Tat-Huei Cham

• PhD (Business and Service Marketing), MA (Management Studies), MBA, BBA (Hons) Entrepreneurship
• Professor at UCSI University

Purpose This study aims to look into the role of gamification as an effective marketing tool to engage with consumers and influence purchase behaviours. As there are a plethora of gamified elements, it is crucial to determine which of them can significantly facilitate consumer purchase behaviour. Therefore, a unique stimulus–organism–response (SOR)...

Purpose With an emphasis on the moderating impact of trust, this study examines determinants influencing the purchase intentions of young consumers in augmented reality (AR) shopping platforms. This research study aims to pinpoint essential elements, including the enjoyment dimensions (i.e. entertainment, visual appeal and hedonic component) and pr...

The study investigates the factors influencing young Chinese consumers’ intention to consume green food. This study combined the Theory of Planned Behaviour and the Normative activation model theory to determine whether green self-identify (GSI), awareness of environmental consequences (AEC), and subjective norms (SN) are related to green food cons...

Purpose In recent years, hybrid work has become a new working model. Using the job demands-resources, the conservation of resources and social role theories, we investigate gender disparities in the impact of social support at work and perceived organisational support on shaping various aspects of the hybrid work experience. We further explore whet...

Purpose The purpose of this study is to investigate the factors that influence customers’ green consumption intention by integrating social cognitive theory (SCT) and the cognitive affective conative (CAC) framework. Design/methodology/approach Survey questionnaire was employed to collect data. Then, this study adopts artificial neural network (AN...

Purpose The launch of ChatGPT has brought the large language model (LLM)-based generative artificial intelligence (GAI) into the spotlight, triggering the interests of various stakeholders to seize the possible opportunities implicated by it. Nevertheless, there are also challenges that the stakeholders should observe when they are considering the...

The prevalence of ChatGPT (and generative artificial intelligence in general) has precipitated a paradigm shift in diverse industries, including tourism and hospitality. ChatGPT revolutionalises all business functions (from marketing to operations), empowering tourism and hospitality organisations to transform and innovate their business models. Th...

Artificial intelligence (AI) continues to transform the hospitality industry. While adopting AI can lead to employee anxiety, less is known about how these affected employees can benefit and become more competitive. This study advances the challenge-hindrance framework in the AI context to investigate how employees respond to the advances of these...

Online shopping behaviour has undergone a metamorphosis due to new technological advancements. With the increasing popularity and dominance of e-commerce sites, the factors influencing an enhanced shopping experience, including high impulse buying tendencies, have evolved significantly. Recent studies have pointed out a lack of clarity in understan...

Purpose Since its inception, ChatGPT has been disruptively transforming how businesses operate along the whole value chain. The service sector is no exception from these technological advances. Given its potential and significance, five major areas whereby ChatGPT has great potential in services management are identified and discussed in terms of o...

Purpose The overarching goal of the study was to formulate an integrated research model to empirically demonstrate the complex interplay between heuristics, project characteristics, information system usage quality, empathy, and mindfulness in predicting users'/donors' donation behaviour and well-being in the context of donation-based crowdfunding...

With the growing awareness of environmental issues available across various media platforms, consumers, particularly the younger generation, are more conscious of their consumption and its impact on the environment. This trend can be observed in the surging demand for environmentally friendly and animal-test-free products on the market. However, de...

The emergence and popularity of e-commerce have led to a significant shift in the way consumers purchase products and services, and Generation Z (Gen Z) are playing a key role in driving this trend. In Malaysia, the tourism industry has benefited from the growth of e-commerce platforms such as Agoda, Expedia, Klook, and Airbnb. This study examines...

This study investigates the relationship between Employee-Centred Corporate Social Responsibility (ECCSR) and organisational resilience, focusing on empirically validating the mediating effects through rigorous model comparison approach to enhance the robustness of the findings. Non-probability approach, specifically purposive sampling was employed...

Retailers are increasingly looking at leveraging new digital platforms like livestream commerce to generate quick or impulsive purchases in order to survive the intense competition and discover effective alternative ways to boost their profits. Impulsive purchases by consumers make up a significant portion of the overall consumer market and are a k...

In this editorial, we delve into the ever-evolving landscape of digital consumer culture and interactive marketing, spotlighting emerging trends, challenges, and opportunities that shape the future of this dynamic field. We contend that the ascent of digital technologies has fundamentally transformed the way consumers engage with brands, products,...

Purpose – Since its inception, ChatGPT has been disruptively transforming how businesses operate along the whole value chain. The service sector is no exception from these technological advances. Given its potential and significance, five major areas whereby ChatGPT has great potential in services management are identified and discussed in terms of...

Purpose The main aim of this study is to examine the effect of virtual store atmospheric factors on impulsive purchasing in the metaverse context. Design/methodology/approach Grounded in purposive sampling, 451 individuals with previous metaverse experience were recruited to accomplish the objectives of this research. Next, to identify both linear...

Purpose This research investigates the mechanism by which big data capability enables superior supply chain resilience (SCRe) by empirically examining the links among big data analytics (BDA), supply chain flexibility (SCF) and SCRe, with innovation-focused complementary assets (CA-I) as the moderator. Design/methodology/approach Extensive surveys...

Purpose This study aims to examine the association between globally responsible leadership (GRL) and pro-environmental behavior (PEB), specifically probing the mediating role of green management initiatives (GMI) in this relationship. Design/methodology/approach This study used a quantitative research design, using survey data from 390 participant...

Consumer boycotts have emerged as a powerful form of consumer activism, allowing individuals to express their discontent and advocate for change through collective purchasing decisions. This paper used a literature review approach to examine the multifaceted nature of boycotts, drawing on diverse theoretical frameworks and related empirical studies...

The study aims to systematically understand Augmented Reality (AR) technology user experience and adoption studies in recent years. AR technology has garnered significant attention due to its technological advancements, diverse application development, and validated use cases. This research utilises citation and structural knowledge analysis throug...

Due to rapid technological advancements, social media platforms have become one of the most significant applications in influencing consumer decisions in this digital era. This study used the Stimulus-Organism-Response (SOR) model as the theoretical foundation to examine the influence of social media advertising based on perceived uniqueness, perce...

Grounded on the S-O-R framework, this paper examines the impact of telepresence, interactivity, and social presence on users’ perceived enjoyment and value co-creation, which in turn, leads to continuous use intention. Moreover, the moderating effect of perceived trust is also examined in the interrelationship between perceived enjoyment, value co-...

The Internet technology adoption, the evolution of social networking technology and its application have emerged as innovative tools to assist online social shopping, particularly among generation Z, who cannot live without social networking sites. This paper investigates the factors influencing Malaysian generation Z consumers’ online social shopp...

With the adverse impact of the COVID-19 pandemic, technology plays a crucial role in the sustainability of businesses. The role of social media and virtual reality technology was discussed, as its capability to act as a business tool to improve business performance. Therefore, this study aims to examine the influence of environmental factors (i.e.,...

Purpose The shortage of organ donors is an under-researched global issue that demands immediate attention. This attention should begin at the government level and related organizations. In Malaysia, the shortage of organ donations has been a pressing issue faced by the Ministry of Health Malaysia (MOH) for a considerable length of time. In reaction...

Statistics from the Companies Commission of Malaysia show that, as of July 2018, a total of 53,285 businesses had registered as online retailers. However, no formal data has been obtained on the engagement of cooperatives in online business. This research aimed to identify the profile of cooperatives in online business, particularly the factors tha...

Purpose Digitalisation is reshaping the learning process, shifting it towards personalisation and online learning, and fuelling the growth of massive open online courses (MOOCs) and micro-credentials. Despite being a popular global trend, limited studies have looked at micro-credentials and their impact on learners' behavioural outcomes. The purpos...

The concept of the metaverse involves creating a fully immersive virtual world that allows users to interact with each other and digital objects in a way that is almost indistinguishable from reality. One of the key areas where the metaverse is expected to have an impact is retailing. Although there have been several studies on the use of the metav...

Purpose Technological advancements have catalyzed disruption in the banking sector. The impact of the metaverse on the banking sector is no exception. In view of this, the current paper aims to provide valuable insights into four key areas (i.e. corporate banking, retail banking, banking employees and public policy) that the metaverse could signifi...

Although live streaming via social media offers consumers real-time shopping experiences and potentially increases sales volume, the intangible values carried by live streaming from the streamer’s perspective are relatively unknown. Building upon the Trust Transfer Theory, this study examined the values behind Instagram live streaming that could po...

Purpose This study aims to investigate how artificial intelligence (AI)-powered smart home devices affect young consumers' requirements for convenience, support, security and monitoring, as well as their ability to advance environmental sustainability. This study also examines the variables that impact users' motivation to use AI-powered smart home...

This study explores how the fear of missing out (FOMO) affects the flow experience, festival satisfaction, and revisitation intention of attendees at a country music festival. Based on the cognitive appraisal theory, the study surveyed 317 participants and found that several factors contribute to the flow experience, which in turn impacts festival...

Purpose This study aims to look into consumers' green consumption intention by incorporating social media exposure, environmental concern and habit into theory of planned behavior (TPB) in the context of China advocating green consumption. Design/methodology/approach Based on the data collected from online survey, this study use partial least squa...

Purpose This study aims to propose and test a research model outlining the chain effects of social media marketing activities (SMMA) on brand equity, encompassing the potential mediators of self-congruity, consumer empowerment and brand experience. Design/methodology/approach An online survey was conducted, and 241 valid responses were acquired. T...

Purpose Since its inception, virtual reality (VR) technologies have been widely applied in the tourism industry, given their competitive advantages in offering users a novel experience that makes an artificial environment or scene feel like the real world. As a result, VR has been reported as a highly sought-after technology, as it can offer a new...

Purpose Ever since its emergence, the metaverse has presented opportunities and disruptions to every stakeholder, including individual users and organizations. This article aims to offer valuable perspectives on six identified critical areas that the metaverse could significantly impact: marketing ethics, marketing communication, relationship marke...

When editing regular and special issues of numerous journals, we have observed several recurring shortcomings in the manuscripts, particularly in relation to methodology. Many of these manuscripts are often found lacking in providing critical methodological information or justifying the use of the selected methods, thus resulting in desk rejection...

Drawing on the conservation of resources theory, this study examines the curvilinear relationship between social workers' meaningful work and work engagement. Data gathered from 223 social workers reveal that the relationship between meaningful work and work engagement showed a U-shaped curve when psychological capital is low. In contrast, this rel...

This study is one of the few studies that aimed to examine, first, the effect of social media usage for news consumption on users’ cognitive notions in terms of focal and affiliate social media trust, and second, the effect of social media trust, news-finds-me perception (NFMP), and fake news’ deception detection self-efficacy (DDSE) on news credib...

Recently, lifestyle-sharing mobile social networking sites (m-SNS) are becoming more and more popular among young users in China. However, like other SNS platforms such as Facebook and WeChat, lifestyle-sharing m-SNS users also suffer from obsessive technology use issues. Therefore, this study aims to understand users’ obsessive use of lifestyle-sh...

By combining artificial intelligence (AI), big data, and cloud computing, the blockchain revolutionises the production of both ascendable information technology systems and diverse applications. The combination of AI and blockchain has enormous potential for developing new financial service models that are enabled by digitalization. Although there...

Digital marketing has accelerated e-WOM (electronic word-of-mouth) growth and enabled openness in communication. E-WOM remains a widely accepted medium to achieve a competitive advantage, especially since consumer trust in organisations and marketing initiatives declines rapidly. This study examines the impact of normative influence, informative in...

Even though financial technology (FinTech) has become one of the essential financial sector development strategies of many countries around the world in recent years, previous studies have analyzed the influence of financial growth from different aspects, but there are few works of literature devoted to the impact of FinTech on the financial sector...

Recent literature on organ donation suggests that the dissemination of organ donation information on social media should be emphasised to increase the registration of organ donors. Therefore, based on the Information Adoption Model, the current study investigated the impact of disseminating organ donation information on social media towards the int...

The term metaverse is described as the next iteration of the Internet. Metaverse is a virtual platform that uses extended reality technologies, i.e. augmented reality, virtual reality, mixed reality, 3D graphics, and other emerging technologies to allow real-time interactions and experiences in ways that are not possible in the physical world. Comp...

In the age of digitalization, travel applications (or travel apps) are indispensable tools for modern travel activities. During an app's selection and adoption phases, privacy concerns remain a sensitive issue that may demotivate users’ from continuing to use it. This study integrated both the stimulus-organism-response model (S-O-R) and psychologi...

The popularization of technology in the higher education environment has raised awareness about the importance of educators’ technological knowledge for teaching and learning. The Technological Pedagogy Content Knowledge (TPACK) framework explains the set of knowledge that educators need to be equipped with for enhanced pedagogies. This will help t...

The outbreak of the COVID-19 pandemic in the year 2020 led the government of Malaysia to impose the Movement Control Order (MCO) to limit the spread of the virus, which resulted in people becoming heavily reliant on social media as a means of communication and expression of thought. Analysing the trends and sentiments of popular content posted on s...

The study aims to apply the TAM model to investigate further about the opinions of students at Peking University on the e-learning platform provided by the university. The research validates the impact of the different variables on students’ intention to continue using e-learning platforms during the Covid-19 epidemic, including perceived usefulnes...

Usage of online teaching and learning platforms to support mobile or remote learning in higher education institutions have been widely utilised throughout the COVID-19 pandemic as movements were restricted, disallowing physical classes. Many agree with the functions and benefits of these online platforms. Thus, this study aims to analyse the determ...

The technological advancements in the contemporary world have made the offsite monitoring of patients possible, allowing individuals to keep track of their health by using wearable medical devices (WMDs). The ability of such devices to monitor and communicate health-related information between patients and caregivers can potentially help in combatt...

Purpose The evolution of modern digitalization technologies necessitates the development of a competitive digital supply chain quality management (SCQM) strategy by manufacturers. Using the new institutions and institutional theory (IIT), the study research first aims to identify the most important SCQM practices that can influence competitive perf...

Purpose This research is set to assess the achievement of digital economy through digitalization adoption (DA) among Small Medium-sized Enterprises (SMEs). For more insightful findings, a comparison between the service-based and non-service-based industries was performed. Besides, it endeavours to identify the important and performing dimension of...

Tech startups are critical in sustaining innovation and growth in a country. They need to be nurtured so that they can grow to become viable and sustainable business entity. A suitable ecosystem therefore is vital to the development of startups. The aim of this study is to investigate the relationship between the sustainability of startups and the...

Since its inception, social media has disruptively transformed consumers’ consumption patterns. Social media's unique attributes that allow consumers to voice their opinion and engage in multi-way social conversations with various stakeholders have encouraged them to engage in co-creation activities on social media. However, the participation among...

The purpose of this study was to determine the factors that influence both attitudes and behavioural intentions toward airline services via mobile check-in in East Malaysia. The intention of consumers to use mobile check-in for airline services was examined, as well as the role of attitude as a mediator between perceived usefulness, perceived ease...

The late-2019 Covid-19 outbreak has shifted global attention to social media. Governments used social media to raise public health awareness. However, the internet was flooded with disinformation and conspiracy theories, among other things. This condition may cause unwarranted alarm, compromising the health system and damaging the mental health of...

The advancement of technology changes the mode of operation worldwide education industry, where educational services can be delivered either in face-to-face or online teaching. The outbreak of COVID-19 forced higher education institutions to shift from face-to-face teaching to fully online learning, even though online learning is yet to be fully im...

As industrial revolution 4.0 is introduced, many turn into the use of technology and artificial intelligence (AI) in creating a new competitive advantage to business as well as create an automation that ease the operations and increases profitability. With the important contributions of the tourism and hospitality industry, the advantages of using...

Mobile payments are rapidly taking over the market with their convenience and speed, creating new payment and profit models for consumers and organizations. While they are beneficial the adoption is still at the infancy. On this basis, this study combines consumers’ perceived risk (e.g., affective risk and performance risk) and consumers’ perceived...

Government social media has been integrated as part of the government administrative tools to improve public service and promote public goals. However, the current government information literature is limited to understanding government social media adoption and its purpose for political marketing. The present study seeks to understand the role of...

Although substantial research has been conducted to understand the luxury brand consumption at a global level, especially in the Western market, far less attention has been dedicated to the identification of factors driving such purchases in the Asia-Pacific region. This gap is addressed in the present study, which draws upon the extended theory of...

Mobile grocery shopping has gained traction recently due to the COVID-19 pandemic. Hence, this study aims to investigate the antecedents that influence consumers’ buying intention through mobile grocery shopping. This was achieved through the use of a multi-perspective research model that includes the consumers’ positive and negative valences as we...

Artificial intelligence is disrupting the retail industry. Digital voice assistants as one of the most popular AI technologies are poised to revolutionize consumers’ shopping journeys yet we have a sparse understanding of their role in fostering customer experience. The present study seeks to address this issue by proposing and validating a researc...

Innovative endeavours targeting the tourism industry has prevailed as crucial attempts in cultivating tourist satisfaction and restoring destination image, while overcoming severe backlash of the Covid-19 pandemic in recent years through reconstructing destination loyalty. Founded above the established groundwork of Stimulus-Organism-Response (SOR)...

Following various precautionary measures as executed by the government to curb the transmission of COVID-19, erratic changes in the form of temporary lockdowns and movement restrictions have created an emergency phenomenon—panic buying. While such consequence has emerged as a timely and relevant topic, reviewed literature indicate an apparent overs...

The online poll collected a data set on the confidence sentiments of Malaysians on the following three major areas with their respective events related to the Covid-19 pandemic. Foremost, the survey gathered the data of the respondents on their vaccination registration, and confidence on the efficacy of the available vaccines, respectively. In addi...

This research sought to investigate how academics with a protean career attitude perceived success in their academic career. The role of perceived employability was examined by distinguishing between external and internal employability perceptions. Data from 288 academics working in Malaysian universities were collected and analysed using structura...

Purpose: One of the impacts of the COVID-19 pandemic is that using an e-wallet—a contactless process—rather than a payment terminal is an intuitively safer option. This study is grounded in cognitive absorption theory and investigates how the use of the money-gift function influences the intention to continue using an e-wallet app. Design/methodol...

The smartphone industry has become a lucrative market attracting new entrants and resulting in an intense competition in the industry. In order for smartphones companies to sustain within the industry, it is essential for them to understand how consumers feel and experience with their products. It is critical to examine customer experience as it ca...

Purpose Since its inception, mobile payment is rapidly gaining popularity over the years, and starting to replace traditional modes of payment. The usage of mobile payments has further escalated following various precautionary measures (i.e. social distancing) in curbing the transmission of the COVID-19 outbreak. However, most of the elderlies are...

Purpose Despite being a popular topic in sports tourism research, limited studies have focused on golf tourism in relation to destination image. The present study aimed to examine the impact of country-related factors on the destination image among golf tourists as well as the interrelationships between perceived service quality, perceived value, s...

The global shift toward cashless society is continuing, with various techniques ranging from credit cards and payment applications to cryptocurrencies and central bank digital currencies. Cryptocurrency can be an alternative to traditional currency obtained from financial institutions and it is a decentralized currency that is not backed by any gov...

The international growth of medical tourism requires hospital operators to adopt effective marketing practices to ensure survival and competitiveness. Although there is a burgeoning research on medical tourism, there is still limited knowledge about the roles of brand image and brand trust on medical tourists within the healthcare service context....

In this editorial, we continue our discussion on the use of PLS-SEM statistical applications by introducing a few useful packages implemented in R. R is a free and open-source programming software that is used for statistical computing and graphics. To the best of our knowledge, most established PLS-SEM statistical applications have undergone rigor...

This research sought to investigate the organisation’s roles in career management. It further explores the mediating effects of perceived internal and external employability to deepen the understanding of whether academics who experienced organisational learning practices are more likely to pursue their career within the institution or across the e...

Social media has become a useful tool for learning and teaching due to its functions for knowledge sharing, such as documents exchange, virtual communication, and knowledge formation. Higher education institutions (HEIs) that recognise the value of social media and the importance of individual motivation have sought to encourage its use to bolster...

Current tourism landscape and dynamism of the business environment have increased market competitiveness in the high-contact service industry. Hotel operators must now pay greater heed to customer retention by exploring ways to improve customer engagement and experience. Toward this end, this study aimed to examine the interplays between relationsh...

Asia Pacific is renowned as a travelling hot spot amongst both domestic and international tourists. With Malaysia as the focal point, and based on the foundation of Stimulus-Organism-Response (SOR), this study aims to explore different routes undertaken by tourists towards both satisfaction and loyalty concerning the Malaysian tourism industry, fol...

The advancement in digital technologies has led to an explosive information phenomenon, particularly in Internet shopping. This paper attempts to examine the trust element in the current pervasive use of the recommendation system for product promotion effectiveness. Owing to the nature of high-volume online consumers and the nonexistence of the onl...

Recent studies have highlighted the importance of implementing corporate social responsibility (CSR) to enhance long-term competitive advantage for business. It was reported the studies that consider brand satisfaction and perceived quality as the mediators for the relationship between CSR on brand loyalty in the integrated model are still limited...

Partial least squares structural equation modeling (PLS-SEM) is one of the most widely used methods of multivariate data analysis. Although previous research has discussed different aspects of PLS-SEM, little is done to explain the attributes of the different PLS-SEM statistical applications. The objective of this editorial is to discuss a variety...

Recent studies have highlighted the importance of implementing corporate social responsibility (CSR) to enhance long-term competitive advantage for business. It was reported the studies that consider brand satisfaction and perceived quality as the mediators for the relationship between CSR on brand loyalty in the integrated model are still limited...

Purpose The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and...

Determining an appropriate sample size is vital in drawing realistic conclusions from research findings. Although there are several widely adopted rules of thumb to calculate sample size, researchers remain unclear about which one to consider when determining sample size in their respective studies. ‘How large should the sample be?’ is one the most...

Purpose Partial least squares structural equation modeling (PLS-SEM) has become popular in the information systems (IS) field for modeling structural relationships between latent variables as measured by manifest variables. However, while researchers using PLS-SEM routinely stress the causal-predictive nature of their analyses, the model evaluation...

Purpose Following promising growth of the international medical tourism industry, competitions within the global market have escalated tremendously with increased involvement by numerous healthcare providers to acquire a share of its disposable income. The brand reputation would hereby play a determining role as a competitive strategy. Specifically...