Acceptance Intention Research Articles

Neural Bases of Brand Reputation Effect on Extension Evaluation: An ERPs Study.

Brand extension, as a marketing strategy, is frequently utilized by enterprises to produce new products. There exist several critical factors determining its success, such as brand reputation and perceived fit. The present study adopts the event-related potentials (ERPs) method to explore the underlying neural mechanism of the joint influence of the two factors on consumers’ evaluation of brand extension. Specifically, consumers were presented with a brand with corporate social responsibility (CSR) or corporate ability (CA) reputation, following attached to an extension product (high fit vs. low fit). And then, they were given a 5-point scale to report their acceptance intention (AI) toward the brand extension. Behavioral data showed a higher AI and a shorter reaction time for high fit in contrast to low fit conditions. For low fit conditions, consumers were more inclined to accept the extension product with a brand with CSR than CA reputation. Neurophysiologically, CSR reputation evoked a larger P2 amplitude and LPP amplitude than CA reputation. Moreover, the low fit conditions elicited a more positive LPP amplitude than the high fit conditions in the context of a brand with a CSR reputation. Yet, for a brand with a CA reputation, the effect of perceived fit was not found. These results may reflect early attention resources engagement and altruistic motivation at the late stage during brand extension evaluation. The findings provided neurological evidence for which of the two types of brand reputation (CSR vs. CA) have a more positive effect on brand extension.

Understanding Learner Continuance Intention: A Comparison of Live Video Learning, Pre-Recorded Video Learning and Hybrid Video Learning in COVID-19 Pandemic

ABSTRACT In response to the COVID-19 pandemic, the emergency policy for online learning at home has been launched in China. Live video, prerecorded video, and their combination are the three main video learning modes. Parental involvement emerges as a unique factor that may influence online learning effects. Students’ behaviors such as interaction, engagement may vary from traditional online learning context due to multiple reasons. Hence, the previous acceptance models are not applicable. In this paper, by modifying and extending the Expectation Confirmation Model, a unified acceptance and continuance intention model (UACIM) is proposed to explore the factors affecting students online learning continuance intention. Confirmation is omitted for the lack of a priori knowledge. Perceived ease of use is included as the factor assessing technology performance. Parental involvement, interaction, and students’ engagement are considered as external variables. The hypotheses are validated by the data collected from 306,139 students from Grade 4 to Grade 9 in Hubei Province, China. The results of structural equation modeling reveal that all variables are significant in explaining continuance intention, which indicates the vital roles of the external factors. Some negative correlations are found with suggestions that practitioners should be prudent when implementing interactions as well as offering individualized instructional designs. Furthermore, three video learning modes are found to be successful. The most preferable way is the hybrid mode with the most interactions, engagement, strongest satisfaction, perceived usefulness, and continuance intention. There are significant differences among three groups for most paths. Therefore, appropriate interventions can be devised to enhance learning effects and continuance intention when utilizing different video learning.

Attitudes of school teachers toward influenza and COVID-19 vaccine in Greece during the COVID-19 pandemic

ABSTRACT Our study aims to assess the attitudes, knowledge, and influenza vaccine uptake of school teachers, the intention to uptake influenza vaccine as well as the COVID-19 vaccine and to identify factors associated with vaccine acceptance during the COVID-19 pandemic in Greece. A cross-sectional online survey was conducted among elementary and kindergarten school teachers in the area of Western Greece from June 2020 to August 2020. A self-administered questionnaire was distributed via an internet-based link along with an invitation e-mail. Responses from 399 participants were retrieved. 139 (34.8%) had received the annual influenza vaccine in the season 2019–2020, whereas 215 (53.9%) stated that they would get it in the forthcoming season 2020–2021 (p < .001). 152 (38.1%) intent to get the COVID-19 vaccine when available. For COVID-19 vaccine factors that were independently associated with the intention to uptake included more than 15 years at work (p = .001), prior influenza vaccine uptake (p = .003), believing that COVID-19 vaccine should be mandatory (p = .04) and that school teachers are a high-risk group for COVID-19 (p = .001). In conclusion, COVID-19 pandemic appeared to have an impact on the intention of school teachers to get vaccinated for influenza. The low level of COVID-19 vaccine acceptance intention among the teachers in our cohort warrants further attention. Public health interventions should aim to increase knowledge on both influenza and COVID-19 and prevention of them via immunization in this particular at-risk population.

Analysis of the Structural Relationship among Social Media (SNS) Delivery App Quality, Technology Acceptance, and Acceptance Intention

본 연구의 목적은 현실적인 배달 앱의 필요성을 제기함으로써 기술수용 모델을 활용하여 영세한 음식점을 위한 새로운 배달 앱에 필요한 요소를 확인하고자 하였다. 이를 위해서 음식업 종사자를 대상으로 동반성장요소, 시스템품질요소, 관계마케팅 요소를 중심으로 기술수용모델을 적용하여 연구하였다. 분석 결과 동반성장요소는 지각된 용이성, 지각된 유용성에 영향을 미치는 것으로 거래관계와 협력관계가 지각된 용이성과 지각된 유용성에 영향을 미칠 것이라는 가설1-1 ~ 가설 1-4는 채택되었다. 시스템 품질요소 요인이 지각된 용이성과 지각된 유용성에 미치는 영향에 관한 연구 결과에서 보안성과 가용성 모두 지각된 용이성과 지각된 유용성에 미치는 가설 가설2-1~가설2-4가 채택되었다. 반면 관계마케팅 요인 중에서 관계투자가 지각된 용이성에 영향을 미칠 것이라는 가설 3-1은 기각되었고, 가설 3-2는 채택되었다. 커뮤니케이션이 지각된 용이성과 지각된 유용성에 영향을 미칠 것이라는 가설 3-3, 가설 3-4는 기각되었다. 또한, 지각된 용이성이 지각된 유용성에 영향을 미칠 것이라는 가설4와 지각된 용이성과 지각된 유용성이 수용 의도에 영향을 미칠 것이라는 가설 5와 가설6은 채택되었다. 본 연구의 결과는 새로운 배달 앱의 필요성을 제기하고 배달 앱의 수용의도를 위한 다양한 변수를 활용하여 실증 분석했다는 점에서 의미를 갖는다.

Physic-chemical characteristics and sensory evaluation of cakes with Nile tilapia (Oreochromis niloticus) waste flour

The fish processing industry generates a large amount of waste, that can be a nutrients source to the foods enrichment, such as cake that has low proteins, and consumed for different social classes. This study aimed to produced cakes with Nile tilapia (Orechromis niloticus) waste flour (NWF), formed by head, fins and the spine with meat remaining from filleting process, and evaluate its chemical and sensory properties. The formulations cakes with NWF obtained products with higher protein contents, essential fatty acids, and minerals, especially calcium and phosphorus, and lower car-bohydrates contents in relation to Control formulation (without NWF). The cakes with NWF had sensory acceptance (scores higher than 7.0 from 9.0 points) and purchase intention (scores higher than 3.8 from 5.0 points) and did not differ from the Control. The cakes with NWF can be a way to increase the supply of essential nutrients to the population through a popular and sensorial accepted product. This study showed that Nile tilapia waste flour (NWF) heads stands out a promising source for producing cake with high nutritional quality, positive economic potential, better physicochemical properties and, food industry solid waste reduction by used in food.

Factors contributing to teachers’ acceptance intention of gamified learning tools in secondary schools: An exploratory study

Factors contributing to teachers’ acceptance intention of gamified learning tools in secondary schools: An exploratory study

Investigation of College Students' Intention to Accept Online Education Services: An Application of the UTAUT Model in Korea

This study acknowledges the necessity to make changes in the domestic education service market given the coronavirus (COVID-19) pandemic outbreak in the fourth industrial revolution era. Considering the change from traditional classroom education service to online education service, we measure the online education service quality and investigate its effects on its acceptance intention among college students. We employ the SERVQUAL measurement model, a universal method with the longest history. In measuring acceptance intention, we use the unified theory of acceptance and use of technology (UTAUT), an accurate measurement method for the effect on acceptance intention of introducing new technology. So, this study mainly focuses on SERVQUAL and UTAUT as these tools relate to online education. The research results show that all five sub-factors of the online education service quality have positive correlations with acceptance intention. The higher the empathy with the online education service quality and the higher the performance expectancy and social influence in the UTAUT model, the higher the college students' intention to accept the online education service. Given that the significance of online education service will likely further increase in the future, this study can serve as a reference for preparing a practical framework.

Direct and indirect effects of customer financial condition in the acceptance of Islamic microfinance in a frontier market

PurposeThe study aims to identify a gap within the extant literature on the inadequacy of earlier extension of the theory of reasoned action (TRA) and theory of planned behavior (TPB) to accommodate the peculiarity of Muslims majority countries that experiencing poverty growth in modeling the factors influencing the acceptability of Islamic financial products and services. To address this gap, this study expands the aforementioned theories through the integration of customer financial condition through the analyzes of both direct and indirect effects.Design/methodology/approachThe quantitative research design was deployed through data, which was collected from samples of microentrepreneurs within the agricultural sector of northwestern Nigeria. The data from this sample was analyzed through hierarchical regression analysis.FindingsThe findings confirmed significant direct effects of all the original TPB variables; attitude, subjective norms and perceived behavioral control on acceptance intention of Islamic microfinance. More pioneering, the study established a significant direct negative effect of customer financial condition on the acceptance of Islamic microfinance among agribusiness customers. It further established the indirect (moderating) effects of customer financial condition on the influence of subject norms and perceived behavioral control on acceptance intention of Islamic microfinance, however, such indirect effect was not established in relation to the influence of attitude.Research limitations/implicationsThe findings implied that the providers of Islamic financial products and services should target Nigeria’s frontier market as a potential avenue for expanding their existing market share. More specifically, the agricultural sector of northwestern Nigeria could be given focus in such a marketing strategy. In terms of social impact, providing necessary finances to the agricultural sector will further enhance employment creation and reduce poverty in the northwestern region.Originality/valueDespite several extensions of TRA and TPB in various settings, this could the first study which examined both direct and indirect effects of customer financial condition not only in relation to the acceptance of Islamic microfinance but also all other Islamic financial products and services.

Global Marketing Strategies of Korean Laver Exportation through Image, Selection Attribute, Familiarity: A Focus on Four Countries

Purpose - The study was designed to identify the different perceptions of the image of Korea’s laver, selection attributes, and familiarity by different nations of consumers and relationships which effect acceptance. Design/Methodology/Approach - Data samples were collected via an online survey of consumers from China, the U.S., Thailand, and Japan that have eaten Korean laver in the past. A total of 400 questionnaires were collected, and 356 responses, a rate of 89%, were used for data. Findings - First, there were significant differences in the image of Korean laver by country. The U.S. showed Korean laver images in the order of safety, value, exotic, premium, and craftsmanship, while China recognized laver in the order of safety, exotic, craftsmanship, value, and premium. Japan recognized it in the order of safety, value, exotic, premium, and craftsmanship. Second, there were also significant differences in selection attribute of laver by country. China chose in the order of taste, origin, and brand, while Japan chose in the order of taste, safety, and brand. Japan also chose in order of flavor, safety, and brand. Thailand chose in the order of taste, safety, and origin. The U.S. chose taste, nutrition, and brand. Third, consumer familiarity with Korean laver differed significantly by order of country. Fourth, familiarity had a significant effect on acceptance intention. Research Implications - The current research results offer managerial insights as well as a practical point of view that increases the utilization rate by identifying the perceptions of Korean laver in major target export nation consumers. According to the findings of our research, the results help establish marketing strategies by understanding the strengths and weaknesses of Korean laver’s image and selection attributes. Furthermore, it is important to recognize the familiarity of different countries’ consumers in order to enhance their acceptability of Korean laver.

기술수용모델 관점에서 본 청소년 통신언어 수용의향에 미치는 요인 간의 구조 관계 분석

기술수용모델 관점에서 본 청소년 통신언어 수용의향에 미치는 요인 간의 구조 관계 분석

Perceived city smartness level and technical information transparency: The acceptance intention of health information technology during a lockdown

With the acceleration of urbanization, effective smart city programs need to consider both daily management and crisis management. In this process, to enable health information technology to better contribute to the construction of smart cities, the government and firms need to pay attention to the public's intention to adopt technology. Based on the context of China's response to the COVID-19 pandemic in smart cities, we analyze the influencing factors of the behavioral intention to use health information technology using an extended unified theory of acceptance and use of technology model. Data for this study were collected from 721 inhabitants of 290 smart cities in China. The empirical results showed that performance expectations, effort expectations, social influence, and facilitating conditions positively affected their behavioral intention to use health information technology, whereas perceived risk had the opposite effect. This study found that the positive effects of social influence and effort expectations on the behavioral intention to use health information technology increased with improvement in the perceived level of city smartness and technical information transparency. Finally, we discuss theoretical and practical implications.

Elaboração de farinha de okara e sua aplicação em iogurte: Avaliação sensorial

Uma maneira de aumentar valor nutricional ao iogurte consiste na suplementação com farinhas, mas é necessário otimizar formulações que atendam às expectativas dos consumidores. Portanto, o objetivo deste trabalho foi a elaboração e avaliação de farinha de okara e a sua aplicação em iogurte desnatado sabor morango. A farinha de okara destacou-se pelo seu valor nutricional, principalmente o alto teor de fibra alimentar total (55,69%). Na primeira etapa da análise sensorial aplicou-se o Teste do Ideal com as concentrações de 1%, 2%, 3%, 4% e 5% de farinha de okara. A concentração ideal foi 0,87%. Na segunda etapa, a aceitação e a intenção de compra dos iogurte com adição de 0% (controle), 0,87%, 1,67%, 2,67% e 5,40% de farinha de okara foram avaliadas. Os iogurtes sem adição de farinha de okara e com 0,87% foram os mais aceitos e com maior intenção de compra. Portanto, conclui-se que é possível a incorporação dessa farinha em iogurte.

A Study on the Acceptance Intention of University Professors for Convergence Education

A Study on the Acceptance Intention of University Professors for Convergence Education

The impact of K-beauty social media influencers, sponsorship, and product exposure on consumer acceptance of new products

This research identified the different ways in which K-beauty social media influencers (SMIs) impact consumers’ tendencies to accept new products by closely investigating their sponsorship displays and product exposure methods. We conducted an experiment to examine how influencers’ posts affect Chinese millennial consumers’ acceptance of new products. We used a 2 (influencer type: celebrity versus general public) × 2 (sponsorship display status: display versus no display) × 2 (product exposure method: exposure versus no exposure) factorial design. The findings reveal that the social media posts that made consumers most likely to accept a new product were created by a general public influencer and did not include a display of any sponsorship affiliation with the product. Additionally, there was a significant interplay between the influencer type, sponsorship display status, and product exposure method regarding consumers’ acceptance intention toward a new product. A consumer was most likely to accept and purchase a new product when three factors (general public influencer, sponsorship displayed, and product exposed) were combined. Based on the findings, we draw important implications and present marketing strategies for companies in the beauty industry that use SMI marketing.

스포츠를 활용한 5G 광고속성이 광고태도 및 수용의도에 미치는 영향

The purpose of this study is investigating how sport-utilized 5G advertisement attribute affects advertising attribute and advertisement acceptance intention to provide empirical basic data for effectively utilizing sports advertisement contents. For the subject of the study, customers from more than 20 years of age who experienced the sports-utilized 5G advertisement were selected as the population, and online questionnaires were distributed; total 286 cases were used for final analysis. The questionnaire is consisted of total 27 questions using 5-point Likert scale. For data processing, statistical analysis software SPSS 22.0 were used for the frequency analysis, the exploratory factor analysis, the reliability analysis, the correlation analysis, and the multiple regression analysis. The results are as following. First, advertisement a ttitude had meaningful effect on advertising attitude. Second, advertisement attribute had partially meaningful effect on acceptance intention. Third, advertising attitude had meaningful effect on acceptance intention. Putting together the above results, it can be decided that the sports-utilized advertisement sets up favorable and positive feelings to new technology consumers and that the sports field has very large possibilities as a marketing factor to approach various fields like cutting-edge technology. Therefore, when a new technology emerges in various industries, not only applying sports as a product of the advertisement, the advertisers or the large advertising agencies can utilize sports contents to facilitate communication with the public and a positive effect is expected from it, based on this study.

TR 2.0과 TAM을 적용한 중·고령자의 헬스케어 어플리케이션 수용의도에 관한 연구

본 연구는 TR 2.0(기술준비도)과 TAM(기술수용모델)을 적용하여 중·고령자의 헬스케어 어플리케이션 수용의도를 규명하는데 목적이 있다. 이를 위해 스마트폰 기기를 사용하지만 헬스케어 어플리케이션을 이용해 본 경험이 없는 중·고령자를 표본 집단으로 선정하였으며, 총 247부의 설문지를 회수하였다. 회수한 설문지 중 불성실하게 응답했다고 판단되는 표본 11부를 제외하고 총 236부의 설문자료를 최종 분석에 사용하였다. 자료처리는 SPSS ver. 25.0과 AMOS ver. 22.0을 활용하여 빈도분석, 신뢰도분석, 확인적 요인분석, 상관관계분석, 구조방정식모형 분석을 실시하였다. 이에 따른 본 연구의 결과는 다음과 같다. 첫째, TR 중 낙관성과 혁신성은 지각된 사용용이성에 정(+)의 영향을 미쳤으며, 불편함과 불안함은 통계적으로 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 낙관성은 지각된 유용성에 정(+)의 영향을 미쳤으나 혁신성, 불편함, 불안함은 통계적으로 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 지각된 사용용이성은 지각된 유용성에 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로, 지각된 사용용이성은 수용의도에 통계적으로 유의한 영향을 미치지 않는 것으로 나타났으나 지각된 유용성은 수용의도에 정(+)의 영향을 미치는 것으로 나타났다.

A Predictive Model on the Intention to Accept Taekwondo Electronic Protection Devices

This study’s purpose was to establish a predictive model of the intention to accept Taekwondo electronic protector devices through the application of the technology acceptance model. Two hundred and twenty collegiate Taekwondo practitioners affiliated with the Korea Taekwondo Association participated in a survey that included 28 questions (4 relating to demographic characteristics, 12 to precursor variables, and 12 to the technology acceptance model). Correlation and structural equation modeling analyses were applied and a significance level of 0.05 was used. The results were as follows. Perceived quality had a significant influence on perceived ease of use (β = 0.380, t = 3.481, p &lt; 0.001) and perceived usefulness (β = 0.544, t = 5.098, p &lt; 0.001). Visual attractiveness had no significant influence on either perceived ease of use (β = 0.159, t = 1.798, p = 0.072) or perceived usefulness (β = −0.010, t = −0.131, p = 0.896). Wearability had a significant influence on perceived ease of use (β = 0.234, t = 2.867, p &lt; 0.01), but a significantly negative influence on perceived usefulness (β = −0.218, t = −2.932, p &lt; 0.01). Functionality had no significant influence on either perceived ease of use (β = 0.116, t = 1.031, p = 0.302) or perceived usefulness (β = 0.107, t = 1.093, p = 0.274). Perceived ease of use had a significant influence on perceived usefulness (β = 0.418, t = 4.361, p &lt; 0.001) and acceptance intention (β = 0.361, t = 4.031, p &lt; 0.001). Perceived usefulness had a significant influence on acceptance intention (β = 0.525, t = 5.758, p &lt; 0.001). These results suggest that improving the perceived quality and wearability of the devices will enhance their acceptance. We believe that this study provides an appropriate verification model for the intention to accept Taekwondo electronic protection devices.

Factors Affecting Photovoltaic Solar Technology Usage Intention among Households in Malaysia: Model Integration and Empirical Validation

The objective of this research is to identify the antecedents affecting the behavioural intentions of local housing residences in using photovoltaic (PV) solar technology in their houses. An integrated model of behavioural intention to use PV solar technology is tested in this research. This study combined the theory of reason action (TRA), technology acceptance model (TAM), theory of planned behaviour (TPB) and diffusion of innovation (DOI) theory. Additional factors, including cost, awareness, and government initiatives, are also included in this model. The proposed model findings are based on empirical data from a sample of 382 residences in Malaysia. This study postulates that the intent to use PV solar technology is predicted by trialability, compatibility, perceived ease of use, relative advantage, observability, perceived behavioural control, attitude, subjective norms, cost, government initiatives, and level of awareness towards photovoltaic technology. The integrated model achieves 54% variance explained for usage intention of PV solar technology among housing residences in Malaysia. The findings suggest an integrated model for the acceptance intention of PV solar technology, which can assist stakeholders in planning, evaluating, and executing PV solar technology.

A Study on the Influencing Factors on the Acceptance Intention of Autonomous Vehicles Level 4-5

A Study on the Influencing Factors on the Acceptance Intention of Autonomous Vehicles Level 4-5

How SoLoMo-based product recommendations influence consumers' acceptance intention: the moderating role of gender

With the advances of technology, SoLoMo-based product recommendation has captured the attention of marketers. According to the information adoption model, this study examined how source credibility, perceived accuracy, and perceived benefit influence the acceptance intention of consumers toward SoLoMo-based product recommendations through recommendation usefulness, with gender as a moderator. Based on 257 data and the PLS technique, the empirical test showed that consumers' acceptance intention toward SoLoMo-based product recommendations is determined by source credibility and recommendation usefulness; source credibility, perceived accuracy, and perceived benefit positively affect recommendation usefulness. In addition, gender is an effective moderator. Implications for theory and practice were discussed.