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Article
Publication date: 3 October 2019

Moonhee Cho

Proposing an integrated model based on multiple theoretical approaches, such as the theory of planned behavior, the model of goal-directed behavior and self-determination theory…

4340

Abstract

Purpose

Proposing an integrated model based on multiple theoretical approaches, such as the theory of planned behavior, the model of goal-directed behavior and self-determination theory, the purpose of this paper is to examine factors influencing college students’ campus recycling intention and actual recycling behavior.

Design/methodology/approach

An online survey method was used to test the proposed model with college students. A total of 434 students participated in the survey.

Findings

This study found that self-determined motivation, attitude toward recycling, perceived behavioral control and negative anticipated emotion had direct effects on campus recycling intention, while recycling intention and self-determined motivation influenced students’ actual campus recycling behavior.

Research limitations/implications

The findings of the study may not be generalizable to the broader population. Respondents’ self-reported assessment of their recycling behaviors may also be a drawback of the study. However, the study provides statistical evidence testing the proposed model of campus recycling.

Practical implications

The study’s findings provide communication planners for university recycling and sustainability departments with communication and message strategies to enhance college students’ recycling behavior.

Originality/value

The study proposes a more comprehensive, tailored model that integrates other compelling theoretical models, to address college students’ sustainability engagement on campus.

Details

International Journal of Sustainability in Higher Education, vol. 20 no. 6
Type: Research Article
ISSN: 1467-6370

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Article
Publication date: 7 June 2023

Kibum Youn and Moonhee Cho

This paper aims to examine the relationships between anthropomorphic cues (i.e. degrees of the humanized profile picture and naming) in artificial intelligence (AI) chatbots and…

2337

Abstract

Purpose

This paper aims to examine the relationships between anthropomorphic cues (i.e. degrees of the humanized profile picture and naming) in artificial intelligence (AI) chatbots and business types (utilitarian-centered business vs hedonic-centered business) on consumers’ attitudes toward the AI chatbot and intentions to use the AI chatbot app and to accept the AI chatbot’s recommendation.

Design/methodology/approach

An online experiment with a 2 (humanized profile pictures: low [semihumanoid] vs high [full-humanoid]) × 2 (naming: Mary vs virtual assistant) × 2 (business types: utilitarian-centered business [bank] vs hedonic-centered business [café]) between-subjects design (N = 520 Mturk samples) was used.

Findings

The results of this study show significant main effects of anthropomorphic cues (i.e. degrees of profile picture and naming) in AI chatbots and three-way interactions among humanized profile pictures, naming and business types (utilitarian-centered business vs hedonic-centered business) on consumers’ attitudes toward the AI chatbot, intentions to use the AI chatbot app and intentions to accept the AI chatbot’s recommendation. This indicates that the high level of anthropomorphism generates more positive attitudes toward the AI chatbot and intentions to use the AI chatbot app and to accept the AI chatbot’s recommendation in the hedonic-centered business condition. Moreover, the mediated role of parasocial interaction occurs in this relationship.

Originality/value

This study is the original endeavor to examine the moderating role of business types influencing the effect of anthropomorphism on consumers’ responses, while existing literature overweighted the value of anthropomorphism in AI chatbots without considering the variation of businesses.

Details

Journal of Services Marketing, vol. 37 no. 8
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 2 September 2021

Xiaohua Zhu and Moonhee Cho

This study investigated the interrelations of US consumers' perceptions of their ownership of digital media content, their perceived importance of various digital rights and…

1463

Abstract

Purpose

This study investigated the interrelations of US consumers' perceptions of their ownership of digital media content, their perceived importance of various digital rights and ownership rights and their preferences for owning vs accessing media content.

Design/methodology/approach

This study used an online questionnaire survey and analyzed data from 437 participants recruited via Amazon's Mechanical Turk mechanism.

Findings

Participants' perceived importance of digital rights correlates with consumers' ownership perceptions, and people who value certain digital rights tend to have narrower ownership perceptions. Users' ownership and access preferences vary with their perceived importance of ownership rights, especially concerning music and movies. Notably, people who prefer the access model were less concerned about ownership rights to possess, use and resell content.

Social implications

The study provides empirical evidence of consumers' ownership perceptions in the digital age and warns consumers of the dangers of the erosion of their digital ownership rights.

Originality/value

Legal ownership and psychological ownership are usually considered separate constructs and seldom examined together. By showing the correlation between consumers' ownership perceptions and their perceived importance of digital rights, this study demonstrates the connection between legal ownership and psychological ownership.

Details

Aslib Journal of Information Management, vol. 73 no. 6
Type: Research Article
ISSN: 2050-3806

Keywords

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Article
Publication date: 9 August 2019

Heejin Lim, Moonhee Cho and Sergio C. Bedford

In the age of transparency, nonprofit organizations have attempted to raise awareness of unethical business practices through diverse social media platforms, putting firms under…

1587

Abstract

Purpose

In the age of transparency, nonprofit organizations have attempted to raise awareness of unethical business practices through diverse social media platforms, putting firms under great pressure to incorporate sustainability in their operations. Focusing on the issue of animal cruelty which is a relatively under-investigated topic in the fashion industry, the purpose of this paper is to examine how different levels of animal cruelty depicted in nonprofit organizations’ ethical consumption campaigns influence viewers’ negative emotions and lead to their supportive behavior and ethical consumption intention.

Design/methodology/approach

In the main study, undergraduate students (n=82) from a big public University in the USA were recruited in exchange for extra credit and randomly assigned to one of the three experimental conditions of animal cruelty in a single-factor, three-level, between-subjects experimental design: non-threatening condition (n=26), low-threatening condition (n=27) and high-threatening condition (n=29).

Findings

The results indicated that the levels of negative emotional arousal are positively related to levels of perceived animal cruelty in social media campaigns. In addition, negative emotional arousal mediates the effect of perceived animal cruelty on the intention of supportive behavior, but no mediation effect on ethical consumption intention was found. Additionally, the findings of this study revealed that the indirect effect of perceived animal cruelty on supportive behavior intention is moderated by participants’ moral justification such as the reality of economic development and government dependency.

Originality/value

The findings of this study contribute to the literature by advancing the current understanding of the role of negative emotional images in ethical consumption campaigns in the context of animal cruelty in the fashion industry.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 20 May 2019

Abbey B. Levenshus, Laura L. Lemon, Courtney Childers and Moonhee Cho

The purpose of this paper is to explore the comprehensive, ongoing role of communication in an enterprise crowdfunding context, which has been largely overlooked.

497

Abstract

Purpose

The purpose of this paper is to explore the comprehensive, ongoing role of communication in an enterprise crowdfunding context, which has been largely overlooked.

Design/methodology/approach

A large public higher education institution in the Southeastern USA was chosen as the case study unit to illuminate an enterprise-wide crowdfunding program using a proprietary, in-house platform, compared to commercial sites like Kickstarter that do not let organizational leaders strategically plan and manage the platform and its communication functions. Such autonomy provides a richer landscape for studying organizational members’ communication and communication management related to an enterprise crowdfunding program.

Findings

The case study identified communication-related challenges to the fundraising program’s success such as limited project leader and funding recipients’ commitment to communicate with their social networks about the projects. Internal communication and conflicting expectations, largely ignored in current crowdfunding research, were seen as critical to program effectiveness.

Originality/value

This study adds scholarly and practical depth to knowledge of enterprise crowdfunding, a relatively new phenomenon in nonprofit and higher education fundraising. While not generalizable to all settings, findings can offer transferable guidance for organizations seeking to engage internal stakeholders related to new and innovative fundraising programs that require their active buy-in and participation.

Details

Journal of Communication Management, vol. 23 no. 2
Type: Research Article
ISSN: 1363-254X

Keywords

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