RESUMEN
MOOCs, the Massive Open Online Courses, are online educational courses that offer open access to a large number of participants globally. However, online engagement during MOOC learning remains a problem, as reflected in relatively high dropout rates. This paper involves academic and emotional support, aiming to explore whether they contribute to users' sustainable use of the MOOC platform. A total of 410 college students learning English as a foreign language (EFL) and with MOOC learning experience participated in this study. Employing the structural equation modeling (SEM) techniques, we examined the relationships among five factors in the EFL MOOC learning context: academic support (AS), emotional support (ES), perceived usefulness (PU), perceived ease of use (PEoU), and platform reputation (PR). The results indicate that academic support influences learners' perceptions of the usefulness and ease of use of the MOOC platform, as well as enhancing learners' feelings of being emotionally supported. Simultaneously, platform reputation plays a crucial role in influencing learners' perceptions of MOOC platforms. However, results suggest that emotional support does not have a statistically significant impact on the perceived usefulness and perceived ease of use of the platform in EFL MOOC learning contexts.
RESUMEN
With the advent of the digital economy, enterprises have been engaging in brand management activities through cross-border e-commerce platforms to secure brand identification (BI) and capture market share. However, scant attention has been given to the impact of perceived brand globalness (PBG) and perceived brand localness (PBL) on brand identification in cross-border e-commerce platforms. This study delves into the underlying mechanisms governing the formation of brand identification in the context of cross-border e-commerce platforms. In this end, we employed the AMOS26.0 software to conduct structural equation analysis on a corpus of 300 survey questionnaires. The results show that: (1) PBG and PBL can exert a positive influence on BI through customer perceived value; (2) acculturation (AC) assumes a positive moderating role in the influence of PBG and PBL on emotional value (EV) and functional value (FV) respectively, (3) and that platform reputation (PR) plays a constructive moderating role in the impact of PBG on FV.
RESUMEN
Following the outbreak of COVID-19, farmer-assisted live streaming has become a hot topic in China. In this manuscript, we explore the ways in which broadcaster and platform characteristics jointly influence consumers' purchase intention. To examine our hypotheses, we distributed questionnaires to 261 Chinese consumers who viewed farmer-assisted live streaming. Correlational analyses, regression analyses, and confirmatory factor analyses were conducted to examine our hypotheses. The results show that broadcasters' expertise is positively related to consumer trust and that platform reputation moderates this relationship. In addition, consumer trust mediates the positive relationship between broadcasters' expertise and consumer purchase intention. Furthermore, the theoretical and practical implications of these findings are discussed.