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Metaverse is an immersive three-dimensional (3D) virtual world inhabited by avatars beyond the physical realm. The COVID-19 pandemic has disrupted the education system and the need to accelerate the digitalization of education has received a lot of attention. Metaverse can be an alternative solution for sociocultural interaction and to continue education. Accordingly, this study aimed to identify key factors in predicting the educational sustainability of Metaverse. The study empirically tested the role of psychological needs (i.e. hedonic motivation, affiliation, dominance, achievement, and autonomy) in predicting educational sustainability. The study employed a hybrid method integrating covariance-based structural-equation-modeling (CB-SEM) and deep artificial neural network (ANN) model. The CB-SEM results indicated that the need for autonomy and hedonic motivation significantly predicted the educational sustainability of Metaverse. Further, deep ANN models indicated that hedonic motivation was the most important input factor, followed by autonomy, affiliation, dominance, and achievement. Findings have practical implications for developers of the Metaverse environments and theoretical contributions for educators who manage and implement such environments. [ABSTRACT FROM AUTHOR]

This paper seeks to determine the decision-making route relating to hedonic and environmental motivation in green innovation adoption and to show how two similar green innovations can motivate consumers differently. It also aims to determine the effect of domain-specific innovativeness (DSI) on emotions and green identity on environmental motivations. The paper focuses on two types of green transport innovations: shared e-bikes and e-scooters. Four models were tested using structural equation modelling based on survey data from 800 shared e-bike and e-scooter users. The results reveal that the decision to use shared e-bikes follows a cognitive route, while shared e-scooter use follows an affective route. Additionally, findings show that DSI significantly affects positive emotions in the use of both shared microvehicles. However, green identity only impacts the environmental motivations in shared e-bike use. [ABSTRACT FROM AUTHOR]

We conducted a design-science research project to improve an organization's compound problems of (1) unsuccessful employee phishing prevention and (2) poorly received internal security training. To do so, we created a gamified security training system focusing on two factors: (1) enhancing intrinsic motivation through gamification and (2) improving security learning and efficacy. Our key theoretical contribution is proposing a recontextualized kernel theory from the hedonic-motivation system adoption model that can be used to assess employee security constructs along with their intrinsic motivations and coping for learning and compliance. A six-month field study with 420 participants shows that fulfilling users' motivations and coping needs through gamified security training can result in statistically significant positive behavioral changes. We also provide a novel empirical demonstration of the conceptual importance of "appropriate challenge" in this context. We vet our work using the principles of proof-of-concept and proof-of-value, and we conclude with a research agenda that leads toward final proof-in-use. [ABSTRACT FROM AUTHOR]

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The purpose of this study was to explore the acceptance of mobile learning by students in a higher education setting. The unified theory of acceptance and use of technology (UTAUT) was extended to include hedonic motivation, operationalized as enjoyment, as well as social influence in a field study involving the adoption of iPad mobile devices. Survey data were collected from 171 college students and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicated that enjoyment and performance expectations were important factors influencing the acceptance of mobile learning in this context. For those engaged in the mobile learning pilot project upon which this study was based, the use of the UTAUT and the results provided a theory-based empirical approach to support an assessment that the pilot project goals were achieved. Overall, students perceived iPads to be useful and enjoyable tools for accomplishing educational tasks and improving learning outcomes. [ABSTRACT FROM AUTHOR]

The role of social media as a marketing platform has become increasingly important as the number of retailers targeting young adults through social networking sites (snss) has grown, making these platforms central to their marketing strategies. A cross-sectional survey was conducted utilizing a self-administered questionnaire for testing the hypothesized research model. The sample group for the research comprised of 370 undergraduate and graduate students selected from four malaysian universities through cluster sampling. The results revealed that consumer intention was positively affected by utilitarian motivation, hedonic motivation, habit, and trust in snss. Multi-group analysis on the effect of usage habit as a moderating variable on the relationships between selected factors and the intention to purchase through snss revealed moderating effects of usage habit impacting relationships between utilitarian motivation and purchase intention (low habit usage β =.265) as compared to high habit usage of (β =.052). The theoretical and practical implications of the findings are offered, suggesting that marketing and online advertising strategists should be aware of the behaviour of online shoppers when planning online marketing campaigns for snss. [ABSTRACT FROM AUTHOR]

The ubiquitous presence of bed and breakfast (b&b) establishments on social media provides prospective customers with a plethora of information when making lodging choices. To understand customers’ behaviors during the decision-making processes, this study attempts to assess the causal relationships among customers’ motivations to use b&b websites, their flow experiences, emotional responses, and behavioral intentions in an online environment. It also examines whether social influence in online environments (e-social influence) affects associations among customers’ motivations, flow experiences, emotional responses, and behavioral intentions. Results indicate there are significant effects of hedonic and utilitarian motivations on customers’ flow experiences, emotional responses, and behavioral intentions toward b&b websites. Furthermore, e-social influence modifies a set of relationships between hedonic motivation and flow experiences, between flow experiences and behavioral intention, and between emotional responses and behavioral intention. Managerial and theoretical implications and suggestions for future research are discussed. [ABSTRACT FROM AUTHOR]

The study examined direct and indirect effects of retail environmental characteristics on impulse buying behavior. Guided by the Stimulus-Organism-Response (S-O-R) model and impulse buying literature, the study investigated whether and how three characteristics (i.e. ambient, design, and social) of the retail environment influenced consumers' positive emotional responses which, in turn, affected impulse buying behavior. Whether and how individual factors (i.e. hedonic motivation) moderated the relationship between these characteristics and consumers' positive emotional responses were also examined. Survey data were collected using a store intercept method from 212 consumers of a retail store offering outdoor merchandise. The study found direct effects of (a) ambient/design characteristics of the retail environment on consumers' positive emotional responses to the retail environment and (b) consumers' positive emotional responses to the retail environment on impulse buying behavior. Hedonic motivation moderated the relationship between social characteristics of the retail environment and consumers' positive emotional responses. [ABSTRACT FROM AUTHOR]