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In this study, we developed a tribal learning model based on indigenous knowledge to expand Taiwan's indigenous higher education system. The model adopts a culturally responsive teaching strategy that conforms to the cultural background and satisfies the learning needs of indigenous learners. The instructional design of the model is based on the outcomes of a literature review and comprises five stages: preparation, communication, execution, reflection, and feedback. The proposed model allows educators to develop culturally appropriate teaching plans that include indigenous knowledge. Applying the model allows educators to hone their self-study skills while improving the learning effectiveness of their learners.

Against the backdrop of rapid advancements in generative artificial intelligence (GenAI), ChatGPT has emerged as a representative application, drawing significant research interest in user behavior patterns. This study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) Model to investigate the key factors influencing the adoption of ChatGPT among users in Taiwan. Using a cross-sectional survey approach, we recruited a sample of 454 Taiwanese ChatGPT users through social media and online forums. The study analyzed the impact of four key constructs—performance expectancy, effort expectancy, social influence, and facilitating conditions—on behavioral intention and actual usage behavior. The results indicated that performance expectancy and effort expectancy play pivotal roles in shaping behavioral intention, while facilitating conditions significantly affect actual usage behavior. Furthermore, cultural background exerts a critical moderating effect on the influence of social factors. These findings highlight the unique characteristics of user behavior in Taiwan, provide practical insights for optimizing the design and promotion of GenAI tools, and offer valuable implications for technology adoption policies.

Hand-shaken beverages represent a unique business model in Taiwan. This study explores the impact of four dimensions of brand equity on consumers' word-of-mouth and purchase intention regarding hand-shaken beverages. A survey was conducted among hand-shaken beverage consumers. A total of 352 valid questionnaires were recovered, and the data were analyzed using structural equation modeling. The results showed that consumers' perceptions of brand awareness, quality, and brand association affected word-of-mouth. These dimensions had an indirect impact on purchase intention through word-of-mouth, suggesting that when consumers develop an attachment to a brand, they engage in positive behaviors concerning the brand. However, due to the high homogeneity and lack of distinctiveness of Taiwanese hand-shaken beverage products, they fail to attract consumer loyalty.

This article investigates the impact of social influence on online food delivery (OFD) purchase behavior in Vietnam, specifically examining the moderating role of trust and physical obstacles during the COVID-19 pandemic. A total of 378 respondents participated in the research, and the findings highlight the significance of social networks and interpersonal relationships in the OFD market. Regarding the role of trust as a moderator, the findings highlighting the importance of building trustworthiness and credibility in the OFD industry. The findings suggest that physical obstacles, such as the closure of non-essential stores and social distancing measures, weaken the influence of social factors on consumers' behavior. These changes in individuals' lifestyles have introduced physical barriers to traditional dining experiences, consequently increasing reliance on online food delivery (OFD) services. Overall, this study contributes to the existing literature on consumer behavior and provides insights for industry practitioners and policymakers to develop effective marketing and communication strategies and support mechanisms to facilitate the growth and sustainability of the online food delivery industry in Vietnam.

Impulse purchases play a vital role in the sales revenue of shopping malls. This study utilized the Stimulus-Organism-Response framework to explore how shopping mall atmosphere stimulates consumer emotions, thereby impacting impulse purchase behavior. Structural equation modeling was employed for data analysis. The findings revealed that both positive and negative emotions can act as mediators in the process of forming impulse purchase behavior, albeit with distinct and sometimes antagonistic effects. This phenomenon is attributed to the differential impact of the service atmosphere on stimulating consumer emotions. Additionally, the study identified that only positive emotions can serve as mediators between spatial atmosphere and impulse purchases. In essence, stimuli in the shopping environment can influence consumer emotional responses, thereby prompting impulse purchase behavior.

With the increasing awareness of health and the widespread adoption of social media advertising, health food advertising has become an important source of information influencing consumer decision-making. However, existing studies have primarily focused on the effects of attitudes or behaviors, with limited attention to the underlying psychological mechanisms. Therefore, this study applies optimal arousal theory to examine how expertise and trustworthiness in health food advertising influence consumers’ purchase intention through perceived information relevance. The findings indicate that both expertise and trustworthiness positively affect perceived information relevance, which in turn significantly enhances purchase intention. These results suggest that individuals tend to pursue an optimal level of stimulation, and when advertising information evokes an appropriate level of psychological arousal and aligns with personal needs, it is more likely to facilitate positive behavioral responses. In addition to confirming the importance of perceived information relevance, this study extends optimal arousal theory from the level of sensory stimulation to the cognitive level, thereby advancing the development of optimal arousal theory research.

This study aims to examine the effects of utilitarian and hedonic browsing on impulse buying tendency and the urge to buy impulsively in online shopping contexts. It further evaluates the mediating role of impulse buying tendency in this relationship. Drawing on Uses and Gratifications (U&G) theory and the Stimulus-Organism-Response (S-O-R) framework, a conceptual model is developed. A questionnaire survey was conducted, and 393 valid responses from online consumers were collected. Structural Equation Modeling (SEM) was employed to analyze the data and test the proposed hypotheses. The findings demonstrate that (i) hedonic browsing has a significant positive effect on impulse buying tendency, which subsequently increases the urge to buy impulsively; (ii) utilitarian browsing has a significant negative effect on impulse buying tendency and does not directly influence impulse buying urges; and (iii) impulse buying tendency plays a critical mediating role in transforming browsing motivations into immediate purchase impulses. These results suggest that impulse buying is not purely an immediate reaction but is shaped through underlying psychological tendencies. This study contributes to consumer behavior literature by extending the application of U&G theory in digital commerce contexts and provides practical implications for online platform design and marketing strategies.

This paper aims to examine the effects of leisure crafting on leisure satisfaction from a self-determination theory perspective. In this paper, it is also aimed to evaluate the mediating role of leisure benefits and the moderating role of work–leisure conflict within an integrated theoretical framework. We employed a quantitative analytical approach using structural equation modeling to test the proposed hypotheses and assess both direct and indirect relationships among the variables. A dataset of 325 hospitality industry newcomers in northern Taiwan was collected through a structured questionnaire and analyzed to examine the relationships among leisure crafting, leisure benefits, leisure satisfaction, and work–leisure conflict. Main findings of the study demonstrate that (i) leisure crafting has a significant positive effect on leisure benefits, indicating that proactive adjustment of leisure activities enhances psychological and social gains; (ii) leisure benefits significantly mediate the relationship between leisure crafting and leisure satisfaction, suggesting that psychological need satisfaction functions as a key explanatory mechanism; and finally (iii) work–leisure conflict negatively moderates the relationship between leisure crafting and leisure benefits, such that higher levels of conflict weaken the positive influence of leisure crafting on perceived benefits. Overall, the results extend the application of self-determination theory to the leisure domain and provide empirical evidence for the motivational mechanisms underlying leisure satisfaction in high work-demand contexts.

The widespread adoption of streaming services and social media has enhanced online spectators’ interactivity and immersion, yet it may also weaken fans’ willingness to attend games in person. Drawing on event system theory, this study examines how social media marketing activities and team identification influence intention to attend professional basketball games, with social presence serving as a mediating mechanism. Survey data were collected from 564 fans who had never attended a professional basketball game, and the proposed model was tested using structural equation modeling. The results show that social media marketing activities influence attendance intention only indirectly through social presence. In contrast, team identification not only directly predicts attendance intention but also exerts an indirect effect via social presence. Overall, the findings underscore social presence as a pivotal mechanism that converts online stimuli into intentions to attend live events and provide practical guidance for teams’ social community management and fan relationship strategies.

Green bonds are typically used for environmental protection projects. This paper explores the differences between general bonds and green bonds in Taiwan, as well as the impact of inflation. The findings are as follows: First, because green bonds support environmentally sustainable development projects, which require a longer time to realize their environmental benefits, they require longer repayment periods. Second, most green bonds have lower coupon rates than general bonds, indicating that investors are willing to accept lower interest income for the sake of environmental sustainability. Third, because green bonds invest in environmental protection projects with lower returns, investors also demand higher risk premiums due to relatively higher recovery risks. Finally, after inflation occurs, the increase in green bond coupon rates is less than that of general bonds. Inflation may have different effects on the dividend yields of individual companies, but there is no significant difference for the overall industry.