Search Results (52)

Despite the ubiquitous application of gamification in livestreaming commerce, the mechanisms driving its impact on consumer participation remain underexplored. To address this research gap, this study integrated two theoretical frameworks: the “Gamification Affordances–Psychological Outcomes–Behavioral Outcomes” framework and the Uses and Gratifications Theory. We investigated how gamification affordances (achievement visualization, rewards, interaction, and competition) relate to the fulfillment of consumers’ diverse psychological needs (cognitive, affective, social, personal integrative, and social integrative). Furthermore, we examined whether meeting these psychological needs influences consumers’ intentions to continue watching and to purchase. We surveyed 354 livestreaming commerce consumers and employed structural equation modeling to analyze the data. The findings revealed that gamification affordances can motivate consumers’ continuous watching and purchasing behavior by satisfying their different psychological needs. We conclude by discussing the theoretical and managerial implications of our findings. Full article

The global popularity of South Korean dramas (K-dramas), central to the “Korean Wave”, has significantly influenced international perceptions of Korea and its tourism appeal. This study examines the impact of K-drama consumption on American audiences’ intentions to visit South Korea, with a focus on the sustainability messaging embedded within the media. Integrating the theory of planned behavior (TPB) and uses and gratifications theory (UGT), this research explores how cultural perceptions and the engagement with Korean culture shape sustainable tourism attitudes and travel intentions. A survey of 554 U.S.-based participants reveals that positive cultural perceptions foster engagement, which mediates the relationship with sustainable attitudes and intentions to visit Korea. Furthermore, sustainability messaging in K-dramas enhances the connection between cultural engagement and eco-conscious travel behaviors. The findings highlight the influential role of the media in shaping sustainable tourism and offer strategic insights for leveraging K-dramas in tourism marketing. While K-dramas may not fulfill a direct diplomatic function, they contribute to Korea’s soft power by enhancing cultural exposure. Full article

The impact of social media use on student academic achievement is complex and varies across studies, likely due to diverse usage motives and mediating factors. This study investigates the mediating role of daily time usage on the relationship between social media use motives and GPA among 301 Vietnamese university students, guided by the uses and gratifications theory. Following a rigorous validation process, we confirmed the applicability of the Social Networking Usage questionnaire within the Vietnamese context. Our findings revealed a complex relationship between social networking motives and GPA. While entertainment motives demonstrated a directly positive influence on GPA, information-seeking motives showed no significant relationship, either directly or indirectly. Critically, our results suggest that daily time spent on social networking acts as a key mediator in the interplay between academic and socialization motives and GPA. Specifically, we observed opposing effects: while academic motives indirectly benefitted GPA, socialization motives negatively impacted GPA. However, these opposing effects were channeled through daily time usage, suggesting that increasing time spent on social networking, regardless of the initial motive, ultimately detracts from academic performance. Our findings suggest that students need to be mindful of how their SNS usage motives influence their time allocation and, consequently, their academic performance. Universities may employ time management training and encourage academic uses of SNSs while advising students to limit non-academic SNS use, particularly during study periods, to minimize distractions and maximize learning time. Full article

Media psychological fatigue, a common negative behavior among employees using online office applications (apps), has a significant impact on job satisfaction and performance. This study explores the influence of online office app use on job performance, differentiating between work-related and non-work-related contexts, based on the Uses and Gratifications Theory and the Stimulus–Organism–Response Theory. Data were collected from 418 employees in 11 enterprises in mainland China through random sampling. Harman’s single-factor test was utilized to evaluate common method bias. Regression analysis, bootstrap tests, and structural equation modeling (SEM) were used to analyze variable relationships and mediating effects. The results showed that work-related online office app use did not cause psychological fatigue or satisfaction, non-work-related app use enhanced job performance by improving job satisfaction, media psychological fatigue negatively affected job satisfaction and performance, psychological fatigue partially mediated the relationship between app use and job performance, and job satisfaction was essential for alleviating work-related fatigue and facilitating non-work-related use. This research emphasizes the dual influence of online office app use on employee perceptions and performance. Enterprises should focus on work-related app functions and foster a positive social environment with entertainment elements to encourage non-work-related use, reducing psychological fatigue and enhancing job satisfaction and performance. Full article

As social media has risen, virtual social media influencers have become a significant tool in modern marketing, utilizing computer-generated images (CGI), machine learning algorithms, and artificial intelligence technologies to connect with consumers via virtual online personas. In this study, the Uses and Gratifications Theory (UGT) is employed as a theoretical framework to explore the effects of educational narrative strategies and evaluative narrative strategies on consumer product preferences, with an analysis of the mediating role of word-of-mouth effectiveness and the moderating role of perceived product usability. It was demonstrated in Experiment 1 that virtual influencers employing educational narrative strategies are more effective than those using evaluative narrative strategies in enhancing consumer product preferences. The boundaries of the study were clarified in Experiment 2, which found that the main effect of educational narrative strategies utilized by social media influencers to increase consumer product preferences is present only in the context of virtual influencers. In Experiment 3, the mediating role of word-of-mouth recommendation effectiveness in the relationship between narrative strategies and consumer product preferences was further verified. The moderating role of perceived product usability was examined in Experiment 4, and it was found that the main effect is more pronounced in contexts where perceived product usability is low. The results of this study provide theoretical and practical guidance on how companies can effectively leverage virtual influencers to promote their products. Full article

This study addresses the growing concern of social network (SN) addiction, with a focus on TikTok and Instagram. Guided by the Uses and Gratifications Theory (UGT), we explored the motivations (escapism and social interaction), attitudes (critical thinking), and states (flow and sense of belonging) that influence SN use. Our objective was to investigate whether critical thinking acts as a protective factor against SN addiction. A sample of 332 university students completed questionnaires assessing motivations, attitudes, states, and SN addiction. Critical thinking was measured using the Critical Thinking Attitude Scale (CTAS), and critical thinking skills were assessed through the Critical Reasoning Assessment (CRA). Statistical analyses revealed significant associations between motivations, critical thinking, states, and SN addiction. Specifically, critical thinking (CTAS scores) demonstrated a negative correlation with SN addiction (r = −0.34, p < 0.01), indicating that higher critical thinking is associated with lower SN addiction. Regression analysis further indicated that escapism (β = 0.45, p < 0.01) and social interaction (β = 0.31, p < 0.05) positively predicted SN addiction, while critical thinking negatively predicted SN addiction (β = −0.28, p < 0.01). Additionally, states of flow and sense of belonging showed significant positive correlations with SN addiction (r = 0.42, p < 0.01 and r = 0.37, p < 0.01, respectively). These findings highlight the potential of critical thinking as a safeguard against SN addiction. This study offers valuable insights into the intricate dynamics of SN use, with implications for promoting healthier digital engagement. Understanding the factors influencing SN addiction and the roles of motivations, dispositions, and states can inform interventions aimed at fostering responsible and mindful online behaviors. Full article

This study investigates the impact of social media use on faculty job performance, exploring the mediating roles of internal communication and teamwork. Drawing on the Uses and Gratifications theory, we examine how faculty members utilize social media for three distinct purposes: social interaction (social use), enjoyment (hedonic use), and information seeking (cognitive use). We analyze how these three dimensions of social media use influence teachers’ performance, encompassing both routine and innovative aspects. This analysis is based on data collected via an online survey completed by 456 faculty members at public state colleges in northern India in 2024. Structural Equation Modeling (SEM) was used to test the hypotheses. The findings reveal that social, hedonic, and cognitive use of social media positively affects faculty innovative and routine job performance, with teamwork and internal communication acting as partial mediators in this relationship. This research offers valuable insights for faculty development professionals, educational administrators, and policymakers. Full article

This study aims to comprehensively examine the effects of different types of Internet use and happiness while considering the mediating role of environmental quality perception and the moderating role of a sense of environmental security. Drawing on the uses and gratifications theory, negativity bias, and social cognitive theory, the study investigates the mediating role of environmental quality perception and the moderating role of environmental security in the above relationship. Using data from 3162 respondents in the 2021 Chinese Social Survey (CSS) and Structural Equation Modeling (SEM), the study finds that Internet use for information and educational purposes significantly enhances happiness, with environmental quality perception acting as a mediator. Moreover, a moderating effect of environmental security was observed in the relationship between Internet use for educational purposes and national environmental quality perception. Specifically, the interaction between study-related Internet use and the sense of environmental security significantly and positively predicted national environmental quality perception. These findings highlight the complex interaction between Internet use, environmental factors, and happiness, offering insights into policy interventions aimed at improving Internet access and environmental awareness to enhance public mental health outcomes in China. Full article

This study utilized Facebook and Instagram as communication channels for disseminating evidence-based food and nutrition information to low-income adults. From February 2021 to October 2022, 442 identical posts were shared across both platforms for audience reach and engagement. Posts were categorized in two ways: hedonic and three levels of utilitarian (informative, convenience, utility), based on widely applied social media uses and effects theory (Uses and Gratifications Perspective); and food/nutrition topics (dietary guidance, mealtime behaviors, recipes, food resource management, health behaviors, and community building). From predominantly image-based posts (82.6%), reach and engagement for Instagram (136,621 versus 6096, respectively) outperformed Facebook (83,275 versus 1276, respectively). Analysis of covariance of rank-order reach and engagement metrics (likes, replies, shares) showed Facebook engagement was consistent across hedonic and utilitarian categories while Instagram showed highest reach and engagement for utilitarian posts, especially those emphasizing food affordability. Facebook and Instagram differed in which food/nutrition topics achieved maximal reach and engagement. Fifteen posts were randomly selected for qualitative analysis to identify features reflecting engagement levels. Low-engagement posts featured low-color-contrast or less-appealing images, especially on Instagram. This study offers insights for practitioners and researchers aiming to use social media to promote healthy food and nutrition. Full article

This study explores the impact of social media platforms on enhancing social responsibility, employing a rigorous research framework based on the Uses and Gratifications Theory. We developed and tested a model to investigate how motivations for using social media influence social responsibility. A quantitative methodology was utilized, analyzing data from a sample of 520 participants using SmartPLS 4. The findings reveal various social media motivations—specifically information seeking, information sharing, self-status, social interaction, entertainment, being fashionable, and relaxation—significantly and positively impact social responsibility. The results underscore the constructive role of social media motivations in fostering social responsibility. They also suggest that further investigations into additional dimensions could provide deeper insights into how digital media might be leveraged to benefit society more broadly and enhance the concept of social responsibility. This study contributes to the expanding discourse on digital media’s potential to effect positive societal change. Full article

The diverse content of and ease of listening to podcasts have made podcasts popular, particularly during the COVID-19 pandemic. Advertisers have begun to recognize their marketing potential and are now hiring podcasters to recommend their products. This study sought to determine the factors influencing podcast commitment, parasocial interaction (PSI), and the intention to purchase podcaster-endorsed items. It was conducted in Taiwan with a sample size of 578 participants and an online questionnaire. Structural equation modeling and mediation analysis were applied to the collected data from the perspective of uses and gratifications theory. We found that podcast commitment is positively related to edutainment, storytelling transportation, and social engagement. Social engagement is positively related to PSI, while storytelling transportation has a negative relationship with PSI. Additionally, there is a strong positive correlation between podcast commitment and PSI and both factors positively influence the intention to purchase podcaster-endorsed items. PSI also significantly moderates the positive relationship between podcast commitment and the intent to buy podcaster-endorsed items. Full article

This research investigates the key factors influencing young users’ continuous use of digital twin-enhanced metaverse museums. Attracting young users to use the metaverse museum for a more extended period consistently contributes to increasing the frequency of visits and content usage and promoting its sustainable development and innovation. However, there is a lack of research on the key factors influencing young users’ continuous use of digital twin-enhanced metaverse museums, which makes the theoretical basis for the in-depth design of user motivation for metaverse museums insufficient. This study constructed a model covering four dimensions—hedonic, utilitarian, social, and technological—based on communication’s uses and gratification theory (UGT). It was validated in the Metaverse Digital Twin Museum (MDTM). Using Spatial.io’s IES Goya Museum as the experimental platform, the research team conducted Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0 software through experiments and surveys with 307 participants aged 18 to 30. Quantitative analyses revealed that MDTM’s hedonic gratification (hope), utilitarian gratification (information and self-presentation), social gratification (social interaction and social presence), and technological gratification (immersion) significantly influenced young users’ continued intention. The findings reveal that these six key factors can be the focus of MDTM’s future development to enhance user experience. This study fills the gap in applying UGT in the field of metaverse museums, provides metaverse museum managers with references to the key factors that can prolong users’ continued intention to use, and points out the key factors that need further attention in future research and practice. Full article

This study develops a theoretical framework integrating the Technology Acceptance Model (TAM) and Uses and Gratifications Theory (UGT) to predict and understand the acceptance of voice shopping intentions, particularly through AI-driven voice assistants. This research delves into the dual aspects of AI voice shopping platforms: the functional attributes outlined by the TAM and personal gratifications highlighted by the UGT, such as enjoyment, performance expectancy, and perceived safety. It uncovers a favorable user attitude towards voice shopping, emphasizing the significant role of performance expectancy and perceived utility on behavioral intentions. Key insights include the critical importance of security and privacy for user trust and the acceptance of new AI technologies, and the necessity of a balanced approach that merges functional, emotional, and security aspects for successful AI integration in daily technology use. Contrary to expectations, this study reveals a weak relationship between social norms and perceived usefulness, suggesting a misalignment with societal expectations. This research enriches the understanding of voice shopping using virtual assistants, offering valuable insights into consumer behavior and AI technology acceptance. It highlights practical implications for AI research, the development of voice-based software, and AI-driven advertising strategies, emphasizing the communication of benefits and emotional resonance in voice-enabled AI assistants for consumer purchases. Full article

With the rapid development of artificial intelligence (AI) technology, AI educators have become a reality. The advancement and increasing applications of AI technology in higher education not only provide more efficient tools for teachers in long-term and focused teaching, but also provide new active and independent spaces for sustainable self-motivated learning for college students. It is of great importance that the effects of AI educator design are understood to ensure the sustainable development and deployment of AI-driven courses at universities. This paper investigates the influences of AI educators’ autonomy design on students’ usage intentions by delving into how the artificial autonomy of AI educators satisfies students’ needs. Drawing on the uses and gratification (U&G) framework, we theoretically elaborate on how AI educator autonomy (i.e., sensing autonomy, thought autonomy, and action autonomy) influences students’ intentions to use an AI educator through the mediating effects of U&G benefits (i.e., information-seeking gratification, social interaction gratification, and entertainment gratification). By conducting an online survey (N = 673) on college students, we found that the sensing autonomy of AI educators is positively associated with usage intention due to the mediating effects of social interaction and entertainment gratifications; the thought autonomy of AI educators is positively related to usage intention, mediated by information-seeking and social interaction gratifications, and the action autonomy of AI educators is positively linked with usage intention through the paths of information-seeking and entertainment gratifications. Our findings provide both theoretical contributions and practical implications. Full article

Despite being recognized as a global entertainment phenomenon, the nature of esports has been a subject of ongoing debate due to its content attributes and the controversial impact it has on individuals’ physical and mental well-being. We contend that the fundamental source of contention lies within the inherent content attributes of esports. Drawing on uses and gratification theory (UG) and cognitive appraisal theory, the purpose of the current study was to explore how esports content attributes and viewers’ individual characteristics (esports involvement) influence the viewer’s experience (flow experience) and well-being (happiness and vitality). The results of a latent moderated structural equations (LMS) modeling analysis using a total of 539 viewers revealed that entertainment, reliability, and diversity significantly influenced flow experience, which in turn influenced viewers’ happiness and vitality. Esports involvement was found to have moderating effects on the relationship between reliability and usefulness attributes and flow experience. The findings of this research provide important contributions to the literature and have implications for sport marketing managers. Full article