ABSTRACT This study builds and tests a model of AI-generated educational video adoption for children’s safety clothing. The model proposes perceived value and perceived quality as key antecedents, attitude, and self-efficacy as mediating variables, and a sense of safety as a direct predictor of adoption. The model highlights how perceived value and quality are linked to adoption through attitude, self-efficacy, and sense of safety. Using survey data collected from 300 kindergarten and elementary school teachers in the Republic of Korea and analyzed through partial least squares structural equation modeling (PLS-SEM), the findings show that both perceived value and perceived quality positively influence attitude toward AI-generated safety educational video and self-efficacy. In turn, attitude and self-efficacy positively influence the sense of safety which strongly drives the adoption of AI-generated safety educational videos. This study makes contributions to the body of knowledge in the researches on consumer behavior related to the AI generated safety educational video by identifying the unique roles of attitude, self-efficacy, and sense of safety as key variables in explaining the adoption of AI-generated educational video for children’s safety clothing.

This study investigates the relationship between customers' intention to purchase health insurance in Northern India and perceived behavioral control (PBC), which is based on the decomposed theory of planned behavior (DTPB). Three core dimensions of PBC are identified: social influence, perceived ease of access and financial affordability, discovered through the use of exploratory factor analysis (EFA). The study further investigates how gender and marital status moderate these relationships to inform targeted marketing strategies. Convenience sampling was used to gather primary data through an online poll with 400 participants. The three PBC dimensions were extracted and validated using EFA, and their direct impacts on purchase intention were then tested using partial least squares structural equation modeling (PLS-SEM). Moderation effects by marital status and gender were investigated using multi-group analysis (MGA), which produced strong t-statistics and p-values. PLS-SEM reveals perceived ease of access is the best predictor of purchase intention (t=6.070, p<0.001), followed by social influence (t=4.400, p<0.001) and financial affordability (t=5.486, p<0.001). Financial affordability and social influence have a greater impact on women, whereas perceived ease of access had a greater impact on males, according to MGA, which shows significant gender-based moderation. These associations are also moderated by marital status; married people react more strongly to accessibility, whereas single people are more impacted by affordability and social influence. These results offer practical applications for lawmakers and insurance companies undertaking business in developing nations. The study makes recommendations for future longitudinal and cross-cultural research while acknowledging the drawbacks of convenience sampling and a cross-sectional approach. This study examines the dimensional structure of PBC in relation to health insurance purchase intention in a developing-nation situation by integrating PLS-SEM and EFA in a novel way inside the TPB framework. It fills a major vacuum in culturally nuanced consumer Behavior research in emerging nations and provides actionable data for insurers looking to segment their marketing strategies by revealing innovative moderations based on gender and marital status.

How AI coach voice anthropomorphism influences exercise adherence: A PLS-SEM and fsQCA analysis.

BackgroundPrior studies concentrated the application of regulatory focus on employees' positive actions and behaviors. No such validating regulatory focus scales limit its future research opportunities.ObjectiveThe paper validates the regulatory focus scale initially created by Wallace and Chen (2006) within the context of Malaysia.MethodsInitially, a review of the literature was carried out to identify the core components of regulatory focus and the relevant items. Subsequently, these items were evaluated by expert panel. A systematic sampling approach was applied, yielding 344 responses from the Malaysian healthcare workers. Partial Least Square-Structural Equation Modeling (PLS-SEM) was employed as regulatory focus was operationalized as second-order formative construct because it formed by the prevention- and promotion- focused which considered as first-order reflective constructs. After that, the regulatory focus scale was assessed for convergent validity and discriminant validity.ResultsThe results revealed that two dimensions namely promotion- and prevention-focused are well-suited for assessing regulatory focus. Regulatory focus is defined by these two dimensions. If any of these elements are omitted, the nature of regulatory focus could be changed.ConclusionsThis study contributes to the body of knowledge by validating regulatory focus scale as scale validation studies are scarcely found.

Development of a river habitat quality index (RHQI) framework for dry-hot valleys: Unraveling driving mechanisms and management implications.

BackgroundThe consumers' wants have gradually resulted in the shift toward the sustainable food paradigm, where foods that are environmentally friendly, ethically produced, and good for health are being emphasized. Thus, sustainability has become one of the most important purchasing decision criteria along with nutrition and quality.AimThe paper aims to see the effect on consumer's attitude and behavior towards sustainable food by the factors of health and environmental consciousness, with the focus on the mediation of a healthy lifestyle.MethodsThe PLS-SEM (Partial Least Squares Structural Equation Modeling) method was used for the analysis of the data collected by the questionnaires given to 443 people in Haryana, India.SummaryThe study brought out the conclusion that health and environmental consciousness both significantly and positively influence consumer attitudes towards sustainability in food, along with the healthy lifestyle being a vigorous mediator of the consumer attitudes and, health and environmental consciousness. The model was found to have a very high explanatory power and also a high predictive relevance. The study in its theoretical aspect broadens the value-attitude-behavior framework by connecting awareness to lifestyle practices, while in its practical aspect it gives marketers and policymakers a signal to promote sustainable food through health and environmental consciousness.

Social networking sites engagement and purchase intention toward foreign brands: The mediating roles of multicultural experience and foreign brand love.

A PLS-SEM approach to model the motivation to learn mathematics in online classes: The mediating roles of self-reflection and self-monitoring.

Bridging innovation and sustainability: The impact of entrepreneurial practices on ESG outcomes

From greenwashing to green trust: Understanding the consumer behavior in the fashion industry.

Does perceived corporate social responsibility (CSR) relate to green behaviors among hotel customers? A conservation of resources perspective.

Linking trauma-informed features of Kickboxing to trait resilience: Evidence from a quantitative study.

How can generative artificial intelligence empower circular supply chain practices? Evidence from Chinese companies

The relationship between challenge and feedback mechanisms in gamified learning experiences and learning engagement: The mediating role of flow.

Increased groundwater recharge under climate change will enhance nitrogen fixation in groundwater-dependent ecosystems.

Will the advancement of GAI diminish international students' reliance on Chinese language teachers? Evidence from SEM and FsQCA.

Influencing factors of employment decisions among physical education majors: The mediating role of psychological resilience and the moderating role of gender.

Neuroadaptive retailing: How quantum-enhanced biometric systems drive consumer engagement through cognitive and emotional alignment.

Multigroup analysis of determinants influencing infant mortality rates in six Gulf Cooperation Council countries.

Configuring psychological and infrastructural resources for poverty reduction: A hybrid PLS-SEM/fsQCA analysis of women's digital entrepreneurship.