We Eat First with Our (Digital) Eyes: Enhancing Mental Simulation of Eating Experiences via Visual-Enabling Technologies

This research examines how consumers’ intentions to purchase food change depending on the visualisation mode (3D vs. AR) and product format (served vs. packaged). In three studies, we demonstrate that mental simulation of eating experiences (process and outcome) mediate these effects. Study 1 shows that AR visualisation of a served food improves simulation of the eating process over 3D visualisation, with a positive effect on purchase intention. Study 2 reveals that 3D visualisation improves purchase intention for packaged products (high instrumental properties) over served products (low instrumental properties) while the opposite is true for AR visualisation. In addition, interactivity and immersion mediate the effects of 3D (vs. AR) on mental simulation of the eating process for packaged products. Study 3 extends these results by showing that 3D increases purchase intention by eliciting mental simulation of the eating outcome, when the food is visible due to transparent (vs. opaque) packaging (displaying both sensory and instrumental properties), but that no such differences emerge for AR. This research highlights the importance of using different visualisation modes to promote food depending on the product format. The findings have important implications for both offline and online retailers.     

The antecedents of digital collaboration through an enhanced digital platform for destination management: A micro-DMO perspective

While the tourism sector shifts towards digital transformation, Destination Management Organisations (DMOs) often struggle to adapt to their changing technological environment. This study explores the antecedents of digital collaboration and develops a framework for micro-DMOs to enhance effective destination management through digital technologies. An integrated sequential qualitative approach was adopted by conducting multi-phase interviews, in addition to designing and trialling a real-world trial digital platform. The research provides empirical evidence that digital collaboration is essential for micro-DMOs, necessitating them to transform their current “websites” into digital platforms which act as a hub for business stakeholders to actively be involved in. Antecedents of successful digital collaboration include mutuality, trust, control, and leadership which may be manifested differently from non-digital collaboration. Additionally, the study identifies three aspects for digital collaboration; marketing, networking and knowledge sharing that demands specific attention. Our results have theoretical, methodological, and practical implications for academia, industry and policymakers.     

Website quality and users' intention to use digital libraries: Examining users’ attitudes,online co-creation experiences,and eWOM

This research aims to examine how the website quality affects the intention of digital library users to use the website by considering factors of user's attitudes, online co-creation experiences, and electronic word-of-mouth. The statistical population of the research is composed of the users of Astan Qods Razavi digital library, which is one of the oldest digital libraries in Iran. Data was collected from 402 participants who use the library and analyzed in SPSS and PLS softwares. Construct validity was assessed and confirmed using convergent validity and divergent validity. Data reliability was assessed and confirmed using Cronbach's alpha and composite reliability. The research confirms that website quality affects the attitudes of users towards the website and their intention to participate in online co-creation and eWOM. The effects of user's attitudes to the online co-creation experience, eWOM, and intention to use the library, as well as the effects of the online co-creation experience and eWOM on the intention to use the digital library were also confirmed. Considering the results of the research, it is recommended to digital libraries to provide an efficient user-friendly website designed to increase user participation and establish close contact with them and in this way increase their intention to use digital library services.     

Assessing customer passion,commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety

Consumers develop a passion for the use of innovations, which is a critical determinant of their success. Research has largely examined drivers of initial acceptance of digital assistants (DAs) and has yet to fully understand the factors driving or deterring consumers’ passion towards DAs and the behavioural outcomes. Drawing on the stimulus-organism-response framework, this study examines a unique set of factors (usefulness, ease of use, privacy concern, and localisation) that act as stimuli to drive an organismic state of passion for DAs, and how this produces behavioural responses of word-of-mouth (WOM) intention and commitment to DA use. The study also examines how technology anxiety moderates passion’s impact on WOM intentions and commitment. The findings show that usefulness, ease of use, privacy concern, and localisation are significant explanatory variables of consumers’ passion towards DAs. Furthermore, passion towards DAs results in WOM intentions and commitment to its use. The findings further show that passion’s effect on DAs in explaining WOM intentions and commitment is weakened by technology anxiety. Lastly, passion is the mediating mechanism through which usefulness, ease of use, privacy concern, and localisation impact WOM intentions and commitment. The implications of these findings for theory and practice are highlighted.     

Digital marketing communication in global marketplaces: A review of extant research,future directions,and potential approaches

Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000–2021 in these dyads along four major components: goals; channels, media, and platforms; content; and responses. We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches to address these research questions under three major components: substantive issues, data, and methods. These approaches can offer the insights that managers need to better formulate digital marketing strategies in local and global contexts.     

RCV框架下高校科技成果转化瓶颈分析

长期以来，科技成果转化被认为是高校科技创新的“最后一公里”问题。基于RCV框架分析发现，现有体制下的高校科技成果转化在3个维度上都存在难以逾越的鸿沟，指出虽然以往高校科技成果转化激励政策众多，但基本呈“头重脚重中间轻”，即高校前沿技术研发（头部）与技术最终商业化（脚部）之间存在一大段政策空白。要解决这一问题，必须通过政策设计重点解决高校科技研发到成果最终商业化的“接力”与“协同”问题。因此，在高校内部，可对评价机制和职务科技成果所有制进行改革探索。一方面设置开发研究高级职称，另一方面赋予科研团队应有的职务科技成果知识产权，以充分激发高校科研团队进行成果转化的内生动力；在高校外部，可通过结合市场实际情况培育一批致力于中试的企业或机构，对高校非成熟前沿技术进行接力研发，进而有效解决产业链与技术链协同问题。     

Drivers and barriers to cross-border e-commerce: Evidence from Spanish individual behavior

This paper explores the determinants of the individual's decision to perform cross-border e-commerce (CBeC). The European Union (EU) is especially interested in the promotion of CBeC because it is an important tool in its strategy to achieve the Digital Single Market in Europe. In this paper official data is used from a representative survey of 16,209 individuals on ICT usage by households and individuals that was carried out in Spain by the National Institute of Statistics (INE) for the year 2016. Using a standard neoclassical utility maximization framework, and logistic regression techniques, the results show that being a male is positively related to the probability of practicing CBeC. Education is positively and significantly related to the probability of being involved in CBeC with EU countries. Computer and Internet Skills are significant and positive factors in explaining CBeC (either with EU countries or with the rest of the world). The variable “how often the consumer sees other customer reviews before buying online”, has a positive effect. Foreign nationality also increases the likelihood of using CBeC. To promote CBeC in Spain measures towards developing digital skills, Internet trust and use of online information reviews of goods and services are discussed.     

Does computer penetration increase farmers’ income? An empirical study from China

The diffusion and adoption of modern information technology provide new chance for China to close urban-rural income gap. This paper uses China's provincial panel data from 2002 to 2013 to investigate the effect of computer penetration on rural residents' income. A public program aiming to connect every village with broadband Internet and other rural facilities provides plausibly exogenous variation in rural residents' availability and adoption of the broadband Internet, which is used to explore the instrument variable for rural computer penetration. The results show that rural computer penetration tends to increase rural residents' income over time, but the average effect remains limited. The dynamic panel threshold effects model, which allows for both the threshold variable and other covariates to be endogenous, is further used to explore the constraints of the income-increase effect of rural computer penetration. It shows that the effect is at least doubled over the average effect estimated from instrument variables method, once the digital divide causes are removed. Our findings have important implications for the government to increase rural residents' income and reduce urban-rural income gap by encouraging rural computer usage and removing the digital divide.     

动态能力视阈下我国汽车制造企业智能化转型升级路径研究

基于3家实施智能化转型升级的国内汽车制造企业，进行了跨案例研究，构建了我国汽车制造企业智能化转型升级的理论模型。该理论模型表明，我国汽车制造企业智能化转型升级可以分为自动化、信息化以及智能化3个阶段。企业基于动态能力不断调整其在不同阶段所拥有的核心能力，在自动化阶段，主要是通过实施以提高制造能力为核心的战略实现转型升级；在信息化阶段，主要是通过实施以标准化、信息化集成为核心的战略实现转型升级；在智能化阶段，主要是通过实施以企业柔性化建设为核心的战略实现转型升级。     

全球价值链中代工企业转型盲区、知识搜寻与升级机制研究

从知识搜寻机制角度探讨了代工企业转型困境与能力刚性的认知根源。知识搜寻是代工企业重构自身知识结构的重要机制，然而代工企业在构建知识生成机制时面临来自全球价值链核心企业的抑制与知识搜寻内生冲突的双重锁定，形成了不对称的知识搜寻与能力生成结构，导致代工企业“转型盲区”与生存困境。为此，从知识搜寻方法、组织结构、激励机制与支持机制等维度，构建了企业平衡其内生矛盾和外部制约的知识搜寻与积累机制，以消除代工企业的“转型盲区”，推动代工企业的知识积累、重构与持续转型升级。