Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception.

This research aimed to identify the factors that influence impulse buying behavior during livestreaming and advance the existing literature based on a proposed conceptual framework grounded in the stimulus-organism-response (S-O-R) model. We also tested the moderating effects of price perception and scarcity persuasion. An online self-administered questionnaire was used to collect data from 837 Chinese participants aged over 18 years. The data were analyzed using partial least squares structural equation modeling using Smart-PLS version 4.0. The findings showed that susceptibility to social influence, impulse buying tendency, cognitive reactions, affective reactions, and the urge to buy impulsively are statistically significant predictors of impulse buying during livestreaming, with price perception and scarcity persuasion as moderators. The study expands the S-O-R model for livestreaming impulse buying in e-commerce context, highlighting its multifaceted nature and revealing the mediating role of Urge to Buy Impulsively in translating cognitive and emotional factors into impulse buying behavior. These insights offer practical guidance for marketers to design tailored strategies that leverage psychological triggers and external cues to enhance consumer engagement and encourage desired behaviors, ultimately leading to more effective marketing campaigns and improved consumer experiences.

The relationship between mass customization and sustainable performance: The role of firm size and global E-commerce.

The formation of mass customization competencies is crucial for the increasing number of manufacturing companies in modern times. This study assessed the relationship between mass customization capability and its determinants on sustainable performance. Additionally, it explores the mediating role of mass customization capability and sustainable performance, while also examining the moderating effects of firm size and cross-border eCommerce in these associations. The study used online survey data from 339 manufacturing small-to-medium-sized enterprises in China to test the hypothesized relationships. The collected data were analyzed using partial least square structural equation modeling and necessary condition analysis. The results indicated that flexible manufacturing competencies, modular product architecture, and customer relationship management are significantly and positively connected to mass customization capability. Moreover, the study observed that mass customization capability and competitive pressure have a significant positive influence on the sustainable performance of Chinese manufacturing SMEs. The findings also revealed that firm size and cross-border e-commerce engagement have a negative and positive moderating effect, respectively, between mass customization capability on sustainable performance, which confirms a relatively higher effect of customization capability on sustainable performance among smaller firms and firms engaged in cross-border eCommerce. Fundamentally, these findings can lead to the development of a comprehensive framework to promote mass customization capability, cross-border e-commerce, and sustainable development of manufacturing small-to-medium-sized enterprises China.

Predicting sustainable fashion consumption intentions and practices.

The fashion industry has a significant impact on the environment, and sustainable fashion consumption (SFC) has become a pressing concern. This study aimed to investigate the factors influencing sustainable fashion consumption behavior (SCB) among Chinese adults, specifically the role of values, attitudes, and norms in shaping such behavior, using the value-belief-norm framework. The study used an online cross-sectional survey design to collect data from 350 participants recruited through a convenience sampling method using social media platforms and email invitations, and the obtained data were analyzed using partial least squares structural equation modelling. The results of the study showed that biospheric (BV), altruistic (AV), and egoistic (EV) values significantly influenced the New ecological paradigm (EP), which, in turn, positively affected awareness of consequences (AC). Personal norms (PN) were positively influenced by EP, AC, and ascription of responsibility (AR). Social norms (SN) and trust in recycling (TR) were also found to positively influence sustainable fashion consumption intentions (SCI). Finally, the study found that SCI and TR were significant predictors of SCB, whereas the moderating effect of TR not statistically significant. The study's originality lies in its comprehensive investigation of the interplay between various factors (particularly using norms in two facets; PN and SN) in shaping SCB, using a structural equation modeling approach, and exploring the moderating effect of TR. The findings of this study suggest that interventions aimed at promoting SFC should focus on fostering values and beliefs that prioritize the environment, encouraging individuals to take responsibility for their actions, creating an environment in which SFC is normalized, and increasing TR.

Modelling the significance of organizational conditions on quiet quitting intention among Gen Z workforce in an emerging economy.

The phenomenon of "quiet quitting" has gained significant attention globally through various platforms, raising concerns about the impact of workplace stress on individuals' personal lives and sparking social movements and investigations. As the number of Generation Z individuals is projected to surpass millennials by 2050, understanding and addressing the quiet quitting behaviour of this generation becomes crucial, considering their negative experiences during the COVID-19 pandemic and their preference for a work-life balance, which has led to a rejection of intense competition and a desire for a more relaxed lifestyle. Thus, this study investigated the factors (work conditions, job security, perceived career development opportunities, affective organizational commitment, and perceived organizational support on job burnout and employee well-being) determining the quiet quitting intention among Chinese Gen Z employees. It used an online survey to obtain cross-sectional data from 683 respondents, which were then tested using partial least squares structural equation modelling. The results showed that work conditions, job security, perceived career progression opportunities, affective organizational commitment, and perceived organizational support had a significant positive effect on employee well-being and that job burnout had a major negative effect. Furthermore, employee well-being had a significant negative impact on China's Gen Z employees' quit quiting decision and job burnout had a significant positive influence on China's Gen Z employees' quit quiting decision. The findings provide valuable insights for organizations and practitioners, enabling them to address these factors and effectively reduce quiet quitting intentions. Moreover, this study aligns with the Social Exchange Theory (SET), which explains how the interactions between employees and their organizations influence expectations and outcomes. By considering the SET framework, organizations can understand the motivations behind employees' behaviours and make informed decisions to foster a positive work environment and enhance employee well-being.

Modeling the workplace pro-environmental behavior through green human resource management and organizational culture: Evidence from an emerging economy.

This quantitative study investigates the relationships of green human resource management (GHRM) practices (e.g., green training and involvement, green recruitment, green performance management and compensation, and green transformational leadership) on green organizational culture and pro-environmental behavior, and the moderating role of green social capital and green values. This study adopts a cross-sectional design and collects quantitative data from 232 respondents working in top-to middle-level managerial positions in medium and large enterprises using a questionnaire survey after obtaining a list of companies from the Securities and Exchange Commission of Lahore, Rawalpindi, and Multan in Pakistan, applying the snowball sampling technique. A combined approach including partial least squares structural equation modeling and necessary condition analysis is employed to unravel the underlying mechanism between GHRM practices, green organizational culture, and pro-environmental behavior using Smart PLS version 4. The findings reveal that green transformational leadership (ß = 0.267, p < 0.01), green performance management and compensation (ß = 0.412, p < 0.01), green training and involvement (ß = 0.226, p < 0.01) have a significant positive connection with green organizational culture. Moreover, green social capital (ß = 0.206, p < 0.01), green values (ß = 0.460, p < 0.01), and green organizational culture (ß = 0.143, p < 0.05) have a significant influence on workplace pro-environmental behavior. The study did not discover any moderating influence of green values and GS on the relationship between green organizational culture and pro-environmental behavior. Nevertheless, it did identify a mediating effect of green organizational culture in the connections between green recruitment, green training & involvement, green performance management & compensation, green transformational leadership, and pro-environmental behavior. The original contribution of this study includes offering in-depth insights into the relationship between GHRM practices and pro-environmental behavior through an integrated framework combining the GHRM framework, ability motivation opportunity (AMO) theory, and norm activation model to the extant literature. With its empirical investigation, this constitutes a pioneering study in the field of GHRM that offers numerous practical implications with the robust result obtained using sufficiency logic tests applying necessary condition analysis. Organizations should recruit employees with green values and give them training, and performance and compensation benefits to ensure green transformational leadership and enhance pro-environmental behavior in the organization.

Predicting the intention and adoption of wearable payment devices using hybrid SEM-neural network analysis.

This study aims to examine the mediating effect of the intention to use wearable payment devices (WPD) between perceived ease of use (PE), perceived usefulness (PU), social influence (SI), perceived trust (TR), and lifestyle compatibility (CM) on the adoption of WPD. Examination was made on the moderating effect of age and gender to improve the understanding of the adoption of WPD as a new payment system. Empirical data was collected through an online survey from 1094 respondents in Malaysia. Furthermore, this study employed dual-stage data analysis through partial least squares structural equation modelling (PLS-SEM) to test the causal and moderating effects, including artificial neural network (ANN) to examine the predictive power of the selected model. As a result, it was found that PE, PU, TR, and CM had a significant positive influence on the intention to use WPD. Furthermore, facilitating conditions and the intention to use WPD exhibited strong positive impacts on the adoption of WPD among Malaysian youth. The intention to use WPD positively and significantly mediated all predictors of adoption of WPD. Following that, ANN analysis confirmed high prediction accuracy of the data fitness. Overall, the findings for ANN highlighted the importance of PE, CM, and TR on the intention to adopt WPD and the impact of facilitating conditions on the adoption of WPD among Malaysian youth. Theoretically, the study extended UTAUT with two additional determinants (e.g., perceived trust and lifestyle compatibility), which were found to have significant influences on the intention to use WPD. The study results would be able to help payment service providers and the smart wearable device industry offer an innovative spectrum of products and present effective marketing tactics to encourage the prospective consumers of Wearable Payment Devices in Malaysia.

The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China.

Smartphones have become increasingly essential in people's daily lives. Studying the enablers that influence students' smartphone buying intentions can inform technology-enhanced learning development, whereas research on brand loyalty and experience is important for marketing strategies. While prior research has acknowledged the importance of brand experience and customer loyalty, little literature has investigated the specific dimensions of brand loyalty and their connection to brand love and trust. This study investigates the effects of brand attributes on loyalty and word-of-mouth engagement in choosing smartphones in China, including the mediating role of brand trust and brand love between brand experience and loyalty. The study adopted a research framework based on the previous literature and tested it empirically. The study adopted a cross-sectional survey method, collecting 369 questionnaires from Chinese students in mainland China. The collected data were analyzed with the help of structural equation modelling by applying AMOS software version 26. The results showed that brand experience had a significant influence on brand trust, brand love, attitudinal loyalty, and word-of-mouth, except for behavioral loyalty. Likewise, the link between brand trust and attitudinal loyalty, behavioral loyalty, and brand love was found to be significant. The effect of brand love on attitudinal loyalty and behavioral loyalty became significant. Additionally, the study confirmed that behavioral trust and brand love significantly mediates the relationship between brand experience-attitudinal loyalty, and brand experience-behavioral loyalty, respectively. The study results provide numerous theoretical and managerial implications to help academicians and practitioners provide better customer and brand relationship management.

Examining the effect of logistics service quality on customer satisfaction and re-use intention.

For logistics service providers (LSPs), improving customer satisfaction and obtaining customer re-use intention are key to gaining sustainable competitive advantages and success. Logistics service quality (LSQ) is a concern for logistics service providers, retailers, and customers. The proposed model, which is based on the stimuli-organism-response theory and the logistics service quality framework, integrates operational quality, resource quality, information quality, personal contact quality, customization quality, and customer satisfaction to study logistics service re-use intentions. The data were obtained from an online survey using a structured questionnaire given to those with experience in logistics service. Using partial least squares structural equation modeling on 810 respondents who were adult Chinese customers, this study discovered that operational, resource, information, personal contact, and customization qualities positively affect the satisfaction of logistics service customers, while customer satisfaction positively affects re-use intention. Moreover, the results of the mediation analysis revealed that customer satisfaction mediated the connection between the five components of LSQ and the re-use intention of logistics services. The originality of the study lies in its comprehensive examination of the direct and indirect effects of service quality dimensions on customer satisfaction and logistics service re-use intention in the context of logistics services. This study provides valuable insights into the importance of customer satisfaction in the logistics industry and highlights the need for logistics companies to prioritize customer satisfaction and improve their overall performance and competitiveness.

Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model.

The purpose of the study is to determine the factors of online fast food-buying intention among Bangladeshi Millennials during the COVID-19 pandemic. The study adopted the Value-Attitude-Behavior (VAB) model and designed it as a higher-order constructs model to predict buying intention. Using a quantitative method (i.e., cross-sectional survey), data was collected from 325 respondents via a structured questionnaire and subsequently analyzed using Structural Equation Modeling (SEM) through AMOS software. The findings of the study revealed that convenience and food quality generate utilitarian values, while subjective norms and novelty-seeking form hedonic values. Also, utilitarian and hedonic values significantly affect cognitive and affective attitudes. As opposed to food quality, the cognitive attitude, affective attitude, self-identity, and subjective norms were observed to affect behavioral intention, with affective attitude producing the strongest association, albeit with the high explanatory power of the model. Consequently, this study offers a number of theoretical and policy implications to design better interventions that address public health regarding fast food consumption.

Desire to stay shorter time at the shopping mall: insight from protection motivation (PMT), behavioral inhibition system (BIS), reactance, and expectancy theories.

After withdrawing the movement control order (MCO), new variant (Omicron) of COVID-19 returns as an outbreak again. Therefore, consumers are very much informed by various media to be more cautious in visiting shopping malls and spend less time in there. The purpose of this study was to identify the predictors influencing the desire to stay shorter at the shopping mall. This study was conducted in Malaysia, with the application of three psychological theories and one behavioural theory. This is quantitative research based on an online cross-sectional survey design. Data were collected from 296 respondents, by applying the online snowball sampling method through numerous media platforms i.e., Viber, WhatsApp, Messenger, and other apps in three severely affected cities in Malaysia i.e., Selangor state, Putrajaya, and Kuala Lumpur. SmartPLS was used to analyse the data. Using structural equation modelling, this study result shows risk, protection motivation, and fear have a significant effect on the desire to stay a shorter time at the shopping mall. Social norm moderates the association between fear and the desire to spend a shorter time at the shopping mall. These findings, highlight the need for a more empirical study to design more robust strategies, and a safer and risk-free shopping mall environment.

Factors Affecting the Repurchase Intention of Organic Tea among Millennial Consumers: An Empirical Study.

The study aims to identify the factors affecting consumers' intention to repurchase organic tea in an emerging country such as Bangladesh. The study adopted the Stimulus-Organism-Response (SOR) theory, which uses seven constructs as the predictor of repurchase intention. This is a quantitative and empirical study that adopted cross-sectional survey methods. The convenience sampling method was used to collect data from 340 young respondents who visited supermarkets in Dhaka between October and November 2021. In order to analyze the obtained primary data, the structural equation modeling (SEM) approach was used. The findings revealed that product satisfaction, perceived values and brand trust are the predictors of repurchase intention. Surprisingly, we did not find that promotional efforts effected repurchase intention. The study also identified food quality and information quality as the antecedents of perceived value and product satisfaction, while the antecedents of brand trust were product satisfaction, food quality, brand image, information quality and promotional effort. The study suggested numerous theoretical and policy implications to improve repurchase intention of organic tea in the context of emerging economies such as Bangladesh.

Acceptance of online distance learning (ODL) among students: Mediating role of utilitarian and hedonic value.

Nowadays, the teaching methods are changed from offline to online primarily for the advent of the internet facility. The Industrial Revolution 4.0 ("Education 4.0") stresses offering online courses at the university level. The study aims to find out the factors influencing students' intentions to admit to online distance learning courses. In addition, the study wanted to establish the utilitarian and hedonic value construct in mediating the association between attitude and intention. Based on an intensive literature survey, an extended Technology Acceptance Model was proposed including some cognitive and technology-specific factors to test empirically. This is a quantitative study with an exploratory and descriptive scope and cross-sectional design. The information was gathered by applying the convenience sampling method from 293 Malaysian students who participated in anonymous surveys. The obtained data were analyzed using structural equation modeling applying AMOS 21 version. The study reveals that hedonic value, utilitarian value, perceived ease of use, and attitude except for perceived usefulness, affect behavioral intention to accept online distance learning courses except for perceived usefulness construct. The antecedents of utilitarian value are perceived fees, attitude, perceived usefulness, and perceived ease of use, whereas the antecedents of hedonic value are perceived fees, attitude, and perceived usefulness, except for perceived ease of use. Finally, self-efficacy affects perceived ease of use, perceived usefulness, and attitude towards joining online distance learning courses. This study's conclusions will benefit all stakeholders in the education system who are considering or have already adopted e-learning.

Organic Foods Purchase Behavior among Generation Y of Bangladesh: The Moderation Effect of Trust and Price Consciousness.

This study aims to identify the factors influencing the purchase behavior of organic foods among young generation customers in Bangladesh. The study adopted the theory of planned behavior as a base and developed 11 hypotheses based on the extant empirical literature. Adopting the purposive sampling method, the primary data were obtained from a cross-sectional sample of 464 young Bangladeshi consumers using a survey method. In order to identify the key relationship among the study variables, the structural equation modeling (SEM) approach was employed using AMOS software, version 25. The study employed a purposive sampling method to pick young respondents through online media. The study revealed that health consciousness, environmental consciousness, food safety consciousness, price consciousness, novelty consciousness, and trust are factors that significantly affect purchase intention and subsequently, the actual purchase of organic foods. The novelty consciousness factor got the highest predicting power, followed by food safety concerns among Generation Y. The research also found that trust and price consciousness exhibit positive and negative moderating effects, respectively, on the relationship between purchase intention and actual purchase. However, the study did not find any moderating role of price consciousness on the association between environmental consciousness and purchase intention. As policy recommendations, informing and educating young consumers about organic products, their novelty, and other benefits of consuming is critical for fostering their purchase.