Squares-structural Equation Modeling Research Articles

The community of inquiry as a tool for measuring student engagement in blended massive open online courses (MOOCs): a case study of university students in a developing country

While massive open online courses (MOOCs) promise to democratise access to education, the literature reveals a nuanced understanding of engagement in these settings, especially in resource-constrained environments. Blended MOOCs combine MOOCs and physical classroom settings of contents and instructions. This study extends this discourse by focusing on blended MOOCs, which remain under-explored in the context of developing countries. The blended MOOC at the University of Cape Coast (UCC), Ghana, deals with third-party MOOCs as open educational resources (OERs) integrated with campus-based courses. UCC students have been using such blended MOOCs since 2016, when all level 100 students were mandated to enrol in a course entitled Information Technology Skills (ITS101). ITS101 is aligned to courses in a MOOC platform called Alison as an OER. Students' engagement is key to their continued use and satisfaction with online learning, such as MOOCs. However, among all the e-learning modes, students' engagement is the lowest in MOOCs, leading to high dropout rates. Blended MOOCs are one of the techniques recommended to reverse the undesirability of MOOCs, including engagement. However, few studies have been conducted on students' engagement in blended MOOCs, especially among university students in sub-Saharan Africa using MOOCs as OERs. Thus, this paper aims to measure student engagement in blended MOOCs using the revised Community of Inquiry for university students in a developing country. The rationale is to determine whether factors affect engagement positively or negatively. A two-stage cluster sampling technique was used to determine the participants for this study. A list of blended MOOC classes offered at UCC was obtained from the staff's mailing list. In the first stage, academic levels (100, 200, 300 and 800) were randomly selected from the strata using a lottery sampling technique. In the second stage, another simple random selection of blended MOOC courses or classes was used within each selected academic level. All students in the selected classes were then included in the study. Partial Least Squares Structural Equation Modelling was used to validate the model on the predictive relationships existing among the four presences (cognitive, learning, social and teaching) and engagement. Results from the structural model analysis proved a statistically significant predictive relationship among the constructs within the model. Learning presence had the most significant effect on student engagement. Thus, it should be included as one of the presences in the community of inquiry.

Implications of HR managers' green attitude: a study of Indian hospitality sector

PurposeThe paper examines the influence of green attitude of HR managers on the other key HRM variables in an organizational context. Specifically, the objective of the paper was to determine if HR managers’ green attitude influences the green behavior of employees in an organization, while accounting for the mediating and moderating effect of contingent variables.Design/methodology/approachData were gathered from 175 human resources managers of Indian hotels using a structured instrument and subjected to partial least squares-structural equation modeling (PLS-SEM) analysis, using SmartPLS 3.0 software.FindingsWhile the green attitude of human resource managers was found to positively influence the green behavior of employees, it was observed that the extent of green rewards played a mediating role in the relationship. Top management support was found to moderate the relationship between green attitude of human resource managers and green human resource management practices.Practical implicationsThe study identifies how green behavior of employees can be improved by focusing primarily on the green attitude of HR managers. Thus, recruiting HR managers with high green orientation, contingent on the exogenous factors mentioned in the study being considered, will result in greater pro-environment employee behavior.Originality/valueOur unique contribution was viewing greening practices in the organization through the HR managers’ lens, who are critical in implementing green practices in an organization, thus providing novel insights compared to earlier studies in the field.

Effect of spiritual leadership on psychological safety climate and team innovation in consulting teams: the moderating role of occupational self-efficacy

Purpose This study examines the effect of the spiritual leadership of the leaders in a consulting team on psychological safety climate and team innovation. Moreover, our research adopts the contingency theory of leadership to investigate whether the effect of spiritual leadership on psychological safety climate and team innovation could be moderated by personal characteristics of team members in terms of occupational self-efficacy.Design/methodology/approach Survey data were obtained from 229 team members across 24 consulting firms in Bangkok. To minimize common method bias, team innovation was assessed by team leaders while other variables were assessed by team members. We used Partial Least Squares Structural Equation Modeling to analyze the data.Findings The analysis supports the positive effect of spiritual leadership on psychological safety climate and team innovation. Psychological safety climate also mediates the effect of spiritual leadership on team innovation. Lastly, the moderating effect analysis shows that the spiritual leadership of the team leaders exerts a weaker influence on the psychological safety climate and team innovation when team members exhibit high levels of occupational self-efficacy.Practical implications Because spiritual leadership plays a significant role in boosting team innovation through the creation of a psychologically safe climate, the consulting firms can provide a leadership development program to help their team leaders to gain insight into the nature of spiritual leadership and learn how to demonstrate appropriate behaviors when they supervise a team. In particular, this policy recommendation is highly relevant when team leaders supervise members who exhibit low occupational self-efficacy.Originality/value Our findings not only illustrate that spiritual leadership could enhance team innovation through the mediating role of psychological safety climate, but the level of occupational self-efficacy of the team members could significantly reduce the effects of spiritual leadership on psychological safety climate and team innovation.

Measuring the Critical Success Factor of Safety Program in Drilling and Well Intervention Operation at PT. MHK, Ltd.

The drilling and well intervention division implements various safety initiatives to prevent incidents. Despite its multiple activities, an assessment has yet to be conducted to determine the program’s efficacy. This paper aims to determine the elements that impact the effectiveness of safety program execution in drilling and well intervention operations in MHK, Ltd. The Author conducted measurements utilizing variables related to the critical success factor of the safety program, as outlined in the cross-reference research article. Subsequently, the author introduces a system of incentives in variables quantified as a novelty of this research based on input from subject matter experts. By understanding the variables that influence the efficacy of the safety campaign, the safety campaign initiatives will be more focused on mitigating accidents within the drilling and well intervention divisions. The research was conducted utilizing a quantitative approach, where data was gathered through a questionnaire that employed a Likert scale. The population comprises individuals employed in the Drilling and Well Intervention roles at many locations, including the site, field, barge, rig, and town. The data is further analyzed using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique, employing the smartPLS4 software. The study findings indicated that three out of five variables examined had a favorable and significant impact on the efficacy of the safety program at DWI MHK, Ltd.: management commitment, reward and punishment, and safety arrangement. We propose strengthening identified elements and addressing weaknesses, including utilizing digitalization and artificial intelligence for safety monitoring.

Unleashing the potential of social media celebrities to promote food waste reduction in educational institutions: developing an extended model based on the value-belief-norm theory

PurposeThis study aims to provide insights into the drivers of student engagement in food waste reduction strategies in educational institutions. The proposed research model integrates social media celebrities' attractiveness, expertise and trustworthiness with the value belief norm (VBN) theory to explore their influence on students' behaviour towards food waste reduction.Design/methodology/approachThe data were collected from 417 students enrolled in public and private universities in the Riyadh and Macca regions of Saudi Arabia to evaluate the proposed model. The partial least squares-structural equation modelling (PLS-SEM) was employed to analyse the responses.FindingsThe results showed that VBN theory's components, such as values (biospheric, altruistic and egoistic), beliefs (new ecological paradigm, awareness of consequences and aspirations of responsibility) and norms significantly and positively influence food waste reduction behavioural intentions. It was also discovered from the results that social media celebrities' attractiveness, expertise and trustworthiness influence food waste reduction behavioural intentions.Originality/valueThis study contributes significantly to the literature by identifying factors influencing student engagement in food waste reduction strategies in educational institutions where limited research exists. It fills this research gap by developing a novel theoretical framework integrating social media celebrities' attributes with the VBN theory to explain these factors.

Am I Safe at My Educational Place? Creating Secure and Sustainable Urban Learning Spaces Through Green Infrastructure and Ecological Education

Green infrastructure has become a critical part of society for environmental sustainability. Students studying in public urban spaces seem less satisfied with their living standards and environmental conditions. This research aims to determine the impact of perceived danger in urban public spaces, green infrastructure, and ecological education on student satisfaction. Additionally, this study considers the moderating effects of ecological education and green infrastructure. Data were collected from 350 students at public schools and colleges. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method was used for data analysis. The study found a significant direct relationship between perceived danger in urban public spaces, green infrastructure, ecological education, and student satisfaction. Moreover, the moderating effects of green infrastructure and ecological education are significant in increasing student satisfaction. This research is based on a novel idea and contributes a newly developed model to the body of knowledge on student satisfaction and ecological education. The research has both theoretical and practical implications for improving student satisfaction through ecological education and green infrastructure. The limitations of this research are described, along with future directions to guide researchers in their future studies.

The Influence of Culinary Diversity and Tourism Events on Tourist Expenditures (Study in Central Lombok Regency with Destination Image as Intervening Variable)

This research investigates the interplay between culinary diversity, tourism events, destination image, and tourist expenditures in Central Lombok Regency, Indonesia. A quantitative approach utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze data gathered from domestic and international tourists. Hypothesis testing revealed significant positive relationships between culinary diversity and tourist expenditures, tourism events and tourist expenditures, culinary diversity and destination image, tourism events and destination image, as well as indirect effects through destination image on tourist expenditures. The result highlights the economic importance of diverse culinary experiences and engaging events in driving tourism revenue, shaping destination image perceptions, and influencing tourists' spending behaviors. The study underscores the need for integrated destination management strategies to leverage Central Lombok's cultural and gastronomic assets for sustainable tourism development.

The Influence of Training and Development Programs, Job Autonomy, and Organizational Culture on Employee Job Satisfaction and Performance

This research explores the intricate relationships between training and development programs, job autonomy, organizational culture, and employee outcomes, with a specific focus on the mediating role of job satisfaction. The study employs a mixed-methods approach, integrating quantitative analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) with qualitative insights gathered from interviews and focus group discussions. The results highlight the positive impact of effective training programs, job autonomy, and a supportive organizational culture on job satisfaction levels among employees. Job satisfaction emerges as a crucial mediator, translating these organizational factors into improved performance, motivation, and overall well-being. The findings underscore the importance of prioritizing strategies that enhance job satisfaction to foster a more engaged and productive workforce, ultimately contributing to organizational success

Assessing the Effect of Compensation Packages, Work-Life Balance Policies, and Career Development Opportunities on Employee Retention: A Case Study of MSME Employee

In today's competitive business environment, Micro, Small, and Medium Enterprises (MSMEs) face significant challenges in attracting and retaining top talent. This study examines the impact of compensation packages, work-life balance policies, and career development opportunities on employee retention within MSMEs. Using a quantitative research design and Partial Least Squares Structural Equation Modeling (PLS-SEM), data from 300 respondents were analyzed to explore the relationships between these factors. The findings reveal significant positive relationships between compensation packages, work-life balance policies, career development opportunities, and employee retention. These results highlight the importance of strategic investments in human capital and the creation of conducive work environments to foster employee loyalty and commitment within MSMEs.

Investigating the antecedents of mHealth adoption by older adults in a lower-middle income country: The PLS-MGA approach

ABSTRACT The adoption of technology and the rising digital divide among the older adult population, predominantly in lower-middle income countries such as Bangladesh, have posed a precarious challenge. Hence, the time has come to navigate this upcoming challenge. Thus, the current research aims to investigate the impact of perceived usefulness (PU), perceived ease of use (PE), and perceived risk (PR) on the behavioral intention to adopt mHealth (BI). Furthermore, multigroup analysis (MGA) is used to examine BI regarding gender and income groups. Data from 140 older adults in Bangladesh were gathered and later analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to estimate the measurement and structural model parameters and produce concurrent bootstrap evaluations. The findings revealed that PE and PU substantially affect the intention to adopt mHealth, whereas PR has small effect on mHealth adoption. Furthermore, the MGA depicts that the effect of PR is statistically significant for older adult males and females. Additionally, the effect of PE on behavioral intention to adopt mHealth between income groups (lower income vs. higher income) is significant. Therefore, this research advances our theoretical and empirical understanding by yielding new scholarly evidence in the domain of mHealth adoption by older adults. Finally, the paper concludes with augmented practical considerations concerning the adoption of mHealth as a technology by older adults, which will assist in alleviating the digital divide for any such lower-middle income country across the globe.

Emotional analysis of multiplayer online battle arena games addiction

IntroductionMultiplayer Online Battle Arena (MOBA) games have garnered widespread popularity as a form of recreational activity. The launch of League of Legends (LoL), a prominent MOBA game, has captivated the enthusiastic pursuit of gamers in the MOBA community. The surge in MOBA game fervor, coupled with the influence of personal emotions, can result in excessive engagement, ultimately leading to addiction.ObjectiveThis study aimed to investigate the moderating effects of visceral perception, behavior, and reflection on game players’ addiction within the framework of Leisure Theory (LT), Uses and Gratification Theory (UGT), and Emotional Design Theory (EDT).MethodsA hypothesized theoretical model was developed and empirically evaluated based on 236 self-reported validated responses from MOBA gamers. SPSS (version 26) was employed for demographic analysis and game duration analysis. The measurement model and structural model analyses were conducted in two stages using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.0 to validate the nine theoretical hypotheses.ResultsIt has been observed that personal emotions significantly contributes to MOBA game addiction during gamers’ leisure time or moments of gratification. Specifically, a noteworthy connection exists between two dimensions, namely gamers’ behavior and reflection, demonstrating a positive correlation with gaming addiction. Without taking entertainment as a motivating factor, there is no significant relationship between gamers’ leisure-time and visceral perception.ConclusionThis study enhances the theoretical model of gamers’ behavioral motives in engaging with MOBA gaming and contributes to the expansion of research on game addiction theory. These findings offer valuable theoretical insights for emotional design in games and the design of mechanisms for preventing game addiction.

Generation Z's Decision to Use QRIS in Mataram City: UTAUT Model

In Mataram City, West Nusa Tenggara, this study employs the Unified Theory of Acceptance and Use of Technology (UTAUT) paradigm to investigate the factors influencing Generation Z's adoption of the Quick Response Code Indonesian Standard (QRIS). Using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, 128 participants were included in a quantitative analysis to examine how performance expectations, effort expectations, social influences, and facilitating conditions affect behavior and intentions when using QRIS. The findings indicate that performance expectancies, social influences, and environmental factors all have a significant impact on behavioral intentions, even when effort expectancies do not directly affect them. Furthermore, a noteworthy correlation was also observed among QRIS use, behavioral intents, and enabling situations. These results emphasize how crucial it is to address issues like social influence, performance expectations, and other motivators in order to promote Generation Z's adoption of QRIS in Mataram City and bolster Indonesia's digital payments ecosystem.

Online groups show how technology supports healthcare needs for patients and families: an illustrative model for COPD facebook groups

Introduction:This study examines how online technologies can support patients and their families address specific medical needs by creating an integrated theoretical framework based on the Health Belief Model, Social Exchange Theory, and Technology Acceptance Model.Methods:We obtained a total of 264 responses from an online survey posted in several COPD Facebook groups. After data preprocessing, we were left with 155 responses that met our inclusion criteria. Using the Partial Least Squares-Structural Equation Model (PLS-SEM), we evaluate how individuals in Chronic Obstructive Pulmonary Disease (COPD) Facebook groups seek information.Results:This study examines the relationship between demographic variables, psychological attributes (including emotional support and self-worth), perceived disease severity, benefits and barriers, and the perceived utility and ease of internet use in the information-seeking behavior of COPD patients on Facebook.Discussion:The findings underscore the importance of ease of internet use and intuitive platform design as a critical determinant that positively affects user engagement and fosters active participation among online participants. These findings offer critical insights into how online communities help patients and families obtain broad support and enhance the adoption and acceptance of emerging healthcare technologies. This also shows the advantages that online platforms offer individuals managing chronic diseases. Given these insights, we urge healthcare providers to recognize the beneficial effects of online health communities on patient well-being and health outcomes. This understanding is essential for healthcare professionals seeking to enhance patient care, aiming to improve the quality of life for individuals with chronic diseases in an increasingly digital landscape.

FACTORS AFFECTING INTENTION TO USE NATIONAL SINGLE WINDOW (NSW) THROUGH PERCEIVED EASE OF USE AND PERCEIVED USEFULNESS IN IMPORT, EXPORT AND LOGISTICS ENTERPRISES

Purpose – The purposes of this research were to study factors affecting intention to use National Single Window (NSW) through perceived ease of use and perceived usefulness in import, export, and logistics enterprises.Methodology – The research methodology was quantitative research with survey method by using questionnaires for data collection. The respondents were 400 participants, who are importers, exporters, and logistics service providers which are located in the Bangkok Metropolitan Region. Descriptive statistics used for data analysis included frequency, percentage, mean, and standard deviation. Due to hypothesis testing, inferential statistics were used, specifically Pearson’s Product Moment Correlation Coefficient and Partial Least Squares-Structural Equation Modeling (PLS-SEM).Results – The results of hypothesis testing revealed that acceptance and use of technology had a positive and significant effect on perceived ease of use and perceived usefulness whereas organizational support had a positive and significant effect on perceived ease of use, and technology experience had a positive and significant effect on perceived ease of use and perceived usefulness at a significance level of 0.001. In addition, perceived ease of use had a positive and significant effect on perceived usefulness and intention to use, and perceived usefulness had a positive and significant effect on intention to use at a significance level of 0.001. Nevertheless, the results showed that organizational support did not have a significant effect on perceived ease of use. Finally, there were significant indirect effects on the relationships among acceptance and use of technology, perceived ease of use, perceived usefulness, and intention to use. Implications –The findings present several implications for both academia and management practitioners, providing insights into crafting effective strategies to enhance users’ or employees’ technology adoption once new technologies and/or systems are introduced in the workplace.Originality/Value – This research sought to enhance comprehensive comprehension of the intricate interplay among the UTAUT Model, perceived ease of use, perceived usefulness, and intention to use, interpreting their collective influence on potential users’ decisions toward the use of systems or IT. Also, the research can fill existing gaps in the literature and provide valuable insights for refining technological capability and competencies, particularly focusing on international entrepreneurship.

Securing the Digital Frontier: Strategies for Cloud Computing Security, Database Protection, and Comprehensive Penetration Testing

This research paper explores the effectiveness of integrated cybersecurity strategies, focusing on the amalgamation of cloud computing security, database protection, and penetration testing into a unified risk management framework. The primary aim is to evaluate how such integration impacts the overall cybersecurity posture of organizations, offering insights into mitigating cyber threats, unauthorized access, and data breaches. Employing a survey-based methodology, the study gathered data from 365 professionals across cloud computing, database administration, and cybersecurity fields. Through descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM), the research explored the interrelations between various cybersecurity strategies and their collective influence on organizational resilience against cyber threats. The findings underscore the significant benefits of a holistic cybersecurity approach, revealing that penetration testing, robust database security measures, and strict adherence to cloud computing security requirements significantly reduce vulnerabilities and incidents of data breaches. Moreover, the study established that a unified risk management framework substantially enhances an organization's cybersecurity posture, highlighting the critical role of integrated security measures in fostering organizational resilience. The research confirms the hypothesis that incorporating cybersecurity strategies across different domains leads to a synergistic enhancement of security defenses, offering a more robust mechanism against the multifaceted nature of cyber threats. In conclusion, the study advocates for the adoption of a comprehensive, integrated approach to cybersecurity, emphasizing regular penetration testing, stringent database security protocols, and adherence to cloud computing security standards as essential components of a robust cybersecurity framework. This approach not only mitigates the risk of cyber threats but also strengthens organizational resilience, ensuring a secure digital environment for future challenges.

Does Intellectual Capital Affect The Directorate General Of Taxes Organisational Performance?

Intellectual capital is one of the important capital assets that every private and public sector organization should properly manage. Intellectual capital refers to individuals' knowledge, skills, and innovations within an organization. It can create a competitive advantage and improve organizational performance when managed effectively. Optimal management of intellectual capital is particularly important in the public sector, as it can strengthen institutional capacity to deliver more efficient and effective public services, ultimately increasing citizen satisfaction. With the development of literature studies related to intellectual capital, it is found that testing conducted in the public sector is still limited. This research examines intellectual capital's influence on the performance of the public sector organization, specifically the Directorate General of Taxes. This research uses the Partial Least Square-Structural Equation Modeling analysis technique based on primary data sourced from an online questionnaire survey of employees of the Directorate General of Taxes from various levels of positions at Tax Service Offices in the DKI Jakarta area and its surroundings and a sample of 52 observations was obtained. The research concludes that public structural and relational capital positively impact organizational performance. Meanwhile, public human capital does not influence organizational performance. This study is expected to contribute to developing theory and practice not only to intellectual capital as an intangible asset but also to human resource management, organizational infrastructure, and external relations in the context of public services. In addition, the findings of this study can serve as a basis for formulating policies and actions that can improve the effectiveness and efficiency of public institutions, as well as encourage further discussion regarding the management of intellectual capital to achieve more sustainable public sector organizational goals.

CyberFusion Protocols: Strategic Integration of Enterprise Risk Management, ISO 27001, and Mobile Forensics for Advanced Digital Security in the Modern Business Ecosystem

This research paper explores the integration of Enterprise Risk Management (ERM), the ISO 27001 standard, and mobile forensics methodologies as a comprehensive framework for enhancing digital security measures within modern business ecosystems. Employing a quantitative research design, this paper utilized a survey methodology, gathering data from 372 professionals across various sectors including risk management, IT/security, and forensic analysis. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the research hypotheses and assess the impact of the integrated approach on organizational digital security capabilities. The findings reveal a significant positive effect of integrating ERM, ISO 27001, and mobile forensics on an organization’s ability to manage digital risks effectively. Specifically, the integrated approach was found to enhance strategic digital security management, improve the identification, assessment, and mitigation of digital risks, strengthen information security management practices, and elevate the effectiveness and efficiency of digital crime investigation processes. These outcomes underscore the value of a cohesive strategy that leverages the strengths of ERM, ISO 27001, and mobile forensics in addressing the complex and interconnected digital threat landscape. Based on the results, the study recommends adopting a holistic security framework, investing in continuous professional development, leveraging technological advancements for proactive security management, and fostering a culture of security and collaboration. Such measures are crucial for organizations aiming to enhance their resilience against cyber threats and protect their digital assets in the face of sophisticated cyber-attacks. This research contributes to the field of cybersecurity by providing empirical evidence on the benefits of an integrated approach to digital security, offering practical guidelines for organizations seeking to improve their digital security measures, and highlighting the need for continuous adaptation and collaboration in the fight against cyber threats.

The readiness and acceptance of patients with tuberculosis to use telecare

Background: Tuberculosis (TB) has been a global health burden and a leading infectious killer. The evolving healthcare technology allows telecare services to improve treatment support for TB patients. However, patient readiness and acceptance to use the service still need to be discovered. Objective: To evaluate the readiness and acceptance of TB patients in using telecare services. Methods: A cross-sectional survey involving patients at a respiratory hospital in Surabaya, Indonesia, was conducted using an accidental sampling technique from April to June 2023. A validated questionnaire was developed from the technology readiness index (TRI) and technology acceptance model (TAM) framework. Data were analysed using partial least squares-structural equation modelling (PLS-SEM). Results: A total of 188 respondents participated. Respondents had low to medium-range attitudes towards a readiness to use the telecare service. Nevertheless, the majority of the respondents accepted the idea of telecare service. Optimism and innovativeness were two significant factors influencing patient readiness to use telecare services. Respondents had a positive perception of the perceived ease of use and perceived usefulness of the service. Conclusion: Not all patients were ready to use telecare despite their high acceptance towards the service. However, the positive perception towards the benefits of the service can be the leveraging factor for gradually adopting the service.

Absorptive capacity for market knowledge and knowledge creation outcomes: the case of Thai SMEs

ABSTRACT Absorptive Capacity (ACAP) helps firms acquire, assimilate, and utilise new knowledge. Drawing on crucial managerial perspectives, this study employs a Partial Least Squares-Structural Equation Model (PLS-SEM) to scrutinise the various dimensions of ACAP (e.g. routines versus extra work, organisational culture, leadership, and the trustworthiness of knowledge sources) concerning market knowledge and knowledge creation outcomes (e.g. knowledge creation activities and firm’s private knowledge) among small and medium enterprises (SMEs) in Thailand. The findings indicate that all dimensions, with the exception of extra work, contribute significantly to the augmentation of firm-specific knowledge. However, only routines and knowledge-oriented leadership demonstrate a positive association with knowledge-creation activities. The results suggested that managers and top executives of SMEs should emphasise non-financial rewards more, create knowledge learning routines, and support the learning culture to enhance the ACAP for market knowledge.

Augmented reality: the key to unlock customer engagement potential

PurposeThis study aims to investigate the impact of customer perceptions of Augmented Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards AR mobile apps, virtual product and behavioural intentions. Also, the mediation role of customer engagement in the effect of perceptions of AR attributes on attitudes and behavioural intentions is examined using the Theory of Interactive Media Effects.Design/methodology/approachThe study used a cross-sectional design. A total of 456 valid data were collected from the Millennials and Generation Z cohorts using purposive sampling. The conceptual framework was assessed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) and Partial Least Squares-Multi Group Analysis (PLS-MGA).FindingsThe research revealed that customer perceptions of AR features such as augmentation, interactivity and vividness significantly influenced customer engagement, leading to favourable attitudes towards both the AR mobile app and the Virtual product as well as behavioural intentions. Furthermore, the study substantiates the role of customer engagement as a mediator in the relationship between customer perceptions of AR attributes and both attitudinal and behavioural outcomes.Originality/valueTo the best of the authors’ knowledge, this is the first attempt to investigate the significance of perceived augmentation as an antecedent to customer engagement and the mediating role of customer engagement on the influence of perceptions of AR attributes on attitudinal and behavioural intention.