In recent years, online shopping platforms have displayed more sustainable products to attract consumer attention. Understanding the effect of age on online shopping patterns can provide a broader understanding of the critical role of consumer attention. Physiological measures can explain consumers’ responses to features of online shopping websites and help these companies understand the decision-making process of consumers by using neuroscience-integrated tools. When consumers browse and shop on a platform, their eyes constantly move, effectively scanning the area of interest to capture information. This study attempts to evaluate the impact of consumer age on psychological and physiological responses to online shopping platforms by using eye tracking, EEG recordings, and FaceReader software. Eye tracker data on the average duration and number of fixations and saccades indicated that the older group had fewer eye movements than the younger group. The temporal and frontal cortices of the younger and older groups showed differences in EEG activity. The research also analyzed the faces of younger and older adults using FaceReader software; the main differences occured in the happy, surprised, and neutral expressions observed. This study enhances our understanding of the psychology and behavior of younger and older people in neuromarketing research, combining noninvasive physiological and neuroscience methods to present psychological data.

The main purpose of this study is to examine how use and gratification and social presence might influence the purchase intention of the products presented in the short videos, mediated by perceived value, attitude, and digital dependency. The research model was constructed using structural equation modeling (SEM) and was tested by using the LISREL technique. Some significant findings of our empirical study include the following: First, use and gratification and social presence significantly enhance consumers’ perceived value, which subsequently positively influences their attitude towards short video content. Second, perceived value and attitude towards short videos have positive effects on digital dependency, which consequently enhances purchase intention. Third, digital dependency mediates the relationship between perceived value and purchase intention, as well as between attitude and purchase intention. We concluded that the AI system algorithm increases the likelihood of users encountering videos aligned with their preferences, thereby fostering a greater digital dependency. Businesses utilizing short video marketing must enhance content quality, focusing on user engagement and social presence, to effectively attract both new and returning viewers. When users possess a strong understanding of value and attitude, algorithms can cultivate a digital dependence on video content, subsequently influencing their purchase behavior.

This study employs use and gratification and social presence as antecedent variables to investigate their impacts on the purchase intention of the products presented in the short video. The research model was tested using structural equation modeling (SEM). Some significant findings of our empirical study include: (1) Use & Gratification and social presence significantly enhance consumers' perceived value, which subsequently positively influences their attitude towards short video content; (2) perceived value and attitude towards short videos have positive effects on digital dependency, which in turn positively impacts purchase intention. (3) Digital dependency mediates the relationship between perceived value and purchase intention, as well as between attitude and purchase intention. We concluded that the AI system algorithm increases the likelihood of users encountering videos aligned with their preferences, thereby fostering a greater digital dependency. Businesses utilizing short video marketing must enhance content quality, focusing on user engagement and social presence, to effectively attract both new and returning viewers. When users possess a strong understanding of value and attitude, algorithms can cultivate a digital dependence on video content, subsequently influencing their purchase behavior.

Purpose: Brand activism, defined as brands' participation in social issues, has emerged as an effective marketing tool for enhancing consumer brand engagement and purchase intention. However, its effectiveness for stigmatized brands remains unexamined. Specifically, this study explores whether brand activism has a stronger influence on stigmatized brands than on non-stigmatized brands by examining the halo effects of prior brand attitude and prior social issue attitude. Design/methodology/approach: The hypothesized effects were tested using structural equation modeling (SEM) and multi-group analysis. The empirical study was conducted on two leading Chinese e-commerce platforms, Pinduoduo and JD.com, representing stigmatized and non-stigmatized brands, respectively. A total of 405 valid responses were obtained for Pinduoduo and 408 for JD.com. Findings: Results indicate that brand activism is more effective for stigmatized brands, which depend more on cognitive brand engagement and direct activism effects to drive purchase intention. In contrast, non-stigmatized brands rely more on behavioral brand engagement. Additionally, a spillover effect of social issues on brand activism is found only in stigmatized brands, where attitudes toward social issues have a greater impact on brand activism than prior brand attitudes. Originality/value: This study extends the concept of brand activism to the context of stigmatized brands, examining the effectiveness of their participation in social issues. It also contributes to consumer engagement research by demonstrating how cognitive and behavioral engagement strengthen the relationship between brand activism and purchase intention across stigmatized and non-stigmatized brands respectively.

This study investigates the determinants of employees’ intention to stay in Thailand’s technology industry under remote work arrangements, using the technology–organisation–environment (TOE) framework as a contextual organising framework and drawing on social exchange and job demands–resources reasoning to explain employee-level attitudinal responses. Drawing on survey data from 650 professionals, the study tests a model linking technological, organisational, and environmental conditions to intention to stay through organisational commitment and job satisfaction. The results indicate that favourable technological characteristics, organisational support, communication processes, and government regulatory support strengthen organisational commitment, whereas technological complexity and home environment interference weaken it. Organisational commitment positively influences job satisfaction, which in turn enhances intention to stay. Additional robustness analyses comparing competing structural specifications indicate that the proposed indirect pathway is substantively stable, although a direct organisational commitment–intention-to-stay relationship cannot be ruled out. The study therefore positions TOE as a contextual taxonomy whose employee-level effects operate primarily through attitudinal mechanisms rather than claiming that TOE alone constitutes an individual-level behavioural theory.