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The outbreak of the COVID-19 pandemic has led to the pervasiveness of food delivery apps (FDAs) and the increased scholars’ attention for the topic of FDA continuance usage intention. However, the limited understanding about possible segments of FDA users has hindered food retailers from providing FDAs with a personalized manner, which impairs the effectiveness of marketing strategies. Thus, this study aims to first explore key antecedents of users’ continuance intention toward FDAs and then segment and profile Taiwanese users based on the identified antecedents of FDA continuance intention and demographics.

An online survey was implemented to collect responses from FDA users in Taiwan. With a response rate of 82.4%, the final sample of 326 respondents (average age = 28.3; female = 54.9%) was analyzed by using two techniques of structural equation modeling (SEM) and cluster analysis.

The results indicate six antecedents of users’ continuance usage intention towards FDAs, including information quality, system quality, information quality, perceived usefulness, perceived enjoyment and satisfaction. Additionally, three distinct clusters of FDA users are successfully identified, labeled as “value sensitive users”, “time-sensitive users” and “security sensitive users”.

This study is one of the pioneers that explores the possible segments in FDA market, which helps FDA providers and food retailers develop more focused and appropriate strategies to encourage users to continue using FDAs. Our findings contribute to building an optimized version of “FDA Tech” that becomes an omni-channel solution to serve the increased home-delivery needs in the new normal era.

The purpose of this paper is to examine the effects of interactive and social features on users' online experiences and their purchase intention of virtual goods from a social network site.

A banner with a hyperlink that connected to the author's web survey was posted on the homepage of Facebook. Of the 258 responses returned, 176 were fully completed. Measurement items were adapted from previous literature. Structural equation modeling (SEM) was used to evaluate the research model and hypotheses testing.

The results of an empirical study supported the use of the stimuli‐organism‐response (S‐O‐R) model in a social networking site and showed how environmental features should be incorporated to enhance users' online experiences and purchase intentions. Specifically, social identity showed the strongest influence on involvement and flow. More specifically, affective involvement showed the greatest influence on purchase intention compared to flow and cognitive involvement.

The relative importance of both interactivity and social identity in platform features in shaping consumers' online experiences should not be ignored. The author suggests online games or apps. Additionally, platform providers should advance social identity features that show a strong positive impact on users' online experiences.

With the proliferation of online social gaming, there is growing evidence for virtual goods consumption; however, relatively few studies have discussed this phenomenon. This paper draws on hypotheses from environmental psychology; specifically, users' intentions to purchase are modeled on user responses to the online stimuli of a Web platform and the online experience that such an environment elicits.

This study aims to examine the impact of peer-to-peer (P2P) accommodation platforms’ green marketing on consumers’ pro-environmental behavioural intention through the mediation of consumer trust and engagement, following the social influence theory and the stimulus–organism–response model.

A questionnaire survey was designed to collect data from American P2P accommodation consumers. Data collection was conducted through an outsourced survey company. Partial least squares structural equation modelling was used to analyse the data.

The study reveals that P2P accommodation platforms’ green marketing orientation was positively associated with consumer trust in the platform and consumer engagement with the platform. Both consumer trust and consumer engagement positively enhanced consumers’ pro-environmental behavioural intention in the P2P accommodation consumption, serving as effective mediators between consumers’ perceptions of green marketing orientation and pro-environmental behavioural intention.

The study offers practical insights for P2P accommodation platforms and operators in engaging in green marketing and fostering consumers’ pro-environmental consumption behaviours in P2P accommodations.

The study addresses the grand question of whether business operators’ responsible production behaviour can possibly lead to consumers’ responsible consumption behaviour in the P2P accommodation sector. It contributes to the literature on P2P accommodation by providing evidence to show green marketing practices of P2P accommodation platforms can lead to consumers’ pro-environmental behavioural intention. It provides both theoretical value for knowledge advancement and practical value to guide more sustainable industry practices.

The purpose of this paper is to present a conceptual model based on technology acceptance with extended antecedent variables (entertainment and irritation) to examine the impact of use and gratification on e‐consumers' acceptance of B2C Websites.

Data were collected from a total of 238 EMBA and undergraduate students from three different Taiwan universities. Structural equation modeling (SEM) was used to evaluate the conceptual model in terms of overall fit, explanatory powers and causal links.

The analytical results showed that entertainment gratification, irritation surfing experience (mass medium), perceived usefulness and ease of Web use (information systems) are important predictors of e‐consumers' use intention. The integrated model was then assessed for variance in explanatory power regarding consumer attitude and intention toward B2C Websites.

Intention to use the Web is the predictor of actual use, purchase and information‐seeking behaviors in e‐consumers. Creating entertaining content and reducing distracting processes can enhance acceptance of B2C Websites.

A theoretical model incorporating U&G constructs into a technology acceptance model was used to investigate e‐consumer behavior in Taiwan. Although ease of use and usefulness are perceived as important issues in traditional IS environments, U&G provides managers with a different perspective.

Artificial intelligence (AI) technology has revolutionized customers' interactive marketing experience. Although there have been a substantial number of studies exploring the application of AI in interactive marketing, personalization as an important concept remains underexplored in AI marketing research and practices. This study aims to introduce the concept of AI-enabled personalization (AIP), understand the applications of AIP throughout the customer journey and draw up a future research agenda for AIP.

Drawing upon Lemon and Verhoef's customer journey, the authors explore relevant literature and industry observations on AIP applications in interactive marketing. The authors identify the dilemmas of AIP practices in different stages of customer journeys and make important managerial recommendations in response to such dilemmas.

AIP manifests itself as personalized profiling, navigation, nudges and retention in the five stages of the customer journey. In response to the dilemmas throughout the customer journey, the authors developed a series of managerial recommendations. The paper is concluded by highlighting the future research directions of AIP, from the perspectives of conceptualization, contextualization, application, implication and consumer interactions.

New conceptual ideas are presented in respect of how to harness AIP in the interactive marketing field. This study highlights the tensions in personalization research in the digital age and sets future research agenda.

This paper reveals the dilemmas in the practices of personalization marketing and proposes managerial implications to address such dilemmas from both the managerial and technological perspectives.

This is one of the first research papers dedicated to the application of AI in interactive marketing through the lenses of personalization. This paper pushes the boundaries of AI research in the marketing field. Drawing upon AIP research and managerial issues, the authors specify the AI–customer interactions along the touch points in the customer journey in order to inform and inspire future AIP research and practices.

The purpose of this paper is to explore how variations in management’s tone within management’s discussion and analysis (MD&A) sections of 10-K reports can serve as an indicator of tax avoidance and highlight the complex relationship between such linguistic shifts and the tax avoidance decisions within firms.

The paper uses a textual analysis approach to identify linguistic cues in MD&A sections of 10-K filings related to tax avoidance, going beyond traditional quantitative measures. The study uses differences in negative word occurrences in MD&A to measure management’s tone change and examines various measures of tax avoidance. The sample covers the period from 1993 to 2017 and comprises all firms with 10-K filings available on EDGAR, totaling over 30,000 firm-year observations.

The findings indicate a complementary relationship between tax avoidance and other drivers of firm performance. When firms have more negative management’s tone, they are less willing to engage in tax avoidance and vice versa. The study’s approach with management’s tone change provides a different and statistically significant improvement in model fit for detecting tax avoidance.

This paper provides actionable insights for detecting tax avoidance through the analysis of management’s tone in corporate disclosures, offering a new tool for researchers, investors and tax authorities. It highlights the importance of linguistic cues as indicators of tax avoidance behavior, complementing traditional financial metrics.

The paper contributes to the literature by using management’s tone change as a time-varying factor to explain tax avoidance behavior. It uncovers a larger set of linguistic cues in MD&A that can be used to detect tax avoidance. This research provides a complementary approach to traditional quantitative tax avoidance measures and offers insights into the overall relationship between tax avoidance and firm performance, going beyond one-dimensional measures typically used in prior literature.

This paper aims to solve the facility location problem of mobility industry call centers comprehensively, considering both investment efficiency and long-term development efficiency.

In this paper, a two-phase decision-making approach within a multi-criteria decision-making (MCDM) framework has been proposed to help select optimal locations among various alternate locations. Both quantitative and qualitative information is collected and processed based on fuzzy set theory and fuzzy analytic hierarchy process. Then the fuzzy technique for order preference by similarity to an ideal solution method is incorporated in the framework to assess the overall feasibility of all alternates.

A real case of a mobility giant in China is applied to verify the effectiveness of the proposed framework. Sensitivity analysis also proves the robustness of the framework.

This two-phase MCDM framework allows the mobility industry call center location to be selected considering economic, human resource and sustainability elements comprehensively. The framework proposed in this paper might be applicable to other companies in the mobility industry when deciding optimal locations of call centers.

While extensive reading has been widely implemented in face-to-face settings, few studies have examined how extensive reading in online classrooms is enacted. The present study aims to explore students' voice in online extensive reading classrooms.

This brief report is part of classroom action research. It involved 3 undergraduate students majoring in English education who undertook extensive reading course during the COVID-19 pandemic. The participants documented their reading experience through digital storytelling (DST) at the end of the semester. Data from the DST were collected and analyzed using thematic analysis with narrative approach.

The story began with the recollection of the participants' memories in the past when they studied English. It then moved to students expressing meeting the intersection between challenges and opportunities when becoming an extensive reader. The digital story ended with a reflection on the action of the participants when engaged in extensive reading and its learning tasks. The present research suggests that extensive reading teachers should involve students in meaningful but flexible online activities to develop reading habit and interest, particularly during the COVID-19 pandemic.

Ample studies have investigated how students experience extensive reading class situated in either online or offline setting. However, few studies have explored students' voices when they have to do extensive reading online during university closure due to COVID-19 pandemic. In addition, this study investigates students' voice from DST as a data collection technique.

Following the recent surge in research on carsharing, the paper synthesizes this growing literature to provide a comprehensive understanding of the current state of research and to identify directions for future work. Specifically, this study details implications for service theory and practice.

Systematic selection and analysis of 279 papers from the existing literature, published between 1996 and 2020.

The literature review identified four key themes: business models, drivers and barriers, customer behavior, and vehicle balancing.

For managers, the study illuminates the importance of collaboration among stakeholders within the automotive sector for purposes of widening their customer base and maximizing utilization and profits. For policy makers, their important role in supporting carsharing take-off is highlighted with emphasis on balancing support rendered to different mobility services to promote mutual success.

This is the first systematic multi-disciplinary literature review of carsharing. It integrates insights from transportation, environmental, and business studies, identifying gaps in the existing research and specifically suggesting implications for service research.