Purpose: This study aims to study the attitude toward purchasing luxury fashion of young consumers based on an extended model that integrates the constructs of the theory of reasoned action (TRA), identity theory, social identity theory, affect–behavior–cognition (ABC) model of attitude and brand attractiveness.Design/methodology/approach: A purposive sampling approach was used to collect data from 237 young luxury fashion consumers in Hong Kong. Results were analyzed using partial least square.Findings: The findings revealed that self-identity predicts affect-based attitudes (i.e. passive engagement and active engagement), and social identity predicts cognition-based attitude (i.e. attitude toward celebrity endorsement). Moreover, both affect- and cognition-based attitudes were found to be antecedents that enhanced brand attractiveness, which in turn positively affected purchase intention.Research limitations/implications: This study collected data from Generation Z. Although this generation is the world’s most influential consumer group and is highly engaged in social media, the findings may not be representative of the entire population in Hong Kong. Therefore, the findings should be used cautiously in the whole luxury fashion industry.Originality/value: This study extends the understanding of luxury fashion purchase intention from TRA to the connection among identity, social identity theories and ABC model of attitude and brand attractiveness. The findings of this study also contribute to practical insights on developing suitable marketing strategies for the Asian luxury fashion market.

Purpose: Artificial intelligence (AI) has been used in the workplace for years. There are compulsory or elective AI courses in some universities for students to enroll in. With the wide adoption of AI in many industries now, employers also expect students to make good use of AI to enhance their work productivity and efficiency. Hence, the purpose of this study is to examine the relationship between AI literacy and perceived student employability. Design/methodology/approach: The purposive sampling method was used in a higher educational institution in Hong Kong. About 208 valid responses were obtained from university students. Partial least square structured equation modeling was used in the analysis. Findings: It was found that acceptance of using AI could be determined by perceived usefulness of AI and trust in AI. Attitude toward AI could be influenced by acceptance of using AI. Attitude toward AI is also found to be associated with AI literacy, which affects internal and external employability. Students with more perceived AI knowledge could find it easier to get jobs. Originality/value: This study contributes to a better understanding of the relationship between perceived AI literacy and employability. Higher education should also consider how to prepare students for a new generation of jobs with AI competence as requirements by reassessing their curricula.

Chatbots are widely used in customer services contexts today. People using chatbots have their pragmatic reasons, like checking delivery status and refund policies. The purpose of the paper is to investigate what are those factors that affect user experience and a chatbot’s service quality which influence user satisfaction and electronic word-of-mouth. A survey was conducted in July 2024 to collect responses in Hong Kong about users’ perceptions of chatbots. Contrary to previous literature, entertainment and warmth perception were not associated with user experience and service quality. Social presence was associated with user experience, but not service quality. Competence was relevant to user experience and service quality, which reveals important implications for digital marketers and brands of adopting chatbots to enhance their service quality.

Pressure from competitors and regulatory interventions are external factors influencing hotels’ commitment to Environmental, Social and Governance (ESG) initiatives. This study aimed to explore the relationships between perceived entrepreneurial orientation, perceived commitment to ESG practices, and corporate financial performance through the lens of the resource-based view of the firm. Additionally, the moderating effect of hotel size was analyzed. Data were collected via a survey of hotel managers in Hong Kong in 2025. The results indicate a significant relationship between perceived entrepreneurial orientation and commitment to ESG practices. This study provides a solid understanding of the relationships among perceived entrepreneurial orientation, corporate autonomy, commitment to ESG practices, and corporate financial performance. The moderating effect of corporate size reveals that size itself does not directly influence how commitment to ESG affects corporate financial performance in the hotel industry. In contrast, hotel size does influence how entrepreneurial orientation relates to ESG commitment; specifically, smaller hotels are more entrepreneurial and committed to ESG practices when they have greater decision-making autonomy. However, entrepreneurial orientation and ESG commitment do not significantly influence financial performance, regardless of hotel size. This study offers practical implications for policymakers regarding the relevance of entrepreneurial orientation and corporate autonomy in enhancing commitment to ESG practices.