What Factors Influence User Immersion in South Korea's Metaverse Government Service Platforms?

Government virtual agents are increasingly used in digital government services to facilitate citizen access and interaction. A key challenge, however, is whether AI-mediated services meet citizens’ expectations. Drawing on expectation confirmation theory, this study examines how virtual-real service connection influences public expectation confirmation and investigates the mediating role of AI-driven civic interaction. Survey data were collected from 300 residents in Wuxi, China, who had used the government service digital human “Fubao.” Regression-based mediation analysis was employed to test the proposed relationships. The results show that virtual-real service connection has a significant positive effect on expectation confirmation and that AI-driven civic interaction partially mediates this relationship. These findings highlight the importance of integrating institutional service linkage and interaction quality in the design of AI-enabled government services and provide practical implications for improving expectation confirmation.

This study aims to explore the complex effects of post-purchase retargeting ads on consumer behavior, with a focus on expectation confirmation, satisfaction, and repurchase intentions. Additionally, it examines the influence of time spent online on these effects. Anchored in expectation confirmation theory (ECT), the study analyzes responses from 396 Saudi Arabian e-tourism customers who encountered competitive retargeting ads after purchasing an e-tourism package. The analysis employs partial least squares structural equation modeling (PLS-SEM) and multigroup analysis (MGA) to test the hypotheses. A notable finding is the direct negative impact of retargeting ads on expectation confirmation: increased exposure to such ads post-purchase seems to diminish the perception that initial expectations of the product or service are being met. The negative effect of these ads also indirectly influences satisfaction and repurchase intentions. Furthermore, the MGA results indicate variations in this negative impact based on the time spent online. Specifically, the more time consumers spend online, the stronger the negative impact, leading to a significant decrease in satisfaction and repurchase intentions. These insights reveal the complex nature of post-purchase retargeting ads and underscore the importance of accounting for consumers’ online behavior. They offer valuable direction for marketers to refine retargeting strategies to better resonate with consumer expectations.

Purpose Enterprise information systems (EISs) are intricate technological artifacts with wide user base within organizations. While much is known about the adoption and implementation of EISs, little is known about what subsequently follows them, i.e. the assimilation of EISs. This article aims to examine the assimilation of the EISs which is consequential to realizing any benefits from such enterprise technology. Design/methodology/approach The author conceptually draws on the insights from the expectation confirmation theory, theory of reasoned action, equity theory, and prospect theory to examine the assimilation of the EISs. In doing so, the author generates competing testable hypotheses regarding the relationship between individual users' psychological and social influences through expectation (dis)confirmation and the users' intention to assimilate the EISs. Findings By conceptually articulating the individual users' psychological and social influences through expectation (dis)confirmation, the author offers a more complete account of the assimilation of EISs, and provide several avenues for future empirical and theoretical research on enterprise technology assimilation. Originality/value The extant research that there is on the assimilation of the EISs focuses more on the organizational – as opposed to individual – level determinants of EISs assimilation and largely considers the functional – rather than psychological and social – drivers. This article addresses these important, yet understudied, factors to offer a more nuanced account of EISs assimilation.

The purpose of this study is to understand factors that affect continuance intention of a popular hedonic information system, blogs. The expectation-confirmation theory (ECT) is adapted with perceived enjoyment, habit and user involvement. Data was collected via an online survey. A total of 430 valid responses were collected. The research model was assessed by structural equation modelling (SEM). The results show that continuance intention of blog use was predicted collectively by user involvement, satisfaction and perceived enjoyment. Habit, however, exhibited no strong relationship with satisfaction and use intention. Users' satisfaction with blog use was predicted primarily by perceived enjoyment, followed by users' confirmation of expectation and user involvement. Perceived enjoyment was predicted by users' involvement and users' confirmation of expectation. Blogging time significantly moderates the effect of habit on perceived enjoyment, but not on satisfaction and continuance intention. The integrated model explains 65% of the satisfaction and 57% of continuance intention. The results suggest that integrating perceived enjoyment and user involvement into the ECT provides better insights into continuous use in the blog context.

This study addresses the understanding gap concerning the factors that influence the continuous learning intention of adult learners on online education platforms. The uniqueness and significance of this study stem from its dual focus on both platform features, such as service quality, and course features, including perceived interactivity and added value, aspects often overlooked in previous research. Rooted in Expectation Confirmation Theory, the study constructs a comprehensive model to shed light on the complex interplay of these factors. Empirical evidence collected from a survey of 1592 adult learners robustly validates the effectiveness of this model. The findings of the study reveal that platform service quality, perceived interactivity, and perceived added value significantly amplify adult learners' expectation confirmation and perceived usefulness. These elements subsequently enhance learner satisfaction, fostering their ongoing intention to use online education platforms. These insights offer practical guidance for online education providers, emphasizing the necessity to enhance platform service quality and course features to meet adult learners' expectations and perceived usefulness. The study provides valuable perspectives for devising strategies to boost user satisfaction and stimulate continuous usage intention among adult learners in the intensely competitive online education market. This study enriches the literature by uncovering the relationships among platform features, course features, expectation confirmation, perceived usefulness, and continuous usage intention. By proposing a comprehensive model, this study provides a novel theoretical basis for understanding how platform and course features impact adult learners' ongoing intention to use online education platforms, thereby aiding the evolution and refinement of relevant theories.

Government digital humans represent a significant application of the combination of generative artificial intelligence and digital governance. This study aims to explore the factors influencing public acceptance of government digital humans, providing insights for enhancing their services and user experience. By integrating expectation confirmation theory (ECT) and the technology acceptance model (TAM), this study expands upon ECT by incorporating additional user perception factors. A structural equation model is employed to explain the influencing factors and their interrelationships, while a mediation effect model tests the mechanisms of these factors. The findings indicate that public expectation confirmation enhances satisfaction with government digital humans, which positively impacts acceptance intention. Perceived information quality, perceived intelligence, perceived convenience, perceived attractiveness, perceived usefulness, and artificial intelligence trust collectively mediate the relationship between public expectation confirmation, satisfaction, and acceptance intention. The findings highlight the importance of enhancing the perceived usefulness, perceived intelligence, perceived information quality, and perceived attractiveness of government digital humans. Relevant departments should focus on improving these attributes to optimize digital government services and enhance user experience and utilization rates.

(1) Background: Abundant evidence has shown that the COVID-19 vaccine booster is highly effective against the Omicron variant. It is of great practical significance to explore the factors influencing the intention to receive COVID-19 booster shots. (2) Methods: We introduced expectation confirmation theory as the basis to construct a model of the factors of the vaccination intention for COVID-19 vaccine boosters. We obtained two batches of questionnaires through Chinese social platforms, with a valid sample size of 572. To test the model, we used SmartPLS3.0 software for empirical analysis. (3) Results: In terms of the characteristics of the vaccine itself, perceived vaccine efficacy and perceived vaccine safety had significant positive effects on expectation confirmation. Regarding vaccination services, perceived vaccination convenience also had a significant positive effect on expectation confirmation. Expectation confirmation positively affected the vaccination intention for the COVID-19 vaccine boosters. Furthermore, the results showed two moderating effects: first, health consciousness negatively moderated the positive effect of perceived vaccine safety on expectation confirmation; second, the time interval since the last dose negatively moderated the positive effect of perceived vaccine efficacy on expectation confirmation. (4) Conclusions: Our research demonstrated that there is an expectation confirmation process for previous COVID-19 vaccines before people consider whether to obtain a booster shot. Perceived vaccine efficacy and perceived vaccine safety remained important factors in receiving COVID-19 booster shots, and our conclusions were consistent with previous literature. In this study, multiple dimensions such as distance and cost were used to measure perceived vaccination convenience. This new variable improve the explanatory power of the convenience of the vaccination service and enrich the variables of the factor model of vaccination intention. In addition, the moderating effects of health consciousness and time interval were found. The findings can provide a theoretical reference for public health institutions to help them understand the formation process of people's intention to receive the COVID-19 vaccine booster.

This study investigates the impact of virtual influencers (VIs) on impulsive buying behaviour in e-commerce live streaming (ELS), focusing on the roles of expectation confirmation, parasocial relationships, and influencer-product fit. Drawing from expectation-confirmation theory and parasocial relationship theory, data from 820 valid questionnaires were analysed using partial least squares structural equation modelling (PLS-SEM) and multi-group analysis to compare the effects of human-like and anime-like VIs. The findings reveal that expectation confirmation significantly enhances satisfaction, which drives continuous watching intention and impulsive buying behaviour. Parasocial relationships positively influence satisfaction and continuous watching intention but do not moderate the link between confirmation and satisfaction, while influencer-product fit significantly affects satisfaction and continuous watching intention, partially moderating the confirmation-satisfaction relationship. Notably, anime-like VIs demonstrate stronger effects of parasocial relationships and influencer-product fit on satisfaction and continuous watching intention, respectively, compared to human-like VIs. These findings offer novel insights into the role of VIs in ELS and provide practical guidance for marketers to align VI characteristics with product promotion strategies to enhance engagement and spur impulsive purchases.

Understanding the antecedents and their effects on satisfaction is crucial, especially in consumer marketing. Most investigations in marketing research have used the Expectation–Confirmation Theory (ECT) which is used by the IS researchers too, with a few modifications and have taken the name Expectation–Confirmation Model (ECM). ECM is broadly applied to examine the continuance intention of IS users rather than just to explain satisfaction. Though the name of the model still contains expectation but practically the pre-consumption expectation is replaced by post-consumption expectations, namely, perceived usefulness which is believed to contribute a more meaningful dimension to theory. In IS research, though the dependent variable, continuance usage intention, is quite consistent but the independent variables, logically, are multi-varied as they are considered from contextual perspectives. Consequently, there is no general agreement concerning the definition, relationship, and measurement methods of the constructs neither in ECT nor in ECM. This chapter, therefore, tries to provide a comprehensive and systematic review of the literature pertaining to “expectation–confirmation” issues in order to observe current trends, ascertain the current “state of play,” and to promising lines of inquiry. Findings of this study suggest that positivist and empirical research is predominantly used with most of the samples being university students. Besides, technology acceptance model (TAM) and theory of planned behavior (TPB) are also integrated with ECT and ECM to have a better understanding of consumer behavior. The trend toward integrating and/or incorporating associated variables and constructs from various theories to ECM has a better fit in related areas of applications. Moreover, active researches are highly concentrated in USA, Hong Kong, and Taiwan. Finally, this study proposes research implications for the future.

The Metaverse accelerates the development of the meta-human industry and human-AI interactions in both traditional media outlets and online platforms. As a typical application of meta-human, artificial intelligence (AI) news anchors have been gradually utilized for program reports instead of newscasters in China. In this paper, through the lens of expectation confirmation theory, we establish a conceptual model consisting of perceived anthropomorphism (ANT), perceived intelligence (PI), perceived attractiveness (PA), perceived novelty (PN), information quality (IQ), confirmation of expectation (CE), trust (TRU), and satisfaction (SAT) to explore continuous intention (CI) of watching news reported by AI anchors among online users. By leveraging on a sample of 598 eligible questionnaires, the partial least square structural equation model is employed and the results show that the holistic continuing intention for AI news anchor is positive but not robust. Further analysis indicates that SAT, PI, and TRU can predict CI directly, meanwhile CE, ANT, and PA associate with CI through the mediation of satisfaction. In addition, trust and satisfaction serve as serial mediators between IQ and CI. There is no direct relationship between CE & CI, ANT & CI, and PN & SAT. Nevertheless, user gender and previous experience can moderate the relationships of ANT & CI and PN & SAT, respectively. It can be seen that the proposed model can explain 80.1% of the variance in CI. The implications are intended to provide references for further commercialization of AI news anchors.

The purpose of this paper is to investigate continuance use of Blogger. In the past, ECT and TAM were well known theories to predict continuance behavior. But there are few researches that focus on the Blogger's personality. The researchers integrated Expectation Confirmation Theory (ECT) and Technology Acceptance Model (TAM) with personal factors to realize the continuance behavior of Bloggers'. With 361 valid samples of 430 questionnaires returned, the data analysis is conducted via LISREL program. There are seven results including: (1)Expectation Confirmation has no effect on the extent of perceived usefulness, but has positive effect on the extent of perceived ease of use and satisfaction, (2)Perceived usefulness has no effect on the extent of satisfaction, but perceived ease of use has positive effect on the extent of satisfaction, (3)perceived usefulness and perceived ease of use has no effect on the extent of IS continuance intention, (4)Satisfaction has positive effect on the extent of IS continuance, (5)Friendship has no effect on the extent of IS continuance, but User Involvement has positive effect on the extent of IS satisfaction, (6)Friendship and User involvement has all positive effect on the extent of Satisfaction, and (7)Friendship and Perceived ease of use has all positive effect on the extent of Perceived usefulness. Finally, the results and implications for Blog service providers a re discussed.

The rapid development of the internet in Indonesia has driven the growth of e-commerce businesses, with this phenomenon being a major factor in the emergence of live streaming e-commerce features. There exists a social presence in live streaming e-commerce, which is the ability to interact directly with viewers, thus prompting unplanned purchases (Impulsive Buying). In Indonesia, Gen Z tends to engage in impulsive buying, especially when shopping online. The need for instant gratification and the convenience of online shopping further fuel this behavior, often resulting in unplanned and impulsive purchases. Therefore, this study aims to analyze the influence of social presence on impulsive buying in live streaming e-commerce among Gen Z. Using dimensions such as broadcaster's social presence, viewer's social presence, live streaming social presence, arousal, and pleasure. Thus, this research examines the impact of social presence that may affect impulsive buying on Shopee. This study adopts a quantitative research approach using Structural Equation Model (SEM) with AMOS application. Data collection involves quantitative methods through questionnaires and SEM analysis. The research findings indicate that the overall Structural Equation Modeling (SEM) supports the current model, where impulsive buying dimensions have a positive and significant influence from broadcaster's social presence, viewer's social presence, live streaming social presence, arousal, and pleasure. This study is expected to provide theoretical and practical insights into how marketers can effectively plan and implement strategies in live streaming e-commerce. Keywords: e-commerce, marketing, social presence, impulsive buying, Gen Z, Structural Equation Modeling (SEM).

The chapter demonstrates an application of structural equation modeling (SEM) and path analysis (PA) in tourism research, and the associated statistics are described. First, we discuss the basic concepts of SEM, followed by an explanation of the key statistics and terms associated with this procedure. Then we describe the procedure for conducting SEM, including second-order confirmatory factor analysis (CFA). Finally, we describe the related technique of path analysis. In doing so, this chapter provides an example of structural equation modeling with a path model, of which path analysis assumes that all variables are measured without error so that it has a more restrictive set of assumptions than general structural equation models. The study examines antecedents of corporate commitment to sustainable tourism and corporate environmental responsibility in a country in Asia. The study employs factor analysis (i.e., exploratory factor analysis, confirmatory factor analysis, and internal consistency reliability tests) and structural equation modeling analysis and path analysis (i.e., the analysis of moment structures and regression analysis) using 386 samples collected from tourism employees in South Korea.

Founded on expectation confirmation theory and a resource perspective, this research examines the impact of retiree resources, retirement planning, conditions of work exit, and confirmation of retirement expectations on satisfaction with life in retirement. The study of 543 retirees found significant effects of retiree resources (i.e., self-efficacy, health, and income), confirmation of retirement expectations, ageism, retirement planning, and conditions of exit on retirees' satisfaction with life. The study also showed that self-efficacy, activity participation, health, income, ageism, and retirement planning significantly impacted confirmation of retirement expectations, although conditions of exit did not significantly affect confirmation of retirement expectations.

The proliferation of internet telecommunication services, smartphones, and mobile apps has revolutionized the food delivery industry, especially through online-to-offline models. This study examines the factors influencing customer satisfaction and reuse intentions in India’s rapidly growing FDA market, accelerated by the COVID-19 pandemic. By integrating Expectation Confirmation Theory and e-SELFQUAL model, the research explores the effects of self-service quality, price, food quality, and advocacy on consumer behavior. Using data from 279 respondents and structural equation modeling for analysis, the findings reveal that food quality and online purchasing experiences significantly impact positive consumer behavior toward FDAs. The study uncovers the inverse relationship between price and food quality as critical antecedents to self-service quality and satisfaction. Additionally, it identifies the mediating roles of satisfaction and advocacy. The novelty of this research lies in its integrated theoretical framework, which provides a comprehensive understanding of FDA users’ purchase decisions, promoting FDA reuse and advocacy.