Purpose The purpose of this paper is to develop an extended Push-Pull-Mooring-Habit (PPMH) framework in order to better understand users’ intention of switching from offline to an online real-person English learning platform service. Design/methodology/approach Based on 301 valid responses collected from an online survey questionnaire, structural equation modeling was employed to examine the research model. Findings The causal model was validated using SmartPLS 3.0, and all study hypotheses were supported. The results show that push effects (learning convenience, service quality and perceived price), pull effects (e-learning motivation, perceived usefulness), mooring effects (learning engagement, switching cost and social presences) and habit effects (relationship inertia) all significantly influence users’ switching intentions from offline to an online real-person English learning platform. Practical implications The findings should help online English learning service providers and marketers to understand the intention of offline English learning users to switch to an online real-person English learning platform, and develop related theories, services and regulations. Originality/value The present study extends the prior research of an online real-person English learning platform by providing PPMH as the general framework and demonstrating its efficacy in explaining user switching intentions.

Purpose -The purpose of this study is to explore the impacts of service encounters on customer experiential value and subsequently on customer behavioral intentions in a shopping mall context in Taiwan. Design/methodology/approach -Data were gathered using mall intercepts at three large shopping malls in northern Taiwan. Structural equation modeling was employed to assess the proposed research model empirically. Findings -The empirical results revealed that: personal interaction encounters positively influenced perceptions of efficiency and excellence value; physical environment encounters positively affected perceptions of playfulness and aesthetics; and all dimensions of customer experiential value (i.e. efficiency, service excellence, playfulness, and aesthetics) positively affected customer behavioral intentions. Originality/value -Following Bitner's suggestion in 1990, the present study classified service encounters into two dimensions -personal interaction encounters and physical environment encounters. Further, the empirical findings revealed that customer experiential value mediated the relationship between service encounters and consumer behavioral intentions.

PurposeThis study is based on the interactivity and perceived similarity between blog readers and the others, and incorporates the concepts from customer experiential value. This paper aims to examine emotional experiences that internet users gain while reading blogs, that is, assesses the attitude of blog readers through their subjective experiences within the communication process.Design/methodology/approachAn empirical survey is used to test the hypotheses. The sample is 349 users who browse blogs frequently. Data are analysed using structural equation modelling (SEM) to understand the cause and effect of the entire model and to determine the goodness of fit of the conceptual model.FindingsEmpirical results demonstrate that: interpersonal interaction enhances browsers, aesthetic experiences as well as playfulness; machine interaction generates high aesthetics value which comprises visual and entertainment effects, service excellence, and CROI; perceived similarity by readers positively influences the four components of customer experiential value; and a positive correlation exists between user attitudes toward reading blogs and their experiential value in aesthetics, playfulness, and service excellence.Practical implicationsThe findings will help bloggers understand the factors key to success and allocate the appropriate resources to operate a blog and achieve success.Originality/valueThe value of this study is to establish the importance of customer experiential value theory. Previous research on customer experiential value primarily focuses on analysing consumer shopping behaviours and mostly on the utilitarian value of products. This research focuses on inner pleasure gained through reading blogs, such as aesthetic experiences and emotional reactions.

This study examined the dimensions of interactivity and vividness to propose three telepresence levels: content presence, social presence, and personal presence. Then, an experiment investigated the impact of different telepresence levels on Internet advertising. The effects of interactions between vividness of visual imagery (VVI) and product types in relation to telepresence levels and advertising effects were also analyzed. The study employed a factorial design: 4 (levels of telepresence) x 2 (product types) x 2 (VVI). Levels of telepresence and product types were both manipulated between subjects. VVI was measured within subjects. Experimental findings showed that high levels of telepresence of an Internet advertisement increased subject recall and recognition. The low VVI respondent group would have greater recognition than traditional advertisements when respondents were exposed above the level 2 (social presence) advertisement and the effect of recognition increased from level 1 (content presence) to level 3 (personal presence). Recognition increased from level 1 (content presence) to level 2 (social presence) for both search and experience product groups; however, only recognition of the experience product group increased in level 3 (personal presence).

This study explored the effects of sequential combinations of consumer experiences. Four kinds of sequential combinations of consumer experiences were designed: exposing to escapist virtual experience preceding direct experience (VE escapist → DE), exposing to education virtual experience preceding direct experience (VE education → DE), exposing to escapist virtual experience preceding indirect experience (VE escapist → IDE), and exposing to education virtual experience preceding indirect experience (VE education → IDE). The results indicated that "VE escapist → IDE" produces the highest product knowledge and brand attitude; "VE escapist → DE" produces the lowest perceived risk. Additionally, the moderating roles of need for touch and product involvement also explored. For the high need for touch, "VE escapist → IDE" produces the highest product knowledge and "VE escapist → DE" produces the lowest perceived risk; for the high product involvement, "VE escapist → IDE" produces the highest product knowledge and brand attitude and "VE escapist → DE" produces the lowest perceived risk.