The Acceptance Behavior of New Media Entertainment Among Older Adults: Living Arrangement as a Mediator

How consumer behaviours changed in response to COVID-19 lockdown stringency measures: A case study of Walmart

Walmart is a major player in the US retail sector and was one of the grocery corporations that bucked the trend of declining retail sales at the start of the COVID-19 pandemic in 2020. Particularly in the initial stages of the pandemic, governance priorities focussed on restricting the movement of people and closing non-essential retailers and service providers to slow the spread of the virus and keep people safe. This paper investigates the impact of non-pharmaceutical interventions, in the form of lockdown stringency measures, on consumer purchasing behaviours for essential goods over the onset of the pandemic. Focussing on both instore and online sales outcomes for Walmart in the US, we examine changes between pre-pandemic trends in two different sales outcomes, sales transactions and total spend, and trends in 2020. We then employ a series of multi-level regression models to estimate the impact that imposed stringency measures had on these sales outcomes, at both national and state level. Results indicate that nationally consumers were making fewer, larger physical shopping trips and huge increases in online sales was seen ubiquitously across the country. Novel and expansive insights from such a wide-spread retailer, such as Walmart, can help retailers, stakeholders and policy makers understand changing consumption trends to inform business strategies and resilience planning for the future. Furthermore, this study highlighted the value of examining spatial trends in sales outcomes and hopes to influence greater consideration of this in future research.

What do users care about? Research on user behavior of mobile interactive video advertising

Mobile interactive video advertising is a relatively new type of media. A combination of interactivity and narrative is used to tell the video story to the audience. This study studied in three steps on mobile interactive video advertising to determine the design basis that should be paid attention to. Firstly, the research framework is proposed through expert interview and qualitative coding of the interview text. Secondly, research samples are made through surveys and conference discussions. The samples were designed into 30 types containing various interactive narrative and involvement. Finally, the qualitative results are verified in a quantitative way. The results show that in order to improve the audience's purchase intention, more attention should be paid to interactive narrative, subjective video quality assessment, immersion, satisfaction, and product involvement.

Technology Adoption in the Digital Entertainment Industry during the COVID-19 Pandemic: An Extended UTAUT2 Model for Online Theater Streaming

While the digitalization of products and services in the entertainment industry has gained momentum in the last decades, online theater streaming is a relatively new phenomenon boosted by the COVID-19 restrictions, which created new market opportunities—and demand—for theaters’ online presence. This study investigates a new online platform providing theater streaming services in Hungary from a customer-centric, technology acceptance point of view. The survey-based study is designed to examine which factors of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model are—and were—relevant in the under-researched live performance art sector of the digital entertainment industry under the unprecedented, coercive conditions of pandemic lockdowns. The results of the partial least squares structural equation modeling (PLS-SEM) show that habit is the most influential factor of theater webcasting adoption (before hedonic motivations and price value), suggesting that the new habits formed during the COVID-19 lockdowns might serve as a basis of a sustainable digital business model for theatres in the post-pandemic era as well. The analysis also tested for potential generational differences between cohorts of users, finding no significant ones, which suggests that, under this specific set of social, technology and market conditions, all generations react similarly and are equally relevant for widening the customer base. Keeping in mind some limitations (self-reported and cross-sectional data), these empirical results can not only enrich the scientific body of knowledge but can also serve as the basis of future marketing and communication strategies developed by partitioners.

Online consumer resilience during a pandemic: An exploratory study of e-commerce behavior before, during and after a COVID-19 lockdown

The COVID-19 pandemic has disrupted retail and accelerated the trend towards electronic commerce. This study explores the reasons for and the implications of this shift. Our study builds on the consumer behavior literature, emerging COVID-19 research, and the environmentally imposed constraints perspective to describe how online purchasing behavior evolved during the COVID-19 crisis. The objective is to better understand how consumers use e-commerce to react to, cope with and adapt to periods of environmentally imposed constraints. Based on multiple sources including transaction and search data from a major French online retailer, we describe how consumer behavior evolves during such stressful life events as COVID-19. Our results support the usefulness of the multi-perspective react-cope-adapt framework of constrained consumer behavior in an online environment.