Search Results (110)

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 study explores entertainment consumption patterns in Romania, a transitional digital culture characterized by high digital connectivity but underdeveloped physical infrastructure. Employing a dual qualitative coding methodology, this research combines inductive analysis of consumer focus groups with deductive analysis of expert interviews, enabling a multi-layered interpretation of both overt behaviors and latent emotional drivers. Seven key thematic dimensions, motivational depth, perceived barriers, emotional needs, clarity of preferences, future behavioral intentions, social connection, and identity construction, were analyzed and compared using a Likert-based scoring framework, supported by a radar chart and comparison matrix. Findings reveal both convergence and divergence between consumer and expert perspectives. While consumers emphasize immediate experiences and logistical constraints, experts uncover deeper emotional motivators such as validation, mentorship, and identity formation. This behavioral–emotional gap suggests that, although digital entertainment dominates due to accessibility, it often lacks the emotional richness associated with physical formats, which are preferred but less accessible. This study underscores the importance of triangulated qualitative inquiry in revealing not only stated preferences but also unconscious psychological needs. It offers actionable insights for designing emotionally intelligent and culturally responsive entertainment strategies in digitally saturated yet infrastructure-limited environments. Full article

With the increasing application of digital interactive installations in museums, their role in enhancing audience engagement and cultural dissemination effectiveness has become prominent. However, ensuring the sustained use of these technologies remains challenging. Based on distributed cognition and perceived value theories, this study investigates key factors influencing users’ continuous usage of digital interactive installations using the Capital Museum in Beijing as a case study. A theoretical model was constructed and empirically validated through Bayesian Structural Equation Modeling (Bayesian-SEM) with 352 valid samples. The findings reveal that perceived ease of use plays a critical direct predictive role in continuous usage intention. Environmental factors and peer interaction indirectly influence user behavior through learner engagement, while user satisfaction serves as a core mediator between perceived ease of use and continuous usage intention. Notably, perceived usefulness and entertainment showed no direct effects, indicating that convenience and social experience outweigh functional benefits in this context. These findings emphasize the importance of optimizing interface design, fostering collaborative environments, and enhancing user satisfaction to promote sustained participation. This study provides practical insights for aligning digital innovation with audience needs in museums, thereby supporting the sustainable integration of technology in cultural heritage education and preservation. Full article

With the advancement of immersive technologies, metaverse museum exhibitions have become an increasingly important medium through which audiences access cultural content and experience artistic works. This study aims to identify the key factors influencing visitors’ processual experiences in metaverse museum exhibitions and to explore how these factors collectively contribute to the formation of satisfaction with the visiting experience. Adopting an interdisciplinary theoretical perspective, the study integrates the Experience Economy theory with the Stimulus–Organism–Response (SOR) model to construct a systematic theoretical framework. This framework reveals how exhibition-related stimuli affect visitors’ behavioral intentions through psychological response pathways. Specifically, perceived educational appeal, interactive entertainment, escapist experience, and perceived visual aesthetics are defined as stimulus variables, while psychological immersion, emotional trigger, and cognitive engagement are introduced as organismic variables to explain their effects on satisfaction with the visiting experience and social sharing intention as response variables. Based on 507 valid responses, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for empirical analysis. The results indicate that interactive entertainment and escapist experience have significant positive effects on psychological responses, serving as key drivers of deep visitor engagement. Emotional Trigger acts as a significant mediator between exhibition stimuli and satisfaction with the visiting experience, which in turn significantly predicts social sharing intention. In contrast, perceived educational appeal and perceived visual aesthetics exhibit weaker impacts at the cognitive and behavioral levels. This study not only identifies these weakened pathways but also proposes optimization strategies grounded in experiential construction and cognitive synergy, offering guidance for enhancing the educational function and deep experiential design of metaverse exhibitions. The findings validate the applicability of the Experience Economy theory and the SOR model in metaverse cultural contexts and deepen our understanding of the psychological mechanisms underlying immersive cultural experiences. This study further provides a pathway for shifting exhibition design from a “content-oriented” to an “experience-driven” approach, offering theoretical and practical insights into enhancing audience engagement and cultural communication effectiveness in metaverse museums. 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

This study aimed to explore how social media usage influenced both parent and adolescent mental health and social identity during and after the COVID-19 pandemic through the theoretical foundational lens of social comparison theory. In-depth interviews with 24 mothers of adolescent children (ages 10–19) were conducted to address the research questions. Qualitative thematic analysis of the interview transcripts revealed eight emerging themes: (1) learning and entertainment, (2) maternal fears related to content binging and cyberbullying, (3) finding connection and comfort through social media during the pandemic, (4) ongoing digital care work as lasting maternal labor, (5) iterative dialogue: platform restrictions and content curation boundaries, (6) upward and downward social comparison, (7) fear of missing out (FoMO), and (8) third-person perception (TPP). The findings show that mothers perceive social media usage as either beneficial or harmful among adolescents (their children); upward and downward social comparison via social media exhibits more dynamic mechanisms. Moreover, this study enhances our theoretical understanding by linking social media usage to social identity, social comparison, and mental health during a global health crisis. Full article

This study examines the psychological mechanisms through which BTS’s perceived star attributes—expertise, authenticity, likability, and similarity—influence fan loyalty within fandom-driven tourism. Anchored in activity theory and content theory of motivation, the proposed model identifies psychological need fulfillment and emotional satisfaction as sequential mediators linking celebrity perception to loyalty behaviors. Data were obtained from 916 BTS fans across six English-speaking countries via a structured online survey. To test the hypothesized relationships, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed. Results demonstrate that perceived star attributes significantly enhance psychological need fulfillment, which subsequently predicts emotional satisfaction and loyalty. Additionally, the attributes exert direct effects on emotional satisfaction, supporting both reflective and intuitive engagement pathways. All hypothesized paths were statistically significant, and the model exhibited strong overall fit (SRMR = 0.039; NFI = 0.875). Theoretically, this study advances loyalty research by foregrounding the roles of symbolic consumption, emotional resonance, and identity-based alignment in global fandom contexts. Practically, the findings offer insights for tourism marketers, destination planners, and entertainment brands seeking to design emotionally immersive, narrative-rich tourism experiences. Recommendations are provided for developing BTS-themed content aligned with fans’ identity motivations to foster sustained emotional engagement and destination loyalty. Full article

Technological developments and the integration of social media into journalistic practices have transformed the media landscape, changing how information is gathered, produced, and shared. This evolution poses challenges, including the lack of clear guidelines and practical tools for ensuring the quality of digital news content. To address these issues, IQJournalism, an intelligent quality prediction advisor, was developed. This paper outlines the methodology for the development of IQJournalism, a platform that leverages advanced AI technologies to process Greek news articles and provide real-time editing recommendations on various dimensions, including language quality, subjectivity level, emotionality, entertainment, and social media engagement. First, a qualitative study was conducted through semi-structured, in-depth interviews with 20 experts, academic researchers and media professionals to identify indicators of perceived quality in journalism. These insights were then transformed into measurable features, which served as training data for explainable machine learning-based models for quality categorization and prediction. Finally, the IQJournalism platform was designed following a user-centered iterative process that included prototyping, testing, and redesigning. The innovative approach aims to serve as a valuable tool for improving journalistic quality, contributing to more reliable and engaging online news content. Importantly, the platform is not limited to the journalistic sector, but can also be used to optimize content in various areas, such as marketing, political, and strategic communication, supporting editors seeking to improve the quality and impact of their writing. Full article

Fashion live commerce has rapidly emerged as a compelling format that blends entertainment, real-time interaction, and product promotion. However, limited research has examined how specific experiential and perceptual factors influence consumer behavior in this context. This study aims to identify the key psychological and environmental drivers of satisfaction, continued platform use, and purchase intention among viewers of fashion live commerce. Using the stimulus–organism–response framework, this research focuses on the effects of perceived credibility, social media influencer characteristics, informativeness, internal shop environment, and monetary savings. Data were collected from 300 users of fashion live commerce platforms and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that all predictor variables significantly influence either satisfaction or current use, and both satisfaction and current use significantly predict purchase intention. Among the factors, satisfaction plays a central role, acting as a strong predictor for both current engagement and future buying decisions. These findings offer theoretical insights into consumer engagement in live commerce and provide practical guidance for streamers, marketers, and platform designers aiming to improve user experience and conversion rates. This study contributes to understanding the evolving dynamics of digital shopping environments shaped by social and emotional interactions. Full article

As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influence purchase intention. Perceived value is a key predictor of consumer behavior, while consumer engagement enhances perceived value and marketing effectiveness. Additionally, the moderating roles of source credibility and generational cohort remain underexplored. This study examines these relationships through a survey of 331 Chinese Generation Y and Z consumers, analyzed using structural equation modeling (SEM). The results show that informativeness, entertainment, and incentives positively influence purchase intention, while novelty has a negative effect. Consumer engagement drives purchase intention and enhances perceived value. Source credibility and generational cohort moderate these effects. When source credibility is low, novelty reduces purchase intention, while incentives increase it. High source credibility makes consumer engagement more influential. Informativeness enhances purchase intention among Generation Y, whereas Generation Z is more influenced by consumer engagement. This study extends research on advertising value and consumer engagement, offering insights for brands optimizing virtual influencer marketing strategies across different consumer segments. Full article

Whether it is asking Alexa to set a reminder or having Google Assistant place a call, AI-powered assistants are becoming an increasingly seamless part of our daily lives. This study aims to address what predicts the users’ satisfaction with Alexa by analyzing the using motives, cognitive involvement, and emotional involvement of its consumers. The variables include using motives, attention, elaboration, emotional involvement, and usage satisfaction. Alexa users (N = 299) completed a brief online survey, including Scales of Using Motives for Media, the Perceived Attention Scale, the Elaboration Scale, the Mood Adjective Check List Scale, and Television Viewing Satisfaction Scale. Participants who were at least eighteen years of age and owned and used Alexa were included in this study. An exploratory factor analysis revealed four distinct types of motivation for using Alexa: Companionship, Entertainment–Information, Work-Efficiency, and Pastime. The results from hierarchical regressions showed that Alexa usage satisfaction was predicted by Entertainment–Information and feeling positive emotions while using. Full article

Over the past two decades, transitional justice has become a central concern in Taiwan’s cultural and political landscape. This study investigates how 1029 visitors from Taiwan, Sinophone regions (China, Hong Kong, Macau, Malaysia), and international backgrounds engage with digital interpretation systems at the Chiang Kai-shek Memorial Hall (CKSMH)—a politically sensitive site associated with Taiwan’s authoritarian past. Using a mixed-methods approach combining surveys and qualitative responses, the study analyzes cross-cultural differences in visitor motivation, use of digital tools, perceived experiential value, satisfaction, and behavioral intention. Results show that international visitors reported higher levels of engagement and satisfaction, particularly in educational, esthetic, entertainment, and escapist dimensions. In contrast, Sinophone visitors expressed lower satisfaction and more frequent discomfort with the site’s historical narrative. Key factors such as language accessibility, cultural proximity, and usability influenced how visitors perceived the digital content. The findings suggest that interactive digital tools can support both cultural engagement and critical reflection while also revealing tensions in memory politics at sites of transitional justice. Full article

This study explores the relationship between perceived quality and happiness among self-driving tourists, focusing on the impact of the self-driving journey and sightseeing stages on multi-stage satisfaction and happiness. An online survey was conducted, and a Structural Equation Model (SEM) of perceived quality, satisfaction, and happiness was constructed to test the hypotheses. The results indicate that overall satisfaction with the self-driving experience significantly affects tourists’ happiness, with the indirect effect of attraction satisfaction being particularly notable. Perceived quality indirectly influences happiness by enhancing satisfaction, with key factors including unique attractions, guide services, and innovative entertainment products. Additionally, the development of self-driving parking facilities, public information dissemination, road key nodes and scenery design, and vehicle intelligence levels are critical to enhancing tourists’ happiness. This study provides a theoretical basis for improving the overall tourism experience. Full article

Gaming is one of the largest industries of digital entertainment. Modern gaming software may be susceptible to command execution delay, which may be caused by various factors, such as insufficient rendering capabilities or limited network resources. At the time of writing this paper, the utilized advances in gaming are often accompanied by brief descriptions when communicated to the users. While such descriptions may be compressed into a couple of words, even a single word may impact user experience. Due to the cognitive bias induced by the labeling effect, the impact of such a word may actually be more significant than what the user genuinely perceives. In this paper, we investigate the influence of the labeling effect on the perception of command execution delay in gaming. We carried out a series of subjective tests to measure how the word “optimized” affects gaming experience. The test variables of our experiment were the added delay between command and execution, the speed of the game, and the label that was assigned to gaming sequences. The test participants were tasked to directly compare gaming sequences with the different labels assigned: “optimized” and “not optimized”. In every comparison, both sequences had the same objective characteristics; only the label differed. The experiment was conducted on single-input and continuous-input computer games that we developed for this research. The obtained results indicate that for both of these input types, the labeling effect has a statistically significant impact on perceived delay. Overall, more than 70% of the subjective ratings were affected by the assigned labels. Moreover, there is a strong correlation between the amount of delay and the effect of cognitive bias. The speed of the game also affected the obtained results, yet statistically significant differences were only measured between the slowest and the fastest gameplay. Full article

Background/Objectives: Aquagym is a form of practicing aerobic gymnastics to stay fit, which is constantly progressing in line with the dynamics of market growth and the fitness industry, bringing benefits to physical and mental health. The purpose of the study was to identify the level of popularity of this sport among people aged 20–65 years and to highlight the benefits of practicing aquagym. Methods: This quantitative research study was designed to use a structured questionnaire to collect data from 150 participants. The sample was chosen to reflect various age groups and to ensure representativeness for the general population interested in physical activity. Participants were divided by gender into two age categories, under 45 and over 45, in order to examine differences in preferences and perceptions between these age segments. For the analysis of between-group differences, we used the Chi-Square and Cramer’s V tests, and for the profile of respondents, a Two-Step Cluster Analysis was applied. Results: Regarding knowledge of the aquagym concept, there is a notable discrepancy between females and males, with significantly more women (54%) than men (18%) stating that they are familiar with this concept. Among the perceived benefits of water gymnastics, most responses indicate maintaining muscle tone (25% women and 14% men) and a fun way to stay fit (20% women and 11% men). Young people under 45 years of age tend to attach more importance to the social and entertaining aspects of aquagym. As for the improvement in quality of life by practicing water gymnastics, a large number of respondents (82%) rated this contribution with a score of 4 or 5 on a 5-point scale, meaning that the positive impact of this activity was highly appreciated. Conclusions: Aquagym lessons are perceived as both an effective form of exercise for health improvement and a means of socialization. The outcomes of the study highlight the opportunity to continuously promote and develop gymnastics in the aquatic environment as an accessible and enjoyable form of physical activity for all ages. Full article