Digital Consumer Research Articles

FACTORS INFLUENCING THE PURCHASE INTENTION OF MICRO TRANSACTIONS IN FREEMIUM MOBILE GAMES IN BANGKOK: A CASE OF HONKAI STAR RAIL

Purpose: The purpose of this research is to determine the significant influence of Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value, and Game Satisfaction towards purchase intention of microtransactions in freemium mobile games in Bangkok in the case of Honkai: Star Rail. Understanding these influencing factors can help game developers and stakeholders gain valuable insights into player behavior and develop monetization strategies to maximize positive player experiences and revenue. Design/methodology/approach: This research uses primary and secondary data collection methods in addition to descriptive and inferential data analysis techniques to analyze the factors influencing the purchase intention of microtransactions in freemium mobile games. The data was collected from 396 respondents who live in Bangkok, have played Honkai: Star Rail on a smartphone, and have the intention to purchase microtransactions in Honkai: Star Rail. This research referenced twelve theoretical frameworks from previous studies to construct a conceptual framework. Findings: This research shows that Performance Expectancy, Hedonic Motivation, and Game Satisfaction have a significant influence on the purchase intention of microtransactions in freemium mobile games in Bangkok in the case of Honkai: Star Rail. Research limitations/implications: Because of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further. Practical implications: This research offers valuable insights for game developers and stakeholders to enhance monetization strategies for freemium games like Honkai: Star Rail. Social implications: This research highlights the growing influence of mobile gaming on consumer behavior. This has broader implications for discussions around digital consumption, addictive behaviors, and the ethics of in-game purchases, prompting stakeholders to consider responsible game design and marketing practices that prioritize player well-being while maximizing revenue. Originality/value: This paper fulfils an identified need to study the factors influencing microtransaction purchase intentions within the Bangkok market.

OPTIMIZING THE EFFECTIVENESS OF DIGITAL MARKETING CAMPAIGNS WITH THE USE OF E-COMMERCE COMPANY DECISION SUPPORT SYSTEMS

Despite the rapid growth of the e-commerce sector in Indonesia reflected by a significant increase in the value of e-commerce transactions by 2022, the effectiveness of digital marketing campaign strategies is often faced with several challenges, including large and complex data volumes, lack of understanding of digital consumer behavior, and difficulty in measuring campaign effectiveness. This research aims to optimize the effectiveness of digital marketing campaigns by utilizing a Decision Support System (SDM), with the main focus of understanding the role of SDM in assisting decision-making in the context of digital marketing campaigns and developing a SDM model that can improve the effectiveness of these campaigns.This research uses the literature review research method which reviews or critically examines knowledge, ideas, or findings contained in academically oriented literature, formulating theoretical and methodological contributions to a particular topic. The integration of digital marketing campaigns and Decision Support Systems (SDM) increases marketing effectiveness by making the right decisions. Implementation using APIs and integration examples involves audience mapping, campaign effectiveness measurement, and campaign optimization. The application of SPK in e-commerce involves planning, development, implementation, and maintenance stages to improve marketing campaign effectiveness. Optimization of SPK integration with a focus on in-depth data analysis, customer segmentation, content personalization, and continuous monitoring can improve the effectiveness of e-commerce campaigns.

Compulsive Use of Social Media and Unrestrained Buying Behavior: Delineating the Role of Social Comparison, Fear of Missing Out and Self Esteem

Drawing on Theory of Compensatory Internet Use and Social Comparison Theory, the study explores how compulsive use of social media can lead to impulsive and compulsive buying behaviors among young adults in India. Findings reveal that compulsive social media use positively correlates with both impulsive and compulsive buying behaviors. This relationship is significant mediated by social comparison and FoMO, suggesting that users who frequently engage in social media are more likely to compare themselves to others and experience anxiety over missing out, thereby driving them towards unrestrained buying. Additionally, self-esteem negatively significant moderates these relationships, with individuals possessing high self-esteem less likely to succumb to impulsive and compulsive buying due to social comparison and FoMO. Research contributes significantly to digital marketing field by offering insights into the darker aspects of social media’s impact on consumer behaviour. Furthermore, study’s conceptual model integrates compensatory internet use theory and social comparison theory, providing a novel framework for future research on digital consumption behaviors.

The effect of e-service quality on customer satisfaction with repurchase intention as a moderating variable in the Soco by Sociolla application

This study investigates the influence of e-service quality on customer satisfaction with repurchase intention as a moderating variable, focusing on the SOCO by Sociolla app. Using a quantitative approach and a sample of 400 respondents, this research applies Partial Least Squares (PLS) analysis to assess the relationships among e-service quality, customer satisfaction, and repurchase intention. The results reveal that e-service quality significantly impacts customer satisfaction, indicating that higher service quality fosters customer contentment in digital shopping experiences. Additionally, repurchase intention slightly moderates this relationship, suggesting that consumers' likelihood to repurchase may influence their satisfaction levels derived from service quality. These findings highlight the need for e-commerce platforms, particularly in the beauty industry, to optimize e-service quality to boost satisfaction and repurchase rates. This research contributes to understanding digital consumer behavior and offers practical insights for enhancing service quality in online retail.

Dampak Pembelian Dalam Game Mobile Legend Terhadap Peningkatan Keterampilan dan Keterlibatan Pemain Dengan Pengalaman Game Sebagai Variabel Moderasi

This study aims to investigate the relationship between in-game purchases in Mobile Legends and the improvement of players' playing skills and the extent to which experience factors moderate the relationship between these variables. This study uses a quantitative approach. Data will be collected through an online survey with a research instrument assessment using a Likert scale. The results of the study show that there is a significant relationship between the level of Mobile Legends player involvement and the intensity of in-game purchases. Players who are more involved tend to make in-game purchases with higher frequency and spend more money in the game. The implications of these findings are profound and cover several important aspects of the gaming industry as well as digital consumer behavior research. First of all, the microtransaction pricing adjustments suggested by this study can not only increase player engagement, but also have the potential to change the business paradigm in the gaming industry as a whole. By considering factors such as player price preferences and price sensitivity, developers can design smarter and more responsive pricing strategies. This will not only increase their revenues but also create a more inclusive and sustainable gaming ecosystem.

Can’t stop scrolling! Adolescents’ patterns of TikTok use and digital well-being self-perception

Digital well-being, which refers to a balanced individual experience of digital consumption, has been gaining attention recently in the study of the effects of digital technology use. Social networks are central in debates over digital well-being, as social media overuse is often identified as a primary issue. Teenagers who spend an average of three hours daily on social media especially draw the attention of researchers. Based on statistical evidence, TikTok is the most popular network among young users worldwide. However, there are not many platform-specific studies on its effects on adolescent well-being. One of the most consistent gaps is the lack of research on how different aspects involved in TikTok use impact adolescents’ digital well-being on the app. In light of this, the study aimed to explore the relationship between time spent on TikTok, content consumption, and self-perception of digital well-being. Given the scientific consensus on social media’s greater impact on girls, this study also sought to examine gender differences. For that purpose, a quantitative cross-sectional study was conducted with 737 Spanish adolescents aged 12 to 18, who completed an online questionnaire with validated scales and items on daily usage time, type of content consumption, and digital well-being. Results showed significant gender differences in TikTok usage and content consumption: girls spent more time on TikTok and notably engaged more with beauty and fashion content, while boys with video games and sports content, suggesting that traditional gender roles are still present in their choices of content consumption. Beyond that, a rather positive self-perception of digital well-being on TikTok by teenagers was observed. Despite this, an increased TikTok usage was associated with a reduced ability to set boundaries and limit their time on the app. These findings highlight the need for measures to limit the time adolescents spend on TikTok, such as mandatory parental controls on electronic devices and educational programs aimed at promoting healthy digital habits.

Research on the Consumption Behavior of Gen Z within the Context of the Internet Celebrity Economy

This paper delves into the consumer behaviour characteristics of the Generation Z group and its influencing factors in the context of the Internet celebrity economy. Through literature review and questionnaire survey, the study found that the Internet celebrity economy, with its low-cost and diversified features, has attracted a large number of fans through content creation and social interaction, forming a new economic model. As the aborigines of digital technology, Generation Z’s consumption behaviour has been significantly influenced by the Internet celebrity economy, showing digital consumption trends, personalised and differentiated needs, increased environmental awareness and social responsibility, as well as the trend of linked consumption and experiential consumption. The paper further analyses eight major factors influencing the consumption behaviour of Generation Z, including the price of Internet celebrity-recommended goods, credibility, interaction rate, display method, social influence, content recognition, conformity to trendy consumption needs, and social platform promotion. The results of the study show that the quality of goods and preferential policies recommended by Internet celebrities are the key factors influencing the consumption behaviour of Generation Z. At the same time, the attitudes of other consumers and the intervention of third-party factors also have a significant impact on Generation Z’s consumption behaviour. Based on the results of the study, this paper proposes countermeasures and recommendations for Internet celebrities, consumers, and relevant live-streaming platforms, as well as an outlook on the depth and breadth of future research.

The influence of virtual community platform attributes on Chinese luxury consumers’ purchase intention: The role of policy innovation in digital infrastructure

This research examines the influence of virtual community platform attributes on luxury consumers’ purchase intentions, with a specific focus on the role of policy innovation in digital infrastructure. The study aims to 1) identify key factors affecting purchase intentions toward luxury products in virtual environments; 2) develop and validate a structural equation model to analyze these intentions; and 3) provide actionable insights for luxury goods marketers to refine their strategies within these platforms. Utilizing a structural equation model, the study investigates the interactions among various determinants of consumer behavior in virtual communities, highlighting the impact of policy innovation. Data was collected through purposive sampling from 1142 respondents in China’s top 10 high-spending cities on luxury goods, ensuring data relevance. The findings emphasize the significance of knowledge sharing, interactive communication, and leaders’ opinions in virtual communities in building consumer trust and shaping perceptions of online reviews. These elements influence purchase intentions directly and indirectly, with consumer trust serving as a crucial mediator. The study reveals the substantial impact of virtual community attributes on fostering consumer trust and shaping buying decisions for luxury items, underlining the contribution of social development processes. Moreover, the role of policy innovation is found to be significant in enhancing these virtual community dynamics, suggesting that regulatory changes can positively influence consumer engagement and trust. The conclusions offer valuable implications for marketers, proposing strategies to boost consumer engagement and drive sales in virtual settings. This research contributes to the theoretical understanding of digital consumer behavior and provides practical strategies for innovation and growth within the luxury goods sector, emphasizing the critical role of policy innovation in shaping these dynamics.

A Mediating Effect of Customer Experience on the Relationship between Metaverse Usage and Purchase Intention: A Conceptual Development

This study examines the mediating effect of customer experience on the relationship between metaverse usage and purchase intention, providing a conceptual framework to understand consumer behavior within virtual environments. As the metaverse rapidly evolves into a significant platform for interaction and commerce, understanding how user engagement translates into purchasing decisions is crucial for businesses and marketers. The framework posits that metaverse usage encompasses the frequency and depth of interactions users have with virtual spaces, which significantly influences their overall customer experience. A positive customer experience is characterized by factors such as satisfaction, emotional connection, and engagement, all of which are critical in shaping consumers' purchase intentions. When users perceive their interactions in the metaverse as enjoyable and meaningful, they are more likely to develop a favorable attitude towards the brands and products featured in these environments. The study integrates insights from established models, including the Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (SOR) model, to highlight how various elements of the metaverse such as perceived usefulness, perceived ease of use, and perceived enjoyment which is affect customer experience. By establishing customer experience as a mediator, this research illustrates how metaverse usage not only influences direct purchasing behavior but also shapes the emotional and cognitive processes that underpin decision-making. Ultimately, this conceptual development aims to provide actionable insights for businesses looking to optimize their strategies in the metaverse. By understanding the pathways through which customer experience mediates the relationship between metaverse engagement and purchase intention, companies can create more compelling virtual experiences that foster customer loyalty and drive sales. This research contributes to the growing body of literature on digital consumer behavior, emphasizing the importance of customer experience in shaping purchasing decisions in virtual environments.

India's digital dividend: A strategic opportunity and challenge

India has been on a digital growth trajectory for a few years, prompted by its goal of becoming a trillion-dollar digital economy by 2025. The Indian digital revolution has resulted in a new wave of digital consumption and dividends. This manuscript examines the transformative journey of India's digital revolution, highlighting the strategic opportunities and challenges it encompasses. The Digital India initiative, a cornerstone government policy, has been instrumental in this transformative process, aiming to digitize various aspects of life and governance. Despite a significant increase in internet users and the successful launch of numerous digital projects, a substantial digital divide remains, characterized by disparities in mobile phone ownership, internet access, and digital literacy across different genders, geographical locations, and income groups. Using a qualitative research methodology, this study investigates the economic impact of digitalization on the Indian economy and identifies factors contributing to the digital divide. An extensive literature review and qualitative content analysis identified five primary themes: the digital profile of India, digitization and economic growth, digitalization and economic variables, digitalization across sectors, and the digital divide. These themes elucidate India's progress in digital literacy and financial inclusion, the economic advantages of digitalization, and the obstacles to achieving digital inclusivity. The manuscript proposes a developmental framework with recommendations for policymakers, business leaders, and other stakeholders to mitigate the digital divide and maximize the benefits of digital dividends. It underscores the necessity of a comprehensive digital strategy, the enhancement of digital infrastructure, the development of digital human resources, the promotion of digital literacy, and the fostering of digital entrepreneurial capacity.

Digital Drone Education in Sarawak: Enhancing STEM Learning through Hands-on Training for School Students

In Sarawak, concerns about low STEM enrolment, digital inclusivity gaps for rural children, and the transition from digital consumption to digital creation led to the introduction of the Drone Education Program. Participants began with foundational drone operation training, advancing to capturing images and videos. Subsequently, they were acquainted with elementary photo and video editing techniques, enabling them to enhance their drone-generated content. The aim of this research is to gauge the impact of the Drone Education Program on refining drone operations, bolstering digital editing competencies, and stimulating STEM engagement in students. In our methodology, we employed tailored pre- and post-surveys for evaluation, and younger students provided feedback via an emoji-based survey. Further analytical methods encompassed non-parametric tests, Exploratory Factor Analysis (EFA), and linear mixed-effect modelling. Results indicated significant post-intervention improvements in the targeted skills. The EFA grouped 21 Likert items into five distinct learning domains. Notable insights include district-wise variances in learning outcomes and the influential role of gender. The initiative showcases promise in confronting Sarawak's educational barriers, championing digital inclusivity, and preparing a digitally proficient generation.

DECODING DIGITAL LOYALTY: HOW SERVICE QUALITY, PLATFORM PERFORMANCE, AND MENU DIVERSITY SHAPE TRUST, SATISFACTION, AND RETENTION IN ONLINE PLATFORMS?

This quantitative study utilized Structural Equation Modeling (SEM) via Smart PLS to analyze data from 199 participants, exploring relationships between service quality, platform performance, menu diversity, trust, and customer satisfaction on online platforms. Contrary to typical findings that service quality and platform performance significantly drive trust and satisfaction, our study found no substantial direct effects from these factors. Instead, menu diversity was confirmed to enhance both trust and satisfaction, suggesting its continued relevance in securing user loyalty. The research also highlighted trust's mediating role between service quality and satisfaction, emphasizing its importance in digital consumer relationships. With shifting consumer expectations, platforms are advised to reevaluate service metrics, emphasize menu diversity, and use analytics to adapt to user preferences. Future research should consider expanding demographic diversity and employing mixed methods to better understand the evolving dynamics of online consumer engagement.

Self-presentation in metaverse environments from a psychological perspective

This research aimed to investigate the psychology-related factors of self-presentation in Metaverse environments using the keywords "Metaverse," "self," "self-presentation," and "psychology." The universe of the research is the research on Metaverse and self-presentation in Turkey and the world between 1902 and 2023 in YÖK National Thesis Center, Google Scholar, ProQuest, ResearchGate databases with the keywords "Metaverse," "self," "self-presentation," "psychology." 39 articles, books, and dissertation materials were selected as the research sample. In the research, a general research trend was revealed by examining the data of the information contained in the articles, books, master's and doctoral theses written about the concepts of "Metaverse" and "self" in the world and in Turkey as a result of the research, it is assumed that self-presentation in the Metaverse will occur through luxury consumption, new technologies such as avatars and NFT, and with the influence of digital consumer culture.

Assessment of Women's Online Shopping Behavior in India: Model Design and Analysis

The exponential increase in internet usage in India has driven the swift growth of e-commerce, with women playing a crucial role in this expanding digital economy. This research presents a thorough literature analysis and framework to examine the factors affecting the online purchasing behaviour of women in India. The study specifically attempts to examine the influence of psychological, social, cultural, economic, privacy and security, and technological aspects on the purchasing decisions of female consumers. This research underscores the difficulties women encounter in online purchasing, especially in apparel and cosmetics, providing a gender-specific perspective frequently overlooked in existing studies. This study's originality stems from its integrative methodology, synthesising findings from established consumer behaviour theories and applying them to the context of women's online buying practices in India, an area that has been insufficiently explored. By addressing these gaps, the study enhances the theoretical comprehension of women’s digital consumer behaviour and establishes a foundation for future practical strategies that businesses, marketers, and policymakers can utilise to improve the online shopping experience for Indian women.

A Study on How Social Media FOMO (Fear of Missing Out) Impacts the Gen Z Audience

Generation Z, or Gen Z, refers to people born between 1995 and 2010, often known as "zoomers," the first generation to fully embrace the internet. This paper focuses on the impact of socialmedia-induced Fear ofMissing Out (FOMO) on Generation Z, blending with the characteristics of digital nativity and extensive engagement with social media platforms. Fear of Missing Out, or FOMO, was uniquely introduced in 2004 with the rise of social networking sites. It centers on anxiety and how, for Gen Z, this plays a pivotal role in making one feel absent from rewarding experiences. This study delves into the effects on mental health, psychological well-being, self-esteem, and life satisfaction. It explores social media analytics regarding usage, compulsive checking, behavioural consequences, following trends, and real-life social interactions. The findings highlight the need for strategies to mitigate FOMO's adverse effects, promoting healthier social media habits and fostering a more balanced approach to digital consumption.

The transnational mental health burden of Haiti's alleged collapse: preliminary findings from The Haitian Well-Being Study.

Transnational drug trafficking, political unrest, gang violence, and paramilitarism, which are pervasive in Haiti, have resulted in a mental health crisis for the broader Haitian community. This study explores the mental well-being of Haitians in Haiti and the United States by identifying barriers and facilitators to mental health through the lived experiences of men and women. Four Focus group discussions conducted in April and November 2023 engaged 28 participants (20 women and eight men) aged between 23 and 60 years from locations in Haiti (Port-au-Prince, Cite Soleil, Cayes, Cap-Haitien, Saint-Marc) and the United States. Discussions revolved around the definition of mental health, stressors, coping mechanisms, risk and protective factors, and barriers to mental health care. Six principal themes emerged: 1- Chronic Traumatic Stress: continued violence, political instability, unemployment, lack of social support, adverse childhood experiences, family separation, and forced displacement were significant sources of stress. 2- Increased Health Burden: Participants reported experiencing chronic physical and psychological symptoms [i.e., hypertension, anxiety, depression, sleep issues, substance abuse, suicidal ideations, characteristics of post-traumatic stress disorder (PTSD)], which were attributed to Haiti's social, political, and infrastructure collapse. 3- Risk Factors: limited access to mental health services, pervasive hopelessness, scarcity of opportunities, and stigma were identified as significant risks. 4- Future Uncertainty: widespread concerns regarding the future predominated. 5- Multigenerational Concerns: Significant anxiety concerning the mental health and development of children, as well as the functionality of mental health practitioners, was noted. 6- Coping and Protective Factors: Effective coping strategies include mental stimulation, peer support, managing digital consumption, engaging in leisurely activities, such as listening to music, and faith/spirituality. The study's findings underscore the sociopolitical and economic crisis in Haiti, which has resulted in violence and a dismantle of political, educational, financial, and health infrastructures. These factors were identified as the primary source of chronic distress, contributing to widespread mental health issues, adverse physical symptoms, and disruption in daily life. The implications for practice, healing, research & policy are discussed.

Talk to engage: The influence of smartphone voice assistants on consumers’ brand engagement

ABSTRACT This study aims to investigate how smartphone voice assistants (SVAs) impact brand engagement among Malaysian university students, who are leading in digital consumption trends. The study aims to investigate how brand characteristics such as appeal, attachment, perceived utility, and usability impact consumer behaviour by utilising Brand Identity and Technology Acceptance models. Analysed using structural equation modelling (SEM) in AMOS, data from 500 students experienced with voice assistants was collected through a survey. The results show strong connections in all studied relationships, emphasising the crucial importance of various brand attributes in promoting engagement. Usability and perceived utility are essential factors, indicating that businesses should focus on creating products that are both functional and user-friendly. The study provides distinctive perspectives on improving student engagement and brand partnerships in a competitive environment. It highlights the necessity for more research to help voice assistant professionals and academics enhance consumer-brand connections, especially among the digitally adept youth population in Malaysia.

Pengaruh Harga dan Promosi Live Straeming Penjualan Terhadap Perilaku Impulse Buying Pada Pembelian Produk di TikTok Shop

Online shopping platforms in Indonesia continue to develop with the help of many digital consumers. This requires innovation and good marketing strategies, especially in price and promotion. This research aims to review the influence of price and promotion variables on purchase intention on one of the digital platforms (TikTok Shop). Quantitative methods are used in this study, including data collection techniques, such as distributing questionnaires to 100 respondents. The data collected were then analyzed through multiple linear regression. This research proves that price has a positive but insignificant effect on the impulse buying behavior of TikTok Shop consumers. This means that even though the price is relatively cheap, TikTok Shop consumers are not interested in buying the product. Then, in the second hypothesis, the results showed that live-streaming promotions affect consumer impulse-buying behavior because impulse-buying behavior is driven by the desire to buy a product after the product is marketed through live-streaming. Therefore, live streaming affects impulse buying.

INOVASI GAMIFIKASI WEBSITE PERSY PERFUME SEBAGAI PENGALAMAN KONSUMEN DALAM PEMILIHAN PARFUM KEPRIBADIAN SECARA DIGITAL

This research will discuss how the gamification innovation of the Persy Perfume website in providing a consumer experience for digital personality perfume selection. The trend of using perfume products in Indonesia is increasing, marked by the emergence of many local perfume brands with globally competitive quality. However, product innovation is needed to increase consumer interest in using the product, one of the strategies that can be used is to provide a consumer experience in purchasing products. Persy Perfume is a local brand that uses the aroma of Indonesian spices as a unique selling product and elevates the local culture of wayang as a variant of each scent. Persy through its website provides a consumer experience through "Petualangan Persy Aroma" as a form of innovation in the form of personality test gamification to provide perfume scent recommendations that match the consumer's personality in digital purchases. This research is research with a qualitative descriptive method, to find out how gamification innovations in providing consumer experience to increase consumer interest in shopping for perfume digitally. The result found is that Persy Perfume has found a new innovation in providing a consumer experience through the " Petualangan Persy Aroma", this is an interesting innovation and a new way in the perfume industry to provide a digital consumer experience. By providing a new experience for consumers, this can invite interest from potential consumers to buy the product.

The Influence of Hedonic Motivation and Influencer Marketing on Purchasing Decisions with FOMO (Fear of Missing Out) as A Mediating Variable (Empirical Study: Cupika Online Store Customers)

This study investigates the influence of hedonic motivation and influencer marketing on purchase decisions, with Fear of Missing Out (FOMO) as a mediating variable, in the context of Cupika online store customers. The research employs a quantitative approach using structural equation modeling (SEM) with a sample of 132 respondents who have purchased from Cupika's e-commerce platforms. The findings reveal significant direct effects of hedonic motivation (β = 0.206, p = 0.017) and influencer marketing (β = 0.317, p < 0.001) on purchase decisions. FOMO demonstrates a strong direct effect on purchase decisions (β = 0.470, p < 0.001). Furthermore, the study identifies significant indirect effects of hedonic motivation (β = 0.243, p = 0.001) and influencer marketing (β = 0.149, p = 0.006) on purchase decisions, mediated by FOMO. These results highlight the complex interplay between emotional factors, social influence, and psychological states in shaping online consumer behavior. The study contributes to the growing body of literature on digital consumer behavior and offers practical implications for e-commerce marketing strategies. It underscores the importance of leveraging hedonic appeals, influencer partnerships, and FOMO-inducing tactics to drive online sales. However, it also emphasizes the need for ethical considerations in implementing such strategies. Future research directions include exploring these relationships across various product categories and cultural contexts, and investigating the long-term impacts of FOMO-driven purchases on consumer satisfaction and brand loyalty.