Search results

This study aims to investigate the effect of virtual reality (VR) as a communication tool for advertising on tourism destination image and the changes in destination attitude, clarifying how flow experience affects destination image, and examining how destination image mediates the effect of flow experience on attitude changes.

A survey was administered to collect data from 342 study participants who watched a tourism destination marketing video through HTC VR vive gear. A research model tested data collected from participants using confirmatory factor analysis and structural equation modeling by using partial least squares structural equation modeling software.

The results found that two factors (friendliness and telepresence) of flow experience in VR can positively affect destination image. Destination image has a significant indirect effect on how flow experience influences attitude change.

As tourism destinations are faced with strategic decisions about investment in different VR platforms or some other technologies, understanding how individuals respond to various VR stimuli is of practical importance. Therefore, this study’s findings provide valuable information for tourism industry practitioners.

虚拟现实是否能成为目的地营销的有效工具？一项基于沉浸理论视角的研究

本研究旨在探索虚拟现实（VR）作为一项营销沟通工具来研究对目的地形象, 目的地态度改变, 诠释心流体验如何对目的地形象的影响, 以及目的地形象在心流体验对态度改变的中介作用的影响。

本研究从342位观看了由HTC 提供的VR虚拟现实 VIVE 装备对旅游景区营销视频的参与者采集调研数据。调研数据由验证性因子分析和结构方程（PLS-SEM软件）来测试研究模型。

研究结果显示由VR产生的基于心流体验的两个因子（友好程度和远程呈现）可以对目的地形象产生正面影响。研究显示目的地形象是心流体验影响态度变化的中介因素。

由于旅游目的地面临着关于投资于不同VR 平台或者其他科技工具的战略性决策, 了解个体如何对各种VR刺激因素进行反应变得尤其重要。因此本研究结论为旅游业内人士提供了有价值信息。

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.

Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption behavior of E-payment systems that employ smart card technology becomes a research area that is of particular value and interest to both IS researchers and professionals. However, research interest focuses mostly on why a smart card-based E-payment system results in a failure or how the system could have grown into a success. This signals the fact that researchers have not had much opportunity to critically review a smart card-based E-payment system that has gained wide support and overcome the hurdle of critical mass adoption. The Octopus in Hong Kong has provided a rare opportunity for investigating smart card-based E-payment system because of its unprecedented success. This research seeks to thoroughly analyze the Octopus from technology adoption behavior perspectives.

Cultural impacts on adoption behavior are one of the key areas that this research posits to investigate. Since the present research is conducted in Hong Kong where a majority of population is Chinese ethnicity and yet is westernized in a number of aspects, assuming that users in Hong Kong are characterized by eastern or western culture is less useful. Explicit cultural characteristics at individual level are tapped into here instead of applying generalization of cultural beliefs to users to more accurately reflect cultural bias. In this vein, the technology acceptance model (TAM) is adapted, extended, and tested for its applicability cross-culturally in Hong Kong on the Octopus. Four cultural dimensions developed by Hofstede are included in this study, namely uncertainty avoidance, masculinity, individualism, and Confucian Dynamism (long-term orientation), to explore their influence on usage behavior through the mediation of perceived usefulness.

TAM is also integrated with the innovation diffusion theory (IDT) to borrow two constructs in relation to innovative characteristics, namely relative advantage and compatibility, in order to enhance the explanatory power of the proposed research model. Besides, the normative accountability of the research model is strengthened by embracing two social influences, namely subjective norm and image. As the last antecedent to perceived usefulness, prior experience serves to bring in the time variation factor to allow level of prior experience to exert both direct and moderating effects on perceived usefulness.

The resulting research model is analyzed by partial least squares (PLS)-based Structural Equation Modeling (SEM) approach. The research findings reveal that all cultural dimensions demonstrate direct effect on perceived usefulness though the influence of uncertainty avoidance is found marginally significant. Other constructs on innovative characteristics and social influences are validated to be significant as hypothesized. Prior experience does indeed significantly moderate the two influences that perceived usefulness receives from relative advantage and compatibility, respectively. The research model has demonstrated convincing explanatory power and so may be employed for further studies in other contexts. In particular, cultural effects play a key role in contributing to the uniqueness of the model, enabling it to be an effective tool to help critically understand increasingly internationalized IS system development and implementation efforts. This research also suggests several practical implications in view of the findings that could better inform managerial decisions for designing, implementing, or promoting smart card-based E-payment system.

In his autobiography, Chen Shui-bian (1999, p. 40) condemned the Koumintang's (KMT's) corruption and praised the Democratic Progressive Party (DPP) for being free from money politics and corruption. The DPP fought the 1992 Legislative Yuan election campaign effectively on an anticorruption platform and used the same strategy in subsequent elections. If Chen Shui-bian had criticized the KMT for its involvement with “black gold” politics and had won the 2000 presidential election on his anticorruption platform, why was he and his family found guilty of corruption after his second term of office? The short answer is that even though he had promised to curb corruption, President Chen himself had succumbed to corruption after assuming office. In June 2002, Keesing's Contemporary Archives cited a poll in Taiwan that indicated that more respondents had perceived the DPP to be more corrupt than the KMT (Copper, 2006, p. 14).

This study investigates the impacts of return channel type on the relationships between return service quality (RSQ) and customer loyalty (CL) in an omnichannel retailing environment.

Data comes from Chinese customers having a return experience in omnichannel retailing that uses the channel type of both buy-online-return-in-store (BORIS) and buy-in-store-return-to-online warehouses (BSROW). The authors use the structural equation modeling to test the hypotheses and the bootstrapping method to test the mediation and moderation effect.

For BORIS channel, satisfaction of customer returns (CRS) partially mediates the relationship between convenience and CL, and fully mediates that between CL and responsiveness, transparency and competence, respectively. For BSROW channel, CRS partially mediates the relationship between responsiveness and CL, and fully mediates that between CL and convenience, transparency and competence, respectively. The mediation effects indicate that omnichannel customers may feel more satisfied due to higher omnichannel fulfillment (responsiveness and convenience) and omnichannel trust (transparency and competence) provided by retailers. Return channel type moderates the relationship between RSQ-convenience and CL. The results show the different expectations between BORIS and BSROW customers in the return process.

This paper serves as a pioneering study to apply cognition-affect-behavior paradigm into the field of return management in omnichannel retailing.

The findings suggest retailers develop their strategies on customer returns and post-sales service quality improvement in the omnichannel. Also, retailers should develop an integrated return system across channels to provide convenient service to BORIS customers and quick response to BSROW customers.

Studying return service management in the omnichannel from customer's cognition appraisal, this study contributes to the literature of the reverse service management by bringing in the effect of omnichannel type to explore the relationship between RSQ and CL.

This study aims to propose a research framework grounded in the technology acceptance model (TAM) to assess the new service experiences in the medical industry through examining the intention to use online-to-offline (O2O) medical platforms. It focuses on the connections between immediacy of connection, context-based affordability, reliability and perceived convenience and perceived usefulness. This study also looks at how these determinants affect users’ intentions to use O2O medical platforms, with a particular emphasis on the moderating effect of customer online reviews.

This study was a quantitative research endeavour grounded in the TAM model that analysed usage intention of O2O medical platforms. Conducted in Sarawak, within the Borneo region, a total of 251 rows of data were collected by questionnaire and underwent initial analysis using SPSS, followed by a more in-depth two-stage partial least squares structural equation model analysis conducted with SmartPLS4.

According to this study’s findings, perceived usefulness and perceived convenience are significantly impacted by the proposed predictors – immediacy of connection, context-based affordability and reliability. Furthermore, intention to use O2O medical platforms was discovered to have a positive and significant impact from perceived usefulness and perceived convenience. It is noteworthy that the association among perceived convenience and perceived usefulness – which leads to usage intention of O2O medical platforms – did not show the moderating effect of customer online reviews.

The findings suggested that context-based affordability, immediacy of connection and reliability need to be focused on by the information and communication technology developers, policymakers and medical professionals, as these variables can influence perceived convenience and usefulness, which will further impact the intention to use O2O medical platforms.

The formulated research framework holds significance in comprehending the usage intention of O2O medical platforms among consumers in Sarawak. O2O medical platforms have experienced global growth; however, limited studies were found in the Malaysian context. Hence, the objective of this study is to examine the intention to use O2O medical platforms in a relatively understudied area, specifically in Sarawak, an island located in Borneo, Malaysia.

The purpose of this paper is to investigate two potentially key drivers of a firm's supply chain agility, namely strategic sourcing and firm's strategic flexibility. Despite some theoretical and conceptual works suggesting that some elements of these two constructs may relate to agility, this has not yet been assessed together empirically. This study aims to address this gap in the literature.

This study involves an empirical investigation of a theory‐based model based on the competence‐capability framework, and a dynamic capabilities theoretical perspective, where the internal competencies of strategic sourcing and firm's strategic flexibility relate to the dynamic capability of the firm's supply chain agility. This investigation also includes the testing of a possible mediation effect of firm's strategic flexibility on the relationship between strategic sourcing and the firm's supply chain agility. The model is tested utilizing data from 144 US manufacturing firms via partial least square methodology.

The results of the empirical study indicated that both strategic sourcing and firm's strategic flexibility were significantly related to the firm's supply chain agility. In addition, while a full mediation effect was not found on the part of strategic flexibility, there was evidence for partial mediation.

Given that the data are from specific US industries, the generalizability of current findings to other industries or countries may require additional investigation.

Given the attention paid to agility in terms of its importance to responding to business uncertainty, and more recently, as an important capability in managing supply chain disruption risks, this paper investigates how strategic sourcing and flexibility can contribute to agility.