Adoption Of Behaviors Research Articles

From theory to practice: An integrated TTF-UTAUT study on electric vehicle adoption behavior.

In Industry 4.0, the adoption of new technology has played a major role in the transportation sector, especially in the electric vehicles (EVs) domain. Nevertheless, consumer attitudes towards EVs have been difficult to gauge but researchers have tried to solve this puzzle. The prior literature indicates that individual attitudes and technology factors are vital to understanding users' adoption of EVs. Thus, the main aim is to meticulously investigate the unexplored realm of EV adoption within nations traditionally reliant on oil, exemplified by Saudia Arabia. By integrating the "task technology fit" (TTF) model and the "unified theory of acceptance and usage of technology" (UTAUT), this research develops and empirically validates the framework. A cross-section survey approach is adopted to collect 273 valid questionnaires from customers through convincing sampling. The empirical findings confirm that the integration of TTF and UTAUT positively promotes users' adoption of EVs. Surprisingly, the direct effect of TTF on behavioral intentions is insignificant, but UTAUT constructs play a significant role in establishing a significant relationship. Moreover, the UTAUT social influence factor has no impact on the EVs adoption. This groundbreaking research offers a comprehensive and holistic methodology for unravelling the complexities of EV adoption, achieved through the harmonious integration of two well-regarded theoretical frameworks. The nascent of this research lies in the skilful blending of technological and behavioral factors in the transportation sector.

Gamification in E-banking and E-wallets and Customer’s Loyalty

Gamification is a growing trend that significantly impacts consumer behavior, particularly in the development of gamification software in e-banking and e-wallets. Understanding how gamification affects existing customers is crucial to the success of these applications. To address this, we developed a study proposing a conceptual model that assesses the impact of variables such as gamification, perceived ease of use, perceived usefulness, reward, emotional motivation, benefit motivation, intended use behavior, and customer loyalty. The reward factor indirectly impacts both motivations for customer loyalty. This model can be used by scholars to study technology adoption behavior related to gamification in service industries. The study collected a sample of over 300 Gen Z individuals and used both quantitative and qualitative research methods, including the 5-point Likert scale and software such as SPSS and SMART PLS to analyze the data and test the SEM model. The findings provide valuable insights into the application of gamification as a novel marketing strategy, which can help ensure user loyalty and attract more potential customers, thereby increasing business revenue. Overall, this study contributes to understanding the impact of gamification in e-banking and e-wallets.

Together forever? How customer co‐creation affects the adoption of digital service innovations over time

AbstractThis study delves into the intricate relationship between customers' willingness to co‐create (WCC) and the required level of co‐creation (LCC) for effective service innovation adoption. In response to recent findings suggesting a “co‐creation sweet spot,” beyond which additional co‐creation activities have detrimental effects, this research aims to provide both theoretical and empirical insights into this phenomenon. Unlike previous investigations focusing on either the willingness to co‐create or the level of co‐creation at a particular point in time and overlooking potential interactions, our study considers their interactions over time, acknowledging that revenue for most digital services is generated through ongoing customer usage. Utilizing longitudinal data from 352 participants across four waves and employing structural equation modeling, our analysis reveals a nuanced pattern. Customers' willingness to co‐create predominantly shapes usage intention in the pre‐adoption stage, while the level of co‐creation becomes a critical driver for continuous usage in the post‐adoption stages. Further analysis using response surface analysis with polynomial regression confirms a specific matching logic: customers with low (high) willingness to co‐create expect a low (high) level of co‐creation from a service innovation. From a theoretical perspective, our findings contribute to bridging the research gap concerning an optimal co‐creation level, offering insights into psychological processes underlying the co‐creation sweet spot. Furthermore, we also shed light on temporal aspects of the interplay between willingness to co‐create and the level of co‐creation, offering a more holistic perspective on their joint influence on adoption behavior. From a managerial perspective, our study challenges the traditional assumption that more co‐creation naturally leads to better outcomes. It emphasizes the significance of tailoring the level of co‐creation in digital service innovations based on customers' intrinsic willingness. This strategic customization aligns with the evolving landscape of digital service innovation, offering practical insights for managers striving to optimize their co‐creation strategies.

Adoption determinants of improved cassava varieties and intercropping among East and Central African smallholder farmers

AbstractA key constraint to cassava productivity in Africa is the lack of adoption of improved cassava varieties tolerant to pests and diseases. To understand the drivers of adoption behavior, we examine the simultaneous adoption of improved cassava varieties and intercropping by 1200 smallholder farmers in Malawi, Tanzania, and Uganda. Using a linear model, we find that varietal characteristics, such as yield and early maturity, are critical drivers of adoption. Access to extension and credit is associated with an increase in the attractiveness of yield‐improving characteristics. We conclude that a more targeted extension approach would increase technology adoption in these countries.

Mediating Role of Social Media in Medical Tourism Visit Decision: A Behavioural Perspective

Social media (SM) has become the main communication medium for both personal and professional communication on a global scale. Despite its many benefits, it is challenging to persuade consumers to accept and use SM as a platform for exchanging health-related information. In contrast to other businesses where individuals utilise social media to freely share their real-life experiences, marketing medical tourism through interactive communication creates several hurdles owing to sensitive matters such as patient health and underlying risk. Healthcare providers' advertising activities and medical tourists' choices to visit are becoming increasingly reliant on social media platforms. Potential medical tourists should use this technology to benefit from SM and learn more about health care. The goal of this research was to see if SM impacts a person's decision to travel to a medical tourism destination. The researcher’s major focus was on social media platforms as a mediator element for medical tourists, as well as their effect on decision-making. To better understand how new technologies are adopted and utilised, the Unified Theory of Acceptance and Use of Technology (UTAUT) and Theory of Planned Behaviour (TPB) were used to research new technology adoption and user behaviour, respectively. These will serve as the study's fundamental hypotheses. The Statistical Package for Social Sciences (SPSS) and Structural Equation Modelling (SEM) - Partial Least Squares (PLS) will be utilised for data analysis. This study's participants will be medical tourists seeking treatment in Malaysian private hospitals.

Does Quality Certification or Product Diversification Improve the Performance of Small and Medium Enterprises?

This study utilizes a Cobb–Douglas production function and an instrumental variables regression approach to analyze the impact of quality certification and product diversification on asset productivity at the firm level. Analyzing a panel dataset of approximately 2500 firms from 2011, 2013, and 2015 showed that regional norms significantly influence adoption behaviors, which vary across industries and business types. The study reveals that firms employing computers and those with a larger scale are more inclined to adopt these strategies. The results showed that quality certification enhances asset productivity by approximately 26%, highlighting its positive role. In contrast, firms with diversified products exhibit about 18% lower asset productivity than mono-product firms, suggesting a trade-off inherent in diversification. The study concludes with policy recommendations emphasizing the promotion of quality certification while carefully considering the complexities and potential inefficiencies arising from product diversification strategies.

Factors shaping the adoption of sustainable vegan diets

AbstractThe quality and choices of food contribute significantly to human well‐being and support the development of healthy communities worldwide. Despite being the world's largest vegetarian nation, India predominantly follows lacto‐vegetarianism, allowing dairy consumption and creating a distinct dietary landscape shaped by influences from religious, social, and cultural beliefs. This complexity, where dairy and cultural‐religious factors play pivotal roles, makes India a compelling and unique case for understanding the intricacies of adopting vegan dietary preferences. In the present study, an integrated model derived from the health belief model (HBM), the value attitude behavior (VAB) model, and social stigma was adopted as the theoretical framework. The study analyses the interactive effect of perceived benefits, barriers, environmental beliefs, health beliefs, and anti‐speciesism values, with the novel inclusion of social stigma as an independent variable affecting attitudes and intentions toward adopting a vegan diet. To achieve its objective, the study employed a quantitative methodology, recording consumers' responses through a structured questionnaire. The analysis encompassed 504 valid responses from Indian consumers from diverse backgrounds and varied locations. The result unveiled several noteworthy and unique trends. It was found that perceived benefits had a positive impact, while perceived barriers had a negative impact on the health beliefs associated with a vegan diet. Environmental beliefs, health beliefs, and anti‐speciesism values exhibited a positive influence on individuals' attitudes toward adopting a vegan diet. Conversely, social stigma had a negative impact on attitudes toward a vegan diet. Attitude emerged as a pivotal mediator, connecting the social stigma to the vegan diet adoption behavior. The findings of the study offer valuable insights for policymakers, manufacturers, and marketers seeking to encourage the adoption of vegan diets in countries with predominantly vegetarian populations. Additionally, the study puts forth actionable strategies, outlined as implications to promote the widespread adoption of the vegan diet.

Risks associated by consumers with clothing rental: barriers to being adopted

PurposeTo identify the risks associated by consumers with renting clothes.Design/methodology/approachA descriptive research with a quantitative approach was carried out. First, the measurement models of the variables involved in the proposed model were validated. After verifying the existence of the variables, the resulting model was finally estimated through structural equation modelling.FindingsThe results obtained establish the six dimensions that make up the problems associated by consumers with the clothing rental business model. These problems encompass various types of risks: financial, physical, performance, psychosocial, inconsistency with values and lifestyle, as well as lack of trust in the service provider. The results obtained show that only inconsistency, financial risk and physical risk have a significant effect on attitude. These performance risks, together with the consumer's attitude towards renting, have a negative effect on the intention to rent.Originality/valueFactors that have a negative effect on attitude have been studied less than the facilitators of attitude. This is the first study in Spain.Practical implicationsThe results will help managers to understand the adoption behaviours of these models.Social implicationsThis study helps understand the social innovation needed to change consumers' relationship to clothing.

Exploring the behavioral stage transition of traveler's adoption of carsharing: An integrated choice and latent variable model

This study investigates the process of stage transition in traveler's adoption of carsharing. The carsharing adoption behaviors are classified into five stages using the transtheoretical model: precontemplation (PC), contemplation (C), preparation (PA), action (A), and maintenance (M). In Beijing, a comprehensive survey combining stated preference and revealed preference methods is conducted to collect data on travelers' adoption attitudes and related attributes, such as socioeconomic characteristics, travel features, and carsharing usage environments. Specifically, ten latent attitudinal variables are derived from the technology acceptance model and theory of planned behavior. An integrated choice and latent variable model is developed to examine the impact of these explanatory factors on the transition processes between the five adoption stages. The findings reveal that the effects of explanatory factors on stage transitions in carsharing adoption behaviors differ across stages. Factors such as education level, income, having children, car ownership, familiarity with carsharing, personal condition, and social pressures play a crucial role in the early stages of understanding before carsharing adoption, namely the PC-C and C-PA stage transitions. Conversely, in the later stages (PA-A and A-M), travelers show a greater emphasis on carsharing infrastructure, including station reachability, vehicle availability, and perception toward rental stations and shared vehicles. Additionally, factors related to travel habits and expectations are influential throughout all stages of the carsharing adoption process. Lastly, three categories of measures, namely soft, neutral, and hard measures, are derived from the results to guide policymakers and carsharing operators in formulating strategies for the operation and management of carsharing systems.

Understanding the key drivers in using mobile payment (M-Payment) among Generation Z travellers

PurposeThe purpose of this study is twofold. The first objective is to identify the factors that affect Gen Z tourists' M-payment behaviour. Next, this study investigates the inter-relationship between Gen Z tourist’s perception of M-payment benefits, adoption behaviour, usage risk and future usage intention.Design/methodology/approachThe sample comprised Malaysian Gen Z individuals (n = 326) who had experience using M-payment methods while travelling outbound. Given the complex nature of the model and the goal to predict and explain relationships within Gen Z's M-payment usage, partial-least square-structural equation modelling was used to assess the study framework and test the proposed relationships.FindingsThis study reveals significant influences on Gen Z tourists' behavioural intentions towards M-payment usage. Perceived benefits, performance expectancy, social influence and perceived trust positively impact behavioural intentions, while effort expectancy exhibits no significant effect. Furthermore, perceived trust is strongly influenced by perceived security, which also positively influences behavioural intentions. A mediated relationship is evident as trust mediating the effect of perceived security on behavioural intentions.Research limitations/implicationsThis study’s findings contribute to understanding the intricate relationships influencing Gen Z's M-payment behaviour and underscore trust's pivotal role in mediating the security–behavioural intention relationship.Originality/valueThis study is among the first to consider Mental Accounting Theory and the Unified Theory of Acceptance and Use of Technology as crucial underpinning theories in comprehending the intricate relationships that influence Gen Z travellers' perceptions and behaviours concerning M-payment systems.

Predictors of Agricultural Technology Adoption Among the Cassava Farmers in the North- Central Nigeria

This research paper delves into the underexplored realm of agricultural technology adoption behaviour among cassava farmers in North Central Nigeria, with a focus on elucidating the predictors of technology adoption within the region. Leveraging a quantitative survey research design, data was collected from 377 cassava farmers through structured questionnaires. Findings reveal significant relationships between various factors such as performance expectancy, effort expectancy, social influence, facilitating conditions, price value, hedonic motivation, prior experience, and the adoption of agricultural technology. Through multiple linear regression analyses, it was established that these factors exert substantial influences on technology adoption behaviour among cassava farmers. Based on empirical evidence, policy recommendations were formulated to enhance the adoption of agricultural technologies among cassava farmers, aiming to foster a transition from subsistence to commercial farming, thereby bolstering agricultural productivity and socio-economic development in the region. These recommendations encompass governmental support for improved cassava seedlings, duty-free importation of agricultural implements, procurement and distribution of tractors, expansion of extension services, fertilizer production facilities, subsidized procurement of agricultural machinery, and enhanced importation policies for agro-chemicals. This research contributes to a deeper understanding of the complex dynamics underlying technology adoption in agricultural contexts, offering insights for policymakers, practitioners, and researchers alike.

Biometrics Authentication for E-payment

This study is designed to assess several key predictors of user intention to accept biometrics authentication for e-payment. To do so, a research model is constructed based on the prominent unified theory of acceptance and use of technology (UTAUT) framework. Further, the UTAUT model is expanded by integrating three prevalent constructs that are essential to accept biometrics authentication. As the principal analytical tools, structural equation modelling (SEM) and importance performance map analysis (IPMA) are employed. The study reveals significant effects of performance expectancy, effort expectancy, social influence, perceived risk and perceived trust on attitude. Moreover, attitude, facilitating conditions, and perceived trust play a substantial role in predicting user adoption intention to biometrics authentication in e-payment. The IPMA suggests that perceived trust and facilitating conditions fall into the critical zone, requiring special managerial considerations. This research has offered a comprehensive research model to explore users’ biometrics authentication adoption behaviour, particularly in the field of e-payment. This study assesses the initial adoption behaviour of biometrics authentication in e-payments; therefore, assessing users’ continuance usage behaviour of this technology can be a potential for future research

Convenience, opportunities, risks and challenges of IoT for individual and business consumers: Systematic literature review from 2010 to 2022

IoT offers control over devices and enables users to have real-time monitoring, increased efficiency, and reduced energy costs. As the technology is in its infancy stage, there are several domains that need to be studied. Researchers have made contributions to analyze the key aspects of IoT, including its usage, benefits, risks, and requirement for technological infrastructure. Furthermore, studies were conducted from the consumer’s perspective, aiming to know their preferences and adoption behaviors. This systematic review of literature, based on previous studies from 2010 to 2022, aims to enrich literature while presenting a comprehensive and detailed review of 42 articles from 43 journals and international conferences. The reviewed articles have been selected from databases including Scopus, Web of Science, and Science Direct. The theory development, characteristics, context, and methodology framework (TCCM) has been used to examine these four aspects in consumer behavior regarding IoT devices. The review presents an overview of research in this area and also presents future research directions to spur scholarly research. The research’s contribution to academia and industry is that it provides useful information regarding key aspects of IoT while suggesting new ways for further improvements. The research provides key insights to the IoT industry and how they can overcome product and adoption-related challenges.

Two cities, two stages in transforming society-a mixed methods study comparing doctors' adoption of mobile apps for communication with patients in Hangzhou and Yancheng, China.

Mobile apps have become commonplace in doctor-patient communication over the last 20 years. Doctors mainly use two kinds of app, social networking apps (i.e., WeChat) and medical platform apps (i.e., Haodf). The purpose of this study was to investigate whether the attributes of social interaction in local society impact doctors' choice of mobile apps to communicate with patients. This article addresses two research questions: (a) To what degree do doctors' adoption patterns in different societies differ? (b) Why do doctors choose certain mobile apps to communicate with patients? This study employed a mixed methods research design to analyze doctor's adoption behavior patterns in two cities, Hangzhou (HZ) and Yancheng (YC), which represent two stages in transforming society. Various patterns, measured as the percentage of doctors who utilize the medical platform app of Haodf among all doctors and the average service counts per doctor, were compared in three groups of tertiary hospitals: the top ones in HZ, the average ones in HZ, and the average ones in YC. We also conducted thematic content analysis of qualitative data from semi-structured interviews with 20 purposely selected doctors in the two cities. The percentages of doctors who have adopted the app of Haodf from the three groups of tertiary hospitals were 49.97%, 41.00%, and 32.03%, with an average service counts per doctor of 261, 182 and 39, respectively. According to the interviewees, doctors from YC are more likely to use social networking apps to communicate with patients than their HZ counterparts to maintain social connections with their relatives, friends, colleagues, and others. This study demonstrates that doctors' choices of mobile apps are dependent upon social context. In traditional society, where people have close ties, the logic of using social networking apps lies in doctors' need to maximize the utility of their knowledge by maintaining social connections with others. In modern society, where the close ties between people have gradually weakened, the logic of using medical platform apps lies in doctors' needs for reputation marketing, either for themselves or for institutions, their affiliated departments or hospitals.

Central policy attitudes and innovation diffusion of local government: the case of China's river chief system.

The central government's policy attitude will affect local governments' innovation adoption behavior, but the diffusion process is not static, which shows dynamic changes. This essay illustrates the spreading process of the Chinese River Chief System (RCS). It discusses how the factors influencing the diffusion of the RCS alter dynamically under various policy attitudes of the central government by using the segmented Event History Analysis (EHA) and Piecewise Constant Exponential (PCE) models. The results found that, under the central government's implicit policy attitude, peer city pressure and official promotion increase the probability of adoption of the RCS. When the central government's policy encourages the attitude, intra-city factors and peer city pressure affect the diffusion of the RCS. Still, official promotion is no longer an influential influencing factor. All three factors are no longer practical when the central government introduces mandatory regulations. In addition, vertical higher-level pressure and horizontal peer city pressure on adopting the RCS are competitive rather than complementary relationships. Local governments' attitudes regarding the RCS went through a path of "good governance signal-governance tool-authority obedience" under the varied policy philosophies of the central government. Local governments pay more attention to the actual circumstances in the region due to the non-mandatory central government direction, which advances the art of adopting policies. Contrarily, the central government's stipulations render the other factors' policies obsolete.

The Impact of Network Structure on Knowledge Adoption: A Network Text Analysis on Knowledge-Sharing Platforms

In recent years, the public has increasingly relied on online knowledge-sharing platforms as credible and valuable sources to acquire information and knowledge. This work employed the network text analysis approach to explore the determinants of knowledge adoption from a structural perspective. First, we proposed a quantitative method to measure knowledge adoption behavior on a collective level based on the knowledge network. Then, we discussed knowledge concept adoption and knowledge relationship adoption. To build knowledge networks and analyze their structural features, this work collected 74 761 knowledge concepts from the Zhihu platform and 62 368 knowledge concepts in the Stack Overflow platform. The regression analysis results showed that the structural characteristics of knowledge concepts and knowledge relationships substantially affect their adoption. This study advances our understanding of knowledge adoption in an online knowledge-sharing platform and provides a structural analysis approach to large-scale online content data.

Big Data, Artificial Intelligence, and Financial Literacy: Exploring their Combined Influence on Investment Behavior among Chinese Household

The investing behavior of Chinese families is undergoing a dramatic transition in the context of the digital financial era, impacted by factors such as big data use, AI adoption, financial literacy, digital literacy, and risk aversion. Although prior research has offered useful insights into certain components, a thorough examination of their linked dynamics has been lacking. The purpose of this research was to look into how big data usage, AI adoption, financial literacy, digital literacy, and risk aversion influence investment behavior among Chinese households. Additionally, it aimed to learn more about how risk aversion and digital literacy function as mediators in these relationships. A questionnaire-based survey of 370 Chinese families was employed as part of the quantitative research methodology. The study employed AMOS to find the relationship between variables. The research found that big data usage, AI adoption, financial literacy, and digital literacy significantly and favorably influenced Chinese households' investment behavior. It was discovered that digital literacy mediated the linkages between the adoption of technology and investment decisions. Furthermore, risk aversion reduced the effects of financial literacy and big data usage on investment behavior. This study added to the body of knowledge by providing a comprehensive framework that incorporates several aspects impacting investment behavior. It shed insight into the complicated dynamics of technology uptake and literacy, as well as their impact on investment decisions. The study went beyond individual components to investigate their interactions, resulting in a more complex view of modern investment behavior. This study has broad-ranging effects that will help investors, financial institutions, governments, educators, and researchers. The focus on a particular setting and self-reported data are two important constraints that must be acknowledged. Future studies can investigate longitudinal dynamics and cross-cultural variances to further our understanding of investment behavior in the digital age.

Integrating farmers’ perception of sustainable agricultural technologies towards the development of sustainable tea production in China

ABSTRACT Technologies are essential for reducing environmental impact and increasing agricultural productivity. Previous adoption studies indicate several socioeconomic, technological, and institutional variables influencing the adoption of agricultural technologies. With less than a decade to the United Nation's sustainable development agenda for 2030, there are yet reports on farmers' resistance to sustainable agricultural technologies. Using a survey and multistage sampling procedure in selecting the respondents of 405 smallholder Chinese farmers, the study models farmers' adoption intensity of sustainable agricultural technologies and their impact on productivity. A 5-point Likert scale was used to analyse farmers' SAT perception levels. The PSM was used to eliminate a major proportion of bias when estimating a more precise treatment effect or impact of SAT adoption on productivity. The findings showed that farmers have mixed perceptions (positive and negative) about SAT adoption, which is reflected in their adoption decisions. The study found that family members as extension officers positively impacted farmers' adoption behaviour. On the contrary, regular visits by agricultural extension services had no impact on farmers' adoption behaviour, but positive on productivity. The results clearly showed elements of constraints in farmers' decision-making. The ATT results showed a significant and positive impact of SATs' adoption on productivity.

Coping with climate change: an analysis of farmers’ adoption behavior and its impact on production efficiency

Coping with climate change: an analysis of farmers’ adoption behavior and its impact on production efficiency

Understanding the behaviour of medical tourists: implications for strategy development

ABSTRACT Strategy and policy development for medical tourism largely depends on knowledge and understanding of the behavioral intentions of patients for cross-border travel to seek healthcare services. This study utilizes the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and decision tree models to explore the behavioral intentions of medical tourists and identify key factors for predicting medical tourism adoption decisions by patients. Safety expectancy and waiting time are found to be the most influential features for the prediction of behavioral intention and adoption behavior. Though social influence and price-value are found to be very important in predicting behavioral intentions, these features become redundant in predicting medical tourism adoption behavior. This study also reveals that medical tourists rarely consider recreational benefits as a supplementary service besides health services; rather, they decide to pursue medical services based on the primary healthcare service itself. This finding can provide deep knowledge to develop policies and strategies for medical tourism. Highlights An expanded conceptual framework is proposed to explore medical tourism. Six major factors emerged as determinants of tourists’ behavioral intentions. Impact of effort expectancy on behavioral intention is insignificant. Safety expectancy and waiting time are dominant predictors of behavioral intention. No significant impact of hedonic urge on medical tourism adoption behaviour.