Chia-Hung Lin

Drawing upon the Elaboration Likelihood Model (ELM) and Trust Transfer Theory, this study investigates how AI digital avatars influence consumer trust and purchase intention. Using survey data collected from 378 valid respondents, the proposed model was tested with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that brand awareness and perceived quality significantly affect purchase intention through product trust, while social endorsement cues, anthropomorphism, and interaction quality indirectly influence purchase intention through AI Avatar trust. Furthermore, both AI Avatar trust and product trust have significant direct effects on purchase intention, highlighting the critical role of trust in AI-driven persuasion processes. This study validates the dual-route persuasion mechanism of the ELM in AI marketing contexts and extends the application of trust theory to human–AI interactions, offering valuable insights for future research on AI brand endorsement and consumer psychology.

Digital franchising is increasingly recognized as a technological advancement and a specialized subset of e-commerce, yet its unique entrepreneurial dynamics remain insufficiently explored in the existing literature. Previous studies have primarily focused on platform usability or general e-commerce adoption, often overlooking the motivational, contextual, and capability-based factors that influence individuals’ willingness to engage in digital franchising as either entrepreneurs or consumers. To address this research gap, the present study applies the Motivation-Opportunity-Ability (MOA) framework to examine how personal motivations (e.g., self-expression, financial rewards), perceived platform opportunities (e.g., support, attractiveness), and individual capabilities (e.g., digital literacy, self-efficacy) shape entrepreneurial intention and, in turn, influence consumption adoption intention in digital franchising environments. An online survey was conducted using a non-probability purposive sampling method. The final sample consisted of 491 respondents from Taiwan, all of whom were either entrepreneurs operating digital franchises in the fashion industry or consumers who had purchased fashion products through digital franchising platforms, thereby ensuring contextual relevance to the study’s focus. Data were analyzed using structural equation modeling (SEM). The results indicate that expected external rewards (β = 0.456, p < 0.001) and platform support (β = 0.315, p < 0.001) are the most influential factors in shaping entrepreneurial intention. Furthermore, entrepreneurial intention significantly mediates the relationship between MOA antecedents and consumption adoption intention (β = 0.176, p < 0.001), highlighting its role as a key behavioral mechanism. These findings extend the MOA framework to a new empirical setting and offer practical implications for platform developers, franchisors, and policymakers seeking to promote participation in digital franchising. Future research is encouraged to explore cross-industry comparisons, generational differences, and longitudinal approaches to further enrich the understanding of digital franchising adoption dynamics.

With the rise of digital marketing, videos have become pivotal in promoting agritourism by showcasing local features, attracting visitors, and building trust. This study examines the effects of video maturity and content empowerment on consumer behavior by focusing on dimensions such as clarity, coherence, emotional appeal, entertainment, information, and practicality. Survey data from 527 Taiwanese consumers, analyzed using structural equation modeling (SEM), reveal that video clarity (β = 0.105, p < 0.05) and coherence (β = 0.163, p < 0.01) significantly enhance trust, while flow experience exhibits an even stronger positive impact (β = 0.372, p < 0.001). Among content factors, knowledge has the most pronounced effect on flow experience (β = 0.440, p < 0.001), followed by emotionality, entertainment, and practicality. Moreover, both trust (β = 0.177, p < 0.001) and flow experience (β = 0.240, p < 0.001) positively influence purchase intentions, with the effect of flow experience being more dominant. These findings underscore the importance of high clarity, coherent narratives, and immersive emotional engagement in agritourism video marketing. The study makes significant theoretical contributions by refining the understanding of video-based consumer engagement, and it offers practical insights for enhancing agritourism promotional strategies.

This study explores the impact of social media marketing activities and ESG green brand involvement on the repurchase intention of green products among members of Taiwan’s green product social media groups. Using the Theory of Reasoned Action, the study employs a quantitative approach, collecting data through an online survey from 438 valid responses. Structural equation modeling (SEM) was applied to analyze the relationships between social media marketing activities (independent variable), green values, environmental concerns, brand image, and brand involvement (mediating variables), and repurchase intention (dependent variable). The findings reveal that social media marketing activities significantly enhance green values, environmental concerns, and brand image, which positively influence brand involvement. Brand involvement significantly mediates the relationship between green values, environmental concerns, brand image, and repurchase intention. This confirms that effective social media marketing can strengthen consumer loyalty and repurchase intentions for green products. The study suggests that companies should integrate green values, environmental concerns, and brand image into their social media marketing strategies to enhance consumer engagement and repurchase intentions. Leveraging social media influencers and interactive content can effectively promote green products and foster a culture of sustainability, creating a win–win situation for companies, consumers, and the environment. This research contributes to the literature by highlighting the mediating roles of green values, environmental concerns, and brand involvement in social media marketing for green products. It provides practical insights for companies aiming to enhance green product repurchase intentions through targeted social media strategies and ESG initiatives, illustrating the strategic use of social media marketing to boost consumer loyalty and sustainable consumption.

Global warming, exacerbated by greenhouse gas emissions from non-green product manufacturing, necessitates a shift towards green production to safeguard ecosystems and finite resources. The United Nations Environment Programme emphasizes the importance of environmental considerations in corporate ESG criteria. Despite the higher costs of designing and manufacturing green products, which deter some companies and lead to greenwashing, efforts persist to promote sustainable goods. This study explores enhancing consumer repurchase intentions for green products through social media marketing, emphasizing green values, environmental concerns, brand image, and involvement. Findings reveal social media's role in boosting these factors, thus encouraging green repurchases. Insights are valuable for green businesses, social media groups, environmental agencies, and future research.