Roles of Online Ratings for Multihoming on O2O Platforms

This paper studies the role of online ratings for the choice of multihoming on third-party O2O platforms. Specifically, the work investigates the main effect of online ratings and its interaction with operation duration and the number of screens. An ordered logit model is employed with a sample of 1902 cinemas multihoming on O2O platforms. The findings show that online ratings have significantly positive impact on platform multihoming. A cinema’ s operation duration negatively moderates the relationship between online ratings and platform multihoming, while its number of screens positively moderates the relationship. Implications of the findings are discussed

Internet Celebrity Endorsement: How Internet Celebrities Bring Referral Traffic to E-commerce Sites?

Endorsement marketing has been widely used to generate consumer attention, interest, and purchase behaviors among targeted audience of celebrities. Internet celebrities who become famous by means of the Internet are more dependent on strategy intimacy to appeal to their followers. Limited studies have addressed the new business models in Internet celebrities economy: content advertising and online retailing. Our study aims to examine how Internet celebrity endorsement influencing the consumers’ clickon behaviors and purchase behaviors in the context of e-commerce business. Results suggest that content marketing using Internet celebrity endorsement exhibit a significant role in bringing referral traffic to e-commerce sites but less helpful to boost sales. The impact of Internet celebrity endorsement on consumers’ click-on decisions is U-shaped, but the role of Internet celebrities as online retailers will “shape-flip” such relationship to a negative linear relation. Therefore, Internet celebrity endorsement provides effective ways to bring referral traffic to e-commerce sites

Students’ behavioral intention on interactive video in primary Cinematography of Art Universities in Chengdu, China

The emergence of the COVID-19 has made some traditional classroom teaching impossible. Therefore, online teaching has become a compelling choice for higher education in China. However, the shortcomings of the weak sense of communication in online teaching leads to poor teaching quality. Especially in the cinematography major, as a highly practical major, online teaching methods cannot achieve the purpose of teaching. The emergence of interactive video technology has brought a turning point for this kind of practical professional network teaching. The study was to explore the effect of using interactive video in major cinematography classrooms and the acceptance of students. The theoretical basis of this research is the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Unified Theory of Acceptance and Use of Technology (UTAUT). The variables are perceived usefulness, perceived ease of use, attitude, social influence, self-efficacy, and behavioral intention. The 480 questionnaires were distributed to students from three universities.  The data analysis was based on 451 valid questionnaires returned. The Structural Equation Model (SEM) SEM was used to validate the research hypothesis to determine the relationship between variables. The findings indicate that all six hypotheses proposed in this study are supported. The results showed that students' perceived ease of use when using interactive videos for learning directly affect their perceptions on the usefulness of interactive videos. Perceived ease of use and perceived usefulness directly impact attitude; that is, when students perceived that the interactive video is easy to operate or helpful, it positively affect their attitude towards interactive video. In addition, attitude, self-efficacy, and social influence are the three influencing factors in predicting students' behavioral intentions. The research results would promote the widespread use of interactive video in higher education by investigating cinematography students' behavioral intentions to use interactive video in professional

A Study Examining Undergraduate Students’ Satisfaction and Continuance Intention with E-learning in Beijing, China

Purpose: This study investigates the factors impacting undergraduate students’ satisfaction and continuance intention with e-learning in Beijing, China. The main theories were Information Systems Success Model (ISSM), Expectation Confirmation Theory (ECT), and Technology Acceptance Model (TAM). Perceived usefulness, confirmation, satisfaction, system quality, information quality, service quality, and continuance intention were all interconnected in the conceptual framework. Research design, data, and methodology: 479 questionnaires were completed by students in the four departments of the Beijing Film Academy. The study employed three sampling techniques: purposive sampling, quota sampling, and convenience sampling. To ensure content validity, the index of item-objective congruence (IOC) was utilized, along with a pilot test involving a sample of 50 participants, and the reliability of the measurements was assessed using Cronbach's alpha coefficient. Additionally, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed to analyze the data and generate the findings. Results: All eight hypotheses proposed in the study were supported. Confirmation has a significant impact on perceived usefulness. Perceived usefulness, confirmation, system quality, information quality, and service quality significantly impact satisfaction. Perceived usefulness and satisfaction significantly impact continuance intention. Conclusions: College teaching practitioners should focus to enhance e-learning’s efficiency and student’s motivation to continue using online education appropriately

Internet-mediated intercultural English language education in China's higher education institutions

In the information age, the advent of Internet technologies has made it possible to transform language learning and teaching, through online intercultural exploration and exchange. The role of English as an international language in global communication is recognised in China's latest national guidelines for tertiary language curricula, which seek to develop professionals possessing both sound language proficiency and intercultural competence, alongside other goals such as information literacy and learner autonomy. This thesis examines the actual delivery of an intercultural dimension mediated by Internet technologies. To this end, this thesis reports an investigation into the situation of Internet-mediated intercultural English language teaching and learning at China's higher education institutions conducted between 2008 and 2009. Multi-stage and multi-site fieldwork combined a survey approach and a collective case study approach. The researcher being the primary data collection tool, data obtained from questionnaire survey, interview (and informal conversation), observation and document collection instruments have been combined. The survey findings thus not only have breadth, but also provide materials for in-depth studies of sample cases. Four cases, demonstrating a variety of institutional, individual, pedagogical and technological factors, are analysed at greater length to explore whether evidenced Internet-mediated practices might facilitate an intercultural approach to teaching and learning. Comparisons suggest that, despite their differing characteristics and contexts, there are some commonalities in terms of Internet-mediated activities entailing elements of an intercultural approach. These elements are synthesised and mapped out in an original pedagogical framework for Internet-mediated intercultural teaching and learning, with a set of guiding principles. This framework advocates establishing an Internet-mediated intra-class community as the basis for undertaking intercultural language activities, complementing the prevailing telecollaborative model for the development of intercultural communicative competence. This outcome contributes to a fuller understanding of the design of Internet-mediated intercultural language activities

Employees on social media: A multi-spokespeople model of CSR communication

Increasing societal and stakeholder expectations, along with easy access to information through social media, means corporations are asked for more information. The traditional approach to CSR communication, with corporations controlling what and how much to share with stakeholders has been restructured by social media, with stakeholders taking control. As legitimacy on social media is created through the positive and negative judgements of stakeholders, corporations must plan how to meet stakeholder demands for information effectively and legitimately, and this includes choosing appropriate spokespeople. Corporations in India have now turned towards their employees as CSR spokespeople. By encouraging employee activity on social media, these corporations are attempting to meet stakeholder demands and generate legitimacy through spokespeople whom stakeholders perceive as equals. This article examines that strategy and discusses its viability of using employees as spokespeople for CSR communication and engagement with stakeholder

Religion and brand activism: Faith-based segments in the UK and their engagement in boycotting behaviour.

At present, brand activism has become an emerging marketing strategy for companies who aim to distinguish themselves in a fragmented marketplace by publicly addressing social and political issues. In a bid to foster loyalty and nurture lifelong customers, brands are aligning their values with meaning causes to spark change and inspire action. However, several brands have faced criticism or faced boycotts because of their decisions to support contentious causes. The contrasting positions adopted by brands such as Huda Beauty and McDonald's Israel amid the ongoing Israeli-Palestinian conflict serve as a notable example. Existing works have focused on consumer motives for, responses to, and the effectiveness of brand boycotting. Also examined is the role of consumer affinity and animosity play in the context of boycotting campaigns. In addition to this, social media has simplified the process for activists to connect with a broader audience and garner more substantial support for their causes. With this said, the impact of religious animosity on people's attitudes toward macro boycotts is said to be culturally dependent. Yet, little research was located on the boycotting behaviour of faith-based segment in secular societies like the UK. Thus, the purpose of the paper is to examine the impact religion (and religious commitment) has on faith-based segments when boycotting brands. The objectives of the paper are threefold. First, to uncover individual motives and expectations (i.e., from personal views to social expectations). Second, identify their engagement and participation (i.e., communication, product, purchase and response) in boycotts online and offline. Third, to understand how faith-based segment perceive or measure the success of their boycotts (i.e., business impact vs. society impact). The study will encompass followers of Christianity, Islam, Hinduism, Judaism, and Sikhism, and includes respondents with no religious affiliation. variations will be assessed among religion and religiosity group, with the latter being measured through two dimensions (i.e., intrinsic and extrinsic). The implication of this research enables companies to understand the mechanism of consumer boycotting behaviour in instances of brand activism