International Journal of Mobile Communications (38 papers in press)

Regular Issues

• Technology-enabled subcultures among Chinese youths: smartphone addiction, virtual social capital, and ACGN addiction  
  by Xiaoxiao Meng, Yungeng Li 
  Abstract: The anime, comics, video games, and novels (ACGN) subculture is the most popular subculture among Chinese youths. Also known as Erciyuan culture in China, youths use technology to participate in this subculture, primarily consuming ACGN content via their smartphones. There is an increasing trend of addiction to smartphones and to the ACGN subculture among Chinese youths. Using social capital theory and drawing on survey data from Chinese ACGN fans, this paper examines the mechanisms underlying smartphone and ACGN subculture addiction using a moderated mediation model. The findings reveal that smartphone addiction is positively related to ACGN content addiction. Bridging and bonding social capital mediate this relationship, whereas perceived stigma of participation in the ACGN subculture moderates it. The implications of the findings regarding participation in technology-enabled Chinese subcultures are also discussed.
  Keywords: subculture; addiction; social capital; stigma; Chinese youths.
  DOI: 10.1504/IJMC.2023.10046509
   
  
• Need Factors and Preoccupation among Mobile Social Media Users  
  by Ming-Han Chiang, Li-Ling Liu 
  Abstract: Social networking sites provide mobile applications to induce users to rely on and use them. Social media apps (SMAs) create, amplify, strengthen, disseminate, and consume social signals from peers and the general public. These signals are prolonging deep engagement and participation. SMAs take advantage of user needs (for belonging, self-actualisation, enjoyment, self-identity, and self-esteem), which results in the excessive use of SMAs, which then causes cognitive preoccupation. 1,551 questionnaires indicated that belonging needs positively affect the excessive social use of SMAs. Self-actualisation and enjoyment needs positively affect the excessive hedonic use of SMAs. Self-identity and self-esteem needs positively affect the excessive cognitive use of SMAs. Excessive use (social, hedonic, and cognitive use) of SMAs positively affects cognitive preoccupation. SMAs must ensure the enjoyment and social needs of users. Regarding the balance between benefits and social responsibilities, SMA operators should provide healthy apps without causing conflicts in SMA users.
  Keywords: needs factors; excessive use of social media apps; preoccupation; linear predictive control model; social media apps; SMAs.
  DOI: 10.1504/IJMC.2024.10047039
   
  
• Why do Merchants Continue to Use Mobile Payment A Data-Information-Value Perspective  
  by Yongqing Yang, Thomas Chesney, Shuiqing Yang, Zhangang Hao 
  Abstract: As an information-intensive service, mobile payment provides merchants a possibility to obtain the real-time transaction data of customers, resulting in a new capability for merchants to get data-driven business intelligence for value creation. However, little is known about how the availability of this capability motivates merchants’ continuance of mobile payment technology. Based on the data-information-value framework and perceived value theory, this study examines the influence of merchants’ exploitation of the data on value creation and their continued usage of mobile payment. We departmentalise the new data-enabled capability into consumption data obtainment, customer relationship maintenance, analysis of consumption data. The results confirm their significant influence on perceived value creation for merchants and that perceived value creation significantly predicts merchants’ continuance usage of mobile payment.
  Keywords: mobile payment; continuance usage; perceived value creation; merchant; consumption data; customer relationship maintenance.
  DOI: 10.1504/IJMC.2024.10047176
   
  
• Multiple linear regression-based machine learning model for received signal strength prediction of multiband applications  
  by M. Benisha, V. Thulasi Bai 
  Abstract: In wireless communication, path loss prediction is of great impact to ensure service quality for users and performance optimisation. This requires less complex, more accurate path loss or received signal strength (RSS) prediction methods. To deliver compliance, machine learning (ML) techniques have been considered. In this contribution, the principle behind ML-based RSS prediction and the procedure to correlate the antenna parameters well with the RSS value is presented for the designed multiband sub 6 GHz patch antenna which can operate from 1 GHz to 6 GHz suitable for multiband applications. The regression-based ML method is used to train the model with simulated data and validated using Wi-Fi real-time RSS dataset. The same is extended for other frequency applications as well. From the predicted and measured values, it can be a best-suited model for the prediction of RSS thereby path loss for the future 5th generation wireless communications.
  Keywords: path loss prediction; multiband antenna; machine learning; wireless communication; fifth generation (5G) mobile communication.
  DOI: 10.1504/IJMC.2022.10047529
   
  
• Understanding Gratifications for Engaging with Short-Video: A Comparison of TikTok Use in the U.S. and China  
  by Jian Shi, Mohammad Ali, Fiona Chew 
  Abstract: As one of the first comparative TikTok studies, we examine TikTok mobile app users’ gratifications sought, gratifications obtained, and engagement in the USA and China to conceptualise a new comprehensive gratifications engagement model. This study comprises an original survey conducted in the USA (N = 148) and China (N = 150) in 2018. Our theoretical model predicted three TikTok engagement typologies among American and Chinese users, further providing evidence of the cross-cultural application of uses and gratifications theory. Overall, TikTok users tend to be more active in promoting themselves engaged in TikTok’s video content than traditional short-video app (e.g., Snapchat) users. Our findings show that gratifications sought play a more important role in the American engagement effects model than in the Chinese model. The outcomes of this study could be utilised by corporate brands to create better appeal strategies for customer engagement with the TikTok app.
  Keywords: TikTok mobile app; uses and gratifications theory; UGT; survey; short-video engagement; comparison; USA; China.
  DOI: 10.1504/IJMC.2024.10048266
   
  
• Examining the factors affecting users’ payment intention of video knowledge products  
  by Tao Zhou, Yuanjie Li 
  Abstract: Compared to traditional knowledge products, video knowledge products can present an interactive and immersive experience, which has promoted their wide adoption among users. However, users often lack the payment intention, which may hinder the sustainable development of video platforms. Integrating social cognitive theory and social capital theory, this research examined the factors affecting users’ payment intention of video knowledge products. 372 valid responses were collected and analysed using structural equation modelling. The results indicate that knowledge anxiety, relational capital, cognitive capital, perceived social mobility and flow experience significantly affect users’ payment intention. Among them, knowledge anxiety has the largest effect. The results imply that platforms need to mitigate users’ knowledge anxiety and develop social capital in order to facilitate their payment intention.
  Keywords: video knowledge products; payment intention; knowledge anxiety; social capital; flow experience.
  DOI: 10.1504/IJMC.2024.10048356
   
  
• Value elements among generations: A study of smartphone use between Generations Y and Z (the COVID-19 generation) in South Korea  
  by Muhammad Hussain, Jaehyun Park 
  Abstract: : User value is an important component of user experience, but value elements vary with generational and cultural differences. This study focused on the differences between user value elements of Generations Y and Z through serial case studies of smartphone use. Additionally, the effects of COVID-19 on value elements of Generation Z were also studied. Data were collected in two phases (42 members of Generation Y and 45 members of Generation Z) using the value sampling method, as well as 55 members of Generation Z during the COVID-19 pandemic. The results show that convenience and pleasure are important user value elements for both generations. Money, friendship, and beauty are more important for Generation Y, whereas Generation Z prefers relaxation. Generation Y uses smartphones extensively with social networks, whereas Generation Z focuses on online payments. This study helps to assess the values and perceptions of Generations Y and Z.
  Keywords: user value; Generation Y; Generation Z; COVID-19; smartphone; user experience; South Korea.
  DOI: 10.1504/IJMC.2024.10050535
   
  
• Achieving a sustainable cashless society through mobile e-wallet: An extended technology acceptance model  
  by Mohd Khairul Fadhil-Ondoy, Ali Vafaei-Zadeh, Haniruzila Hanifah, Ramayah Thurasamy, Ai Ping Teoh 
  Abstract: This research explores the key factors influencing smartphone users’ behavioural intention to adopt mobile e-wallet in Malaysia using technology acceptance model (TAM) and additional extensions, including individual mobility, design, security and personal innovativeness. Data was gathered from 226 smartphone users who never had prior experience with mobile e-wallet and analysed using the partial least squares (PLS) technique. The obtained results verified that the TAM model along with the aforementioned extensions had a high exploratory power in explaining non-adopters’ behavioural intention to use mobile e-wallet. Perceived usefulness (PU) and attitude were found to impact behavioural intention to use mobile e-wallet substantially. The findings of this research would assist mobile e-wallet service providers in comprehending the consumers’ perceptions of technology and indirectly contribute to their system improvement. Besides, the government and policymakers would find this study helpful in developing a suitable strategic framework and policy to materialise a cashless society.
  Keywords: e-wallet; electronic wallet; mobile wallet; technology adoption; technology acceptance model; TAM; cashless society; sustainability.
  DOI: 10.1504/IJMC.2024.10050552
   
  
• Have you spotted where I am? Exploring the impact of different forms of native advertising  
  by Pin Luarn, Ya-Cing Jhan, Hong-Wen Lin 
  Abstract: With the development of the mobile networks and the advent of portable mobile carriers, the number of mobile network users has continued to increase. Nevertheless, studies on whether or not mobile native advertising presented in native form affect advertising effects remain scarce. Therefore, this study adopted the experimental research method to design three different mobile network environments, whether or not the three forms of mobile native advertising, namely, in-feeds, paid search and recommendation widgets, produce different advertising effects. The results of the study found that different forms of mobile native advertising have a significant impact on advertising awareness and advertising attitudes. Among them, paid search advertising has the best effect, followed by information flow advertising. There is no significant difference in brand attitude and purchase intention among these three forms of advertising.
  Keywords: mobile native advertising; advertising effects; experimental design; form native; in-feeds; paid search; recommendation widgets.
  DOI: 10.1504/IJMC.2024.10050553
   
  
• Social Presence and Experience Economy: The Effects of Augmented and Virtual Reality in Museums  
  by Mandy Claudia Tom Dieck, Timothy Jung, Hyunae Lee, Namho Chung 
  Abstract: The purpose of this study is to explore the effects of Augmented Reality (AR) and Virtual Reality (VR) on visitors’ museum experience. To date, some studies have investigated the factors that enhance visitor experiences through AR and VR; however, research focusing on social presence and experience economy in mixed-reality environments, combining both VR and AR, is limited. Therefore, the aim of this study is to examine the effect of social presence in mixed environments on tourist experiences by applying social presence and experience economy theories. Questionnaires were conducted with 163 museum visitors and found that social presence is a strong predictor of the four realms of the experience economy. In addition, three realms, except esthetic experience, had an effect on the visitor experience, which consequently influenced tourists’ intention to revisit the museum. Implications are drawn and presented for the adoption of AR and VR technologies in museums.
  Keywords: Virtual Reality; Augmented Reality; Visitor Experience; Experience Economy; Social Presence.
  DOI: 10.1504/IJMC.2024.10050755
   
  
• Toward an Understanding of Individualism, Collectivism and Technostress on Social Network Sites: Evidence from China and Germany  
  by Nils Bernard Bienek, Christina Gross, Richard Lackes, Markus Siepermann 
  Abstract: Social network sites (SNSs) are popular worldwide, but despite the ongoing process of globalisation, usage varies widely from country to country. Reasons for this are manifold, and require further research. In addition to different platforms, cultural differences can also lead to different levels of usage. This paper aims to examine the different factors which influence SNS usage. For this, a survey of 281 Chinese and German users was conducted. While China is the archetype of a collectivist society, Germany is considered to be more individualistic. The results show that social reasons and technostress (TS) influence usage behaviour. In particular, the influence of social reasons on subjective norms and further on perceived usefulness towards SNSs is greater among Chinese users. Interestingly, TS seems to be non-culturally influenced.
  Keywords: Facebook; Qzone; Renren; Germany; China; technostress; social network sites; SNSs; individualism; collectivism.
  DOI: 10.1504/IJMC.2024.10050769
   
  
• The Role of Information and Communication Technology in Human Development: A Global Longitudinal Study  
  by Myungho Lee, Mincheol Kang 
  Abstract: Although countries are intensively using information and communication technology (ICT), ICTs effects on human development have not yet been fully elucidated. Some recent studies have addressed the effect of ICT use on human development, but have limited their investigations within a single country, within a limited region of the world, or in dozens of countries at most. The present study extends this literature by investigating whether ICT use positively impacts human development over time at the country level, worldwide. The study employed panel data analysis using data from 139 countries across the world from the years 2007 to 2016. The results showed that both fixed and mobile broadband subscriptions significantly improved the human development index (HDI). Interestingly, however, impacts differed depending on the countrys economic development level. Mobile broadband increased human development levels in low-income countries, while any broadband type increased human development levels in middle and high-income countries.
  Keywords: ICT use; fixed-broadband; active mobile-broadband; human development index; HDI; developed countries; developing countries; low-income countries; high-income countries.
  DOI: 10.1504/IJMC.2024.10050865
   
  
• FACTORS INFLUENCING ATTITUDE TOWARD ADVERTISEMENTS IN LOCATION-BASED SERVICES AND THE MEDIATION EFFECT OF ADVERTISEMENT CONTEXT VALUE  
  by Seokho Lee, Hyungjin Kim, Kihyon Kim, Jinyoung Han, Hanjun Lee 
  Abstract: Recently, mobile environments and smart devices have become more popular, and thus, location-based advertising (LBA) is increasingly being used in various fields. It enables personalisation, localisation, and immediate service provision. However, existing studies have not considered the effect of location or context based on LBA-specific characteristics. It is not clear how positive these contextual factors are. This study suggests an integrated research model that includes advertising value and context value. This study investigates the factors influencing advertising value (entertainment, informativeness, and irritation) and the mediating effect of the context value between the advertising value and attitude toward the advertisements in LBA. The results show that irritation is not significantly related to advertising value in LBA, which is different from other advertisements. Context value affects attitude toward the advertisements as a mediator for the younger group. This study sheds more light on the LBA research area.
  Keywords: mobile advertising; attitude toward the advertisement; location-based advertising; LBA; advertising context value.
  DOI: 10.1504/IJMC.2024.10051144
   
  
• Investigating factors influencing viewers’ continued participation in live streaming: From a socio-technical perspective  
  by Ting Zhu, Yaobin Lu, Sumeet Gupta 
  Abstract: Live streaming, as a new media, enables viewers to interact with broadcasters or other viewers during live video and co-create video with others. The ease of broadcasting increase competition and hence difficulty in viewer retention. Therefore, this study aims to investigate viewers’ continuous intention to actively participate in a live feed broadcast using a combination of socio-technical perspective and commitment-trust theory. Based on structural equation modelling and a sample of 439 participants, the results reveal that social and technical features influence affective commitment and identification trust, which in turn affects the viewer future co-creation behaviour. The results will be useful for broadcasters as well as platform providers. Theoretical and managerial implications are discussed.
  Keywords: live streaming; co-creation; socio-technical perspective; commitment-trust theory; the honeycomb framework of social media.
  DOI: 10.1504/IJMC.2024.10051363
   
  
• How do short video content characteristics influence short video app addiction An affective response perspective  
  by Xuebing Dong, Xin Wen, Yaping Chang, Hongbo Li 
  Abstract: With the rapid development of short video apps in recent years, people have become increasingly dependent on the services and applications they provide. However, excessive use of short video apps can cause short video app addiction. Combined the affective response model, this study explored the impact of short video content characteristics on short video app addiction and its psychological mechanism. Based on 916 valid questionnaires, SPSS 22 and Smart PLS were used to empirically verify the theoretical model. Results showed that the short video app content characteristics (novelty, personalisation) influence on affective responses (curiosity, affinity for short video), and affective responses have a significant positive impact on short video app addiction. In addition, individual mindfulness played an important role in the development of addictive behaviours, helping to alleviate individual short video app addiction.
  Keywords: short video app; content characteristics; addiction; mindfulness; affective response model; ARM.
  DOI: 10.1504/IJMC.2024.10051458
   
  
• Social motivation, Emotional motivation and Arousal among LINE Sticker App Users  
  by Li-Ling Liu 
  Abstract: LINE’s success can be attributed to the fact that it provides users with a wide variety of stickers to use. LINE stickers have become an important function in the chats allowing users to display affection and express emotions. LINE stickers have become an established trend in the messaging app which sets it apart from other platforms. This study mainly clarified the relationship within motivation (social and emotional), interaction, and arousal of LINE sticker users. An analysis of 1,104 questionnaires indicates that social motivation positively affects the interaction of LINE sticker users. Emotional motivation (leisure and passing time) positively affects the interaction of LINE sticker users. Interaction of LINE sticker users positively affects arousal. We recommend that developers of LINE sticker should focus their attention on the meaning and positioning of each sticker for effective and emotional communication. Customised LINE stickers will attract the users’ attention, thus attracting more consumers to download and use them.
  Keywords: mobile communications; LINE sticker app; LSA; social motivation; emotional motivation; arousal.
  DOI: 10.1504/IJMC.2024.10052524
   
  
• An Empirical Study on the Impact of Blockchain on the Cost of Company Equity Financing  
  by Yan Yue, Hannah J. Ji, Jonah Ji 
  Abstract: Blockchain, big data and other advanced mobile technologies are now more than ever heavily adopted in the financial field. This paper analyses whether the cost of equity financing can be reduced by the implementation of blockchain and other mobile information technology. Using Python language to measure word frequency, this paper measures the number of occurrences of words referring to mobile information technology occur in regular reports and announcements of listed companies. Empirical results indicate that the implementation of blockchain and other mobile information technologies by listed companies causes a significant increase in the cost of financing in short-term. But the conclusion is opposite in long-term. Furthermore, results indicate that the degree of marketisation and level of urban Internet development amongst which any given listed company operates significantly impacts the degree of effect blockchain and other mobile information technology has on companies while significantly reducing the cost of equity financing.
  Keywords: blockchain; mobile information technology; equity finance; financing costs; information transparency; trust risk.
  DOI: 10.1504/IJMC.2024.10053035
   
  
• Counting Your Mobile Customers One by One: Mobile Transaction Predictions Using Buy-`Til-You-Die Models  
  by Dongyeon Kim, Takhun Kim, Yongkil Ahn 
  Abstract: This study analyses the complete trading records of 217,614 mobile stock traders in Korea to test how the buy-’till-you-die (BTYD) class of probabilistic models work in predicting mobile transaction patterns. We find that BTYD models show satisfactory levels of churn prediction performance. To investigate the impact of irregular mobile trading patterns (e.g., binge trading behaviour), we cross-sectionally divide the data across clumpiness levels and check how a catalogue of BTYD models performs for each level of binge behaviour. The results show that BTYD models tend to operate better in a subsample consisting of those customers with less clumpy trading patterns. We confirm that customers with clumpy transaction patterns exacerbate prediction performance, especially when we try to anticipate a longer period. Thus, this study provides practical guidance for mobile app companies engaging in customer relationship management and sheds new light on the literature regarding binge behaviour and transaction pattern prediction in the context of mobile apps.
  Keywords: mobile trading app; mobile transaction; customer lifetime value; CLV; buy-’till-you-die; BTYD; binge behaviour; clumpiness.
  DOI: 10.1504/IJMC.2024.10053054
   
  
• Determinants of Intentions to Use Near Field Communication Mobile Payments in a Pandemic Context  
  by Suzanne Amaro, David Oliveira 
  Abstract: Given the advantages of near field communication (NFC) mobile payments, this study investigates determinants of its intentions to use in a country with low adoption rates and examines to what extent COVID-19 exerts an influence. The proposed model extends the technology acceptance model and the diffusion of innovations theory, including perceived security, previous experience and a new construct, perceived hygiene. The hypotheses were tested using partial least squares structural equation modelling with 210 valid responses obtained from an online questionnaire. The findings indicate that attitude, previous experience, perceived usefulness, compatibility and perceived ease of use affect intentions to use NFC mobile payments. However, despite respondents considering NFC mobile payments a more hygienic means of payment, perceived hygiene does not affect intentions to use, despite the pandemic. Based on the findings, this study provides insights on promoting the use of NFC mobile payments.
  Keywords: diffusion of innovations theory; perceived hygiene; technology acceptance model; TAM; near field communication; NFC; mobile payments.
  DOI: 10.1504/IJMC.2024.10053199
   
  
• The Effect of Loneliness on Consumers’ Purchase Intention During Live Stream Shopping: An Empirical Study in China with Large-scale Samples  
  by R.U.I. CHEN, YANNING ZHANG, YANGHAN GUO 
  Abstract: Influenced by the pandemic in 2020, 'in-home restrictions' promoted live stream shopping. As a new type of social e-commerce, live stream shopping has an increasingly important role in social interaction. Another significant feature of live stream shopping is the availability of price discounts. Based on the basic social and commercial attributes of live stream shopping, this study aims to investigate the effects of loneliness on perceived interaction, perceived price discount, and customers' purchase intention. This study conducted an online large-sample survey (n = 9,072) for data collection. The results show that loneliness positively influences customer' purchase intention. And streamer-viewer interaction, interactions among live stream room viewer members, and price discount perception play a mediating role in loneliness and purchase intention. This study has implications for the live stream shopping industry. It helps business managers to focus on consumer psychology and social interaction factors better.
  Keywords: loneliness; live streaming shopping; attachment; network social interaction; materialism; purchase intention; perceived streamer interaction; perceived viewer interaction.
  DOI: 10.1504/IJMC.2024.10053704
   
  
• Impact of COVID-19 on Mobile Application Usage Intensity  
  by Hyeon Jo 
  Abstract: Since the COVID-19 outbreak, social aspects have changed around the world. University students experience a sense of isolation because of the restrictions on classroom education. They may use mobile applications more intensively to relieve solitude. In this vein, this study investigates the factors that influence the intensity of mobile application usage in the era of the pandemic. The theoretical framework identifies the roles of subjective norms, perceived behavioural control, regulatory environment, and cabin fever syndrome in the formation of mobile application usage intensity. Also, affective risk perception and cognitive risk perception are examined to elucidate subjective norms and perceived behavioural control. The research model was demonstrated by fitting data gathered from 395 university students through structural equation modelling (SEM). The findings show that subjective norms, perceived behavioural control, regulatory environment, and cabin fever syndrome significantly impact mobile application usage intensity. The study results indicate that affective risk perception has a significant positive association with both subjective norms and perceived behavioural control. Moreover, cognitive risk perception is also positively related to both subjective norms and perceived behavioural control. The research results will be useful guidelines for the mobile application field.
  Keywords: mobile application usage; COVID-19; social measures; subjective norms; perceived behavioural control; regulatory environment; cabin fever syndrome; risk perception.
  DOI: 10.1504/IJMC.2024.10053857
   
  
• Can mobile internet finance really have a positive impact on commercial banks?  
  by Jing Ge, Ao Chen, Xiangxiang Lang, Yang Gao, Hongxia Sun, Baoshan Ge 
  Abstract: Mobile internet finance as a financial innovation integrating network technology and traditional financial services, its rapid development has a direct impact on the commercial banking business. In developing countries with immature financial industries, commercial banks also face the risk of policy uncertainty. In this paper, we select representative commercial banks to explore the variation of the performance brought by mobile Internet finance. Empirical studies show that the performance of commercial banks has declined under the impact of mobile Internet finance. The market-oriented interest rate reform policy can alleviate the decline of commercial banks' performance under the impact and promote the improvement of banks' performance. This proves that the early national policy of interest rate marketization (IRM) has achieved results in promoting the liberalization of the financial industry. The policy of IRM adopted by the country can enhance the ability of large commercial banks to dispose of the challenges of mobile Internet finance.
  Keywords: mobile internet finance; commercial banks; interest rate marketization; bank performance.
  DOI: 10.1504/IJMC.2024.10054475
   
  
• FPGA Design and Implementation of an Efficient FIR Adaptive Filter by adopting CSD based Approximate Distributed Arithmetic  
  by C.S. Vinitha 
  Abstract: An effective approximate distributed arithmetic (DA) architecture is proposed for adaptive finite impulse response (FIR) filters. The approximate DA architecture is combined with canonical signed digit (CSD) number representation, which is used for reducing the partial products. Additionally, the partial products are added using the Wallace tree adder, which further helps to increase the speed and reduce the filter complexity. The proposed design is encoded in VHDL that are simulated, synthesized and implemented in MATLAB and Xilinx field-programmable gate arrays (FPGA) unit to evaluate the hardware complexity of the filter. The proposed adaptive filter’s hardware efficiency in terms of number of slices utilized is 40% less than booth algorithm, and 62% less than basic DA-based adaptive filter. Also, the total power consumption is 20%, 28% and 30% less than booth algorithm, NLMS and DA based filter respectively. This filter operates at higher frequency compared to its previous filter designs.
  Keywords: LMS adaptive filter; approximate computing; DA computation; CSD representation; Wallace tree accumulation; FIR filter.
  DOI: 10.1504/IJMC.2024.10054843
   
  
• Optimal Power and Resource Allocation For 5G Oriented system using a Hybridized Whale and Hosted Cuckoo (Hyb-WHC) Optimization Algorithm  
  by Deepa Palani, Merline Arulraj 
  Abstract: The fifth generation (5G) systems have greater requirements for data speeds, minimum latency, and low connection density. In hybrid MC-NOMA system, the optimal resource allocation is more challenging to achieve the commitment of energy efficiency (EE) and spectral efficiency (SE) with minimal user rate requirement. Therefore, in this manuscript, the optimal power and resource allocation for 5G oriented system using a hybrid whale and hosted cuckoo (Hyb-WHC) optimisation algorithm is proposed for solving EE resource allocation problems under MC-NOMA system. Here, the hybridised whale and hosted cuckoo (Hyb-WHC) optimisation algorithm distributes power to every network. Then the distributed power of every channel is allocated to the multiplexed users depends on their individual channel gains. The proposed approach is activated in MATLAB and its performance is compared with existing approaches, such as optimal resource allocation using lion algorithm with probabilistic mating (MC-NOMA-LAPM) and traditional fractional power allocation method (MC-NOMA-FTPA).
  Keywords: Hyb-WHC optimisation; hybrid multi-carrier non-orthogonal multiple accesses; user grouping; power distribution; choice of multiple accesses; sum rate.
  DOI: 10.1504/IJMC.2024.10055352
   
  
• Factors affecting the Online Social Shopping Intention of Adolescents in Taiwan - An Extension of Technology Acceptance Model  
  by Li-Min Chuang, Hsiu-Hao Liu, Ming-Shien Kuo 
  Abstract: Previous TAM studies regarding online shopping mainly focused on website quality, brand reputation or trust, and have not applied this model to social media. Therefore, this study is expected to add different constructs into the research model. As adolescents are one of the main groups using community websites and social media, this study explores adolescents’ online social shopping intention with an extension of the technology acceptance model. The 385 valid questionnaires was analysed and verified by structural equation modelling, and the results show that social presence, trust, and perceived enjoyment can have a positive impact on attitude through perceived usefulness and perceived ease of use, and attitude can have a positive impact on intention. The results of this study extend the explanatory power of TAM regarding the online social shopping of adolescents.
  Keywords: online social shopping; technology acceptance model; TAM; social presence; trust; perceived enjoyment; Taiwan.
  DOI: 10.1504/IJMC.2024.10055353
   
  
• CHANGES IN CONSUMERS' MOBILE PAYMENT BEHAVIOUR DURING THE COVID-19 PANDEMIC: A STIMULUS-ORGANISM-RESPONSE MODEL PERSPECTIVE  
  by Umut Unal, Mertcan Tascioglu, Dursun Yener 
  Abstract: Mobile payment (m-payment) emerged as an alternative payment method, especially after smartphones’ rapid development and spread in the last decade. The convenience, efficiency, and ubiquity it provides made m-payment preferable over traditional payment methods. However, the COVID-19 pandemic has highlighted the importance of m-payment’s another feature: its contact-free nature. Due to the pandemic, people want to avoid contact with others as much as possible. Consequently, consumers associate m-payment with certain benefits because it provides a shopping experience with minimal or no contact. The purpose of this paper is to analyse how consumers’ m-payment intentions during the pandemic are affected by these perceived benefits. The factors affecting these benefits are also examined. The research reveals insightful results indicating that consumers’ perceived hedonic, utilitarian, and relative benefits are positively related to their intention to use m-payment while perceived novelty, perceived compatibility, performance expectancy, and social influence affect the perception of these benefits.
  Keywords: mobile payment; m-payment; stimulus-organism-response; S-O-R; COVID-19; hedonic benefit; utilitarian benefit; relative benefit.
  DOI: 10.1504/IJMC.2024.10055717
   
  
• The Influence of Mobile App Design on Emotions Leads to Purchase Intention for Risk Avoidance Cultures  
  by Chaudhry Muhammad Nadeem Faisal, Simra Shahid, Javier De Andres-Suarez, Martin Gonzalez-Rodriguez, Daniel Fernandez-Lanvin 
  Abstract: In the current competitive environment, retailers should focus more on customers’ experiences and perceptions while designing interactive interfaces to evoke positive emotions. Improving user experiences by refining design strategies is considered a successful business strategy. This is because customers’ perceptions and related experiences influence the utilisation behaviour and purchase intention. Therefore, this study intends to explore the effect of design characteristics on emotions leading to purchase intention. An experimental prototype of an online ticket booking is developed to collect the data for validation of the intended objective. The collected data is analysed using partial-least-squares, a structural equation modelling technique. The results provide partial support for the proposed hypotheses. Accordingly, animation, colour, and transition are observed to be associated with positive emotions, while font and aesthetic graphics are determined as strong indicators of negative emotions. However, hierarchy and control were more crucial for positive (and negative) emotions. Lastly, positive and negative emotions contribute to changing the purchase intention.
  Keywords: e-commerce; emotions; navigation design; usability; visual design; purchase intention.
  DOI: 10.1504/IJMC.2024.10055718
   
  
• Ambidexterity Capacity, Absorptive Capacity, and Business Performance of Taiwan’s Communication Information Companies  
  by Wei-Chuan Wang  
  Abstract: Based on the view of absorptive capacity, this study constructs a dynamic theoretical framework of resource investment, ambidexterity capacity, and business performance. The data of Taiwan's listed and OTC communication information companies are used to examine the correlation between the ambidexterity capacity and business performance, as well as its moderating effect. The results show that R&D expenses are negatively related to business performance. Moreover, the correlation between R&D capacities and business performance -influenced by the strong absorptive capacities of marketing investment and strong application capacities - turns from significantly negative to significantly positive adaptive. The theoretical contribution of this study is the discussion of the influence of resource investment on the constitution of ambidexterity capacity and the moderating role of ambidexterity capacity between resource investment and business performance; in the practical aspect, this study provides an operational analysis framework for the industry to test the effectiveness of resource allocation.
  Keywords: Ambidexterity capacity; absorptive capacity; business performance.
  DOI: 10.1504/IJMC.2024.10055978
   
  
• EXAMINATION OF THE ANTECEDENTS AND CONSEQUENCES OF CONSUMERS’ ATTITUDES TOWARDS MOBILE ADVERTISING  
  by Sinem Sargın, Leyla Leblebici Koçer 
  Abstract: Mobile advertising is a form of advertising that has evolved in parallel with advances in digital technology. This study aims to investigate the causes and effects of consumer attitudes regarding mobile advertising. An online survey method was applied on 431 people in Turkey, who were chosen by the convenience sampling method . Structural equation modeling was used to analyze the data. The study's findings reveal that affinity for technology impacts both attitudinal and action digital readiness. Furthermore, whereas digital readiness affects perceived risk, it does not affect perceived utility. Additionally, the results show that action digital readiness affects perceived utility but not perceived risk. Both perceived utility and perceived risk, on the other hand, have a significant impact on attitudes towards mobile advertising. Attitude towards mobile advertisings strongly impacts entertainment and purchase intention for mobile advertisings; additionally, entertainment has a significant impact on the purchase intention towards mobile advertising.
  Keywords: Affinity for Technology; Digital Readiness; Perceived Utility; Perceived Risk; Attitude towards Mobile Advertising; Entertainment; Purchase Intention towards Mobile Advertising.
  DOI: 10.1504/IJMC.2024.10056285
   
  
• Exploring users’ behavioral responses to social comparison on social media: the mediating roles of envy and fatigue  
  by Bao Dai, Lingling Yu, Ying Chen 
  Abstract: Social comparison on social media has become a pervasive phenomenon. Prior studies mainly examined the effects of social comparison on users’ cognitive and affective responses. The present study aims to uncover the influencing mechanism of social comparison on social media on users’ behavioural responses. Based on the stressor-strain-outcome (S-S-O) model, this study proposes a research model to investigate the effects of social media users’ social comparison on their behavioural responses (i.e., discontinuance and information avoidance) through the mediating roles of negative emotions (i.e., envy and fatigue). The model is tested using 353 valid data from WeChat users in China. Results show that social comparison on social media is a significant driver of envy and fatigue, and the impact of social comparison on envy is greater than that on fatigue. In addition, envy and fatigue have strong effects on social media users’ discontinuance and information avoidance. This study theoretically and empirically explains the negative consequences of social comparison, advancing our understanding of the dark side of social media use and expanding the relevant research.
  Keywords: social media; social comparison; envy; fatigue; information avoidance; discontinuance; stressor-strain-outcome model.
  DOI: 10.1504/IJMC.2024.10056288
   
  
• Learning the usage intention of robo-advisors in fin-tech services: Implications for customer education  
  by Chieh-Peng Lin, Hui-Ting Chan 
  Abstract: Drawing on MOA framework, this study establishes a research model that explains the usage intention of robo-advisors. In the model, three predictors that consist of technology relative advantage, technology herding, and technology familiarity influence usage intention of robo-advisors directly and indirectly via the partial mediation of trust. At the same time, the effects of the three predictors on trust are hypothetically moderated by learning goal orientation and perceived performance risk respectively. Statistical analyses are provided using the data of working professionals from insurance industry in Taiwan. Based on its empirical findings, this study discusses important theoretical and practical implications.
  Keywords: consumer education; technology relative advantage; technology herding; learning goal orientation; perceived performance risk.
  DOI: 10.1504/IJMC.2024.10056373
   
  
• Factors Affecting the Intention to Continue to Visit a Virtual World Metaverse  
  by Kyunghwa Hwang, Ohbyung Kwon 
  Abstract: A metaverse is a virtual shared space connected to the real world, an alternate reality that enables economic activities, exchanges, and transactions as well as formation of relationships between user avatars and non-player characters (NPCs). Initial experiences of the metaverse were not very satisfactory; new virtual world metaverses may or may not survive as information services or platforms. The purpose of this empirical study is to identify the characteristics of a virtual world metaverse and their effects on intention to continue usage of the platform. Considering the metaverse as a new type of user experience and a powerful mode of communication, we examine the mediating role of these characteristics according to Pine and Gilmore’s (1998) experience economy theory, which enriches our understanding of the factors affecting the success of a metaverse. In addition, since social interaction is important in metaverses, we extend Pine and Gilmore’s experience economy model by including Schmitt’s (2011) relate experience for better understanding.
  Keywords: virtual world metaverse; relate experience; continuance intention; empirical study.
  DOI: 10.1504/IJMC.2024.10056595
   
  
• What drives mobile game stickiness and in-game purchase intention? based on the uses and gratifications theory  
  by Maomao Chi, Yunran Wang, Haiyan Ma, Min Zhou 
  Abstract: Despite the considerable growth potential predicted for mobile games, little research explored what motivates users to be sticky and make purchases in the mobile game context. Drawing on uses and gratifications theory (UGT), this study evaluates the influencing effects of players’ characteristics (i.e., individual gratification and individual situation) and the mobile game structure (i.e., presence and governance) on players’ mobile game behaviour (i.e., stickiness and purchase intention). Specifically, the model was extended with factors of the individual situation and governance. After surveying 439 samples, the research model was examined using the Partial least squares structural equation modelling (PLS-SEM) approach. The results indicate that stickiness is a crucial antecedent for users’ in-game purchase intention. The individual situation plays an essential role in influencing user gratification, and individual gratification is the most vital criterion affecting stickiness. Finally, except for incentives, presence, and integration positively affect stickiness. This study provides further insights into both mobile game design and governance strategies.
  Keywords: mobile games; uses and gratifications theory; UGT; stickiness; purchase intention.
  DOI: 10.1504/IJMC.2024.10057101
   
  
• Factors affecting consumers’ reuse of online food delivery services during the Coronavirus-19 pandemic  
  by Hung-Chou Lin, Edward Wang, Yu-Ting Liao 
  Abstract: The global spread of coronavirus (COVID)-19 has affected numerous service industries because of social distancing requirements. In this study, we developed a model integrating the health belief model and protection motivation theory to understand the facilitators and limiting factors that affect people’s reuse of online food delivery services (OFDSs). A total of 403 OFDS consumers volunteered to participate in this study. Structural equation modelling was applied to analyse a conceptual model. The results revealed that perceived severity of COVID-19 and perceived vulnerability to contracting COVID-19 positively affected perceived threat of dining out, which then affected OFDS reuse. Perceived response efficacy, perceived response cost, and perceived self-efficacy mediated the influences of the perceived general benefits of and general barriers to OFDS reuse. Both the theoretical and practical implications of this study can support food service marketers in managing service situations requiring social distancing.
  Keywords: health belief model; HBM; protection motivation theory; PMT; online food delivery services; OFDSs.
  DOI: 10.1504/IJMC.2024.10057884
   
  
• What influences our recall of the use of social media and smartphones An exploratory study based on a sample of Chinese iPhone users  
  by Gefei Li, Qinyu E, Jialong Li, Xia Li 
  Abstract: Self-estimation of technology use is commonly applied in examining people’s daily behaviour on social media. However, it has been criticised that retrospective self-estimation of social media use is inaccurate. This study investigates possible factors that might influence the recalling accuracy of social media and smartphone use. By comparing self-report data of social media and overall smartphone use with Screen Time data from a sample of 315 Chinese iPhone users, we find that the estimated usage is only moderately correlated with the actual usage. The longer time spent on social media or smartphones, the more inaccurate the self-report data would be. Several psychological factors are evidenced to be correlated with the inaccuracy of recall: loneliness is positively correlated with the discrepancies between estimated and actual use of social media. Respondents who report a higher level of loneliness are more likely to overestimate their social media use. Life satisfaction is negatively associated with the discrepancies between estimated and reported actual use of both social media and smartphones. Respondents who report a higher level of life satisfaction are less likely to underreport their overall smartphone use.
  Keywords: recalling accuracy; self-report measurement; digital technology; smartphone; social media.
  DOI: 10.1504/IJMC.2024.10058196
   
  
• Political connections and firm’s performance: evidence from mobile industry in Indonesia  
  by Arniati Arniati, An An Chiu, Shaio Yan Huang, Ching-Wen Lin 
  Abstract: This study investigates whether political connections in mobile industry associated with performance. Mobile industry is a restricted business in Indonesia, where rules for business entry and business operations are abundant, such as operational licenses, tariff and implementation policies. The study expects that mobile firms with political connections perform well than those without political connections. The results indicate the different impacts of political connections on firm performance, measured by ROA and Tobin’s Q. The study also finds different results in political connections and performances on a family-owned mobile company and a non-family-owned mobile company, including SOE. Moreover, the study investigates different forms of political connections including companies, government or military, politicians, and parliament. The study suggests that the multiple political connection types have different effects on firm performances.
  Keywords: political connections; mobile industry; military connection; government authority connection; parliament connection; performance.
  DOI: 10.1504/IJMC.2024.10059636
   
  
• The Impact of Perceived Value and Trust on Mobile Payment Reuse Intention: The Mediating Role of User Satisfaction
  by Jhong-Min Yang 
  Abstract: Although m-payment usage in Taiwan has expanded year after year, research on reuse intention appears to be limited. According to this study, perceived convenience, perceived benefit, and perceived mobility will continue to produce perceived value, affecting user satisfaction and eventually deciding to continue using. Online, 326 valid samples were obtained. According to the findings of the measurement model analysis and structural model analysis of structural equation modelling, user satisfaction has a full mediation impact between perceived value and intention to reuse, as well as between trust and intention to reuse MP. The comprehensive findings and academic and practical consequences are reported at the end of this work.
  Keywords: mobile payment; user satisfaction; perceived value; trust; social influence.
  DOI: 10.1504/IJMC.2025.10060676
   
  
• How to measure customers perceived service quality of smart restaurants?
  by Ching-Chan Cheng, MIng-Chun Tsai, Ya-Yuan Chang, Cheng-Ta Chen 
  Abstract: Smart restaurants are a new type of restaurant that can be applied to restaurant halls and kitchens through the use of the Internet of Things and communication technology, which can be used to reduce the service contact between service staff and customers during COVID-19. Effective evaluation of the service quality of various restaurants is a primary task for the restaurant industry, but previous restaurant service quality scales cannot fully measure the service quality of smart restaurants. Based on the above reasons, this study developed a smart restaurant service quality scale (SRSERV scale) through rigorous research procedures. The SRSERV scale had considerate service, responsiveness, fun and novelty, reliability, service efficacy, and empathy dimensions, with a total of 30 items. The implications of these dimensions were fully discussed in this study. The SRSERV scale could allow smart restaurant operators to accurately measure the service quality of smart restaurants to improve service quality.
  Keywords: smart restaurant; service quality; service quality scale.
  DOI: 10.1504/IJMC.2025.10060709