Search Results (123)

Digital retail is undergoing a paradigm shift driven by the deep integration of artificial intelligence (AI) and augmented reality (AR). Although prior studies have examined the independent effects of AI-based personalized recommendation (cognitive path) and AR-enabled immersion (experiential path), how their integration systematically shapes user behavior through internal psychological mechanisms remains an important unresolved theoretical gap. To address this gap, this study develops an integrated model grounded in the stimulus–organism–response (S-O-R) framework and trust transfer theory. Specifically, the model examines how personalized recommendation, as a dynamic external stimulus, influences users’ cognitive state (perceived usefulness) and experiential state (immersion); how the overall trust of users in the integrated platform can be used as a key boundary condition to adjust the transformation efficiency from the above stimulus to the internal state; and how the above cognitive and experiential states can ultimately drive the continued usage intention through the mediation of positive emotional response. Based on survey data from 400 Chinese consumers with AR shopping experience on Taobao, analyzed using structural equation modeling (SEM), the results indicate that (1) personalized recommendation positively affects both immersion and perceived usefulness; (2) platform trust significantly and positively moderates the effects of personalized recommendation on both immersion and perceived usefulness; (3) both cognitive and experiential states stimulate positive emotions, which in turn enhance continued usage intention, with perceived usefulness exerting a stronger effect; (4) a key theoretical finding is that there is a significant positive correlation between perceived usefulness and immersion, revealing the coupling of psychological paths in an integrated environment; however, immersion does not moderate the effect of personalized recommendation on emotional responses, suggesting that the current integration mode emphasizes the formation of a stable psychological structure rather than real-time interaction. This study makes three contributions to the existing literature. First, it extends the application of S–O–R theory in a complex technological environment by analyzing the “organism” as a parallel and related cognitive-experience dual path and confirming its coupling relationship. Second, it elucidates the enabling role of trust as a moderating mechanism rather than a direct antecedent, thereby enriching micro-level evidence for trust transfer theory in the context of technology integration. Finally, by contrasting path coupling with process regulation, this study provides a more detailed distinction for understanding the theoretical connotations and boundaries of AI–AR technology integration, which may mainly be a kind of structural integration. Full article

With the development of information technology, live shopping has emerged as a new approach to product marketing and has attracted considerable attention. However, in the context of an aging population, little is known about the factors influencing the intention of the elderly to engage in live shopping. The aim of this study is to determine the psychological and cognitive mechanisms that influence the willingness of elderly people to engage in live shopping. This study integrated the Flow Theory and the Information System Success Model to construct a live shopping acceptance model for the elderly based on the Stimulus–Organism–Response model. It was used for in-depth insight into the live shopping behaviors of elderly users. The structural equation model was used in the study to analyze 337 valid questionnaires. The results showed that interactivity, authenticity, attractiveness, and entertainment could improve the flow in livestreaming shopping among elderly users. Entertainment and attractiveness had a positive influence on perceived pleasure, and flow in live shopping, and perceived pleasure had a direct and significant influence on the elderly’s intention to make a live purchase. The factors of information quality and ease of use have no direct impact on perceived pleasure. This study enriched the user behavior theory of live shopping and provided inspiration for the aging-friendly and sustainable development of live shopping services of shopping platforms, live streamers, and service providers. Full article

China’s fashion industry faces various sustainable challenges. Although the ecological and economic benefits of products are gradually increasing, a gap persists between consumers’ attitudes and behavior. In this study, traditional cultural symbols and craftsmanship are incorporated into the SOR model to explore Chinese consumers’ purchase intention. 358 valid samples were collected through a questionnaire survey. The results show that traditional cultural symbols have a significantly positive effect on perceived environmental benefits, emotional attitude, and purchase intention. Perceived environmental benefits and emotional attitude partially mediate the relationship between traditional cultural symbols and purchase intention. Traditional craftsmanship does not significantly influence emotional attitude and purchase intention. Perceived environmental benefits fully mediate the relationship between traditional craftsmanship and purchase intention. Chinese consumers tend to accept explicit traditional cultural symbols. This study extends the theoretical research on consumers’ behavior on sustainable fashion. Research on the traditional cultural elements enriches the theoretical basis for sustainable fashion development. The research findings also offered direct guidance for enterprises to improve marketing strategies and product design in the Chinese market. Full article

We investigate how generative AI tools function in smart learning by estimating a structural path model that combines the Stimulus–Organism–Response (SOR) framework with Self-Determination Theory (SDT). Using survey data from N = 540 university students and covariance-based SEM, we examine whether perceptions of these tools—usefulness (PU), ease of use (PEU), creative benefit (PCB), and personalization (PP)—align with SDT’s motivational states of perceived autonomy (PA) and perceived competence (PC) and, in turn, relate to creative confidence (CC) and creative engagement (CE). All four perceptions show positive links to PA and PC, with PP exhibiting the largest association with PA. PA precedes PC, indicating a sequential motivational route. At the behavioral level, PC relates more strongly to CC, whereas PA shows a comparatively larger association with CE. In aggregate, the results support integrating SOR with SDT to explain students’ psychological responses to generative AI tools and inform course designs that cultivate autonomy and competence to sustain creative confidence and engagement in smart-learning contexts. Full article

Nighttime tourism has become a key driver of urban nighttime economic development. The nighttime tourism experiencescape (NTE)—comprising elements such as atmospheric lighting landscapes, culturally distinctive night markets, and diverse entertainment formats—creates an environment markedly distinct from daytime settings. This NTE significantly influences tourist experiences and contributes critically to the sustainable development of urban destinations. Grounded in the Stimulus–Organism–Response framework, this study investigates how the NTE shapes tourist loyalty. Empirical results indicate that the effect of the NTE on tourist loyalty is primarily mediated by place attachment, with place dependence demonstrating a stronger mediating effect than place identity. In the direct pathway, only the socio-symbolic dimension of the NTE exerts a significant positive impact on tourist loyalty. The study offers both theoretical and practical contributions: it reveals the mechanisms that influence tourist loyalty in nocturnal contexts and offers actionable insights into the sustainable management of nighttime tourism in urban destinations. Full article

Servicescape, the physical and social environment of a service setting, is a critical strategic tool for creating competitive advantage. While its influence on customer loyalty and electronic word-of-mouth (e-WOM) is established, the underlying psychological mechanisms remain inadequately specified. This study addresses this gap by proposing and testing a dual-mediation model grounded in an integrated Stimulus–Organism–Response (S-O-R) framework, with cognitive evaluations informed by Expectancy-Disconfirmation Theory (EDT), distinguishing between affective (service experience) and cognitive (customer satisfaction) pathways. Data were collected from 420 patrons of nature-themed cafés in Nakhon Ratchasima, Thailand, and analyzed using structural equation modeling (SEM-PLS). The results confirm that servicescape significantly enhances both service experience (β = 0.805, p < 0.001) and customer satisfaction (β = 0.816, p < 0.001). However, its effects on customer loyalty and e-WOM are fully mediated through these parallel pathways. Customer satisfaction demonstrated a stronger influence on loyalty than service experience, while both were significant drivers of e-WOM. The findings suggest theoretical contributions by delineating the distinct affective and cognitive processes through which the service environment translates into digital advocacy and loyalty. For managers, this study suggests a strategic framework for allocating resources to foster both shareable experiences and satisfaction-driven loyalty. Full article

This study aims to identify the variables that influence revisit intention and the theories most frequently employed in related research. This research adopts a systematic literature review (SLR) following the PRISMA 2020 guidelines, encompassing the identification, screening, and synthesis of articles from the Scopus, ScienceDirect, and Emerald databases. The results indicate that customer satisfaction, destination image, experience, and service quality emerge as the most dominant variables. At the same time, constructs such as electronic word-of-mouth (e-WOM), place identity, and accessibility receive comparatively little scholarly attention. Moreover, the Theory of Planned Behavior constitutes the most commonly applied theoretical framework, followed by the stimulus-organism-response (SOR) model, the Theory of Reasoned Action (TRA), and Cognitive Appraisal Theory. These findings reveal research gaps that provide a foundation for future conceptual model development. The study offers both theoretical and practical contributions toward strengthening strategies for fostering tourist loyalty. Full article

Background: Despite evidence of potential benefits, variability in exercise types, psychological outcomes, and methods hinders comprehensive cost-effectiveness evaluation, framed through Stimulus–Organism–Response (S–O–R) theory. In this context, Workplace Physical Activity-Based Programs (WPABPs) serve as environmental stimulation that influences employees’ emotional states, which in turn shape mental health outcomes and behavioral responses. Research Purpose: This systematic review examines WPABPs through the social dimension of the Environmental, Social, Governance (ESG-S) framework, with a focus on their impact on employees’ mental health. Methods: Following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) 2020 guidelines, eligibility was assessed via the PICO (Population, Intervention, Comparison, Outcome) framework. The ScienceDirect, Scopus, Google Scholar, and PubMed databases were searched using Medical Subject Headings (MeSH) aligned keywords and Boolean operators. Results: Of the 961 articles identified, 15 studies (2021–2025) met the inclusion criteria. WPABPs were found to improve employee mental health, reduce stress, and enhance well-being. Individualized interventions supported targeted psychological benefits, while group formats promoted social cohesion and engagement. Variations in type, duration, and delivery, as well as accessibility barriers for underrepresented employees, were noted. WPABPs enhance employee well-being and organizational outcomes, contributing to the Sustainable Development Goals (SDGs), specifically SDG 3 (Good Health and Well-being) and SDG 8 (Decent Work and Economic Growth). Conclusions: Hybrid models combining individual and group approaches with managerial and digital support are recommended. Integrating WPABPs within ESG-S and Corporate Social Responsibility (CSR) frameworks can institutionalize sustainable workplace health promotion, while future research should focus on standardized, inclusive, and long-term evaluations. Full article

Consumer digital hoarding is becoming increasingly common in agricultural live social e-commerce, where the abundance of product information, seasonal promotions, and origin-based narratives make consumers more inclined to accumulate digital content such as product links, coupons, and live-stream screenshots. This phenomenon not only affects consumers’ digital mental health, consumption behavior, and decision-making ability, but also poses challenges to agricultural merchants and platforms in terms of customer conversion, precision marketing, and supply chain management. Drawing on the SOR model and integrating construal level theory, this paper constructs a research framework to analyze the key factors influencing consumers’ willingness to digitally hoard in the context of agricultural live social e-commerce. Based on a questionnaire survey of 322 consumers, and using the Ordered Probit (O-Probit) model, the empirical results show that emotional interaction significantly influences digital hoarding intention through the chain mediating effects of emotional attachment and fear of missing out (FOMO). Furthermore, social distance and immersion serve as boundary conditions in this mechanism. Our findings not only deepen the understanding of consumer digital hoarding behavior in agricultural live e-commerce, but also provide new insights for agricultural merchants and platforms to better design interaction strategies, balance consumers’ digital accumulation with actual purchasing conversion, and enhance the efficiency of agricultural product marketing. Full article

Against the backdrop of efforts to improve the quality of urban spatial stock, assessments of spatial benefits driven by consumption preferences integrate subjective decision-making and objective environmental factors to provide quantitative evidence for urban planning and public investment. This study constructed a “environment-perception–behavior” analytical framework grounded in SOR (stimulus–organism–response) theory. We combined structural equation modeling with the hedonic pricing method to identify causal pathways and quantify the marginal value of spatial elements. XGBoost was employed to uncover consumption-preference thresholds, Coupling Coordination Degree (CCD) was used to identify spatial supply–demand relationships, and Social Return on Investment (SROI) was applied to evaluate multidimensional urban spatial benefits. The results showed that transportation accessibility, commercial diversity, green-space quality, and cultural ambiance significantly shaped distinct consumption preferences. Central urban areas approached supply saturation in commercial and daily consumption and exhibited diminishing marginal returns, whereas peripheral zones demonstrated greater potential for sports and cultural consumption. Based on these findings, we reveal the underlying logic of spatial benefit distribution and classify the study area into High-efficiency matching zones, transition matching zones, and potential zones. We further propose targeted optimization recommendations that can inform policy on urban spatial functional positioning and social investment and provide evaluation criteria for prioritizing interventions. Full article

Against the intensifying global climate change, rural tourism destinations in plateau areas are confronted with the dilemma of balancing economic development with ecological conservation. Pro-environmental behavior (PEB)has become pivotal to achieving regional environmental and tourism sustainability. This study proposes a conceptual model using a sample of 230 rural residents grounded in the Stimulus–Organism–Response (S-O-R) theory. A mediation model incorporating place attachment (PA) is constructed to examine the effects of climate change perception (CCP) and perceived value of tourism (PV) on pro-environmental behavior. Results from structural equation modeling (SEM) reveal the following: (1) Climate change perception directly and positively influences pro-environmental behavior. (2) Place attachment not only directly promotes pro-environmental behavior but also mediates the relationship between perceived value of tourism and pro-environmental behavior. (3) Perceived value of tourism exerts a direct positive effect on pro-environmental behavior in life, whereas its influence on pro-environmental behavior in agricultural production is indirect, mediated through place attachment. These findings suggest that strengthening residents’ emotional and functional connections to the local environment can effectively encourage pro-environmental actions in tourism areas, providing a theoretical basis for formulating environmental policies in high-altitude tourism destinations. Full article

In this study, we employed a Protection Motivation Theory (PMT) framework and Stimulus–Organism–Response (SOR) model to explore respondents’ emotional and behavioral responses to threats posed by climate change in high mountain areas. Data were collected from 391 valid questionnaires and analyzed using partial least squares structural equation modeling (PLS-SEM) to rigorously test the proposed hypotheses. The results indicate that threat appraisal and coping appraisal are significantly associated with stronger tourist intentions toward climate change mitigation, as they foster positive emotional responses. Specifically, the pathway involves awe as a self-transcendent emotion, which appears to play a crucial role in predicting climate change mitigation behavioral intentions. Climate change knowledge is found to negatively moderate the relationship between threat appraisal and awe. These findings provide new insights by revealing the psychological mechanisms underlying mountain tourists’ behaviors against climate change. Practically, they highlight the need to use diverse audiovisual elements to evoke awe among viewers and communication messages that focus on the severity of the threats posed by climate change in highly mountainous areas. Full article

Within the domain of live-streaming e-commerce, the application of artificial intelligence (AI) technologies presents novel growth opportunities. Live-streaming sales by AI streamers have attracted widespread attention as a new form. To promote the application of AI streamers in live-streaming e-commerce, this paper mainly addresses the following question: How do AI streamers in live-streaming e-commerce influence consumer trust and purchase intention? Based on this, guided by the stimulus–organism–response (SOR) theory, we construct a research model to study the impact of AI streamers’ characteristics and scenario fit on purchase intention through trust mediation. Subsequently, 410 valid samples of consumers who watch AI streamers promoting products are collected through an online questionnaire. Structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) are integrated to investigate both the influence mechanisms and configurational pathways affecting purchase intention. This study reveals that AI streamers’ image characteristics (cuteness, vitality) and scenario fit are positively associated with purchase intention. However, AI streamers’ ability characteristics (professionalism, responsiveness) are not positively associated with purchase intention. In addition, consumer trust partially mediates the relationship between these key factors and purchase intention. Further, consumer innovativeness significantly negatively moderates the effect of AI streamers’ characteristics and scenario fit on consumer trust. Moreover, the influence mechanisms diverge substantially between incremental and breakthrough products. Full article

This study investigates how perceived value influences user satisfaction and usage intention toward AI Digital Human Advisors in digital finance, drawing on the Stimulus–Organism–Response (S–O–R) framework. Perceived value is conceptualized as comprising functional, cognitive, and emotional dimensions, reflecting users’ utilitarian, intellectual, and affective evaluations of AI advisors. To empirically test the proposed model, a structured questionnaire survey was conducted with 524 adult users of digital financial applications in mainland China, and the data were analyzed using structural equation modeling (SEM). The results reveal that cognitive and emotional value significantly enhance both satisfaction and usage intention, whereas functional value shows no significant effect. Satisfaction fully mediates the effect of cognitive value and partially mediates that of emotional value. Moreover, switching barriers negatively moderate the satisfaction–intention link, indicating that high friction weakens the behavioral impact of satisfaction. The findings extend perceived value theory to AI-mediated financial contexts by demonstrating that emotional and cognitive engagement—rather than functional efficiency—drives sustained behavioral intention. Practically, the study highlights the importance of designing emotionally intelligent and cognitively transparent AI advisors. As the data were collected from urban users in China, where digital finance is relatively advanced, future research should validate these findings in other cultural and institutional contexts. Full article

The article addresses key challenges and opportunities within the high jewelry industry. It explores how brands can target sustainability and diversification demands by consumers from the supply side. It details sustainability-oriented market trends and resulting challenges and opportunities for high jewelry brands, in particular regarding artificial lab-grown diamonds, without being solely focused on this option alone. The study implements a qualitative research methodology, using semi-structured interviews with eight professionals active in different parts of the high jewelry industry, thus covering a large share of all high jewelry companies. The interviews provide an in-depth understanding of the obstacles and opportunities faced by both traditional and new high jewelry brands. The findings of this study reveal the changing trends in the high jewelry industry. Sustainability has emerged as a key driver in consumer decision-making, with ethical concerns now taking a central role in brand strategy and supply chain practices. Diversification has emerged as a strategy to meet this demand without losing the brand’s luxury essence and to build brand power without compromising exclusivity and creativity. The study concludes by proposing an SOR-type framework for the interplay of sustainability and diversification deduced from the interviews. Full article