This study investigated the effect of perceived technology quality and personalization quality on behavioral intentions, mediated by perceived empathy in using an artificial intelligence (AI) recommendation service. The study was based on a theoretical model of artificial intelligent device use acceptance. We also tested the moderating effect of individuals’ need for cognition, influencing empathy. Data collection was conducted through an online survey using a nationally recognized consumer research panel service in Korea. The participants were asked to respond to their preferences and needs on sneakers; then, they randomly experienced the AI (versus human expert) recommendation service that offers a recommended product. A total of 200 data were analyzed using SPSS 21.0 for descriptive statistics, reliability analysis, and PROCESS analysis, and AMOS 21.0 for confirmatory factor analysis and structural equation modeling (SEM). Results revealed that, compared with the human (expert) recommendation service, the AI recommendation service increased perceived technology quality, which increased personalization quality. Technology and personalization quality had a positive influence on behavioral intentions, mediated by perceived empathy. In addition, when individuals had a high level of need for cognition, the effect of personalization quality on empathy was stronger. However, individuals with a low level of need for cognition perceived greater empathy, as technology quality increased. The findings of the current study improve understanding of how consumers accept AI technology-driven services in the online shopping context.

The ethics of the fast fashion industry have been called into question with the emergence of new consumption paradigms, such as anti-consumerism and sustainable consumption. This study aims to explore the conceptual structure of fast fashion avoidance beliefs that have led to the anti-consumption of fast fashion. Data were collected from female consumers aged between 20 and 39 years with experiences of purchasing fast fashion brands in Korea and Spain. The structure of avoidance beliefs was compared through second-order factor analysis, and the data were analyzed using multiple regression. The structure of avoidance beliefs showed satisfactory validity and reliability in Korea, whereas deindividuation and foreignness were not included as negative beliefs in Spain. An analysis of the association between negative beliefs and anti-consumption showed that deindividuation and foreignness had positive effects on the anti-consumption of fast fashion in Korea. In Spain, poor performance and irresponsibility had positive effects, while overly trendy style had a negative effect on the anti-consumption of fast fashion. These findings contribute to the literature on anti-fast fashion consumption as part of the ethical apparel consumption movements. We can understand global consumers’ anti-consumption of fast fashion, diagnose the current status of fast fashion in the global market, and even suggest future directions for fast fashion retailers.

Despite the immense success of China’s Double Eleven online shopping festival (OSF), research on how OSFs’ unique atmosphere relates to customer behavior has been scarce. This study investigates the influence of the OSF atmosphere on consumers’ participation behavior based on the stimulus–organism–response framework. Based on the data from 239 young Chinese consumers (in their 20 s and 30 s) and using structural equation modeling, this study explores the influence of three OSF atmosphere types—promotional, entertaining, and social interaction—on consumers’ continuous participation intention. All three types are found to influence consumers’ excitement, which strengthens their continuous participation intention. Additionally, the moderating effect of perceived time pressure is the highest for the relationship between entertaining atmosphere and excitement, followed by that between social interaction atmosphere and excitement. The greater the time pressure perceived by consumers, the stronger is the relationship between entertaining/social interaction atmosphere and excitement. This study bridges the gaps in the literature on atmosphere, consumer sentiment, and festival consumption.

This study aims to explore the effect of touch simulation on virtual reality (VR) store satisfaction mediated by VR shopping self-efficacy and VR shopping pleasure. The moderation effects of the autotelic and instrumental need for touch between touch simulation and VR store satisfaction are also explored. Participants wear a head-mounted display VR device (Oculus Go) in a controlled laboratory environment, and their VR store experience is recorded as data. All participants’ responses (n = 58) are analyzed using SPSS 20.0 for descriptive statistics, reliability analysis, exploratory factor analysis, and the Process macro model analysis. The results show that touch simulation positively influences VR store satisfaction, which is mediated by the self-efficacy and by the dual path of the self-efficacy and the pleasure. Furthermore, the relation between touch simulation and pleasure is moderated by need for touch. For individuals with a high level of autotelic need for touch, the effect of touch simulation on the pleasure is heightened. However, instrumental need for touch does not moderate the path of touch simulation on the self-efficacy.

Purpose: The synchronous interactivity in the metaverse afforded copresence, the feeling of being together with other users. Applying the flow theory, this study examines how copresence improves the subjective well-being of users through flow and escapism.Design/methodology/approach: An online self-administered survey of 212 US adults who are currently using metaverse platforms is conducted. The collected data are analyzed by SPSS 27.0 for descriptive statistics and reliability analysis. AMOS 27.0 is employed for the confirmatory factor analysis. The bootstrapping analysis via the PROCESS Macro is used to analyze the mediating and moderating effects.Findings: The results find that copresence, flow, and escapism improve the subjective well-being of metaverse users. A serial mediation analysis reveals that the influence of copresence on subjective well-being is mediated by flow and escapism. Additionally, the impact of escapism on subjective well-being is moderated by self-expansion.Originality/value: The findings contribute to the metaverse literature and the industry by highlighting the role of copresence in improving user experience and subjective well-being.