Sustainability,
Год журнала:
2023,
Номер
15(16), С. 12147 - 12147
Опубликована: Авг. 8, 2023
During
the
COVID-19
pandemic,
many
restaurants
implemented
online
food
delivery
(OFD)
platforms
to
serve
customers.
However,
it
remains
unclear
how
restaurant
managers
decide
implement
OFD
and
whether
or
not
implementation
can
improve
performance.
We
view
as
a
form
of
service
innovation.
This
study
investigates
explains
reasons
why
an
platform
during
impact
that
on
performance,
based
innovation
theory.
An
internet
survey
was
conducted
collect
data
from
owners
test
proposed
research
model.
The
results
show
perceived
benefit
increasing
firm’s
reach
is
key
driver
implementation,
has
positive
both
financial
non-financial
A
follow-up
interview
also
obtain
opinions
industry
experts,
who
explained
phenomena.
findings
advance
our
understanding
innovate
by
implementing
services
help
them
better
understand
this
actually
Psychology and Marketing,
Год журнала:
2023,
Номер
40(10), С. 2132 - 2150
Опубликована: Июль 5, 2023
Abstract
Social
media
sites,
such
as
Twitter,
Instagram,
and
Facebook,
are
increasingly
interconnected
with
the
metaverse,
which
has
forged
a
new
digital
connection
between
users
community‐building
platforms.
The
increased
accessibility
of
social
via
smartphones
provides
opportunities
for
greater
interaction
facilitates
users’
online.
As
metaverse
sites
become
connected
it
presents
to
make
connections
socialize
virtually.
This
study
employs
Big
Five
personality
theory
empirically
test
how
traits
Generation‐Z
impact
on
their
intentions
using
innovative
technology
(metaverse).
With
Personal
Innovation
Hedonic
Motivation
moderators,
we
use
mixed‐methods
approach
that
qualitative
(
n
=
24)
quantitative
436)
understand
why
is
inclined
socializing.
Confirmatory
factor
analysis
structural
equation
modeling
analyse
data
statistically.
Results
show
Openness
highest
intention
adopt
followed
by
Extraversion
Agreeableness.
variables
present
evidence
positive
moderation
traits.
Further,
generation
differences
cohorts
personalities
affects
willingness
metaverse.
Journal of Hospitality Marketing & Management,
Год журнала:
2023,
Номер
33(4), С. 415 - 442
Опубликована: Ноя. 7, 2023
The
rapid
growth
of
online
food
delivery
(OFD)
services
presents
new
opportunities
and
challenges
for
OFD
stakeholders,
emphasizing
the
strategic
importance
retaining
customers.
However,
existing
continuance
literature
lacks
diverse
theoretical
approaches
customer
segment-specific
knowledge,
limiting
a
comprehensive
understanding
post-pandemic
behavior.
This
study
leverages
uses
gratifications
(U&G)
theory
to
delve
into
customers'
expectations
motivations
continuing
use
OFD,
with
particular
focus
on
possible
differences
between
Generation
Y
Z
By
applying
mixed-method
approach,
results
identified
six
usage,
classified
three
groups:
utilitarian,
hedonic,
social
gratifications.
assign
varying
levels
enriches
current
by
demonstrating
explanatory
prowess
U&G
phenomenon
provides
practical
suggestions
stakeholders
cultivate
competitiveness
sustainable
growth.
Journal of Research in Interactive Marketing,
Год журнала:
2024,
Номер
unknown
Опубликована: Июль 13, 2024
Purpose
The
rise
of
virtual
streamers
in
live
streaming
commerce
has
gained
momentum,
driven
by
the
increasing
prevalence
human–computer
interactivity
and
artificial
intelligence.
However,
achieving
its
broader
adoption
necessitates
a
comprehensive
understanding
consumers'
intention
to
switch
from
conventional
human
streamer
services
as
alternatives.
To
bridge
this
knowledge
gap,
study
endeavours
introduce
substantiate
an
asymmetric
model
incorporating
innovation
barriers,
shopping
motivations
personalities,
shedding
light
on
switch.
Design/methodology/approach
An
online
survey
was
conducted
United
Kingdom
analysed
using
approach
that
integrates
Necessary
Conditions
Analysis
(NCA),
Artificial
Neural
Networks
(ANNs)
fuzzy-set
Qualitative
Comparative
(fsQCA).
Findings
results
unveiled
six
configurations
arrangements,
each
them
characterised
unique
combination
causation.
Originality/value
In
knowledge,
presents
significant
contribution
revealing
both
determinants
stimulate
or
hamper
desire
based
consumer-centric
perspectives.
practice,
is
critical
for
helping
practitioners
overcome
difficulties
related
make
educated
judgements
when
promoting
developing
marketing
strategies
commerce.
