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The purpose of this study was to investigate the relationship between consumers' perceived media characteristics, telepresence, attitudes and adoption intention towards augmented reality (AR)-based virtual fitting rooms (VFRs). Additionally, the mediating effect of telepresence was examined.

Data were collected from 352 university students and analysed using structural equation modelling.

Empirical results suggest significant positive influences of media characteristics, including perceived interactivity and augmentation, on telepresence, which, in turn, influenced attitudes and adoption intention towards AR-based VFRs. Also, telepresence mediated the relationship between media characteristics and consumers' attitudes.

Data for this study were collected based on the subjects' one-time experience with a particular AR-based VFR. Therefore, the generalisation of the findings may be limited.

An important implication is that the enhancement of rendering interactive and augmented features is crucial for adoption of AR-based VFRs considering the key role of interactivity and augmentation in inducing telepresence, attitudes and adoption intention.

The paper empirically tested the importance of unique media characteristics, telepresence and attitudes in consumers' adoption of AR-based VFRs through the lens of the theory of interactive media effects.

This paper aims to explore how the effect of knowledge sharing through mergers and acquisitions (M&As) on new product development (NPD) performance is contingent upon two different types of control mechanisms: behavior control and outcome control.

Leveraging the theory from transaction cost economics, this study provides answers regarding the roles of behavior and outcome controls. The hypotheses were tested empirically across a sample of 143 UK cross-border M&A firms.

The results provide the increasing call for an integrative perspective and theory in the M&A literature in that knowledge sharing through M&As is deemed decisive for NPD performance, and while both control mechanisms are effective, behavior control is more effective in enhancing NPD performance than outcome control.

The relevant M&A studies lack insights into the use of control mechanisms as a way to monitor the target firm’s behavior and performance and reduce the risk of its opportunistic behavior. Appreciating the need for M&A literature that elaborates control strategy and structure, this study incorporates behavior control and outcome control into M&A mechanisms.

Despite the potential of virtual fitting rooms (VFRs) to enhance the consumer experience, their adoption is in the preliminary stages. Little is known about inherent reasons why consumers would adopt VFRs. As consumers' attributional processes can be influenced by their enduring chronic traits, this study aims to investigate the influence of chronic regulatory focus on consumers' VFR adoptions via consumers' perceptions of value provided by VFRs. Additionally, the mediating effects of perceived functional and experiential values were examined. Further, the moderating effect of prior VFR experience was tested to allow for variations in consumer experiences.

Data were collected via an online survey of 480 consumers who have at least heard of VFRs via convenience sampling. Established measures were utilized to develop the survey questionnaire. Data were analysed using structural equation modelling to test the main model with mediation effects as well as multi-group comparisons to test the moderating effect.

Empirical results revealed that respective chronic regulatory foci, as preconceived factors that drive consumers' differences in processing, exerted significant influences on consumers' perceptions of VFRs, which, in turn, positively influenced their adoption intention. Also, perceived values mediated the relationship between regulatory foci and consumers' adoption intention. Further, prior VFR experience moderated the relationship between regulatory focus and perceived value.

The paper empirically tested the importance of chronic regulatory foci in understanding consumers' cognitive and affective attributional processes, explaining inherent psychological reasons why consumers would (not) adopt VFRs.

The purpose of this paper is to explore and examine the different word-of-mouth (WOM) acceptance and diffusion in social brand communities according to the level of self-monitoring.

A web-based experimental design was used. The design consisted of three-mixed design of 2 (type of social networking sites) × 2 (type of online brand communities) × 2 (self-monitoring). ANOVA analysis was conducted.

Findings indicate that the differences in acceptance and diffusion of WOM according to online brand community type, and there was a significant three-way interaction effect. Specifically, people who have high propensity to self-monitor showed greater WOM acceptance in a consumer-driven community in either type of social networking sites while people who have low propensity to self-monitor showed greater WOM diffusion in a consumer-driven community only in interest-based social networking sites.

An important implication is that the social networking sites where brand communities can be placed should be chosen with the full consideration of different desires consumers have in terms of their level of self-monitoring to increase WOM effects.

This paper proposes the self-monitoring tendency as the key factor that predicts WOM effects with revealing the optimal combination of types of social networking sites and online brand communities that is most preferable for consumers with different self-monitoring level.

The purpose of this study is to determine the influence of technology visibility and subsequent perceptions of VFRs on consumers' intention to adopt VFRs in the online shopping context. A cross-cultural comparison was conducted to examine the different relationships among technology visibility, consumer perceptions and adoption intentions between the Chinese and Korean consumers.

Data were collected from 306 Chinese and 324 Korean consumers. The data were empirically analysed using structural equation modelling as well as multi-group comparisons.

Empirical results suggest significant influence of technology visibility on consumers' experiential and functional perceptions towards VFRs and accordingly on their adoption intention towards VFRs. Significant differences were also revealed between the Chinese and Korean consumers in their adoption behaviours towards VFRs.

The comparison was only conducted between the Chinese and Korean consumers. If two countries from two dramatically different cultures were compared, the results might be more significant.

An important implication is that enhancement of visibility is crucial for technology adoption considering its importance in shaping consumers' perceptions towards the technology.

The paper empirically tested the importance of technology visibility in consumers' new technology adoption in the VFR context from a cross-cultural perspective.

Green supplier selection (GSS) is acknowledged as important governance in green supply chain management (GSCM). However, this paper argues that GSS is not a stand-alone GSCM governance mode that determines manufacturers' environmental performance but rather one that needs to be aligned with contractual governance, particularly contractual control and adaptation, to promote environmental performance effects. This paper adopts GSS as ex ante governance and introduces behavior and outcome controls as ex post contractual control and adaptation, respectively. Thus, this paper addresses how GSS affects environmental performance directly and indirectly through behavior and outcome controls within transaction cost economics (TCE) theory.

This research model was tested on 300 Chinese manufacturing firms, and multiple regression analysis was used to validate our hypotheses.

A direct relationship was observed between GSS and environmental performance. This direct relationship is positively mediated by behavior and outcome controls.

This paper develops and elucidates an integrative green supply chain process proceeding from the implementation of ex ante GSS and ex post contractual governance to the realization of environmental performance. Furthermore, this paper considers two different forms of contractual governance, specifically contractual control and adaptation, and explains how they can be implemented using behavior and outcome controls from the perspective of TCE theory.

The study aims to explore the conditional relationships between product modularization and new product development (NPD) efficiency. It is postulated that R&D outsourcing plays an important mediating role. Furthermore, the level of competency trust is considered an essential factor in moderating the indirect effect of product modularization on NPD efficiency via R&D outsourcing practices.

Drawing on transaction cost economics theory, this study suggests a moderated mediation model that addresses how product modularization effectively promotes NPD efficiency via outsourcing practices. The hierarchical regression and PROCESS macro model were conducted to test the hypotheses based on survey data from 273 manufacturing firms in China.

Product modularization enhances NPD efficiency directly and indirectly through the external collaboration of R&D outsourcing. Furthermore, the role of product modularization in R&D outsourcing practices is more effective when the competency trust in R&D outsourcing partners is high.

By showing the critical role of external collaboration, this study provides valuable insights into how manufacturing firms utilize product modularization to achieve desired NPD performance more effectively.

Leveraging theory from the dynamic capability literature, this study aims to explore how information technology (IT) capability influences firm agility and subsequently translates into firm performance.

This study examines the proposed relationships by using survey data from a sample of 296 Chinese retail firms. Structural equation modeling is used to test this study’s hypotheses.

The following results are produced: the direct effect of IT capability on firm agility is confirmed; firm agility has a direct impact on firm performance; and the indirect effect of IT capability on firm performance via firm agility is demonstrated (i.e. partial mediation).

The catastrophic outbreak of the COVID-19 pandemic has heightened the importance of firm agility more than ever. Although the traumatic event is painful, however, there is nothing like a crisis to offer a tremendous business opportunity. In response to the pandemic circumstance, firms are required to operate their business by reacting to unpredictable and dynamic market changes quickly and efficiently. This study sheds light on why firms should develop their IT capability and how it affects firm performance via firm agility during the COVID-19 outbreak.

This study provides an integrative model that facilitates green product innovation (GPI) by adopting dynamic capabilities theory and the motivation-opportunity-ability (MOA) framework. Drawing on dynamic capabilities theory, this study emphasizes green supply chain integration (GSCI), consisting of internal and external integration, as a dynamic capability that drives GPI. Moreover, this study analyzes the environmental conditions that benefit the development of dynamic capabilities using the MOA framework and focuses specifically on government support (GS) and market greenness (MG) as precursors to GSCI.

Survey data were collected from 300 Chinese manufacturing firms. The proposed hypotheses were tested using hierarchical multiple regression analysis.

The regression analysis reveals that (1) GS and MG positively affect both internal and external integration and (2) internal and external integration positively affect GPI.

In explicating a model of GPI, this study extends the theoretical lens of dynamic capabilities beyond the intraorganizational level to the supply chain level. Moreover, this study enhances the understanding of dynamic capability development by considering the environmental conditions that represent motivation- and opportunity-based drivers of GSCI.

The purpose of this paper is to explore and examine the relative impact of product and channel attributes on luxury product shopping in the multi-channel environment.

A D-optimal discrete choice conjoint design was used. The data were analysed using a multinomial logit model and desirability indices.

Findings indicate that low price was the most important factor that influenced young consumers' preferences. After price, young luxury consumers placed a greater importance on channel attributes such as human-assisted service and virtual fitting rooms.

The sample consisted of young consumers in their 20s and 30s, who utilise both online and offline channels. Hence, the income level was relatively low. Also, the results cannot be generalised to all luxury consumers.

Providing preferable channel attributes is more crucial to young luxury fashion shoppers than focusing on improving product attributes, with the exception of price.

The paper proposes the optimal combination of key product and channel attributes that is most preferable to young luxury fashion consumers in the multi-channel environment.