ABSTRACT Based on the OpenAI ChatGPT, generative AI (Gen-AI) in education has transformed science by using contextual awareness to produce messages that resemble those of a person. Gen-AI, like ChatGPT, which OpenAI frequently employs, has gained popularity, particularly in the educational field. This study looks at many aspects that affect the uptake and real-world application of Gen-AI, such as ChatGPT, to enhance learning outcomes for students. The current study uses the unified theory of acceptance and use of technology (UTAUT2) to bolster our conceptual framework. This study examines data gathered from 482 university students in Pakistan using the partial least squares structural equation modelling (PLS-SEM) approach. According to the results, Gen-AI adoption intention is significantly influenced by performance expectancy, effort expectancy, self-efficacy, hedonic motivator price value, and habit. This study also demonstrates that adoption intention has a substantial impact on Gen-AI actual use. Instructors must encourage the safe use of Gen-AI, such as ChatGPT, in order to preserve students’ critical thinking, abilities, and creativity in their assessments. In order to ensure that Gen-AI tools are used in assessments ethically and appropriately, educators will be essential in providing clear instructions and rules.

Abstract Social comparison has emerged as a critical psychological mechanism in understanding consumer behavior, particularly in shaping impulse buying decisions. Drawing on social comparison theory, this study investigates the relationship between social comparison and impulse buying behavior, with a specific focus on the mediating roles of utilitarian and hedonic shopping values. Using a quantitative research design, data were collected through a structured online questionnaire from apparel consumers in Pakistan. A convenience sampling technique was employed, yielding 294 valid responses. The proposed research model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM 4.0). The findings reveal that social comparison exerts a significant and positive influence on impulse buying behavior. Moreover, both utilitarian and hedonic shopping values significantly mediate this relationship, indicating that consumers’ shopping motivations play a pivotal role in translating social comparison into impulsive purchase decisions. By integrating social influence and shopping value perspectives, this study contributes to the consumer behavior literature in the context of an emerging market. The findings offer practical insights for marketers and retail managers by highlighting the importance of designing promotional strategies and communication messages that appeal to both utilitarian and hedonic motivations to stimulate impulse buying. Additionally, the results provide useful implications for policymakers and practitioners seeking to better understand consumption patterns in developing economies.

Emerging digital technologies are increasingly embedded in consumer-facing financial services, reshaping how users experience, evaluate, and engage with AI-mediated interactions. This paper investigates how the perceived sociality of AI Digital Human Advisors influences user experience in digital financial services. Sociality—defined as the extent to which users perceive an AI Digital Human Advisor as a socially capable actor (e.g., responsive, relational, and role-embedded) rather than a purely functional tool—was experimentally manipulated across four controlled behavioral experiments simulating interactions on financial platforms. The results from four controlled experimental simulations consistently demonstrate that, under controlled interaction conditions, high-sociality AI advisors significantly enhance both utilitarian and hedonic value. Social presence was found to partially mediate these effects, revealing the psychological mechanism through which social cues embedded in emerging AI technologies are transformed into experiential value. Furthermore, two boundary conditions were identified: communication style and usage context. Communication framed around task completion amplified the influence of sociality on utilitarian value, whereas interaction styles emphasizing social connection strengthened its effect on hedonic value. Likewise, purchase-related scenarios heightened functional perceptions, while browsing situations elicited stronger emotional responses. By situating AI Digital Human Advisors within the broader context of emerging digital technologies, these findings extend Social Response Theory into AI-mediated financial environments and provide insights into how technologically enabled social cues shape consumer experience and behavior in digital finance.

Purpose This study investigates the influence of media-driven expectations on customer experiences (CE) within Korean restaurants in Assam, India. It aims to understand how popular Korean media, especially dramas and food content, shape dining expectations and thereby impact customer satisfaction, perceived value (PV) and future behavioural intentions (BI). By focusing on both hedonic (emotional) and utilitarian (functional) values, the research seeks to unravel the mechanisms through which CE translate into loyalty. The study specifically addresses the growing popularity of Korean cuisine in Assam and explores how elevated expectations, fuelled by media and social influence, can affect the PV and intention to revisit these dining establishments. Design/methodology/approach The research employs a quantitative, cross-sectional design using structured surveys administered to 338 patrons across two Korean restaurants in Guwahati, Assam. Drawing on expectancy-disconfirmation theory and cognitive dissonance theory, the study constructs and tests a model linking CE, PV (both hedonic value, HV and utilitarian value, UV) and BI. Statistical analyses include mediation and moderation tests using bootstrapped regression and moderated regression analysis (MRA) to examine direct, indirect and interaction effects. Measures for customer expectations influenced by Korean media are mean-centred and included as moderators to explore how media-driven expectations alter the dynamics between experience and PV. The data analysis was performed in the open-source statistical software R. Findings Both HV and UV dimensions significantly mediate the effect of CE on BI, with UV showing a stronger mediating effect. Elevated customer expectations, shaped by exposure to Korean dramas and online food media, negatively moderate the link between CE and PV – reducing the positive impact of actual dining experiences. The study reveals that while emotional satisfaction (HV) is vital, practical aspects (UV) are more influential in fostering loyalty. The results underscore the risk of cognitive dissonance when media-inflated expectations are unmet, highlighting the necessity for balanced, realistic customer engagement strategies in cultural dining contexts. Research limitations/implications This research is constrained by its exclusive focus on Korean restaurants in Guwahati, Assam, which could limit the applicability of findings to other geographical locations or culinary contexts. The reliance on self-reported responses and a non-probability sampling approach may introduce bias and reduce the generalizability of results. Future studies are encouraged to examine broader or comparative contexts, employ probability sampling or utilize longitudinal designs to capture changes over time. Despite these limitations, the study advances understanding of the interplay between media-induced expectations, PV and loyalty in emerging international cuisine markets. Practical implications The results highlight how Korean media content, such as dramas and food-related reels, shape customer expectations and experiences in Korean restaurants. Practitioners should capitalize on these trends by integrating popular media references into marketing strategies, menu planning and ambience design to resonate with both hedonic and utilitarian customer preferences. Emphasizing staff training to meet heightened service expectations and balancing authenticity with local tastes can further enhance customer satisfaction and loyalty. These insights enable restaurant managers to improve service quality, foster repeat patronage and stimulate positive word-of-mouth in increasingly competitive dining environments. Originality/value This research fills the gap by exploring Korean restaurants owned and managed by non-Koreans in Northeast India, a context rarely addressed in scholarly literature. It provides novel insights into how the Hallyu Wave shapes culinary expectations and behaviour far beyond Korea. By empirically testing both mediation and moderation effects, the study contributes methodologically and theoretically – demonstrating the necessity to balance emotional and functional aspects of service. Its findings are valuable for restaurant managers seeking to leverage cultural trends without falling into the pitfall of overpromising. The paper offers actionable recommendations on aligning marketing communications, managing expectations and sustaining customer loyalty in an emerging market.

Purpose Mobile applications (apps) have become integral to daily life, yet fostering continued user engagement remains a challenge. This study aims to investigate factors influencing continuance intention by comparing goal-directed (e.g. educational) and experiential (e.g. gaming) apps. Design/methodology/approach Structural equation modeling analysis was applied to data extracted from 452 valid survey responses collected from users of popular Chinese mobile apps to determine the mediating effects of inner and social self-relevance and positive and negative emotions and the moderating role of app types (goal-directed vs experiential). Findings Our findings indicate that utilitarian value and social value positively influence both inner and social self-relevance, which in turn positively influence positive emotions, while hedonic value primarily impacts inner self-relevance. Inner self-relevance slightly affects brand love, while negative emotions negatively influence brand love. Furthermore, inherent (hedonic) value has a stronger influence on positive emotions than utilitarian value. A mediation analysis confirmed the mediating roles of inner and social self-relevance in the relationship between perceived value and brand love as well as the indirect effects of perceived value on negative emotions mediated via social self-relevance. Furthermore, a multiple-group analysis revealed significant variations in the influence of perceived value on self-relevance, emotions and brand love for goal-directed vis-à-vis experiential apps. Originality/value This study contributes to the literature by comprehensively examining brand love formation in mobile apps, considering both goal-directed and experiential categories. The findings provide valuable guidance for marketers and designers seeking to enhance user engagement and cultivate user-app relationships in a competitive mobile app market.

Although many studies have examined Pokémon GO, few have explored the role of play partner relationships in Pokémon GO. In this study, a questionnaire survey was conducted to determine how play partner relationships influence players’ perceived hedonic value. A total of 6 hedonic value dimensions and 16 task types were identified through a literature review and player interviews. In terms of hedonic value, players with fixed play partners reported significantly higher levels of spatial exploration compared with solo players. In terms of social interactions, players with fixed and nonfixed play partners scored higher than solo players did. Despite these findings, no significant between-group differences were observed in the dimensions of physical activity, achievement, self-gratification, or relaxation. Each task differently contributed to the hedonic value of social interactions, depending on partner relationships. For example, tasks such as ‘Visit PokéStops’ and ‘Battle at Gyms/Win Gym Battles’ promoted broader social interactions for players with fixed or nonfixed play partners, facilitating encounters with unfamiliar players and enabling the formation of new social ties. By contrast, tasks such as ‘Interact with Buddy’ and ‘Perform Consecutive Nice/Great/Excellent Throws’ fostered deeper interactions among fixed play partners, strengthening relationships with close friends and family members.

ABSTRACT Drawing on the Stimulus – Organism – Response (S-O-R) framework, this study investigates how perceived service excellence, aesthetic environment, and personalization shape customer satisfaction through emotional experience, hedonic value, and utilitarian value. Using data from 430 guests of five-star hotels in Indonesia, the research applies Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed relationships. Results show that all three service stimuli significantly enhance emotional, hedonic, and utilitarian responses, which subsequently increase satisfaction. Emotional experience exerts the strongest mediating effect, underscoring its pivotal role in the luxury guest journey. By integrating emotional, hedonic, and utilitarian pathways into a unified process model, the study advances theoretical understanding of satisfaction formation in emerging luxury markets. Practically, the findings highlight the need for emotionally engaging service design, culturally attuned personalization, and aesthetically immersive environments to strengthen guest satisfaction and loyalty in luxury hospitality.

This study aims to examine key factors influencing customer loyalty toward branded food delivery applications. The proposed conceptual framework examines the effects of post-adoption performance and effort expectancies on perceived utilitarian and hedonic values, which, in turn, influence user loyalty. The moderating roles of customers’ gender and age are also analyzed. This study contributes to the existing literature by investigating the main drivers of customer loyalty from a technology post-adoption and brand-focused perspective. It also offers practical recommendations for managers and policymakers to cultivate lasting customer relationships and segment the market by customer gender and age.

ABSTRACT This mixed-method study investigates the moderating role of hedonic values in the relationships among green perceived service values, green memorable experiences, green travel intentions, and quality of life within a sample of 466 Vietnamese tourists and fifteen qualitative participants. Utilizing the Stimulus-Organism-Response framework, the quantitative findings reveal that green perceived service values significantly impact green memorable experiences and quality of life while also mediating the relationship between these experiences and travel intentions. The qualitative insights further elucidate these relationships, highlighting themes such as conscious consumerism, emotional connections to nature, and the interplay between comfort and sustainability in travel choices. Notably, hedonic values were found to moderate the effect of green memorable experiences on travel intentions and quality of life, reinforcing the importance of integrating pleasure and responsibility in green tourism initiatives. This study contributes valuable insights to the fields of tourism and sustainability, offering practical implications for enhancing green travel marketing strategies.

This study aims to determine the effect of Utilitarian, Hedonic, and Social Value on Continuous Purchase Intention through Trust in Streamer and Trust in Product as mediating variables in Tokopedia Live Streaming in Jakarta. Data analysis in this study was conducted quantitatively and used a descriptive and causal research design. Variables were measured using a 5-point Likert scale. This study used primary data collected through questionnaires. The sampling method used was non-probability sampling with purposive sampling techniques using 267 respondents. The research data was processed using SmartPLS 4.0 software. The data analysis technique used in this study was structural equation modeling. The results of this study indicate that Utilitarian Value, Hedonic Value, and Social Value have an influence on Trust in Streamer and Trust in Product, and Trust in Streamer and Trust in Product have an influence on Continuous Purchase Intention. This study is expected to provide input and suggestions to E-Commerce companies, especially Tokopedia, regarding the Live Streaming feature that is the object of this study, so that they can increase their market share in the Live Streaming feature in Indonesia.

The rapid digital transformation has significantly reshaped marketing strategies in higher education, demanding institutions to adopt innova-‎tive approaches that align with the media habits of Generation Z. This study aims to analyze the effectiveness of viral marketing strategies on ‎TikTok in increasing digital brand engagement, strengthening institutional brand image, and enhancing students’ intention to enroll at the ‎Institute of Informatics and Business (IIB) Darmajaya. Theory in the Stimulus–Organism–Response (SOR) framework faces the conceptu-‎alization of TikTok’s viral marketing through hedonic, functional, aesthetic, social interaction, and self-identity values that influence cogni-‎tive–affective responses (digital engagement and brand image), leading to behavioural intention (intention to enroll). Using a quantitative ‎approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) on 166 respondents aged 15–20 years, the results reveal that ‎all five psychological dimensions significantly contribute to viral marketing effectiveness. Viral marketing exerts a strong and positive impact on digital brand engagement (T-stat = 23.542; f² = 1.398), while digital engagement mediates the relationship between viral marketing ‎and brand image (T-stat = 16.594). Furthermore, brand image demonstrates a significant influence on the intention to enroll (T-stat = ‎‎16.594; f² = 0.827). The model explains 58% of the variance in brand image, 58% in digital brand engagement, and 44.9% in the intention ‎to enroll, confirming a medium-to-strong predictive power. Theoretically, this study extends the SOR frameworks into the realm of higher ‎education marketing, emphasizing the emotional and social contagion mechanisms that drive digital engagement and institutional branding. ‎Practically, the findings suggest that universities must design emotionally resonant, socially interactive, and identity-based TikTok campaigns to transform virality into meaningful engagement and real enrollment intention‎.

ABSTRACT National parks attract millions of visitors seeking meaningful and restorative experiences while supporting ecological preservation and human wellbeing. However, research has given limited attention to the ways in which environmental perceptions and internal psychological processes interact to explain visitor satisfaction. The study is grounded in the Stimulus–Organism–Response (S–O–R) model, which explains how external stimuli shape internal psychological states that drive behavioral outcomes. Empirical data were gathered through a visitor survey conducted in two Finnish national parks, Nuuksio and Repovesi, which yielded 488 valid responses analyzed through covariance-based structural equation modeling. The proposed framework links natural value, environmental authenticity, hedonic experience, involvement, and satisfaction to reveal the emotional and cognitive mechanisms underlying visitor experience. The analysis demonstrates that environmental authenticity is a dominant predictor of natural value (β = .65) and hedonic experience (β = .41). The model explains 57% of hedonic experience, 82% of involvement, and 42% of satisfaction, evidencing the central role of perceptual and experiential mechanisms in national park settings. Overall, the findings show that authenticity and natural value jointly shape emotional and behavioral responses, extending the S–O–R model to nature-based tourism and offering practical insights for enhancing satisfaction and sustainable park management.

Type of the article: Research ArticleAbstractThe rapid transformation of live streaming commerce in Indonesia highlights the need to understand the psychological factors that drive Consumer Engagement (CE) and Loyalty. Therefore, this study aims to examine the dual mediating role of seller trust and platform trust in bridging the influence of customer-perceived value (utilitarian, hedonic, and symbolic) on customer engagement. The method used was a quantitative survey with a purposive sampling technique in Indonesia. The survey was conducted in early 2025, targeting 300 active TikTok Shop users who had made at least one purchase in the past three months. This sample is relevant because Gen Z (59%) and women (75.3%), which are the dominant market segments in the social commerce ecosystem, dominate it. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) as an extension of the Stimulus-Organism-Response (S-O-R) framework. The analysis results confirmed all significant hypotheses (p<0.01). This structural model explained 42.4% of the variance in Customer Engagement (CE). It was found that all three value dimensions had a positive direct effect, with utilitarian value (β = 0.250), hedonic value (β = 0.179), and symbolic value (β = 0.202). Crucially, seller trust (β = 0.239) and platform trust (β = 0.186) served as significant, complementary partial mediators, strengthening the value-engagement relationship. Furthermore, the strongest path relationship in the overall model was between utilitarian value and Seller Trust (β = 0.388), indicating that the foundation of interpersonal trust in sellers relies heavily on functional signals and transparent information.AcknowledgmentConflict of interest: The authors declare that they have no conflict of interest.

Green cincau (Premna oblogifolia Merr) can form gel, but it is fragile and easily syneresis, so gelatine is needed as another gel-forming material. However, the addition of gelatine with high concentration causes hard texture, therefore iota carrageenan as an alternative gel-forming material is substituted. The purpose of this study was to determine proper ratio of gelatine and iota-carrageenan concentrations for the quality of green grass jelly products. The experiment was arranged in completely randomized design (CRD) with 5 ratios of Gelatine to Iota Carrageenan, namely P1 (10%:0%), P2 (7%:3%), P3 (5%:5%), P4 (3%:7%) and P5 (0%:10%). Data was analyzed using ANOVA followed by HSD test at α = 0.05 for texture test, water content, ash content, antioxidant activity value, and organoleptic test. Results showed that the best treatment for green cincau jelly was treatment P3 with gel strength at hardness parameters of 2200.23 gf, springiness 0.96%, chewiness 1911.30 gf, and gumminess 2111.98 gf due to the interaction between gelatine and iota carrageenan. The water content was 47.28%, ash content was 1.06%, antioxidant content was 374.83 ppm, hedonic values for all parameters were in the range of 4 (taste) and 5 (colour, aroma, texture) and the results of the number of yeast molds <1×102 colonies/ml.

This study aims to analyze the effect of Hedonic Shopping Value on Impulse Buying with Shopping Lifestyle as a mediating variable among Shopee users in North Kalimantan Province. The research background is the growing prevalence of impulsive purchasing behavior in e-commerce, driven by hedonic shopping experiences, interactive digital platform features, and changes in consumer lifestyles. This study employs a quantitative approach, using a survey of 150 Shopee users across regencies and cities in North Kalimantan. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine both direct and indirect relationships among variables. The results show that Hedonic Shopping Value has no significant direct effect on Impulse Buying but does have a positive and significant effect on Shopping Lifestyle. Furthermore, Shopping Lifestyle has a significant positive effect on Impulse Buying and fully mediates the relationship between Hedonic Shopping Value and Impulse Buying. These findings indicate that momentary emotional stimuli do not merely drive impulsive buying behavior; they are also strongly influenced by consumers’ shopping lifestyles shaped within the e-commerce ecosystem. Theoretically, this study contributes to the development of digital consumer behavior literature. At the same time, it offers practical implications for e-commerce platforms in designing hedonic shopping experiences that foster sustainable shopping lifestyles.

Abstract Online shopping cart abandonment is widespread, causing major losses in potential revenues for e-commerce companies. We expand efforts to mitigate cart abandonment by investigating how the cart’s product composition affects abandonment and testing easy-to-implement interventions. We hypothesize that consumers are more likely to abandon carts containing a higher proportion of hedonic relative to utilitarian products. This cart composition effect arises because carts containing higher hedonic-to-utilitarian product ratios are perceived as more hedonic overall, increasing consumer guilt regarding cart purchase, and the likelihood of cart abandonment. Analyses of two large-scale field datasets and four controlled experiments provide converging evidence for the cart composition effect (Studies 1A-3) and the mediating role of perceived hedonism and consumer guilt (Studies 2, 4A, 4B). Substantively, we offer empirical support for a practical and easily implemented intervention: using e-commerce recommendation systems to reduce cart abandonment by suggesting utilitarian items (Studies 4A & 4B). Our findings suggest that recommendation systems may serve as an effective tool for reducing cart abandonment and underscore the importance of incorporating hedonic value considerations into recommendation algorithms. We conclude by discussing the practical implications of our findings for the development of more effective marketing strategies and improving online conversion rates.

Psychological foundations of ethical consumerism: Influential role of quality and stigma.

Background: The fashion industry in Indonesia continues to grow, including in Aceh, where rising consumer interest in fashion products has been accompanied by an increase in impulse buying behavior. Understanding the factors that drive this behavior is important to explain why Aceh represents a relevant research context.Purpose: This study aims to examine the effects of fashion involvement and hedonic shopping value on impulse buying decisions, with positive emotions as a mediating variable.Design/Method/Approach: This study employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 152 respondents in Aceh using purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS software.Findings/Results: The results indicate that fashion involvement and hedonic shopping values have positive effects on impulse buying. Positive emotions significantly mediate both relationships.Conclusion: The findings suggest that fashion marketers should design strategies that stimulate positive emotions to encourage impulse purchases. Such strategies are expected to be particularly effective among consumers with higher levels of fashion involvement, who tend to exhibit stronger purchasing tendencies.Originality/Value (State of the Art): This study contributes to the literature on consumer behavior in the fashion sector by highlighting the mediating role of positive emotions in impulse buying behavior. It also offers practical insights for marketers in developing more effective promotional strategies. Keywords: fashion involvement, hedonic shopping value, impulse buying, positive emotions, fashion marketers

This study aims to examine and analyze the influence of external stimuli and social presence on online impulsive buying behavior among Generation Z in Banjarmasin City, with browsing activity as a mediating variable. The development of the digital ecosystem has shifted Generation Z's consumption patterns, making them more reactive to visual and social stimuli, often leading to unplanned shopping decisions. This research method uses a quantitative approach. Primary data was obtained through the distribution of online questionnaires via Google Forms to 150 Generation Z respondents in Banjarmasin City aged between 16 and 29 years. The data analysis technique applied was Structural Equation Modeling – Partial Least Squares (SEM-PLS) with the help of SmartPLS or AMOS software. The analysis stages include evaluation of the measurement model ( outer model ) to test validity and reliability, as well as evaluation of the structural model ( inner model ) to test the hypothesis. The results of the study indicate that external stimuli, presented through the utilitarian and hedonic values of online reviews, have a positive and significant influence on browsing activity . Similarly, the social presence variable formed by the elements of interactivity, vividness , and media richness, is proven to significantly trigger an increase in browsing intensity on e-commerce platforms . A crucial finding in this study is that browsing activity is proven to mediate the relationship between external stimuli and social presence on online impulsive buying behavior. Theoretically, intensive browsing activity triggers self-control fatigue ( ego depletion ), which ultimately weakens consumers' cognitive inhibitions and encourages the satisfaction of hedonic motives through impulsive buying. Practically, this research offers implications for e-commerce players to strengthen the quality of review content and deliver immersive visual experiences to increase consumer engagement. Furthermore, these findings serve as a reminder for consumers to be more conscious about regulating the duration of product exploration to avoid excessive consumer behavior.

Purpose This research analyzes the impact of Environmental Practices and Hedonic Values on Guest Loyalty within accommodation establishments in Northeast Brazil. The primary aim is to provide hotel managers with actionable insights and contribute to tourism and hospitality research, highlighting the relevance of environmental practices and experiential lodging in fostering guest loyalty. Design/methodology/approach The study adopts a positivist approach. Hence, to test the research hypotheses, the study adopts a survey-based approach to gather self-reported data. Based on 207 self-reported data gathered using a survey-based questionnaire, the proposed theoretical model was further validated through confirmatory factor analysis (CFA), and the research hypotheses were tested using multiple regression analysis in the commercial IBM SPSS package version 26. Findings The results indicate that: (1) guests are increasingly environmentally conscious; (2) they actively avoid establishments that neglect environmental concerns, and are even willing to pay more for eco-friendly accommodations. The influence of Environmental Practices and Hedonic Values on Guest Loyalty to accommodation establishments was also confirmed. Originality/value This research presents a model to assess and analyze Environmental Practices, Hedonic Values and guest loyalty, offering valuable contributions to future academic studies and hotel management practices.