International Journal of Entrepreneurship, Business, and Creative Economy

Analyzing and Selecting the Optimal Model for E-Service Quality Measurement in Iranian Network Marketing Companies

Habibollah Danai — 2026-01-31

Considering the growth of online shopping, research is needed on network marketing as one of the methods of e-commerce to measure the quality of these services. While previous research has been in the field of quality of e-banking, online stores, or e-learning, and so far, no study has been done on the e-SQ of network marketing companies. Hence, this study primarily aims to evaluate and select an optimal model for measuring e-service quality (e-SQ) in network marketing companies within Bazaryaban Iranian Zamin (BIZ) Company. This survey study has a descriptive-survey research design. The statistical sample was selected from the expert community using the snowball method. The convenience sampling method was used for the second population, including 400 leaders of BIZ. Data were collected using the field method and a questionnaire, and then analyzed using SPSS and Excel. The final quality score for BIZ’s e-services is 68.3, indicating good quality. Accordingly, network marketing companies can shorten the purchase cycle, generate economic savings to increase the relative advantage indicator, establish strong customer interaction through the website or other communication channels to increase the tailored information indicator, and foster a sense of empathy and happiness to improve the emotional appeal indicator.

Green HRM and Environmental Performance in Hospitality Sector: The Roles of Employee Innovation and Environmental Regulation

Yanuar Surya Putra — 2026-01-31

Human resources are crucial to an organization's environmental success. Green HRM practices and green innovative work behavior provide a foundation for enterprises to manage their environmental performance effectively. This study aims to promote environmentally conscious green HRM and innovative work behavior to enhance the environmental performance of hospitality sector firms in Salatiga through the role of environmental regulation as a moderator. The number of samples is 271 employees in the hospitality sector. Additionally, data collection was conducted via a survey, and the analysis tool used was partial least squares-based mediating and moderating structural equation modeling. The result showed that in the hospitality sector, Green Innovative Work Behavior (GIWB) acts as a crucial mediator between Green Human Resources Management (GHRM) and environmental performance. Furthermore, environmental regulation moderates the relationship between Green Human Resources Management (GHRM), Green Innovative Work Behavior (GIWB), and environmental performance in the hospitality sector. When environmental regulations are stringent, they strengthen the impact of GHRM on GIWB, leading to enhanced environmental performance. Enhancing GHRM practices to foster GIWB can be crucial for achieving compliance and excelling in environmental performance. Even in less regulated environments, organizations can use GHRM to foster a culture of innovation that anticipates future regulatory changes, ensuring they remain ahead of the curve in environmental sustainability.

The role of Facilities, Food and Program Content Quality on Night Markets Visitors’ Satisfaction and Continuous Visiting Behavior

Stephanie Caroline — 2026-01-31

This study investigates the effect of the quality of facilities, food, and program content on visitor satisfaction and continuous visiting behavior of a night market. Using a quantitative approach, survey data from 184 visitors were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) to explore these relationships. The findings reveal that high-quality facilities, diverse and appealing food, and well-organized program content have significant effect on visitor satisfaction and continuous visiting behavior. The study extends the Expectation Confirmation Model by incorporating these specific attributes, highlighting the interplay of physical, sensory, and experiential factors unique to night markets. Practical implications include actionable insights for market organizers and entrepreneurs to optimize facilities, innovate food offerings, and design engaging programs to ensure visitor continued visiting behavior. This research provides a theoretical and empirical insights for understanding consumer behavior in non-traditional tourism settings; addressing gaps in the literature on night market as a local attraction that benefit the local economy.

Role of Innovative Entrepreneurship Education on Entrepreneurial Intention among STEM Students at a Rural University

Nobathembu Faleni — 2026-01-31

This study examines the effect of entrepreneurship education on the entrepreneurial intentions of STEM students at a historically disadvantaged university in South Africa, addressing a critical research gap: limited evidence on how targeted interventions influence entrepreneurial aspirations in emerging economies. A mixed-methods design was employed, with 285 students completing a customized Entrepreneurial Intention Questionnaire (EIQ) before and after two interventions: a traditional classroom module and a work-integrated learning (WIL) component. Quantitative data were analyzed using descriptive statistics and repeated-measures ANOVA, while qualitative insights were derived from semi-structured interviews and thematic analysis using NVivo software. The results revealed significant positive shifts across the six constructs of entrepreneurial intention, with WIL having the most potent effect on perceived feasibility and self-efficacy. Qualitative findings highlighted mindset transformation, enhanced confidence, peer collaboration, real-world application, and mentorship as key factors. Based on these insights, this study recommends integrating experiential learning, mentorship, and tailored curricula to strengthen STEM students' entrepreneurial competence. These findings offer actionable guidance for educators and policymakers seeking to design entrepreneurship education programs that foster innovation and economic resilience in marginalized contexts.

How Does Brand Awareness Mediate the Influence of TikTok Shop Testimonials and Brand Image on Purchase Intention? A Case Study of DKI Jakarta

Tanto Adi Pangestu — 2026-01-31

The rapid rise of TikTok Shop as an e-commerce channel has introduced new dynamics in how consumers interact with brands and make purchasing decisions. With its integration of short-form video content and seamless in-app shopping features, TikTok Shop has transformed traditional online shopping into a more interactive, content-driven experience. This evolution has heightened the importance of user testimonials and brand presentation within the platform, especially in shaping consumer perceptions and behaviors. Given this shift, it is essential to explore how such factors operate in specific market contexts. Accordingly, this study aims to examine the influence of TikTok Shop testimonials and brand image on brand awareness and online purchase intention among consumers in DKI Jakarta. A self-administered survey was conducted with a sample of 140 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that brand image significantly enhances brand awareness but does not directly impact purchase intention. Meanwhile, brand awareness plays a crucial mediating role, positively influencing purchase intention. Social media testimonials contribute to brand awareness but have an insignificant direct effect on purchase intention. These results highlight the importance of brand awareness in shaping consumer decisions and provide valuable implications for businesses to optimize their digital marketing strategies by leveraging customer testimonials and strengthening brand identity to enhance consumer engagement and purchasing behavior.

Disruption by AI and No-Code Platforms on Traditional IT Business Models: Challenges and Entrepreneurial Opportunities

Muhamad Sabil Fausta — 2026-01-31

Disruption brought by Artificial Intelligence (AI) and No-Code/Low-Code (NCLC) platforms has significantly transformed traditional business models in the Information Technology (IT) industry. These technologies are not only reshaping software development methods but also redefining value creation frameworks and entrepreneurial trajectories. This study aims to identify key adaptation challenges and entrepreneurial opportunities resulting from these shifts. Through a systematic literature review of 22 Scopus-indexed publications, the study reveals that IT firms face critical issues including workforce reskilling, shifts in revenue models, and organizational resistance to change. Simultaneously, new opportunities arise in areas such as AI consultancy services, tailored NCLC platform development, and disruptive product innovation. By synthesizing the implications of AI and NCLC disruptions, this paper provides strategic insights for academics and practitioners seeking to navigate and leverage digital transformation in emerging digital markets, with a particular focus on small and medium-sized enterprises (SMEs) across Southeast Asia.

Human-AI Resilience in Project Management: A Framework For Post-Ai Digital Transformation

Jiomarie Jesus — 2026-01-31

Integrating artificial intelligence (AI) into large-scale digital transformation has shifted project management from process-centric models to adaptive, human-centered frameworks. This study addressed a critical gap in the literature by introducing the Human-AI Resilience Framework (HARF), which emphasizes emotional safety, resilience, and ethical adaptation in AI-driven environments. Employing a convergent mixed-methods design, the study surveyed 400 project managers and conducted thematic interviews with 50 AI-experienced leaders accross Asia-Pacific region. Quantitative analysis, including ANOVA and Structural Equation Modelling (SEM), validated HARF by revealing strong associations between human resilience and project success (B=0.48, p<0.001). Emotional burnout significantly varied accross industries, with the IT and healthcare sectors reporting the highest levels. Thematic analysis revealed six core themes, such as AI-augmented leadership and psychological safety, highlighting the centrality of human agency in AI integration. HARF distinguished itself by aligning technological capabilities with emotional intelligence, offering a multidimensional perspective on digital governance. It provided actionable strategies for mitigating burnout, fostering ethical AI onboarding, and strengthening team cohesion. As AI reshaped the modern workplace, HARF delivered a practical, evidence-based roadmap for project leaders striving to balance algorithmic precision with human insight. The framework ultimately redefined project success through the lens of human-AI synergy, offering critical value for navigating complex digital ecosystems.

Tax Avoidance in the Energy Sector: The Influence of Corporate Social Responsibility, Company Size, Profitability

Dika Puspitaningrum — 2026-01-31

This study examines the relationships among Corporate Social Responsibility (CSR), firm size, and profitability, and tax avoidance, proxied by CETR, in energy sector companies listed on the Indonesia Stock Exchange (IDX) during the period 2021–2023, using multiple linear regression analysis. The total sample used is 69 companies. Empirically, the findings indicate that higher levels of CSR disclosure are associated with lower Cash Effective Tax Rates (CETR), indicating greater levels of tax avoidance. These results provide empirical support for legitimacy-based arguments in the tax avoidance literature, which suggest that CSR disclosure can serve as a strategic mechanism to offset reputational risks arising from aggressive tax practices. In contrast, firm size, as measured by total assets, was found to have no significant effect on tax avoidance, indicating that firm size alone does not determine tax planning behavior in the energy sector. Furthermore, profitability exhibits a significant negative relationship with tax avoidance, indicating that firms with stronger financial performance tend to adopt more conservative tax positions, possibly due to greater regulatory and stakeholder scrutiny. By focusing on energy sector firms and using CETR as a cash-based proxy for tax avoidance, this study extends previous empirical evidence on the heterogeneous roles of CSR and profitability in corporate tax behavior and provides sector-specific insights into the existing tax avoidance literature in the context of emerging markets.

Employees' Independent Thinking as an Innovation: Its Impact Towards Organizational Performance in Small and Medium Enterprise

Yubiao Wei — 2026-01-31

In the current context of fierce market competition faced by small and medium-sized enterprises (SMEs), employees' independent thinking is crucial for promoting adaptability and innovation. However, traditional managers often prioritize employees' compliance and execution over independent thinking, especially in the development of information technology. This study aims to explore the impact mechanism of employees' independent thinking ability on enterprise organizational performance, focusing on the mediating role of organizational innovation and organizational behavior and the moderating effect of employee empowerment. This empirical study employed a quantitative research design using structural equation modeling (SEM) and collected data from 427 employees randomly selected from small and medium-sized enterprises in Guangdong, China. Based on the findings, most respondents were middle-aged males with 7–9 years of work experience, employed in private firms, with an equal proportion of employees in organizations ranging from 51–250 and more than 251. The regression shows that employee independent thinking (EIT) has a strong and significant positive effect on organizational innovation and organizational behavior. It also directly improves employee performance. Organizational innovation partially mediates the relationship between EIT and performance. However, employee empowerment does not significantly influence or change the effect of independent thinking on their performance. This study highlights theoretical concepts on the relationship between independent thinking ability and enterprise organizational performance, thereby providing synergy with active employee participation for creative performance aligned with its operations and corporate management practices.