Customer Innovation Research Articles

EXPLORING KEY DRIVERS OF FRONTLINE SERVICE ROBOT ACCEPTANCE IN THAI RETAIL SERVICE CONTEXT: A QUALITATIVE STUDY

This qualitative study explores the factors associated to the acceptance of frontline service robots (FSRs) in the context of retail services in Thailand. In-depth interviews were conducted with a sample of 30 participants who had direct experience with FSRs. The data was analyzed using thematic analysis. The findings revealed five key elements associated with the acceptance of FSRs: individual heterogeneity factors, functional elements, social-emotional elements, psychological comfort elements, and value elements. The research findings revealed five key elements associated with the acceptance of FSR: 1) Individual heterogeneity factors, which refers to the perception of an individual's technological capability; 2) Functional elements, which includes the efficiency of service delivery and command reception of the FSR; 3) Social-emotional elements, which involves the facial expressions and tone of voice of the FSR; 4) Psychological comfort elements, which positive feelings of mental ease and reliability; and 5) Value elements, which pertains to the perceived value in the service delivery provided by the FSR. The study indicated that individuals who chose to interact with FSRs exhibited high self-efficacy, low technology anxiety, and a high level of customer innovativeness. Additionally, it was found that functional attributes, such as providing quick and accurate services, along with social and emotional aspects, including facial expressions and polite manners, were related to perceived utilitarian value, hedonic value, and psychological comfort, all of which associated the acceptance of FSRs.

Structural Equation Model of the Variables Affecting the Online Shopping Behavior of Generation-Y

Purpose: 1) To investigate the goodness of fit of the SEM of the variables affecting the online shopping behavior of Generation Y in Thailand. 2) To develop the SEM of the variables affecting the online shopping behavior of Generation Y in Thailand. 3) To study the direct, indirect, and total impact of the variables affecting the online shopping behavior of Generation Y in Thailand. Method: The research applied the literature review, and an analysis on the concepts, theories and principles. This mixed research methodology included a quantitative research method, questionnaire, qualitative research method, and in-depth interview to verify the results from the quantitative research. To collect the data, 300 sets of questionnaires were distributed to consumers who had purchased online products. Data were analyzed by content analysis and Structural Equation Model (SEM). Results and Discussions: The research results showed that the hypothesis test results supported the research with statistical significance. The purchase intention had the highest impact on the online shopping behavior, followed by customer innovation and perceived usefulness, respectively. The structural equation model (SEM) of the purchase intention, customer innovation and perceived usefulness had a direct impact on the online shopping behavior of Generation Y, which was consistent with the goodness of fit. Furthermore, consumers wanted to try new things, needed more challenges, and loved using the Internet that was very convenient and saved their time searching for products. They were able to do the transaction on one platform via social media, which facilitated the entrepreneur to build a business opportunity for efficient competitiveness Research Implications: At present, the Internet has a crucial role and influence on people’s daily routines in terms of learning, studying, entertainment, and business. Thus, the use of the Internet will continue to increase; such as, to search for competitor’s information, communicate with customers, and conduct public relations. The use of the Internet also conveniently facilitates communication and access to new target groups. Everyone can purchase or search for a new product easily from anywhere worldwide at a low cost and in a short time, which greatly generates business opportunities. However, the increase of purchasing via social media has resulted in increased usage of Facebook Pay, Instagram Shopping, and LINE OA (Official Account). Originality/Value: Therefore, social media has simplified the buyer's ability to buy products and be able to do transactions on one platform. Nevertheless, the key concern is the more expensive advertisement costs due to the higher number of sellers. For example, Omnichannel is an inclusive buy-and-sell platform that most retailers are interested in because it supports business growth and provides more payment channels to the customer. Once the customer has the perceived usefulness, enjoys using it, and would like to try the new products via the purchase intention, it would affect the online shopping behavior.

Study on Fintech Adoption: Examining the Customer Innovativeness and Attitude Towards the Adoption of Fintech Services

Technology plays an important role in the area of finance and now it become common among people. but whatever the technological advancement in the field of finance, many people are there who don’t have access to formal financial institutions and many researchers found that this can be solved with the help of technology adoption. Here the study focused on the Fintech adoption among the people with the help of the variables Fintech adoption, perceived ease of use, perceived usefulness, user innovation and the attitude towards the financial technology. the researcher utilized both primary and secondary data. Then the samples were selected from Pattambi taluk of Palakkad district-Kerala, based on convenience sampling method and distributed the questionnaire among 300 respondents. then 250 samples were selected from 300 by considering the data accuracy. Then the researcher utilized descriptive statistics and t-test, correlation coefficient, and regression analysis to conclude then the factor analysis was also utilized to understand the relation between the observed variable and the latent constructs. The study discovered that perceived usefulness and perceived ease of use have a stronger correlation with Fintech adoption. then there is a positive correlation between the customer's perceived usefulness of Fintech adoption and their attitude towards it. To increase customer satisfaction, Fintech companies can develop their services based on the perceived usefulness, ease of use, and attitude of customers in particular segments

Digital welfare of the value cycle of agribusiness supply chain network: evidence from China's listed agriculture-affiliated companies

ABSTRACT Using the data of listed agriculture-affiliated companies with customer-supplier association information, we examine the diffusion effect of the digitalisation of listed agricultural companies on the digital transformation of agriculture-affiliated enterprises from the perspective of supply chain. We show that the supply chain diffusion effect of digitalisation mainly exists in ‘customer enterprises-suppliers enterprises’ and ‘leading enterprises-other enterprises’. And the digital transformation of agriculture-affiliated customer enterprises forces suppliers to respond to customer innovation demands, thereby improving the digitalisation level of suppliers, while leading agriculture-affiliated enterprises improve the digitisation level of other agriculture-affiliated enterprises in the supply chain network through knowledge flow. Additionally, the supply chain diffusion effect of digital transformation is stronger under the conditions of smaller ‘digital divide’, lower geographic distance, the downstream consumer end and more government support of agriculture-affiliated enterprises. We provide theoretical and practical implications for promoting the digitalisation of the entire agricultural chain and improving the scale effect of digitalisation.

Logistics Performance Index-driven in operational planning for logistics companies: A smart transportation approach

The responsibility of Logistics Companies (LCs) extends beyond simply handling logistical processes and choosing transportation routes; they focus on being competitive and efficient in their operations. In multiple origins and destinations networks, LCs attempt to select the most optimal routes from each point. To address this challenge and reduce the time needed to identify potential routes, a novel method has been developed in this research for LCs. In operational planning, additional factors need to be considered to increase efficiency, customer satisfaction, and competitiveness. To confront this issue, the study proposes a novel model and contributions, inspired by the LPI, to apply the transformative impact of smart ports, the integration of smart containers, the choices of clearing and forwarding agents and port operators, and time uncertainty in the multi-objective framework. Specifically, the mathematical model's objectives include cost, time, customer satisfaction, and environmental impact in the periodic multimodal network. An innovative customer satisfaction function is introduced by integrating the selection of smart containers and smart ports, emphasizing their impact on enhancing customer satisfaction, while addressing time uncertainty through a chance-constrained approach and coefficients of variation. The model is solved using goal programming, and the results show that smart ports and smart containers can majorly affect transportation time and customer satisfaction. Furthermore, comparing the results to other studies demonstrates its superiority in decision-making for LCs, particularly by including time uncertainty and the role of clearing and forwarding agents and port operators. Therefore, the model holds practical significance in lowering costs, enhancing customer satisfaction, and facilitating smart international logistics. This research offers insights that are not only useful for the LCs but also for other stakeholders in the transport industry.

Breaking into the black box of customer perception towards robot service: Empirical evidence from service sector

The advent of artificial intelligence and machine learning has enabled robots to serve in consumer market for a better customer experience. Nevertheless, acceptance of robotic technology among consumers is still lacking. Therefore, this study has developed an integrated model with robot appearance, expectation confirmation model, diffusion of innovation and theory of planned behavior and empirically investigates customer intention to use service robot. The research model is empirically tested with 349 responses retrieved from customers visiting retail stores. Statistical results have revealed that customer innovativeness, compatibility, behavioral control, expectation confirmation, service robot appearance and subjective norms explained R2 80.1 % variance in customer attitude to use service robot. Practically, this research has suggested that policy makers should pay attention in innovativeness, compatibility, perceived behavioral control, expectation confirmation, robot appearance and subjective norms to boost robot service acceptance among customers. This study is original as it develops an integrated model with the combination robot appearance, theory of planned behavior, expectation confirmation and diffusion of innovation theory. In addition to that customer self-identity is conceptualized as moderating factor and hence distinguishing current research with past studies.

Innovative Customer Relationship Management (CRM) Development in Marketplace: The Case Study of Tokopedia

Innovative Customer Relationship Management (CRM) Development in Marketplace: The Case Study of Tokopedia

Customer innovativeness in the adoption of Islamic banking in Malaysia

AbstractIslamic banking is a financial system that operates in accordance with Islamic principles, prohibiting the payment or receipt of interest (usury) and adhering to Shariah law. In order to ensure ethical and socially responsible financial practices, Islamic banks use profit and loss‐sharing arrangements rather than traditional interest‐based transactions. Islamic banking has gained substantial traction in Malaysia, driven by its alignment with the values of the predominantly Muslim population. However, the adoption of Islamic banking products and services still faces challenges related to consumer preferences and innovation attributes. This study investigates the mediating influence of customer innovativeness in the adoption of Islamic banking within the Malaysian settings. The study gathered responses from 436 respondents in Malaysia. Structural equation modelling was used to examine customer innovativeness's role in mediating the relationship between relative advantage, compatibility, observability and complexity and the intention to adopt Islamic banking. The study supports the hypotheses that customer innovativeness partially mediates the relationships between relative advantage, compatibility and observability of Islamic banking and the intention to adopt them. However, the study did not provide evidence for the mediation hypothesis concerning the complexity of Islamic banking. In conclusion, this study sheds light on the mediating role of customer innovativeness in Islamic banking adoption, aiding academia's understanding of consumer behaviour. Policymakers can use these insights to promote ethical financial practices, whereas the banking sector can adapt offerings to meet consumer preferences and enhance competitiveness.

Impact of firm/customer innovativeness and identification on customer value co-creation, happiness and satisfaction

Although, the growing insights of innovativeness, customer-brand-identification (CBI), or value co-creation (VCC) in destination/tourism and health service-contexts, limited remains recognized regarding the interface of these and related factors in luxury hotel-brand-contexts. Drawing on service-dominant-logic and social-identity-theory informed perspectives; we suggest and test a model that investigates the interface between firm-innovativeness (FIN), customer-innovativeness (CIN), CBI, VCC, customer-satisfaction and happiness with luxury-hotel-brands. A sample of 326 hotel-customers was analyzed by deploying PSL-SEM-based transmittal-mediation-analysis. Findings first exposed that FIN have a significant/positive effect on VCC and CBI. Second, our results corroborated CBI's positive impact on VCC. Third, results uncovered CIN's significant influence on VCC and CBI. Fourth, findings discovered VCC's positive influence on satisfaction and happiness. Finally, findings showed FIN's, CBI's, and CIN's indirect effect on satisfaction and happiness mediated through VCC. The study contributes existing-knowledge and facilitates hotel-marketers to best stimulate firm/customer innovativeness-based VCC, satisfaction and happiness, thus offers important implications.

Investigating the impact of customer innovation characteristics on resistance to innovation: Case study of smartphone adoption in Erbil, Iraq

This research explores consumer resistance to smartphone innovation in the Erbil/Iraq, uncovering several significant findings. The main goal of the study was to identify the consumer characteristics that influence this resistance and its implications. For smartphone manufacturers, marketers, representatives, and researchers, this study offers a comprehensive understanding of consumer behavior and resistance to technological progress. The results can guide targeted strategies to overcome barriers, improve product development, and increase market share. The study contributes to our understanding of innovation resistance in the unique context of the Erbil/Iraq, highlighting the importance of conducting thorough investigations in similar circumstances. In light of the findings of the demographic survey, a significant portion of respondents were young people, supporting the widely held belief that young individuals are more likely to adopt new technology. However, the study emphasizes that age is not the sole determinant of resistance to innovation. The diminished impact of income, marital status, and gender on resistance indicates a complex interplay of factors. Conversely, a higher level of education was associated with a greater likelihood of embracing smartphone innovation. The study delved into various aspects of innovation and revealed that self-efficacy, motivation, complexity, perceived risk, and expectations of a superior product all significantly influenced consumer resistance. Resistance showed a negative correlation with self-efficacy as a psychological trait, suggesting that individuals with higher levels of self-efficacy were less resistant to smartphone innovation. Conversely, higher levels of complexity, perceived risk, expectations of a better product, and motivation were linked to increased resistance, highlighting the crucial role of behavioral and psychological characteristics in shaping consumer attitudes towards innovation. Relative advantage did not appear to have a significant influence, while compatibility and attitudes towards current products were deemed insignificant predictors of resistance. These findings underscore the intricate nature of innovation resistance and demonstrate that socio-demographic traits alone are insufficient as predictors. Consumer resistance is largely shaped by psychological elements such as self-efficacy, motivation, expectations, complexity, and perceived risk.

Revolutionizing Banking: The Path to an AI-driven Future with a Special Reference to Union Bank

Banking stands at a transformative crossroads, propelled by technological disruption, shifting consumer dynamics, and the catalytic impact of the COVID-19 pandemic. This research charts the course for a new era in banking business models, introducing a paradigm shift known as 'the AI bank of the future.' Grounded in the advancement of artificial intelligence (AI) technologies, this model offers traditional banks the potential to elevate revenue while reducing costs, ushering in innovative customer engagement approaches. In response to multifaceted challenges, including market valuations, competitive threats from neobanks, and changing customer expectations, traditional banks are urged to become 'AI-first' in strategy and operations. This involves leveraging economies of scale through efficient AI deployment to enhance customer engagement with distinctive experiences and superior value propositions. The research meticulously explores the building blocks of an AI bank, delving into four critical layers: engagement, AI-powered decision-making, core technology, and data infrastructure, and a platform-based operating model. Through a series of articles, the study examines trends, challenges, and requirements for each layer, offering an end-to-end view of the capabilities essential for the AI bank of the future. The articles cover topics ranging from the challenges leading banks to adopt an AI-first approach, a day in the life of a consumer transacting with an AI bank, reimagining customer engagement, to AI-powered decision-making and the modernization of core technology. The final piece discusses the necessity of a platform operating model, emphasizing the deployment of AI and analytics capabilities at scale through cross-functional business-technology platforms. To embark on this transformative journey, bank leaders are advised to formulate strategic goals for the AI-enabled digital age, establish an AI-first vision, and strategically modernize enterprise technology. The research underscores the importance of assessing emerging technologies, prioritizing initiatives aligned with customer needs, and considering partnerships for non-differentiating capabilities while focusing on in-house development for distinct competitive advantages. In conclusion, building the AI bank of the future is envisioned as a pathway to innovation, competitive prowess against digital natives, and sustainable increases in profits and valuations. The research serves as a guiding compass, assisting banks in establishing their vision and crafting a strategic roadmap for this transformative journey into the AI-driven future of banking.

Service Provision Strategies and Performance of Cleaning Organizations in Embu County, Kenya

The business world of the twenty-first century is defined by rapid and significant changes in market trends, technological advancements, globalization, as well as a change in consumer needs and preferences. Consequently, the changes in the business environment, have forced organizations’ management to realize that the current strategies are ineffective and thus the need for new effective strategies in response to the changing environment. This study sought to examine the influence of service provision strategies on performance of cleaning services organizations in Embu County, Kenya. The study was anchored on the resource-based view, Porter’s generic strategies model and the expectancy disconfirmation theories. The study adopted a descriptive research design and purposive sampling to get the sample size. The research employed primary data which was collected through the use of semi-structured questionnaires. The questionnaires were picked after they had been filled by the respondents. The Cronbach’s alpha test was used to check the reliability of the questionnaire with a level of 0.7 and above confirming the internal consistency. Descriptive and inferential statistics were used to analyze the data using SPSS software. The study findings showed that customer retention strategy, cost leadership strategy, customer retention strategy and customer innovation strategy have a positive and significant influence on firm performance. It was concluded that having effective customer feedback strategies (complaints management system, online and non-online surveys and social media engagements) contributes to the improved performance of the cleaning service companies. It was also concluded that that adoption of economies of scale, economies of scope and enhancing operational efficiency can contribute to a more competitive and resilient business, positively impacting the performance of the cleaning service companies. The study recommended that customer feedback mechanisms should be enhanced through the integration of real-time feedback mechanisms to capture customer sentiments immediately after service delivery allowing for prompt issue resolution. It was further recommended that the cleaning firms should further adopt and implement cost-effective measures. The cleaning firms should focus on strategies that enhance customer loyalty.

Determinant Factors of Islamic Financial Technology Acceptance

The rapid development of the Islamic-based financial industry in Indonesia has not been followed by the development of Islamic Financial Technology (iFinTech). This certainly raises questions about what factors affect iFinTech acceptance in Indonesia. In this study, the Technology Acceptance Model (TAM) was applied to identify the determinant factors of iFinTech acceptance. In this regard, five factors were identified as the determinant factors of iFinTech acceptance, namely perceived ease of use, perceived usefulness, subjective norm, self-efficacy, and customer innovativeness. Using an online questionnaire, this study gathered 526 responses from people who lived in various areas of Indonesia. Data were analyzed by a Structural Equation Model, and it was found that, among the five variables investigated, four variables, which are perceived usefulness, subjective norm, self-efficacy, and customer innovativeness, have significant influence on iFinTech acceptance; while perceive ease of use was found have no effect on iFinTech acceptance. This result is expected to be an input for related parties, such as iFinTech providers and the government, in making policies to encourage the development of the iFinTech industry in Indonesia.

AI-DRIVEN PREDICTIVE ANALYTICS IN RETAIL: A REVIEW OF EMERGING TRENDS AND CUSTOMER ENGAGEMENT STRATEGIES

As the retail landscape undergoes a profound transformation in the era of digitalization, the integration of Artificial Intelligence (AI) and predictive analytics has emerged as a pivotal force reshaping the industry. This paper provides a comprehensive review of the latest trends in AI-driven predictive analytics within the retail sector and explores innovative customer engagement strategies that leverage these advanced technologies. The review begins by elucidating the foundational concepts of AI and predictive analytics, highlighting their synergistic role in forecasting consumer behavior, demand patterns, and market trends. The paper then delves into the emerging trends, such as machine learning algorithms, natural language processing, and computer vision, that are revolutionizing the way retailers harness data for strategic decision-making. In addition to outlining technological advancements, the paper emphasizes the crucial role of data quality and ethical considerations in the implementation of AI-driven predictive analytics. It examines the challenges associated with privacy concerns, algorithmic bias, and the need for transparent AI models to ensure responsible and fair use of customer data. Furthermore, the paper explores a spectrum of customer engagement strategies enabled by AI-driven predictive analytics. From personalized shopping experiences and targeted marketing campaigns to dynamic pricing and inventory optimization, retailers are deploying innovative approaches to enhance customer satisfaction and loyalty. The review also discusses case studies of successful AI implementations in leading retail enterprises, showcasing tangible benefits such as improved operational efficiency, increased sales, and enhanced customer retention. These real-world examples illustrate the transformative impact of AI-driven predictive analytics on diverse aspects of the retail value chain. By examining emerging trends and customer engagement strategies, it serves as a valuable resource for industry professionals, researchers, and policymakers seeking to navigate the evolving landscape of AI in the retail sector.
 Keywords: AI-driven Predictive Analytics, Retail Industry, Customer Engagement Strategies, Machine Learning Algorithms, Natural Language Processing.

Revolutionizing the restaurant industry: exploring the implementation and impact of blockchain technology on the dining experience

ABSTRACT This research conducted two studies on blockchain technology (BCT) in the restaurant supply chain. The first study explored how BCT influences customer dining experiences using a service design workshop. The second study validated the findings using PLS-SEM. Results indicate that customer innovativeness and cryptocurrency ownership positively impact transparency perceptions. Increased transparency improves food safety, quality, and naturalness perceptions, enhancing customer satisfaction and eWOM behavior. Food safety concerns and health consciousness strengthen the relationship between transparency and perceived food safety and quality. This research expands information processing theory and offers insights for restaurant owners, policymakers, and technology developers regarding BCT adoption.

How social media promotes impulsive buying: examining the role of customer inspiration

PurposeThis research examines the underlying psychological process of customers' impulsive buying on social media through the lens of customer inspiration. Drawing on the customer inspiration theory, it identifies the factors influencing customer inspiration on social media from three perspectives: source characteristics, platform characteristics and personal characteristics, which subsequently lead to impulsive buying. Since the conceptualization of source credibility includes three mostly reported components: attractiveness, expertise and trustworthiness, it further contrasts the effects of three dimensions of source credibility on customer inspiration.Design/methodology/approachA structural equation model of customers' impulsive buying on social media was developed through the lens of customer inspiration. An online survey with 625 participants was conducted to test the hypotheses, and the partial least squares (PLS3) method was used.FindingsThis research found that source credibility, social presence and customer innovativeness are antecedents of customer inspiration on social media, which positively influence the inspired-by state of the customers, which impacts the inspired-to state and further leads to impulsive buying. By comparing the three dimensions of source credibility, the authors found that attractiveness and expertise positively affect the inspired-by state, while trustworthiness has no significant effect.Originality/valueThis research establishes the link between impulsive buying and customer inspiration, which provides a new psychological perspective to understand impulsive buying. In addition, it investigates the source characteristics of customer inspiration by comparing the effect of three dimensions of source credibility on customer inspiration, which provides the first evidence for connecting customer inspiration and source credibility.

Chatbot Adoption for SMEs: Enhancing Business Sustainability through Innovative Customer Engagement

Chatbot Adoption for SMEs: Enhancing Business Sustainability through Innovative Customer Engagement

Switching behaviors in peer-to-peer mobile payment applications: the role of sociability

PurposeUsing features of social media, peer-to-peer (P2P) mobile payment enables users to foster social interaction every time transactions are made. Given the increasing popularity of social features in P2P mobile payment applications, it is worth understanding how these components contribute to users’ switching behavior between conventional mobile payment and P2P mobile payment services. By treating sociability of P2P mobile payment as a pull factor, this study aims to extend the push–pull–mooring framework in the context of P2P mobile payment.Design/methodology/approachA questionnaire survey was conducted to obtain data. Respondents from the USA were exclusively selected due to the emerging number of P2P mobile payment users and the volume of transactions in this country. Based on a sample of 232 Amazon Mechanical Turk mobile payment users, the authors tested the hypotheses using the partial least squares structural equation model technique with SmartPLS software version 3.FindingsThe finding reveals that sociability is triggered by social presence, social benefit and social support within the P2P mobile payment platform. Moreover, dissatisfaction with perceived enjoyment of conventional mobile payment (push factor), customer innovativeness (mooring factor) and sociability of P2P mobile payment (pull factor) jointly influence users’ intention to switch to P2P mobile payment services, and subsequently drive their migration behavior.Originality/valueUnlike past research that mainly focuses on utilitarian-related factors, to the best of the authors’ knowledge, this study is among the first to thoroughly examine the sociability features of P2P mobile payment service as a form of a social-centric system.

Analysis of The Moderation Effect of Customer Innovativeness in Increasing Customer Loyalty Phygital Retail in the Culinary Industry

This research was conducted to analyze the Moderation Effects of Customer Innovativeness in increasing Phygital Retail Customer Loyalty in the Indonesian Culinary Industry. The purpose of this study is to analyze the application of the Phygital Retail concept in order to optimize Phygital Retail outlets in the Indonesian Culinary Industry. This research is a quantitative research with the PLS Structural Equation Modeling (SEM) approach. Sources of data in this study were obtained by distributing online questionnaires to respondents who were customers of outlets or Resto Phygital Retail. The results of this study state that as a form of effort towards optimizing Phygital Retail outlets that implement the Phygital Retail concept, it is hoped that consumers can carry out innovations which are encouragement from the consumers themselves to become more involved and loyal to the company, hence consumer involvement and loyalty. This can be achieved by implementing strategies in the Phygital Retail sales system that bring pleasure to consumers.

Antecedents of Intention to Use Ride-Sharing Platform

The Ride-Sharing Platform (RSP) implementation in Indonesia has been emerging recently. The use of this platform is increasing significantly year by year. This study aimed to identify the factors influencing the attitudes and intentions of RSP users in Indonesia. This research discussed the role of customers in service innovation and the relationship between Perceived Usefulness, Perceived Ease-of-Use, Word-of-Mouth (WOM), and Intention to Use RSP from the perspective of TAM and TPB. This research used 208 data originating from 219 samples acquired through questionnaire distribution. The obtained data were then analyzed using the SmartPLS Program. This research shows that Perceived Usefulness, Perceived Ease-of-Use, and word of mouth positively affect the Intention to Use RSP mediated by Customer Attitude toward Service Innovation. This research could contribute to the RSP industry and those who want to join RSP as one of the service providers. This study contributes considerably to the breadth and rigor of the RSP literature from the perspectives of TAM and TPB.JEL Classification: M31, M37, L92