Valid Responses Research Articles

Elucidations of Present Situation of Preparedness for Natural Disasters at Home in Japan and its Effective Factors

This study elaborates on the measures to improve preparedness for natural disasters by elucidating the present situation of preparedness for natural disasters at home in Japan as well as the effective factors to promote such preparedness. An Internet monitoring survey was conducted throughout Japan, and valid responses (n=1,599) were obtained. To measure preparedness for natural disasters at home, we used 31 items, including the ones in the “public opinion poll on disaster management” conducted by the Cabinet Office, Government of Japan. The Internet monitoring survey revealed that approximately 30% of the respondents arranged for articles they may require in the event of a disaster and had contemplated their evacuation actions immediately after a disaster. The Internet monitoring survey results were compared with the results of the Cabinet Office, Government of Japan’s public opinion poll. It revealed that the internet monitoring survey results better represent the tendency of the Japanese people as a whole. A multiple regression analysis was conducted to determine six independent variables—age, marital status, prior disaster experience, awareness of hazard maps, disaster imminence, and communal exchanges—statistically significant as effective factors to improve preparedness for natural disasters at home. Particularly, considering a large standardizing coefficient (β) for awareness of hazard maps, it is proposed that the most effective measure to improve preparedness for natural disasters at home to comprehend the risks posed to one’s community and own house is by using the opportunities of disaster prevention education and drill rather than simply viewing the hazard maps aimlessly.

Assessing good governance principles of renewable energy megaprojects

Australia has a net zero emission target by 2050. The transition from fossil fuel to renewable energy sources is critical to meeting this target and the construction of large-scale renewable energy projects is booming. These developments bring economic benefits, but their size means they can also have environmental and social consequences. Rural landscapes are particularly vulnerable because they are expected to be at the forefront of new large-scale renewable energy developments. Such projects are complex and, although they might be socially acceptable, need to be managed and governed well if they are to proceed smoothly. Good governance incorporates fairness, trust and transparency, aspects that foster public acceptance for renewable energy projects. While social acceptance has attracted substantial research, little is known about the public's views on the governance of renewable energy megaprojects. In Australia, a continent with abundant solar radiation and space, large projects are novel and our study aimed to assess which good governance principles the public considers to be most important if megaprojects are to be approved for construction in remote Australia. This insight can complement state and investors views on governance. We carried out an Australia-wide online survey that included a best-worst scaling (BWS) experiment and received 2223 valid responses, using an ambitious 12,000-ha solar megafarm planned for remote northern Australia as a case study. The most important governance principal for respondents was taking responsibility for environmental risk, followed by benefits such as cheap energy and jobs for the local community - governance principles referred to as responsiveness and participation. Accountability if something goes wrong was also perceived as important, but mainly by those respondents who lived in the jurisdiction that is the proposed host of the solar megafarm, and less so by people living in other places of Australia. Perhaps surprisingly, the governance principles of transparency, fairness and the rule of law were considered to be less important. Adhering to national regulations was also affected by the location of respondents, with those living closer to the proposed megafarm being least concerned about adherence.

Analyzing User Psychology and Behavior in Short-Form Video Shopping Platforms: An Integrated TAM and ISS Model Approach

This research investigates the psychology and behavior of users engaging in short-form video shopping platforms (SVSP) from a user experience perspective. By extending the Technology Acceptance Model (TAM) and the Information System Success Model (ISS), an intention-to-use model for SVSP was developed. We conducted a survey on participants of SVSP shopping through the Questionnaire Star platform, obtaining 1,026 valid responses. Structural equation modeling (SEM-AMOS) was utilized to validate the hypotheses. Key findings include: perceived usefulness positively influences user engagement, purchase intention, and satisfaction; information quality positively impacts purchase intention; perceived ease of use negatively affects user engagement and satisfaction. Indirect effects on use intention were observed via mediation variables. Additionally, price negatively moderates the relationship between satisfaction, user engagement, and purchase intention. These findings contribute to theory and emphasizes user experience and provides actionable insights for sellers to boost engagement and satisfaction, along with managerial strategies to optimize short-form video live shopping experiences.

The impact of Sustainability Practices on Healthcare Institutions: Evidence from Public Healthcare Institutions in Saudi Arabia

This article aims to investigate sustainable development practices in hospitals, for three primary reasons: preserving the surrounding environment, impacting sustainability through service provision, and ensuring a safe and environmentally friendly atmosphere. The study addresses the gap in understanding the dimensions and implementation of green practices, offering insights into the green hospitals model. The study figured out eight practices that reflected sustainability activities in the Saudi public hospitals, with their significant impact on sustainable development. The study used descriptive methodology with quantitative technique to collect data pertaining to the impact of green practices on sustainable development in the Saudi public hospitals. A questionnaire survey with valid responses was distributed to 118 members working in the hospitals as (doctors, nurses, and administrators) in April 2024. The PLS-SEM statistical method was used for data analysis. The results of this study revealed a positive relationship between four green transition practices and Sustainable development. Keywords: Green practices in hospitals, sustainability, Sustainable development, public hospitals, healthcare institutions

Greening the future: How social networks and media shapes youth's eco-friendly purchases

Consumers' environmental information acquisition from social networks and media facilitates the sharing of recommendations on environmentally friendly products, sustainable initiatives, and environmental protection activities. This study investigates the crucial role of consumers' information acquisition from social networks and media in shaping their intentions to purchase green products in Vietnam. A mixed-methods approach was employed, combining qualitative and quantitative research methods to comprehensively explore the relevant driving factors. The qualitative analysis involved 12 participants, who were surveyed and participated in individual interviews and group discussions, providing in-depth insights into consumer perceptions and behaviors. Quantitative data was collected through a survey questionnaire from 377 respondents, with 348 valid responses used for analysis. Statistical techniques, including Cronbach's Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM), were utilized for data analysis. The findings highlight the significant impact of consumers' environmental information acquisition from social networks and media on perceived consumer effectiveness, environmental concern, and attitudes toward green products. Importantly, these factors were found to positively influence consumers' intentions to purchase green products. The study's results offer relevant implications for the green purchasing field, encouraging businesses to take more proactive steps in acknowledging and adapting to a better environmental and climate future. The integration of social networks and media platforms and fresh updates from businesses will serve as a foundation for groundbreaking initiatives, positioning green purchasing as a behavior shaped by consumer consciousness and action.

Impact of Work Engagement on Teachers’ Workplace Well-Being: A Serial Mediation Model of Perceived Organizational Support and Psychological Empowerment

This study investigated the effect of work engagement (WE) on teachers’ workplace well-being (WWB) and the role of perceived organizational support (POS) and psychological empowerment (PE) in the underlying internal mechanisms. The participants were 2,090 Chinese teachers (valid response rate: 90.32%), with an average age of 39.42 years ( SD = 8.73). To test the mediating role of POS and PE on the relationship between WE and WWB (parallel and serial), participants were asked to complete the subscales of employee well-being, the Utrecht Work Engagement Scale, the Psychological Empowerment Scale, and the Perceived Organizational Support Scale. The results revealed that (1) WE can positively predict WWB, (2) POS and PE mediated the relationship between WE and WWB, and (3) there were numerous indirect routes (i.e., WE→POS→PE→WWB). The results of this study help us understand the relationship between WE and WWB and have implications for improving teachers’ WWB.

EVALUATING THE SUSTAINABILITY OF SUGAR VALUE CHAIN: EVIDENCE FROM VIETNAM

This paper investigates the sugar value chain in Vietnam and evaluates its sustainability using integrative indicators based on the Triple Bottom Line (TBL) approach. A set of 27 indicators were used in our survey of key stakeholders in the sugar value chain of Vietnam. After 2 months, we received 482 quetionnaires and retained 473 valid responses. Our findings show that there are still many challenges for the Vietnamese sugar value chain to grow sustainably. Thus, we proposed some suggestions to enhance the sustainability of the Vietnamese sugar value chain.

The Role of ChatGPT in English Language Learning: A Hedonic Motivation Perspective on Student Adoption in Chinese Universities

Recent advancements in artificial intelligence, particularly OpenAI’s ChatGPT, have transformed English language learning through Computer-Assisted Language Learning (CALL) tools. This study examined the adoption of ChatGPT among university-level English learners employing the Hedonic Motivation System Adoption Model (HMSAM). An online survey was conducted with 266 valid responses, analyzed using Structural Equation Modelling (SEM) to assess the key factors influencing ChatGPT adoption. According to the findings, the main factors influencing students’ inclination to utilize ChatGPT are perceived usefulness, boredom, and a sense of control. These findings highlight important considerations for integrating AI in English education, suggesting that practical AI tools must address both functional and motivational aspects of learning. The study offers insights for educators and developers in designing AI-driven language learning tools that align with students’ needs and motivations, potentially shaping the future of English education.

Drive sustainable business performance with humane entrepreneurship, knowledge management: the mediation of sustainable business advantage and sustainable business model innovation

PurposeThis study evaluates the important role of humane entrepreneurship (HE) on sustainable business advantage (SBA) and sustainable business performance (SBP) by exploring the mediating role of sustainable business model innovation (SBMI) under the influence of knowledge management (KM) in small and medium-sized enterprises (SMEs). Encouraging businesses to implement a combination of KM and HE facilitates the implementation of SBMI that brings value to businesses, communities and the environment in emerging economies.Design/methodology/approachThis study uses an empirical quantitative research method using primary information based on data collected by questionnaires. The study sample resulted in 424 valid responses (66.77% response rate). The target audience of the study is middle and senior managers in SMEs. This study aims to perform structural modeling analysis with the maximum likelihood estimates method to examine structural relationships.FindingsThis study found a positive relationship between KM and HE to SBMI. At the same time, SBMI plays an important role for businesses to achieve SBA and SBP. Similarly, a positive relationship was also found between HE to SBA and SBP. And SBA strongly promotes SMEs to achieve SBP. In addition, the mediating role of SBMI and SBA is clarified to have a positive impact between HE–SBP and SBMI–SBP. HE plays an important role in motivating businesses to innovate sustainable business models, making it easier to gain sustainable competitive advantages, thereby bringing sustainable business results.Practical implicationsThis research helps SMEs realize the importance of KM and HE in SBMI. At that time, SMEs take advantage of internal and external information sources and innovate their business models based on HE mechanisms. Applying HE mechanisms will allow businesses to innovate their business models by combining concerns between stakeholders and the social environment for sustainable development. Therefore, businesses will achieve their SBA toward SBP.Originality/valueThe present literature shows that there are few empirical studies on the mechanism mediating SBMI in the relationship between HE and SBP; and SBA in the link between SBMI and SBP. In addition, the impact of KM and HE on SBMI is also very important in the current context. The study's findings could have huge implications for entrepreneurs and senior managers in SMEs in emerging economies. Help them realize the importance of KM and HE for SBMI, thereby building strategic perspectives that help businesses achieve sustainable competitive advantages and increase SBP for businesses.

Social Support and Social Adjustment Among Chinese Secondary School Students: The Mediating Roles of Subjective Well-Being and Psychological Resilience.

Within the scope of secondary education, social adjustment among students signifies their ability to effectively engage in social activities and adapt to shifting social environments. Extensive research across diverse geographical and sociocultural landscapes has demonstrated a positive correlation between social support and social adjustment; nonetheless, the specific mechanisms that facilitate this correlation among secondary school students remain largely unexplored. This study examines the roles of subjective well-being and psychological resilience as potential mediators in the connection between social support and social adjustment. To achieve this, a descriptive correlation design was employed with four measures, including Social Support Scale, Social Adjustment Diagnosis Scale, Adolescent Students' Life Satisfaction Scale, and the Chinese version of Mental Toughness Inventory (MTI). A total of 1537 valid responses from secondary school students across Zhejiang province (China) were collected, of which 786 were boys (51.1%) and 751 girls (48.9%), with average age of 16.89 years (SD = 0.79). This research demonstrates that social support, along with subjective well-being and psychological resilience, significantly and positively influences social adjustment. It was observed that both subjective well-being and psychological resilience, whether occurring simultaneously or in succession, partially mediate the influence of social support on social adjustment. The implications of this research suggest that enhancing social adjustment among secondary school students can be achieved by increasing their levels of social support, thereby boosting subjective wellbeing and fortifying psychological resilience. Within the environment of secondary schools, augmenting social support leads to improved social adjustment; furthermore, enhancing subjective wellbeing and reinforcing psychological resilience are crucial for supporting students' positive adaptation to dynamic social environments. Teachers and educational policymakers could implement training programmes, provide psychological counselling, and bolster home-school collaboration as strategies to foster better social adjustment among students.

The Mediating Effect of Information Technology Usage on the Relationship of Internal Audit Processes and Internal Auditor Competence towards Internal Audit Effectiveness: Evidence from the Chinese Financial Sector

The effectiveness of internal auditing is determined by various factors, such as the independence of the internal audit function, auditors’ competence, effective audit planning, efficient audit processes, and support from senior management. The digitalization and informatization of modern enterprises have transformed the way companies are managed and have similarly impacted internal audit practices. Informatization not only alters traditional internal audit processes but also changes auditors’ ways of working and thinking. From the perspective of resource-based theory, the effective allocation and full utilization of human, technological and organizational resources can enhance the effectiveness of internal audit. Therefore, the purpose of this study is to examine the impact of internal audit processes (IAP) and internal auditor competence (IAC) on internal audit effectiveness (IAE), as well as the mediating effect of information technology usage (ITU) on the relationship between IAP and IAC and IAE. To test the proposed hypotheses, a questionnaire survey was conducted within Chinese financial enterprises, yielding a total of 133 valid responses. Statistical data analysis was performed using the partial least squares structural equation modelling (SEM-PLS) method. The results indicate that both IAP and IAC have a significant impact on IAE and ITU. Furthermore, ITU serves as a mediating factor, enhancing the positive contributions of IAP and IAC to IAE.

Team up with AI or Human? Investigating Candidates’ Self-Categorization as Fluidity and Ingroup-Serving Attribution When Judged by a Human–AI Hybrid Jury

As artificial intelligence (AI) judges are increasingly pervasive in decision-making, it is important to investigate candidates’ reactions to decisions made by human–AI hybrid juries. This study investigates candidates’ attribution of credit for success and blame for failure to the three agents in question: a human judge, an algorithmic judge, and the candidate oneself. An experiment with 3 (jury type: human-dominated, algorithm-dominated, vs. equally dominated) × 2 (decision outcome: positive vs. negative) between-subjects factorial design was conducted, with 346 valid responses. Our findings demonstrate a partial ingroup-serving attribution dependent on the outcome favorability and a significant effect of relative power status within the human–AI hybrid jury on grouping and attribution. This study reflects the fluidity of identity and self-categorization of human users when facing AI and other humans. We propose that people take a utility-oriented glance at AI in multi-agent decision-making situations.

Interfacing triple bottom line sustainability and metropolitan governance: An empirical exploration of stakeholder value co-creation and conflict

The importance of metropolitan governance and stakeholder collaboration in sustainable urban development (SUD) is well recognized. However, collaboration among stakeholders is dynamic, and the relationship between metropolitan governance and stakeholder dynamics, including value co-creation and conflict, remains underexplored. This study aims to address this gap by examining the causal relationships among metropolitan governance, stakeholder value co-creation and conflict through the lens of the triple bottom line (TBL) of sustainability. Using a questionnaire survey, this study collected 467 valid responses through a combination of probability and quota sampling and analyzed the data using Structural Equation Modeling. The results indicated that stakeholder value co-creation is positively influenced by TBL dimensions and metropolitan governance, thereby simultaneously promoting SUD and generating potential conflicts that constrain SUD. The study further evaluated the effectiveness of stakeholder value co-creation as a mediating variable and found that it has a unique suppressing effect on the relationship between environmental sustainability and conflict. The findings suggested that environmental sustainability-driven governance initiatives are crucial to containing conflict and fostering value co-creation among stakeholders. Theoretically, this study enriches the discourse on SUD literature by quantifying the interactions between TBL, metropolitan governance and stakeholder dynamics. Practically, it provides certain implications for relevant practitioners by proposing an argument that governance initiatives can be aligned with the shifting priorities toward environmental sustainability.

Stated and Revealed Preferences Towards Bus Transport in Sri Lanka

This study aims to identify the attributes of public transportation buses (PTB) preferred by passengers, which will be perceived as the buses’ quality of service. PTB of Sri Lanka faces several issues impacting its quality, efficiency, and modal share. Understanding user perceptions is essential to enhancing service quality and addressing the challenges that deter bus usage. Thirteen shortlisted attributes were rated by 84 (61 Male and 23 Female) respondents, and the top five attributes were selected. The study gathered user preferences towards PTB using Stated Preference (SP) and Revealed Preference (RP) methods for the five chosen attributes. RP data were modelled using a multiple linear regression model with R language. The data set comprised 192 (127 Male and 65 Female) valid responses. SP data showed that the respondents favoured medium-speed buses (51.2%) that were clean and reliable. Time of arrival was the most crucial attribute (30.3%), followed by vehicle condition (24.3%). Segment analysis revealed that gender and vehicle ownership significantly impacted preferences. Both gender and vehicle ownership segments prioritised arrival time and least valued seat comfort. The study emphasises the importance of prioritising punctuality over comfort. The findings of this study could provide valuable insights for policymakers to design more user-centric strategies, potentially enhancing the efficiency and attractiveness of bus services in Sri Lanka.

Ratings of perceived exertion (RPE) from a submaximal 20-m shuttle-run test accurately predict children's VO2peak, but when should we stop the test?

The purpose of the study was to explore the validity, test-retest reliability and affective responses of a submaximal 20-m shuttle-run test (20mSRT) stopped at 6 on the Eston-Parfitt (EP) scale. The secondary aim was to examine and compare two submaximal 20mSRT protocols with different RPE end points (EP6 vs. EP7) using previously published data. Twenty-five children (16 boys; 13.4 ± 1.0years; 162.1 ± 8.7cm; 49.1 ± 6.6kg) completed three exercise tests (graded exercise test [GXT], 2 submaximal 20mSRT). The EP scale and Feeling scale were used to measure RPE and affect, respectively. The two submaximal 20mSRTs were stopped after participants reported EP6. Individual speed-RPE relationships from the submaximal 20mSRTs were linearly regressed to predict peak speed and then used to estimate VO2peak. Previously published data (n = 25) used comparable methods, except that the participants stopped at EP7. In the EP6 protocol, a two-factor repeated measures ANOVA revealed non-significant Test and Sex main effects (p > 0.05). Reliability analysis revealed intraclass correlation coefficient of ~ 0.7 (95%CI [0.432,0.867], p < 0.001) between the submaximal 20mSRTs. Significant differences in end-test affect between the GXT and submaximal 20mSRTs were found (p < 0.001), with GXT more negative. ANOVA revealed no significant differences in end-test affect between EP6 and EP7 protocols; however, frequency count analysis revealed EP6 to result in more positive end-test affect. Submaximal 20mSRT utilising RPE may offer valid predictions in VO2peak while minimising negative affect. Test end points of EP6 and EP7 both offer valid predictions in VO2peak. EP6 may be more beneficial in avoiding negative affect, even though a reduction in test-retest reliability was observed.

The Mediating Role of Brand Love between Brand Personality and Brand Loyalty: A Study on SMEs Traditional Woven Fabric in Indonesia

This paper aimed to examine the impact of brand personality dimensions (sincerity, excitement, and competence) on brand loyalty. In addition, the role of brand love is explored through mediation models. A total of 384 valid and usable responses collected from a consumer of Traditional SME Traditional Woven fabric in Indonesia were analyzed through the structural equation model (SEM). A research model examined several hypotheses underpinned by multidimensional brand loyalty and interpersonal love. The findings showed that sincerity and competence had a significant impact on brand loyalty and brand love, but excitement had no significant impact on brand loyalty and brand love. Moreover, brand love mediated the relationship between sincerity and competence, but excitement had an insignificant impact. The results of this study indicate that small and medium-sized enterprises (SMEs) in the traditional woven fabric industry should foster emotions to establish a robust consumer-brand connection. Furthermore, it is critical to prioritize the development of robust attributes, as traditional woven textiles possess deeply ingrained cultural significance. This study contributes to the current knowledge of brand loyalty literature by exploring the characteristics of brand personality and brand love. The findings imply that when consumers' brand personality is mixed with brand love, it will result in increased loyalty towards the brand.

알코올중독자의 단주자기효능감과 알코올회복이 자활의지에 미치는 영향: 회복탄력성의 매개효과

This study aims to examine how abstinence self-efficacy and alcohol recovery among alcoholics affect their willingness for self-sufficiency, and to elucidate the indirect mediating role of resilience in this relationship. To achieve this, a survey was conducted from October to November 2023, targeting participants from sobriety groups, A.A(Alcoholics Anonymous) members, and patients currently hospitalized. A total of 245 responses were collected, and 217 valid responses, excluding incomplete surveys, were used for the final analysis. The raw data obtained from these surveys were analyzed using structural equation modeling with SPSS and AMOS. The results are as follows: First, abstinence self-efficacy and alcohol recovery significantly influenced willingness for self-sufficiency. Second, the mediating model, which set resilience as a mediator in the relationship between abstinence self-efficacy, alcohol recovery, and willingness for self-sufficiency, was confirmed as a suitable model. Specifically, abstinence self-efficacy and alcohol recovery had significant positive effects on resilience and willingness for self-sufficiency, and resilience significantly influenced the willingness for self-sufficiency. Third, both abstinence self-efficacy and alcohol recovery had direct effects on the willingness for self-sufficiency and had indirect effects through resilience. Based on these findings, effective and practical intervention plans for alcoholics are suggested.

Impact of NHI copayment adjustments on healthcare seeking behavior: the mediating role of health facility identification

ObjectiveThis study investigates the impact of healthcare consumers’ involvement, price perception, and attitude toward National Health Insurance (NHI) copayment adjustments on their healthcare-seeking behavior, focusing on the mediating role of health facility identification.MethodsA questionnaire survey was conducted among outpatient customers in Taiwan from October 2023 to March 2024, resulting in 746 valid responses. The survey included demographic variables, involvement, price perception, attitude, health facility identification, and healthcare-seeking behavior. Data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis with SPSS 20.0.ResultsThe study found that involvement, price perception, and attitude significantly influence healthcare-seeking behavior. Health facility identification was identified as a significant mediator in the relationship between copayment perception and healthcare-seeking behavior. The regression analysis also highlighted the impact of demographic factors such as age, education level, marital status, and annual income on healthcare-seeking behavior. The path model illustrated the complex interplay between perceptual factors and their influence on healthcare-seeking behavior.ConclusionThis study emphasizes the importance of consumer involvement, price perception, and attitude in shaping healthcare utilization patterns. Health facility identification plays a crucial mediating role, suggesting that stronger patient-provider relationships can mitigate potential negative impacts of copayment adjustments. Policymakers and healthcare providers should enhance patient engagement, foster strong patient-facility identification, and provide targeted support for vulnerable groups to ensure equitable access to healthcare services despite copayment changes.

PROMOTING HANDICRAFT FAMILY BUSINESS THROUGH DIGITAL MARKETING TOWARDS SUSTAINABLE PERFORMANCE

The study aims to determine the dimensions of the adoption intention of digital marketing in handicraft family businesses towards business performance, as well as technological innovation applications in the family business for sustainable development. This study examines the theoretical insights and designs a conceptual framework based on previous studies of handicraft family businesses. In so doing, 290 survey data were collected from handicraft business owners and tourists by using face-to-face interviews through a structured questionnaire with 82.85% valid response rate. Moreover, structural equation modeling (SEM) was used to analyze data and find out the causal relationship among the constructs and hypothesis testing. As per the results of the study, among the 6 hypotheses paths all were supported along wit h 24 relationship path coefficients were noteworthy. The result shows that perceived ease of use, perceived risk, perceived usefulness, social norms, perceived behavioral control, and attitude radically influence to the adoption of digital marketing in han dicraft family businesses. The results of this study will assist the research scholars through theory and theoretical foundation for family business owners in understanding and comprehending the role of digital marketing in sustainable family business performance. Similarly, the legacy of family businesses in handicrafts or small businesses can be maintained and empowered through digital marketing to boost the economy. The study is the foremost one in discovering a sustainable business strategy through the success factors of digital marketing adoption in family businesses.

Effect of Sellers' Ethical Behavior in Traditional Markets on Tourists’ Souvenir Purchase Intention. Does Ethnocentrism Matter?

This study investigates the direct impact of sellers' ethical behavior "SEB" in traditional markets on tourists’ souvenir purchase intention "TPI", as well as the indirect role of ethnocentrism "ETHNO" on the relationship between the other two variables. Self-administered surveys were provided to a randomly selected sample of tourists as part of the research, which used a quantitative technique. Structural equation modeling (SEM) analysis of 474 valid responses showed substantial positive correlations between "SEB" and "TPI", with "ETHNO" also having a positive effect on "TPI". The study also proved that "ETHNO" moderates the relation between "SEB" and "TPI". These insights offer souvenirs' sellers and policy-makers insightful advice on how to adapt their behaviors and marketing strategies to enhance the overall shopping experience and cater to the diverse cultural preferences of tourists.