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With the rapid expansion of mobile e-commerce, an increasing number of businesses have jumped into the fray in all facets of the mobile electric commerce industry chain. The payment link is the most competitive. From the norm in the sector to the consumer market, telecom operator rivalry, as well as third-party payment between different companies, never ceases. In the context of mobile e-commerce, however, competition has shifted from traditional product-centered to customer- centered, and business success frequently rests on the customer. As a result, the competition in the mobile e-commerce payment industry is essentially about competing for users. Mpay is characteristic of mobile e-commerce payment firm representatives; on the basis of theoretical analysis, combined with the reality of the economic background, the study chose Mpay mobile payment users as research subjects and analyzed the major variables of user acceptability. The model was built on the basis of an extensive evaluation of past research results of user acceptance model and reference to UTAUT model. The model considered performance expectancy, effort expectancy, and social influence, facilitating condition as independent variables determining user behavior intention, Based on the conceptual model, the paper conducted an empirical investigation as a case study of a Mpay mobile payment user using data from a questionnaire, while also conducting a separate discussion of the impact of perceived risk and trust on user acceptance. The empirical results indicate that for mobile payment users, performance expectancy has the greatest positive effect on behavior intention, while facilitating conditions, social influence, perceived risk, effort expectancy, and trust have no effect. In addition, gender and age were discovered to influence user acceptance

Due to the expansion of the Internet and advancements in technology, e-commerce has been frequently and widely used nowadays. The popularity of online shopping continues to develop and become increasingly common, yet, the concept of impulsive buying has consistently drawn significant attention over the years. In order to fit into the current shopping trend, recognizing the needs and wants of online shoppers as well as providing appropriate approaches are essential tasks for companies to achieve. The question of how to attract consumers to make purchases has been a concern for a long time, and in fact, it is necessary to explore consumers’ online purchase decisions in relation to their impulse buying behavior. In accordance with current academic knowledge, the main objective of this study is to investigate factors that influence consumers' online impulsive buying behavior based on external stimuli (such as sales promotions and websites characteristics) and the elements of marketing mix strategy (product, price, place, and promotion). According to the analysis, the promotion strategy has been identified as the most significant influence on consumers’ decision to make an online impulsive purchase. Therefore, the findings from this study are beneficial for companies and marketers to build a framework in order to develop suitable and effective strategies in order to encourage and stimulate consumers' desire for purchases. Furthermore, the research applies the qualitative methodology by conducting semi-structured interviews with 11 consumers who have previously experienced an online impulse buying

Nowadays marketers and practitioners recognize the importance of social marketing as a strategy to acquire customers. Accordingly, the enterprises and brands are embracing the use of social network in communicating with potential consumers ad actual consumers, in order its performance so as to increase its sales. Among all those social media platforms, Instagram is one of the platforms which is image orientated and can easily connect with users and provide information with photos and images. As Macau is small‐sized city where there are abundant small to medium‐sized enterprises, the local small firms are switching their marketing strategies by utilizing the Instagram to promote their product online. In order to get a better grasp of how Instagram affects the promotion of the food and beverage product in Macau, the research question has been formulated: “To what extend can the local food sectors in Macau use Instagram as a marketing tool to engage purchasing intention and strengthen their brand equity? From the perspective of customers.” Semi‐structured interviews were conducted with 13 participants who are the Instagram users, with diverse situations of engagement on Instagram. According to the interviews, participants expressed that how Instagram can associate effects with arousal and brand equity (brand awareness, brand image, perceived quality and brand loyalty) and formation of purchase intention eventually through the Instagram marketing activities. The results showed that Instagram marketing activities strongly correlated the brand equity (brand awareness, brand image, and perceived quality while which in turn led to purchasing intention towards the brand. This research comprehensively illustrates the influences of Instagram marketing activities on customer‐based brand equity. The findings of this study will enable local food brands to more accurately forecast the future purchasing behaviors of their customers through Instagram marketing activities and provide a guide in managing brand equity as well

This study identifies Portuguese residents’ behavioural intention towards Chinese electric vehicles from the perspective of the Country-of-Origin Effect (COE) and uses the Unified Theory of Acceptance and Use of Technology 2 (UTAUT-2) as a guide to design interview questions. According to the existing literature, UTAUT-2, a comprehensive technology acceptance model, has not been used to assess the Portuguese electric vehicle market, and no relevant research has been found to apply the method of combining the COE into the UTAUT-2 framework. The purpose of this study is exploratory in nature, it uses qualitative methods to identify the behavioural intention of Portuguese residents towards the acceptance of Chinese electric vehicles. Data from 16 Portuguese residents was collected through semi-structured interviews and analyzed with qualitative methodology. The study found that factors such as performance expectations, environmental concerns, effort expectations, hedonic motivation, and social influence have a positive impact on Portuguese residents' purchase of electric vehicles, while price value, habits, and convenience conditions have a neutral or negative impact. Regarding COE, apart from social influence, it has no impact on other factors. To increase the popularity and sales of Chinese electric vehicles in Portugal, it is recommended that advertising and marketing efforts focus on price, charging services, after-sales service, and design

YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness of the information, perceived credibility of the information, attitude toward the purchase, and perceived video characteristics) that affect the purchase intentions of female consumers. After viewing beauty-related videos, a sample of 204 female consumers was analyzed by structural equation modeling. The findings showed that videos with more views, likes, and comments tend to have a greater effect on the respondents' intentions to purchase. Also, the factors of perceived usefulness of the information, perceived credibility of the information, and attitude toward the purchase exhibited a significant effect on the intention to buy beauty-related products. The result showed that perceived video characteristics (such as quality and visuals) did not significantly influence the purchase intention, however, there is evidence that this factor should not be ignored by content creators. Finally, our research provides insights, strategies, and future directions for industry practitioners and marketers.

Purpose Research on battery electric vehicles (BEVs) has typically considered environmental concern a key determinant of behavioral intention that leads individuals to prefer electric vehicles. This paper challenges this assumption and argues that technology frameworks may require new variables to capture consumers' preferences. A UTAUT2-based study has been developed to assess the role of environmental concern in the BEVs context and put forward the technology show-off (TS) concept to explain the technology's acceptance. Design/methodology/approach A quantitative and cross-sectional look at behavioral intention is adopted. The study uses structural equation modeling to analyze a sample of 236 Macau residents to determine the relevance of the factors behind the choice to adopt BEVs. Findings The findings indicate that environmental concern and price may be relevant to explain behavioral intention to adopt the BEVs technology. Furthermore, the UTAUT2 framework seems to benefit from adding new variables, with TS playing a pertinent role in explaining technology acceptance. Social implications The findings show that environmental concern fails to build an argument for the shift to full electric mobility and promote the desired behavioral change toward adopting BEVs. Herein lies the necessity to consider new variables that can better describe the characteristics of modern society. Originality/value This paper proposes the TS construct, combining visibility and trialability as significant determinants of behavioral intention to use technology. The study also stresses the need to reconsider the role of environmental concerns' impact on consumer decision-making.

The understanding of how people accept and embrace new policies is vital in today's world. This paper introduces an original way of looking at this by adapting the widely recognized Unified Theory of Acceptance and Use of Technology 2 (UTAUT-2). The goal is to provide a foundational model for assessing policy acceptance. More specifically, we adapted the UTAUT-2 framework to study how Macau residents perceive the "Northbound Travel for Macau Vehicles" policy, which allows cars with Macau registration plates to enter China. Using structural equation modeling software (SmartPLS), we analyze data collected from 136 respondents who experienced the policy.Our findings reveal that Performance Expectancy (PE) and Habit (HB) significantly influence individuals' intention to take advantage of the policy. In other words, people are more likely to embrace policies they perceive as beneficial and that align with their existing habits. Effort Expectancy (EE) and Facilitating Conditions (FC) do not significantly impact acceptance, perhaps as a result of participants' familiarity with the policy and their resource availability. Surprisingly, while not directly tied to usage, Social Influence (SI) shows a high mean value, suggesting its potential role in policy acceptance when influential individuals adopt the policy. This pioneering research contributes to the field by bridging the gap between technology acceptance models and policy studies. Most importantly, it validates the use of the UTAUT-2 as a technology framework that is adapted for assessing policy acceptance.

Vehicles solely powered by electricity are a major technological innovation that combines individual transportation needs and environmental sustainability, yet their market penetration is low. Research has traditionally indicated factors such as the vehicle’s purchasing price, driving range, and charging time as the main barriers to adoption. However, the decision to adopt a technology also depends on what the technology represents to the user; therefore, other factors may be important to explain individuals’ behavior. This study is a quantitative and cross-sectional look at the behavioral intention to adopt battery electric vehicles (BEVs) technology in the context of Macau. The research builds on the unified theory of acceptance and use of technology 2 (UTAUT 2) (Venkatesh et. al., 2012) to explain the characteristics of the local consumers. Besides the addition of image and environmental concern to the theoretical model, the study also put forward and evaluate the construct of technology show-off, an original measure of the visible and experiential characteristics of a technology. A sample of 236 Macau residents was analyzed by structural equation modeling (SEM). The analysis of the data supported the explanatory and predictive power of our model and helped to describe the idiosyncrasies of local residents. The results provide insights related to individual technology acceptance that could be useful in designing more accurate strategies and fostering the uptake of BEVs in Macau or markets that share similarities

This study analyzes the green marketing strategies with specific reference to the hotel industry. The concept of green marketing in this sector is crucial due to the growing expected importance of tourism in the future of global economy and its potential impact on social and economic development; this is true particularly in areas with relevant volumes of tourist arrivals. In this sense, we carried out an exploratory research in the hotel industry of the Special Administrative Region (SAR) of Macao in order to: highlight the primary motivations that underlie interventions geared towards the eco-sustainability of hotels, the services they offer and point out the problems, issues, and future prospects in the development of green marketing, as well as explore the role of eco-sustainable values in hotels’ online communication policies. In order to reach these aims a qualitative research was carried out with a semi-structured questionnaire (face-to-face interviews) to a group of hotels. The research was finished by an analysis of their websites, in order to verify possible references to the steps taken to protect the environment.

Battery electric vehicles (BEVs) are living up to their claims as consumers choose them more frequently. The increasing demand for sustainable vehicles translates into the global need for specific components, materials, and infrastructures and drives the regulatory frameworks in each country. While BEVs offer environmental benefits and global business opportunities, the technology has not yet gained mainstream acceptance. Thus, this work aims to investigate the characteristics of BEV users and their role in the diffusion of products to larger segments, as this may vary from country to country. For this purpose, a survey based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT-2) (Venkatesh et al., 2012) framework and structural equation modeling (SmartPLS) was adopted. The results indicated that, except for the constructs of effort expectancy (EE) and social influence (SI), the predictors in the model performed well in this context. Current users are satisfied with their vehicles and are supportive of BEVs in the future. The analysis also revealed that in addition to the availability of financial resources, early adopters are attracted by new technologies in a way that leads them to make decisions outside of the traditional influence of the other members of society. It is suggested to leverage the perceived benefits of status, differentiation, or uniqueness motives, to appeal to those seeking to appear trendy and tech-savvy in society. Companies and policymakers should acknowledge the peculiarities of early customers in their communication strategies to reach a wider audience around the globe and encourage the adoption of BEV technology.