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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.

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.

This study examines the relationship between technical readiness (TR) and the Unified Theory of Acceptance and Use of Technology (UTAUT) within the framework of Over-the-Top (OTT) media services, particularly Netflix. The study employs the UTAUT model and integrates the TR model's external factors of "optimism," "innovativeness," "inadaptability," and "insecurity" to examine their moderating influences on customer utilisation of Netflix. In 2024, 475 questionnaires were disseminated in this study, of which 453 were considered valid. The study revealed that customer trust in relationships significantly influences user involvement in 'Performance Expectancy' (PE), 'Effort Expectancy' (EE), 'Social Influence' (SI), and 'Facilitating Conditions' (FC). Furthermore, consumers' intention to interact with Netflix's 'Performance Expectancy' (PE), 'Effort Expectancy' (EE), and 'Social Influence' (SI) considerably and positively affects their behaviour. The research employed hierarchical regression analysis to assess the impact of customer willingness to "Intention to Use" on the UTAUT regarding Netflix consumption. The findings indicate that the Trustworthiness Rating of consumers substantially affects the UTAUT dimensions of Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions. Moreover, consumers' inclination to use Netflix is positively influenced by the constructs of Performance Expectancy, Effort Expectancy, and Social Influence. The results demonstrate that consumers' Trustworthiness Rating substantially influences the UTAUT aspects of Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions. Moreover, the constructs of performance expectancy, effort expectancy, and social influence positively affect customers' inclination to utilise Netflix. The results of this study may inform strategic approaches to improve user engagement and satisfaction in the competitive OTT market.

This study examines the factors influencing continuance usage intentions in Vietnam’s online food delivery (OFD) market, using the Unified Theory of Acceptance and Use of Technology (UTAUT) with health consciousness as a moderator. The research identifies that performance expectancy, social influence, and facilitating conditions are significant determinants of continuance usage intentions, whereas effort expectancy shows a minor role. The analysis highlights health consciousness’s critical role in moderating the effects of PE and SI on usage intentions, revealing that a higher level of health awareness leads to more stringent evaluations of OFD services. These insights suggest that OFD service adoption in Vietnam is greatly influenced by how well services align with health-centric consumer preferences. The findings advocate for OFD platforms to adapt their strategies to meet the health-oriented demands of the market, emphasizing quality and transparency. This research contributes to understanding technology acceptance by highlighting the complex relationship between traditional service evaluation metrics and individual health values in influencing consumer behavior in a rapidly digitizing economy.

The purpose of this study is to analyze whether there are differences in the impact of corporate social responsibility on its financial performance and stock performance in different industries. The research period is from 2016 to 2018. The samples are selected from the corporate social responsibility award-winning companies selected by Commonwealth Magazine and Vision Magazine, and the financial information comes from Taiwan Economic News (TEJ). The empirical results show that traditional heavy industries have been established for a long time and the equipment is relatively old, so it needs to pay a relatively high cost to improve. Therefore, in this type of industry, corporate social responsibility has a negative impact on its financial impact, and even if it is a reputation It has won the evaluation of the public, but its stock characteristics are not easy to fluctuate, so the impact on its stock performance is not significant. On the contrary, in the other two industries, corporate social responsibility will not burden its financial performance, but will positively help its stock performance. Among them, in the electronics industry, corporate social responsibility will positively help its financial performance. It may be that this type of industry has a relatively high bargaining power for products and relatively advanced technology, so it can transfer the cost of corporate responsibility invested to the selling price of the product.

This study examines the relationship between technical readiness (TR) and the Unified Theory of Acceptance and Use of Technology (UTAUT) within the framework of Over-the-Top (OTT) media services, particularly Netflix. The study employs the UTAUT model and integrates the TR model's external factors of "optimism," "innovativeness," "inadaptability," and "insecurity" to examine their moderating influences on customer utilisation of Netflix. In 2024, 475 questionnaires were disseminated in this study, of which 453 were considered valid. The study revealed that customer trust in relationships significantly influences user involvement in 'Performance Expectancy' (PE), 'Effort Expectancy' (EE), 'Social Influence' (SI), and 'Facilitating Conditions' (FC). Furthermore, consumers' intention to interact with Netflix's 'Performance Expectancy' (PE), 'Effort Expectancy' (EE), and 'Social Influence' (SI) considerably and positively affects their behaviour. The research employed hierarchical regression analysis to assess the impact of customer willingness to "Intention to Use" on the UTAUT regarding Netflix consumption. The findings indicate that the Trustworthiness Rating of consumers substantially affects the UTAUT dimensions of Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions. Moreover, consumers' inclination to use Netflix is positively influenced by the constructs of Performance Expectancy, Effort Expectancy, and Social Influence. The results demonstrate that consumers' Trustworthiness Rating substantially influences the UTAUT aspects of Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions. Moreover, the constructs of performance expectancy, effort expectancy, and social influence positively affect customers' inclination to utilise Netflix. The results of this study may inform strategic approaches to improve user engagement and satisfaction in the competitive OTT market.

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.

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.

This study examines the factors influencing continuance usage intentions in Vietnam’s online food delivery (OFD) market, using the Unified Theory of Acceptance and Use of Technology (UTAUT) with health consciousness as a moderator. The research identifies that performance expectancy, social influence, and facilitating conditions are significant determinants of continuance usage intentions, whereas effort expectancy shows a minor role. The analysis highlights health consciousness’s critical role in moderating the effects of PE and SI on usage intentions, revealing that a higher level of health awareness leads to more stringent evaluations of OFD services. These insights suggest that OFD service adoption in Vietnam is greatly influenced by how well services align with health-centric consumer preferences. The findings advocate for OFD platforms to adapt their strategies to meet the health-oriented demands of the market, emphasizing quality and transparency. This research contributes to understanding technology acceptance by highlighting the complex relationship between traditional service evaluation metrics and individual health values in influencing consumer behavior in a rapidly digitizing economy.

Job anxiety has long been seen as a major factor affecting employees' job performance. The reasons and processes by which affective commitment and work engagement impact employee creativity can be studied through the lens of ego depletion theory. In this study, we surveyed employees in a theme park and applied structural equation modeling to analyze the survey data. Our observations suggested that the decline in employee creativity due to job anxiety was possibly the result of low affective commitment and work engagement, with work engagement being a key mediating factor. The development of emotional ego depletion in service industry employees after experiencing job anxiety could explain our observations. Emotional depletion not only affects employees' work attitudes and emotional expressions but also reduces their motivation for creativity.