Intention to Use Generative Artificial Intelligence for Hotel Selection Among Consumers: An Explanatory Sequential Investigation

Generative Artificial Intelligence (GAI) has the potential to enhance both the efficiency and outcomes of course learning for sports major students. However, no existing research has specifically examined the factors that may influence these students' use of GAI in their course learning. The Theory of Planned Behavior (TPB) proposes that attitude (AT), subjective norms (SN), and perceived behavioral control (PBC) are key determinants of behavioral intention. Additionally, perceived ease of use (PEU) and expectation confirmation have been identified as factors that may be associated with intention. Therefore, this study aimed to test an extended TPB model to explore sports major students' intention to apply GAI in their course learning. This study employed a cross-sectional design. A convenience sample of 156 sports major undergraduate students was recruited, with a mean age of 23.52 ± 3.68 years (males = 116, females = 40). Participants completed questionnaires evaluating their AT, SN, PBC, intention, as well as their perceived ease of use and expectation confirmation regarding the use of GAI in their course learning. Structural Equation Modeling (SEM), conducted using SmartPLS software, was utilized to examine an extended TPB model. This model incorporated perceived ease of use and expectation confirmation alongside AT, SN, and PBC to collectively predict intention. The results showed that expectation confirmation (p < 0.01, f ² = 0.071) and PEU (p < 0.01, f ² = 0.065) significantly and positively predicted intention, along with AT (p < 0.01, f ² = 0.059), SN (p < 0.01, f ² = 0.061), and PBC (p < 0.01, f ² = 0.049). Additionally, AT partially mediated the relationship between PEU and intention (VAF=27.7%). Overall, the combination of PEU, PBC, AT, SN, and expectation confirmation explained a substantial proportion of the variance in intention (R ² = 0.501). The extended TPB model is expected to be a valuable framework for explaining sports major students' intention to employ GAI in course learning. Universities may consider integrating GAI-related projects and activities into the sports curriculum to enhance students' practical skills and understanding.

In the 21st century, the variety of instructional media for mathematics has significantly diversified. Generative AI (Gen-AI) is one technology that K-12 teachers can utilize for teaching mathematics. However, as a new instructional medium, Gen-AI presents its own set of usage challenges. Research into the factors influencing mathematics teachers’ usage behavior of Gen-AI is crucial. This study integrates the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), incorporating a factor of AI awareness to explore the determinants of teachers’ usage behavior in employing Gen-AI for mathematics instruction. Data from 230 mathematics teachers who agreed to participate were analyzed using the partial least squares structural equation modeling (PLS-SEM) approach. The results indicate that teachers’ attitudes toward Gen-AI, subjective norms, and perceived behavioral control (PBC) have a direct effect on mathematics teachers’ usage behavior. AI awareness was found to directly affect perceived usefulness (PU), perceived ease of use (PEOU), and attitudes, and it also has an indirect effect on mathematics teachers’ usage behavior. This research provides new insights into enhancing the adoption of Gen-AI as an instructional medium by improving mathematics teachers’ attitudes toward Gen-AI, with AI awareness playing a pivotal role in this enhancement.

Against the backdrop of the deep integration of the Internet with learning, blended learning offers the advantages of combining online and face-to-face learning to enrich the learning experience and improve knowledge management. Therefore, the objective of this present study is twofold: a. to fill a gap in the literature regarding the adoption of blended learning in the post-pandemic era and the roles of both the technology acceptance model (TAM) and the theory of planned behavior (TPB) in this context and b. to investigate the factors influencing behavioral intention to adopt blended learning. For that purpose, the research formulates six hypotheses, incorporates them into the proposed conceptual model, and validates them using model-fit indices. Based on data collected from Chinese university students, the predicted model’s reliability and validity are evaluated using structural equation modeling (SEM). The results of SEM show that (a) the integrated model based on the TAM and the TPB can explain 67.6% of the variance in Chinese university students’ adoption of blended learning; (b) perceived usefulness (PU), perceived ease of use (PEU), and subjective norms (SN) all have positive impacts on learning attitudes (LA); (c) PEU has a positive influence on PU, and SN has a positive influence on perceived behavioral control (PBC); and (d) both PU and LA have a positive influence on the intention to adopt blended learning (IABL). However, PEU, SN, and PBC have little effect on IABL; e. LA mediates the effect of PU on IABL, and PU mediates the effect of PEU on IABL. This study demonstrated that an integrated conceptual framework based on the TAM and the TPB as well as the characteristics of blended learning offers an effective way to understand Chinese university students’ adoption of blended learning.

The rapid development of Blockchain Technology (BCT) has made it an increasingly significant topic, particularly for Small and Medium-Sized Enterprises (SMEs). This study examines the Behavioural Intention (BI) to adopt BCT among SMEs in Iraq, drawing on the Technology Acceptance Model (TAM), the Theory of Planned Behaviour (TPB), and Top Management Support (TMS). Data were collected through purposive sampling of SME managers who have adopted BCT, with 120 valid questionnaires analysed using Structural Equation Modelling (SEM). The results indicate that Perceived Ease of Use (PEOU), Subjective Norms (SN), and TMS positively and significantly influence Perceived Usefulness (PU). Both PEOU and PU also positively and significantly affect attitude (ATT). In addition, PU, ATT, and Perceived Behavioural Control (PBC) positively and significantly influence BI to adopt BCT. TMS was found to have a strong positive impact on both PEOU and PU, while SN had no significant effect on BI. Among the predictors, PBC emerged as the most crucial factor driving BI to adopt BCT. These findings suggest that Information Technology (IT) service providers, universities, government agencies, and the blockchain community should develop more effective strategies to promote BCT adoption and highlight its value to SMEs. Furthermore, strong TMS may encourage the allocation of resources toward new technologies and strategic decision-making, ultimately enhancing employees’ knowledge and expertise in blockchain applications.

This study investigates the adoption of Metaverse-based immersive learning in Teaching English to Speakers of Other Languages (TESOL), an area that has been understudied and lacks an understanding of factors influencing the acceptance of this digital platform. In contrast to traditional mobile or e-learning, the Metaverse facilitates all sorts of unique immersive experiences including virtual simulations and cultural dialogues that can aid your process for language acquisition and cultural understanding. However, its reception in the field of TESOL is yet to be substantiated through empirical evidence. The present study explores the effects of constructs such as Perceived ease of use (PEU), Perceived usefulness (PUS), Attitude (ATT), Subjective norm (SBN) and Perceived behavioural control (PBC) on students' Intention to Use Metaverse (IUM) in TESOL context. Data collected from 736 university students in Jordan were analyzed using structural equation modelling (SEM) with a combined Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) framework. Results indicate that in terms of direct effects, PEU strongly influences ATT (β = 0.566) and SBN (β = 0.448), whereas PUS regulates ATT (β = 0.514) and SBN (β= 0.482). Path coefficients for the predictive factors of IUM—ATT, SBN, and PBC were 0.326, 0.641, and 0.516 respectively. A J48 decision tree validated by machine learning was able to predict 91.22% of IUM with good accuracy. The results reveal that Metaverse-based TESOL has gradually become part of student habits despite their limited access to technology. The findings of the study assist in improving TESOL curricula and developing informed policies that recommend immersive language learning. Doi: 10.28991/ESJ-2024-SIED1-023 Full Text: PDF

Purpose: The purpose of this paper is to investigate the factors affecting behavioral intention (INT) for adopting digital currency among digital payment users in Kathmandu Valley. Design/Methodology/Approach: This paper applied a cross-sectional survey design and collected 291 data from digital payment users in Kathmandu Valley analyzed by partial least squares structural equation model (PLS-SEM). Findings: This paper highlights that attitude (ATT) and perceived behavioral control (PBC) for adopting digital currency are the major factors that influence INT for adopting digital currency. Likewise, peer influence (PI) and superior influence (SI) have a significant positive influence on subjective norms (SN). Further, perceived ease of use (PEOU), perceived usefulness (PU), and perceived trust (PT) have a significant positive influence on ATT for adopting digital currency. Furthermore, self-efficacy (SE) and facilitating conditions (FC) have a significant positive influence on PBC. Originality/Value: The policymakers can utilize this information to develop infrastructure and regulations that encourage the use of digital currencies. Keywords: attitude for adopting digital currency, decompose theory of planned behavior, intention for adopting digital currency, perceived behavioral control, subjective norms

The purpose of this study was to investigate Indian commuters' willingness to use carsharing apps. The present study proposed conceptual framework which makes an original contribution in literature of technology adoption by integrating two behavioural theories that is theory of planned behaviour (TPB) and technology acceptance model (TAM) in the context of willingness to use carsharing apps. The current study examined the relationships among perceived ease of use (PEOU), perceived usefulness (PU), subjective norms (SN), perceived behavioural control (PBC), attitude, and willingness to use carsharing apps. The model was tested empirically by collecting data from 345 respondents. The results exhibited that PU, SN, and attitude had significant positive and PBC had insignificant impact on willingness to use carsharing apps. Further, PEOU was found negatively related to attitude. Overall, the integrated model contributed valuable insights on Indian commuters' willingness to use carsharing apps.

COVID-19 pandemic has forced educational institutions to use e-learning systems. Bangladesh is no exception; many students come from underprivileged families who are not well-off. This study aimed to explore the antecedents to the underprivileged undergraduate students' intention to participate in online classes in Bangladesh through the integration of the Technology Acceptance Model, Information Systems Success Model, and Theory of Planned Behaviour. We used confirmatory factor analysis (CFA) to test the hypotheses. The non-probability sampling method was used to select 394 respondents by dint of the subjective judgment of the researchers. Using smart PLS software, the data were analyzed with Structural Equation Modeling (SEM). It was divulged that e-Learning usage intention (BI) is influenced by attitude (ATT), perceived usefulness (PU), students' online learning satisfaction (SOS) and subjective norms (SN). But perceived ease of use (PEU) and system quality (SQ), internet service quality (ISQ) and perceived behavioral control (PBC) do not influence BI. Even ISQ does not influence SOS. It was also revealed that PEU mediated attitude and PU, and PEU and SQ also influenced SOS. The study contributes to e-Learning literature by incorporating three models which may guide policymakers in understanding how to integrate students from all social classes into e-learning systems to eliminate academic digital discrimination.

This study is to investigate the factors that influence the M-payment among young professionals in Malaysia. Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Attitude (ATT), Subjective Norms (SN) and Perceived Behavioural Control (PBC) are used as independent variables (IV) to find out the relationship between those variables and the dependent variables. The given framework hypothesized that Trust (TRU) moderated the impact of those factors to influence the acceptance of M-payment among the young professionals. Quantitative approach has been used to conduct the research the fore survey questionnaires have been distributed among the general public in Malaysia with the filtering queries to get the data from young professionals. Total 220 responses received back from the overall distributions and among them 211 copies are selected for further analysis. The outcome of the study showed that Trust is a supporting moderating factor to the Attitude and Subjective norms. However, the independent variables Attitude and PBC were supporting the hypothesis, those were the factors influencing M-payment acceptance. From the study it has been concluded that attitude and PBC are the factors prompting young professionals to accept the M-payment service. Trust has, however, effectively improved the relationship between the proposed factors (SN and Attitude). So it is important for the marketers to consider the proposed factors in implementation, to further improve the usage of M-payment in Malaysia.

PurposeThe purpose of the study is to determine the impact that the crucial determinants have on the behavioural intention (BI) of undergraduates to adopt Massive Open Online Courses (MOOCs), addressing two perspectives that are students' technical experience and psychosocial factors.Design/methodology/approachThis is a questionnaire study, and all the respondents are undergraduates in Barcelona, Spain. A total of 188 students are selected as survey subjects. Data collection applies the five-point Likert scale, and the collected information refers to demographic information and constructs related to the technology acceptance model (TAM) and theory of planned behaviour (TPB). Confirmatory factor analysis (CFA) and partial least square (PLS) are used to examine the measurement model's convergent and discriminant validity and test the hypotheses implementing the bootstrapping method.FindingsThe results show perceived usefulness (PU) and perceived ease of use (PEOU) are influential in forming an attitude (ATT), and PU could directly impact BI significantly. Additionally, the mediating role of ATT in the relationships amongst PU, PEOU and BI are investigated. Besides, perceived behavioural control (PBC) is found a critical variable and significantly impacts BI, whereas subjective norms (SN) is not found statistically significant in explaining BI in this study.Originality/valueThis study has confirmed that ATT has a positive mediation effect on PU, PEOU and BI. This study has also confirmed the validity and model fit of the incorporated model of TAM and TPB, which sufficiently accounts for the planned behavioural process of undergraduates to accept a MOOC and contributes to validating literature of the incorporated model of TAM and TPB. Besides, this study provides MOOCs managers with practical suggestions. First, ease-of-use interfaces should be designed and intensified. Second, more channels should be explored to satisfy students' needs. Third, managers should intensify the leverage of the systems and introduce the free trial period to new learners. Fourth, a bonus mechanism could be adopted to motivate students. Last, manager should intensify the construction of oral advertisements amongst students.

IntroductionTechnological change is a mega trend that drives sustainable development in the agrifood sector globally. The introduction of BanQu, a blockchain-enabled platform, aimed to address challenges like lack of transparency, side-selling, and unfair pricing in Uganda's barley value chain, but its acceptance has been slow. While blockchain adoption has thrived in developed countries and large supply chains, empirical evidence on its uptake among smallholder farmers in Sub-Saharan Africa, especially Uganda, remains limited. This study investigates determinants of smallholder barley farmers' intentions to accept blockchain technology (BCT) in Uganda.MethodsThe study utilized the second extension of the Technology Acceptance Model (TAM2), customized to fit Uganda's context. Quantitative data were gathered from 245 farmers in Bukwo and Kween, the two leading barley-producing districts in eastern Uganda. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).Results and discussionThe study showed that perceived usefulness (PU) significantly influenced behavioral intention (BI) and shaped perceived ease of use (PEU). Subjective norms (SUN) and voluntariness (BV) enhanced PU, while perceived behavioral control (PBC) improved PEU. Notably, BCT relevance (BR) directly influenced BI, bypassing PU. These findings provide fresh insights into rural technology adoption, highlighting PU's influence on PEU and BV's role in shaping PU. The study recommends emphasizing BCT benefits such as reducing transaction costs, leveraging social networks, and addressing resource gaps to boost acceptance. This study advances understanding of BCT adoption among smallholder farmers in emerging economies like Uganda.

The effects of individual differences on e-learning users’ behaviour in developing countries: A structural equation model

This study investigated the determinants of Non-Fungible Token (NFT) purchase intention(PI)by integrating the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM). The research aimed to identify key factors influencing PI), including Attitude Toward NFTs (AT), Perceived Usefulness (PU), Perceived Ease of Use (PEU), Subjective Norms (SN), Perceived Behavioral Control (PBC), and Perceived Risk (PR). A quantitative research design was employed, with data collected through an online survey distributed via Google Forms in February 2024. Out of the 345 questionnaires initially distributed, 336 were validated and included in the analysis after filtering for participants with actual NFT usage experience.The findings revealed that PU and PEU positively influenced AT, which in turn significantly enhanced PI. PBC and SN were also found to have direct positive effects on PI, highlighting the importance of consumer confidence and social influence in driving behavior. Conversely, PR demonstrated a negative impact on PI, underscoring the deterrent effects of concerns related to security, privacy, and financial uncertainty. The study further confirmed the mediating role of attitude, showing that positive evaluations of NFTs play a crucial role in translating perceived benefits and usability into actionable PI. The integrated model combining TPB and TAM effectively explained the complexities of NFT PI, offering valuable insights for both theoretical understanding and practical applications in the NFT market. These results provide actionable recommendations for NFT platforms and marketers to enhance user engagement, mitigate PR, and foster positive consumer AT.

PurposeCash-waqf is one of the transformative models of waqf assets submission to optimize the receipt of waqf of money in Indonesia. Currently, cash-waqf can be paid through the platforms that are integrated with digital sharia banking systems (DSBS) such as Jadiberkah.Id (Bank Syariah Mandiri), Digital Wakaf Hasanah (Bank Negara Indonesia Syariah) and other waqf online services provided by Bank Syariah Bukopin, Bank Commerce International Merchant Bankers Niaga and Bank Rakyat Indonesia Syariah. This study aims to investigate the role of DSBS in stimulating Muslim youth’s decision to endow cash-waqf in Indonesia.Design/methodology/approachThis research involved 225 Muslim youth from several universities across the Special Province of Yogyakarta and Central Java as the research respondents. The analysis was conducted using partial least square structural equation modeling with WarpPLS 7.0.FindingsThe result of the structural model indicates that the research model is structurally good since it meets all model criteria. Perceived ease of use (PEU) is found as the most significant predictor of perceived usefulness (PU). Both generate a significant effect on Muslim youths’ attitudes toward DSBS. Overall, subjective norm (SN), perceived behavioral control (PBC), PU and attitudes are important determinants that lead individual decisions to use the online cash-waqf payment through DSBS. Finally, the research findings conclude that DSBS plays a significant role in encouraging the interest of young Muslim generations to participate in cash-waqf transactions.Originality/valueThis study seeks to contribute to the existing literature by enriching the discussion on DSBS’s service, especially in the context of optimizing the collection of Islamic Philanthropy through cash-waqf transaction. Also, this study integrates theory of planned behavior (TPB) and the technology acceptance model (TAM) into a single research model to explore the determinants of cash-waqf participation in digital era.

Financial Technology (fintech) has been a part of human life. Fintech becomes a solution of human needs without limits of space and time. Fintech makes it easy for people especially millennials to make donation. This study aims to explore the factors that influence Muslim millennial’s intention in giving donation through fintech. This study uses an integration model of Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). Online survey is used in this research including 115 Muslim millennials as sample. Data analized by Structural Equation Model (SEM) using Smart PLS. The results indicate that Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) have no significant effect on Attitude Towards Usage (ATU), Attitude Towards Usage (ATU) has no significant effect on Behavioral Intention (BI), Perceived Usefullness (PU), Subjective Norm (SN) and Perceived Behavioral Control (PBC) significantly have a positive effect on Behavioral Intention (BI). Overall fintech improves Muslim millennial’s intention to make donation easily and almost all of respondents know about fintech, even not all of the use fintech to donate. This research contributes both theoretically and practically.