ABSTRACT
Initiatives for marine conservation are funded by revenue from marine sites. However, the emergence of COVID-19 has restricted travelling, thus leading to decreased revenue and weakening conservation efforts. Virtual reality technology to support marine conservation efforts is explored as it allows users to experience marine sites, without having to be there physically. This study examines factors influencing users' desire to adopt virtual reality technology in marine ecotourism. With the integration of Stimulus-Organism-Response framework and three behavioural theories (i.e. health belief model, attitude, and eTrust), a hypothetical model was constructed to investigate consumers' intention to adopt virtual reality technology in marine ecotourism amidst the pandemic. The data were analysed and interpreted using structural equation modelling after 451 survey responses were obtained via an online questionnaire. Outcome expectation, perceived susceptibility, perceived severity, self-efficacy, and cues to action exhibit significant positive effects on attitude towards virtual reality technology in marine ecotourism. Consequently, attitude has a direct and indirect influence on use intention via eTrust. Post hoc analysis revealed that self-efficacy has a direct impact on eTrust and use intention. Total effect analysis further concluded that attitude has the greatest influence on use intention of virtual reality technology in marine ecotourism. This research contributes to the existing literature by utilizing health belief factors to explain use intention of technology towards marine conservation efforts. Recommendations including policy formulation and marketing initiatives were generated for marine ecotourism operators and policymakers. © 2022 Elsevier Ltd
ABSTRACT
Initiatives for marine conservation are funded by revenue from marine sites. However, the emergence of COVID-19 has restricted travelling, thus leading to decreased revenue and weakening conservation efforts. Virtual reality technology to support marine conservation efforts is explored as it allows users to experience marine sites, without having to be there physically. This study examines factors influencing users' desire to adopt virtual reality technology in marine ecotourism. With the integration of Stimulus-Organism-Response framework and three behavioural theories (i.e. health belief model, attitude, and eTrust), a hypothetical model was constructed to investigate consumers’ intention to adopt virtual reality technology in marine ecotourism amidst the pandemic. The data were analysed and interpreted using structural equation modelling after 451 survey responses were obtained via an online questionnaire. Outcome expectation, perceived susceptibility, perceived severity, self-efficacy, and cues to action exhibit significant positive effects on attitude towards virtual reality technology in marine ecotourism. Consequently, attitude has a direct and indirect influence on use intention via eTrust. Post hoc analysis revealed that self-efficacy has a direct impact on eTrust and use intention. Total effect analysis further concluded that attitude has the greatest influence on use intention of virtual reality technology in marine ecotourism. This research contributes to the existing literature by utilizing health belief factors to explain use intention of technology towards marine conservation efforts. Recommendations including policy formulation and marketing initiatives were generated for marine ecotourism operators and policymakers.
ABSTRACT
Due to the COVID-19 pandemic, many governments have implemented lockdown restrictions for maintaining social distancing. With more people getting stuck at home, the pandemic has forced consumers to modify their behaviors from dining in or shopping at a grocery store to online and digital platforms. There has been increasing demand for online ordering services during the COVID-19 throughout the world. As threats of instability in the consumer market began to circulate, this research investigated this activity in order to capture human behavior in this unfamiliar situation. Stimulus-organism-response (SOR) framework is proposed as a structural model connecting the perceived severity of COVID-19 (environmental stimuli) to behavioral response' intention to use online food delivery service. This research collected data from 323 respondents via an online survey and carried out analysis using PLS-SEM. This study indicates that the perceived severity of COVID-19 has a significant influence on cyberchondria and intention to self-isolate. Furthermore, intention to self-isolate and perceived usefulness have a strong link to consumer behavioral intention. On the other hand, this research found that the impacts of cyberchondria and fear of missing out on consumer behavioral intention are not significant. Copyright © 2021 by Naudé Scribante. Permission granted to IAMOT to publish and use.
ABSTRACT
Shopping through Live-Streaming Shopping Apps (LSSAs) as an emerging consumption phenomenon has increased dramatically in recent years, especially during the COVID-19 lockdown period. However, insufficient studies have focused on the psychological processes undergone in different customer demographics while shopping via LSSAs under pandemic conditions. This study integrated the Unified Theory of Acceptance and Use of Technology 2 with Flow Theory into a Stimulus-Organism-Response framework to investigate the psychological processes of different customer demographics during the COVID-19 lockdown period. A total of 374 validated data were analyzed by covariance-based structural equation modelling. The statistical results demonstrated by the proposed model showed a significant discrepancy between different gender groups, in which Flow, as a mediator, representing users' engagement and immersion in shopping via LSSAs, was significantly moderated by gender where connection between stimulus components, hedonic motivation, trust and social influence and response component perceived value are concerned. This study contributed a theoretical development and a practical framework to the explanation of the mental processes of different customer demographics when using an innovative e-commerce technology. Furthermore, the results can support the relevant stakeholders in e-commerce in their comprehensive understanding of customers' behavior, allowing better strategical and managerial development.
Subject(s)
COVID-19 , Intention , Communicable Disease Control , Humans , Pandemics , SARS-CoV-2ABSTRACT
With the outbreak of COVID-19, online sharing of rumors about the disease is of growing concern worldwide. Drawing on the stimulus-organism-response (S-O-R) framework, this study aims to explore the impacts of peer condition and peer communication on fear of COVID-19, and the impact of fear of COVID-19 on online rumor sharing behavior, by considering the contingency effect of health self-efficacy. Data from 1167 respondents to an online survey in China were adopted to test our research model. The results indicate that peer communication and peer condition induce fear of COVID-19, and fear of COVID-19 results in online rumor sharing. Fear of COVID-19 mediates the effects of peer communication and peer condition on online rumor sharing. Health self-efficacy alleviates the positive effect of peer communication on fear of COVID-19, and the positive effect of fear of COVID-19 on online rumor sharing. This study advances the literature on online rumor sharing and S-O-R, and provides practical implications to social media users and governments.