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As branded apps emerge as a marketing tool in the foodservice industry, the effort to manage them increases in the long term. This study aims to explore the determinants to continue the use of foodservice apps by adopting the post-acceptance model (PAM) of information systems continuance and the theory of planned behavior (TPB).

Based on a sample from a survey of 329 participants who use foodservice apps, a structural equation model analysis tested the relationships between the core constructs of both models.

The findings revealed the user confirmation of expectation leads to continued use of the app through satisfaction. Perceived usefulness, a key technology acceptance measure, however, has no direct effect on usage but on attitude. Among the salient behavioral beliefs of the TPB, only attitude and perceived behavioral control promoted continued use of the foodservice apps.

The study provided a framework to establish a practical strategy for foodservice firms by specifying important aspects, which induce the use of branded apps. Given that it is vital to meet users’ expectations to build branded-app loyalty, continuous interaction with users is required along with customized marketing.

On the basis of the PAM and the TPB, the findings contributed to developing and testing a model that motivates users to continue the use of foodservice branded apps. The study is significant, in that it enriched the PAM by integrating cognitive aspects to explore the psychological mechanisms in the post-adoption phase of foodservice app users.

The purpose of this paper is to examine the factors that motivate Korean baseball fans to support Korean Major League Baseball (MLB) players and to identify the effects of the motivations on identification and behavioral loyalty.

Data were collected using a self-administered questionnaire at three Korean universities. A model was designed to see which three motivations (commitment to Korean baseball, interests in MLB and ethnic identity) affect loyalty behaviors to support Korean MLB players. In the model, the mediating effect of player identification is set to the relation between the three motivations and behavioral loyalty. The moderating effect of team identification is also set to the relation between player identification and behavioral loyalty. Collected data (n=294) were first analyzed via confirmatory factor analysis to ascertain the factor structure of the study model. Then, the study performed a structural equation modeling which finds the magnitude and significance of each causal path among designed factors.

All the effects were found to be significantly positive except team identification whose moderating effect was not significant. Interests in MLB had the greatest impact on the fan’s player identification followed by commitment to the Korean baseball league and their ethnic identity. It was also found that the influence of player identification was positive on behavioral loyalty.

This work can help MLB expand their fan base internationally, especially in Asian countries.

Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format increasingly preferred by advertisers. This study constructed a mediator model based on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads.

The study considered the structural equation model using a self-reporting measure method. The research model was tested using a sample of 302 respondents.

The results showed that perceived control positively affected ad and brand attitude and negatively affected advertising avoidance intention. Perceived intrusiveness negatively affected attitudes toward the advertising and the brand but positively affected advertising avoidance intention. Ad attitude and brand attitude had no significant influence on advertising avoidance intention. The results also confirmed that ad attitude mediates the path from perceived control and intrusiveness to brand attitude.

This study further enriches the theoretical development of skippable video ads and expands the perspective and scope of interactive advertising research.