Purpose: The study's goal is to better understand how older and younger generations in Phnom Penh, Cambodia, behave when it comes to using digital payments. Investigating the choice of mobile payment application in the Phnom Penh region is another objective of this study. Here, it is also investigated how usage, economic situation, and adoption of mobile payments are related. Theoretical framework: One of the most well-known research models on consumer behavior among younger and older generations and the adoption of new technical systems emphasizes the influence of geography, socioeconomic status, and specific traits on consumer acceptance. The concept considers factors including social effects, credibility requirements, effort expectations, and performance requirements when determining the best digital payment application. Design/Methodology/Approach: The Unified Theory of Acceptance and Use of Technology (UTAUT) model and K-mean clustering for distance and economic status studies were used in this research paper to select 150 locals in Phnom Penh from the target population in order to study consumer behavioral intention to accept digital payment method and application. Findings: The result we aimed to show and analyses the Digital payment methods, payments sharing, receiving, storing evidences, that older generation started understanding the digital payment by Khmer language and accepting the digital transactions from known customers. The current generation using Sathapana application and English Language in wide ranges through the Phom Penh region. The study also trying to exhibit the purpose of the digital payment systems in and across the e-commerce activities, through the older and younger generation. Research, Practical & Social implications: The elder generation Z handled digital payments for regional transactions like banking, home tasks, loan repayment, peer lending, travel, and local marketplaces in Khmer. The subsequent generations of millennials also incorporated cross-border payments in English and Khmer. Originality/Value: Bringing up a Digital Platform shall make a positive change in economy and circulation of economy to the people and country. Unless the people trust the digital payments, they cant share their money for the business or basic operations to run the government. Thy the Digital Payment applications shall understand the behavior of the customers and share the services through the digital payment systems.

The tourism shoppers’ purchasing behaviors have critical effects to economies, but there are few of comprehensive review that integrates and synthesis the finding of literature on tourism purchasing behavior systematic from past, present and future perspective. As the international tourists consuming volume have decreased in average, the purchasing behavior has changed into online, planned characters especially under the conflict from COVID 19, this paper tries to find the way to solve this problem for the tourism retailing industries development and the market demand. The methods of this paper is to use the theory of tourist classification and duty-free products classification for research shoppers’ sample identification and duty free products wish lists audition, customers purchasing methods is to analyze the gap, Citespace is used here to fill the gap with domain knowledge and visualize the finding of 150 papers on tourism purchasing behavior published from 2010 to 2020. The finding of this research is: i) Lotte, King Power, Dubai international duty free can be Asia representative research shops, Chinese international tourists can be the research target group; ii) Fragrances & cosmetic, wines & spirits, fashion & accessories and personal luxury goods can be selected as the 4 duty free products categories; iii) Chinese tourism shoppers have the purchasing gap between oversea and domestic products, both those kinds of products can be acquired online and offline; iv) Multiple emergent themes in the existing corpus, the theory of planned behavior and online communication are the key domain knowledge to fill this gap. So, a questionnaire is urgent to design based on this research result to find out the decision tree nodes and then compose the decision-making model for duty free industry and tourism shoppers effectively.

The rise of technology has redefined consumer culture with novel corporate and social trends worthy of academic scrutiny. The study uses the para-social interaction (PSI) theory perspective to understand consumer behavioral intentions influenced by live streamers' characteristics. Additionally, the researcher adopts quantitative analysis and psychology research methods to test consumers' response/behavior to live streamers on Livestream shopping. Data is collected from 87 participants; a group of Asian women with the aim of acquiring an overview of commerce live streamers on the consumer purchase behaviour in the women's wear category. From the analysis, the results show that different live streamers' characteristics control customers' purchasing behavior. A strong positive correlation sensed between live streamers' physical and social attractiveness and consumer purchase decisions across the sample population. Additionally, the analysis records a restrained yet significant positive correlation between live streamers' professional ability and consumers' purchase decisions. The results restate trust in live streamers' aids in chainmediation mechanisms. Clients' interactions, especially in Livestream platforms, determine live streamers' characteristics on PSI. Nonetheless, its significance is felt across the entire chain of mediation. Such variable bears a significant influence in only live streamers' physical and social attractiveness. Therefore, it does not affect the live streamers' professionalism. The study contributes to the demanding scope of literature on the growing frontiers of integrating live streaming tools and online social ecosystems across existing eCommerce infrastructure to influence consumer purchase decisions and its impact on contemporary consumerism culture.

This study explores Chinese tourists' purchase intentions for personal luxury goods in Asia-Pacific duty-free shops using an integrated Affect Behavior Cognition (ABC) model of attitude, incorporating subjective norms. Factor analysis and K-means clustering were employed to segment the market based on demographics and purchasing behavior. Three distinct customer segments emerged: the ``All-Participation Group'' highly involved in all purchasing decision factors, focusing on product performance, price, and shopping convenience; the ``Product-Oriented Group'' prioritizing product performance and cost-effectiveness, with a preference for convenient search channels; and the ``Perceived Control & Promotion Group'' influenced by promotions, cautious about product damage, and favoring easy and secure purchasing channels. These findings offer actionable insights for duty-free shops to develop targeted marketing strategies tailored to each segment's needs and preferences. This study advances the academic understanding of customer behavior in the luxury goods market and provides practical implications for customer-centric marketing in the duty-free retail sector.