...Yixin Gu; Ziwei Guo; Junyi Hao Purpose This study investigates how key characteristics of AI-generated virtual streamers – perceived authenticity, anthropomorphism, social presence and interactivity – influence consumer patronage intentions in live-streaming commerce. It further examines the dual...

...Chen Chen; Jia Luo; Jiajing Hu Purpose Marketers of new brands increasingly utilize complex names to draw consumers’ attention. Although complexity can make a brand stand out, whether it encourages or discourages consumers’ patronage intention remains unclear. To address this issue, the research...

... such experiences evoke. The current study aims to investigate how multisensory experiences induce hedonic emotions in retail shoppers. It explores the mediating role of hedonic emotions in between multisensory experiences and shopping mall patronage intention. Design/methodology/approach The study...

...Ling Ling Tan Purpose This study aims to investigate the relationships among monetary cost (stimulus), perceived greenwash fear, attitude and perceived behavioural control (organism-related factors) and green hotel patronage intention (response) using the stimulus-organism-response (S-O-R) model...

...% (moderate) and 50% (high). Findings The study found that consumers are likely to feel more surprised and less discontented when being offered a higher discount. The emotions further significantly impact their anticipated regret. Further, different discount levels influence patronage intention...