Search Results (822)

Artificial intelligence (AI) increasingly permeates organizational work, yet research on AI–human collaboration remains fragmented and lacks a unified structure. This study provides a comprehensive bibliometric mapping of AI–human collaboration by examining its intellectual foundations and emerging research fronts across multiple disciplines. Using document co-citation and bibliographic coupling analysis, the study examines how research on AI–human collaboration has evolved and where it is heading. Data were collected from the Scopus database. A total of 2178 primary documents and 15,078 secondary documents were retrieved and analyzed using VOSviewer (1.6.20) software to visualize the thematic interconnectedness. Results from document co-citation revealed five significant research clusters underlying AI–human collaboration research, including psychological and social foundations of AI; organizational applications of AI in higher education; ethical–cognitive foundations of generative AI; AI literacy and educational transformation; and behavioral foundations of AI adoption. The bibliometric coupling results identified four active research fronts: AI governance, ethics, and humanization; AI–customer relationship management (CRM) adoption, capabilities, and organizational performance; anthropomorphic AI and consumer emotional response; and AI conversational agents and consumer experience dynamics. These findings suggest a thematic shift from technology-centered automation toward collaborative and human-centered integration. The study contributes theoretically by synthesizing insights across organizational behavior, psychology, and information systems to clarify the intellectual structure of this emerging domain. It also outlines implications for leaders designing AI-enabled workplaces that prioritize collaboration, ethical alignment, and adaptive capacity. Full article

The objectives of this study are to examine the direct relationships among perceived ethics, perceived sustainability, customer trust, customer engagement, and customer loyalty; and to investigate the mediating roles of customer trust and customer engagement in explaining the relationship between ethical and sustainability perceptions and customer loyalty. Using the Stimulus–Organism–Response (SOR) framework and the Theory of Planned Behavior (TPB) as theoretical foundations, this research examines how ethical and sustainability perceptions within social commerce environments influence customers’ psychological states and behavioral responses. A quantitative approach was used, involving data collection from 360 Thai consumers who had previously bought sustainable fashion items through social media. The proposed model was then evaluated using partial least squares structural equation modeling (PLS-SEM). The results suggest that consumers’ evaluations of seller ethics significantly enhance their perceptions of product sustainability, customer trust, and engagement. Furthermore, perceived sustainability of fashion products affects both trust and engagement. Customer trust subsequently promotes both engagement and loyalty; however, customer engagement exhibits the most substantial direct effect on customer loyalty. Mediation analysis confirms the essential functions of trust and engagement in mediating the impacts of ethical and sustainability perceptions on loyalty. These findings highlight the importance of ethical transparency and proactive customer engagement in fostering trust and long-term customer loyalty within social media-based sustainable fashion commerce. Therefore. This study provides both theoretical and practical insights for sustainable fashion enterprises functioning within digital contexts. Full article

With the rapid development of Artificial Intelligence (AI) technology, human-like AI service agents have been increasingly applied in service marketing. Online travel agency (OTA) platforms provide an important application context for such service agents in consumer-facing service interactions, such as travel planning and related services. Drawing on social cognitive theory and control theory, this study examines the psychological mechanisms underlying consumers’ intentions to adopt AI service agents. One pretest and two experiments involving 521 participants were conducted to investigate the effects of the AI service agent role on consumers’ willingness to use substitute vs. assist AI. The results show that consumers are more willing to use assist AI service agents than substitute AI service agents. This effect is mediated by human identity threat and sense of control. Moreover, higher consumer technology readiness moderates these effects, mitigating the preference for assist over substitute AI service agents. This study extends the conceptual framework of AI service agents in human–computer interaction research and offers practical implications for the effective design and deployment of AI service agents in OTA applications. Full article

Given the increasing relevance of sustainability certification in food supply chains and, at the same time, rising confusion among consumers about the multitude of labels on food products, concerns about the value of sustainability certification occur frequently. This paper aims to investigate consumers’ evaluation and purchase intentions, and willingness-to-pay (WtP) for blockchain-enabled sustainability certification in coffee. Utilizing a questionnaire guided by an extended model of Ajzen’s theory of planned behavior (TPB), an online survey was conducted with n = 400 German consumers. Data were analyzed using structural equation modeling and cluster analysis. The results revealed perceived behavioral control (PBC) and subjective norms (SN) as the most influential factors on WtP, whereas intention to buy is shaped by PBC and environmental concerns. Notably, trust in blockchain technology did not emerge as a significant direct predictor, suggesting it operates as a background condition rather than a behavioral driver. Three distinct clusters were identified with concise preference, intention, and WtP profiles, highlighting heterogeneous consumer motivations. The study contributes to the literature in three ways: it provides the first consumer-behavioral evidence from the German market; it demonstrates that blockchain-specific trust constructs do not constitute independent behavioral drivers, suggesting that adoption follows generic TPB mechanisms; and it empirically differentiates intention and WtP as distinct psychological outcomes driven by different construct sets. Full article

The advent of social media has transformed brand communication to put storytelling at the center of building engagement and awareness. But the role of long-term brand value in virality is an essential challenge. This paper conducts a bibliometric and thematic analysis from the fields of marketing, psychology, and media studies published between 2015 and 2025, examining the correlation between narrative design and audience response, separating short-term popularity and long-term consumer appeal. The analysis was based on a structured literature review and qualitative methodological framework, using the literature sourced through Scopus, Web of Science, PsycINFO, and Google Scholar published between 2015 and 2025. Thematic coding searched for emotional tones, devices used in the narration, types of metrics, and contextual factors in inclusion and exclusion criteria. The findings indicate a divide in quantitative measures, such as likes and shares, and qualitative measures, such as sentiment and resonance stories. Story elements such as authenticity, the depth of the characters, and video-based content had a major effect on the two types of engagement. Storytelling effectiveness was also mediated by influencer participation, algorithmic interactions, and audience demographics. The results confirm that meaningful storytelling with hybrid metrics contributes to stronger brand–consumer relationships. Future studies ought to shift to predictive modeling and focus on the ability of AI to dictate personalized brand stories in diverse cultures. Full article

The adoption of immersive technologies, such as Virtual Try-On (VTO), has transformed how consumers evaluate products, interact digitally, and engage with brands. This study investigates the effects of experiential value, flow, perceived enjoyment, customer trust, and customer satisfaction on customer engagement behavior, within the Stimulus–Organism–Response (S–O–R) framework. Experiential value serves as the stimulus, flow and psychological states as the organism, and engagement as the response. Data were collected from 320 Indonesian e-commerce using a purposive sampling technique, targeting respondents with prior experience using Virtual Try-On (VTO) features through an online questionnaire distributed via Google Forms, and were subsequently analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that experiential value and flow are fundamental drivers of immersive experiences. Interestingly, although flow significantly increased perceived enjoyment, these affective responses did not independently mediate the relationship with engagement behavior. Instead, customer trust and satisfaction acted as significant primary mediators, indicating a pragmatic immersion profile in which Indonesian consumers prioritize functional validation and system reliability over mere digital entertainment. These findings underscore that in markets with high uncertainty, evaluative and relational mechanisms are more important for sustained engagement than short-term hedonic responses. Practically, this research suggests that brands should prioritize photorealistic accuracy and biometric data security to foster long-term trust, while using enjoyment as a secondary engagement stimulus. Full article

This study examines how sustainability-oriented social marketing influences relationship quality and tourism relationship value, and how perceived brand coherence (Gestalt completeness) conditions this relationship. The growing emphasis on sustainable tourism and responsible consumption has increased the importance of socially oriented marketing communication in shaping long-term consumer–firm relationships. However, prior research has largely examined social marketing, relationship quality, and relationship value in isolation, with limited attention to how perceptual mechanisms strengthen these relational processes within contemporary, platform-mediated tourism environments. Addressing this gap, this study investigates how public-issue-promoted social marketing (PIPSM) influences relationship quality (RQ) and tourism relationship value (TRV) while incorporating Gestalt completeness (GC) as a moderating mechanism that captures perceptual coherence in brand communication. Using survey data collected from 400 consumers with prior tourism experience in Taiwan, the proposed model is tested through structural equation modeling, complemented by regression-based moderation analysis. The results indicate that PIPSM significantly enhances relationship quality, which in turn positively influences tourism relationship value. Furthermore, Gestalt completeness strengthens the relationship between RQ and TRV, suggesting that perceptually coherent communication amplifies relational outcomes. This study contributes to the literature by integrating social marketing, relationship marketing, and perceptual psychology into a unified framework. Rather than demonstrating direct sustainability outcomes, the findings highlight relational and perceptual pathways that may support sustainability-oriented behaviors. The study also offers practical implications by illustrating how socially oriented communication and coherent brand design across digital touchpoints can enhance customer engagement and long-term relational value. Full article

Sports non-fungible tokens (NFTs) have rapidly emerged as tradable digital goods within platform-mediated marketplaces, reshaping how sports organizations, athletes, and brands design fan experiences and monetize digital assets. To consolidate fragmented scholarship and clarify the concept space, this study conducts a systematic quantitative literature review combined with thematic analysis, following PRISMA 2020 and a SPIDER-guided review logic. Searches across six major databases (Web of Science, Scopus, ScienceDirect, PubMed, IEEE Xplore, ProQuest) plus Google Scholar (2017–March 2025) yielded 40 peer-reviewed studies that met predefined inclusion criteria and passed quality appraisal. Results show a sharp growth of sports-NFT research from 2021 to 2024, with strong inter-disciplinary convergence spanning sports marketing, information systems, computer science, and law. Integrating findings through a consumer-value lens, we inductively propose a five-type taxonomy—collectible, empowerment, identity/authentication, physical-asset linked, and virtual-interaction NFTs—each associated with distinct value mechanisms and e-commerce functionalities. The thematic synthesis further identifies four dominant research streams (industry digitalization, consumer psychology/behavior, legal–regulatory issues, and digital marketing), while revealing gaps in theory operationalization, method diversity (e.g., limited experiments/longitudinal designs), cross-context generalizability, and governance/sustainability. The study contributes to marketing and management scholarship by positioning sports NFTs as emerging technologies that reorganize customer engagement, brand-community building, and governance in platform-mediated sport markets, and it offers a research agenda for measuring consumer, brand, and organizational effects. Full article

This study addresses the phenomenon of the hikikomori syndrome and escapism into digital environments. We examined the associations between digital escapism and identified supportive factors contributing to the liminal state between the real and digital worlds among digital hikikomori individuals. The case study captures, through in-depth interviews, the life situations of five hikikomori individuals aged 27–33 from selected countries: France, Russia, North America, Malaysia and Japan. The study covers the period from June 2025 to January 2026. Escapism into the digital environment is associated with the consumption of narrative digital content and digital games. Characters and avatars play a significant role in escapism. By identifying with characters and avatars, digital hikikomori reflect on their own life stories, exercise emotional self-regulation, and control their digital experience in a safe environment. Stressful life situations are the driving force behind the creation of a virtual identity. Through characters and avatars, digital hikikomori not only engage in self-reflection but also present their own identities, abilities, character traits, and personalities absent in the real world. They likewise substitute psychological and relational needs. Escapism into the digital environment, time investment in consuming narrative digital content, building a virtual identity, and progress in the digital environment that saturates self-assertion in the real environment are, in relation to the real environment, prerequisites for stagnation, procrastination, and liminal experience. Full article

This study investigates consumer acceptance of insect-based foods, focusing on changes in visual evaluation after information disclosure and the influence of sociodemographic, attitudinal, and knowledge-related factors. An online survey among Italian consumers (n = 350) assessed the visual attractiveness of a cupcake containing 10% w/w Tenebrio molitor flour before (PRE) and after (POST) disclosure of the insect ingredient. Attractiveness decreased from 2.6 to 2.0, with 79% of POST evaluations in the lowest appeal categories. Women expressed more negative POST ratings and experienced a larger decline in attractiveness (Δ = POST − PRE), indicating greater sensitivity to information disclosure than men. The change in attractiveness (Δ) was linked to psychological variables: negative attitudes showed moderate negative correlations with Δ (r ≈ −0.3 to −0.6), whereas higher knowledge of regulatory, nutritional, and environmental aspects showed positive correlations (r ≈ +0.3 to +0.7), mitigating the decrease. Principal Component Analysis revealed two latent dimensions: PC1 (61.6%), representing an attitudinal continuum from aversion to acceptance, and PC2 (33.3%), reflecting differences in awareness. Respondents with higher PC1 and PC2 scores showed attenuated Δ values, indicating greater resilience to the disclosure effect. Overall, findings highlight a gap between visual familiarity and acceptance, shaped by emotions, knowledge, and gender-specific sensitivities. Full article

The optimization of regulatory strategies for live-streaming e-commerce is essential for tackling misleading marketing behaviors (MMBs) and protecting stakeholders’ rights. This is fundamental to building a healthy and sustainable live-streaming e-commerce ecosystem. To address governance challenges and regulatory inefficiencies, this paper adopts a behavioral perspective and constructs a tripartite evolutionary game model involving platforms, live streamers, and consumers. It unveils the interactive mechanism between dual herd mentality and overconfidence in shaping regulatory strategy evolution, with numerical simulations validating the dynamic regulatory pathway. The findings indicate: (1) The severity of platform penalties is the linchpin of collaborative governance. Under low penalties, herd mentality may spur consumers to report live streamers who choose the MMB strategy, but the absence of deterrence traps the market in a “more reports, more MMBs” vicious circle. Moderate-to-high penalties align herd behavior with non-MMBs by live streamers, but risk unleashing irrational herd conduct among consumers. A dynamic matching mechanism that adapts penalty intensity to prevailing herd levels is therefore essential. Once a critical threshold is crossed, it enables synergistic benefits through joint supervision by consumers and platforms. (2) Overconfidence on the live streamer’s side magnifies the illusion of inflated returns. At low levels, the herd mentality from consumers can correct this psychological bias, but once overconfidence becomes pronounced, only large-scale supervising can outweigh the expected gains from MMBs. (3) These two behavioral traits jointly shape the equilibrium of the live-streaming e-commerce system and should therefore be treated as key considerations when designing dynamic regulatory strategies. Full article

Food waste fashion—garments produced from agricultural and food industry by-products, such as fruit peels, coffee grounds, and grape marc—represents a radical yet understudied innovation within the circular economy. This study proposes the Fashion Innovation Adoption Model, a novel framework that organizes consumer adoption of fashion innovations across three hierarchical levels: a distal level comprising sociodemographic characteristics, an intermediate cognitive–evaluative level comprising consumer decision-making styles and functional product attribute evaluations, and a proximal psychosocial level comprising attitudes, static and dynamic social norms, and past fashion purchasing behavior. The model is applied for the first time to food waste fashion as a paradigmatic case of radical circular innovation in the textile sector. Hypotheses were tested via structural equation modeling on a sample of 396 Italian consumers. Purchase intention was directly predicted by attitudes, static and dynamic norms, and general fashion purchasing, whereas sustainable fashion purchasing showed no effect. Among product attributes, only sustainability information influenced both attitudes and intentions. Perfectionism and hedonism were positively associated with intention through sustainability information, while impulsivity and habit were negatively associated with intention. Sociodemographics influenced intention only indirectly, via cognitive and normative mechanisms. These findings reveal complex pathways linking psychological profiles and perceived product attributes to circular fashion adoption, with implications for communication strategies emphasizing sustainability information and targeting heterogeneous consumer motivations. Full article

The extensive implementation of AI-driven chatbots in e-commerce has generated both acceptance and objection; however, previous studies have predominantly analyzed these responses separately. This study examines the mechanisms that drive dual customer responses to AI chatbots in the pre-purchase phase of the online shopping customer journey. The study integrates the Artificially Intelligent Device Use Acceptance (AIDUA) model with the Stimulus–Organism–Response (SOR) framework to explain how consumers develop both positive and negative behavioral responses to AI chatbot usage and to derive design-relevant implications for AI chatbot systems in online shopping. Data were collected from active or recent chatbot users in online shopping and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that social influence and chatbot anthropomorphism significantly affect consumers’ attitudes toward AI chatbot usage, whereas novelty value does not show a significant effect. Attitude toward using serves as a significant psychological mechanism that increases willingness to accept AI chatbots and purchase intention, while also being positively associated with objection to use among active or recent chatbot users. The findings extend understanding of AI-enabled interactive marketing and provide applied implications for AI chatbot system design, particularly with respect to interface anthropomorphism, transparent pre-purchase support, objection-sensitive escalation, and adaptive interaction strategies. Full article

The main target of street and road lighting is to ensure the safety and the well-being of pedestrians and drivers. Regulations and standards on lighting installations establish minimum photometric requirements to achieve it. Thus, the main parameters concern the average luminance or illuminance, overall uniformity, longitudinal uniformity, threshold increment, edge illuminance ratio, and minimum energy efficiency or its equivalent. Although they have well-defined minimum and maximum values, their compliance, especially in urban and peri-urban environments, strongly depends on the heterogeneous characteristics of the street and its surroundings, depends on human physiological and psychological aspects, and/or faces remarkable uncertainties and problems of definition. The coefficient of utilization, C_u, and energy efficiency, ε, are key quantifiers taking account of the installation capability to provide luminous flux on the visual work plane with respect to the flux emitted and the power consumed by the light sources, respectively. However, contradictions between accurate values of these coefficients and the real visual performance of people or the rational use of energy are frequent. This is a problem because the binomial safety–sustainability requires consideration of these parameters in the design to enhance pedestrian and driver safety, as well as energy efficiency for sustainability. This work highlights the uncertainties and limitations of C_u and ε, redefines them through a human-centered approach that opens new perspectives on other parameters and quantities involved in lighting, and optimizes the binomial safety–sustainability. Full article

Surf tourism, a form of sustainable experiential tourism, directly shapes the socio-economic sustainability of coastal destinations. However, existing research has not uncovered how cognitive appraisal processes and status-seeking motives interact to shape tourists’ behavioral intentions and resilience amid experiential setbacks. Based on a cross-sectional survey design, and grounded in Cognitive Appraisal Theory (CAT) and the Theory of the Leisure Class (TLC), this study empirically tests an integrated socio-cognitive framework using data from 395 surf tourists in Hainan, China. Data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results demonstrate that cognitive appraisals (outcome desirability, agency, certainty) and status-driven imperatives are powerful predictors of behavioral intentions. Conspicuous Consumption Motivation (CCM) acts as a critical boundary condition, amplifying the positive effect of affective states on intentions, and serving as a psychological buffer that facilitates consumer resilience against tourism setbacks. We further extend a “social-symbolic reappraisal” mechanism—rather than a directly measured variable—through which tourists reframe negative experiences as a “badge of honor” to signal leisure-class status via the moderation effect of CCM. This fills an important gap in existing research on emotion regulation and tourist behavior. This study clarifies the psychological pathway of behavioral sustainability in symbolic experiential tourism and delivers high-impact actionable insights for coastal destinations: operators can leverage the social-symbolic reappraisal mechanism to design identity-focused experience narratives, stabilize tourist flow and revenue streams, increase investments in sustainable infrastructure and marine conservation, and benefit from sustainable management of coastal surf tourism destinations. Full article