This study explores the impact of technostress on the intention to use telemedicine applications (apps) in the post-COVID19 era, a period marked by the rapid popularization of such apps to mitigate COVID19 infection risks. Utilizing the Technology Acceptance Model (TAM), the study identifies variables and proposes a research model. A questionnaire survey involving 364 adults is analyzed through Partial Least Squares-Structural Equation Modeling. Results indicate positive significance for variables linked to the TAM (perceived usefulness, perceived ease of use, attitude, and intention to use). Notably, techno-complexity negatively affects perceived ease of use, while techno-unreliability negatively impacts perceived usefulness and ease of use. Surprisingly, techno-uncertainty has a positive effect on both perceived usefulness and ease of use. Techno-overload, although negatively impacting perceived usefulness and ease of use, does not reach statistical significance. The study underscores the need to consider both positive and negative aspects, including technostress, when evaluating telemedicine app usage. Additionally, recognizing the varying impact of technostress based on users' ICT(Information and Communication Technology) confidence levels is crucial. Overall, these findings contribute academically to telemedicine app adoption literature and hold industrial significance by providing a user perspective on these apps.

Background: Junior colleges have been establishing plans for the development of start-up education for students and have been providing various educational programs to support students’ start-up businesses. Objectives: The effects of entrepreneurship and entrepreneurial self-efficacy on the start-up intention of college physical therapy students were analyzed. Design: Questionnaire design. Methods: Surveys on entrepreneurship, entrepreneurial self-efficacy, and start-up intention were conducted with 269 college physical therapy students, and the levels of individual measurement variables, correlations, and variables affecting start-up intention were analyzed. Results: College physical therapy students showed differences in start-up intention between genders, and male students tended to have a higher startup intention (P<.001) than female students. The correlations among the major variables were analyzed. According to the results, all sub-factors of start-up intention had significant positive correlations with all sub-factors of entrepreneurship and entrepreneurial self-efficacy (P<.05). In addition, multiple regression analysis was conducted to identify factors affecting start-up intention. Start-up education was shown to have no direct effect on start-up intention. Innovation (β=.238, P=.000), risk sensitivity (β=.228, P=.000), and initiative (β=.220, P=.001), which are sub-factors of entrepreneurship, were shown to have effects on start-up intention. Self-regulated efficacy (β=-.193, P=.039) and task challenge (β=.210, P=.004), which are sub-factors of entrepreneurial self-efficacy, were found to have effects on start-up intention. Conclusions: To boost the start-up intention of college physical therapy students and induce their start-ups, customized start-up education that considers entrepreneurship level and gender is necessary.

This study analyzed the factors affecting the educational effect of safety innovation education for management of public institutions. A survey was conducted on 294 CEOs and executive directors of public institutions (divided into construction sites, workplaces, and research facilities) subject to the safety management rating system to understand the impact of educational participants' characteristics and behavioral intentions after safety innovation education. As a result of statistical analysis, it was found that the executive director had a higher behavioral intention than the CEO, and the education quality, education instructor, and educational environment all had a significant positive (+) effect on the behavioral intention. This study can be used as basic data for further research related to safety innovation education for management of public institutions

The objective of this study was to explore how different types of rewards affect customers’ inclinations to engage in environmental activities promoted through restaurant social media platforms. In addition, we investigated the potential moderating role of customer level of participation within the social media community. A total of 202 valid responses obtained by distributing a self-administered survey among restaurant patrons were subjected to hierarchical regression analysis to examine relationships between variables. The findings underscored the significant influence of economic and social rewards on shaping customer intent to participate in environmental initiatives promoted within restaurant social media communities. Furthermore, the study revealed that the extent of customer participation within the social media community moderated the relationship between rewards and their likelihood to partake in environmentally conscious behaviors. These results have meaningful implications for restaurant managers seeking to promote environmental initiatives effectively through social media platforms and within their establishments.

The research aims to estimate the role of SMAs implementation in impacting event image, commemorative product perceived value, and TBIs in the context of sports tourism events. Additionally, this study analyzes the effects of perceived value and event image on TBIs. This article focuses on the following research questions: (1) What is the SMAs' influence on TBIs? (2) What is the impact of SMAs on event image and commemorative product perceived value? (3) What is the role of event image and product perceived value in the relationships between SMAs and TBIs in the sports tourism context? The data collection was done during the Beijing Winter Olympic Games to address the research goals. The study examines the data from 315 valid questionnaires from tourists in the Chinese market by SEM (structural equation modeling).

To reduce food waste at the retail and personal consumption stages, discounts are offered in retail channels to encourage consumers to buy goods that are less attractive or close to their expiry dates. While discounts can encourage consumers to accept and purchase suboptimal foods, previous studies find that low prices or price discounts will make consumers produce positive or negative perceptions of product values. Consumers may increase their purchase intentions due to price concessions, but will think that price reductions are caused by quality degradation and thus reduce their purchase intentions. Additionally, the literature rarely explores the interaction between original prices of suboptimal products and discount presentation modes. This study thus contends that the interaction between original prices of goods and discount types will lead to significant differences in consumers' attitudes and purchase behavior toward suboptimal products. For research goals, this study employed a full factorial between‐subjects experiment designed with 2 original prices (High and Low) × 2 discount presentation modes (Discount percentage and Discounted price). An anonymous web-based questionnaire posted on the popular PTT forum and in Facebook and Instagram related communities is used to collect the data, and then a total of 328 valid questionnaires were finally collected. The findings indicate that attitudes and purchase intentions toward suboptimal food with a low original price is significantly higher than that of a high original price. Among the interaction effects, the means of attitudes and purchase intentions on the level of the low original price of suboptimal foods presented by discount percentage are higher the other three types. For the high original prices of suboptimal foods, the means of attitudes and purchase intentions on the level of discounted price are higher than for discount percentage. Based on these findings, this study demonstrates that consumer attitudes and purchase decision-making toward suboptimal foods are shaped by original prices and discount presentation modes. In Asia-Pacific countries such as Taiwan, consumers are price-sensitive but once a food item belongs to the category of suboptimal foods, their perceptions of discounts become different. Consumers’ attitudes toward that food and their willingness to buy may be moderated by the high or low original price of suboptimal food with the levels of discount presentation mode. Thus, based on the analysis and results of this study, we offer fresh findings and make both theoretical and managerial contributions to the related field of suboptimal food marketing and price discounts.

The proliferation of service robots has led to a growing concern about the impact of these technological advancements on privacy. Despite the development, quantitative research on the influence mechanism of privacy concerns on service robot adoption intentions is still limited. This research explores the influencing mechanism and boundary conditions of the interaction effect between customer privacy concerns and service type on customers’ service robot adoption intentions.

Genderless fashion is a trend that involves clothing and accessories designed for anyone, regardless of gender identity, and may blur traditional gender boundaries by incorporating elements associated with men's or women's clothing. The trend is driven by changing attitudes towards gender, increasing awareness and acceptance of gender fluidity and non-binary identities, and a desire for more inclusive ways of expressing gender through fashion. Empirical evidence on how genderless or gender-neutral marketing efforts affect consumer response is limited. Our experimental study contributes to this literature by analyzing the role of clothing gender labels and consumer gender on purchase intention of clothing.

Instagram marketing is a popular tool for communication in the tourism industry. However, research into effective execution tactics has been limited to the content, recipient characteristics, and sender types (e.g., celebrities) (i.e., Ferwerda & Tkalcic, 2018; Jin et al., 2019; Singh, 2020). The layouts of Instagram ads themselves have received little scholarly attention. Instagram ads typically convey multiple pieces of information in a single advertisement unit, raising concerns about the significance of the order in which the information is presented. Specifically, we must understand how different orders of presenting information affect a firm’s performance. Therefore, this study investigates the effect of presentation order on consumer behavioral intentions toward tour programs promoted on Instagram.

Following the military advance of Russian forces into Ukraine in February 2022, Russia became the most sanctioned country in the world (Shapiro, 2022) as global leaders attempted to condemn the act and impose several sanctions on the Russian Federation including the ban of Russian oil and gas imports, the closure of airspace to Russian airplanes and the removal of Russian banks from the Swift international payment network (BBC, 2022). Among the noticeable effects of the Russia-Ukraine conflict is the animosity expressed against Russians. In a marketing context, animosity has been studied mostly from the perspective of consumers and is conceptualized as the “anger related to previous or ongoing military, economic or diplomatic events” (Klein et al., 1998:90) which impacts purchasing behaviour. Given that animosity has been found to have enduring effects, it is worth examining the anti-Russian sentiments currently manifesting as these may have impacts in terms of tourism management and marketing.

The challenge of adjusting to new travel trends has led to a quest to find ways to motivate people to travel again and to make the industry more resilient long term. The implementation of phygital marketing as an information source seems promising. This is the first study considering phygital marketing initiatives as an approach to trigger people’s travel intentions. An online questionnaire incorporating a scenario-based 2x2 factorial designed experiment with a longitudinal prospective (2 waves) explored the impact of a technology-based peer-to-peer versus human-machine interaction phygital marketing initiatives as an innovative approach to trigger travel intentions for long-distance and short distance destinations. Study 1 (n=330) shows that the experience of using phygital initiatives not only builds trust but also encourages people to visit destinations, leading to a dynamic experience. Study 2 is currently in the field which means after all most of the pandemic related restrictions have been removed to compare to Study 1’s results. Alongside theoretical contributions, this study presents practical implications on how destinations could implement phygital marketing initiatives.

The outbreak of COVID-19 has brought significant changes to today’s life. Human contact is regarded as a source of risk. Thus, the low-contact services provided by service robots have gained more attention in the hospitality industry. However, a relatively smaller proportion of empirical research exists about service robots on the consumer side. Moreover, technology acceptance theories were mostly used in the adoption of new technology products, but the psychological aspects of consumers were rarely explored. Therefore, the stimulus- organism-response model (SOR model) was applied to explore consumers’ acceptance of adopting service robots and to understand what factors will successfully stimulate consumers’ subsequent value and behavioral responses. Furthermore, we investigated the relationship among stimulus (coolness and affinity), organism (utilitarian value and hedonic value) and response (intention to use and word-of-mouth recommendation). This study used convenience sampling and tested the hypotheses with SPSS and Smart PLS.

해기사는 복합적이고 다양한 역할을 수행하는 전문직으로서 해운조직 내에서 중추적 역할을 담당하고 있다. 육상근무와 달리 해상에서는 고립된 공간에서의 생활, 정해진 항해기간동안 지속적인 교대근무와 고강도의 업무 긴장감 및 스트레스, 사회적 고립감 등의 특성으로 인하여 이직의 가능성이 높아진다. 이에 본 연구에서는 해기사의 조직시민행동이 조직몰입을 매개로 이직의도에 미치는 영향을 대기업, 중소기업, 공기업 3그룹으로 나누어 각 그룹 간 차이를 구조방정식으로 확인하고자 하였다. 3그룹 간 분석 결과, 해기사의 조직몰 입과 조직시민행동의 하위요인들, 그리고 이직의도의 크기를 확인하였을 때, 충성심과 이직의도가 그룹 간에 통계적으로 유의한 차이를 보이고 있었다. 조직시민행동은 이직의도에 직접적으로 영향을 미치지는 않았지만, 간접효과를 확인하였을 때 충성심을 매개로 이직의도에 영향을 미치고 있었고, 관계지향 시민행동은 충성심을 매개로 하여 이직의도에 부(-)적 영향을 미치고 있었다. 공기업을 제외하고, 대 기업과 중소기업에서는 각각 비표준화경로계수가 -0.229±0.117과 -0.319±0.068로 통계적으로 유의하게 영향을 미치고 있었다. 이러한 결과 는 대기업과 중소기업 해운회사의 직원들의 이직의도를 낮추기 위해서는 조직시민행동뿐만 아니라 조직몰입을 높이는 방안을 고려해야 한다는 점을 의미한다.

목적 : 안경원 고객을 대상으로 안경원 이용 시 안경원의 고객응대 태도, 고객만족도, 변화추구성향, 전환의도 를 조사하여 안경원 고객의 전환의도에 영향을 미치는 원인을 파악하고자 하였다. 방법 : 2019년 9월부터 11월까지 온라인 설문조사에 응답한 209명을 대상으로 하였다. 안경원의 고객응대 태 도, 고객만족도, 소비자의 변화추구성향, 전환의도가 포함된 총 20개의 문항으로 설문을 구성하였다. 결과 : 안경원의 고객응대 태도는 평균 3.76점, 고객만족도는 3.18점, 소비자의 변화추구성향은 2.95점, 전환 의도는 2.63점으로 나타났다. 안경원의 고객응대 태도가 좋을수록 고객만족도는 증가하였고, 전환의도는 감소하 였다. 안경원 고객 전환의도는 소비자의 변화추구성향이 높을수록 증가하였고, 고객만족도가 높을수록 감소하였 다. 안경원의 고객응대 태도와 소비자의 변화추구성향, 고객만족도는 전환의도에 영향을 미치는 것을 확인하였다. 결론 : 안경원의 고객응대 태도는 좋았으며, 고객만족도가 높아 안경원 고객의 전환의도가 낮음을 확인하였다. 본 연구의 결과를 통해 안경원 고객의 전환의도를 줄일 수 있는 방안을 연구하는 기초자료로 사용되리라 생각한다.

Service failure of high severity can lead to high recovery satisfaction when recovery efforts are seen very fair. Customers satisfied with recovery efforts and displaying high attachment anxiety will continue to repurchase. Attachment avoidance did not have an impact on the behavioural intentions and neither did the brand authenticity perception.