas, generando oportunidades que pueden cambiar radicalmente el panorama de la industria del turismo. Este estudio tiene la intención de examinar cómo las experiencias del metaverso afectan el procesamiento cognitivo, la satisfacción y la lealtad de los turistas hacia el turismo del metaverso utilizando el paradigma de estímulo-organismo-respuesta (S-O-R) y la auto-teoría cognitiva experiencial (CEST).

Se realizó una encuesta en línea para recopilar información de 329 encuestados que eran usuarios frecuentes de diferentes aplicaciones de metaverso para cumplir con los objetivos del estudio. Los datos se evaluaron a través de modelos de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM).

Los hallazgos revelaron que las experiencias del metaverso, como la inmersión, el escapismo y el disfrute, tuvieron un impacto positivo significativo en la experiencia organísmica del metaverso. Además, el procesamiento cognitivo del metaverso influyó positivamente en las respuestas de los turistas del metaverso, incluidas la satisfacción y la lealtad, y la participación del turista actuó como moderador.

Este estudio proporciona pautas para los desarrolladores de metaversos y los profesionales de la industria de viajes para fomentar la satisfacción y la lealtad de los visitantes al turismo de metaversos.