Social media has been playing an important role in marketing strategy. As a part of social media, social networking sites (SNS) can be utilized by enterprises to create direct communication and good relationships with their customers. Therefore, enterprises using SNS have to select the right marketing content to enhance strong customer relationships, which lead to their behavior generating sustainable performance for enterprises. This research considered social media marketing activity (SMMA) and Customer Experience (CX) to measure the customer’s relationship quality, which can impact customer behavioral outcomes, which are purchase intention, loyalty intention, and participation intention. The 413 online questionnaire surveys were measured and analyzed using SmartPLS 3. The results show that SMMA and CX have a significant influence on the customer relationship quality, which also leads to a positive impact on customer behavioral outcomes. This research guides enterprises that SNS’s marketing content has to follow SMMA and CX dimensions to achieve the marketing objective and generate sustainable performance for enterprises.

Establishing a blockchain food traceability system (BFTS) is increasingly important and urgent to resolve the contradiction between consumers’ intention regarding safe food selections and the spread of polluted foods. Using the advantages of blockchain, such as immutability, decentralization, openness, and anonymity, we can build trusted food traceability systems based on these important characteristics. With reliable information, traceability from production to sales can effectively improve food safety. In this research, multiple models, namely, the information success model (ISS) and the Theory of Planned Behavior (TPB) are formed into a conceptual integrated framework to study the intentions’ influenced factors of BFTS technology for Chinese consumers to help ensure food safety and the quality of Chinese organic food products. A face-to-face questionnaire survey with 300 valid responses was analyzed by Partial Least Square from the Chinese consumers focusing on the organic food products. This study found that the attitude and perceived behavioral control qualities significantly and positively affect the usage intention in adopting BFTS, while the subjective norms are positively but not significantly correlation with the usage intention in using BFTS. The above results will inform suggestions for productors and academics along with implications to promote BFTS’ usage intention.

The advance of electronic commerce has resulted in successful e-travel services. Through the development of e-travel information, consumers can plan their trip without time and space limitations. This study proposes a model regarding the formation of the relationship quality (customer satisfaction and trust), information system quality, perceived value, and customers’ intention to continue in the e-tourism environment. The study is based on 351 e-travel users in Taiwan. The result shows that customer satisfaction has a positive effect on continuance intention. Information system quality has a positive relationship with customer satisfaction, trust, and customer continuance intention. Furthermore, the perceived value has an effect on customer satisfaction and trust. However, the perceived value is partially related to customer continuance intention through customer satisfaction. The managerial implications of this study are discussed.

In this study, the extension of theory of planned behavior was developed to evaluate the effects of antecedents that influence consumers' intention to buy green products. The effect of nine determinants (i.e., individual benefits, social benefits, willingness-to-pay, environmental responsibility, e-word-of-mouth, values, self-competence, convenience, and environmental literacy) of the green wave on Taiwanese consumers was empirically tested by examining their perception of social responsibility through theory of planned behavior. Except for consumer subjective norms, the remaining factors exhibited significant positive correlations with the planned behavior, implying that the voluntary participation aspect of the green wave is considerably more critical than its mandatory social pressure. To diffuse this green wave more effectively, the Taiwanese government should encourage consumers to easily capture the detailed impact of the green wave on the society and allow consumers to use word-of-mouth marketing for the creation of relational value to improve their quality of life.

Under the background of global cross-border mobile commerce (m-commerce) integration, the importance of cross-border payment research is becoming increasingly prominent and urgent. The important value of this study is to empirically research the influence power of key elements in using two different mobile payment (m-payment) platforms in Korea. The extended unified theory of acceptance and use of technology (UTAUT2) has been widely applied in various studies because of its strong interpretive power. In Korea, there are a few empirical studies on Chinese users. Based on a survey of 908 Chinese participants (486 WeChat Pay’s Chinese users and 465 Kakao Pay’s Korean users) in Korea, this study is one application extending UTAUT2 by incorporating multi-group and multi-model constructs: UTAUT2, information system success (ISS) model, and an initial trust model (ITM), considering a multi-group analysis with some mediating variables (payment difference). By comparing the two different payment platforms’ characters, this manuscript provides a set of targeted measures to ensure Chinese WeChat Payment platform decision-makers create effective long-term strategic policies for cross-border m-payments in Korea, and eventually, benefit cross-border m-commerce and economic cooperation in Southeast Asia.