This research examines how voluntary simplicity lifestyle can mediate the tourists’ COVID-19 anxiety and the tourism motivation during the COVID-19 pandemic and demonstrates how resilience can moderate the effect of the anxiety and pull motivations. The results show the effects of mediation and moderation on the relationship between anxiety and tourism motivations.

Over the past decade, the global apparel industry has witnessed an exponential growth of rental business. As consumers are increasingly aware of the environmental impact of over-consumption and garment waste, there is a new demand for apparel rental service as it helps reduce discarded garments to the landfill while satisfy consumers’ fashion needs This study examines the motivational factors that influence Generation Z consumers' attitudes and purchase intentions towards fashion rentals in China. Based on the theory of reasoned action, a survey was conducted with Generation Z consumers in mainland China. The findings suggested that economic benefits, ego defence, fashion orientation, experience value and sustainable value affect Chinese youngsters’ purchase intention to rent fashion-clothing. This empirical study contributes to a better understanding of the changing consumption attitudes and patterns of Generation Z consumers in China.

Online shopping has grown exponentially in the last decade, benefiting both consumers and companies. Among several advantages, online shopping lets consumers compare values and prices from different stores on multiple mobile devices in real time. In addition, for young people, it is a way of expressing their identity and independence.

This study explores internal and external factors that influence consumers’ novel food technology acceptance (NFTA). Findings suggest that the primary driver of the purchase intention of NFTA is hedonic motivation. Also, the level of trust in the food regulatory organizations can play a vital role in driving consumers’ NFTA.

Marine industry generates tons of waste, which is usually discarded or used for production of fish feed and low-value silage. However, marine residual raw materials (e.g., skins, heads, liver, and roe after fish gutting and processing) contain lipids rich in omega-3 fatty acid, which has several beneficial physiological effects such as maintenance of normal cardiac function, normal brain function, and normal vision. Food fortification with omega-3 fatty acid derived from marine residual raw materials can therefore provide health benefits and contribute to a circular food system. The current research explores consumer acceptance of the food fortified with microencapsulated fish oil derived from marine residual raw materials. Consumers may be hesitant to try these products due to food neophobia associated with tendency to eat foods with familiar ingredients. The idea of ingredients from normally discarded food parts may seem disturbing. However, there is a growing concern about low utilization of bioresources. Thus, conflicting goals may be in place and there is a need for research on motivations and barriers for consumption of this type of food. To address this, focus group interviews were conducted with 42 Norwegian consumers (7 groups, 4-7 participants each). The sample represented different age groups (20-55 years), genders, educational backgrounds, and income levels. Each participant received a compensation of ca. USD 30. The focus groups discussed food habits, attitude towards the fortified food and utilizing residual raw materials, and reasons for intake/no intake of such food. The interviews were transcribed and analyzed using the constant comparative method. The results indicate that the informants have limited experience with fortified food. However, they demonstrate positive attitude towards the foods fortified with microencapsulated fish oil and appreciate the utilization of residual raw materials. Health benefits are one of the important motivations. Still, the informants are concerned about the fishy taste, as the flavor is also quite crucial. Another barrier is an expected high price for such food. Adding fish oil may also be a problem for vegetarians and consumers with allergies. Thus, transparent information about the food ingredients is essential. The results also highlight the importance of food’s sensory characteristics. The current study advances understanding of the consumer acceptance of the food with residual raw materials (so far under investigated in the literature), and thus provides a basis for finding an efficient strategy for communicating its benefits to consumers. It also provides societal health benefits and positive environmental effects due to the increased intake of omega-3 and better utilization of unused bioresources.

The purpose of this paper is to explore underlying antecedents for inconspicuous luxury motivations by developing and testing a conceptual model under the self-concept mechanism with the influence of cultural capital. A questionnaire-based survey is used to collect data, and structural equation modeling is applied to analyze the data. Although growing interests in academia focus on the relationship between cultural capital and inconspicuous luxury, quantitative studies are scant. This research contributes to the literature by empirically investigating the impact of cultural capital in the relationship within the construct of consumers’ self-concept and inconspicuous luxury motivations.

As cryptocurrencies continue to gain viability as an asset class, institutional investors and publicly traded firms are beginning to enter into positions in digital currencies. While generating profits may be the primary purpose, corporations also wish to advertise to their stakeholders that they are keeping up-to-date with latest technological developments, trends, and cutting-edge investment opportunities in enhancing the wealth of the shareholders. The marketing and financial signals with the involvement in blockchain platforms and digital currencies intend to demonstrate the efficiency of corporate operations, and the agility in the utilization of the retained funds. What firms may not be considering however, is the effect these assets may have on their risk profiles. This paper aims at measuring the effect of digital currencies on the risk and returns of publicly traded companies, deciphering the motives behind holding a cryptocurrency as an asset, and determining whether one reason for holding is more impactful than another. Four largest publicly traded holders as well as four of the most prominent digital currencies are explored. The findings from the study contribute to the literature in corporate risk reporting, in marketing and financial motivations of digital currency holdings, and in digital currency risks. The conclusions of the study also make a case for firm transparency through detailed reports of the risk effects of digital currency holdings.

This study aimed to build on past findings about differences in personal walking experiences by demonstrating what elements were beneficial to participants with different walking habits. Accordingly, this study established the relationships between valued walking elements and people’s motivation to walk, by dividing participants into three groups: Group W for people with a walking habit, Group HW for people who walk occasionally but not regularly, and Group NW for people who do not walk habitually. Participants walked a familiar and an unfamiliar route with a wearable device that recorded their heart-rate variability and electrodermal activity. Changes in the biometric data helped to identify the defining moments in each participant’s walk. Participants discussed these moments in one-on-one interviews with a researcher to pinpoint their valued walking elements. As a result, this study classified walking elements into six themes: “Surroundings,” “Social,” “Exploration,” “Route Plan,” “Physical Exercise,” and “Mental Thinking.” A walking habit development model was made to show how “Route Plan” and “Exploration” were beneficial to Group NW, “Social” and “Surroundings” were beneficial to Group HW, and “Route Plan,” “Mental Thinking,” and “Physical Exercise” were beneficial to Group W.

The purpose of this study was to conduct a comparative study between Korea and the United States to examine anglers’ motivations, consumptive orientation, and the relationship between these two concepts. The following two research questions were explored: (1) whether there are significant differences in anglers’ motivations and consumptive orientation between Korea and the United States; and (2) what differences exist in the effects of anglers’ motivations on consumptive orientation between these two countries. The main research results are as follows. First, Korean anglers showed a higher level of consumptive orientation than American anglers. Second, a positive relationship between activity-general motivation and consumptive orientation was reported for Korean anglers while the relationship was opposite for American anglers. Study results imply that national angler surveys as well as public education and outreach programs are necessary to help anglers engage in sustainable fishing behaviors for effective fishery resources management.

본 연구는 게임 이용동기가 인터넷게임 사용장애에 미치는 영향을 분석하였다. 이를 위하여 한국콘텐츠진흥 원의 게임이용자패널(2014~2018)의 상반기 조사 5개 연도 자료를 활용하였다. 게임이용자패널은 초·중·고등 학교 학생 2,000명의 표본으로 구성되었으며, 1차 연도부터 5차 연도까지 연구에 참여한 778명의 응답을 분 석에 활용하였다. 응답자의 특성으로 성별은 남성 381명(49.0%), 여성 397명(51.0%)이었고, 학생 분포는 1차 연도 기준으로 초등학생 287명(36.9%), 중학생 273명(35.1%), 고등학생 218명(28.0%)으로 이루어졌다. 종속변 수인 인터넷게임 사용장애는 Kimberly Young의 인터넷중독척도를 게임사용에 맞게 수정한 20문항을 활용하 여 측정하였고, 독립변수인 게임 이용동기는 Nick Yee의 게임이용척도를 수정한 10문항을 활용하여 측정하 였다. 주요 분석방법으로 MIMIC 모형분석을 활용하였다. 분석 결과를 요약하면 다음과 같다. 첫째, 보상과 현실도피 동기의 게임 이용은 5개 연도 자료 분석 결과 일관적으로 인터넷게임 사용장애와 정적인 관계가 있었다. 둘째, 보상 동기의 게임 이용의 표준화 영향계수는 도피 동기의 게임 이용의 표준화 영향계수보다 더 높은 수준으로 나타났다. 셋째, 통제변수 중에서 높은 불안감 수준을 지니고 있을수록, 남성일수록 일관 적으로 인터넷게임사용장애 수준이 높은 것으로 나타났다. 이러한 분석 결과를 바탕으로 DSM-5 진단기준과 관련한 정책적, 실천적 제언을 논의하였다.

This paper describes Natural Language Processing techniques to extract patterns of destination image formation from Social Media postings. In a pilot study, we show how Twitter postings can be mined to uncover travel motivations and values for various travel destinations; we also explore the mental representations that underly these values and motivations. While this pilot study is subject to limitations, the results demonstrate that Twitter data is a compelling source of information about travellers and destinations.

The resale market of used items selled about U$ 16 billions in 2015 in the US. We interviewed twelve consumers to better understand this phenomenon, Our results showed that consumers choose SHP due to economic reasons, and sustainability is marginally considered. Contamination is the main barrier to consume used products.

본 연구는 Deci와 Ryan의 자기결정성이론을 바탕으로 게임사용 동기가 게임행동에 미치는 영향에 대해서 분석하였다. 게임사용 동기는 내재적 동기와 외재적 동기로 구분하였으며, 게임행동은 게임 선용과 게임과몰입으로 구분하였다. 분석을 위해 한국콘텐츠진흥원의 2016년 게임 과몰입 실태 조사의 자료 중 3,000명의 성인을 대상으로 실시한 온라인 조사의 자료를 활용하였다. 자료는 잠재변 수간의 관계를 알아볼 수 있는 구조방정식모형 분석방법을 통해 분석하였다. 분석은 Mplus 7.4 프 로그램을 활용하여 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 내재적 동기는 게임선용과 정적인 관계가 있었다. 둘째, 외재적 동기는 게임선용과 게임과몰입과 정적인 관계가 있었다. 게임과 몰입과의 관계의 효과크기가 게임선용과의 관계의 효과의 크기보다 세 배 이상 크게 나타났다. 본 연구는 한국사회에 만연한 게임에 대한 부정적인 인식에서 벗어나, 게임으로 인한 긍정적인 결과와 부정적인 결과에 대하여 균형 있는 접근을 시도하였다는 점에서 의의가 있다. 또한 자기결정성이론을 바탕으로 게임사용자와 게임제공자의 긍정적인 게임사용을 촉진하기 위한 시사점을 제시하였다.

The term of culture industry was first presented by Adorno and Horkheimer. In the Culture Industry Theory, culture was explained as products of media (TV, Newspaper, Radio) and markets which were constantly adjusting consumption. And now the culture developed more industrialized in television dramas, movies, pop songs and their associated celebrities and their SNS, TV programs and fashion styles. The customer, especially Young Generation is involved in culture industry more widely, conveniently and closely, such as Web Series. The consumption of Web Series increased with multipliers especially the popular culture in Asia and Young Generation. Accompanied by developing rapidly, fierce competition happened in Web Series Industry. The purpose of this study is exploring what motivations drive Young Generation to Wen Series. This study will try to explore a measurement system of the equity of Web Series based on customer equity theory for estimating the future competitiveness and figure out what motivations drive customer’s perception of Web Series.

Introduction Brand community influences consumer behavior due to the growing impact of social media in both virtual environment and in real life. Social networks for the brand - it's an opportunity to simply, accessible and round the clock talk about all the important events of its audience within an online brand community. The subject of our research is based on the type of user and the motivations for participating in the online brand community. We investigate how the brand relationship quality and online brand community engagement are related and what consumer motives influence the online brand community engagement. This study represents how brands and consumers make interactions in a virtual environment. Theoretical Development Past research demonstrates that members of brand communities are motivated to join or participate in life of brand communities for various reasons. Some scholars distinguish motives, values, drivers, stimulating the attention, activity, relationship with the online brand community or brand commitment and engagement as well. They include: information or knowledge-seeking motives, entertainment, remuneration, personal identity, integration, social interaction, sense of belonging, level of communication, self-discovery and hedonic benefits (Muntinga, Moorman, & Smit, 2011; Dholakia & Bagozzi, 2004; Yen, Hsu & Huang, 2011; Wang, Fesenmaier, 2004). The benefits gained by consumers through engaging in an OBC are obvious, which were discussed in prior studies (Yen, Hsu & Huang, 2011) such as entertainment, gratification, social – appreciation or learning (Wang, Fesenmaier, 2004). But accordingly to Tseng, Huang & Setiawan (2017) the main initial reasons why people join the online brand community are usually pragmatic, for example, they seek information or entertainment. Tseng, Huang & Setiawan (2017) focus on two pragmatic motives, knowledge- and entertainment seeking motives, that served as the members‟ initial drives to participate in online brand communities. They categorized motivations into pragmatic (functional-related) and symbolic (social-related) motives. In this case, not all of the motives are on the same level. Hennig-Thurau, Gwinner, Walsh (2004) demonstrated that the crucial factor that influence on the interaction of consumers with online brand communities is that consumers are more actively involved in online communities when there are economic incentives (discounts, actions, competitions). Zhou, Zhang et al. (2012) came to a similar conclusion, that companies should provide material assistance and also deliver care and rewards to the brand community as well. Communication can relate to the necessity to receive feedback from the brand on the issues of consumer‟s interest as well as communication with community members, which may be caused by motives such as social – appreciation, creating a status or self-esteem status, sharing personal experience, self-confidence or establishing relationships (Dholakia, Bagozzi, and Pearo 2004). For brands, on the one hand, it is important to understand the motives of the community members, and on the other, to help them achieve their goals. Directly concerned the online brand community allows not only to increase brand awareness, establish brand identity to the consumer's perception, but also promotes the penetration of the brand's personality into the consumer's lifestyle. That is why such serious importance should be paid to the content (filling) of the brand pages: external events, news, which can be popular in the internet environment, or simply congratulates subscribers on holidays (Schau, Muñiz, & Arnould, 2009). Great attention is paid to the diversity of content in the brand communities of well-known cosmetic brands: video lessons, make-up instructions, contests for every new product launch, interesting facts about the brand, beauty memories for instance. In the brand communities of sports goods the content of expert materials about sports and their benefits is used, about the nuances of performing certain exercises, about proper nutrition, about new scientific discoveries concerning sports and health, and even food recipes. But qualitative content is not a frequent phenomenon, as mass borrowings of other people's materials and ideas are most often observed. If the content is really useful and qualitative, then the community will gain tremendous trust from subscribers or active members (Habibi et al., 2014). Motivational content is important for brand promotion as well. For example, motivation is often not enough for people to start a healthy lifestyle. And due to the lack of motivation many consumers throw begun half-way. If the company gives selfconfidence to the community members, then it will become a loyal friend to them and will be able to gain trust, create an emotional connection with them. This variety of content in one account is useful for different categories of subscribers. Therefore it is worth emphasizing that for communities it is important UGC (user generated content). According to Muntinga et al. (2011) the term „user-generated content‟ (UGC) is used for the content produced and uploaded by consumers rather than companies. Schau, Muñiz, & Arnould (2009) demonstrate that companies can encourage the interaction of practices to foster greater customer engagement with the brand in the process of value co-creation. Choi, Ko and Kim (2016) emphasized that value cocreation means that customer emotional, cognitive, and behavioral experiences are the basis of the value, impressions, recognition, and internalization they accord to the brand. Some people like to participate in the creation of content, give some recommendations. Accordinly to Schau, Muñiz, & Arnould (2009) if the firms give consumers the opportunity to construct brand communities and the freedom to modify their products, they will be ready to take the initiative. Different motives, values, brand trust, brand loyalty, brand identification and brand community identification are related. Martínez-López, Anaya, & Molinillo (2017) explain in their study, that members‟ OBC engagement and participation based on their relationships with other members and with the community sponsor (companies/brands). But there are points of view that determine that the relationship between motives and community commitment can be both direct and indirect. Bagozzi & Dholakia (2004), Zhou & Zhang et al. (2012) support the positive influence of brand community identification on brand identification and attachment. Previous studies find that members‟ commitment to a brand community leads to their commitment to the brand (Kim, Choi, Qualls, & Han, 2008) and consequently consumers tend to purchase the same brand consistently (Algesheimer et al., 2005). Positive aspects of the community's influence will lead to positive behavioral intentions, such as consumer recommendations for joining this community to friends and acquaintances (Hennig-Thurau, Gwinner, Walsh, 2004). Therefore electronic positive word-of-mouth‟(eWOM) on social media is significant tool for online consumer-to-consumer interactions both about brands (Muntinga et al., 2011) and about brand communities (Pop & Woratschek, 2017): consumers can generate and spread brand related information to their friends, peers, and others without constraints (Kim & Ko, 2012). The best channel for promotion at any level is a positive experience that a person receives from the use of products, and the desire to share it arises as a consequence. Cooperation with opinion leaders has recently become a priority for many brands. In addition, collaboration with different bloggers allows to establish contact with a wider audience, because in the last few years it is the authors of popular blogs that shape the tastes and preferences of the public. Leaders of opinion help shape the brand's image in the eyes of the widest audience of consumers and, as a result, influence sales. Quite often, when bloggers become brand ambassadors, they take part in advertising campaigns. Research Design In our study we attempt to determine the influence of the type of consumer (innovators, opinion leaders, status seekers, etc.), the motives for participating in the online brand community (entertainment, information search, reward, hedonistic motives, self-expression) on online brand community engagement (interaction), positive WOM online brand community. Therefore, this study particularly addresses the following research questions: 1. What consumer motivations influence the online brand community engagement and the positive WOM online brand community? 2. Does the brand identity influence the online brand community engagement (interaction) and the positive WOM online brand community? 3. What factors influence the promotion activity of brand and online brand community? Our study suggests that consumer motivations (social interaction, knowledge seeking, hedonic motives) and type of consumers (innovators, opinion leaders, status seekers) positive influence on the online brand community engagement and WOM brand community. Accordingly, we have developed the following hypothesis: H1: Hedonic consumer motives influence online brand community engagement positively. Н2: Knowledge seeking consumer motives influence online brand community engagement positively. Н3: Creation UGC consumer motives influence online brand community engagement positively. H4: Opinion leaders influence brand relationship quality positively. H5: Innovativeness (consumer innovators) influence brand relationship quality positively. H6: Brand relationship quality influences e-WOM online brand community positively. Today in Russia, social networks reach 70% of the population (about 87 million people), and many users are active on multiple sites (http://mandmglobal.com/digital-marketing-trends-in-russia-social-networks). 87% of Internet users use social networks, including 51% have accounts in several online communities. Studies by Nielsen show that people increasingly buy online or choose goods and things on social networks, and then buy them offline. Recently most Russian and international fashion, cosmetics, clothing companies have began to use social media actively as a channel of communication with end customers. Data collection took place between March and December 2017. We developed two online questionnaires, using www.esurveycreator.com and conducted research on two topics – interaction with cosmetic and sportswear brand-communities. The popularity of a healthy lifestyle is constantly gaining momentum, and at the same time the number of new sports brands is growing. The survey questionnaires were originally designed in English then translated into Russian using a translation/ backtranslation procedure. All of the constructs used in this study were adapted or modified from extant research and multiple item statements were measured by seven-point Likert type scale. Result and Conclusion A total of 444 respondents from Russia were included in this study: 216 respondents interacted with cosmetic online brand-communities and 228 respondents from sportswear brand-communities. The survey involved young people, as the most active part of social networks users. We found that respondents are mainly subscribed to the community brand in the networks: VK (Vkontakte) and Instagram. Less popular are Facebook and Twitter. Russian social network Vkontakte has the largest audience with a monthly user-base of 82-90 million monthly users (it is most popular with younger users (ages 18-34)), then it is followed by OK, Instagram (about 30-17 mil) and Facebook (21 mil), (http://mandmglobal.com/digital-marketing-trends-in-russia-social-networks). Basically, Instagram is interesting for the audience at the age of 18-24 (36.6%) and 25-34 (34.22%). Older social media users generally prefer the social media site OK (originally Odnoklassniki – “classmates”). OK.ru has over 31.5 million viewers a month, with the majority (69%) being women. (https://www.makeuseof.com/tag/top-8-russian-social-networks- makes-great). A Confirmatory Factor Analysis (CFA), using AMOS 19.0, was first employed to assess the properties of the constructs. Relevant loadings were significant, and construct reliability values ranged from 0.6 to 0.885. Discriminant validity relies on average variance extracted (all AVEs are at level of 0,5-0,7) and it was supported. The Structural Equation Modelling was conducted for examining the model (fig. 1). Overall model fit indices are satisfactory: RMSEA is = 0.06 (according to Hu & Bentler (1999)), x2/df = 2,9 (Chi-Square=3373, df=1153), CFI =0.87, IFI = 0.819, P-value<0.001. Thus, according to the results of the research, not all hypotheses have been confirmed. We find that hedonic consumer motives, creation UGC consumer motives influence on the online brand community engagement (table 1). Social interaction benefits have significant impact on creation UGC consumer motives (ß=0.96, t=16.86, p<0.001). Knowledge seeking motives has negative influence on the Online brand community engagement (ß= - 0.96, t=-5.086, p<0.001). Finally, our findings reveal that, brand relationship quality has no significant impact on WOM Online Brand Community (ß=0.192, t=3.81, p<0.001), it is not related to the Online Brand Community Engagement. Construct of brand loyalty was completely excluded from the model due to poor findings. Online communities can follow distinctive norms of interaction, contain rituals or general agreements (Jang H., Olfman L., Ko I., Koh J., Kim K., 2008). Accordingly, our further research should include research on the influence of online brand community atmosphere (norms, rituals, traditions) on the intentions to continue to be a member of the community. In addition, we would like to pay more attention to the impact of content types on the intentions of the participants.

Employee innovation is critical to business success and draws knowledge and ideas from customer engagement (CE). In particular, customer interaction, a key aspect of CE, offers opportunities for, and act as a source of, hotel employees’ innovative behaviors (Jaakkola & Alexander, 2014; Li & Hsu, 2016). Focusing on the hotel industry, this study investigates the role of customer interaction, positive affect, and employee motivations in enhancing employees’ innovative behaviors. A structural model was developed based on relevant literature and pilot tested on data collected via a quantitative survey of 196 hotel employees who were in a position requiring interactions with customers. The findings provide support for the proposed model and suggest customer interaction, positive affect, and intrinsic and extrinsic motivations as influential factors impacting on employees’ innovative behaviors directly and/or indirectly. This pilot study forms the basis of a larger project modeling the customer interaction - employee innovation relationship (findings to be presented at the conference). The study contributes to the limited literature on innovation through enhancing CB and employee emotional welfare, addressing the call to strengthen research on the antecedents and outcomes of CB (So, King, Sparks, & Wang, 2016). Practically, the results highlight a need for hotels’ benefit and reward systems to incorporate measures of employee performance in relation to CB.

As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision- making processes react to fashion companies’ omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study’s limitations and implications were discussed.