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Given the growing use of virtual reality (VR) technology in marketing, our research focuses on the development trajectory of research in the marketing field from 2012 to 2022 to identify essential phases and sub-trends within this topic.

This study employs a main path analysis (MPA) methodology to analyze academic articles related to VR in marketing from the Web of Science database.

The research on VR in marketing has experienced significant growth over the past 10 years and is projected to continue thriving in the future. During the past decade, research in this field has transitioned from exploring VR affordances in marketing to realizing the potential of VR in marketing. From the information systems perspective, the three primary research trends that have garnered the most attention from researchers are VR technology as an artifact, marketers’ motivational approach and consumers’ motivational approach. With the continual advancement of VR technology, the research trend of Metaverse marketing will gradually displace VR in marketing.

To the best of our knowledge, this is the first research using MPA to explore the development trajectory of VR in marketing and provide a comprehensive picture of it under the Affordance-Actualization theory.

This paper examines the evolution of massive open online courses (MOOCs) literature over the past 15 years and identifies its significant developments.

Utilizing main path analysis (MPA) on a dataset of 1,613 articles from the Web of Science (WoS) databases, the authors construct the main pathway in MOOC literature through a citation analysis. Pajek software is used to visualize the 34 influential articles identified in the field.

Three phases emerge in MOOC research: connectivism as a learning theory, facilitating education reform and breaking barriers to MOOCs adoption. Multiple-Global MPA highlights sub-themes including self-regulated learning (SRL), motivation, engagement, dropouts, student performance and the impact of COVID-19.

First, data limitations from the WoS core collection might not cover all research, but using reputable sources enhances data validity. Second, despite careful algorithm selection to enhance accuracy, there remains a limitation inherent in the nature of citations. Such biased citations may result in findings that do not fully align with scholars' perspectives.

The authors' findings contribute to the understanding of MOOCs literature development, enabling educators and researchers to grasp key trends and focus areas in the field. It can inform the design and implementation of MOOCs for more effective educational outcomes.

This study presents novel methodologies and important findings for advancing research and practice in MOOCs.

This study aims to determine the extent of virtual reality (VR)/augmented reality (AR) adoption in university libraries in Indonesia and identify librarians’ views of library readiness. The assessment centers on two crucial dimensions: library readiness, gauged by commitment and efficacy, and librarian readiness, appraised through cognitive and affective aspects.

The research features a survey-based quantitative method. A sample of 259 librarians from university libraries, all members of the Indonesian Higher Education Library Forum, responded to the online survey.

Indonesian university libraries, especially in Central Java, express strong interest in VR/AR despite low current adoption. Librarians believe in their commitment and efficacy for adoption, with improvements needed in budget procurement and human resources. Librarians are optimistic about innovating academic activities with VR/AR, despite concerns about collaboration, data governance and human resource insecurity. The research underscores the simultaneous influence of librarians’ and libraries’ readiness on VR/AR adoption, emphasizing their interconnectedness and mutual support within library management.

There are practical implications for library institutions in Indonesia in terms of understanding the attendant opportunities and challenges when preparing organizational ecosystems. These findings provide a broad overview of VR/AR adoption in university libraries in Indonesia and contribute to understanding the specific needs and interests of universities in Indonesia considering adopting VR/AR. In addition to preparing adequate infrastructure, libraries should ensure the availability of adequate human resources.

In the Indonesian context, this study, to the best of the authors’ knowledge, makes the first attempt to examine the librarian’s view as part of library management to face the dilemmas that may arise during the adoption of VR/AR despite university libraries’ commitment and efficacy to enable this technology. This research also identifies librarians’ cognitive and affective readiness as individual characteristics and resources able to influence adequate adoption.

The basic concept of transaction cost theory is that firms like to conduct transactions in a channel with lower transaction costs. Therefore, the purpose of this paper is to use the transaction cost perspective to identify which conditions cause companies to choose between outbound open innovation (hierarchy governance) and inbound open innovation (market governance).

Accordingly, transaction cost economics was used to relate the choice and implementation of open innovation using a sample of 250 electronics and information start-ups in China. Structural equation modeling was used to conduct confirmatory factor analysis to evaluate measurement model, while logistic regression analysis was used to test the hypotheses.

As expected, the dedicated asset specificity, human asset specificity, behavioral uncertainty, transaction frequency, and small number exchange were positively associated with outbound open innovation.

The contribution of this paper lies in explaining the role played by transaction cost economics in the process of open innovation for start-ups through empirical analysis.

Social shopping platforms have flourished by using multiple social shopping features, yet little is known about how the combination of these features affects purchase intention, particularly in terms of the product itself. The purpose of the paper is to draw on the concept of social shopping feature richness, adopting a formative approach on the survey used, and endeavors to reveal the concept's impact on consumers' buying intention from a product perspective.

Building on mental accounting and signaling theories, a theoretical model is proposed and empirically evaluated with 356 samples collected using a questionnaire survey.

The results suggest that social shopping feature richness promotes consumers' consumption by providing information signals to satisfy acquisition utility and transaction utility. Specifically, social shopping feature richness enhances perceived product quality, while decreasing negative perceptions regarding price. Moreover, perceived product quality and perceived price significantly influence buying intention through the mechanism of perceived value.

The authors' study highlights the role of the combination of functionally diverse social shopping features on product sales for social shopping platforms.

The paper attempts to discuss the impact of reference price effect on pricing decisions.

With the growth of the Internet and e-commerce, more and more customers purchase products in through online channels and choose products by comparing different prices and services, and the reference price effect has an impact on pricing decisions. To investigate the impact of consumers' reference price effect on the dual-channel supply chain, the authors establish a basic model consisting of a single dominant manufacturer and a single downstream retailer, and analyze the optional decisions under different situations and discuss the influence of reference price effect. Finally, a number case verifies the validity and rationality of the proposed model.

The results show that (1) the reference price effect has varying effects on the price, channel demand and income of manufacturers and retailers in the channel depending on the role of customers' channel preferences. (2) The manufacturer's online channel demand and profits always increase with the reference pricing effect, whereas the retailer's offline demand and profits always decline. (3) When the proportion of consumers preferring offline is higher, the manufacturer's network price and wholesale price increase with the reference price effect, while the retailer's retail price decreases with the reference price effect; when the proportion of consumers preferring offline is lower, the opposite is true, and the centralized decision results are consistent with the decentralized decision results.

This paper can clarify the impact of consumer reference price effects on the operation of dual-channel supply chains, and help inform pricing decisions of manufacturers and retailers in dual-channel supply chains.

The proposed approach can well analyze the impact of consumer reference price effect and give channel their optional decisions.

This study aims to understand the mechanism by which the value of ride-sharing services influences consumers’ continuance intention.

The authors collected data from 484 Chinese ride-sharing respondents and analyzed them using partial least squares structural equation modeling.

The results show that hedonic value, social connection value and environmental value positively affect consumers’ cognitive fit and emotional fit, while utilitarian value has no significant effect on either cognitive fit or emotional fit. In addition, both cognitive fit and emotional fit significantly affect consumers’ satisfaction and continuance intention. Furthermore, satisfaction mediates the effects of cognitive and emotional fit on continuance intention.

Ride-sharing practitioners should have a clear understanding of all the value dimensions of ride-sharing services, which would subsequently increase customers’ continuance intention.

This study defines and divides the dimensions of ride-sharing value and demonstrates the significant impact of environmental value on the sustainability of ride-sharing services. This study extends fit theory by dividing it into two dimensions.

Based on the Cognitive Appraisal Theory of Stress, this study aims to reveal the mechanism of peer abusive supervision on bystander proactive behavior through two different paths: bystander assertive impression management motivation and bystander defensive impression management motivation. Besides, the moderating effects of bystander uncertainty tolerance on the two paths are also explored.

In this study, 438 employees and their direct leaders from eight Chinese companies were surveyed in a paired survey at three time points, and the empirical data was analyzed using Mplus 7.4 software.

Peer abusive supervision leads bystanders to develop assertive impression management motivation and, thus, to exhibit more proactive behaviors. At the same time, peer abusive supervision also causes bystanders to develop defensive impression management motivation, which reduces the frequency of performing proactive behaviors. In addition, this study finds that bystander uncertainty tolerance plays a moderating role in influencing bystander assertive impression management motivation and bystander defensive impression management motivation in response to peer abusive supervision.

Starting from the bystander perspective, this study verifies the double-edged sword effect of peer abusive supervision on bystander proactive behavior as well as the mechanism of differentiated effects through cognitive appraisal, which broadens the scope of the research on abusive supervision, and deepens the academic understanding and development of the Cognitive Appraisal Theory of Stress. At the same time, it also provides new ideas for organizations to reduce the negative effects of workplace abusive behavior.

The purpose of this study is to examine the mechanism of benevolent leadership on employee cheating behavior through two paths – employee uncertainty and perceived acceptability of norm violation – and also reveal the possible dark side of benevolent leadership. Meanwhile, the moderating effects of leader behavioral integrity in the cognition dual path process are also discussed.

This study invites 383 employees and their superiors in seven Chinese enterprises as the research objects and conducts a paired survey at three time points, and then Mplus 7.4 software is used to analyze the empirical data.

The results are shown as follows. Benevolent leadership plays a positive role on uncertainty and perceived acceptability of norm violation. Uncertainty and perceived acceptability of norm violation mediate the relationship between benevolent leadership and cheating behavior, respectively. Leader behavioral integrity moderates the positive role of benevolent leadership on uncertainty and perceived acceptability of norm violation. Leader behavioral integrity moderates the indirect effect of benevolent leadership on employees' cheating behavior through uncertainty and perceived acceptability of norm violation.

This study reveals the mechanism behind the negative role of benevolent leadership through the cognition reaction of employees to benevolent leadership and broadens the research scope of benevolent leadership. Meanwhile, it provides some practical inspiration for leaders to effectively use the benevolent leadership style and restrain employees' cheating behavior.