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The purpose of this study was to investigate the relationship between consumers' perceived media characteristics, telepresence, attitudes and adoption intention towards augmented reality (AR)-based virtual fitting rooms (VFRs). Additionally, the mediating effect of telepresence was examined.

Data were collected from 352 university students and analysed using structural equation modelling.

Empirical results suggest significant positive influences of media characteristics, including perceived interactivity and augmentation, on telepresence, which, in turn, influenced attitudes and adoption intention towards AR-based VFRs. Also, telepresence mediated the relationship between media characteristics and consumers' attitudes.

Data for this study were collected based on the subjects' one-time experience with a particular AR-based VFR. Therefore, the generalisation of the findings may be limited.

An important implication is that the enhancement of rendering interactive and augmented features is crucial for adoption of AR-based VFRs considering the key role of interactivity and augmentation in inducing telepresence, attitudes and adoption intention.

The paper empirically tested the importance of unique media characteristics, telepresence and attitudes in consumers' adoption of AR-based VFRs through the lens of the theory of interactive media effects.

This paper aims to explore how the effect of knowledge sharing through mergers and acquisitions (M&As) on new product development (NPD) performance is contingent upon two different types of control mechanisms: behavior control and outcome control.

Leveraging the theory from transaction cost economics, this study provides answers regarding the roles of behavior and outcome controls. The hypotheses were tested empirically across a sample of 143 UK cross-border M&A firms.

The results provide the increasing call for an integrative perspective and theory in the M&A literature in that knowledge sharing through M&As is deemed decisive for NPD performance, and while both control mechanisms are effective, behavior control is more effective in enhancing NPD performance than outcome control.

The relevant M&A studies lack insights into the use of control mechanisms as a way to monitor the target firm’s behavior and performance and reduce the risk of its opportunistic behavior. Appreciating the need for M&A literature that elaborates control strategy and structure, this study incorporates behavior control and outcome control into M&A mechanisms.

Despite the potential of virtual fitting rooms (VFRs) to enhance the consumer experience, their adoption is in the preliminary stages. Little is known about inherent reasons why consumers would adopt VFRs. As consumers' attributional processes can be influenced by their enduring chronic traits, this study aims to investigate the influence of chronic regulatory focus on consumers' VFR adoptions via consumers' perceptions of value provided by VFRs. Additionally, the mediating effects of perceived functional and experiential values were examined. Further, the moderating effect of prior VFR experience was tested to allow for variations in consumer experiences.

Data were collected via an online survey of 480 consumers who have at least heard of VFRs via convenience sampling. Established measures were utilized to develop the survey questionnaire. Data were analysed using structural equation modelling to test the main model with mediation effects as well as multi-group comparisons to test the moderating effect.

Empirical results revealed that respective chronic regulatory foci, as preconceived factors that drive consumers' differences in processing, exerted significant influences on consumers' perceptions of VFRs, which, in turn, positively influenced their adoption intention. Also, perceived values mediated the relationship between regulatory foci and consumers' adoption intention. Further, prior VFR experience moderated the relationship between regulatory focus and perceived value.

The paper empirically tested the importance of chronic regulatory foci in understanding consumers' cognitive and affective attributional processes, explaining inherent psychological reasons why consumers would (not) adopt VFRs.

The purpose of this paper is to explore and examine the different word-of-mouth (WOM) acceptance and diffusion in social brand communities according to the level of self-monitoring.

A web-based experimental design was used. The design consisted of three-mixed design of 2 (type of social networking sites) × 2 (type of online brand communities) × 2 (self-monitoring). ANOVA analysis was conducted.

Findings indicate that the differences in acceptance and diffusion of WOM according to online brand community type, and there was a significant three-way interaction effect. Specifically, people who have high propensity to self-monitor showed greater WOM acceptance in a consumer-driven community in either type of social networking sites while people who have low propensity to self-monitor showed greater WOM diffusion in a consumer-driven community only in interest-based social networking sites.

An important implication is that the social networking sites where brand communities can be placed should be chosen with the full consideration of different desires consumers have in terms of their level of self-monitoring to increase WOM effects.

This paper proposes the self-monitoring tendency as the key factor that predicts WOM effects with revealing the optimal combination of types of social networking sites and online brand communities that is most preferable for consumers with different self-monitoring level.

The purpose of this study is to determine the influence of technology visibility and subsequent perceptions of VFRs on consumers' intention to adopt VFRs in the online shopping context. A cross-cultural comparison was conducted to examine the different relationships among technology visibility, consumer perceptions and adoption intentions between the Chinese and Korean consumers.

Data were collected from 306 Chinese and 324 Korean consumers. The data were empirically analysed using structural equation modelling as well as multi-group comparisons.

Empirical results suggest significant influence of technology visibility on consumers' experiential and functional perceptions towards VFRs and accordingly on their adoption intention towards VFRs. Significant differences were also revealed between the Chinese and Korean consumers in their adoption behaviours towards VFRs.

The comparison was only conducted between the Chinese and Korean consumers. If two countries from two dramatically different cultures were compared, the results might be more significant.

An important implication is that enhancement of visibility is crucial for technology adoption considering its importance in shaping consumers' perceptions towards the technology.

The paper empirically tested the importance of technology visibility in consumers' new technology adoption in the VFR context from a cross-cultural perspective.

Building on performance feedback and threat-rigidity theories, this study aims to argue that environmental performance shortfalls are powerful motivators for shaping green innovation strategies. To examine our argument, this study extends the theoretical logic to organizational ambidexterity and examines green exploitation and exploration innovation and relative green ambidexterity as organizational responses to environmental performance shortfalls. This study addresses how environmental performance shortfalls affect the implementation of green exploitation and exploration innovation and relative green ambidexterity and how this chosen green innovation strategy affects corporate environmental performance.

The authors test their theory using 145 sample firms’ environmental performance data spanning 2015 to 2021 and conduct a content analysis of their 697 sustainability reports spanning 2017 to 2021.

This paper finds that environmental performance shortfalls positively affect green exploitation innovation and relative green exploitation innovation and negatively affect green exploration innovation and relative green exploration innovation. It also finds that green exploration innovation and relative green exploration innovation positively affect environmental performance but that green exploitation innovation and relative green exploitation innovation negatively affect environmental performance.

The findings support the premise that environmental performance feedback guides the direction of strategic choices and actions related to green innovation and confirm the decisive role of green exploration innovation in improving environmental performance. This study augments performance feedback, threat-rigidity and organizational ambidexterity theories in the environmental management context.

This study explores young consumers' motivations for purchasing Virtual Luxury Non-Fungible Token Wearables (VL-NFTs) from luxury brands, which are virtually crafted luxury wearables minted as blockchain-based NFTs. Specifically, it investigates the relationships among consumers' perceived value of VL-NFTs, engagement with NFTs and purchase intention and the mediating effect of consumer engagement with NFTs.

Data were collected via an online survey of 504 young US consumers who had previously considered purchasing luxury fashion products and NFTs. Structural equation modelling was adopted for analysis.

Perceived economic, functional (uniqueness) and experiential (self-directed pleasure and affiliation) values of VL-NFTs directly influenced consumers' purchase intention. While symbolic value (self-presentation and conspicuousness) did not significantly influence purchase intention, it facilitated consumer engagement with NFTs. Moreover, consumer engagement mediated the relationship between economic and functional values and purchase intention.

The sample was only comprised of young consumers, limiting the generalizability. Additionally, consumers may perceive VL-NFTs differently because of differences in past experiences and the varying VL-NFT types, necessitating further investigation on consumers' motivations across different types of VL-NFTs.

This study contributes to the existing literature by examining the importance of multifaceted perceived-value dimensions and engagement with NFTs in consumers' motivation for purchasing VL-NFTs through the lens of the customer value framework.

Green supplier selection (GSS) is acknowledged as important governance in green supply chain management (GSCM). However, this paper argues that GSS is not a stand-alone GSCM governance mode that determines manufacturers' environmental performance but rather one that needs to be aligned with contractual governance, particularly contractual control and adaptation, to promote environmental performance effects. This paper adopts GSS as ex ante governance and introduces behavior and outcome controls as ex post contractual control and adaptation, respectively. Thus, this paper addresses how GSS affects environmental performance directly and indirectly through behavior and outcome controls within transaction cost economics (TCE) theory.

This research model was tested on 300 Chinese manufacturing firms, and multiple regression analysis was used to validate our hypotheses.

A direct relationship was observed between GSS and environmental performance. This direct relationship is positively mediated by behavior and outcome controls.

This paper develops and elucidates an integrative green supply chain process proceeding from the implementation of ex ante GSS and ex post contractual governance to the realization of environmental performance. Furthermore, this paper considers two different forms of contractual governance, specifically contractual control and adaptation, and explains how they can be implemented using behavior and outcome controls from the perspective of TCE theory.

The study aims to explore the conditional relationships between product modularization and new product development (NPD) efficiency. It is postulated that R&D outsourcing plays an important mediating role. Furthermore, the level of competency trust is considered an essential factor in moderating the indirect effect of product modularization on NPD efficiency via R&D outsourcing practices.

Drawing on transaction cost economics theory, this study suggests a moderated mediation model that addresses how product modularization effectively promotes NPD efficiency via outsourcing practices. The hierarchical regression and PROCESS macro model were conducted to test the hypotheses based on survey data from 273 manufacturing firms in China.

Product modularization enhances NPD efficiency directly and indirectly through the external collaboration of R&D outsourcing. Furthermore, the role of product modularization in R&D outsourcing practices is more effective when the competency trust in R&D outsourcing partners is high.

By showing the critical role of external collaboration, this study provides valuable insights into how manufacturing firms utilize product modularization to achieve desired NPD performance more effectively.

This study aims to (1) investigate the influence of firms’ social media utilization on performance through supply chain agility, (2) examine the mediating role of supply chain agility and (3) explore the indirect effect of social media utilization on operational performance via supply chain agility as knowledge transfer increases.

A survey of 298 Chinese manufacturing firms was conducted to assess the proposed relationships, employing moderated mediation analysis with Andrew Hayes (2017) PROCESS macro.

Social media utilization indirectly enhances operational performance through supply chain agility, supporting our mediation hypothesis (H1). Additionally, knowledge transfer moderates the positive impact of social media utilization on supply chain agility (H2). The moderated mediation analysis reveals that the mediating effect of supply chain agility on operational performance is stronger at higher levels of knowledge transfer (H3), shedding light on the intricate relationships between these variables and providing insights for businesses seeking to leverage social media and knowledge transfer to enhance supply chain resilience and operational performance.

This study empirically investigates the role of social media utilization in supply chains within the digital age. We explore how social media enhances supply chain agility and knowledge transfer, highlighting its transformative potential for real-time communication, responsiveness and collaboration across networks. By integrating dynamic capability theory with contemporary digital practices, we demonstrate how leveraging digital platforms alongside traditional supply chain processes can significantly improve manufacturing efficiency. This research bridges existing gaps in the literature and provides valuable insights for businesses navigating complex, rapidly changing environments in the era of digital transformation.