Reimagining uses and gratifications

This study examines to understand the smartphone users' attitudes and intention towards social media apps with the perspective of three widely used models; uses and gratification (U&G) theory's psychological motivations factors (entertainment, sociality, and information), innovation diffusion theory (IDT) and the technology acceptance model (TAM). Thus, in the framework of this research, the proposed research model consists of three respective models. The random sampling technique used to collect research samples from Usak province in Turkey. The data used in testing the research model collected by the questionnaires. The numbers of the valid survey collected were 527. The structural equation modeling conducted to analyze the research assumptions and model. The outcomes indicate that the users' perceived ease of use (PEOU) influenced by complexity, relative advantage, observability, trialability. Perceived usefulness (PU) affected by compatibility, relative advantage, observability, trialability, and PEOU, while with attitude together influencing intention to use social media app. Another outcome showed that attitude determined by sociality, entertainment, PEOU, and PU. Empirical results also provided support for the integrative approach. The results show that TAM in the extension of an innovation diffusion theory and psychological motivations can help decision-makers in the social media app.

Despite the availability of many technological resources in academic settings and their determinant effect in the improvement of teaching and learning, it seems that teachers rarely used them. The aim of the present study is to investigate the effect of psychological variables on teachers` attitudes regarding technology use. In this research, most applicable models like the 'technology acceptance model', 'theory of reasoned action', and 'innovation diffusion theory' are used as the foundation for developing a conceptual framework. Variables such as 'perceived usefulness', 'perceived ease of use', 'trialability', 'subjective norms', and 'attitude' are recaptured from these models. The participants of the present research are high school English language teachers in Shiraz. The researcher uses stratified sampling to identify a representative sample from the population. The present study is administered by using five questionnaires to assess variables. The data are analyzed by means of path analysis. According to the obtained result, perceived ease of use is found to be affected by subjective norms and trialability, which in turn influenced the attitude of teachers toward using technology in their teachings. The results propose that the most influential factor on attitude is trialability (β= 0.38). On the other hand, perceived usefulness has a significant, influential effect on attitude. Subjective norms has an indirect but important effect on attitude.

ABSTRACTThe sharing economy literature has largely concentrated on the examination of peer-to-peer accommodation platforms such as Airbnb, with little attention paid on other innovations in collaborative consumption. This study investigates consumer adoption of the Uber mobile application through lenses of two theoretical models – Diffusion of Innovation Theory and Technology Acceptance Model. The results suggest that relative advantage, compatibility, complexity, observability, and social influence have a significant influence on both perceived usefulness and perceived ease of use, which in turn lead to subsequent consumer attitudes and adoption intentions. This study demonstrates the integration of the two classic adoption theories.

The study aims to investigate factors influencing Apple Pay adoption, focusing on lifestyle congruence, perceived security, perceived trust, perceived financial control, ease of use, and relative advantage. By applying the Technology Acceptance Model (TAM) and Diffusion of Innovation (DOI) theory, it seeks to understand these factors’ contributions to user perception and adoption, providing insights into user behavior and enhancing the effectiveness of digital payment solutions. A survey approach was employed, combining stratified random sampling and convenience sampling to collect data from major cities in Saudi Arabia, targeting Apple-pay users. The survey was distributed online via social media platforms. Data from 221 valid responses were analyzed using partial least squares structural equation modeling. The study revealed that the model explains 62.2% of the variance in the intention to use Apple Pay. Key findings include significant impacts of perceived financial control, relative advantage, perceived security, perceived trust, and ease of use on the intention to use Apple Pay. Lifestyle congruence and ease of use influenced usage intentions but not perceived relative advantage. These results underscore the importance of security, trust, and ease of use in driving Apple Pay adoption. The multi-group analysis findings indicate that younger users prioritize security and lifestyle congruence, while females value financial control and lifestyle fit, and males emphasize security and trust in their Apple Pay adoption decisions. This study uniquely integrates the DOI theory and TAM to examine Apple Pay adoption, highlighting the critical roles of perceived financial control, security, and trust. It expands traditional TAM by incorporating financial control, emphasizes security’s impact on trust, and introduces lifestyle congruence as a significant adoption driver. This comprehensive framework provides valuable insights for digital payment adoption.

The phenomenon of user acceptance of technology including Internet has become one of the key research themes by various researchers. The emergence of Internet has brought changes in traditional methods of marketing communications almost for every sector including the pharmaceutical industry. Previous researchers have mentioned that the Internet adoption among the physicians (especially in developing countries context) is need to be examined by deploying predominantly established models like TAM, IDT and TRI. Therefore an extensive review of literature emphasizing on IDT, TAM and TRI studies has been conducted, also the studies which examined physicians adoption of technology have been reviewed. The review of literature indicates that the prominent model and theories like TAM and IDT has some limitations in explaining user acceptance and these limitations could be tackled by integration. The literature also supported that integrated models of TAM and IDT and TAM and TRI have explained user acceptance phenomenon superiorly to TAM. Therefore, the various relationships which have been postulated in previous studies were recorded and analyzed. The literature reported that TAM examines effect of perceived beliefs, IDT examines effect of innovation attributes, and TRI examines effect of individuals readiness on acceptance and no framework is available which checks combine impact of these models. Hence based on a critical analysis of literature, this study suggests an integrated framework consisting of Innovation Diffusion Theory (IDT) Technology Acceptance Model (TAM) and Technology Readiness Index for examining adoption pattern of Internet among physician. Future research directions about the integration have also been suggested.

Purpose This study aims to explore investment behavior in the Islamic capital market by examining the adoption of neo-broker technology. It combines the innovation diffusion theory (IDT) and the technology acceptance model (TAM) to analyze how neo-broker technology supports investment in the Islamic capital market. Design/methodology/approach This study analyzed data from 208 neo-broker users investing in the Islamic capital market using partial least squares structural equation modeling, encompassing model specification, data analysis, estimation and result evaluation. Findings The findings indicate that constructs from the IDT, specifically result demonstrability and compatibility, significantly contribute to enhancing perceived usefulness and perceived ease of use. Conversely, relative advantage is observed to influence only perceived ease of use. Furthermore, within the TAM, perceived usefulness is found to be the primary determinant of investment intention in the Islamic capital market. This construct also functions as an intermediary, linking perceived ease of use to investment behavior. Practical implications This study provides practical guidance for technology developers and neo-broker service providers in the Islamic capital market. Enhancing perceived usefulness requires user-friendly interfaces, real-time data, optimized performance and Shariah-compliant instruments. Demonstrability and compatibility are ensured through transparent reporting, case studies and adherence to Shariah principles. Overall, these measures can strengthen neo-broker competitiveness and effectively shape investment behavior in the Islamic capital market. Originality/value This study makes a novel contribution by investigating investment intentions in the Islamic capital market through the adoption of neo-broker technology, an area that remains underexplored. Furthermore, it adopts an innovative approach by integrating constructs from the IDT-TAM to provide a comprehensive understanding of individual behavior in the adoption of neo-brokers.

Management Issues in Healthcare Information Technology

This study extends diffusion research to the intra-organizational level and integrates the classic diffusion of innovation theory (DIT) with the relatively new technology acceptance model (TAM) to empirically explore Chinese journalists' adoption of the internet. It makes a theoretical contribution by proposing four adoption categories — voluntary adopters, forced adopters, resistant non-adopters, and dormant non-adopters — according to the voluntariness of organizational members' innovation decision-making. Based on data from a nationwide survey of 813 journalists in China, this study demonstrates that the DIT and TAM are respectively related to voluntary and forced adoption of the internet.Young, male journalists who perceive the internet positively (i.e., relative advantage and ease of use) and think it to be popular in society are most likely to be voluntary adopters. High-ranking journalists who believe the internet can enhance their job performance and who work in large and technologically sophisticated organizations are most likely to be forced adopters.

The effect of innovation diffusion theory (IDT) activities on the adoption of Massive Open Online Courses (MOOCs) system management for education sustainability was investigated in this research. The research extended the Technology Acceptance Model (TAM) with IDT. Therefore, the aim of this study is to investigate the factors that influence business students' perceived behaviour control and actual use of MOOCs system management for education sustainability. Structural equation modeling (SEM) was used to evaluate the hypothesized relationships basis of data collected from 235 business students at Majmaah University. Business Students' feedback was classified into eight factors and analyzed to see how they perceived about their perceived behaviour control and how they used MOOCs system management for education sustainability. The results showed a strong link between perceived compatibility, relative advantage, and perceived enjoyment, as well as perceived ease of use and usefulness. Perceived usefulness and perceived ease of use influenced positively business Students' attitudes toward use MOOCs, perceived behaviour control, and actual use of MOOCs system management for education sustainability. From the results, perceived compatibility, relative advantage, and perceived enjoyment all have a positive and important effect on perceived ease of use and usefulness of MOOCs, according to the findings. Business students' attitudes toward MOOCs, perceived behaviour control, and actual MOOCs system management for education sustainability use are all positively influenced by perceived ease of use and perceived usefulness.

The purpose of this study was to examine the undergraduate students’ adoption of video lessons. The data were collected from 313 undergraduate students from Education, Health Sciences, and Letters Faculties within a large university in Turkey using a questionnaire with six constructs: ease of use, usefulness, enjoyment, intention, computer self-efficacy and relative advantage. The Technology Acceptance Model and Diffusion of Innovation Theory were used as the research framework for the study, and the data were analysed by Structural Equation Modeling. The results showed that ease of use and computer self-efficacy had a significant influence on usefulness of video lessons. Computer self-efficacy had a significant influence on ease of use regarding video lessons and usefulness of a video lesson had a significant influence on relative advantage. In addition, relative advantage and enjoyment had a significant effect on student intention to use a video lesson. Interestingly, it was found that perceived ease of use, perceived usefulness, and computer self-efficacy had no effect on the intention to use video lessons. Consequently, five constructs account for 38% of the variance intention to use video lessons. The research model was found to have a good fit.

The convergence of artificial intelligence (AI) technologies, including Generative Adversarial Networks (GANs) and diffusion models, has led to a paradigm shift in traditional design workflows, but the adoption of AI tools by designers is currently uneven. In the application of AI in design, existing related studies have mainly focused on designers' personal perceptions, while the influence of broad factors such as technological capabilities and social environment on the adoption behavior has not been comprehensively investigated. From the perspective of integrating Technology Acceptance Modeling (TAM) and Innovation Diffusion Theory (IDT), this study aims to fill this gap by thoroughly and comprehensively exploring the drivers of designers' adoption of AI tools. This study analyzed survey data from 209 design practitioners and students and used a combination of descriptive statistics, analysis of variance (ANOVA), and multiple linear regression to identify four key drivers of AI tool adoption: Perceived Usefulness, Relative Advantage, Industry Support, and Observability. The results show that Observability has a significant positive correlation with designers' willingness to adopt, and that excellent AI use cases can significantly increase designers' willingness to adopt. Relative Advantage shows a significant positive correlation, and the improved performance of AI as a design tool in terms of design efficiency and quality of creative output becomes an important factor in driving designers' adoption behavior. Industry Support plays a contributing role, indicating that recognition within the industry community helps increase designers' willingness to adopt AI tools. Perceived Usefulness had a moderate effect, while Perceived Ease of Use and Compatibility had insignificant effects. These findings suggest that factors of the social environment, personal perception, and technical performance collectively influence designers' eventual adoption behavior of AI tools. This study bridges the gap between theoretical technology acceptance models and practical AI system deployment in creative industries. It offers actionable insights that are of paramount importance to a diverse array of professionals, including computer scientists, AI developers, and design organizations, which are crucial to establishing an enhanced paradigm of human-AI collaboration.

Analysis of M-Tax Mobile Application Adoption on Tax Compliance in Indonesia Using Diffusion of Innovation Theory (DIT)

Purpose – The study explores the significant attributes that inspire customers to select OTT platforms and to measure the positions of OTT platforms in the mind of an individual via a perceptual map. Design/methodology/approach –To develop a perceptual map to measure the attribute-based motivation regulations with regards to OTT platforms. With combination of theoretical frameworks such as Technology Acceptance Model (TAM); Diffusion of Innovation Theory (DIT); Uses and Gratifications Theory (UGT) and Unified Technology Acceptance and Use Theory (UTAUT) used to develop as scale. Furthermore, this study used mixed method approach. Findings – Four attributes/ regulations were proposed: ease of use, social influence etc. Research limitations/implications – The study utilises a theoretical framework to create a structured framework for motivating young people based on OTT attributes. Practical implications – Study directs OTT marketers in strategically positioning the channel based on specific qualities. Originality/value – This work in the OTT channels utilized the combination of TAM, UGT, DIT and UTAUT framework.

This paper presents a review of the consumer’s behavior towards chatbot adoption. This paper will also help in investigating how a chatbot can be used in different areas such as in business ventures, online services, and E- commerce sites. But there isn’t enough study on users’ adoption of chatbots and businesses are not sure on how to create a chatbot that will boost their users’ adoption towards their venture. This study is done by reviewing the data on chatbot adoption collected through various sources from 1996 to 2019. The main objective of this study is to understand how a consumer behaves towards the adaptation of chatbots on these platforms. This study shows the impact of chatbots on consumer’s behavior. The study proposes a model based on the Technology acceptance model (TAM), Uses and Gratification (U&G) theory and diffusion of innovation theory. The technology acceptance model examines the mediating role of perceived ease of use and perceived usefulness in their relation between chatbot adoption and consumer behavior. The diffusion of innovations theory is the most appropriate for investigating the adoption of chatbot from the consumer’s point of view. Uses and gratification theory explores the influences of informativeness, entertainment, and irritation on consumer behaviour towards chatbot adoption. The study of this paper examines the TAM, U&G theory and Diffusion of innovation theory framework in the context of chatbot adoption, while the previous studies completely on efficiency-based software tools like word processing, spreadsheets, etc. The study can help developers to facilitate better human-chatbot interaction experiences in the near future. Possible design guidelines are recommended, showing different chatbot user motivations.

This study aims to explore South Korean consumers’ adoption of over-the-top (OTT) services, which are one of the most innovative media services available today. We employed two user-oriented approaches – the diffusion of innovation theory and the technology acceptance model – to propose an integrated consumer acceptance model for OTT services. We analyzed online survey data from 1,302 South Korean users of OTT services. Both structural equation modeling and confirmatory factor analysis methods indicated that OTT’s perceived compatibility, observability, and trialability based on the diffusion of innovation theory, and its perceived usefulness based on the technology acceptance model, are key determinants of consumer attitude toward OTT services, which are significantly correlated with their intention to use these services. Based on this study’s findings, several implications and research directions were presented, considering both the applicability and significance of the proposed research model.