Search Results (95)

Advances in information technology have enabled virtual museums to transcend traditional physical boundaries and become important tools in education. Despite their growing use, the factors influencing the effectiveness of virtual museums in enhancing students’ learning motivation remain underexplored. This study investigates key factors that promote learning motivation among secondary school students using the National Museum of Nature’s Online Virtual Exhibition as a case study. Grounded in the Stimulus–Organism–Response (S-O-R) theoretical framework, a conceptual model was developed and empirically tested using Structural Equation Modeling (SEM) to examine relationships among stimulus variables, psychological states, and learning motivation. Results reveal that affective involvement, cognitive engagement, and perceived presence significantly enhance learning motivation, while immersion shows no significant effect. Among the stimulus factors, perceived enjoyment strongly promotes affective involvement, perceived interactivity enhances cognitive engagement, and content quality primarily supports cognitive processing. Visual aesthetics contribute notably to immersion, affective involvement, and perceived presence. These findings elucidate the multidimensional mechanisms through which user experience in virtual museums influences learning motivation. The study provides theoretical and practical implications for designing effective and engaging virtual museum educational environments, thereby supporting sustainable digital learning practices. Full article

Amid the rapid growth of social media and live streaming platforms, streamers, who serve as a crucial link between products and users, have garnered significant attention from both academia and industry. This study explores the impact of the streamer’s social capital (S) on user stickiness (R), as well as the mediating roles of perceived value and flow experience (O) in light of the Stimuli-Organism-Response (SOR) framework and social capital theory. A total of 322 valid samples were analyzed through Structural Equation Modeling (SEM) and Fuzzy-set Qualitative Comparative Analysis (fsQCA). The results from the SEM indicate that the structural capital, cognitive capital, and relational capital of streamers in e-commerce live streaming significantly influence users’ perceived value, while structural capital and relational capital substantially impact users’ flow experience. Furthermore, both perceived value and flow experience are found to have a significant effect on user stickiness, with chained mediating effects observed between perceived value and flow experience. The fsQCA results further identify three configurational paths influencing user stickiness: the perceived value-oriented path, the flow experience-oriented path, and a hybrid path. This study offers valuable insights and practical implications for e-commerce merchants and companies involved in live streaming activities. Full article

This study investigates the impact of web-based augmented reality (Web AR) on destination visit intention through the lens of a stimulus–organism–response (SOR) framework, a technology acceptance model (TAM) and flow theory into an integrated theoretical framework. This study aims to address gaps in the literature by providing insights about the relevance of augmented reality to tourism marketing effectiveness. Structural equation modeling was used to test this conceptual framework using AMOS23 on quantitative data collected from questionnaires distributed locally and internationally and applied to 384 participants after going through a Web AR destination experience. The findings confirmed that Web AR stimuli (i.e., interactivity and vividness) positively impact tourists’ destination visit intention through the tourist organism in terms of perceived ease of use, perceived usefulness, perceived certainty, perceived enjoyment and perceived immersion. Therefore, the promotion of destinations through augmented reality technology contributes to the development of sustainable tourism. The findings of this study will shed light on an alternative idea for destination marketing to inspire destination management organizations (DMOs) wishing to develop a competitive edge and win within the tourism industry. The results thus contribute to the Web AR and the tourism marketing literature by providing theoretical guidance through a framework for the AR tourism experience, as well as a reference for DMOs. Full article

With the rapid development of intelligent transportation systems, voice assistants are increasingly integrated into driving environments, providing an effective means to mitigate the risks of fatigued driving. This study explored drivers’ interaction preferences with voice assistants under different fatigue states and proposed a fatigue-state-based dialogue-awakening mechanism. Using Grounded Theory and the Stimulus–Organism–Response (SOR) framework, in-depth interviews were conducted with 25 drivers from diverse occupational backgrounds. To validate the qualitative findings, a driving simulation experiment was carried out to examine the effects of different voice interaction styles on driver fatigue arousal across various fatigue levels. Results indicated that heavily fatigued drivers preferred highly stimulating and interactive voice communication; mildly fatigued drivers tended toward gentle and socially supportive dialogue; while drivers in a non-fatigued state preferred minimal voice interference, activating voice assistance only when necessary. Significant occupational differences were also observed: long-haul truck drivers emphasized practicality and safety in voice assistants, taxi drivers favored voice interactions combining navigation and social content, and private car owners preferred personalized and emotional support. This study enriches the theoretical understanding of fatigue-sensitive voice interactions and provides practical guidance for the adaptive design of intelligent voice assistants, promoting their application in driving safety. Full article

Work–family conflict (WFC) is a common issue faced by employees balancing work and family roles, but research exploring individual strategies to reduce its negative effects has been limited. Leaders’ positive humor is a mutually (leader–subordinates) amusing communication tool in the workplace. It has been shown to enhance peer relationships (coworker socializing (CWS)) and may serve as an effective coping mechanism that mitigates the adverse effects of workplace stress (work–family conflict). This study strives to examine the relationship between leaders’ positive humor (LPH) and work–family conflict (WFC), with coworker socializing (CWS) mediating this relationship and sensitivity to favorable interpersonal treatment (SFIT) moderating the relationship between leaders’ positive humor and coworker socializing in the tourism and hospitality industry. The research addresses a significant gap in previous studies by investigating these variables together. A total of 387 valid questionnaires were collected from employees of five-star hotels and tourism organizations in Egypt. This study employed PLS-SEM to analyze the data. The results showed that leaders’ positive humor negatively impacts work–family conflict, positively influences coworker socializing and that coworker socializing negatively affects work–family conflict. Additionally, coworker socializing mediated the association between leaders’ positive humor and work–family conflict, and sensitivity to favorable interpersonal treatment moderated the relationship between leaders’ positive humor and coworker socializing. This study provides theoretical and practical insights by validating the proposed model based on the Stimulus–Organism–Response (S-O-R) framework and the Conservation of Resources (COR) theory. Regarding practical implications, the study recommends leadership training on the effective use of humor to foster follower socialization and promote work–family balance. Full article

Role-playing games (RPGs) set in ancient architecture have emerged as a digital tool for enhancing engagement with ancient architectural cultural heritage. This study examines how RPG elements (immersion, narrative, cognitive engagement) influence sustainable tourism outcomes at ancient architectural heritage sites and develops a stimulus–organism–response (SOR)-based framework model to explore their affective and behavioral effects. The results demonstrate that immersion, narrative, and cognitive engagement in RPGs significantly enhance tourists’ affective engagement. Affective engagement, in turn, enhances tourists’ willingness to travel to and support for heritage conservation sites. Mediation analyses indicated that affective engagement partially mediated the effects of immersion and narrative on the willingness to travel and fully mediated the effects of cognitive engagement. Affective engagement positively predicted support for heritage preservation, whereas willingness to travel alone did not exhibit this relationship. Emotional engagement is therefore a critical mechanism by which digital role-playing game experiences drive sustainable tourism behaviors, resulting in outcomes that go beyond individual behaviors to include broader sustainability impacts. By fostering immersive, narrative-rich, and engaging cognitive experiences, RPGs set in ancient architecture can stimulate willingness to visit heritage sites and encourage conservation awareness, providing valuable insights into sustainable tourism and the management of ancient architectural heritage. Full article

With the rapid development of China’s electric vehicle industry, the influence mechanism of government policies on consumers’ purchase intentions has become a research focus. This study integrates the technology acceptance model (TAM) and SOR theory to propose four key driving factors: policy incentive, perceived usefulness, perceived ease of use, and test drive experience. Through stratified random sampling of 400 valid questionnaires in Shanghai, Beijing, Shenzhen, and Guangzhou, four cities with a high penetration rate of electric vehicles, the structural equation model (SEM) was used for empirical analysis. The results show that policy incentives have a significant impact on purchase intentions and play a mediating role through perceived usefulness and perceived ease of use; driving experience moderates the effects of perceived usefulness and perceived ease of use on purchase intentions. Based on the research results, this paper proposes a three-stage policy optimization path: strengthening the accuracy of fiscal and tax incentives in the short term, improving the visual construction of the charging network in the medium term, and establishing a network of test drive experience centers in the long term. The research conclusions provide a theoretical basis for the government to formulate differentiated electric vehicle promotion strategies and propose a “policy-technology-service” three-dimensional implementation plan for enterprises to optimize product design and improve user experience, so as to help the sustainable development of China’s electric vehicle market. Full article

As a crucial component of cultural heritage, industrial heritage possesses considerable cultural, historical, and economic significance. The key challenge for industrial heritage sites is to foster eco-conscious actions among visitors while boosting tourism spending. Based on the S-O-R theory, we constructed a relationship model between authenticity, place attachment and environmental responsibility behavior through structural equation modeling and tested it with the survey data of tourists in Maoming open-pit mine ecological park. Findings reveal that both the object-related authenticity and the existential authenticity of the experience enhance the sense of reliance and belonging to the place, with the former also directly promoting visitors’ eco-conscious actions. In contrast, experiential authenticity does not exert a direct effect on eco-conscious actions. The sense of place reliance and identity are found to be significantly and positively linked to eco-conscious behavior. Furthermore, place reliance and identity act as intermediaries in the relationship between object authenticity, experiential authenticity, and eco-conscious behavior, serving as a sequential mediating factor. The study suggests strategies such as augmenting financial support to preserve the authenticity of the site, prioritizing the enhancement of infrastructure and the creation of cultural offerings to elicit emotional responses, and reinforcing emotional bonds to encourage eco-conscious actions. Full article

In today’s complex business environments, integrating strategic corporate social responsibility (SCSR) is essential for aligning business objectives with societal interests and strengthening organizational resilience. Using Tesla as a case study, we applied stakeholder theory, grounded theory, and the Stimulus-Organism-Response (S-O-R) model to construct a theoretical framework on the impact of SCSR on organizational resilience and to examine the mechanisms underpinning this process. Through the implementation of SCSR, enterprises deeply engage with primary and public stakeholders, establish resilient relationships, and enhance organizational resilience through seven dimensions: development governance, strategic management, relationship, financial, product, cultural, and social. The theoretical framework developed in this study provides a reference for subsequent research on SCSR and organizational resilience, and offers management insights for enterprises to integrate SCSR, enhance organizational resilience, and improve long-term competitiveness. Full article

The development of contemporary commercial districts has profoundly influenced the high-quality growth of urban space, social vitality, and public well-being. Based on the SOR (stimulus–organism–response) theoretical model, this study integrates methods including space syntax analysis, POI diversity measurement, streetscape semantic segmentation, and kernel density estimation. It treats spatial morphology variables of commercial districts as stimulus factors, individual behavioral and perceptual responses as the organism, and commercial vitality as the final response, thereby constructing a mechanism model for understanding vitality in urban commercial areas. Using three representative commercial districts in China as case studies, this research conducts a multi-source data integration analysis. The findings reveal that cultural and historical significance, spatial openness, and the density of functional formats exert significant positive impacts on people’s behavior, perception, and sense of comfort. Other variable factors also contribute to varying degrees. The results provide both theoretical insights and practical guidance for the renewal and design optimization of commercial districts. Future studies are encouraged to expand the spatial and temporal scope of analysis and incorporate dynamic behavioral data to more comprehensively uncover the mechanisms driving the evolution of commercial district vitality. Full article

This study aims to explore how key opinion leader (KOL) characteristics influence users’ purchase intentions in live shopping. Using a mixed-methods approach, the study combines real-time pop-up text mining and questionnaires, analyzed via Latent Dirichlet Allocation (LDA) topic modeling and a research framework integrating the stimulus–organism–response (SOR) model with pleasure–arousal–dominance (PAD) theory. Results indicate that KOL characteristics—namely professionalism, popularity, attractiveness, and entertainment—enhance users’ pleasure, arousal, and trust. These emotions boost impulse buying intentions but not planned ones. Planned purchase intention acts as a partial mediator, whereas impulse purchase intention serves as a full mediator. This research uncovers the intricate mechanism linking KOL traits to user emotions and purchase intentions. By integrating PAD theory and the SOR model, it examines emotional mediators, addresses prior theoretical gaps, offers vital insights for refining live-streaming marketing strategies, and holds substantial theoretical and practical significance for the sustainable growth of live-streaming e-commerce. Full article

This study aims to explore the factors influencing word-of-mouth (WOM) intentions among cultural tourists in Thailand’s southern border provinces. This study develops a comprehensive framework predicting WOM intentions by combining the Stimulus–Organism–Response (S-O-R) model, the theory of planned behavior (TPB), and the cognitive–affective–conative (CAC) model, given the critical role of WOM in tourism marketing. Data were collected from 386 cultural tourists through purposive sampling using a self-administered questionnaire. The study employs structural equation modeling (PLS-SEM) to investigate relationships between trust, attitude, satisfaction, and WOM intentions. The findings reveal that trust, satisfaction, and attitude significantly impact WOM intentions. Social influence strongly predicts trust, while the perceived quality of behavior influences attitude. Satisfaction is driven by perceived value, the quality of the experience, the quality of the physical environment, and tourist engagement. This study contributes to cultural tourism literature by integrating different behavioral theories to provide a robust WOM model. This study’s theoretical contributions and practical implications for scholars, policymakers, tourism marketers, and cultural site operators will be further discussed. Full article

The service industry in China faces significant challenges in achieving environmental sustainability, with sustainable marketing emerging as a critical solution. This study aims to develop a comprehensive model combining the Stimulus–Organism–Response (SOR) theory and the Technology Acceptance Model (TAM) theory to analyze the mediating roles of big data applications and marketing innovation in fostering sustainable marketing practices. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) on a sample of 319 service industry professionals in China, this study examines key factors such as environmental responsibility, consumer engagement, and organizational capabilities. The findings reveal that environmental responsibility and consumer engagement have a significant positive impact on sustainable marketing practices, with big data applications and marketing innovation serving as crucial mediators. This research provides valuable insights for service managers in China to align technological advancements and innovative approaches with sustainability objectives. Future research is encouraged to explore other industry-specific factors and extend the findings to different regions. Full article

As social media platforms become integral to information dissemination, they play a crucial role in shaping tourist decision-making and travel behavior. However, while previous studies have examined the general influence of social media on tourism, limited research has explored the interplay between source attributes, content quality, destination image, and trust in fostering impulsive travel intentions, a key yet underexplored aspect of tourist behavior. To address this gap, this study integrates the Stimulus–Organism–Response (SOR) theory and the Information Adoption Model (IAM) to analyze how source credibility, source homophily, and content quality on social media influence impulsive travel intentions through destination image and trust. Using structural equation modeling (SEM) on survey data from 419 Chinese respondents, the results reveal that source credibility and homophily significantly enhance content quality, while both credibility and content quality positively shape destination image. Moreover, destination image and trust serve as crucial mediators, strengthening the relationship between social media attributes and impulsive travel behavior. This study advances the discourse on sustainable tourism development by shedding light on the role of digital engagement in shaping tourists’ spontaneous travel decisions, a dimension often overlooked in discussions on long-term economic sustainability. Furthermore, by examining the nuanced mechanisms of social media influence, this research provides practical implications for tourism marketers and policymakers aiming to leverage digital platforms for sustainable destination marketing. Full article

As social robots become increasingly integrated into everyday life, understanding the factors that influence users’ long-term continuance intention is essential. This study investigates how various features of MOCCA, a social robot equipped with episodic memory, affect users’ continuance usage intention through perceived trust and parasocial interaction, within the framework of the Stimulus–Organism–Response (SOR) theory. A structural model incorporating key perceived features (intimacy, morality, dependency, and information privacy risk) was tested with survey data from 285 MOCCA users and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that intimacy and morality positively influence both trust and parasocial interaction, while information privacy risk exerts a negative effect. Dependency significantly reduces parasocial interaction but does not significantly impact trust. These findings highlight the importance of balancing human-like qualities, ethical responsibility, perceived autonomy, and privacy protection in social robot design to foster trust, enhance user engagement, and support long-term adoption. This study provides theoretical, managerial, and practical insights into the field of human–robot interaction (HRI) and contributes to the broader acceptance of social robots in everyday life. Full article