This study aims to integrate the protection motivation theory (PMT) model and attitude to explore the factors influencing consumers’ usage behavior toward online food delivery platform services (OFDPSs) during the COVID-19 pandemic. The utilitarian value and hedonic value of OFDPSs, which may influence consumers’ attitude, were also included in the integrated research model. This study collected a total of 384 participants who are with experience in using OFDPSs during the COVID-19 pandemic in Taiwan for analysis

An increasing number of Internet users use hotel booking websites and online travel agencies to arrange trips and search for information related to their travels. This study investigates the impact of customer engagement on user perceptions of the quality and value of an online hotel-booking website, as well as whether such perceptions further influence user trust in online websites (eTrust) and result in behavioral intention of eLoyalty. The empirical results of structural equation modeling analysis of 400 questionnaire results collected in Taiwan reveal that customer engagement has a positive impact on perceived website quality (i.e., usability, ease of use, entertainment, and complementarity), which in turn influences perceived value. The results do not show a direct impact from customer engagement on perceived value. Finally, the results verify that eTrust mediates the relationship between consumers’ perceived website quality and behavioral intention of eLoyalty toward an online hotel-booking website; eTrust also mediates the relationship between consumers’ perceived value and behavioral intention of eLoyalty toward an online hotel-booking website. The findings provide both academic researchers and practitioners with a better understanding of customer engagement and facilitate development of more effective customer engagement strategies for online booking platforms.

On the basis of the protection motivation theory (PMT) research model, this study employed perceived moral obligation as a determinant to improve predictions of people’s intention to engage in energy savings and carbon reduction behavior aimed at mitigating the threat of environmental climate change through their protection motivation. The sample comprised 930 participants who completed self-reported questionnaire surveys in Taiwan. The empirical results of structural equation modeling indicated that the extended PMT model was more explanatorily powerful than the original model. The results not only confirmed that people’s perceived moral obligation plays a crucial antecedent role in predicting their intention to engage in energy savings and carbon reduction behavior but also verified the mediation effects of protection motivation in the extended PMT model.

Marketers commence to use types of brand alliance strategies including co-branding. Many previous studies focused on the strategic performance of the co-branded credit card or loyalty programs. The introduction of the department store co-branded credit card successfully increases revenues and expands the market shares for both the banking industry and the department store industry in Taiwan. In view of the importance of co-branding strategy to extend market share for both the banking industry and the retailing industry in Taiwan, it is worthy to have a better understanding of whether or not consumer’s affective loyalty to the bank and/or consumer’s affective loyalty to the department store will influence his/her attitude toward the department store co-branded credit card, which in turn influence his/her intention to continue to use or apply for the co-branding credit card. This study aims to ascertain what factors determine consumer’s intention to continue to use and/or to apply for the department store co-branded credit card. This study collected data on the Internet Website from December 8, 2013 to January 30, 2014. A total of 444 valid data were used in this study. The two-stage procedure of structural equation model (SEM) analysis was conducted to examine the hypothetical causal relationship in the proposed theoretical model. The results indicate that for those who had applied for the department store co-branded credit card, consumer’s affective loyalty to the bank and consumer’s affective loyalty to the department store indeed exert positive impacts on his/her attitude toward department store co-branded credit card, which in turn influence his/her intention to continue to use the co-branded credit card. In addition, for those who did not have the department store co-branded credit card, consumer’s affective loyalty to the department store can induce his/her attitude toward department store co-branded credit card, which in turn influences his/her intention to apply for co-branding credit card. The implications and suggestions for both the banking industry and the retailing industry are also provided in this study.

Scientific evidence indicates that a significant human contribution towards the world’s climate change. Human lifestyles and behavior need changing to reach the goal of environmental sustainability. Previous studies indicate that fear or threat appeals in advertising campaigns can lead to changes in attitude and, subsequently, behavioral changes. The main aim of this study is to examine the impact of viewing different degrees of fear appeals of climate change on an individual’s intention to engage in pro-environmental behavior. In addition, the possible factors influencing an individual’s intention to engage in pro-environmental behavior may vary after viewing narratives of different degrees of fear-inspiring climate change are also examined. A total of 217 undergraduate students were assigned to one of the experimental conditions: no fear appeal, low-fear appeal, and high-fear appeal. The fear manipulation check results are consistent with the prominent hypothesis of the drive theory model, an inverted-U-shaped response pattern to increasing levels of fear. The results of ANOVA tests indicate that the participants who view the no-fear appeal text will have more intention of engaging in pro-environmental behavior than their counterparts, those who view the high-fear appeal text. The results of multiple regression equation analysis reveal that an individual’s moral obligations play an important determinant of his/her intention to engage in pro-environmental behavior across both conditions. But in the high-fear appeal condition, an individual’s perception of collective efficacy also plays an important determinant. Practical implications for pro-environmental behaviors are also provided.