Referral programs are ubiquitous in the marketplace and incentive design is crucial in such programs. Most companies opt for a two-sided design where they reward both the referee and recipients in their referral programs. However, surprisingly little research examines the incentive designs in two-sided programs.

In the past decade the level of prosocial behavior has raised some concerns, whereas an empathic concern, one of the main predictors of prosocial behavior, is decreasing. Lack of empathy and less forgiving attitudes are one of the main characteristics of entitlement Entitlement, or feeling of deserving more than others, is negatively related to pro-social behavior (Campbell et al., 2004). In H1, we suggest that entitled individuals engage in prosocial behavior more when there is an opportunity to self-enhance vs. when there is no opportunity to self-enhance.

The attitude-behavior gap and intention-behavior gap has not been research extensively. The purpose of this study is to provide a review of moderating or mediating factors on the relationship between intention or attitude and behavior of sustainable tourism. Intention was defined as the degree of a human being’s resolve to perform a certain action. The construct ‘Intention” has been used widely in some theories like the Theory of Planned Behavior. Researchers usually include the intention construct into their research framework to explain the theoretical mechanism. Sustainable or ecological tourism education has been implemented for years and empirical evidence provides us that almost all tourists are alerted to the importance of sustainability. There is a great challenge that tourists’ behavior might not concur with their intention. Policymakers and marketers really want to know the real factors affecting the association between the intention and behavior of sustainable tourism. Tourists’ purchase intention is a rational process and is affected by safety. Tourist behavior is associated with price and service environment which is a mixture of rational and emotional considerations.

This study focuses on resale behavior in online consumer-to-consumer market platforms and examines the factors that promote and hinder the resale behavior of sellers. The evidence from the experiment suggests the negative effect of emotional attachment on resale intention and the moderating effect of resale possibilities.

Although older adults’ adoption rates of smartphones have continued to increase in recent years, health-related apps are not widely accepted by older adults. Therefore, the primary aim of this study was to explore older adults’ adoption behavior of mobile health (mHealth) apps in the U.S. Specifically, this study applied protection motivation theory (PMT; Rogers, 1975) as the theoretical base to explain older adults’ adoption process of health apps to understand the influences of threat and coping appraisals on older adults’ adoption behavior of health apps. In addition, the current study incorporated the technology readiness theory (Parasuraman, 2000) to understand the influences of older adults’ positive and negative technological readiness (TR) on their PMT components. Data were collected from older adults (n = 600; 60% female) aged over 55 in the U.S. using online survey questionnaires. The data analysis was conducted using partial least square structural equation modeling (PLS-SEM). The findings suggest the impact of coping appraisals on older adults’ attitudes toward mHealth apps and their (continuance) intention to use mHealth apps. Especially among PMT’s four appraisal components, response efficacy was the most critical underlying mechanism driving mHealth app-related attitude and behavioral intention. In addition, older adults’ beliefs about using mHealth apps (i.e., TR) significantly influenced their coping appraisal processes, while positive TR was more critical in forecasting their coping appraisals. The results suggest a need to classify older consumers into different segments based on their TR to develop differentiated marketing strategies. The findings also suggest that marketers understand various protective motivation components concerning the use of mHealth apps among older adults.

Plastic pollution is one of the biggest environmental problems in the world. In modern society, the consumption of single-use plastics in the food service industry has increased along with the increase in food-away-from-home. The COVID-19 pandemic has attacked the consumption of single-use plastic in the restaurant industry. During the COVID-19 pandemic, especially the US has retracted the related laws and policies regarding using single-use plastic for fast food and carry-out food, and customers have increased their use of single-use plastic for fast food and carry-out food due to worries about hygiene. Even though sustainability has been a novel topic in hospitality literature, a majority of studies have focused on the consumers’ perception, attitude, or behavioral willingness toward sustainability. To fill this gap in research, finding an effective way to influence consumers’ behavioral change becomes important and necessary.

Sustainability rears its head in the current online marketing and virtual store -research. Sustainability considerations involve pro-environmental-, social- and economic values as well as future generations and continuous innovation (Hanss and Böhm, 2012). Central in the sustainability research is sustainable consumer behavior, which has been found to be subject of intensions varying across different types of consumers, issues, and product categories (O’Rourke and Ringer, 2016). Determining consumers’ general egoistic, altruistic and biospheric values (e.g., De Groot and Steg 2008; Steg et al., 2014) have resulted quite complex and not always so generalizable structural models for sustainable behavior. While value -research has been dominant in determining the sustainability intensions and eventual behavior, there are relatively little solid theories and understating about different psychological processes behind sustainable behavior. Furthermore, the consideration of multiple sustainable consumer behavior outcomes seems to be limited, which can also hamper the development of models and theories (see e.g., Hulland and Houston 2021).

With the popularity of live streaming commerce, the characteristics of streamers and products subtly influence consumer behavior through visual live streaming form. Based on dual-process theory, this paper develops a comprehensive theoretical model to examine how consumer perceived streamer characteristics and product characteristics influence streamer attractiveness and product attractiveness, and explore how consumer behavior inertia is affected by streamer attractiveness and product attractiveness. An online survey consisting of 300 participants was recruited to empirically examine the proposed research model. The results indicated that consumer perceived streamer characteristics and product characteristics are important factors affecting the streamer attractiveness and product attractiveness, which in turn positively affect consumer’s shopping experience memory, which further influence consumer behavior inertia. In addition, the moderating effects of mindfulness are also examined.

With the rise of social media platforms, influencer marketing has become an essential tool for marketers to promote their products and services. Value co-creation behavior of influencers involves collaborating with their followers and brands to create content that provides value to their audience. This approach can help to build stronger relationships with followers and drive engagement and sales for the brands they work with.

From the past to the present, we are living in an age of social comparison. Above all, upward social comparison to those who are superior in terms of their social and economic status makes individuals feel psychologically deficient and threatened. As a result, individuals oftentimes exhibit compensatory consumption to relieve their unfulfilled desires such as stress, disappointment, and self-esteem deficiency by purchasing high-end products or brands (Mandel, Petrova, & Cialdini, 2006; Pettit & Sivanathan, 2011).

This study explores the role of the digital communication in determining customers’ e-service agent use behavior and examines whether perceived communicator authority interacts with communication style toward strengthening or weakening future e-service agent use intention. The results of this study provide pioneering evidence on the effects of digital service communication strategies. This study contributes to digital service research by exploring the communication strategies of e-service agents. Results also provide implications for practitioners on how to achieve most out of deploying digital communications in the digital customer service platform.

The purpose of this research is to better understand what factors influence on households’ waste sorting behavior at source in Mongolia. To accomplish the goal, this study conducted online survey with self-report questionnaire method and the 353 participants’ data were collected through Facebook groups and pages related to house owners’ associations and waste recycling related non-profit organizations. The results show that the underlying factors determining the intention of waste sorting at source are (1) motivational bases such as prior beliefs and social norms; (2) and an ability/knowledge about the waste sorting at source. Furthermore, the intention is crucial predictor of the real behavior of waste sorting at source, but the most important one is an opportunity to do so. The conclusions and the recommendations are provided.

Crowdfunding is an increasingly popular fundraising tool where project creators solicit capital from potential backers in return for monetary rewards or presales of products/services. Potential backers in crowdfunding are looking for potential cues to reduce uncertainty and predict new venture success when making their capital contributions. To increase their funding success, project creators strategically use project descriptions as a marketing tool to attract potential backers and funding.

The rise of social media has brought the existence of “foodie” and “food bloggers” in the culinary business. The word “foodie” refers to those who highly favor and engage with food and spend a substantial amount of time collecting culinary experiences and visiting famous restaurants, while a food blogger is an individual or a foodie who uses a communication platform to share recipes and passion for food through reviews based on his or her experience. Culinary businesses use food bloggers to help promote their products and encourage consumers to try their products, which are believed to be effective as the viewers or the followers tend to take their recommendations.

This research intends to examine whether these types of data – behavioral versus social networking data – affect consumer response to personalized ads. With the advancement in technology, marketers have access to various types of personal data, including their online/offline behaviors and social networking activities, and use those data to retarget consumers. Moreover, this research examines the moderating role of SNS privacy concerns on consumer response to different types of retargeted ads. The findings of this research may offer theoretical and practical implications to understand consumers' responses to retargeted ads that use social networking information.

In this study, considering the expansion/contraction behavior of the upper structure at all times and the abnormal behavior of the receiving friction elements that allow horizontal movement during earthquakes, a port receiving test body simulating the protrusion of the friction elements was created and the modulus performance was evaluated. In order to confirm the influence of the friction element's projection, the friction element's degree of separation was divided into four stages, and the shear behavior of the test specimen and the friction coefficient were confirmed. As a result of the experiment, it was found that the friction load increases as the protrusion degree of the friction element increases. On the other hand, as the degree of protrusion of the coefficient of friction increases, the coefficient of friction also increases. It was confirmed that damage to the friction elements during use increases the coefficient of friction, hinders smooth expansion and contraction of the upper structure, and causes stress concentration at the fixed-end support.

The present study examines the impact of COVID-19 anxiety on employees’ psychological resources and behaviors, drawing on the conservation of resources theory. We also investigate whether flexibility in work contexts has a meaningful effect on employees’ responses to the pandemic. A total of 284 working adults participated in an online survey consisting of self-reporting questionnaires that assessed levels of COVID-19 anxiety, vigor, innovative work behavior, and flexible working arrangements. The results showed that the level of vigor mediated the positive relationship between COVID-19 anxiety and innovative work behavior, and the perceived level of flexible working arrangements moderated this mediation effect positively. The findings highlight the importance of considering employees’ psychological resources and work arrangements in managing the negative impact of COVID-19-related anxiety. This study provides theoretical and practical implications for organizations to better understand the psychological processes that employees undergo during a crisis. Further research on diverse work settings and cultural backgrounds is needed to expand on the present findings.

본 연구는 실봇을 병용한 인지강화 프로그램이 주관적 기억력 저하를 호소하는 노인의 인지기 능, 우울 및 치매예방행위에 미치는 효과를 알아보고자 하였다. 대상자는 경기도 성남시에 거주하는 노인 17명을 대상으로 복지관에서 수행되었다. 실봇과 인지강화를 병용한 총 20회기 프로그램을 개발하여 적용 하였으며 중재 전과 후에 한국 몬트리올 인지평가(K-MoCA), 우울(GDS), 치매예방행위(DPB)를 평가하였 다. 연구결과, 실봇을 병용한 인지강화 프로그램은 노인의 인지기능(t=-4.49, p<.001), 우울(t=2.58, p=.023)에서 통계적으로 유의한 차이가 있었다. 따라서 실봇을 병용한 인지강화 프로그램이 노인의 인지기 능 향상 및 우울 완화에 유용한 프로그램이 될 것으로 기대된다.

본 연구는 저소득층 중년 여성의 골다공증 지식, 골다공증 예방행위의 상관관계 및 골다공증 예방행위에 영향을 미치는 요인을 확인하기 위한 서술적 조사연구이다. 연구대상자는 P시에 소재한 3개 종 합병원에 내원한 저소득층 중년 여성 317명이며, 구조화된 설문지를 이용하여 2021년 2월 1일부터 2022 년 12월 30일까지 자료를 수집하였다. 수집된 자료는 SPSS/WIN 27.0 프로그램을 이용하여 기술 통계, t-test, ANOVA, Pearson’s correlation, Stepwise multiple linear regression으로 분석하였다. 연구 결과, 연구대상자의 골다공증 지식은 11.97±6.89점으로 낮게 나타났고, 골다공증 예방 교육 및 골절 경험에서 차이를 보였다. 골다공증 예방행위는 41.03±7.63점으로 낮았고, 종교, 동반질환, 골다공증 예방 교육 및 골절 경험, 주관적 건강상태에 따라 차이를 보였다. 골다공증 지식과 골다공증 예방행위는 통계적으로 유 의한 양의 상관관계를 보였고(r=.527, p<.001), 골다공증 예방행위에 영향을 미치는 요인은 골절 경험(β =.415, p<.001), 골다공증 예방 교육(β=.359, p<.001), 주관적 건강상태(β=.186, p<.001) 순으로 나타났 다. 따라서 본 연구 결과를 토대로 저소득층 중년 여성의 골다공증 예방행위를 증진시킬 수 있는 프로그램 을 개발하고, 참여를 권장할 수 있는 방안을 마련하는 등의 지속적인 관리가 이루어져야 할 것이다.

Prior studies focusing on safety behavior have not given sufficient consideration to the potential impact exerted by different leadership styles. Of these various styles, my attention is specifically drawn to the influence of ethical leadership on safety behavior. In this paper, I delve into the influence of ethical leadership on safety behavior, shedding light on both the underlying mechanisms(mediators) and a significant contextual factor(moderator). I probe into the successive mediating roles of employees' trust in the organization and their commitment to it, within the context of the relationship between ethical leadership and safety behavior. Further, I posit that authentic leadership positively adjusts the connection between ethical leadership and organizational trust. My findings underscore that ethical leadership enhances employee safety behavior, facilitated by the chain mediation of trust in the organization and organizational commitment. Moreover, I discover that authentic leadership, as a positive moderator, magnifies the favorable impact of ethical leadership on organizational trust. This paper will also articulate the theoretical implications, practical applications, and limitations of the study.