Search Results (1,408)

This study investigates how two key characteristics of AI-enabled chatbots in mobile banking applications—perceived intelligence and perceived anthropomorphism—influence users’ cognitive and hedonic evaluations, namely perceived usefulness, confirmation, and perceived enjoyment, and how these evaluations subsequently shape user satisfaction and continuance intention. Grounded in the Expectation–Confirmation Model (ECM), the study also examines the moderating role of users’ need for interaction with service employees in these relationships. Using a quantitative research design, data were collected through a structured survey from 402 users of AI-enabled mobile banking applications in Türkiye. The proposed model was tested using partial least squares structural equation modeling (PLS-SEM), and moderated mediation effects were analyzed using Hayes’ PROCESS Macro (Model 58). The results reveal that perceived intelligence positively affects perceived anthropomorphism, perceived usefulness, perceived enjoyment, and confirmation, while perceived anthropomorphism further reinforces these effects. Cognitive and emotional evaluations significantly enhance user satisfaction, which in turn strongly predicts continuance intention toward chatbot usage. Moreover, the need for interaction with service employees significantly moderates the indirect effects of perceived usefulness, perceived enjoyment, and confirmation on satisfaction and continuance intention. By extending the expectation–confirmation model with both cognitive and emotional dimensions, this study offers novel insights into user-centered chatbot design in mobile banking and highlights the importance of individual differences in shaping sustained technology use. Full article

Eating behavior requires a balance between metabolic and hedonic components. Anxiety and dietary type may influence the quantity, patterns, and other aspects of food intake. Modern diets, especially in Western societies, often contain high levels of calories from fat and simple sugars (e.g., cafeteria-style diets). This type of diet may promote overweight and/or obesity in some, although many consumers remain at a normal weight. The mechanisms underlying susceptibility or resistance to weight gain remain unclear. Here, Sprague-Dawley male rats were fed a cafeteria diet for 10 weeks and then classified into quartiles based on body mass. We evaluated locomotor activity and anxiety-like behaviors and analyzed hypothalamic proteomics in overweight (Q4) rats compared with underweight (Q1) rats. Our results showed that locomotor activity and anxiety-like behaviors did not differ across quartiles (p > 0.05). Nevertheless, the expression of several hypothalamic proteins differed between Q4 and Q1 rats. Functional enrichment analysis of these differentially expressed proteins (p ≤ 0.05) revealed changes in cytoskeleton dynamics, synaptic communication, energy production and utilization, biosynthesis of cellular components (including nucleotides and carbohydrates), and regulation of metabolism between Q1 and Q4 rats. Neuro-humoral hypothalamic output regulates metabolism and food intake. Therefore, these functional changes in the hypothalamus may be associated with rats’ susceptibility/resistance to weight gain. Full article

High-fidelity haptic interfaces are widely assumed to enhance virtual reality (VR) training; however, they can trigger a “fidelity paradox” where hardware complexity paradoxically degrades usability. Grounded in Task-Technology Fit (TTF) theory and Hassenzahl’s pragmatic-hedonic quality framework, this study investigates the mechanisms underlying this paradox through a within-subject experiment ($N=70$) in a VR cooking simulation comparing three interface paradigms: VR controllers (VRC), hand tracking (HT), and haptic gloves (HG). Results confirmed that HG’s low task-technology fit—manifested as tracking errors, physical resistance, and increased operational overhead—generated significantly higher extraneous cognitive load (H1) and degraded interaction satisfaction (H2) despite its superior intended sensory resolution. Critically, in the HG condition, pragmatic quality (technical reliability) was identified as the dominant driver of satisfaction, while hedonic quality additions (thermal feedback) did not show a significant independent contribution to satisfaction in the HG condition. Perceived training effectiveness remained above the neutral threshold across all conditions (H3), indicating that content-level TTF is preserved independently of interface-level TTF mismatch. These findings suggest that VR interface design should prioritize “functional sufficiency”—ensuring tools serve as transparent, seamless extensions of the user—over the blind pursuit of sensory maximization. Full article

Using hedonic consumption theory (HCT) and a niche marketing strategy as analytical frameworks, our study examines consumer behavior in the luxury flower market, a swiftly growing segment of the global luxury goods industry. Adopting a nonexperimental, cross-sectional survey design, we collected primary data from 392 individuals from affluent households (defined as those with annual incomes exceeding $75,000, per standard demographic criteria) via purposive stratified sampling. Our questionnaire, which was reviewed by experts and tested in a pilot study, examined demographics, buying preferences, sustainability awareness, and hedonic motivations. The main findings show that most clients are well-educated women with substantial wealth. They care most about sensory, emotional, and symbolic qualities. Chi-square tests and logistic regressions robustly supported three hypotheses, gender disparities in appreciation, educational and sustainability awareness, and income influences on quality and variety emphasis, with descriptive evidence aligning with two further hypotheses regarding perceived supply shortages and sustainability preferences. The preferred places to buy include nurseries and high-end florists, suggesting opportunities for SMEs. Our study offers initial evidence supporting the application of HCT to perishable luxury floriculture among younger, educated, affluent consumers in North America. It underscores the hedonic appeal heightened by ephemerality and the potential influence of sustainability as a guilt-free enhancement, while indicating opportunities for niche marketing strategies through customization and sustainable sourcing. Our findings indicate opportunities for businesses aiming to reach comparable younger, educated, affluent demographics to fulfill unmet demand through sustainable sourcing, unique varieties, and customized experiences, which align with the SDGs. We conclude with a future research agenda. Full article

Coffee label information impacts consumer choice by communicating key product attributes. This study investigated whether label information on fermentation-related post-harvest processing techniques influence specialty coffee consumers’ expectations and perception of brewed coffee. A total of 180 specialty coffee consumers participated in a within-subject tasting experiment, evaluating the same coffee paired with three labels: no processing information, ‘fermentation’, and ‘carbonic maceration’. Participants first rated their expectations of aroma, flavour, acidity, sweetness, and subsequently, their experience of those attributes on tasting the coffees, as well as rating their liking and purchase intent. Additionally, they also assessed the usual-to-exotic flavour expectation and perceived price of coffees processed with traditional and innovative post-harvest methods. Results showed that the coffee paired with the label ‘fermentation’ was expected to be the most acidic and the least liked, which was confirmed during tasting, whereas the label ‘carbonic maceration’ increased curiosity and perceived novelty towards the coffee without negatively affecting the sensory acceptance. Innovative fermentation-related terms were also perceived as more exotic and expensive compared to traditional methods. These findings demonstrate that descriptive post-harvest terms on coffee labels significantly influence consumer expectations, sensory perception, and perceived value. They also highlight the importance of carefully selecting labelling terms to balance consumer curiosity, sensory expectations, and product acceptance. Full article

This study investigates whether Responsible Property Investing (RPI) attributes are capitalized into condominium prices in the Bangkok Metropolitan Region. An integrated analytical framework combining Exploratory Factor Analysis (EFA) and a log–log Hedonic Price Model (HPM) was applied to a dataset of 187 condominium units derived from Environmental Impact Assessment (EIA) reports and market data. The results indicate that traditional determinants remain dominant. Unit characteristics, particularly spatial quality (β = 0.530) and interior decoration (β = 0.244), exhibit the strongest positive effects, while building amenities also contribute positively (β = 0.260). In contrast, building density (β = −0.168) and location-related distances, including transport accessibility (β = −0.323), negatively affect prices. Most RPI-related attributes are not statistically significant. Only sustainable technology (R4) shows a significant but negative effect (β = −0.206), reflecting heterogeneous valuation. These findings suggest that sustainability features are valued primarily when their benefits are directly observable, while other attributes remain weakly perceived due to information asymmetry and delayed economic returns. Overall, sustainability is only partially capitalized and context-specific in this emerging market, highlighting the need for improved market signaling, policy incentives, and greater transparency of performance information to enhance value recognition. Full article

The advancement in artificial intelligence (AI)-powered automation has accelerated the integration of AI-powered chatbots into our daily routines, opening novel channels for dynamic information flow and participatory dialogue. Whilst prior studies have examined chatbot interactivity and related outcomes, the mechanism through which information interactivity is translated into relational and advocacy outcomes remains insufficiently theorized, and its conceptual demarcation from active involvement remains underdeveloped. Grounded in Uses and Gratifications (U&G) theory, this study develops and tests a process model of AI-powered chatbot use. In this model, information interactivity is treated as an AI-powered communicative affordance, perceived value represents the mechanism through which gratifications are realized, and active involvement is conceptualized as a situational psychological state that influences customer trustiness and positive word-of-mouth (WOM). Using structural equation modeling on survey data from 588 AI-powered chatbot users, the study finds that information interactivity positively predicts functional, psychosocial, and hedonic value, all of which significantly enhance active involvement. Active involvement, in turn, exerts a significant positive effect on customer trustiness, and customer trustiness significantly promotes positive WOM. By contrast, the direct effect of active involvement on positive WOM is not significant, suggesting that trustiness functions as the more proximal mechanism through which involvement is translated into advocacy. These findings contribute to research grounded in U&G theory by demonstrating how functional, psychosocial, and hedonic value link chatbot interactivity to relational and advocacy outcomes. They also suggest several practical considerations for the development of chatbot services that are more responsive to users’ expectations and trustiness formation. Full article

Sustainability meanings in platform-mediated food tourism circulate through digital infrastructure, yet how they stabilize when sensory experience contradicts hedonic expectations remains theoretically underspecified. Expectation Disconfirmation Theory (EDT) predicts dissatisfaction when performance falls short of expectations, but this logic does not account for sustainability-driven consumption, where restraint is ethically valorized rather than treated as deficient. This study introduces the Ethical–Visual Feedback Loop (EVFL) as a process-level extension of EDT, explaining how ethical priming modifies satisfaction formation under conditions of sensory disconfirmation. Drawing on 900 multilingual reviews, 300 user-generated images, and expert interviews with institutional practitioners of Korean Buddhist Temple Food across Western, Korean, and Chinese visitor markets, the study integrates visual semiotic analysis, reflexive thematic analysis, and institutional triangulation. The findings reveal that sustainability meanings are mobile yet fragile: portable across platforms through visual aesthetics but culturally contingent at ethical appraisal. Western reviewers stabilize satisfaction through secular environmental narratives, Korean reviewers through somatic trust and sincerity, and Chinese reviewers through disciplined participation in moral economies. By specifying how ethical appraisal resolves disconfirmation across cultural contexts, the EVFL extends EDT’s appraisal logic into sustainability-oriented consumption and offers governance implications for sustaining ethical legitimacy and sufficiency-oriented tourism practices in platform-mediated heritage tourism. Full article

The rise of digital platforms has transformed marketing landscapes, with live-streaming emerging as a powerful tool for engaging audiences and shaping consumer behavior. While live-streaming e-commerce is rapidly expanding in Chinese and North American markets, empirical research comparing live-streaming impulse buying (LSIB) across cultural contexts remains limited. This study examined how atmospheric cues (ACs) are associated with LSIB in China and the United States through hedonic value (HV) and utilitarian value (UV), while also considering cultural value boundary conditions. Data were collected from 396 Chinese and 408 American consumers through online survey platforms. The measurement structure was first assessed using multi-group confirmatory factor analysis, and the main structural relationships were then tested using controlled multi-group latent structural equation modeling (SEM). Composite score path models were estimated as robustness checks, and moderation hypotheses were examined using interaction regressions on composite scores. In both countries, AC was positively associated with HV and UV, and HV was positively associated with LSIB. In the U.S. sample, UV was negatively associated with LSIB, whereas the corresponding association was not significant in China. Formal Wald tests did not indicate statistically significant cross-country differences in the focal structural paths. On the HV pathway, collectivism strengthened the relationship between AC and HV in China, and long-term orientation strengthened the relationship between AC and HV in the U.S. The findings suggested that the core stimulus–organism–response (S-O-R) mechanism replicated across two market contexts, while cultural orientations mainly condition the hedonic route. The study contributed to cross-context understanding of live-streaming consumption and provides evidence-based implications for digital marketing strategy. Full article

This study empirically examined how autonomy and competence from Self-Determination Theory (SDT), along with perceived risk, influenced customers’ well-being and continued use intention of restaurant self-service kiosks in South Korea. Despite the rapid adoption of kiosk-based services, limited research has explored how psychological factors shape both hedonic and eudaimonic well-being in technology-mediated service contexts. To address this gap, this study investigates the role of autonomy, competence, and perceived risk in influencing well-being and subsequent behavioral intentions. Data were collected from Korean customers who had used restaurant self-service kiosks, for one month starting on 10 October 2024, and a total of 360 valid responses were used for hypothesis testing. The results indicated that both autonomy and competence positively affected on hedonic well-being, while only autonomy significantly affected eudaimonic well-being. Perceived risk negatively influenced both hedonic and eudaimonic well-being, which in turn positively influenced continued use intention. The findings contribute to the literature by extending SDT research in a kiosk-based service environment and highlighting the pivotal role of hedonic and eudaimonic well-being in shaping technology use behavior. Practical implications are offered and provide insights into the design of user-centered kiosk services that promote sustainable dining experiences. Full article

Excessive intake of sugar-sweetened beverages is a major source of dietary free sugars and is strongly associated with an increased risk of type 2 diabetes mellitus. Sweetened tea beverages, which are widely consumed across many Asian countries including Indonesia, represent an important target for sugar reduction. However, reducing sugar content often results in lower perceived sweetness and diminished consumer acceptance. This study examined the potential of floral aroma cues to support sugar reduction in sweetened green tea beverages. Formulations containing jasmine, rose, or lavender aroma were prepared at 100%, 80%, and 70% of the reference sugar level and evaluated by 182 panelists using hedonic rating, Just-About-Right (JAR) scaling with penalty analysis, and Rate-All-That-Apply (RATA) profiling combined with principal component analysis (PCA). Sugar reduction led to decreased perceived sweetness and liking in control samples, whereas jasmine and rose aromas significantly enhanced sweetness perception at reduced sugar levels. Notably, jasmine and rose maintained sweetness perception and overall liking at up to 30% and 20% sugar reduction, respectively. In contrast, lavender aroma provided limited sweetness enhancement and was associated with increased bitterness and astringency. Overall, these findings indicate that culturally congruent floral aromas, particularly jasmine and rose, can be strategically applied to support sugar reduction in sweetened tea beverages while maintaining consumer acceptance, contributing to sensory-driven reformulation strategies for supporting public health. Full article

Generative Artificial Intelligence (GenAI) has rapidly spread worldwide, driving structural changes and redefining approaches to knowledge. This trend has introduced significant challenges, particularly within higher education, where its adoption and acceptance are crucial for pedagogical transformation. However, the increasing integration of GenAI also raises pressing questions related to sustainability, encompassing both its environmental impact (e.g., energy consumption and carbon footprint of AI models) and social and ethical implications (e.g., responsible use, equity, and digital inclusion). This study investigates the factors influencing the adoption and acceptance of GenAI among higher education students, considering these sustainability dimensions. Using an adapted version of the UTAUT2 (Unified Theory of Acceptance and Use of Technology) model, the research analysed data from 229 students, collected in 2025, employing the Partial Least Squares method. By integrating the sustainability perspective, this work seeks to offer an understanding of the challenges and opportunities that GenAI presents for a more equitable and ecologically conscious educational future. The study demonstrates that habit and performance expectancy are the primary drivers of GenAI adoption among students, suggesting that its integration into higher education should prioritize functional value and ethical habit-building over social or hedonic factors. Full article

Reward motivation adaptation is defined as the extent to which the willingness to exert effort varies as a function of incentive salience, encompassing both motivational (‘wanting’) and hedonic (‘liking’) components. Although reduced reward motivation has been reported in subclinical depression and anhedonia, it remains unclear whether impaired adaptation is a general feature of subclinical depression or is more evident when depressive symptoms co-occur with anhedonia. We addressed this question in two behavioral studies using a task that systematically varied effort–reward ratios. Study 1 contrasted three screening-based groups: individuals with elevated social anhedonia, individuals with subclinical depression without high social anhedonia, and controls with low levels of both, and found no clear group differences in reward motivation adaptation across effort–reward conditions. Study 2 focused on female participants with subclinical depression who also showed higher levels of anhedonia, compared with non-depressed controls. In this sample, the subclinical depression group showed lower overall reward motivation and indications of reduced ‘liking’ adaptation. In conclusion, these findings suggest that deficits in reward motivation adaptation were not clearly observable when subclinical depression or social anhedonia were considered in isolation, but may emerge when depressive status and broader measures of anhedonia co-occur, though this pattern requires confirmation in larger and more diverse samples. Full article

This study investigates how innovative social media marketing activities influence consumer inspiration, food pleasure, and behavioral intentions in the context of hedonic food consumption and digital marketing innovation. Data collected from 425 consumers who had tried Dubai chocolate products in Türkiye were analyzed using the partial least squares structural equation modeling (PLS-SEM) method with SmartPLS 4 software. The results indicate that personalization, trendiness, and advertisement dimensions significantly enhance consumer inspiration, whereas entertainment and interaction dimensions show no significant effects. Consumer inspiration positively influences repurchase intention, recommendation intention, willingness to pay more, and food pleasure. Furthermore, food pleasure exerts a significant positive effect on recommendations and willingness to pay more but not on repurchase intention. Mediation analysis revealed that food pleasure partially mediates the relationships between consumer inspiration, recommendation intention, and willingness to pay more, whereas no mediating effect was found for repurchase intention. These findings contribute to innovation and knowledge literature by demonstrating how digital marketing activities foster emotional engagement, enhance consumer experiences, and promote sustainable behavioral intentions in the hedonic food sector. Full article

The highly competitive nature of the online food delivery (OFD) market faces a serious retention problem, with acquiring new users typically being much more expensive than retaining existing users. Traditional prediction methods that rely primarily upon static transactional metrics such as recency and frequency are often unable to capture the psychological ‘disconfirmation’ which occurs prior to churn. To fill this gap, this study proposes a framework based on Expectation-Confirmation Theory (ECT). Unsupervised K-Means clustering was employed to classify a simulated and filtered dataset with 1500 customer records containing behaviour, geography, etc. This framework also couples sentiment analysis from BERT, allowing it to identify psychological “silent” attrition. Heterogeneous cohorts, which exhibit different psychological antecedents (utilitarian versus hedonic), were identified. The empirical results of our analyses demonstrated that Random Forest Classifiers with segment-specific features outperform baseline transactional models (F1 = 0.76) with an F1 Score of 0.89. The visual analytic interface developed provides a holistic view of the consumption process than traditional prediction models, including prescriptive, automated segment-based mitigation strategies. Our findings contradict the assumption that the “frequency–loyalty” model applies to all users. High-frequency discretionary users are found to be elastic in terms of retention and will experience significant churn. By utilising the automated action log, managers can plan targeted, highly efficient retention strategies rather than blanket discounting approaches. Full article