International research journal of management, IT and social sciences

How positive emotion shapes the effect of price discounts and E-WOM on online impulsive buying

2025-11-22T03:02:09+00:00

The rapid growth of e-commerce and creative sectors has increased competition for digital-native consumers, especially Generation Z. In this environment, spontaneous online purchases influenced by emotions play a major role in driving sales, yet the processes connecting marketing cues to impulsive online buying are still not well understood. This study explores how positive emotion mediates the effects of price discounts and electronic word of mouth (eWOM) on Gen Z’s online impulsive buying behavior. Data were gathered from 160 Gen Z individuals with prior e-commerce purchasing experience using a structured online questionnaire and purposive sampling. The analysis, conducted through Partial Least Squares Structural Equation Modeling (PLS-SEM), reveals that price discounts significantly influence impulsive online buying both directly and indirectly through positive emotion, indicating partial mediation. Meanwhile, eWOM has no direct impact but affects impulsive buying entirely through positive emotion, showing full mediation. These results emphasize the importance of emotional responses in converting marketing efforts into impulsive purchases. The study enriches online consumer behavior research by linking price incentives and social influence with emotional processes in an emerging market Gen Z setting. Practically, e-commerce platforms should combine compelling discounts with emotionally appealing eWOM to evoke positive emotions and boost impulse buying.

Exploring the impact of wait times and service delays on patient engagement and trust in healthcare facilities

2025-11-17T13:47:01+00:00

Prolonged wait times and service delays continue to be central issues in the UK’s NHS, with far-reaching consequences for patient engagement and trust. How these operational problems affect patient attitudes is critical to the development of patient-centred care initiatives. This research aimed to investigate the impact of wait times, service delays, and associated communication variables on patient engagement and Trust in NHS healthcare settings. A quantitative cross-sectional survey was conducted among 500 adult NHS users who had utilized healthcare services within the last 12 months and experienced delays due to waiting times. Data were gathered using a standardised questionnaire that included demographics, experiences of wait times, communication, engagement, and trust. Hierarchical multiple regression analysis was conducted using SPSS, building models progressively on service experience and facility perception variables to determine predictive capability. The baseline model, which included only demographics, predicted negligible variance in engagement (R² = 0.034). Adding variables related to service experience improved model performance substantially (R² = 0.446). Wait time (β = -0.1987, p < 0.001), delay experience (β = -0.22, p < 0.001), and ease of booking (β = 0.1103, p < 0.001) were all significant predictors. Information about delays also had a positive impact on engagement.

The impact of artificial intelligence on enhancing predictive decision-making in Human Resource Management

2025-09-04T20:13:58+00:00

Across our interconnected world, the incorporation of artificial intelligence (AI) is reshaping how human resource management (HRM) makes its decisions (Amamou Mériam, 2023). In a country like Tunisia, which is committed to becoming a digital society, AI-based analytics is seen as just a starting point for improving HR forecasting and strategic influence, and it comes with inherent socio-cultural issues (Haak-Saheem, W et al., 2024). It is based on this that we turn to examine current research and applications of AI in HRM in Tunisia. We will explore both the factors promoting and those impeding adoption. Further, we critically assess ethical, organizational, and regulatory factors (Muraleedharan NV et al., 2025). Utilizing both new case studies and a comparison of the relevant literature, this article provides helpful guidelines for leveraging predictive HRM specifically within the Tunisian landscape. We highlight key areas such as the value of AI that focuses on human needs (Tembine, H et al., 2024), strong data management, and expanding the skills of the workforce to enable comprehensive growth.

How Salesperson Tactics and Online Convenience Shape Purchase Decisions: The Mediating Role of Trust

2026-01-15T01:10:05+00:00

Consumer preferences in furniture shopping have now shifted significantly towards online platforms, even though furniture is a complex item and requires careful consideration. This study aims to analyze the role of trust in mediating the influence of salesperson tactics and online convenience on purchase decisions among online consumers of Mahaghony Terrazzo in Bali Province. Salesperson tactics include persuasive approaches, information exchange, ingratiation, and promises, while online convenience encompasses ease of access, transactions, evaluation, and search. This study uses a quantitative approach; a survey of 160 Mahaghony Terrazzo consumers was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that trust is proven to mediate the relationship between salesperson tactics and online convenience on purchase decisions. The results of this study are expected to provide theoretical contributions to the development of marketing literature, particularly regarding the mediation mechanism of trust in the context of salesperson tactics and online convenience. This research contributes to the understanding of consumer behavior in the online furniture market and provides strategic implications for digital optimization and customer experience enhancement.