Search Results (76)

This study examines how the design and interaction features of AI-powered fintech chatbots shape the customer experience of Generation Z users by integrating the Stimulus-Organism-Response framework with dual-process perspectives. Two cross-sectional surveys were conducted in Türkiye. Study 1 (n = 166) examines the effect of social presence, interactivity, visual appeal, design originality, and usability on perceived competence and perceived warmth, which, in turn, shape the customer experience. Social presence and design originality significantly increased perceived competence (β = 0.47, p < 0.001), while visual appeal enhanced perceived warmth (β = 0.32, p < 0.001). Together, competence and warmth explained a substantial proportion of customer experience (R² ≈ 0.60). Usability and interactivity showed no significant effects. Study 2 (n = 195) replicated these findings with trained users and introduced task complexity as a moderator. Under high task complexity, usability and interactivity became significant predictors of competence, which emerged as the primary driver of customer experience, whereas the influence of warmth diminished. Non-normal data distributions justified the use of Partial Least Squares Structural Equation Modeling. Overall, the findings suggest a shift from heuristic to systematic processing as fintech tasks become more complex, highlighting the growing importance of competence-based evaluations in fintech chatbot interactions. Full article

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

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

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

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

Against the backdrop of the rapid proliferation of electric vehicles (EVs), gender-oriented behavioral mechanisms remain underexplored, particularly the unique pathways of female users in usage experience, value assessment, and purchase decision-making. This study constructs an integrated framework based on the Stimulus–Organism–Response (SOR) model, leveraging social media big data to analyze in depth how gender differences influence EV users’ purchase intentions. By integrating natural language processing techniques, grounded theory coding, and structural equation modeling (SEM), this study models and analyzes 272,083 pieces of user-generated content (UGC) from Chinese social media platforms, identifying key functional and emotional factors shaping female users’ perceptions and attitudes. The results reveal that esthetic value, safety, and intelligent features more strongly drive emotional responses among female users’ decisions through functional cognition, with gender significantly moderating the pathways from perceived attributes to emotional resonance and cognitive evaluation. This study further confirms the dual mediating roles of functional cognition and emotional experience and identifies a masking (suppression) effect for the ‘intelligent perception’ variable. Methodologically, it develops a novel hybrid paradigm that integrates data-driven semantic mining with psychological behavioral modeling, enhancing the ecological validity of consumer behavior research. Practically, the findings provide empirical support for gender-sensitive EV product design, personalized marketing strategies, and community-based service innovations, while also discussing research limitations and proposing future directions for cross-cultural validation and multimodal analysis. Full article

Within the context of urban sustainability, the renewal and activation of communities have received growing attention. Public art, as a common approach to community revitalization, has long been regarded as an effective means of addressing urban and community issues. Basic human senses serve as a bridge between residents and community spaces, offering an effective entry point for creating human-oriented spaces. This study addresses the challenge of insufficient spatial vitality in community spaces by examining how sensory interventions can enhance residents’ participation in public art and thereby contribute to the revitalization of communities. To guide this inquiry, a theoretical framework was constructed based on sensory marketing theory and the Stimulus–Organism–Response (SOR) model, focusing on three core dimensions: sensory stimuli, perceptual responses, and behavioral intention. The study further investigated the relationship between public art and residents’ willingness to participate through five types of sensory stimuli, using a measurement scale and Structural Equation Modeling (SEM), with eight public art installations in Shanghai serving as case references. It also assessed the relative strength of each effect. Participant interviews and non-participatory observations were subsequently conducted for validation and supplementary analysis. The results show that residents’ participation willingness in community public art is directly influenced by perceptual responses (emotional fluctuations, cognitive memory, and physiological responses), and indirectly influenced by different sensory stimuli. Cognitive memory, shaped mainly by olfactory and visual stimuli, emerged as the most important factor in encouraging participation. Participation willingness also varies across generations, and different sensory stimuli are associated with distinct participation patterns. Based on empirical data from Shanghai’s community activation practices, the study proposes implementation strategies guided by the Theory of Planned Behavior (TPB) to enhance spatial vitality, promote community activation, and support sustainable development. Full article

Improving students’ course satisfaction is conducive to the development of sustainable education. Based on the stimulus–organism–response (SOR) theory and the perceived value theory, this paper constructs an analytical framework of “teacher teaching–students’ psychological transformation–students’ course satisfaction”; puts forward hypotheses; builds models; collects 270 valid questionnaires from current students in universities majoring in economics and management in mainland China; and uses correlation analysis, regression analysis, and mediation test methods to study the influence of the economics and management major teachers’ teaching on students’ course satisfaction. This research shows that (1) teachers’ teaching has a differentiated driving effect on students’ psychology, with the usefulness of teaching content being the key path to enhancing students’ perceived value, teachers’ teaching attitudes and methods being the core means to building trust in a course, and the moderate difficulty of examination driving students’ examination preparation intention, and (2) students’ psychology is the core means for the transformation of course satisfaction, with perceived value directly driving course satisfaction; course trust being the cornerstone of course satisfaction and playing a significant mediating role between teachers’ teaching attitudes and methods and students’ course satisfaction, and students’ examination preparation intention positively promoting course satisfaction and playing a significant mediating role between moderate difficulty of examination and course satisfaction. This study provides some scientific basis for improving course satisfaction and teaching efficiency, enhancing the teaching quality of higher education, and promoting the development of sustainable education. Full article

Background: In an increasingly digital marketplace, social media marketing activities (SMMAs) have become vital for building consumer–brand relationships, particularly among Generation Z (Gen Z) consumers. Coffee shops offer a unique context because they are lifestyle-oriented and highly dependent on repeat visits, making them especially responsive to digital engagement. This study examines the impact of SMMAs on brand loyalty in the Saudi Arabian coffee shop sector, with a particular focus on the mediating role of consumer brand preference and the moderating role of brand awareness. Drawing on the Stimulus–Organism–Response (S-O-R) framework and Generational Marketing Theory, the research explores how Gen Z consumers respond to social media efforts that are informative, interactive, trendy, and personalized. Methods: Data were collected using convenience sampling via an online survey of 412 Gen Z consumers in Saudi Arabia who follow at least one local or international coffee shop brand on social media. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the hypothesized relationships, mediation, and moderation effects. Results: The findings revealed that SMMAs have a substantial direct effect on both brand loyalty and consumer brand preference. Moreover, consumer brand preference partially mediates the relationship between SMMAs and brand loyalty, underscoring its importance as a psychological mechanism in the formation of loyalty. Additionally, brand awareness was found to significantly moderate the SMMAs–brand loyalty relationship, with more potent effects observed among consumers with higher levels of brand familiarity. Implications: The study contributes theoretically by extending the S-O-R framework with Generational Marketing Theory, demonstrating the partial mediating role of brand preference and the moderating direct effect of brand awareness. Practically, the results suggest that coffee shop marketers should design social media strategies that are informative, interactive, trendy, and personalized while also investing in awareness-building campaigns to amplify loyalty among Gen Z consumers. Full article