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This paper presents an educational virtual reality (VR) game and experiments with different methods of including it into the teaching process. The purpose of this research study is to discover if immersive VR games can be used as an effective pedagogical tool if blended with traditional lectures by assisting learning gain, memory and knowledge retention while increasing edutainment value.

This research design comprises three different methods of learning: lecture-based involving lecture slides, infographics, and a video, game-based involving an immersive VR game of oil rig exploration, and the combination of lecture and game-based. Participants of each method filled up a questionnaire before and after participation to measure the learning gain, memory, and knowledge retention.

From the predominant findings of the study, the combined method demonstrated a significant increase in learning gain, memory, and knowledge retention and maybe a potentially suitable pedagogical tool.

Limitations of the study include findings based on one VR game with a specific educational topic, additionally, it is suspected that having different participants for each of the three methods may have slightly affected the results, albeit to a limited extent.

Findings of this study will provide evidence that VR games can be used alongside traditional lectures to aid in the learning process. Educators can choose to include VR games into their curriculums to improve the educational delivery process.

This research contributes to ways of incorporating VR games into educational curriculums through findings of this study highlighting the combination of VR games with lectures.

Using the combined theoretical umbrella of organizational legitimacy theory, service-dominant logic, fairness heuristic theory and two-factor theory, the purpose of this paper is to investigate the effectiveness of different food recall strategies (recall proactiveness and compensation) in terms of both how consumers react (perceived organizational legitimacy and purchase intention) and how recall norms would influence the effectiveness in three countries. In addition to the reporting of important results, this paper provides implications for food companies to handle effectively the recalls, especially when the recalls are cross-country.

A 2 compensation (high vs low) ×2 recall strategy (proactive vs passive) scenario experiment was conducted in Hong Kong, the USA and Mainland China. After checking the effectiveness of manipulation, the paper tested the main effect and interaction effect of recall proactiveness and compensation on perceived organizational legitimacy and purchase intention. In addition, the mediating effect of perceived organizational legitimacy between recall strategies and purchase intention was also tested.

Significant main effect, interaction and mediation effect were found across the three countries with a different pattern. For the USA and Mainland China which have strong recall norms, the interaction found followed the predictions of the two-factory theory. However, the pattern found in Hong Kong, which has weak recall norms, followed the predictions of the fairness heuristic theory. Full mediation effect of perceived organizational legitimacy between compensation and purchase intention was found in the USA and Mainland China, while it was only partial in Hong Kong. For the mediation between proactiveness and purchase intention, full mediation was found in Hong Kong and the USA, while it was only partial in Mainland China.

First, this study differentiated food recall strategy into two dimensions – recall proactiveness and compensation. Second, this study tested the applicability of two-factor theory and fairness heuristic theory in recalls by testing the competing hypotheses proposed according to the two theories. Finally, this study can further help our understanding of the recall effectiveness across different recall norms.