Search Results (101)

As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers’ transition decisions becomes increasingly consequential. This study integrates the Uses and Gratifications framework with a contemporary motivation-based perspective to examine how users’ media consumption motivations and advertising attitudes predict intentions to adopt ad-supported OTT plans. Data were collected via a nationally representative online survey in South Korea (N = 813). The sample included both premium subscribers (n = 708) and non-subscribers (n = 105). The findings reveal distinct segmentation in decision-making patterns. Among premium subscribers, switching intentions were predominantly driven by intrinsic motivations—particularly identity alignment with content—and by the perceived informational value of advertisements. These individuals are more likely to consider ad-supported plans when ad content is personally relevant and cognitively enriching. Conversely, non-subscribers exhibited greater sensitivity to extrinsic cues such as the entertainment value of ads and the presence of tangible incentives (e.g., discounts), suggesting a hedonic-reward orientation. By advancing a dual-pathway explanatory model, this study contributes to the theoretical discourse on digital subscription behavior and offers actionable insights for OTT service providers. The results underscore the necessity of segment-specific advertising strategies: premium subscribers may be engaged through informative and identity-consistent advertising, while non-subscribers respond more favorably to enjoyable and benefit-laden ad experiences. These insights inform platform monetization efforts amid the evolving dynamics of consumer attention and subscription fatigue. Full article

Integrating artificial intelligence (AI) and cause-related marketing has reshaped corporate social responsibility practices while triggering a conflict between technological instrumental rationality and moral value transmission. Building on the Persuasion Knowledge Model (PKM) and AI aversion literature, this research employs two experiments to reveal that AI disclosure exerts a unique inhibitory effect on consumers’ purchase intentions in cause-related marketing contexts compared to non-cause-related marketing scenarios. Further analysis uncovers a chain mediation pathway through consumer skepticism and advertisement attitudes, explaining the psychological mechanism underlying AI disclosure’s impact on purchase intentions. The study also identifies the moderating role of AI aversion within this chain model. The findings provide a new theoretical perspective for integrating AI disclosure, consumer psychological responses, and marketing effectiveness while exposing the “value-instrumentality” conflict inherent in AI applications for cause-related marketing. This research advances the evolution of the PKM in the digital era and offers practical insights for cause-related marketing enterprises to balance AI technology application with optimized disclosure strategies. Full article

In the context of eco-friendly e-commerce, understanding the psychological and experiential mechanisms that drive consumers’ online purchasing behavior is essential for promoting sustainable platform development. This study aims to fill a critical gap in the literature by examining how social interaction, entertainment, and sales promotion influence consumers’ purchase intentions through the mediating roles of perceived value and immersive flow experience. Grounded in the Stimulus–Organism–Response (S-O-R) theoretical framework, we developed a structural model and conducted an empirical analysis using survey data collected from 438 online shoppers. Data analysis was conducted using SPSS and AMOS through SEM. The results show that social interaction and sales promotion significantly enhance both perceived value and flow experience, which in turn positively influence consumers’ purchase intentions. However, entertainment exhibits a negative and significant effect on perceived value and does not significantly affect flow experience, indicating that hedonic content may not always translate into perceived usefulness or deep engagement. Moreover, the influence of social interaction on flow experience was also found to be negative and significant, suggesting that not all forms of interaction necessarily lead to immersive experiences. These findings highlight the complex psychological dynamics in digital consumption. This study contributes original insights by integrating psychological engagement mechanisms with the goal of digital sustainability, offering practical implications for online retailers aiming to enhance user engagement and platform longevity through experience-driven strategies. Full article

Background/Objectives: Despite its well-established health benefits, adherence to the Mediterranean lifestyle (MedLife) has declined globally, including in its region of origin, alongside a significant shift toward ultra-processed food consumption. Understanding the factors associated with MedLife adherence is essential for developing targeted interventions and tailored policy recommendations. As part of the MEDIET4ALL PRIMA project, this cross-sectional study aimed to comprehensively examine geo-demographic, socio-economic, psychological, behavioral, and barrier-related factors associated with and potentially contributing to MedLife adherence. Methods: Data were collected from 4010 participants aged 18 years and above across ten Mediterranean and neighboring countries using the multinational MEDIET4ALL e-survey, which included the validated MedLife index, along with various other questionnaires. Results: Results indicate that only 22% of respondents demonstrated high adherence to the Mediterranean lifestyle (MedLife), with significant variability observed across countries, age groups, education levels, and health statuses. Spain had the highest proportion of participants with high adherence (38%). Factors associated with significantly higher adherence rates include older age, living in the Mediterranean region, higher education levels, a greater awareness of MedLife principles, lower perceived barriers, normal BMI, better health status, and stable economic and marital conditions (p-values ranging from 0.04 to <0.001). Additionally, individuals with high MedLife adherence exhibited more socially and physically active lifestyles and experienced less psychological strain (p < 0.001). Regression analyses identified MedLife awareness as the strongest positive predictor of adherence (β = 0.206), followed by social participation (β = 0.194) and physical activity (β = 0.096). Additional positive contributors include life satisfaction, sleep quality, living in the Mediterranean region, age, and education (β ranging from 0.049 to 0.093). Conversely, factors that are negatively associated with adherence include sedentary behavior, living environment, and barriers such as low motivation, taste dislike, price unaffordability, limited availability, and the time-consuming nature of preparing Mediterranean food (MedFood; β ranging from −0.036 to −0.067). Conclusions: These findings indicate that fewer than one in four adults across Mediterranean and neighboring countries demonstrate high adherence to MedLife, supporting prior evidence of suboptimal adherence even within Mediterranean regions. This study identified a range of behavioral, socio-demographic, and environmental factors—both positive and negative predictors—that can help guide the design of targeted, culturally adapted interventions to promote MedLife behavior. Future research should incorporate objective measurements and longitudinal monitoring to better understand underlying mechanisms, establish causality, and develop sustainable strategies for enhancing MedLife adherence in diverse populations. Full article

This investigation examines the psychological mechanisms governing human–virtual influencer relationships and their consequential impact on environmentally-conscious consumer behavior within digital marketing ecosystems. Employing theoretical frameworks from computer-mediated communication and social psychology, this study scrutinizes how algorithmically generated social media personalities cultivate para-social relationships that drive sustainable consumption patterns. The research operationalizes five core virtual influencer characteristics—expertise, similarity, attractiveness, familiarity, and para-social interaction—as predictive variables influencing relationship commitment and subsequent eco-conscious brand engagement. Consumer innovativeness functions as a moderating variable within this theoretical model. The data collection encompassed 677 respondents demonstrating active engagement with sustainability-focused virtual influencer content, analyzed through structural equation modeling (EQS 6.4) and the PLS-SEM methodology (SmartPLS 4.0). The empirical analysis reveals significant positive correlations between virtual influencer characteristics and relationship commitment, with similarity and attractiveness demonstrating the strongest predictive validity. Relationship commitment emerged as a significant mediator influencing sustainable brand attitudes, which subsequently affected purchase intentions for environmentally responsible products. Consumer innovativeness demonstrated positive moderating effects across all virtual influencer characteristics, with particularly robust effects observed for attractiveness and para-social interaction within sustainable brand contexts. This research advances the human–AI interaction literature by elucidating the psychological mechanisms through which virtual influencers facilitate consumer relationship formation and drive behavioral outcomes toward sustainable consumption practices. The findings provide empirically validated strategic frameworks for marketers developing virtual influencer campaigns that promote environmental stewardship, emphasizing the cultivation of perceived similarity and attractiveness while incorporating audience innovativeness as a critical segmentation variable in sustainable marketing initiatives. Full article

This study examines the behavioral mechanism of sustainable consumption through which greenwashing (GW) perception influences consumers’ intention to purchase green food, with a particular focus on Chinese consumers. Grounded in the value-based adoption model (VAM), we propose a structural model that incorporates perceived benefit (PB) and perceived sacrifice (PS) as mediating variables and GW perception as a moderating variable. Using survey data from 347 Chinese respondents, the analysis is conducted via partial least squares structural equation modeling. The results indicate that environmental knowledge, environmental awareness (EA), green food characteristics (GFCs), and consumer characteristics significantly enhance PB, whereas EA and GFCs reduce PS. PB has a positive effect on green food purchase intention, whereas PS has a negative effect. Notably, GW perception does not significantly moderate the relationship between PB and purchase intention, but it does intensify the negative impact of PS on purchase intention. This suggests that consumers who are sensitive to GW are more likely to reject green food products when they experience a high PS. This study contributes to the literature by extending the application of the VAM in the context of sustainable consumption and offering empirical insights into the psychological effects of GW. Practical implications include marketing strategies aimed at reducing PS and fostering trust through transparent, verifiable green claims. Policymakers are encouraged to improve certification systems and public education efforts to alleviate consumer skepticism in the green food market. Full article

In the evolving digital marketplace, consumer behaviour is increasingly shaped by green marketing strategies, particularly in the context of sustainable consumption. This study aims to examine the mechanisms through which green content marketing and green affiliate marketing influence green variety-seeking shopping behaviours, with particular attention to the role of green shopping motives and the effectiveness of marketing strategies. As traditional retail methods face limitations, digital marketing channels provide new avenues to engage consumers through personalized and dynamic content. Using the Theory–Context–Characteristics–Methodology (TCCM) framework, this research systematically examines the existing literature to identify key theories, contexts, characteristics, and methodologies relevant to variety-seeking behaviours towards green products. The study explores the psychological and behavioural drivers behind shopping choices, offering insights into why consumers exhibit variety-seeking behaviour when purchasing green products. The results indicate that effective green content and affiliate marketing drive variety-seeking behaviour in green shopping, with consumer motives serving as a key mediating factor. The conceptual model developed in this study provides a structured understanding of how modern marketing strategies shape consumer preferences and engagement with green products. This study offers a future research agenda and practical implications for marketers and retailers. By understanding these influences, businesses can refine their marketing strategies to strengthen green shopping motives, encourage sustainable consumption over traditional consumption, and adapt to the dynamic retail landscape. Full article

This study investigates how pandemic-induced emotional disruption has reshaped sustainable consumer behavior in the digital age, with a focus on the continued influence of safety measures in the restaurant industry. As societies transition beyond COVID-19 restrictions, health-related anxieties persist, driving consumers to prioritize hygiene and risk reduction in their decision-making. Drawing on large-scale data from TripAdvisor and OpenTable, we analyze the effects of digitally communicated safety protocols on restaurant booking behavior across major U.S. cities. Our findings reveal that safety communication remains a salient factor in consumer choice, even after the acute phase of the pandemic. This effect is particularly pronounced in lower-tier restaurants, where visible digital safety signals help build trust and compensate for weaker brand equity. Conversely, in upscale establishments, where baseline hygiene standards are presumed, the marginal benefit of safety signaling is reduced. The study also identifies enduring patterns of emotional expression and anxiety in online reviews, indicating the long-term psychological imprint of the pandemic on consumer sentiment. By situating safety communication as both a psychological reassurance mechanism and a strategic digital marketing tool, this research contributes to the emerging discourse on sustainable marketing in post-crisis contexts. The results offer theoretical and managerial insights into how businesses can integrate health assurance into long-term brand strategies, reinforcing trust and resilience in digitally mediated, post-pandemic consumption environments. Full article

This study investigated Generation Z’s repurchase intention in social commerce environments by integrating three theoretical frameworks: the unified theory of acceptance and use of technology, signaling theory, and herding behavior. The research addressed critical gaps in understanding continued engagement behaviors of digitally native consumers in socially embedded commerce platforms. Data were collected from 542 Generation Z consumers using a structured questionnaire, and relationships were tested using partial least squares structural equation modeling. Results demonstrated that all UTAUT factors significantly influenced repurchase intention. Return policy leniency, as a quality signal, positively impacted repurchase intention both directly and indirectly through enhanced online trust. Fear of missing out demonstrated significant direct effects on repurchase intention and operated indirectly through imitative behaviors. This research advances the theoretical understanding of Generation Z’s continued engagement with social commerce by validating an integrated framework that simultaneously accounts for technological, informational, and social-psychological dimensions. The findings provide practical guidance for social commerce platforms seeking to enhance Generation Z’s loyalty through balanced strategies addressing functional performance, trust-building signals, and social validation mechanisms. Full article

Introduction: People with disabilities are characterized by suboptimal health and lower self-rating health. Their need for health care is greater, they often have a higher prevalence of health problems and they have more difficulty accessing health care. The aim of this study was to assess the health behaviors and health indicators of 12–18-year-old young people with intellectual disabilities and autism spectrum disorder, and to explore their school-related perceptions in the Northern Great Plain region of Hungary. Materials and Methods: A cross-sectional questionnaire survey was conducted with the participation of 185 young people. A custom questionnaire was used, based on the Health Behavior in School-aged Children (HBSC) survey, assessing eating habits, oral care, physical activity, mental well-being, and self-reported health status. The sample was categorized into three groups: the ID1 (Intellectual Disability level 1) group, encompassing young individuals with mild intellectual disability; the ID2 group, encompassing young people with moderate intellectual disability; and the ID+ASD group, encompassing young individuals affected by both intellectual disability and autism spectrum disorder. Results: Consumption of various food types was below optimal levels. Low intake of fruits and vegetables was common, with only 21.6% of the respondents consuming fruit daily and 23.8% consuming vegetables daily. ID1 group reported significantly higher rates of nervousness several times a week (17.8% vs. 5.6% and 6.9%, p < 0.001), sleep difficulties (28.8% vs. 7.4% and 15.5%, p = 0.032), and dizziness (9.6% vs. 1.9% and 3.4%, p = 0.022) compared to the other two groups. A third school-related factor, related to negative emotions, showed a near-significant difference (p = 0.064), suggesting that students with both autism spectrum disorder and intellectual disability perceive lower levels of acceptance from teachers. On school-free days, computer usage was significantly highest in the ID+ASD group; 50% of them used a computer for at least 4 h per day. Conclusions: To improve mental well-being among affected children, psychological support and the implementation of mental health programs are recommended. In addition to teaching stress management techniques and coping mechanisms, integrating relaxation techniques into comprehensive developmental programs—both individually and in groups—is advised. For teachers, it is recommended to acquire disability-specific communication strategies. Full article

This study aims to investigate consumers’ preferences for inland and coastal seafood in the context of e-commerce, along with the underlying neural and psychological mechanisms influencing their online purchase decisions. By integrating questionnaire surveys with event-related potentials (ERPs), this research explores both behavioral patterns and neural responses associated with seafood choices. The survey results indicate that consumers have significantly higher purchase intentions for coastal seafood compared to inland seafood, which is consistent with the findings from behavioral experiment. Furthermore, the ERP data reveal that, compared to the inland seafood condition, the coastal seafood condition elicited lower N200 and N400 amplitudes, suggesting reduced cognitive conflict and semantic incongruence processing. Moreover, the higher LPP amplitude reflects greater emotional arousal. Based on cognitive dissonance theory, the study highlights the psychological conflicts and perceived risks related to inland seafood, providing neuroscientific insights into consumer decision making. These findings can support the optimization of market strategies for inland seafood in the growing e-commerce sector. Full article

This research examines differences in consumer responses to large language model AI chatbots versus search engines when reviewing and evaluating product information in the information search stage of the purchase decision process. Building on the mere exposure effect, the consumer–brand relationships literature, and consumer decision-making research, this research investigates consumer search preferences and self-disclosure willingness along with a psychological mechanism. We conducted an experiment comparing two types of product search tools and tested a moderated mediation using Process Model 15. The findings suggest that consumers prefer search engines over AI chatbots and are more willing to self-disclose their personal information to search engines (vs. AI chatbots) due to perceived familiarity. However, we find that the quality of consumers’ relationship with the source of information moderates this effect. Further, we show that consumers evaluate AI chatbot-based results as less biased than traditional search engine results. Contrary to previous research that has mainly focused on AI chatbots’ functional aspects in consumer adoption, the current research emphasizes the psychological and relational aspects of product search perception and preference. In this way, we offer novel insights into a purchase decision-making process and consumer engagement as consumers adopt AI chatbot technology for product search. Full article

(1) Live streaming commerce has refined online consumer engagement by fostering a real-time, socially enriched shopping environment. Despite its growing prominence, the role of social scene characteristics in consumer purchase decisions in live streaming remains insufficiently examined. (2) This study uses the Cognition-Affection-Conation (C-A-C) framework to examine how these social characteristics influence purchase intention through the mediating roles of emotional and cognitive trust, with privacy concerns as a moderator factor. The research employs Structural Equation Modeling (SEM) to test the hypothesis using data from 504 valid responses. (3) The results demonstrate that the characteristics of social scenes proposed in this study enhance consumer trust and positively impact purchase intention. Moreover, privacy concerns weaken the effect of interactivity atmosphere and scene immersion on emotion trust, though they do not weaken the effect of social identity on emotion trust. (4) These findings contribute to the theoretical understanding of live commerce by identifying the psychological mechanisms linking the social service scene to purchasing behavior. They also offer practical implications for platforms and merchants seeking to improve consumer engagement and trust in competitive digital marketplaces. This research highlights the importance of integrating social scenes and privacy management into the strategic design of live streaming commerce services. Full article

Despite the ubiquitous application of gamification in livestreaming commerce, the mechanisms driving its impact on consumer participation remain underexplored. To address this research gap, this study integrated two theoretical frameworks: the “Gamification Affordances–Psychological Outcomes–Behavioral Outcomes” framework and the Uses and Gratifications Theory. We investigated how gamification affordances (achievement visualization, rewards, interaction, and competition) relate to the fulfillment of consumers’ diverse psychological needs (cognitive, affective, social, personal integrative, and social integrative). Furthermore, we examined whether meeting these psychological needs influences consumers’ intentions to continue watching and to purchase. We surveyed 354 livestreaming commerce consumers and employed structural equation modeling to analyze the data. The findings revealed that gamification affordances can motivate consumers’ continuous watching and purchasing behavior by satisfying their different psychological needs. We conclude by discussing the theoretical and managerial implications of our findings. Full article

With the rise of virtual idols in marketing, especially in collectivist cultures, their impact on consumer behavior warrants further exploration. This study applies social identity theory, flow theory, and the SOR model to examine how collectivism and virtual idol characteristics (external characteristics, content features, and homophily) influence Chinese consumers’ purchase intentions through parasocial interaction (PSI) and flow experience. A survey of 496 respondents, analyzed via structural equation modeling (SEM), shows that collectivism and virtual idol characteristics positively affect PSI, with homophily having the strongest impact. PSI enhances flow experience, and both PSI and flow experience drive purchase intention. PSI and flow experience serve as dual mediators in the model. This study advances research by empirically validating collectivism’s role in PSI, differentiating virtual idol characteristics, and modeling dual mediation. The key contributions of this study are as follows: (1) treating culture as an independent variable to empirically examine its impact on psychological mechanisms, and (2) deconstructing virtual idol characteristics into three dimensions—external, content, and homophily—to reveal their distinct influence on consumer psychology. Findings offer strategic insights for brands, recommending a dual-track approach integrating cultural adaptation and feature design to enhance consumer engagement and purchasing behavior. Full article