Abstract This study explores variables associated with teachers’ Artificial Intelligence (AI) literacy, a key competency for effective and responsible AI integration in education. A total of 270 teachers completed an online survey including measures of AI literacy, AI acceptance, computational thinking, AI anxiety, and digital divide. Results revealed that all AI acceptance variables were positively associated with AI literacy, with hedonic motivation and willingness to use AI emerging as the strongest predictors. Computational thinking, AI anxiety, and digital divide also showed significant associations with AI literacy. The findings highlight the central role of teachers’ attitudes and motivational variables over technical and demographic variables. The study contributes to the understanding of how teachers engage with AI technologies and provides practical implications for designing professional development programs that enhance AI literacy and reduce barriers to AI adoption in educational contexts.

This paper addresses the relationship between hedonism and the use of social networks in the context of the digital era. In an increasingly technology-dependent society shaped by virtual communication, social networks have become powerful tools for fulfilling individuals’ emotional and psychological needs, including immediate pleasure, attention, and social validation. Drawing on theories such as Cultivation Theory (George Gerbner) and Framing Theory (Goffman), the study explores the hedonistic motivations that underlie users’ behavior on digital platforms. To analyze this phenomenon, an empirical study was conducted, the data of which show that the majority of young people experience the use of social networks as a source of immediate pleasure, especially in relation to receiving likes, sharing personal content, and engaging in social interactions. However, a considerable proportion of respondents also reported feelings of emptiness, decreased self-esteem, and emotional dependence on these platforms. The results suggest that social networks function as a powerful mechanism for fulfilling hedonistic needs, but they also raise concerns regarding long-term effects on psychological well-being. The paper concludes with suggestions for media awareness and a more conscious use of technology and social media.

Purpose This article examines the motivations behind sport fans' purchases of nonfungible token (NFT) products, focusing on both hedonic and utilitarian factors. It also investigates the moderating role of team and athlete identification in shaping these motivations. The study aims to expand the literature on consumer behavior and sport management by examining how emerging digital assets, such as NFTs, impact fan engagement and purchasing behavior. Design/methodology/approach The study employed a quantitative approach using a survey of 142 sport NFT consumers recruited from online platforms such as Reddit, Discord, and Facebook. Motivations were measured using validated scales assessing five constructs (financial gain, ownership, drama, enjoyment and socialization) and fan identification. Confirmatory factor analysis (CFA) and moderation analyses were conducted to test the proposed model. Findings The results confirmed that all five motivation factors significantly influence the intention to purchase sport NFT products. Additionally, team and athlete identification significantly moderated the effects of hedonic motivations (drama, enjoyment and socialization), reinforcing the role of social identity in digital fan behavior. Group comparisons revealed that individuals with higher purchase quantities or higher spending values tend to emphasize different motivational dimensions, such as drama and financial gain. Originality/value This study empirically tested a theoretical model of sport NFT purchase motivations, integrating hedonic and utilitarian perspectives with social identity theory. It contributes to both academic literature and practical applications in the rapidly evolving landscape of digital sport merchandise.

Context: The rapid growth of social live streaming platforms has transformed how individuals interact and experience digital entertainment. Despite this expansion, prior studies have largely focused on commercial or gaming-related live streaming, leaving the social and hedonic aspects underexplored. Furthermore, psychological mechanisms such as the Fear of Missing Out (FoMO) have received limited attention in explaining behavioral intention in live streaming environments. Objective: This study aims to develop and validate an integrated model combining the Hedonic-Motivation System Adoption Model (HMSAM) with FoMO to explain users’ behavioral intention in social live streaming contexts. Method: A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with data from 57 Indonesian social media users. The research process consisted of three stages: conceptual integration, instrument operationalization, and empirical validation, supported by expert qualitative evaluation to enhance construct clarity and theoretical consistency. Results: The findings show that hedonic motivations such as joy, curiosity, and immersion strongly influence behavioral intention, while FoMO acts both as a direct determinant and as a mediator linking hedonic motivations to user engagement. Two indicators (CTR2 and CTR4) were removed for weak conceptual fit, and constructs with AVE values slightly below 0.50 (Control and Perceived Usefulness) were retained for theoretical reasons. The integrated HMSAM–FoMO model explained 64.4% of the variance in behavioral intention, demonstrating strong explanatory power. Conclusions: The study contributes theoretically by extending HMSAM with FoMO to capture both emotional enjoyment and psychological tension in digital engagement. It also provides practical guidance for designing psychologically balanced live streaming experiences that enhance enjoyment while minimizing FoMO-induced anxiety. These findings offer a foundation for future research and policy development toward healthier digital participation.

ABSTRACT A Systematic Literature Review of 76 peer-reviewed studies (2020–2024) found that university administrators’ willingness to adopt AI-assisted administration (AAI) depends on personal attitudes, organizational readiness, and legal frameworks. While TAM, UTAUT, and TOE are widely used models, they often overlook cultural and emotional factors relevant in Chinese universities. The Hedonic Motivation System Adoption Model (HMSAM) offers a better fit by emphasizing pleasure and autonomy, especially when technology use is voluntary. The paper identifies the need to use culturally responsive theories and recommends future studies to capture the cognitive, emotional, and organizational complexities of AAI adoption among Chinese university administrators.

This study focuses on analyzing the role of positive emotions as a mediator in the relationship between hedonic shopping motivation, consumer lifestyle, and promotion with impulsive buying at OH!SOME Malang Town Square. The method used is explanatory research with purposive sampling of 135 respondents aged at least 17 years who have shopped at the location. Data were obtained using an online questionnaire and subsequently analyzed using SEM-PLS. The validity and reliability of the data were tested using CFA and Cronbach's Alpha. It was determined that impulsive purchasing was not influenced by hedonistic shopping motivation or lifestyle, but rather by positive emotions and promotions. The relationship between hedonistic purchasing motivation, lifestyle, and promotions with impulsive buying was discovered to be mediated by positive emotions. These findings are expected to assist OH!SOME management in designing more effective marketing strategies and better understanding consumer behavior.

ABSTRACT In the highly competitive e-commerce landscape, crafting a compelling customer experience strategy is crucial for business differentiation and sustained success. Drawing on the Stimulus – Organism – Response (S – O – R) framework, this study investigates how personalization, as an external stimulus, influences key psychological states, including hedonic motivation, cognitive and emotional experiences, and e-satisfaction, and how these, in turn, drive repurchase intention in a developing economy. Data from 366 Vietnamese online consumers were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that personalization exerts the strongest impact across the model, particularly on hedonic motivation, which subsequently enhances both cognitive and emotional experiences. Emotional experience emerged as the most influential factor shaping e-satisfaction, while e-satisfaction itself proved central in strengthening repurchase intention. Notably, both cognitive and emotional experiences also exert direct effects on repurchase intention, highlighting the dual pathways through which customer experience fosters loyalty. Mediation analysis confirmed that organismic states significantly mediate the link between personalization and repurchase intention. These insights extend theoretical understanding of the S – O – R framework and provide practical guidance for leveraging personalization and experiential strategies in emerging e-commerce markets.

Electronic banking is not only a means to accommodate the evolving technological environment and provide client satisfaction, but it also represents an opportunity for banks to grow their competitiveness and profits. The latter is possible through clients’ acceptance of using online services, which necessitates the translation of intention into behavior. This study investigated the moderating role played by perceived usefulness, effort expectancy, service quality, hedonic motivation, and customer experience in influencing intention to translate into behavior regarding eBanking services offered by banks in South Africa and Ukraine. Data were collected online by sending a closed-ended structured questionnaire to a total of 400 participants selected using a convenience sampling technique. In addition to descriptive statistics, moderation analyses were performed using Hayes’ PROCESS Macro 4.3 extension in SPSS 29. The results indicated that PU (perceived usefulness) and EE (effort expectancy) moderated the INT–AUOS (acceptance to use online services) relationship in both South Africa and Ukraine. SQ (service quality) and CE (clients’ experience) were moderators in Ukraine only, while HM (hedonic motivation) was insignificant. Recommendations were made for banks to enhance significant attributes, while South African banks need further investigation of the components explaining their clients’ perceptions of SQ. The insignificance of HM calls for constant scrutiny to determine whether it should be dropped from banks’ strategies, as the use of online services seems to be perceived as restrictive for customers. Furthermore, it is recommended that this study be replicated in other locations to compare or contrast its findings, and that other attributes such as habit, perceived risk, and social influence be considered in future research.

In the age of digital transformation, intelligent information and communication technologies (ICT) has become essential to tourism; yet, its function in geopark-based educational tourism has not been well examined. This research examines the Ciletuh–Palabuhanratu UNESCO global geopark to analyze how tourists use smart ICT for education on geoheritage and sustainability. A contextual and adaptable conceptual model is provided, enhancing the unified theory of acceptance and use of technology version 2 (UTAUT2) framework by integrating two new constructs, perceived learning value (PLV) and geo-heritage engagement (GHE), as well as two moderating variables, educational level and digital experience. A thorough literature assessment and bibliometric analysis revealed research gaps concerning the incorporation of educational components in technology uptake within geoparks. The results demonstrate that dimensions including performance anticipation, hedonic motivation, and habit are primary determinants of behavioral intention, whereas PLV and GHE substantially improve user engagement and learning outcomes. Furthermore, educational background and digital experience attenuate the impact of fundamental structures on technology adoption. The suggested approach enhances theoretical comprehension by situating UTAUT2 within educational tourism and offers practical guidance for developing inclusive, engaging, and sustainable ICT applications. These findings provide essential direction for geopark administrators and policymakers in advancing digital learning initiatives that foster cultural appreciation, environmental consciousness, and community engagement.

Consumer perceptions of electrocardiography-enabled smartwatches in health management.

Personalisation and the purchase intention of consumer in omnichannel retailing: the mediating role of hedonic motivation and brand attachment

The rapid evolution of financial technology (FinTech) has transformed customer experiences in financial services, particularly in emerging economies like Ghana. However, understanding the complex interplay of factors influencing customers’ behavioral intention to adopt FinTech remains limited. This study adopts a configurational approach using fuzzy-set Qualitative Comparative Analysis (fsQCA) to uncover multiple pathways leading to high behavioral intention among FinTech users in Ghana. Drawing on a sample of 409 customers, the study examines eight key conditions: performance expectancy, effort expectancy, social influence, facilitating conditions, perceived trust, hedonic motivation, habit, and perceived risk. Measurement model results from PLS-SEM confirm the reliability and validity of the constructs. The fsQCA findings reveal ten distinct configurations that lead to high behavioral intention, with performance expectancy, facilitating conditions, and hedonic motivation emerging as core components in most causal combinations. Notably, no single condition was necessary for behavioral intention, underscoring the importance of equifinality—different combinations of factors can equally drive adoption. The study provides valuable theoretical and practical implications, suggesting that FinTech adoption is not driven by isolated factors but by synergistic interactions among cognitive, affective, and contextual conditions. The findings offer actionable insights for FinTech providers and policymakers in tailoring strategies that reflect the diverse motivations and contexts of Ghanaian users. This study contributes to the emerging discourse on technology adoption in developing countries by applying a nuanced, configurational lens.

With the rise of online education, Generative AI Teaching Assistants (GAITAs) have emerged, yet limited research exists on learner acceptance. This study extends the Technology Acceptance Model (TAM) by incorporating external factors. To validate the proposed model, an online survey was administered to 192 university students. The key findings indicate that perceived ease of use (PEOU) and perceived usefulness (PU) significantly influence attitudes (ATT) and behavioural intention (BI) towards GAITAs. External factors—trust (TRU), hedonic motivation (HM), and perceived adaptability (PA)—positively impact PEOU and PU. Additionally, personality traits such as extraversion, agreeableness, and openness positively shape ATT, while prior knowledge and education level negatively affect BI. These findings provide support and recommendations for the design and promotion of the GAITAs. First, enhancing TRU, HM, and PA can improve GAITA adoption. Second, promotion strategies should consider individual personality traits. Third, early implementation is recommended in undergraduate or introductory courses.

Objective Although recreational use of gamma-hydroxybutyrate (GHB) and its precursors gamma-butyrolactone (GBL) and 1,4-butanediol (BD) is increasing and poses high risks (e.g. overdose, addiction, withdrawal), research on motives driving their use is lacking. The present study therefore aims to systematically examine the underlying motives and associations with psychological distress. Method This mixed-methods longitudinal study includes two waves of anonymous online data collection (11/2022–01/2023; 11/2023–01/2024) in Germany. The adult sample (Nbaseline = 2196; with nfollow-up = 240) was recruited via convenience-sampling, primarily from Berlin’s nightlife-scene, and comprises GHB/GBL/BD users and their non-using peers. Structured motive ratings and open-ended self-reported motives were analyzed quantitatively and qualitatively. Cross-lagged panel-models were used to test bidirectional longitudinal associations between GHB/GBL/BD use and anxiety and depressive symptoms, while moderation analyses were used to assess whether coping motives influenced these relationships. Results GHB/GBL/BD use was primarily driven by hedonistic motives such as euphoria and sexual stimulation, while coping-related motives (e.g. anxiety reduction, mood improvement) were also endorsed, particularly among heavy users. Motives remained largely stable over time. Anxiety and depressive symptoms did not predict later use, nor vice versa. However, coping motives moderated the relationship, strengthening the association between symptoms and use frequency. Conclusions While GHB/GBL/BD are mainly used for recreational hedonistic purposes, distress-related motives also seem to play a role, especially in heavier use. These findings highlight the need for targeted prevention, harm-reduction, and therapeutic strategies that consider both hedonistic and coping-driven use, while accounting for the unique characteristics and risks associated with GHB/GBL/BD.

The massive digital transformation in Indonesia's banking sector has created fierce competition among financial service providers, making it crucial to understand the psychological determinants of technology adoption. This study aims to analyze the factors that influence behavioral intention and use behavior in one of Indonesia's leading digital banking applications by adopting the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. Using a quantitative approach, data were collected from 300 active users and analyzed using multiple linear regression to test the hypotheses between variables. The results show that all independent variables in the UTAUT2 model contribute positively and significantly to behavioral intention, with hedonic motivation and perceived value identified as the most dominant determinants, indicating that users now prioritize aspects of enjoyment and economic benefits over mere technical functionality. Furthermore, analysis of actual usage behavior shows that habit and behavioral intention are the main predictors, while facilitating conditions are not proven to have a significant direct impact

The adoption of AI Financial Assistants (AFAs) by older adults remains limited, despite their growing importance in financial services. This study examines the motivational factors influencing older adults’ intention to adopt AFAs in Hong Kong, with a focus on utilitarian and hedonic values. An exploratory mixed-method design was applied. First, semi-structured interviews with older financial service users were thematically analyzed to identify key motivational factors. Second, a survey study validated these constructs and tested their influence on intention to use. The results show that convenience, responsiveness, and simplicity drive utilitarian motivation, while anthropomorphism and affinity foster hedonic motivation. Both dimensions significantly affect adoption intention. Finally, insights from both phases were synthesized into practical design guidelines for developing older-age-friendly AFAs. The study contributes to theory by extending motivational perspectives on technology adoption in later life and to practice by providing actionable implications.

Although haptic technologies that allow users to touch virtual objects have been actively researched in the academic field of haptics, they are not yet widely adopted in real-world applications. To promote broader adoption, designing haptic stimuli that elicit pleasant sensations is essential since hedonic motivation significantly drives user acceptance. However, how such pleasantness can be effectively induced through haptic stimulation during a user's active exploration remains an open question. Furthermore, it is unclear whether "pseudo-haptics", a low-cost substitute for physical force feedback, can also serve effectively in this affective context. In this study, we investigated the relationship between the applied force during user actions and the resulting pleasantness, using a bow-dragging and arrow-shooting scenario as a case study. Specifically, we conducted three psychophysical experiments to investigate two types of force feedback. One type was a physical force that stimulated the kinesthetic sense, and the other was a pseudo force induced through visual manipulation. Our results revealed that pleasantness tended to be elicited when physical resistance force was present during bow dragging, whereas this tendency was not observed for pseudo resistance force. While there has been a general assumption that pseudo-haptics can replace physical stimuli to some extent in the rendering of haptic properties, our findings quantitatively show that in our case the two are not interchangeable for eliciting positive affect. We also found that the arrow's flying speed contributed to pleasantness as much as the physical resistance force, suggesting that pleasantness is influenced postdictively. Moreover, across all experiments, perceived pleasantness was strongly correlated with the perceived naturalness of the bow-and-arrow behavior. These findings provide valuable insights for designing pleasant interactions involving continuous force feedback, highlighting the distinct roles of physical and pseudo-haptic cues.

ABSTRACT Despite the popularity of branded apps in a technology-driven digital age and their importance to organizations, little research has examined how fundamental motivational drivers impact consumer-brand engagement, value co-creation, and continuance intentions by integrating Service-Dominant Logic, motivational theory, and self-construal theory within the context of branded apps. To investigate how different motivations affect an individual’s perceptions and interactions with the branded app, we test a model of the motivational drivers of customer brand engagement and value co-creation, and subsequently continuance intention, in branded apps. Results show that utilitarian motivation and hedonic motivation have positive impacts on customer brand engagement, which subsequently impacts both value co-creation and continuance intention. Interdependence serves as a positive moderator between brand engagement and value co-creation.

Type of the article: Research ArticleAbstractThe study explores the evolving role of customer loyalty within mobile shopping applications in the context of the Indian market, where the rapid growing penetration of smart phones and mobile commerce adoption poses more challenges and opportunities to mobile commerce companies. Therefore, this study aimed to investigate the effect of confirmation, hedonic motivation, and price saving orientation on perceived usefulness, customer satisfaction, and eventually loyalty by integrating Expectation-Confirmation Theory (ECT) and Technology Acceptance Model (TAM). Data were collected through an online survey of 535 Indian smartphone users who had prior mobile shopping experience. Utilizing partial least squares structural equation modelling, this study examines the relationships among confirmation, perceived usefulness, customer satisfaction, and loyalty. The results show that perceived usefulness and satisfaction are important mediators in the confirmation of (β = 0.188, p < 0.001), hedonic motivation (β = 0.134, p < 0.001), and price-saving orientation β = 0.291, p < 0.001) towards customer loyalty. Customer satisfaction (β = 0.457, p < 0.001) was the most crucial determinant of loyalty among the predictors tested. Price-saving orientation showed significant impact on both satisfaction (β = 0.390, p < 0.001) and the perceived usefulness (β = 0.271, p < 0.001), reflecting Indian consumer’s economic nature. In contrast, hedonic motivation (β = 0.012, p = 0.389) was not significant as a predictor of satisfaction, but it had an indirect impact on loyalty via perceived usefulness, indicating the conjoined effect of emotional and utilitarian motives. These findings enhance the theoretical understanding by extending Expectation-Confirmation Theory within the context of mobile commerce and provide actionable insights for developers and marketers striving for user retention by aligning customer expectations and offering both value and enjoyment through the app.

Type of the article: Research ArticleAbstractVietnam’s FinTech-enabled lending market has expanded rapidly, yet concerns regarding trust, service quality, and regulatory legitimacy persist. Understanding gender-based differences in customer experiences is therefore important for sustainable sector development. This study examines the influence of gender on the satisfaction-loyalty mechanism in Vietnam’s FinTech personal lending context. A structured survey conducted between September 2023 and September 2024 produced 952 valid responses (47.3% male; 52.7% female) from active borrowers across the country’s three major regions. Measurement instruments, adapted from validated scales, demonstrated strong reliability (Cronbach’s alpha > 0.78) and validity (CR > 0.81; AVE > 0.51). Data were analyzed using covariance-based Structural Equation Modeling (CB-SEM) and multi-group analysis. The model achieved a satisfactory fit (CFI = 0.916; TLI = 0.904; RMSEA = 0.059). Six of seven hypotheses were supported: perceived usefulness (β = 0.181, p < 0.001), trust (β = 0.132, p < 0.001), service quality (β = 0.173, p < 0.001), social influence (β = 0.070, p = 0.019), and hedonic motivation (β = 0.082, p < 0.001) enhanced satisfaction, which strongly predicted loyalty (β = 0.514, p < 0.001). Ease of use showed no significant effect (β = 0.052, p = 0.159). Multi-group analysis revealed gender asymmetries: perceived usefulness and hedonic motivation were decisive for men, whereas trust, service quality, and social influence were more influential for women. These findings highlight the need for gender-sensitive strategies to strengthen loyalty and support inclusive growth in Vietnam’s regulated FinTech lending sector.AcknowledgmentThis study would not have been possible without the support and guidance of several individuals and organizations. We extend our sincere gratitude to International School – Vietnam National University, Hanoi; Thuyloi University; and Banking Academy of Vietnam for providing the academic environment and resources necessary for this research.Furthermore, we would like to express our gratitude to our family and friends for their unwavering support and encouragement throughout this research journey.