A Study on the Millennials Usage Behavior of Social Network Services: Effects of Motivation, Density, and Centrality on Continuous Intention to Use

Social network influence based on SHIR and SLPR propagation models

The rapid progress of science and technology has revolutionized the dissemination of information, with the Internet playing a crucial role. While it has enhanced the ease of sharing information, it has also hastened the transmission of emotions on social media, sometimes resulting in unintended negative outcomes. This research seeks to tackle this issue by suggesting an innovative technique for analyzing social network influence using the Susceptible Hesitant Infected Removed (SHIR) and Susceptible Latent Propagative Removal (SLPR) propagation models. Through the development of an emotional communication model, we take into account the effects of news and public opinion on the rate of emotional communication among individuals. Furthermore, we investigate the impact of various network structures on user behavior. The findings from experiments demonstrate a notable relationship between changes in the density of emotion spreaders and hesitants and the influence of nodes in different network configurations. Specifically, the analysis reveals that the peaks of hesitators and disseminators were lower when the node influence was reduced. Additionally, we verified the precision and dependability of our model by examining data from the Baidu Index, a tool for big data analysis. The margin of error between the model and the actual data was minimal, underscoring the efficacy of our approach. In essence, the study highlights a direct correlation between the speed and extent of emotional propagation in social networks and the degree of nodes. The results showed that the density changes of emotion spreaders and hesitants were significantly correlated with the influence of nodes in different network settings. In the case of node influence of 0.86, the highest peaks of hesitator H and disseminator I were 0.101 and 0.109 lower than those of influence of 1.25. The data analysis of the Baidu Index showed that the maximum peak error of the model was only 0.04, which verified the accuracy and reliability of the model. This investigation carries significant implications for efficiently managing and steering the dissemination of emotions on social media, thereby promoting a healthier online environment.

A study on how to improve users' perceived playfulness in and continuance intention with VR technology to paint in virtual natural landscapes

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.

Fight or Flight? Curvilinear Relations between Previous Cyberbullying Victimization Experiences and Continuous Use of Social Media: Social Media Rumination and Distress as Chain Mediators

Recently, the number of active users of social media platforms is declining, posing a challenge to the sustainability of interest in social media and related industries. Therefore, it is of great significance to examine the environmental and psychological factors that influence the continuous use of social media. Until recently, little research has examined this topic from the perspective of the relationship between previous cyberbullying victimization experiences (PCVE) and the continuous use of social media (CUOSM), not to mention the psychological mechanisms that lead to this relationship. In addition, there are paradoxes in existing studies: one side believes that PCVE causes users to become addicted to using social media, while the other side argues that PCVE drives users to escape from using social media. In order to respond to this controversy and clarify the relationship between PCVE and CUOSM, this study introduces two psychological variables, namely “social media rumination (SMR)” and “distress”, in order to construct a chain mediation model. Researchers surveyed 692 people who had experienced social media cyberbullying, and analyzed the data through SPSS and Mplus. The findings were as follows: 1. There is an inverted U-shaped curve relationship between PCVE and CUOSM. Specifically, the relationship initially exhibits a positive correlation (the period named fight), which then becomes negative (the period named flight). 2. When PCVE and CUOSM are positively correlated, SMR is the main factor that contributes to an increase in CUOSM. 3. When PCVE and CUOSM are negatively correlated, distress is the major factor that causes a decline in CUOSM. This study provides an explanation for the controversy in previous research, expands the scope of social media research, and provides a practical reference for social media platforms to enhance their existing users’ continuous use.

The Kids Are Alright: a New Generation of Educators

Generational theory states that as a result of experiencing the same life-altering, world-wide events at key developmental ages, individuals of a given generation share unique perspectives, values, and traits compared to other generations as reported by Johnson and Romanello (Nurse Educ. 30(5):212-216, 2005) and Howe and Strauss 2000. Thus, while individual variation still exists, generational theory can be used as a tool to predict individual behavior and capitalize on shared traits in the workplace or educational setting. The millennial generation, born between 1981 and 1996, has previously been negatively perceived; however, application of generational theory can allow for a reshaping of public perception. For example, there now exists ample research, both within and outside of medical education, on how to take advantage of typical traits of the millennial student to maximize their learning, such as Twenge (Med Educ. 43(5):398-405, 2009), Eckleberry-Hunt and Tucciarone (J Grad Med Educ. 3(4):458-461, 2011), and Nicholas (Int J Learn Annu Rev. 15(6):27-34, 2008). As the cohort ages, the focus has shifted to helping millennials reach their full potential as employees. However, due to intensive and lengthy training required, medicine is only now seeing the first cohort of millennials entering the workforce as faculty physicians. As such, academic medicine is seeing millennials move from the learner role into that of the teacher. Thus far, the influence of the shared generational characteristics on their success and challenges as clinician educators and educational leaders is novel and has not been explored in the literature. By overlaying generational theory on Srinivasan et al.'s (Acad Med. 86(10):1211-1220, 2011) proposed six competencies for medical educators, we predict the strengths and challenges of millennial medical educators and hypothesize on the impact this generation may have on academic medicine.

Consumer Attitudes as Part of Lifestyle in the COVID-19 Emergency

The pandemic brought significant changes to the functioning of society. This article examines the opinion of consumers in south-eastern Poland on lifestyle elements such as shopping preferences, physical activity, holiday preferences and others, against the background of the COVID-19 situation. The aim of this study was to identify the relationship between selected components included in the lifestyle of society in the context of the COVID-19 emergency situation. The research was conducted from 9 November 2020 to 17 January 2021. In order to identify the respondents’ attitudes and their perception of the issues discussed in this study, a questionnaire was created containing a number of theses formulations assessed by the respondents in terms of compliance with their beliefs. The evaluation was carried out using a seven-point bipolar Likert scale with a neutral value. The study was not probabilistic, therefore the inference applies only to the studied group. A total of 737 questionnaires meeting the research assumptions were collected. The form was used to identify ecological attitudes, shopping behavior, food preferences, physical activity and tourist preferences in the COVID-19 situation in which the research was conducted. Also identified were holiday destinations in 2019 and 2020, preferred diet type, and socio-demographic background: sex, age, place of residence and approximate per capita income. The research revealed that the purchasing behavior of the respondents was a predictor of their physical activity and tourist preferences. Studies have also shown that the food preferences of the respondents are an important part of their balanced lifestyle and depend on the sex of the person. The respondents preferred an active lifestyle as a form of pro-health activity when living in the situation of COVID-19. During the COVID-19 pandemic, respondents’ interest in domestic tourism also increased.

The Students' Flow Experience With the Continuous Intention of Using Online English Platforms

Built on the integrated theoretical framework of antecedents of flow and expectation confirmation model (ECM), this research investigates the way flow experience drives the online students' intention to engage in online English teaching platforms. This study focused on the online students engaged in online English learning platforms in Taiwan. A total of 500 online students were selected. An online survey was conducted with the help of a marketing research agency located in Taiwan. According to the results, the online students' flow experience was found to be in a significant relationship with continuous intention. The antecedents, including perceived enjoyment, challenge, and situational involvement, were found to be in a positive relationship with flow experience; however, confirmation and perceived vividness did not have significant effects on the flow. Furthermore, flow and confirmation were found to be in a significant relationship with perceived usefulness and satisfaction. Moreover, perceived usefulness was found to be in a significant relationship with satisfaction and continuous intention. Lastly, satisfaction was found to be in a significant relationship with continuous intention. Finally, the questions proposed in this research with their empirical findings offer profound understanding for establishing a well-devised online English learning platform that can motivate online learning. These results and managerial implications for online English language platforms are innovative and significant in practice.

The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry

Instagram is used as an effective and visual marketing channel for building brand equity in the minds of consumers. Therefore, this study aims to classify Instagram marketing activities and analyze the associated effects on customer-based brand equity (brand awareness, brand image, perceived quality, brand love, and Instagram re-usage intention) formation through Instagram marketing activities. To this end, data were collected from 358 coffee consumers who had visited any of the five coffee brand Instagram accounts used in this study and analyzed using SPSS and AMOS. The results showed that four sub-dimensions (interaction, entertainment, customization, and trendiness) of Instagram marketing activities affect brand equity (brand awareness, brand image, and perceived quality), which in turn led to attitudinal loyalty (brand love) and behavioral loyalty (Instagram re-usage intention) towards the brand. This research comprehensively illustrates the influences of Instagram marketing activities on customer-based brand equity. The findings of this study will enable coffee brands to more accurately forecast the future purchasing behaviors of their customers through Instagram marketing activities and provide a guide to managing brand equity as well.

Toward a Unified Theory of Customer Continuance Model for Financial Technology Chatbots

With the popularity of financial technology (fintech) chatbots equipped with artificial intelligence, understanding the user's response mechanism can help bankers formulate precise marketing strategies, which is a crucial issue in the social science field. Nevertheless, the user's response mechanism towards financial technology chatbots has been relatively under-investigated. To fill these literature gaps, latent growth curve modeling was adopted by the present research to survey Taiwanese users of fintech chatbots. The present study proposed a customer continuance model to predict continuance intention for fintech chatbots and that cognitive and emotional dimensions positively influence the growth in a user's attitude toward fintech chatbots, which in turn, positively influences continuance intention over time. In total, 401 customers of fintech chatbots were surveyed through three time points to examine the relationship between these variables over six months. The results support the theoretical model of this research and can advance the literature of fintech chatbots and the information technology adoption model.

The Role of Eco-Apps in Encouraging Pro-Environmental Behavior of Young People Studying in Poland

Nowadays, protection of the natural environment is the fundamental duty and challenge of humanity. Adverse environmental changes make it necessary to encourage behaviors that will reduce our negative impact. Due to the development of media, information reaches consumers through various channels. New media, including mobile applications, are becoming increasingly popular. Their potential impact on young consumers cannot be overestimated as young people are able to modify their attitudes, behaviors and habits more easily than older ones. The main aim of this study was to recognize the use of eco-applications as a new source of information in the field of pro-environmental behavior of young people studying in Poland. The research objectives included the identification of pro-environmental behaviors most often declared by students, verifying their recognition and use of eco-applications, and determining the features of eco-app design expected by young users. The study involved the methods of desk research, in-depth interview and computer-assisted web interviewing (CAWI). The empirical material obtained from 772 students representing Generation Z underwent quantitative and qualitative analysis, which allowed for the verification the proposed hypotheses. The respondents most often declared pro-environmental behavior in the household context. As regards eco-apps, the respondents were most likely to recognize applications promoted via traditional media. The main feature expected of eco-app design was ease of use, which does not mean that users expected the app to be in Polish, as this criterion was relatively low rated. The Mann-Whitney test and the Kruskal-Wallis test revealed relationships between such variables as gender, place of residence or income and pro-environmental behavior, the use of selected eco-apps and the expected features of eco-app design.

Research Jungle on Online Consumer Behaviour in the Context of Web 2.0: Traceability, Frontiers and Perspectives in the Post-Pandemic Era

In recent years, the study of online consumption behavior has gradually formed its research system and analysis model based on the inheritance of traditional research paradigms, focusing on the inner mechanism of consumption models explained by consumption activities. Online consumption is based on the research scenario of social e-commerce and forms a broad research network through the extension of consumer objects, consumer psychology, and consumer concepts. Although the theoretical constructs of online consumer behavior continue to improve, the relevant studies still do not fully grasp the research frontiers due to the lagging research nature. In the context of Web 2.0, it is impossible to run through the latest developments in online consumption research. Moreover, the study of online consumer behavior has shown a trend of diversification and multiple schools of thought, and a research jungle has emerged, which in essence is the perfection and new height of the study of consumerism. This paper analyses the origins, frontiers, and prospects of online consumer behavior research to clarify the formation principles, development paths, and future directions of the online consumer behavior research jungle. Ultimately based on the economic changes in the post-pandemic context, this paper integrates and proposes an evolving mechanism for studying online consumption behavior, intending to achieve a peek into and reveal the jungle of online consumption research.