<p>This study aims to investigate the moderating effect of celebrity preferences on the relationship between perceived intrusiveness, consumer attention, and intent to purchase by applying Stimulus-Organism-Responds (SOR) Theory as a foundation. A total of 310 questionnaires were used in this study. This study uses the Structural Equation Modelling (SEM) Analysis approach by dividing a sample into two groups: (1) preference and (2) non-preference. A total of 155 samples filled out advertisements that matched respondents’ preferences and 155 samples filled out advertisements that did not match respondents’ preferences. The finding of this study are: (a) perceived intrusiveness is negatively affects consumer attention, (b) consumer attention positively affect intent to purchase, (c) celebrity preference moderates the effect of perceived intrusiveness on consumer attention, in a way that the higher celebrity preference will reduce the effect of perceived intrusiveness on consumer attention, and (d) celebrity preference moderates the influence of consumer attention on intent to purchase, in a way that the higher celebrity preference will strengthen the influence of consumer attention on intent to purchase. This finding could indicate the presence of intrusive advertising if the ad matches the preferences of the audience, then the ad will still get the attention of the audience and even affect the consumer's intention to buy.</p>

This study aims to examine the influence of personality, the influence of self-control and work stress on cyberloafing behavior. The population in this study are lecturers in Indonesia. Sampling in this study used a non-probability sampling (convenience sampling) technique. Determination tests, F statistical tests and t statistical tests are carried out to answer the research hypothesis. The results of this study show that self-control negatively affects cyberloafing behavior and work stress has a positive effect on cyberloafing behavior. The study has a regression model = -5.064 - 0.206 X1 + 0.755 X2 with an R Square value of 0.357.

This study aimed to obtain the findings, whether the attitude of acceptance, environmental awareness, knowledge about the benefits of green products have an impact on the intention to buy green products, or do not have an impact and even tend to be ignored (green paradox). This study involved 204 respondents using subgroup regression techniques to analyze the results. The findings of this study were the green paradox based on gender, including (1) The attitude of male and female gender acceptance towards green products did not affect the intention to buy green products; (2) Environmental awareness of male or female did not affect the purchase intention of green products; (3) The attitude of acceptance and environmental knowledge of males did not affect the intention to purchase green products. With the increasing of acceptance, knowledge, and care for the environment, it should encourage the desire to consume green products in order to maintain human health and long-term environmental sustainability. However, this research findings showed the opposite results, especially for males.

The study investigates the moderating effect of celebrity preference and hedonism personality on the relationship between perceived intrusiveness, consumer attention, and intention to purchase internet users by applying SOR Theory as a foundation. This study focuses on K-Popers among teenagers. A total of 400 samples were used in this study. The sample is split into two groups, with 200 samples including advertisements that fit the respondents' preferences and have a high hedonism personality and 200 samples containing advertisements that didn’t fit the respondents' preferences and have a low hedonism personality. Multi-group moderation was performed using AMOS ver.22 with the stats tools package software, and data were analyzed using IBM SPSS Statistics 16. As expected, the higher the level of distraction perceived by the user, the lower consumer attention to the advertisement. In contrast, the less distracted individuals are, the more attention they pay to commercials. Then, the more individuals pay attention to the ads, the more likely they are to make a purchase. According to additional research, celebrity preference and hedonism personality are proven to be moderate.