Consumers, particularly women, pursue beauty and health in order to uphold their image within society, which has contributed to consistent demand for cosmetics. The cosmetics market, driven by globalization and cultural exchange, sees Thai cosmetics gaining popularity among Chinese women. There has been a significant rise in the popularity of Thai cosmetics, known for their natural ingredients and innovative formulations. With a growing interest in cross-cultural consumer behaviour, particularly in the context of skincare and make-up products, understanding how different age groups perceive and choose Thai cosmetics is crucial for effective marketing strategies. The main issue is the development of consumer preferences over time among Chinese women who have only recently been given the opportunity to choose among many brands. This qualitative study explores the intergenerational differences in Chinese female consumers’ preferences for Thai cosmetics, aiming to uncover rich insights into their perceptions, attitudes, and behaviours. The target population is female Chinese who have visited Thailand and purchased or used Thai-branded cosmetics. Key themes emerge regarding the perception of product efficacy, the cultural authenticity and the role of digital media and trends in influencing product choices. Findings highlight nuanced generational preferences, with older cohorts emphasizing trust and familiarity with established brands, while younger cohorts prioritize innovation, sustainability, and personalized beauty experiences. These insights provide valuable implications for marketers seeking to tailor strategies and product offerings to engage effectively diverse generational segments within the competitive cosmetics market.

When power is exercised, it results in political behavior in organizations. Excessively held organizational politics can hurt an organization and its members though some consider wisely used political behavior as positive. This study was conducted at Wolaita Sodo Polytechnic College (WSPTC) to investigate the effect of power and political dynamism on employee job satisfaction. Cross-sectional survey design was used to collect data from stratified, randomly selected 146 informants. The Rahim Leader Power Inventory (RLPI), Interpersonal Power Inventory (IPI), Perception of Organizational Politics (POP), and Minnesota Satisfaction Questionnaire (MSQ) were employed to collect data. Descriptive and inferential statistical analyses were made using statistical packages (SPSS version 23). The findings revealed that when managers legitimate, coercive, and reward power bases are higher, then organizational politics becomes higher. Power concentration at higher positions results in increased organizational politics than when it was shared. Regression analysis uncovered that 47% (R-squared 0.468) of variations in job satisfaction were explained by POP and power dynamics. Hence, it is recommended that having power sharing, empowering subordinates, and moderate political maneuvering in the use of power and politics will be helpful in maintaining constructive relationships and job satisfaction.

This study aims to explore the factors influencing people’s intention to use home fitness mobile apps in the post-pandemic era. By incorporating the perspective of playfulness into the decomposed theory of planned behavior, it seeks to construct a behavioral model for the public's use of AR sports games for home exercise. The research focuses on Active Arcade users residing in Taiwan, employing the snowball sampling method to conduct an online questionnaire survey. A total of 340 valid questionnaires were collected and analyzed using linear structural equations. The study reveals three main findings: first, the behavioral model for Active Arcade users constructed based on the decomposed theory of planned behavior demonstrates a good fit; second, users’ attitudes, subjective norms, and perceived behavioral control have a positive and significant impact on behavioral intention; third, perceived usefulness, perceived ease of use, and perceived playfulness all positively and significantly influence attitudes, with perceived playfulness having the highest impact coefficient; fourth, perceived benefits of exercise are the most crucial factor affecting subjective norms; and fifth, convenience technologies are the key factor influencing perceived behavioral control. This study provides valuable insights for theory and management practice, offering guidance on the use of home fitness apps in the post-pandemic era while addressing research limitations and suggesting future directions.

Research that discusses the impact of implementing Green Human Resource Management and environmentally friendly behavior, especially in sustainable tourism, is limited. It becomes crucial to understand how implementing good green human resource management practices in tourism sector organizations. To achieve the objectives of this research, a qualitative approach was used where the data and information collected were obtained through direct observation and interviews with tourism informants. The findings show the importance of environmentally friendly behavior as the implementation of green human resource management is able to improve tourism management. The uniqueness of this research is developing a model of human resource readiness in implementing environmentally friendly behavior towards sustainable tourism. This resource readiness will be reflected in the GHRM model in supporting sustainable tourism. The results of this research offer a model of sustainable Green Tourism which includes antecedents, implementation and results achieved. These antecedents come from internal and external (environmental ethics and management commitment) managers which will result in good GHRM implementation. This model will be the basis for implementing sustainable tourism in human resource management practices based on literature reviews and also tourism management practices.

The healthcare sector is progressively modest and patients expect higher service quality; therefore, healthcare practitioners’ and academic researchers’ attention upsurges in exploring service quality, intensifying satisfaction and generating behavioral intention. Despite the significance of the healthcare sector and the importance of quality-related matters, there is a paucity of research and publications dealing with healthcare service quality. This conceptual review evaluates the service quality in Pakistani healthcare sector rendering patients’ perspective. The proposed model emphasizes patients’ switching intention caused by poor or inadequate service quality through intervening constructs of satisfaction and alternative attractiveness. Additionally, current review explored the alternative attractiveness as mediator which was neglected in healthcare context. The model also attempts to propose the association between alternative attractiveness and outcome variable by switching costs regarding patients’ perspectives. The conceptual framework enables hospital managers to comprehend how patients assess healthcare quality provided in the presence of alternatives. The perception of patients would assist them in allocating healthcare resources and hospital management attain performance feedback through service quality parameters. Present review developed an inclusive framework as a novel injector in healthcare sector for patients’ perceived service quality.

This study aims to determine the effect of Human Capital Management (HCM) and work ethics on the performance of life insurance agents mediated by Organizational Citizenship Behavior-Organization (OCB-O) and Organizational Citizenship Behavior-Individual (OCB-I). The data was collected from 103 respondents who had entered the category of having won the Top Agent Awards (TAA) using a survey approach with questionnaires. The population consisted of life insurance agents who had won the TAA/MDRT, a 5 Likert scale questionnaire, and analyses using the SEM-AMOS-21 program. The results prove HCM has a positive significant effect on work ethics; HCM does not have a substantial impact on OCB-O and OCB-I; Work Ethics have a considerable effect on OCB-I and OCB-O; OCB-O and OCB-I have no significant impact on performance; HCM does not have a substantial effect on performance; Work Ethics does not have a considerable impact on performance, however, if OCB-I mediates HCM it will strengthening agent Performance, likewise, Work Ethics if mediated by OCB-I, will strengthening Performance. The findings of this study are that for insurance agents to perform well, companies can treat agents as HCM and work ethics, and it is essential to pay attention to OCB-I as mediation in improving agent performance.