Search results

Drawing from social contagion theory, this study aims to clarify whether consumers become motivated to help a brand and its community when observing other members contributing to society. The authors also analyzed the boundary conditions and mechanisms of this process.

A mixed-method approach was used to test hypotheses. Study 1 collected survey data from Chinese automobile brand communities, which were analyzed by using partial least squares structural equation modeling. Study 2 conducted an experiment with a fictional Chinese smartphone brand community.

Results showed that brand community social responsibility influenced brand community citizenship behavior but did not directly influence brand citizenship behavior. Collective self-esteem respectively mediated the relationships between brand community social responsibility and both brand community citizenship behavior and brand citizenship behavior. Additionally, a sequential mediation mechanism was identified, where collective self-esteem and brand community citizenship behavior functioned as the first and second mediators. Furthermore, membership duration positively moderated the relationship between brand community social responsibility and collective self-esteem and moderated the mediation effects.

Brand community managers should conduct various social responsibility activities to elicit community and brand citizenship behaviors by cultivating ethical awareness. These activities should be tailored to the membership duration.

To the best of the authors’ knowledge, this study is the first to explore how brand community social responsibility cultivates community and brand citizenship behavior. It is also based on social contagion theory to demonstrate the sequential mediation mechanism.

This study aims to investigate the moderating impact of environmental knowledge on the factors influencing individuals’ continuous intention to use e-wallets.

Using a quantitative research design, this study develops and empirically tests a structural model. A purposive sample of 344 e-wallet users in Jordan was analyzed using Smart-PLS software.

The results indicate that perceived usefulness, subjective norms and perceived behavioral control directly influence the intention to continue using e-wallets. Notably, environmental concern and environmental knowledge do not have a direct impact on continuous intention. However, they act as mediators in the relationship between perceived behavioral control and continuous intention. Specifically, environmental knowledge acts as a mediator between perceived behavioral control, subjective norms and continuous intention. Furthermore, environmental knowledge moderates the relationship between perceived behavioral control and subjective norms, significantly impacting users’ continuous intention to use e-wallets.

This study contributes to the extended theory of planned behavior model within the banking sector by emphasizing the enhanced explanatory power of environmental factors. It underscores the pivotal role of environmental knowledge as a moderator that connects determinants of e-wallet usage to continuous intention.

This study aims to investigate the role of cognitive processing – driven by hedonism, emotional experiences and nostalgia – in enhancing destination evangelism and revisit intentions among virtual reality (VR) tourists. By addressing gaps in existing literature on VR tourism, it aims to provide insights into how cognitive engagement influences visitation and advocacy for destinations.

The research comprises two studies. Study 1 employs a within-subjects pre-post quasi-experimental design with 197 participants who completed the same survey measure before and after viewing a VR video of the Taj Mahal. Study 2 utilizes a mixed-methods approach, which included surveying 377 participants at popular hotels in Kashmir followed by conducting unstructured interviews with 24 respondents to gather qualitative insights. Data analysis includes paired-sample t-tests, structural equation modelling (SEM) and narrative content analysis.

Results of Study 1 reveal a significant change in both destination evangelism and revisit intentions following VR exposure, indicating VR exposure has a significant impact on creating destination evangelism and revisit intentions. Results of Study 2 indicate that nostalgia, hedonism and emotional experience influence cognitive processing, which in turn leads to destination evangelism and revisit intention. Further, results indicate that tourist engagement moderates the effect of cognitive processing on destination evangelism and revisit intention in a way that the positive effect of cognitive processing on both destination evangelism and revisit intention intensifies at higher levels of tourist engagement. Qualitative insights derived from interviews validate that VR experiences evoke strong emotional connections that foster advocacy and loyalty towards destinations.

These findings suggest that destination marketers should leverage VR technology to enhance tourists’ emotional engagement and evoke nostalgia, thereby cultivating stronger relationships with tourists. The study highlights the importance of cognitive processing in developing effective marketing strategies that encourage destination evangelism and repeat visitation.

This research fills a critical gap in the literature by examining the cognitive and emotional factors that drive tourist behaviour in VR contexts, specifically focusing on how these factors influence loyalty and advocacy. It contributes to the emerging discourse on metaverse tourism management, offering actionable insights for optimizing virtual destination experiences.

This study employs the norm activation model (NAM) and the elaboration likelihood model (ELM) to investigate the drivers of consumers’ buying intent (BUI) for eco-friendly products (EFP). The primary emphasis is on eco-consciousness, which includes environmental literacy (ENL) and environmental concern (ENC). The research further examines the mediating role of ENC in the relationship between ENL and BUI while also considering the sequential mediation effects involving both ENC and eco-responsible practices (ERP). Additionally, the study explores the moderating influence of attitude (ATT) on the relationship between ENC and ERP and its effect on ERP and BUI.

Employing purposive sampling, 412 online survey responses were statistically analysed using partial least squares structural equation modelling (PLS-SEM).

The findings of this study demonstrate that ENL exerts a significant and positive influence on ENC, subsequently enhancing BUI. Moreover, there is a positive relationship between ENC and ERP and ERP and BUI. This research further indicates that ENC positively mediates the relationship between ENL and BUI. Additionally, ENC and ERP sequentially and positively mediate the relationships involving ENL and BUI. Furthermore, the results suggest that the strength of the association between ENC and ERP marginally decreases (trivial), and the strength of the relationship between ERP and BUI decreases (small).

This study advances the existing body of knowledge by integrating NAM and ELM to examine the drivers of consumers’ BUI toward EFP thoroughly. The research offers novel insights into the relationship between ENL and ENC and their effects on ERP and BUI, underscoring the significant role of consumers’ eco-consciousness. The findings have practical implications for businesses and policymakers who seek to formulate strategies that align with consumers’ psychological, cognitive, and behavioural processes in the context of Sustainable Development Goal 12 (SDG12), which can contribute to the global effort to foster more eco-friendly products and a sustainable future.

ChatGPT has been receiving mounting research attention recently. However, its application and challenges to adopt for tourism and hospitality businesses remain relatively unexplored. To address this research gap, this study aims to systematically assess the application of ChatGPT and its challenges within the domain of tourism and hospitality.

This study conducts bibliometric and content analyses of papers retrieved from Web of Science and Scopus. Particularly, it systematically reviewed the tourism and hospitality research to identify critical applications of ChatGPT in the context of tourism and hospitality. In addition, this study identified challenges associated with the application of ChatGPT in this context.

It has been revealed that the use of generative artificial intelligence (AI), such as ChatGPT, in tourism and hospitality research is ascending, with an opportunity to advance the existing knowledge in customer service research. In addition, the results suggest an ongoing interest in assessing the role of AI and language modeling for tourism education and human resource management.

The results are constrained by the used search keywords and electronic databases. Additionally, this study covered only papers published in English. However, the findings shed light on existing knowledge concerning ChatGPT’s transformative potential, identify areas for further exploration and offer guidelines for practice in the tourism and hospitality industry. The findings also revealed various challenges that various stakeholders should keep a closer eye on to ensure the effective and safe use of ChatGPT accordingly.

This study initiates a discussion on ChatGPT’s role in tourism and hospitality and underscores the importance of comprehensive AI integration within the sector.

近年来, ChatGPT受到了越来越多的研究关注。然而, 它在旅游和酒店业中的应用及其面临的挑战仍然相对未被探索。为填补这一研究空白, 本研究系统评估了ChatGPT在旅游和酒店业中的应用及其挑战。

本研究通过对从Web of Science（WoS）和Scopus检索的文献进行文献计量分析和内容分析。特别是, 系统回顾了旅游和酒店业的研究, 以识别ChatGPT在这一背景下的关键应用, 并识别了与其应用相关的挑战。

研究揭示了生成式人工智能（如ChatGPT）在旅游和酒店业研究中的应用日益增多, 为推动客户服务研究的现有知识提供了机会。此外, 研究结果表明, 对人工智能和语言建模在旅游教育和人力资源管理中的作用存在持续的兴趣。

本研究开启了对ChatGPT在旅游和酒店业中作用的讨论, 并强调了在该行业中全面整合人工智能的重要性。

本研究受限于所用的搜索关键词和电子数据库。此外, 本研究仅涵盖了英文论文。然而, 研究结果揭示了关于ChatGPT变革潜力的现有知识, 确定了进一步探索的领域, 并为旅游和酒店业实践提供了指导。研究还揭示了各利益相关者应密切关注的各种挑战, 以确保ChatGPT的有效和安全使用。

This study aims to explore the determinants of green electronics purchase intention in Malaysia by extending existing knowledge on green consumer behavior and contributing to the field of sustainable consumption.

A quantitative research approach was adopted, with data collected from 250 Malaysian consumers. The proposed model was tested using partial least squares structural equation modeling to assess the relationships between various determinants and green purchase intention.

The results demonstrate that perceived consumer effectiveness, green advertising and monetary cost positively affect environmental attitudes, which subsequently influence green purchase intention. The study also identifies that brand image and information quality significantly enhance green brand trust (GBT), leading to stronger intentions to engage in green purchasing. Additionally, it finds that environmental knowledge and environmental concern shape perceived behavioral control, which further impacts green purchasing intention.

The study focuses on Malaysian consumers, which may limit the generalizability of the findings to other cultural contexts. Future research could expand the scope to include cross-cultural comparisons to validate the model in different settings.

By providing insights into the key factors driving consumers’ intention to purchase green electronics, the study offers valuable guidance for marketers and manufacturers to develop targeted strategies that promote sustainable consumption and capitalize on the growing demand for green products in Malaysia.

This study is unique in measuring the influence of green attitude, GBT and perceived behavioral control on green purchase intention specifically within the electronics sector, offering a novel contribution to the literature on sustainable consumer behavior.

In the evolving digital landscape, customers connect with the diversified digital marketing platforms, posing both obstacles and opportunities to consumers. In response to the changing landscape of social media and technical advances within the fashion business, the study aims to investigate the role of virtual fitting rooms in influencing consumer behaviour and purchase intentions through social media, with respect to fashion products.

The study used a combination of primary and secondary data, relying on secondary sources to identify research gaps and construct the conceptual framework and a survey-based approach enabled the collection of 352 responses from metropolitan cities of India like Bangalore, Chennai, Kolkata and New Delhi using snowball sampling for studying research variables. The hypothetical relationships were tested using various statistical techniques such as multiple regression analysis, measurement model assessment using confirmatory factor analysis and structural equation modeling (SEM).

The present study connects the dots between social media, virtual fitting rooms, engagement characteristics, buying intentions and consumer purchasing behaviour by manifesting a positive association with engagement metrics that correspond to the current user-behaviour pattern. As per results, virtual fitting rooms are significantly associated with effectiveness of social media. Moreover, social media as a mediator significantly amplifies the impact of virtual fitting rooms on the intents and behaviour of consumers while making purchases.

Research spotlights the novel findings (i.e. interactive, visual, personalized shopping moments and social capabilities features) of social media in enhancing the interaction with virtual fitting rooms, which shapes the fashion purchasing decisions.

This paper aims to reconcile conflicting findings about the role of corporate social responsibility (CSR) in counteracting the negative impacts of brands’ ethical transgressions by testing the moderating role of self-brand connection (SBC).

Drawing on motivated reasoning theory, this paper posits that high- and low-SBC consumers’ information processing and moral judgment are driven by distinct goals: to reach desired versus accurate conclusions, respectively. Five experiments were conducted to test whether CSR efforts can mitigate the impact of blatant ethical transgressions.

CSR allows high-SBC consumers to evaluate brand transgressions more favorably, as CSR serves as counterfactual evidence that reinforces their beliefs in the brand’s morality. In contrast, low-SBC consumers view CSR as hypocritical, leading to more negative responses. Increased perceptions of brand morality (hypocrisy) mediate CSR’s buffering (backfiring) effects among high- (low-) SBC consumers.

This paper does not control for the effect of the time gap between CSR and ethical transgressions even if buffering effects of CSR could be faded out as memories recede.

Brand transgressions may be inevitable events, but firms or managers can alleviate the negative impact of transgressions by engaging in CSR activities. In doing so, they need to make clear to whom they will appeal using CSR information considering its backfiring effects among low-SBC consumers.

Few studies have examined when and how CSR attenuates or exacerbates the negativity of brand transgressions with a strong theoretical framework. This paper, grounded in motivated reasoning theory, explains how the same CSR initiative can yield opposing outcomes based on the consumer’s self-brand connection. Rather than solely exploring how strong consumer-brand relationships buffer brand transgressions, this research shows how high-SBC consumers biasedly seize CSR information to justify brand transgressions, even when they are blatant.

This study aims to assess the impact of sustainability consciousness, altruism and peer influence on sustainable consumption behaviour of young adults.

Structured questionnaires were administered to 452 undergraduate students attending public universities in the southern part of Ghana. Partial least square structural equation modelling was used to test and analyse the hypothesized relationships.

Findings from this study indicate that sustainability consciousness and altruism significantly influence sustainable consumption. The respondents also suggest that their association with peers does not significantly affect sustainable consumption. Finally, the outcome of the analysis revealed that altruism partially mediates the nexus between sustainability consciousness and sustainable consumption.

The research directs attention to how the behaviour of undergraduate students who are sympathetic to the environment may influence their consumption behaviours. This study also demonstrates that sustainability awareness and knowledge by individuals play a vital role in shaping consumption behaviour, which may ultimately preserve resources for future generations.

Online reviews derived from peer communications have been increasingly viewed as an important approach for consumers to gather pre-purchase information. This study aims to examine factors affecting online reviews adoption in social network communities and then indicates the underlying mechanism of this process based on an extended information adoption model (IAM).

Using the data collected from 242 users of a social network community via an online survey, the proposed model is empirically assessed by partial least squares-based structural equation model (PLS-SEM).

The results show that both perceived diagnosticity and perceived serendipity are drivers of online reviews adoption in social network communities. Meanwhile, community identification is not only an antecedent of diagnosticity and serendipity perceived by community members, but also motivates source credibility which, in turn, positively influences argument quality. Finally, the importance of argument quality and source credibility in reviews adoption process is also presented.

This study extends the IAM and enriches the literature regarding online reviews adoption. It deepens the understanding of serendipitous experiences and community identification in social networking context by addressing their important roles in the authors' extended IAM.