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Search Results (19,410)

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19 pages, 470 KiB  
Article
Differential and Integral Equations Involving Multivariate Special Polynomials with Applications in Computer Modeling
by Mohra Zayed, Taghreed Alqurashi, Shahid Ahmad Wani, Dixon Salcedo and Mohammad Esmael Samei
Fractal Fract. 2025, 9(8), 512; https://doi.org/10.3390/fractalfract9080512 - 5 Aug 2025
Abstract
This work introduces a new family of multivariate hybrid special polynomials, motivated by their growing relevance in mathematical modeling, physics, and engineering. We explore their core properties, including recurrence relations and shift operators, within a unified structural framework. By employing the factorization method, [...] Read more.
This work introduces a new family of multivariate hybrid special polynomials, motivated by their growing relevance in mathematical modeling, physics, and engineering. We explore their core properties, including recurrence relations and shift operators, within a unified structural framework. By employing the factorization method, we derive various governing equations such as differential, partial differential, and integrodifferential equations. Additionally, we establish a related fractional Volterra integral equation, which broadens the theoretical foundation and potential applications of these polynomials. To support the theoretical development, we carry out computational simulations to approximate their roots and visualize the distribution of their zeros, offering practical insights into their analytical behavior. Full article
34 pages, 2291 KiB  
Article
A Study of Periodicities in a One-Dimensional Piecewise Smooth Discontinuous Map
by Rajanikant A. Metri, Bhooshan Rajpathak, Kethavath Raghavendra Naik and Mohan Lal Kolhe
Mathematics 2025, 13(15), 2518; https://doi.org/10.3390/math13152518 - 5 Aug 2025
Abstract
In this study, we investigate the nonlinear dynamical behavior of a one-dimensional linear piecewise-smooth discontinuous (LPSD) map with a negative slope, motivated by its occurrence in systems exhibiting discontinuities, such as power electronic converters. The objective of the proposed research is to develop [...] Read more.
In this study, we investigate the nonlinear dynamical behavior of a one-dimensional linear piecewise-smooth discontinuous (LPSD) map with a negative slope, motivated by its occurrence in systems exhibiting discontinuities, such as power electronic converters. The objective of the proposed research is to develop an analytical approach. Analytical conditions are derived for the existence of stable period-1 and period-2 orbits within the third quadrant of the parameter space defined by slope coefficients a<0 and b<0. The coexistence of multiple attractors is demonstrated. We also show that a novel class of orbits exists in which both points lie entirely in either the left or right domain. These orbits are shown to eventually exhibit periodic behavior, and a closed-form expression is derived to compute the number of iterations required for a trajectory to converge to such orbits. This method also enhances the ease of analyzing system stability by mapping the state–variable dynamics using a non-smooth discontinuous map. The analytical findings are validated using bifurcation diagrams, cobweb plots, and basin of attraction visualizations. Full article
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15 pages, 305 KiB  
Article
Owner Awareness, Motivation and Ethical Considerations in the Choice of Brachycephalic Breeds: Evidence from an Italian Veterinary Teaching Hospital Survey
by Giovanna Martelli, Fabio Ostanello, Margherita Capitelli and Marco Pietra
Animals 2025, 15(15), 2288; https://doi.org/10.3390/ani15152288 - 5 Aug 2025
Abstract
The recent surge in the popularity of brachycephalic dog breeds has raised concerns about their predisposition to serious health issues linked to breed-specific morphological traits. This study examined the demographic characteristics, motivations, and awareness of owners regarding welfare issues in four brachycephalic breeds [...] Read more.
The recent surge in the popularity of brachycephalic dog breeds has raised concerns about their predisposition to serious health issues linked to breed-specific morphological traits. This study examined the demographic characteristics, motivations, and awareness of owners regarding welfare issues in four brachycephalic breeds (French Bulldogs, Bulldogs, Pugs, Boston Terriers). Methods: A total of 497 owners of brachycephalic dogs examined over six years at an Italian university veterinary hospital were considered; a subset of 75 owners completed a structured questionnaire. Based on responses to a key multiple-choice question about the main reason for breed choice, owners were classified into three groups: trend-driven (aesthetics/fashion), value-oriented (intelligence/behavior), and indeterminate. Results: Gender distribution did not differ significantly compared to the overall population, but brachycephalic owners were significantly younger (p < 0.001). Value-oriented owners were significantly more likely (p < 0.01) to consult a veterinarian before acquisition and showed better understanding of typical respiratory issues, which did not affect their purchasing decision. Trend-driven owners were more influenced by public figures (p < 0.05) and less engaged in preventive care. Conclusion: Our findings highlight the need for pre-acquisition veterinary counseling. Veterinarians can also assist breeders by promoting awareness of the ethical risks of selecting extreme traits in dogs. Full article
(This article belongs to the Special Issue Empirical Animal and Veterinary Medical Ethics)
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18 pages, 2763 KiB  
Article
Enhancing Students’ Interest in Physics Concepts with a Low-Cost STEM Tool Focused on Motivation in Rural Areas of Developing Countries
by René Flores-Godínez, Antonio Alarcón-Paredes, Iris Paola Guzmán-Guzmán, Yanik Ixchel Maldonado-Astudillo and Gustavo Adolfo Alonso-Silverio
Educ. Sci. 2025, 15(8), 994; https://doi.org/10.3390/educsci15080994 (registering DOI) - 5 Aug 2025
Abstract
Physics concepts are considered an essential component of STEM (science, technology, engineering, and mathematics) education and fundamental for economic and technological development in the world. However, there can be student academic underperformance, such as the school environment, learning media and infrastructure, student interest [...] Read more.
Physics concepts are considered an essential component of STEM (science, technology, engineering, and mathematics) education and fundamental for economic and technological development in the world. However, there can be student academic underperformance, such as the school environment, learning media and infrastructure, student interest and emotions, as well as social and economic development factors in communities. These problems are even more acute in rural areas of developing countries, where poverty is high and teachers often lack the necessary technological skills. The aim of this study was to evaluate the impact of a low-cost STEM tool focused on motivation in learning, in terms of five variables of interest in physics in rural areas, as well as the durability of the tools used to learn 12 physics concepts. A quasi-experimental study was conducted with the participation of 78 high school students, with an average age of 15.82 years, in a rural area of Guerrero, Mexico. The results showed that using the STEM tool significantly increased students’ interest in learning methodology, active participation, and attitude towards physics, facilitating the teacher’s work. In addition, the 3D construction kit used in the experimentation, besides being low-cost, proved to be affordable and durable, making it ideal for use in rural areas. Full article
(This article belongs to the Special Issue Interdisciplinary Approaches to STEM Education)
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18 pages, 473 KiB  
Article
Motivation, Urban Pressures, and the Limits of Satisfaction: Insights into Employee Retention in a Changing Workforce
by Rob Kim Marjerison, Jin Young Jun, Jong Min Kim and George Kuan
Systems 2025, 13(8), 661; https://doi.org/10.3390/systems13080661 - 5 Aug 2025
Abstract
This study aims to clarify how different types of motivation influence employee retention by identifying the distinct roles of intrinsic and extrinsic factors in shaping job satisfaction, particularly under varying levels of urban stress and generational identity. Drawing on Herzberg’s Two-Factor Theory and [...] Read more.
This study aims to clarify how different types of motivation influence employee retention by identifying the distinct roles of intrinsic and extrinsic factors in shaping job satisfaction, particularly under varying levels of urban stress and generational identity. Drawing on Herzberg’s Two-Factor Theory and Self-Determination Theory, we distinguish between intrinsic drivers (e.g., autonomy, achievement) and extrinsic hygiene factors (e.g., pay, stability). Using survey data from 356 Chinese employees and applying PLS-SEM with a moderated mediation design, we investigate how urbanization and Generation Z moderate these relationships. Results show that intrinsic motivation enhances satisfaction, especially in urban settings, while extrinsic factors negatively affect satisfaction when perceived as insufficient or unfair. Job satisfaction mediates the relationship between motivation and retention, although this effect is weaker among Generation Z employees. These findings refine motivational theories by demonstrating how environmental pressure and generational values jointly shape employee attitudes. The study contributes a context-sensitive framework for understanding retention by integrating individual motivation with macro-level moderators, offering practical implications for managing diverse and urbanizing labor markets. Full article
(This article belongs to the Section Systems Practice in Social Science)
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9 pages, 262 KiB  
Article
The Hyperbolically Symmetric Black Hole
by Luis Herrera and Louis Witten
Entropy 2025, 27(8), 831; https://doi.org/10.3390/e27080831 (registering DOI) - 5 Aug 2025
Abstract
We describe some properties of the hyperbolically symmetric black hole (hereafter referred to as the HSBH) proposed a few years ago. We start by explaining the main motivation behind such an idea, and we determine the main differences between [...] Read more.
We describe some properties of the hyperbolically symmetric black hole (hereafter referred to as the HSBH) proposed a few years ago. We start by explaining the main motivation behind such an idea, and we determine the main differences between this scenario and the classical black hole (hereafter referred to as the CBH) scenario. Particularly important are the facts that, in the HSBH scenario, (i) test particles in the region inside the horizon experience a repulsive force that prevents them from reaching the center, (ii) test particles may cross the horizon outward only along the symmetry axis, and (iii) the spacetime within the horizon is static but not spherically symmetric. Next, we examine the differences between the two models of black holes in light of the Landauer principle and the Hawking results on the eventual evaporation of the black hole and the paradox resulting thereof. Finally, we explore what observational signature could be invoked to confirm or dismiss the model. Full article
22 pages, 1275 KiB  
Article
From Commitment to Action: The Mediating Effect of Environmental Identity in Green Buying, with Eco-Conscious Behavior as a Moderator
by Hebatallah A. M. Ahmed, Abdelrahman A. A. Abdelghani, Sameh Fayyad and Kareem A. Rashwan
Adm. Sci. 2025, 15(8), 303; https://doi.org/10.3390/admsci15080303 - 5 Aug 2025
Abstract
Understanding the factors that drive green buying intentions has become critical, as environmental issues continue to rise globally. The study investigates the influence of environmental commitment and green motivation on environmental identity and green purchasing intentions. Additionally, it assesses the mediating role of [...] Read more.
Understanding the factors that drive green buying intentions has become critical, as environmental issues continue to rise globally. The study investigates the influence of environmental commitment and green motivation on environmental identity and green purchasing intentions. Additionally, it assesses the mediating role of environmental identity in the relationships between environmental commitment, green motivation, and green purchasing intentions. Moreover, it examines the moderating effect of eco-conscious behaviour on the relationships between environmental commitment, green motivation, green identity, and green purchasing intentions. A total of 440 participants, who stayed in high-rate hotels in Sharm el-Sheikh, were asked to fill out the survey distributed. (PLS-SEM) was used to analyze data. The study outcomes confirmed that environmental commitment and green motivation significantly affect green identity and purchasing behavior. Besides, the results showed the essential mediator contribution of the environmental identity between environmental commitment and green motivation. In addition, it explains eco-conscious behavior as a moderator between the previously mentioned variables. The study contributes to the existing tourism literature by demonstrating the impact of green commitment and environmental motivation on making choices to buy eco-friendly products. Moreover, the results hold significant implications for researchers, policymakers, and tourism stakeholders. Full article
(This article belongs to the Special Issue Tourism and Hospitality Marketing: Trends and Best Practices)
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19 pages, 1155 KiB  
Article
Role of Egoistic and Altruistic Values on Green Real Estate Purchase Intention Among Young Consumers: A Pro-Environmental, Self-Identity-Mediated Model
by Princy Roslin, Benny Godwin J. Davidson, Jossy P. George and Peter V. Muttungal
Real Estate 2025, 2(3), 13; https://doi.org/10.3390/realestate2030013 - 5 Aug 2025
Abstract
This study explores the role of egoistic and altruistic values on green real estate purchase intention among young consumers in Canada aged between 20 and 40 years. In addition, this study examines the mediating effects of pro-environmental self-identity between social consumption motivation and [...] Read more.
This study explores the role of egoistic and altruistic values on green real estate purchase intention among young consumers in Canada aged between 20 and 40 years. In addition, this study examines the mediating effects of pro-environmental self-identity between social consumption motivation and green real estate purchase intention. A quantitative cross-sectional research design with an explanatory nature is employed. A total of 432 participating consumers in Canada, comprising 44% men and 48% women, with a graduate educational background accounting for 46.7%, and the ages between 24 and 35 contributing 75.2%, were part of the study, and the data collection used a survey method with a purposive sampling, followed by a respondent-driven method. Descriptive and inferential statistics were performed on the scales used for the study variables. A structural equational model and path analysis were conducted to derive the results, and the relationships were positive and significant. The study results infer the factors contributing to green real estate purchase intention, including altruistic value, egoistic value, social consumption motivation, and pro-environmental self-identity, with pro-environmental self-identity mediating the relationship. This study emphasizes the relevance of consumer values in real estate purchasing decisions, urging developers and marketers to prioritize ethical ideas, sustainable practices, and building a feeling of belonging and social connectedness. Offering eco-friendly amenities and green construction methods might attract clients, but creating a secure area for social interaction is critical. To the best of the authors’ knowledge, this research is the first to explore the role of egoistic and altruistic values on purchase intention, mainly in the housing and real estate sector, with the target consumers being young consumers in Canada. Full article
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14 pages, 288 KiB  
Article
Cross-Regional Students’ Engagement and Teacher Relationships Across Online and In-School Learning
by Huiqi Hu, Yijun Wang and Wolfgang Jacquet
Educ. Sci. 2025, 15(8), 993; https://doi.org/10.3390/educsci15080993 (registering DOI) - 5 Aug 2025
Abstract
This study examines how teacher–student relationships and school engagement change across online and in-school learning, based on the experiences of 105 cross-regional secondary vocational students in China. Using questionnaire surveys, the study explores students’ perceptions and learning needs in both settings. The findings [...] Read more.
This study examines how teacher–student relationships and school engagement change across online and in-school learning, based on the experiences of 105 cross-regional secondary vocational students in China. Using questionnaire surveys, the study explores students’ perceptions and learning needs in both settings. The findings confirm that teachers play a consistently positive role in promoting student engagement across both online and in-school learning modalities. While affective engagement was higher during online learning, driven by stronger teacher responsiveness and improved student–teacher relationships, students reported increased pride in their schools after returning home, reflecting a renewed appreciation. In-school learning was associated with higher behavioral engagement and greater motivation, despite tensions over intensified academic tasks. Online learning facilitated cognitive engagement through easier vocabulary searches; nevertheless, poor home environments reduced motivation. Enhancing engagement may require offering students autonomy, valuing their input, and clarifying the relevance of the learning content. Full article
14 pages, 638 KiB  
Article
Implementation and Evaluation of a VR/AR-Based Assistive Technology for Dyslexic Learners: An Exploratory Case Study
by María Lozano-Álvarez, Sonia Rodríguez-Cano, Vanesa Delgado-Benito and Miguel Ángel García-Delgado
Societies 2025, 15(8), 215; https://doi.org/10.3390/soc15080215 - 4 Aug 2025
Abstract
This exploratory case study investigates the implementation and educational impact of a Virtual Reality (VR)- and Augmented Reality (AR)-based assistive technology developed to support learners with dyslexia. The intervention, delivered via mobile devices and VR headsets, incorporated gamified and interactive content aimed at [...] Read more.
This exploratory case study investigates the implementation and educational impact of a Virtual Reality (VR)- and Augmented Reality (AR)-based assistive technology developed to support learners with dyslexia. The intervention, delivered via mobile devices and VR headsets, incorporated gamified and interactive content aimed at enhancing cognitive skills such as attention, inhibition, narrative memory, and phonological awareness. Two in-depth case studies were conducted with primary school students formally diagnosed with dyslexia. Cognitive performance was assessed using the NEPSY-II neuropsychological battery, and user experience was evaluated using the Technology Acceptance Model (TAM). The results showed positive trends in executive function and language-related skills, as well as high motivation and satisfaction. While these findings suggest promising benefits of immersive educational technologies in dyslexia intervention, conclusions regarding efficacy cannot be drawn due to the limited sample size. Further research with larger and controlled designs is needed to validate these initial observations. Full article
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17 pages, 4522 KiB  
Article
A Blue LED Spectral Simulation Method Using Exponentially Modified Gaussian Functions with Superimposed Asymmetric Pseudo-Voigt Corrections
by Hongru Zhuang, Yanfei Wang, Caihong Dai, Ling Li, Zhifeng Wu and Jiang Pan
Photonics 2025, 12(8), 788; https://doi.org/10.3390/photonics12080788 (registering DOI) - 4 Aug 2025
Abstract
Accurately simulating the asymmetric spectral profiles of blue LEDs is crucial for photobiological research, yet it remains a challenge for traditional symmetric models. This study proposes a novel spectral simulation model that effectively captures these asymmetries. The proposed model structure is partly motivated [...] Read more.
Accurately simulating the asymmetric spectral profiles of blue LEDs is crucial for photobiological research, yet it remains a challenge for traditional symmetric models. This study proposes a novel spectral simulation model that effectively captures these asymmetries. The proposed model structure is partly motivated by known broadening and dispersion mechanisms observed in real LED spectra; it employs a ‘base model + correction’ framework, where an Exponentially Modified Gaussian (EMG) function captures the primary spectral shape and falling edge and an Asymmetric Pseudo-Voigt (APV) function corrects the deviations on the rising edge. Requiring only the central wavelength and bandwidth as user inputs, the simulation results exhibit a high degree of agreement with the experimental data spectra. The model provides a rapid and robust tool for pre-evaluating light sources against regulatory criteria (e.g., >99% of the spectral intensity is in the 400–500 nm band), thereby enhancing the efficiency of experimental design in blue light protection studies. Full article
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42 pages, 3822 KiB  
Article
The Criticality of Consciousness: Excitatory–Inhibitory Balance and Dual Memory Systems in Active Inference
by Don M. Tucker, Phan Luu and Karl J. Friston
Entropy 2025, 27(8), 829; https://doi.org/10.3390/e27080829 (registering DOI) - 4 Aug 2025
Abstract
The organization of consciousness is described through increasingly rich theoretical models. We review evidence that working memory capacity—essential to generating consciousness in the cerebral cortex—is supported by dual limbic memory systems. These dorsal (Papez) and ventral (Yakovlev) limbic networks provide the basis for [...] Read more.
The organization of consciousness is described through increasingly rich theoretical models. We review evidence that working memory capacity—essential to generating consciousness in the cerebral cortex—is supported by dual limbic memory systems. These dorsal (Papez) and ventral (Yakovlev) limbic networks provide the basis for mnemonic processing and prediction in the dorsal and ventral divisions of the human neocortex. Empirical evidence suggests that the dorsal limbic division is (i) regulated preferentially by excitatory feedforward control, (ii) consolidated by REM sleep, and (iii) controlled in waking by phasic arousal through lemnothalamic projections from the pontine brainstem reticular activating system. The ventral limbic division and striatum, (i) organizes the inhibitory neurophysiology of NREM to (ii) consolidate explicit memory in sleep, (iii) operating in waking cognition under the same inhibitory feedback control supported by collothalamic tonic activation from the midbrain. We propose that (i) these dual (excitatory and inhibitory) systems alternate in the stages of sleep, and (ii) in waking they must be balanced—at criticality—to optimize the active inference that generates conscious experiences. Optimal Bayesian belief updating rests on balanced feedforward (excitatory predictive) and feedback (inhibitory corrective) control biases that play the role of prior and likelihood (i.e., sensory) precision. Because the excitatory (E) phasic arousal and inhibitory (I) tonic activation systems that regulate these dual limbic divisions have distinct affective properties, varying levels of elation for phasic arousal (E) and anxiety for tonic activation (I), the dual control systems regulate sleep and consciousness in ways that are adaptively balanced—around the entropic nadir of EI criticality—for optimal self-regulation of consciousness and psychological health. Because they are emotive as well as motive control systems, these dual systems have unique qualities of feeling that may be registered as subjective experience. Full article
(This article belongs to the Special Issue Active Inference in Cognitive Neuroscience)
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19 pages, 554 KiB  
Systematic Review
Education, Neuroscience, and Technology: A Review of Applied Models
by Elena Granado De la Cruz, Francisco Javier Gago-Valiente, Óscar Gavín-Chocano and Eufrasio Pérez-Navío
Information 2025, 16(8), 664; https://doi.org/10.3390/info16080664 - 4 Aug 2025
Abstract
Advances in neuroscience have improved the understanding of cognitive, emotional, and social processes involved in learning. Simultaneously, technologies such as artificial intelligence, augmented reality, and gamification are transforming educational practices. However, their integration into formal education remains limited and often misapplied. This study [...] Read more.
Advances in neuroscience have improved the understanding of cognitive, emotional, and social processes involved in learning. Simultaneously, technologies such as artificial intelligence, augmented reality, and gamification are transforming educational practices. However, their integration into formal education remains limited and often misapplied. This study aims to evaluate the impact of technology-supported neuroeducational models on student learning and well-being. A systematic review was conducted using PubMed, the Web of Science, ScienceDirect, and LILACS, including open-access studies published between 2020 and 2025. Selection and methodological assessment followed PRISMA 2020 guidelines. Out of 386 identified articles, 22 met the inclusion criteria. Most studies showed that neuroeducational interventions incorporating interactive and adaptive technologies enhanced academic performance, intrinsic motivation, emotional self-regulation, and psychological well-being in various educational contexts. Technology-supported neuroeducational models are effective in fostering both cognitive and emotional development. The findings support integrating neuroscience and educational technology into teaching practices and teacher training, promoting personalized, inclusive, and evidence-based education. Full article
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25 pages, 1294 KiB  
Article
Achieving Optimal Distinctiveness in Green Innovation: The Role of Pressure Congruence
by Rong Cong, Hongyan Gao, Liya Wang, Bo Liu and Ya Wang
Systems 2025, 13(8), 657; https://doi.org/10.3390/systems13080657 - 4 Aug 2025
Abstract
As a critical external mechanism driving green innovation, institutional and competitive pressure often coexist and jointly shape firms’ strategic responses. However, existing studies primarily focus on the individual effects of these pressures, with limited attention to their interactive impacts on green innovation. Drawing [...] Read more.
As a critical external mechanism driving green innovation, institutional and competitive pressure often coexist and jointly shape firms’ strategic responses. However, existing studies primarily focus on the individual effects of these pressures, with limited attention to their interactive impacts on green innovation. Drawing on optimal distinctiveness theory, this study proposes a “pressure–response” analytical framework that classifies institutional and competitive pressure combinations into congruent (i.e., high–high or low–low) and incongruent (i.e., high–low or low–high) pressure contexts based on their relative intensities. It further examines how these distinct configurations affect two types of green innovation: strategic green innovation (StrGI) and substantive green innovation (SubGI). Using panel data from Chinese A-share listed firms between 2010 and 2022, the empirical results reveal that under congruent pressure contexts, the alignment of institutional and competitive pressures tends to suppress green innovation. In contrast, under incongruent contexts, the misalignment between the two pressures significantly promotes green innovation. Regarding innovation motivation, the high institutional–low competitive pressure context more significantly promotes StrGI, while the low institutional–high competitive pressure context has a more prominent effect on SubGI. In addition, this study also investigates the mediating roles of StrGI and SubGI on ESG performance. The findings provide theoretical support and policy implications for improving green transition policies and institutional frameworks, as well as promoting sustainable corporate development. Full article
(This article belongs to the Section Systems Practice in Social Science)
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17 pages, 284 KiB  
Article
Exploring the Motivation for Media Consumption and Attitudes Toward Advertisement in Transition to Ad-Supported OTT Plans: Evidence from South Korea
by Sang-Yeon Kim, Jeong-Hyun Kang, Hye-Min Byeon, Yoon-Taek Sung, Young-A Song, Ji-Won Lee and Seung-Chul Yoo
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 198; https://doi.org/10.3390/jtaer20030198 - 4 Aug 2025
Abstract
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 [...] Read more.
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
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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