ICON International Journal of Management

Studying the Impact of Live-Streaming E-Commerce on Shift-ing Consumer Behavior

2026-01-05T13:32:05+07:00

This study investigates the influence of livestreaming e-commerce on shifting consumer behavior in Thailand. Drawing upon the Theory of Planned Behavior (TPB), the research examines how psychological and experiential factors—namely attitude toward online shopping, purchase intention, product perception, user experience, and trust/security perception—affect both the adoption of livestreaming platforms and broader changes in consumer decision-making. Data were collected from 382 respondents and analyzed using descriptive statistics. The findings reveal that younger and more educated consumers exhibit stronger purchase intentions and more favorable attitudes toward livestreaming e-commerce. Specifically, user experience and product perception were the strongest predictors of shifting consumer behavior. Additionally, trust and user experience emerged as critical drivers of platform engagement and behavioral transformation. These insights offer strategic implications for businesses and policymakers aiming to adapt to the evolving digital retail landscape in Thailand

The Influence of Campus Cultural and Sports Activities in Colleges and Universities on College Students' Satisfaction with Campus Life

2026-01-05T13:22:47+07:00

This study explores the impact of campus cultural and sports activities on college students' satisfaction with campus life. A questionnaire survey was conducted among students in private colleges and universities in Guangdong Province, and the analysis was carried out using PLS-SEM. The study found that expectations of campus cultural and sports activities did not have a significant direct impact on students' satisfaction with campus life, but had a significant indirect impact through perceived quality and perceived equity. At the same time, engagement has a significant positive impact on satisfaction, while personality types play a moderating role between expectations and engagement. The study provides theoretical models and empirical evidence for private colleges to enhance students' satisfaction with campus life, suggesting strengthening fairness in activity design, optimizing activity quality and content, and increasing the depth of participation, etc.

Planned Behavior under Economic Pressure: Understanding College Students’ Intentions to Buy Second-Hand Digital Products

2026-01-05T12:37:06+07:00

Driven by sustainability concerns, Chinese university students are increasingly purchasing second-hand digital products to balance economic savings with environmental protection. Grounded in the Theory of Planned Behavior (TPB), this study examines how environmental awareness and economic pressure influence purchase intentions through the mediating roles of attitude and subjective norms. Structural equation modeling (PLS-SEM) of 307 survey responses reveals that environmental awareness significantly drives purchase intention by enhancing both attitudes and subjective norms. Conversely, economic pressure affects intention solely through indirect mediation, showing no significant direct impact. Notably, the influence of environmental awareness on subjective norms emerged as the strongest pathway. By extending TPB to high-involvement, risk-sensitive goods, this research enriches the green consumption literature and offers practical implications for promoting environmentally responsible behaviors among youth.

Factors Associated with Green Purchase Behavior Among the 1990s Generation: The Roles of Environmental Knowledge, Personal Attitudes, Media Influence, and Government Support

2026-01-05T14:05:59+07:00

This study examines how environmental knowledge, personal attitude, media influence, and government support affect green purchase behavior among individuals born in the 1990s. Data were collected from 138 respondents aged 23–32 through an online survey distributed using a snowball sampling technique. Five constructs—environmental knowledge, personal attitude toward environmental products, media influence, government support, and green purchase behavior—were measured using a five-point Likert scale. Ordinary Least Squares (OLS) regression was applied to evaluate the relationships among variables and assess the model’s predictive power. The results show that personal attitude is the only factor with a positive and statistically significant effect on green purchase behavior (p < .001), indicating that individuals with stronger pro-environmental attitudes are more likely to engage in eco-friendly purchasing. In contrast, environmental knowledge, media influence, and government support do not significantly predict green purchasing in this sample. Personal income also demonstrates a significant positive relationship with green purchase behavior, whereas gender shows no significant effect. Overall, the study enhances understanding of the factors influencing green consumer behavior among young adults and offers practical insights for marketers and policymakers seeking to encourage sustainable purchasing practices.

The Impact of Social Media Promotional Activity Types and Design on User Experience and Participation Intention

2026-01-05T14:01:56+07:00

This study investigates the impact of Social Media Promotional Activity Types (SPAT) and Social Media Promotional Activity Design (SPAD) on User Experience (UX) and Participation Intention (PI). By integrating concepts from Uses and Gratifications Theory (UGT), Technology Acceptance Model (TAM), and Elaboration Likelihood Model (ELM), this research provides a comprehensive analysis of how different social media promotional strategies influence user behavior. Data were collected through a self- administered online questionnaire from 400 active users of various social media platforms, and analyzed using Structural Equation Modeling (SEM). The results demonstrate that both SPAT and SPAD significantly affect UX, which in turn mediates the relationship between these promotional activities and PI. This study offers meaningful contributions for marketers on how to enhance user engagement and participation through rigorously designed and strategically tailored social media promotions. The structural model showed that all hypothesized paths were significant at p < .001, with the model explaining 72% of the variance in participation intention (R² = 0.72). The findings contribute to the existing literature by highlighting the critical role of UX in driving participation intention and offer practical recommendations for optimizing social media marketing strategies.