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Motorbike accidents account for more than half of all road traffic accidents, and most involve novice drivers who have just hit the road. To promote the safe driving of motorbikes and reduce the occurrence of accidents, this study proposes a serious game that simulates a motorbike license training system. The game will simulate the scene and process of the official motorbike license test as a way of training novice drivers to obtain driving qualifications. This study uses the technology acceptance model as an evaluation method for the license training system and for researching the psychological reactions of system users. Research results show that most users have a positive experience with the license training system. However, results also show that the system's fun, usefulness, and user-friendliness affect users' willingness to use the system. With that in mind, the system can be improved in the future to raise the willingness of users to use the system to practice repeatedly. [ABSTRACT FROM AUTHOR]

Since the outbreak of the COVID-19 pandemic, social media are used frequently in the process of teaching and learning interaction, which not only endows learning with sociality, but also poses challenges to students' autonomous learning behavior. To identify the influencing factors of motivation regulation in blended learning environments, we need to pay more attention needs to the mechanisms and strategies that support students' long-term interests. The results revealed that social interaction and perceived playfulness are important factors affecting students' motivation regulation, and teachers' support of autonomy, emotion, and ability play a regulatory role. The results present internal and external driving forces of students' motivation regulation, which are useful for educators to understand the plasticity of motivation and the inequality of learning achievements of specific student groups. Therefore, teachers are required to play a more supportive role in the social learning environment based on game thinking and interactive design to enhance students' learning motivation. [ABSTRACT FROM AUTHOR]

Food waste is a serious issue around the world. One way to address this issue is distributing food surpluses through food-sharing platforms. There are a limited number of empirical studies investigating the drivers of using food surplus-sharing platforms, particularly in developing countries. This paper investigates the impacts and connections between environmental concern, perceived playfulness, social norms, food waste awareness, price consciousness, food neophobia, and purchase intention of food surplus through a food-sharing platform in Thailand. A sample of 284 Yindii users was analyzed by using exploratory factor analysis and multiple regression. Empirical results revealed environmental concern and perceived playfulness to be the primary constructs influencing consumers' purchase intention toward food surplus. The results suggest that perceived playfulness is the most crucial determinant affecting purchase intention. Our results also indicated people who have obtained a higher education level and the low-income group show a higher purchase intention toward food surplus products. This research is the first attempt to study food surplus redistribution in Thailand. This study contributes to the literature and provides insights for practitioners with several implications. [ABSTRACT FROM AUTHOR]

COVID-19 has adversely affected public access to public green spaces. As a means of interacting with nature, parks and green spaces are an important aspect of residents' daily lives. In this study, the focus is on new digital solutions, such as the experience of painting in virtual natural settings through virtual reality technologies. This study examines factors that affect the user's perceived playfulness and continuance intention to paint in a virtual environment. A total of 732 valid samples were collected through a questionnaire survey, and a theoretical model was developed through structural equation model by analyzing attitude, perceived behavioral control, behavioral intention, continuance intention, and perceived playfulness. Results demonstrate that perceived novelty and perceived sustainability increase the positive attitude of users toward VR painting functions, whereas perceived interactivity and aesthetics have no impact on it within VR painting context. As users use VR painting, they are more concerned about time and money than equipment compatibility. This makes resource facilitating conditions a more influential factor for perceived behavior control than technology facilitating conditions.

Gamification, an innovative tool for interacting with consumers that can be seen as a new trend in marketing, could enhance customer behavior, such as greater loyalty. This paper investigates the relationship between gamification, attitude, and customer behavioral intention. Using the Starbucks branded app as the tool, this study aims to identify the influencing factors of the app from a gamification perspective (achievement, challenge, rewards) on customer engagement, perceived playfulness, attitude, and behavior. The Technology Acceptance Model and Mechanics Dynamics Emotions were employed, using perceived playfulness as an intrinsic motivation of the Technology Acceptance Model. The subjects of this study were 581 customers in Taiwan who have used the Starbucks branded app. The primary data were gathered to test the hypothesis and propose a model. The findings showed that game elements have a positive influence on customer engagement and perceived playfulness. Gamification positively enhances customer engagement on the Starbucks branded app and creates joyful emotion and sustainable consumption. Thus, the game element positively affects subsequent behaviors, such as attitude and behavioral intention. [ABSTRACT FROM AUTHOR]

• Mini-detail short videos are conceptualized as multimedia effect, virtual experience and personalized recommendations. • This paper finds and sorts out the mechanism of the influence of mini-detail short videos on consumers purchase intention. • Perceived usefulness and perceived playfulness partially mediate mini-detail short videos and consumer purchase intention. This study takes mini-detail short videos on Taobao as the research object to explore whether perceived playfulness and perceived usefulness moderate the relationship between mini-detail short videos and purchase intention. Mini-detail short videos can be conceptualized as multimedia effects, virtual experiences, and product personalized recommendations. Therefore, the discussion of mini-detail short videos and consumer purchase intention is transformed into the discussion of multimedia effects, virtual experience, product personalized recommendation and consumer purchase intention. In this study, a research model based on TAM2 is proposed. A total of 168 valid questionnaires were collected using the questionnaire method. AMOS structural equation model23.0 and spss23.0 were used to analyze the reliability and validity of the questionnaire data. The results show that perceived playfulness and perceived usefulness partially mediate the relationship between multimedia effect, virtual experience, personalized product recommendation and consumers purchase intention. Obviously, multimedia effects, virtual experience and personalized product recommendations are the main factors that affect consumers shopping intentions. Notably, this study found that perceived playfulness was more important than perceived usefulness in influencing customers purchase intention. Based on these findings, the conclusions of this thesis will enable Tao bao merchants and platform managers to identify the mechanism of the impact of mini-detail short videos on consumer purchase intention. [ABSTRACT FROM AUTHOR]

IntroductionThis study examines the emotional support offered by the non-player characters (NPCs) in an interactive learning environment, as well as the effects of the perceived playfulness of the interactive system on German language learning.MethodWe developed a role-playing library system to serve this purpose. 2,377 Chinese Internet users were surveyed using online questionnaire.ResultsA theoretical model of emotion- driven learning (ELM) was proposed based on the analysis results of valid recovered data. Additionally, NPCs were found to be effective in improving learning outcomes through emotional support.DiscussionAn interactive education system may be able to enhance the perceived playfulness of learning in order to enhance the learning experience.

TikTok, along with other social media platforms, has emerged as one of the most important tools for many people, particularly millennials. Because the relationship between social media and customers' behavioral intentions has long been a topic of discussion in the hospitality industry, the purpose of this study was to look into the potential determinants of customers' visiting intentions toward Universal Studios Beijing on short video platforms such as TikTok. In addition, descriptive analysis was also conducted to show the demographic and other basic characteristics of the sample. The findings revealed that social interaction, informativeness, and trust had significant effects on perceived usefulness, as well as significant influences on the related visiting intentions from the perceived usefulness, ease of use, and playfulness. This study filled in the research gaps of the TikTok studies based on the extended technology acceptance model (TAM) and explored the effects of perceived playfulness on the theme park. This study can contribute to the formulation of operational and marketing strategies by theme park marketers, help internet vloggers with content creation and development, and provide suggestions to local governments for tourism destination management. [ABSTRACT FROM AUTHOR]

The research aimed to understand the behavior and adoption of mobile instant messaging (MIM) usage. By applying perceived service quality towards perceived playfulness and gratification model, the research investigated the factors related to MIM usage. Two most popular MIM applications used in Semarang, Indonesia, namely WhatsApp and LINE were targeted. After testing and validating the reliability and validity, questionnaires were distributed to university students and employees in Semarang, Indonesia whom already used MIM applications. The measurement of the constructs in the proposed model was confirmed with confirmatory factor analysis (CFA) to test the consistency of question items within each construct. The outcomes of the questionnaire were tested through structural equation modeling (SEM) to test whether the proposed constructs are confirmed to the designated model. Path coefficient and fit indices of the proposed conceptual model were also used to measure the possible relations between variables. The results show positive influences of perceived service quality, perceived playfulness, and gratification towards user’s attitude.

The study aimed to examine the effect of system quality, information quality and perceived playfulness on the use of online transportation applications. The most rapid development of information technology today is the use of smartphones. The inherent mobile apps and high frequency of use in today's society are online transport applications, such as Gojek, Grab, and Uber. The existence of several applications of online transport service providers make the user has several options and application providers trying to improve the quality of applications to attract users. This study collected questionnaire data with a total of 104 Indonesian respondents who using online transportation applications on their smart phones. The results of the analysis show that the perceived quality of the website (i.e. information and system quality) affects the perceived playfulness of the customer, and in turn, the satisfaction and intention to continue using it. The higher the quality level of the online transportation mobile application system, the more interested users will be to use it. Quality applications will increase the user's perceived playfulness, make users feel comfortable and have their own pleasure. Perceived playfulness will affect the intention to continue using the application.

Copyright of Tourism Tribune / Lvyou Xuekan is the property of Tourism Institute of Beijing Union University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The current investigation examined the association of perceived playfulness in same-sex best friendships with happiness. Study 1 (N = 1009) showed that playfulness was related to and accounted for unique variance in subjective well-being even when controlling for the Big Five dimensions of personality, relationship quality and conflict. Study 2 (N = 277) showed that personal sense of uniqueness mediated the association of playfulness with affect balance. The findings suggest that perceived playfulness is a reliable correlate of individual happiness, and directions for future are provided. [ABSTRACT FROM AUTHOR]

Copyright of Polish Journal of Management Studies is the property of Czestochowa University of Technology, Faculty of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The technology acceptance model (TAM) is one of the most widely used models of information technology (IT) adoption. According to TAM, IT adoption is influenced by two perceptions: usefulness and ease of use. In this study, we extend TAM to the mobile commerce context. We categorize the tasks performed on wireless handheld devices into three categories: (1) general tasks that do not involve transactions and gaming, (2) gaming tasks, and (3) transactional tasks. We propose a unified conceptual model for wireless technology adoption. In this model, task type moderates the effects of four possible determinants: perceived usefulness, perceived ease of use, perceived playfulness, and perceived security. We postulate that, under the mobile context, user intention to perform general tasks that do not involve transactions and gaming is influenced by perceived usefulness and perceived ease of use, user intention to play games is affected by perceived playfulness, and user intention to transact is influenced by perceived usefulness and perceived security. A survey was conducted to collect data about user perception of 12 tasks that could be performed on wireless handheld devices and user intention to use wireless technology. Multiple regression analyses supported the proposed research model. [ABSTRACT FROM AUTHOR]

This study verified the factors influencing continuous intention to use of OTT service users through technology acceptance model and extension. For this purpose, the main results were derived through correlation analysis and path analysis using SPSS 21.0 program and AMOS 21.0 program. The summary is as follows. First, perceived ease of use was found to have a statistically significant positive effect on perceived usefulness. Second, perceived ease of use did not have a statistically significant effect on continuous intention to use. Third, the perceived usefulness has a statistically significant positive effect on continuous intention to use. Fourth, perceived innovativeness has a statistically significant positive effect on perceived ease of use. Fifth, perceived innovativeness has a statistically significant positive effect on continuous intention to use. Sixth, perceived playfulness has a statistically significant positive effect on continuous intention to use. The above results will be meaningful in that it has revealed a path to understand the extension of the technology acceptance model of OTT services and acceptance of OTT services. [ABSTRACT FROM AUTHOR]

Although the integration of virtual world in teaching and learning has been investigated, there is a scarcity of research considering its influence on assessing learners' understanding and comparing it with traditional e-assessment tools such as that in Moodle quiz. In this research, a virtual reality (VR) game-based e-assessment application was designed first. Subsequently, the study aims at (1) understanding whether the type of e-assessment method can affect students' performance, and (2) investigating the difference in learners' perceptions based on the type of e-assessment technology. A combination of quasi-pre-test and post-test experimental and survey research design methods were adopted. Overall, 32 undergraduate students were assigned to either control (N=17) or experimental (N=15) group. The key findings are (1) no statistical differences in students' performance were found for both groups, and (2) significant differences between learners who completed the VR game-based e-assessment and those on the control group were found on perceived playfulness and ease of use. The conclusion drawn from the research outcomes is that a VR game-based e-assessment application is a successful approach to enhance learners' engagement in evaluation sessions, although students may face a lack of experience in its use. [ABSTRACT FROM AUTHOR]

Highlights • We design and test a model of the formation of playfulness on Facebook. • Transportation into Facebook stories has a significant effect on playfulness. • Transportation is triggered by mental imagery and focused attention. • Gender moderates the impact of mental imagery on transportation. Abstract Despite perceived playfulness being at the core of Facebookers' experiences, research has yet to address this psychological phenomenon and its underlying drivers. Drawing theoretical insights from transportation theory, imagery literature, the arousal-as-information approach, and accounts of information processing and gender, this paper aims to fill the gap and examine the impact of imagery and arousal on perceived playfulness, and the moderating effect of gender. We develop a psychological model of playfulness formation and we test it empirically with a sample of 416 active users of Facebook. We validate the survey instrument and use a partial least squares (PLS) approach to examine the direct, mediating and moderating effects on perceived playfulness. The results provide support for the proposed model, which relates imagery to perceived playfulness, directly and through the path of transportation; considers the distinct roles of imagery elaboration and imagery representations; and includes the moderating influence of arousal. In addition, the results report that gender has a moderating effect on playfulness formation. The findings offer implications for marketing practitioners and information systems (IS) specialists alike. [ABSTRACT FROM AUTHOR]

Development of information and communication technology is changing commerce environment and consumer purchasing behavior has also been changed. Globalization is becoming increasingly prevalent in the world today and many factors such as culture, politics, and economics may influence the applicability of management theories. Concurrently, corporate managers are faced with the challenge of offering usable and useful applications to the local users. Besides, many scholars strongly support that the criteria for M-Commerce adoption in developing countries are different from that of developed countries, due to cultural, security, social, political, economic, and technological aspects. This research tried to investigate the differences on the adoption of mobile commerce between developed and developing countries. In this study, the motivation for studying advanced mobile phone services adoption in the South Korea and Viet Nam is presented. Second, M-Commerce adoption model is introduced as a starting point for the research model. We then integrate price, personal innovativeness, quality dimension and perceived of playfulness into our model. Next, we describe our method and report the results of our analysis. The paper concludes with a discussion of the results from both the South Korea and Viet Nam with implications.

Information systems (IS) community is increasingly interested in employing neuroscience tools and methods in order to develop new theories concerning Human-computer interaction (HCI) and further understand IS acceptance models. The new field of NeuroIS has been introduced to address these issues. NeuroIS researchers have proposed encephalography (EEG), among other neuroscience instruments, as a valuable usability metric, when used effectively in appropriately designed experiments. Moreover, numerous researchers have suggested that EEG frontal asymmetry may serve as an important metric of user experience. Based on the aforementioned evidence, this study aims to integrate frontal asymmetry with Technology acceptance model (TAM). Particularly, we assumed that frontal asymmetry might predict users’ perceptions regarding Usefulness and Ease of Use. Furthermore, we hypothesized that frontal asymmetry might also affect (influence) users’ Perceived Playfulness. Specifically, 82 (43 females and 39 males) undergraduate students were chosen to use a Computer-Based Assessment (while being connected to the EEG) in the context of an introductory informatics course. Results confirmed our hypothesis as well as points of theory about Information technology (IT) acceptance variables. This is one of the first studies to suggest that frontal asymmetry could serve as a valuable tool for examining IT acceptance constructs and better understanding HCI. [ABSTRACT FROM AUTHOR]

Aim/Purpose This study aims at (1) extending an existing theoretical framework to gain a deeper understanding of the technology acceptance process, notably of the Facebook social network in an unexplored Middle East context, (2) investigating the influence of social support theory on Facebook adoption outside the work context, (3) validating the effectiveness of the proposed research model for enhancing Facebook adoption, and (4) determining the effect of individual differences (gender, age, experience, and educational level) amongst Facebook users on the associated path between the proposed model constructs. Background Social networking sites (SNSs) are widely adopted to facilitate social interaction in the Web-based medium. As such, this present work contends that there is a gap in the existing literature, particularly in the Middle East context, as regards an empirical investigation of the relationship between the social, psychological, individual, and cognitive constructs potentially affecting users' intention to accept SNSs. The present research, therefore, attempts to address this deficit. The relevance of this work is also considered in light of the scarcity of empirical evidence and lack of detailed research on the effect of social support theory with regard to SNS adoption in a non-work context. Methodology A quantitative research approach was adopted for this study. The corresponding analysis was carried out based on structural equation modelling (SEM), more specifically, partial least squares (PLS), using SmartPLS software. Earlier research recommended the PLS approach for exploratory studies when extending an existing model or developing a new theory. PLS is also a superior method of complex causal modelling. Moreover, a multi-group analysis technique was adopted to investigate the moderating influence of individual differences. This method divides the dataset into two groups and then computes the cause and effect relationships between the research model variables for each set. The analysis of an in-person survey with a sample of Facebook users (N=369) subsequently suggested four significant predictors of continuous Facebook use. Contribution This study contributes to the body of knowledge relating to SNSs by providing empirical evidence of constructs that influence Facebook acceptance in the case of a developing country. It raises awareness of antecedents of Facebook acceptance at a time when SNSs are widely used in Arab nations and worldwide. It also contributes to previous literature on the effectiveness of the unified theory of acceptance and use of technology (UTAUT) in different cultural contexts. Another significant contribution of this study is that it has reported on the relevance of social support theory to Facebook adoption, with this theory demonstrating a significant and direct ability to predict Facebook acceptance. Finally, the present research identified the significant moderating effect of individual differences on the associated path between the proposed model constructs. This means that regardless of technological development, individual gaps still appeared to exist among users. Findings The findings suggested four significant predictors of continuous Facebook use, namely, (a) performance expectancy, (b) peer support, (c) family support, and (d) perceived playfulness. Furthermore, behavioral intention and facilitating conditions were found to be significant determinants of actual Facebook use, while individual differences were shown to moderate the path strength between several variables in the proposed research model. Recommendations for Practitioners The results of the present study make practical contributions to SNS organizations. For example, this research revealed that users do not adopt Facebook because of its usefulness alone; instead, users' acceptance is developed through a sequence of variables such as individual differences, psychological factors, and social and organizational beliefs. Accordingly, social media organizations should not consider only strategies that apply to just one context, but also to other contexts characterized by different beliefs, perceptions, and cultures. Moreover, the evidence provided here is that social support theory has a significant influence on SNSs acceptance. This suggests that social media organizations should provide services to support this concept. Furthermore, the significant positive effect of perceived playfulness on the intention to use SNSs implied that designers and organizations should pay further attention to the entertainment services provided by social networks. Recommendations for Researchers To validate the proposed conceptual framework, researchers from different countries and cultures are invited to apply the model. Moreover, a longitudinal research design could be implemented to gather data over a longer period, in order to investigate whether users have changed their attitudes, beliefs, perceptions, and intention by the end of the study period. Other constructs, such as individual experience, compatibility, and quality of working life could be included to improve the power of the proposed model. Impact on Society Middle Eastern Facebook users regard the network as an important tool for interacting with others. The increasing number of Facebook users renders it a tool of universal communication and enjoyment, as well as a marketing network. However, knowledge of the constructs affecting the application of SNSs is valuable for ensuring that such sites have the various functions required to suit different types of user. Future Research It is hoped that our future research will build on the results of this work and attempt to provide further explanation of why users accept SNSs. In this future research, the proposed research model could be adopted to explore SNSs acceptance in other developing countries. Researchers might also include other factors of potential influence on SNSs acceptance. The constructs influencing acceptance of other social networks could then be compared to the present research findings and thus, the differences and similarities would be highlighted. [ABSTRACT FROM AUTHOR]

This study developed an interactive computer game-based visual perception learning system for special education children with developmental delay. To investigate whether perceived interactivity affects continued use of the system, this study developed a theoretical model of the process in which learners decide whether to continue using an interactive computer game-based visual perception learning system. The technology acceptance model, which considers perceived ease of use, perceived usefulness, and perceived playfulness, was extended by integrating perceived interaction (i.e., learner-instructor interaction and learner-system interaction) and then analyzing the effects of these perceptions on satisfaction and continued use. Data were collected from 150 participants (rehabilitation therapists, medical paraprofessionals, and parents of children with developmental delay) recruited from a single medical center in Taiwan. Structural equation modeling and partial-least-squares techniques were used to evaluate relationships within the model. The modeling results indicated that both perceived ease of use and perceived usefulness were positively associated with both learner-instructor interaction and learner-system interaction. However, perceived playfulness only had a positive association with learner-system interaction and not with learner-instructor interaction. Moreover, satisfaction was positively affected by perceived ease of use, perceived usefulness, and perceived playfulness. Thus, satisfaction positively affects continued use of the system. The data obtained by this study can be applied by researchers, designers of computer game-based learning systems, special education workers, and medical professionals. [ABSTRACT FROM AUTHOR]

The ongoing development of the digital music ecosystem has fostered a proliferation of products. In this study our aim was to address the digital aspects of physical music products. We analyzed data collected via a survey, using a research model based on an enhanced version of the theory of reasoned action, into which we integrated the following: intangibility attributes of perceived risk, accessibility, and predicted risk; price, range, and trialability as attributes that define the types of digital product; and the entertainment attributes of anticipation of customers' needs and perceived playfulness. Results indicated that consumers' attitude and intention were influenced mainly by product range and, simultaneously, that their decision to buy digital music was influenced by attitude and subjective norms. The results suggest that as trialability had a nonsignificant impact on consumer intention and attitude, consumers' perceived risk may be lowered by reducing the cost of digital music. [ABSTRACT FROM AUTHOR]

Mobile instant messaging is the communication technology revolution that is changing the way people communicate. The adoption rate is surging and the massive growth is experienced worldwide. Prior studies on instant messaging have been primarily concerned with its task-relevant or functional aspects, while less attention is paid to social interaction aspects. Drawing from media richness theory, present research highlights that social interaction factors can be facilitated by an enriched communication channel to create closer interpersonal social relationships. Specifically, the findings illustrate that the combined effect of text messaging and emoticon use increases information richness, which leads to perceived playfulness in mobile instant messaging. In addition, the perceived playfulness fostered in the instant messaging process plays a driving role in facilitating social connectedness, identity expressiveness between users and advocacy of mobile instant messaging usage. [ABSTRACT FROM AUTHOR]

The popularity of mobile applications (mobile apps) is undeniable where it allows people to perform several tasks through the use of smartphones, tablets or corresponding devices. Regardless of the great benefits in terms of innovation, the fast and nonstop growth of the mobile market has caused in some division of the platforms that support mobile device as an ideal platform for language learning applications for dominant languages such as English, Spanish and French in a fun and interactive devices. However, studies have yet to be conducted on the use of mobile technology in learning Kadazandusun language. Indeed, no empirical evidence of user acceptance on mobile apps as an effective medium to learn Kadazandusun language and demand a new study on how mobile technology such as mobile apps can help in preserving the language. Therefore, this conceptual paper discusses the user acceptance of the potentiality of mobile apps as an effective medium to learn Kadazandusun language, guided by the Technology Acceptance Model (TAM). It is proposed that the users’ acceptance of using mobile apps in learning Kadazandusun language is influenced with their perceived usefulness of the mobile apps and their perceived ease of mobile apps use, which in turn influence their attitude towards mobile app usage and behavioral intention to use. Additional variables to the model includes content richness, user satisfaction, and perceived playfulness. Direction for future research is also presented. [ABSTRACT FROM AUTHOR]

The purpose of this study was to evaluate the mediating role of tourist satisfaction and the moderating roles of perceived playfulness and perceived flow in the relationship between tour guide interpretation and destination loyalty for tourists visiting the Kinmen battlefields in Taiwan. This study provides both theoretical and managerial contributions; an appropriate conceptual research model was developed based on a relevant literature review, and this model has relevant applications to both tourism academia and the tourism industry. By introducing playfulness and flow into our research model, we provide tourism managers at the Kinmen battlefield with insights that might help them to improve the design of their travel products and services. Our analysis confirms that tour guide interpretation has an influence on tourist satisfaction, and that tourist satisfaction in turn influences destination loyalty. Destination loyalty is also indirectly influenced by tour guide interpretation through tourist satisfaction. Key findings include correlations between tour guide interpretation and tourist satisfaction as well as tourist satisfaction and destination loyalty, which are stronger for tourists who perceive a high degree of playfulness and flow in their tourism experience. [ABSTRACT FROM PUBLISHER]

Purpose – The methodology of mobile commerce as a significant application for both enterprises and customers are becoming crucial, but few studies discuss the usage attitude toward and customer satisfaction with mobile application (app) services in the life insurance industry. The purpose of this paper is to investigate the effects of attitude toward using life insurers’ mobile app services on customer satisfaction. Design/methodology/approach – The study is based on a questionnaire survey of 538 respondents in Taiwan. The data are analyzed through ANOVA, multiple regression, and path analysis. Findings – The results indicate that all variables significantly and positively affected usage attitude. Among them, compatibility had the most significant influence. In addition, consumers’ perceived usefulness and perceived ease of use positively affected customer satisfaction. Furthermore, the path analysis result demonstrates that usage attitude is the most significant factor for customer satisfaction, and the second-most important factor is the cognition of compatibility’s indirect effect on usage attitude. Originality/value – The paper extends our understanding of the insured’s usage attitude toward and satisfaction with life insurers’ app services by integrating the technology acceptance model and innovation diffusion theory. The results have practical implications for reinforcing customer relationship management and contribute to fulfilling the need for marketing evidence in life insurance. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to explore the key factors that could influence mobile learning outcome, and further explore the moderating effect of employee resistance to change (RTC) on mobile learning Design/methodology/approach – Partial least squares analysis was utilized to examine the data. Totally, 261 employees with mobile English learning experience participated in this study. Findings – The study findings have indicated that the perceived playfulness, flexibility advantages, and self-regulated learning (SRL) could have a positive impact on mobile learning satisfaction, which in turn could lead to better mobile learning continuance intention. In addition, it has been found that RTC could moderate the relationship between perceived flexibility advantages and mobile learning satisfaction, the link between SRL and mobile learning satisfaction, as well as the connection between mobile learning satisfaction and continuance intention. Originality/value – Although a considerable amount of literature has been published on mobile and organizational learning, relatively little work has probed into the moderating role of employee RTC on mobile learning in organizations. As mobile learning has gradually been regarded as a key learning channel, in order to minimize learning barriers, and further improve learning effectiveness and efficiency in organizations, it is critical that more work should be done on the moderating role of RTC in mobile learning. [ABSTRACT FROM AUTHOR]

Businesses could sustain their market presence at traditional brick and mortar or through the Internet by facilitating and encouraging the public to pass along a marketing message known as viral marketing. Nonetheless, it should be conducted in ethical manner to disseminate credible and trusted message content among both parties. This study aims to analyse the influence of some pre-defined factors (namely, playfulness, critical mass, community driven, and peer pressure) in customer satisfaction in the context of the use of viral marketing in social media. For this purpose, 200 respondents were randomly drawn from among students at a public university in the Federal Territory of Labuan, Malaysia. A questionnaire was implemented and the results were analyzed using multiple regression analysis. Results revealed that critical mass stood out as the most the important predictor of customer satisfaction with viral marketing via SNS, followed by playfulness. Meanwhile, social network website with high level of critical mass has more influence on potential users to believe and participate in viral marketing activity. Conclusion and recommendations for future study are also discussed. [ABSTRACT FROM AUTHOR]