ABSTRACT. Measuring CX is complicated because each individual experiences interactions with a brand, product, or service differently, because personal factors significantly influence how we perceive the world around us (Gorgoglione & Panniello, 2018). In the context of AR experiences and retail, several researchers, including Kumar (2022), have emphasized the need of investigating personal factors. One of these individual characteristics are the cognitive styles, also referred to as thinking styles (Kim et al., 2023). These are relatively stable strategies, preferences, and attitudes that determine an individual's typical modes of perception, memory, and problem-solving, as well as how consistently they encode and retrieve information (Tsianos et al., 2009). Consequently, the thinking style of individuals can influence how they perceive their environment and interact with it, thereby impacting their perceived CX. Various authors use different terminology and scales to describe and measure the thinking style of an individual, such as wholist-analytic, verbalizer-imager (Riding & Cheema, 1991), analytic-holistic (Choi et al., 2007), or field-dependent/independent (Witkin & Goodenough, 1977). However, field independent and field dependent thinking styles are analogous to the holistic (or wholistic) and analytic thinking styles. Analytic thinkers perceive objects as separate from their surroundings, excel in thinking restructuring and creativity, focus on individualism, and tend to show fewer negative emotions with mixed-quality services, while holistic thinkers view the world as interconnected, consider contexts, excel in interpersonal tasks, and rely more on external influences and emotional openness (Choi et al., 2007; Goodenough & Witkin, 1977; Kim et al., 2023; Miller, 2007).

ABSTRACT. With the rise of the internet and social media, brand communities have become essential for fostering engagement between brands and customers. While extensively studied in B2C (business-to-consumer) contexts, brand communities are also gaining traction in B2B (business-to-business) environments, particularly in IT sectors where they facilitate knowledge-sharing and networking. However, most B2B brand community research relies on B2C models, overlooking key B2B-specific factors. This study aims to compare participation behaviors in B2C and B2B brand communities and develop a more suitable model for B2B contexts. Using the Uses and Gratifications (U&G) framework (Katz et al., 1973), it examines motivational drivers and perceived values influencing continued participation. Prior research suggests that B2B participants prioritize functional value, while B2C participants are more driven by hedonic benefits. Additionally, the study explores the impact of community participation on brand loyalty and advocacy. A quantitative survey analyzed via multiple-group SEM reveals distinct factor structures in B2B and B2C communities, emphasizing the need for a tailored model for B2B brand community engagement. Future research will refine the model and validate its applicability.

ABSTRACT. The advent of Industry 5.0 emphasizes human-centricity, sustainability, and resilience, leveraging advanced technologies such as collaborative robots, digital twins, and extended reality. While its theoretical benefits are well-documented, empirical methods to measure Industry 5.0 adoption remain underdeveloped. This study addresses this gap by introducing an Industry 5.0 score to quantify firms' alignment with its principles, including sustainability, human-centric innovation, and resilience. Additionally, it explores the impact of Industry 5.0 adoption on Myopic Marketing Management (MMM) behaviors, which prioritize short-term financial outcomes over long-term investments. The moderating role of CEO leadership styles, particularly regulatory focus and regulatory mode complementarity is examined to understand their influence on balancing short- and long-term strategic priorities. Employing text mining techniques and financial data, this research provides a robust framework for understanding how leadership dynamics and strategic orientations influence firms' ability to transition toward sustainable industrial practices.

ABSTRACT. This study empirically investigates the effects of influencer-generated content characteristics (creativity, informativeness, and entertainment) on purchase intention by considering the information processing method (vicarious expression) and parasocial relationship (PSR). A questionnaire from 598 followers was analyzed using partial least squares structural equation modeling (PLS-SEM). Various content characteristics affect purchase intention, vicarious expression, and PSR differently. The result considers how content processing (method and characteristics) facilitates the construction of relationships. The relationship shows a mediation role between content characteristics and purchase intention, emphasizing the strong persuasive effect in influencer marketing.

ABSTRACT. This research aims to investigate the effect of tactile cues on consumer behavior in AI-based interactions. By identifying the psychological mechanism (haptic imagery) and emotional response (empathy), considering individual difference, this research explores the effectiveness of tactile cues when facing service failure based on textual paralanguage and embodied cognition theory.

ABSTRACT. Will high-yield luxury tourism contribute to sustainable development? Assuming that luxury tourism experiences can be integrated into rural tourism environments, this study aims to divide the high-income luxury tourist market based on the degree of emphasis placed on various aspects of luxury tourism experiences in the context of rural tourism. It will further explore the attributes that tourist destinations need to meet the demands of the tourism niche market. In doing so, unique models of tourism destination development may be developed which effectively target and satisfy each of these segments. This study adopts three mixed methods, including three stages. Develop a scale for luxury tourism experience in Phase 1. The second phase will collaborate with luxury tourism operators in Australia and China to measure the tourist experience and satisfaction of tourist destinations through quantitative surveys. Structural equation modeling analysis was used for data analysis in the first and second stages. In the third stage, cluster analysis is used to rate the importance of the data from the second stage. Then analyze the significant and valuable attributes of each segmented market, sort and analyze them, and develop a prototype rural tourism destination model.

ABSTRACT. Drawing on resource-based view and institutional theory, we argue that MNEs with greater cross-channel capabilities tend to adopt hybrid entry mode (combining e-commerce entry mode and store-based entry mode), influenced by host-country Internet penetration and logistics, leading to higher international performance. This is tested on 143 retail MNEs (2007–2023).