Detemining Influential Factors of Customer Satisfaction and Repurchase Intention Toward Online Food Application in Chengdu, China

Purpose: This study pinpoints the influential factors of customer satisfaction and repurchase intention toward online food application in Chengdu, China. The conceptual framework draws a causal association between online repurchase intention, customer satisfaction, service quality, food quality, convenience, and ease of use. Research design, data, and methodology: The questionnaire with the quantitative technique (n=500) was used to collect sample data from the target population. Before the survey's release, its content validity and reliability were assessed using Item-Objective Congruence (IOC) and a pilot Cronbach's Alpha test. The data were assessed using confirmatory factor analysis (CFA) and structural equation modeling (SEM) to confirm the causal relationship between the variables and the model’s goodness of fit. Results: The findings demonstrate that two important determinants and antecedents of online repurchase intention to utilize online food applications are perceived value and customer satisfaction. The ease of use, perceived value, convenience, service quality, and food quality substantially influence customer satisfaction. Conclusions: It recommends that the developers, managers, marketers, and take-out shops of the online food application pay more attention to how customers perceive the value of the application and whether customers can discern the quality of the food and service through a series of useful, quick, and simple operations in this online service

Exploring Interest through Pleasure Reading: The E-Reading Experiences of ESL Learners

The reading interest of students goes with technological advancements. This qualitative study, employed phenomenology, aimed to identify the e-reading experiences of ESL learners as a form of pleasure reading. Key Informant Interview and Focus Group Discussion were carried out. Significant themes were identified through thematic analysis. Results showed that students viewed their e-reading experiences as a form of pleasure reading for relaxing and stress relieving. It is entertaining and entails lessons as well as it capacates them to have an understanding of emotions, improving their reading skills as well as enriching positive thinking. Conversely, comprehending reading texts, improving macro skills and grammatical skills, and learning new words are the improvements gained by the ESL learners. An instructional material was developed to cater the needs of the learners to become motivated to read and being the best version of themselves. E-reading increased the interest of the students to explore the wonders of reading. Indeed, they filled out the gaps in the reading process. Having the necessary skills led them to understand the texts which encouraged them to read more. It is indispensable on the part of the students to engage more into e-reading since they applied the situations in their own lives. They learned lessons as well as the competencies to confront the challenges that they are facing in life. E-reading integrated the skills which would be necessary for students to love reading and improve their communicative competence

UNDERSTANDING THE APPLICABILTY OF UTILITARIANISM ETHICS TO BUSINESS PRACTICES WITH SPECIAL EMPHASIS ON THE PROBLEM OF CONSUMER DECEPTION AND PRODUCT SAFETY

Utilitarian ethics provides a compelling framework for addressing ethical challenges in contemporary business practices, particularly concerning consumer deception and product safety. This paper explores the intersection of utilitarian principles with modern business dynamics, highlighting conflicts arising from profit-driven motives conflicting with the ethical imperatives of maximizing overall happiness and minimizing harm. Drawing on foundational works by Jeremy Bentham and John Stuart Mill, the study examines utilitarianism's core tenets—such as the greatest happiness principle and consequentialism—and their application within business contexts. The analysis identifies specific instances of consumer deception and compromised product safety as manifestations of businesses prioritizing short-term gains over long-term societal well-being. It proposes a solution model grounded in Stakeholder Capitalism and Corporate Social Responsibility (CSR), advocating for ethical decision-making that integrates stakeholder interests and promotes transparency and sustainability. By aligning utilitarian ethics with pragmatic business strategies, organizations can navigate ethical dilemmas effectively while contributing positively to societal welfare and enhancing long-term competitiveness. This research contributes to the ongoing discourse on business ethics by offering insights into reconciling utilitarian principles with contemporary business realities, thereby fostering a more ethical and sustainable business environment

A Study on Intention and Behavior of Undergraduates to Use Massive Open Online Courses in Sichuan, China

Purpose: Based on COVID-19’s effect in China, this paper explores the influence of behavioral intention and behavior of undergraduates in their use of Massive Open Online Courses (MOOCs) learning in China. The research model is built upon the key constructs, including self-efficacy, perceived usefulness, perceived ease of use, attitude, behavioral intention, subjective norm, and behavior. Research design, data, and methodology: The target population includes 500 undergraduates using MOOCs. This study was conducted using a quantitative method, using a questionnaire. The sampling techniques are judgmental, convenience, and snowball sampling. The content validity was verified by the item-objective congruence (IOC) index, and the reliability test was employed by Cronbach alpha through a pilot test (n=50). In addition, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were analyzed. Results: Self-efficacy has a significant impact on perceived ease of use. Perceived usefulness and perceived ease of use significantly impact attitude. Attitude and subjective norms significantly impact behavioral intention toward behavior. Nevertheless, this study found a non-supported relationship between self-efficacy, perceived usefulness, and perceived ease of use. Conclusions: The findings recognize that most learners are concerned with MOOCs’ efficiency, costless, convenience, and openness, and this has also attracted special attention from educational theorists and academic

Influences of the Promotion Mix on Brand Love, Brand Loyalty, and Word-Of-Mouth: Evidence from Online Fashion Retail in Thailand

The online fashion industry faces competent competition, while brand love has become the key to winning a competitive advantage. Thus, brand love has become an interesting concept among academia in brand management-related disciplines. Previous research has not investigated the origins of brand love, specifically, its critical connection to the components of the promotion mix. This study employs the Tri-component attitude model as a theoretical foundation to investigate the influences of components of the promotion mix on brand love, brand loyalty, and word-of-mouth. The survey questionnaire was developed from the relevant literature and deployed in Khon Kaen Province, Thailand. Through convenience sampling, 276 individuals from Generation-Z participated in the survey. The Integrated Generalized Structured Component Analysis (IGSCA) was employed using GSCA Pro 1.2.1 software to assess the structural model. Findings show that advertising, personal selling, and sales promotion can predict variance in brand love, which can further predict the variance in brand loyalty and word-of-mouth. Several promotional mix strategies specific to each gender are proposed for practical use with online fashion brands to induce a love for online fashion brands

Book Review - Transitioning to Virtual and Hybrid Events: How to Create, Adapt, and Market an Engaging Online Experience ( Authors: Chodor, B. and Cyranski, G.)

Traditional “physical events” would often come to mind immediately when people think of modes of event. Apart from the aforementioned event type, “virtual events” extensively took place during the COVID-19 pandemic. “Hybrid events” combine the advantages of actual and virtual events, thereby providing attendees with immersive experiences (Piccioni, 2023). At present, virtual and hybrid events appeal to professional global marketers. These innovative event experiences possibly attract global event audiences with lower costs and without the limitations of geography (Lekgau and Tichaawa, 2022), as well as being greener and markedly more sustainable based on the environmental, social, and governance (ESG) framework. These characteristics enable stakeholders to comprehend how organizations manage risks and opportunities in the presence of sustainability-related issues (Corporate Finance Institute, 2022). This book provides explanations on organizing virtual and hybrid events and analyzes the myths related to event issues that people hear, hold, or believe in but which are not based on facts. Moreover, the book presents extensive and innovative guidance for private and public institutions in addressing existing issues in tourism and event management. The book likewise aims to turn unforeseen difficulties into new opportunities in the post-COVID-19 pandemic period by using numerous actual case studies with practical recommendations. &nbsp

Understanding Factors Impacting Behavioral Intention and Use Behavior of Online Art Exhibitions Among Art Students in Sichuan, China

This study aims to explore the factors impacting students in art majors in Chengdu universities to use online art exhibitions. The framework proposes seven variables of causal relationships, including subjective norms, perceived ease of use, perceived usefulness, behavioral intention, perceived behavioral control, social impact, and behavior. The researcher applied quantitative methods to distribute questionnaires to 517 participants. Before issuing the questionnaire, the validity and reliability of the data were tested using the Index of item objective congruence (IOC) and Cronbach’s alpha for the pilot tests (n=50). The data are analyzed by confirmatory factor analysis (CFA) and structural equation model (SEM) to verify the model's goodness of fit and confirm the causal relationship between the hypothesis test variables. The results show that subjective norms have a significant impact on perceived usefulness, perceived ease of use has a significant impact on perceived usefulness, perceived ease of use has a significant impact on behavioral intention, perceived usefulness has a significant impact on behavioral intention, perceived behavioral control has a significant impact on behavioral intention, social impact has a significant impact on behavioral intention. The behavioral intention has a significant impact on behavior. The seven hypotheses have been proven to meet the research objectives. Therefore, the study of conceptual models can predict and explain the behavioral intention of using online art exhibitions in higher education

Assessing Factors Impacting Satisfaction and Continuance Intention of Middle School Art Teachers to Use E-Learning Systems in Chongqing, China

This paper aims to evaluate key elements that significantly impact the satisfaction and continuance intention to use e-leaning of art teachers from middle schools in Chongqing, China. The framework included relationships between engagement, course structure, system quality, information quality, service quality, perceived usefulness, satisfaction, and continuance intention. The researcher distributed the quantitative questionnaires to 500 teachers at 15 middle schools in Chongqing, China. The sampling strategies used to collect the data include judgmental, quota and convenience sampling. Before the data collection, the expert rating of the item's index–objective congruence (IOC) and pilot tested with 50 respondents. Confirmatory factor analysis and structural equation modeling were used to analyze the data. The result of the data analysis supported five hypotheses, with perceived usefulness showing the strongest impact on satisfaction. Furthermore, satisfaction has a significant impact on continuance intention. As technology advances, online education has become a viable and sometimes preferred option for delivering instruction. Instructors should recognize that online education can offer various benefits, such as flexibility, accessibility, and the ability to incorporate multimedia elements into lessons

Grade Can Be Classified Effectively with the Measures of Student Satisfaction and Loyalty: A Case of a School in Yunnan, China

Purpose: The objective of this study was to determine the factors influencing the satisfaction and loyalty of students towards the academic grading system at Huayu Featured School (Main Campus) in Zhaotong City, Yunnan Province, China. The main constructs are student support facilities, campus life and social integration, academic experiences, service quality, student satisfaction, and student loyalty. Research design, data, and methodology: The target population includes 500 students in grades 7 to 9, with consent from their guardians. This study applied a quantitative method, using a questionnaire as a tool. The sampling techniques are judgmental, stratified random, and convenience sampling. The validity and reliability test were conducted by the item-objective congruence (IOC) index and Cronbach alpha through a pilot test (n=50). The main statistical analyses were made through confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results: The results show that students' support facilities, campus life and social integration, academic experiences, and service quality significantly influence student satisfaction. Moreover, student satisfaction significantly influences student loyalty. Conclusions: Based on the implications and recommendations, institutions can create a supportive and engaging environment that enhances student satisfaction, fosters loyalty, and contributes to the overall success of students and the institution

Factors Affecting Undergraduate Students' Satisfaction and Loyalty with Independent Institutions in Sichuan, China

Purpose: This study aims to investigate the factors that affect students' satisfaction and loyalty to independent institutions in Chengdu, Sichuan province. The researcher developed a conceptual model consisting of seven variables, and seven hypotheses that examined the impact of perceived value, service quality, university reputation, university image, and student trust on student satisfaction, university image, and student satisfaction on student loyalty. Research design, data, and methodology: A quantitative method and questionnaire were used to collect sample data from target populations. The study involved 575 undergraduate students in four selected independent institutions in Chengdu. The content validity and reliability were tested using Item-Objective Congruence and Cronbach's Alpha pilot test before distributing the questionnaire. The researcher employs judgmental, quota, and convenience sampling. Confirmatory Factor Analysis and Structural Equation Modeling were utilized to analyze the data. Results: The findings showed that perceived value, service quality, university reputation and university image significantly affect student satisfaction. Student satisfaction is the strongest predictor of student loyalty. Nevertheless, student satisfaction is not affected by student trust, and university image has no significant effect on student loyalty. Conclusions: This study has the potential to provide valuable insights that can improve the educational quality and competitiveness of independent institutions in Chengdu