The relationship between 5G technology affordances, consumption values, trust and intentions: An exploration using the TCV and S-O-R paradigm

Effect of social influence, environmental awareness, and safety affordance on actual use of 5G technologies among Chinese students

5G technology continues to evolve, and its potential to revolutionize various aspects of society is becoming increasingly evident. However, the successful adoption and utilization of 5G technology depends on various factors, particularly among consumers expected to be early adopters and critical drivers of technological advancements. This study investigates the effect of social influence, environmental awareness, and safety affordance on Chinese university students' actual use of 5G (AU5G) technologies. It also analyzed the mediating role of trustworthiness and intention to use 5G (ITU5G) between them and the moderating role of facilitation conditions between trustworthiness and ITU5G. Data was collected from university students (n = 364) in Beijing and was examined employing the structural equation modelling (SEM) approach. The outcomes confirm that trustworthiness and ITU5G significantly mediate the relationship between social influence, environmental awareness, and safety affordance on AU5G technologies among Chinese students. Further, the supportive facilitation conditions strengthen the relationship between trustworthiness and ITU5G. These findings are backed by UTAUT2 models that support the technology acceptance and adoption among the users. The study outcomes can help policymakers design strategies to address potential barriers and encourage greater uptake of 5G services among university students.

Virtual idol marketing: Benefits, risks, and an integrated framework of the emerging marketing field

The marketing practice involved with virtual idols became popular, leading to the emergence of virtual idol marketing. However, there is a lack of scientific understanding of this emerging marketing field. To promote a fundamental understanding of virtual idol marketing, this study clarifies the conceptual boundary of virtual idols and provides meaningful insights into the definitions, benefits, and risks of virtual idol marketing. On this basis, this study further proposes an integrated framework established on the existing theories and research to explain the potential working mechanism of virtual idol marketing. This study can increase the accumulation of knowledge in the emerging field of virtual idol marketing, provide inspiration and decision-making assistance for brands to build connections with young consumers, especially Generation Z, and provide an avenue for future research in the field of virtual idol marketing.