With innovative technologies, various types of immersive digital experiences (IDEs) have gained significant attention in the past few years. Despite their popularity, little research has been conducted on the factors that examine visitors’ experiences and behavioral intentions. This study applies experience economy within the framework of the SOR (Stimulus-Organism-Response) theory, indicating the dimensions of IDE function as stimulus (S), mental imagery and attitude as the organism (O), and behavioral intentions as the response (R). This study aims to identify the antecedents and consequences of mental imagery to explain and understand the mechanism behind visitors’ evaluations for future decisions. A total of 268 samples were collected for data analysis through an online survey on Qualtrics. Exploratory Factor Analysis (EFA) was conducted to determine the final measure items. A series of multiple regression analyses were employed to test the impacts of the dimensions of IDE on mental imagery and the differences between prior knowledge (low PK vs. high PK) groups on those relationships. Simple regression analyses were also conducted to test the relationship between mental imagery, attitude, and behavioral intentions. An independent t-test was conducted to confirm whether there were significant differences between PK groups. This study found that immersive educational experience has the most significant impact on mental imagery among the dimensions of IDEs. Moreover, the results indicate that the impact of IDEs on mental imagery varies depending on visitors’ level of prior knowledge. This study provides practical guidance on identifying which experience elements should be considered to maximize visitors' experiences and enhance their behavioral intentions.

Using Mehrabian and Russell's stimulus (S) - organism (O) - response (R) model, this study examined consumer motivations to consume user-generated content (UGC) and sponsored video content on social media during the COVID-19 pandemic. The study also investigated the impact of information consumption on purchasing behavior as the main constructs. The study used the consumption patterns of active and passive social media users to further understand the level of short-form video consumption related to purchasing behavior. Grounded upon the SOR theory, this study measured utilitarian and hedonic motivations as stimuli with user-generated content and sponsored content as organism and purchasing behavior as response. A quantitative snowball survey (n = 289) was used to collect data from TikTok users to examine the relationships between motivations, types of content, and purchasing behavior. Statistical analyses including descriptive statistics, reliability tests, factor analysis, and multiple regression analyses was used to profile the sample and to test hypothesized relationships. All hypotheses were supported and found to have significant relationships between the independent and dependent variables. This study is useful to those in the fields of information sharing, crisis management, consumer behavior, and retail to develop communication strategies and understand and adapt to consumption habits and changing purchasing behaviors.

On an everyday basis, employees may be subjected to low intensity negative behaviours from those they work with. Uncivil behaviours may cumulatively add up over time to have detrimental effects on employees’ wellbeing and commitment to stay with their organisation. Since most of the research has been cross-sectional, capturing a snapshot in time, knowledge regarding the day-to-day effects of experiencing workplace incivility is limited The broad aim of the present research was to develop a new data collection tool in the form of a digital diary Smartphone app, to explore these day-to-day effects, measuring face-to-face and online workplace incivility. Three studies were conducted to develop and test the app. The first pilot study sought to test the proposed measures for use in the app. In particular, the commonly used Workplace Incivility Scale (WIS) was adapted to apply to online as well as face-to-face interactions. Statistical analysis of this pilot confirmed that both the face-to-face and online versions of the WIS were reliable and valid, and determined that experiencing workplace incivility via both modes was significantly associated with emotional exhaustion, and intentions to quit. On the basis of the first pilot, the app was developed and its feasibility tested in a second pilot focusing on the usability of the new app, which resulted in minor design changes being implemented prior to the final launch. The main research study sought to validate the new app and test a series of hypotheses about the day-to-day effects of workplace incivility. Participants completed an initial web-based survey and were then instructed to complete the questions on the app for one month. Multilevel analyses revealed that employees experienced higher levels of emotional exhaustion, and intention to quit on days when they were exposed to face-to-face or online incivility. The amount of incivility that participants experience on a day-to-day basis (Level 1) predicts emotional exhaustion, and intention to quit on a daily basis, and the average amount of incivility (Level 2) that participants experience also predicts their emotional exhaustion, and intention to quit when not considering other factors. Anger and fear were found to mediate the relationship between both forms of incivility and intention to quit. For the rumination-mediated models, the relationship between both forms of workplace incivility and emotional exhaustion is significantly mediated by rumination. Theoretically, this research contributes by providing insight into workplace incivility and its effects on a daily basis. Methodologically, this research advances the field by providing a new reliable and valid repeated measures data collection tool that other researchers may share to overcome and build upon the limitations inherent in cross-sectional studies.

Background: The traditional way of product promotion is no longer enough to attract the emerging consumer class; high-quality short video platforms have brought more business opportunities and dividends, providing a new channel for product marketing and promotion. The short video platform of TikTok has strong traffic attributes and intuitive product presentation, and many brands and merchants have shifted their product marketing and promotion positions here. However, brands and merchants lack a deep understanding of the internal mechanism of the influence of TikTok's short videos on the purchase intention of the consumer, cannot grasp the pain points of consumers' demand well, and lack attention to the online shopping experience of consumers. The existing researches mainly analyze the marketing strategies of short videos, and there are insufficient researches on consumers' purchase intention in the context of short videos on TikTok. Purpose: This thesis takes the consumer of TikTok short videos as the research object. Based on SOR theory, three main characteristics of TikTok short videos are selected as independent variables: entertainment, interactivity, and personalization. Meanwhile, social presence is introduced as the intermediary variable to explore the mechanism of influence of TikTok short videos' characteristics on consumers' purchase intention. Method: In this thesis, the questionnaire survey method was used to collect data, and 207 valid questionnaires were collected. Finally, SPSS26.0 statistical analysis software was used to process and analyze the data. Conclusion: The empirical results show that: (1) the entertainment, interactivity, and individuation of TikTok short videos have a positive impact on the purchase intention of the consumer; (2) TikTok short video entertainment, interactive, personalized positive impact on the consumer's sense of social presence; (3) Social presence plays a partial mediating role in the influence of entertainment, interactivity and personalization on purchase intention. According to the research conclusions, this thesis puts forward relevant suggestions for guiding enterprises to use short video platforms to carry out targeted and efficient precision marketing, stimulate the consumer's purchase intention, and maximize the use of short video as a differentiated marketing tool to cultivate their core competitiveness.