Asia Pacific Journal of Marketing and Logistics,
Год журнала:
2024,
Номер
unknown
Опубликована: Сен. 26, 2024
Purpose
Based
on
trust
transfer
theory,
this
study
explores
between
two
brands
in
the
over-the-top
(OTT)
context.
Specifically,
it
examines
effect
of
(1)
hosting
OTT
platform
brand
and
(2)
users'
disposition
add-on
services.
Further,
investigates
their
impact
willingness
to
subscribe
Design/methodology/approach
Using
purposive
sampling,
data
were
collected
using
an
online
survey
from
users
(
n
=
322).
The
analyzed
partial
least
squares
structural
equation
modeling
(PLS-SEM)
through
software
SmartPLS.
Findings
exhibited
that
results
trusting
services
hosted
platform.
explains
finding
“brand
transfer”
with
help
theory.
It
also
clarified
process
is
not
moderated
by
influenced
gender,
experience
income.
Finally,
showed
does
directly
affect
but
indirectly
Originality/value
This
demonstrates
brands.
context
operating
same
competitive
space
(OTT
services),
established
other
less-known
brand.
pioneers
investigation
source-target
entity
pair
space,
contending
may
occur
contexts
(like
financial
services).
unprecedented
elucidating
platform,
service.
PLoS ONE,
Год журнала:
2025,
Номер
20(5), С. e0322860 - e0322860
Опубликована: Май 8, 2025
Purpose
This
study
examines
the
factors
influencing
intention
to
subscribe
video
streaming
platforms
in
China
through
integrating
extended
unified
theory
of
acceptance
and
use
technology
(UTAUT2),
perceived
value
theory,
stimulus–organism–response
(S-O-R)
theory.
Design/methodology/approach
A
quantitative
was
conducted
test
hypothesized
relationships
among
constructs
using
partial
least
squares
structural
equation
modeling
(PLS-SEM).
The
sample
included
506
viewers
platforms.
Findings
results
showed
that
performance
expectancy,
effort
social
influence,
hedonic
motivation
had
a
positive
relationship
with
subscription
Additionally,
mediated
these
relationships.
Also,
habit
positively
related
intention.
Finally,
attractiveness
alternatives
moderated
between
China.
Originality/value
introduces
mediation
mechanism
explain
China,
utilizing
UTAUT2
model,
S-O-R
Abstract
This
study
aims
to
investigate
how
AI
adoption
affects
customer
experience
and
e-commerce
efficiency,
applying
Structural
Equation
Modeling.
Using
responses
from
678
participants
with
different
backgrounds,
this
research
validates
both
first-order
measurement
models
second-order
reflective
models,
affirming
the
reliability
robustness
of
constructs.
Among
findings
are:
has
a
direct
positive
impact
on
engagement
boosts
operational
workflows.
also
acts
through
mediating
roles
trust,
ease
use,
data-driven
decision-making
enhance
performance.
Results
show
that
improved
workflows
by
facilitating
enhancing
business
intelligence.
paves
way
in
theoretical
discourse
AI's
role
digital
commerce
while
providing
endorsement
part
businesses
endeavoring
dwell
AI-based
innovations
for
sustainable
development
competitive
advantage.
Deleted Journal,
Год журнала:
2024,
Номер
2024(2), С. 50 - 60
Опубликована: Май 16, 2024
This
paper
investigates
the
relationship
between
information
and
communication
used
by
users
on
electronic
commerce
platforms.
study
is
underpinned
Theory
of
Reasoned
Action
(TRA)
to
understand
factors
contributing
users'
intention
use
online
shopping
The
primary
data
was
collected
using
a
self-administrated
survey
from
422
respondents
analyzed
Statistical
Packages
for
Social
Science
(SPSS)
version
28.
Empirically,
this
shows
that
trust
e-commerce
in
digital
platform
as
medium,
consumers’
make
purchases
behavioural
attitudes
significantly
influence
study's
premises
user
are
beneficial
regulators,
business
owners
government
because
they
help
them
identify
traits
give
customers
more
confidence
transactions.
suggests
users’
provided
when
dealing
through
transactions
vital
parties
involved.
provides
theoretical
framework
future
research
examine
effect
these
determine
diversification
behaviour.
Emerging Science Journal,
Год журнала:
2024,
Номер
8(3), С. 1215 - 1242
Опубликована: Июнь 1, 2024
While
the
rapid
growth
of
information
technology
(IT)
adoption
has
not
lessened,
insufficient
attention
been
directed
towards
major
themes
and
sub-themes
IT
challenges.
Consequently,
this
study
consists
a
systematic
literature
review
challenges
based
on
total
235
peer-reviewed
articles
from
business
management
between
2012-2022.
Our
longitudinal
provides
an
integrated
framework
for
matching
to
organizational
strategies
transforming
practices
processes.
The
results
broaden
scholarly
understanding
importance
strategic
agility,
need
keep
pace
with
competitive
systems
environments.
findings
enhance
pre-change
post-change
processes
adoption,
expanding
knowledge
success
achieving
agility.
Three
key
contributions
include
closing
gaps
explored
in
comparative
studies,
adopting
unified
approach
research
model,
organization's
absorptive
capacity
Doi:
10.28991/ESJ-2024-08-03-025
Full
Text:
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