This study explores consumer ethnocentrism (CET), distinguishing between Hard Ethnocentrism (HET) and Soft Ethnocentrism (SET), and their impact on Purchase Intentions (PIN), with gender as a moderating variable. Data from 372 Latin American native consumers were collected via an electronic...

Live-streaming e-commerce is revolutionizing online retail by fostering real-time consumer engagement, yet limited research explores how streamer and platform characteristics jointly influence trust and drive consumer engagement behaviors (CEB). This study examines how streamer attributes...

In the growing social commerce landscape, addressing seller uncertainty has become critical for fostering consumer trust and enhancing purchase decisions. Seller uncertainty, often driven by information asymmetry and a lack of trust signals, can significantly hinder transactions on these...

Grounded in consumer motivation theory, this study examined how trust in AI, along with its credibility and versatility, drives consumers to adopt AI in online retail, ultimately improving consumer satisfaction and happiness. Survey data from 1,471 consumers in Spain were analysed to scrutinise...

Super apps enable consumers to access multiple services through a single mobile application. Platforms like WeChat, Alipay, KakaoTalk, and LINE have already been widely adopted across many Asian markets. This study aims to develop a greater understanding of consumers' preferences for super app...

Because the Chinese movie market is regarded as the second-largest market worldwide, with digital advertising accounting for more than 50 % of a film's total expenditure, exploring the marketing effects of social platforms on box office performance in China is crucial for Hollywood studios. In...

Artificial intelligence technology is increasingly becoming integral in business, and banks need to implement this technology on a large scale for competitiveness. However, studies on artificial intelligence in the banking sector are limited, and customers are concerned about its implementation....