Artificial intelligence (AI) tools have altered the gaming industry, thanks to their newly incepted functionalities, which have enhanced the consumer experience. Building on innovation diffusion theory, technology acceptance model, and flow theory, this study highlights an AI‐powered avatar concept. This study explores the roles of perceived easiness, usefulness, advantage, compatibility, enjoyment, customization, and interactivity in forming the gamers' intention to play with AI‐powered avatars. A survey data of 500 respondents from China having experience playing online video games is used to test the proposed hypotheses. The results offer significant support to the proposed relationships related to adopting an AI‐powered avatar and the consumers' psychological association with its adoption. Consequently, the results imply that AI‐powered avatars should allow gamers to customize, interact, and take assistance to move up levels with an enjoyable experience. Moreover, this study also suggests that digital technologies such as AI could be integrated into the gaming environment for a more pleasing and immersive experience.

Purpose Consumers today actively participate in online purchasing experiences. As a result, it is critical to comprehend the behavioral aspects of novel technology usage, such as augmented reality (AR). AR apps enable beauty companies to create and design more immersive experience services. This study aims to highlight consumers’ perspectives on their continued desire to use AR app services. Design/methodology/approach A comparative study between China and South Korea was conducted with sample sizes of 458 and 315, respectively. Smart PLS was used for analysis. Findings The findings suggest that AR apps influence innovative consumers in China and South Korea to be satisfied with and continue to use such services. Previous research on technology acceptance model, information system success, AR and artificial intelligence (AI)-context-specific variables supported the findings. Practical implications This study contributes to the development of AR apps for beauty brands, as such technology revolutionizes how beauty brands work and grow. As a result, AR apps can pave the way for brands to provide an immersive experience to their customers. Originality/value The current study contributes to AR and AI drivers in the context of beauty brands by using novel technologies such as AR. AR integration with AI-context-specific variables indicates that consumers in China and South Korea are innovative and accept such technologies when purchasing beauty products online.

The purpose of this study is to (a) investigate the impact of workforce diversity management on job match, job satisfaction, and job performance; (b) test the influencing role of job match on job satisfaction and job performance; and (c) examine the mediating role of a person’s job match on the association between workforce diversity management and employees’ outcomes (job satisfaction and job performance). Structured questionnaires were sent to employees working in five-star hotels in China. In total, 324 valid responses were analyzed through AMOS-SEM to draw the statistical conclusion. Overall, results revealed that workforce diversity management is positively related to a person’s job match, job satisfaction, and job performance. Next, a person’s job match is positively related to job satisfaction and job performance, in particular a person’s job match mediates the relationship between workforce diversity management and employees’ outcomes. Most of the studies in the area of workforce diversity management focused on the management of diversity such as age, gender, race, and ethnicity from American perspective. This could be among rare studies which investigate another aspect of workforce diversity management, such as management of diversity on the basis of skills, knowledge, interest, and preferences of employees from the Chinese perspective.

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The Internet of Things (IoT) is the next generation of internet-connected information communication technologies (ICT). IoT typically integrates supply chain activities to enhance green supply chain performance (GSCP). Since every organization has different IoT capabilities in comparison with other organizations, GSCP can enable supply chain integration activities for enhanced performance. The implementation of an IoT system can reduce the consumption of organizational resources like energy, electricity, and time and can increase the operational speed to gain better logistics and, ultimately, improved supply chain performance. This study has developed and empirically tested the relationship between IoT capabilities, energy consumption behavior (ECB), supply chain integration, green training (GT), and supply chain practices. Such a multidisciplinary relationship has not previously been established in the literature. The proposed study can fulfill the literature gap and opens new horizons for interdisciplinary research. Data used in this study are collected through offline and online survey methods. A total number of 250 out of 400 respondents participated in the survey. Data has been analyzed through partial least square—structure equation modeling (PLS—SEM) technique. The results of this study empirically test the developed model. IoT has a positive effect on supplier integration (SI), and customer integration (CI). Furthermore, SI and CI have a mediating role between IoT and GSCP, and GT has a positive impact on GSCP. It is concluded that the implementation of IoT can integrate CI and SI to increase GSCP. GT and ECB can ultimately improve GSCP. Additionally, the use of technology and GT can motivate employees to save energy and protect the environment to increase GSCP.

Green supply chain management (GSCM), a cross-disciplinary field has grown during recent years with increasing interest from both academia and industry. GSCM considers emphasizing environmental issues in Traditional Supply Chain Management (TSCM). Due to the new trends in global warming, environmental sustainability has become a greater concern among the organizations and enterprises globally. This study will focus on green supply chain management practices in the presence of green innovation. Green innovation will improve organizational processes as well as products, which lead to economic and environmental performance. Different institutional actors are putting pressures to implement Green supply chain management practices. Population of this study is electronics industry in Pakistan. Sample size is 500 with cluster sampling technique. Data has been collected through a survey method based on the adopted questionnaire. The collected data will be tested through Cronbach Alpha, Descriptive Statistics, Pearson Correlation, Linear Regression, Moderated Regression, Multiple Logistic Regression and Hayes’s statistical tests to analyse the suggested research model. This study will enable organizations to implement green supply chain management practices to bear institutional pressure and move towards green innovation to enhance their economic and environmental performance that were never possible before this study.

Online gaming is consistently changing with the use of new technologies and seen as making an impact on consumers’ sustainable lifestyles. The gaming avatars have influenced low avatar identification players to engage in physical and learning activities through massively multiplayer online (MMO) game genre. The fundamental purpose of the study is to classify the association of an avatar with consumer’s behavioural intention for exercise and to consume healthy food. This study incorporates three theories: social cognitive theory (SCT), social determination theory (SDT) and player-avatar identification (PAI) theory to determine its four dimensions’ impact on exercise and healthy food intention to attain a sustainable healthy lifestyle. SCT is related to human cognitive behaviour in the light of immersive experience, self-presence, and enjoyment. SDT related to the physical aspects of consumers that are exercise intention and consumption of healthy food. The results have shown that immersive experience, self-presence and enjoyment do impact the consumer’s behavioural intention towards an individual’s sustainability.

Increasing supply chain performance (SCP) has always been a common phenomenon in the history of organizations. Recent technological advancements [including, radio frequency identification (RFID) in combination with big data predictive analytics (BDPA)] have been able to significantly leverage SCP. In this respect, there is an urgent need for acceptance of RFID technology as well as BDPA to be empirically investigated in order to better understand the enhancement of SCP. Therefore, this paper aims at establishing and empirically investigating the relationship between BDPA acceptance, RFID acceptance, and SCP, respectively. The population of this paper comprises the pharmaceutical logistics industry in China. The sample was obtained from employees through the use of a simple random sampling method. Data were collected through an adapted questionnaire. SmartPLS 3.0 software was used for structural equation modeling analysis. Partial least square-structural equation modeling (PLS-SEM), the value of path coefficient, was found to be 0.700. This showed a direct positive effect of BDPA acceptance on SCP. Moreover, RFID acceptance was also tested through the ''variance accounted for'' method of mediation. Results showed a partial mediation of 57% between BDPA and SCP. Theoretically, this paper fills the knowledge gap by finding relationships between BDPA and SCP via a mediation role of RFID technology. Practically, it would be beneficial for supply chain managers in the pharmaceutical industry to adopt and implement BDPA and RFID technology so as to enhance SCP.INDEX TERMS Big data predictive analytics, Internet of medical Things (IoMT), radio frequency identification, pharmaceutical logistic, supply chain management, supply chain performance.