Extended Technology Acceptance Model Research Articles

Effect of digital multimedia on the adoption of agricultural green production technology among farmers in Liaoning Province, China

Agricultural green production technology (AGPT) is essential for the sustainable development of agriculture, yet adoption rates among farmers are often low due to limited access to education and information. Based on the extended technology acceptance model, this study takes Liaoning, a major agricultural province in China, as a representative region to explore how digital multimedia influences the adoption of AGPT by farmers. The findings show that the perceived ease of use of these technologies significantly enhances farmers' intentions to adopt, while perceived risks detract from these intentions. Although digital multimedia effectively promotes AGPT by improving its perceived ease of use and usefulness, its role in mitigating perceived risks is minimal. Based on these results, we recommend that the government improve the quality of information on digital platforms by involving experts in the field and offer specific digital marketing training to potential users to increase the adoption of sustainable agricultural technologies.

Understanding farmers’ intention to perform result-based agri-environmental schemes for the improved provision of biodiversity and soil quality

This article investigates the influence of socio-psychological factors on farmers’ intention to perform result-based agri-environmental schemes for the improved provision of biodiversity and soil quality. We present a Structural Equation Model, which uses an extended Technology Acceptance Model as a theoretical basis for better understanding farmers’ decision-making. Results from a survey of 235 Austrian farmers show that behavioural factors such as self-efficacy, perceived risk, and subjective norm directly or indirectly impact farmers’ intention to perform result-based schemes. Findings stress the importance of farmers’ surrounding networks for the successful implementation of such schemes and the need for including mechanisms into their design, which are suited to diversify risk and increase self-efficacy. In conclusion, our results emphasize that considering the influence of socio-psychological factors on farmers’ decision-making may offer new levers in the design of more environmentally effective and efficient agri-environmental-climate measures.

Perceptions and motivational factors of Chinese coffee consumers towards robot baristas: a Technology Acceptance Model 2 perspective

PurposeThis study aims to explore the attitudes and perceptions of Chinese coffee consumers towards robot baristas, considering the proliferation of automated entities within China's coffee sector.Design/methodology/approachEmploying the extended Technology Acceptance Model 2 as its theoretical framework, this research conducts in-depth interviews with 30 Chinese coffee consumers. The laddering technique is utilized, supplemented by video simulation. Thematic analysis is subsequently employed to scrutinize the data.FindingsThe findings delineate six pivotal themes encapsulating Chinese coffee consumers' perceptions of robot baristas – Perceived Introvert Friendliness, Perceived Novelty, Perceived Intellectual Discrepancies, Perceived Efficiency and Reliability, Perceived Emotional Disconnection, and Perceived Labour Market Disruption. Moreover, six motivational themes are identified - Social Status Boosting, Openness to Experience, Ease of Use, Tech-Driven Affordability, Reliable and Uncompromising Quality, and Resistance to Overbearing Service.Research limitations/implicationsThe study is limited by its focus on a specific cultural context. Future research could explore cross-cultural perspectives.Practical implicationsThe findings of this study offer guidance on how to market and position robotic barista services to appeal to consumer preferences and drive adoption.Social implicationsUnderstanding consumer perceptions of robotic baristas has broader social implications, particularly in terms of labour market disruption and the potential impact on traditional coffee professions. Businesses can navigate the social implications of automation more effectively and foster greater acceptance of technological innovations within society.Originality/valueThis study offers insights into the inclinations of Chinese coffee consumers, thereby facilitating informed decision-making and the formulation of effective strategies to expedite the adoption of robotic service.

Investigating Factors Influencing Consumer Intention to Use Online Streaming Services

This paper investigates factors influencing consumer intention to use online streaming services from the technology acceptance perspective based on the extended Technology Acceptance Model with additional variables – perceived enjoyment and incorporation with human and social constructs from Theory Reasoned Action. The consumer intention to use online streaming services remains unclear due to the gap between expectations of online streaming service providers and the high unsubscribe rate. This study deployed an online questionnaire to collect data from 250 Facebook users. Thus, the data collected for this study were from consumers not using online streaming services in Malaysia to understand the factors that could trigger their intention to use. The data collected were analysed using SPSS version 26 and PLS-SEM version 3.0. The role of self-efficacy as a moderator was examined to better understand consumer behaviour in online streaming services. The result revealed that subjective norms and perceived enjoyment have significantly impacted consumer intention to use online streaming services. Regarding the moderating effect of self-efficacy on the relationship between perceived ease of use and perceived usefulness, the outcome evidenced that self-efficacy plays a moderator role for both constructs. This paper attempts to fill the gap by extending the extant literature on consumer intention to use online streaming services by assessing the direct and moderating effects. Furthermore, the outcome of this study also provides valuable practical contributions for online streaming service providers by improving their understanding of consumer behaviour on the intention to use online streaming services.

Modeling college faculty users’ potential acceptance of library data services for research and teaching

Purpose The increasingly active data practice in academic environments makes investigating college faculty users’ potential needs for library data services (LDS) essential. Guided by a conceptual framework rooted in the data lifecycle and the extended technology acceptance model, this study aims to investigate the relationship between faculty’s data engagement (DE) and their attitudes toward multiaspect LDS. Design/methodology/approach An online survey at a master’s college was conducted to collect data regarding faculty data practice, potential needs for data services (DS) and attitudes toward multiaspect LDS. Based on 139 complete and valid responses, the study built three conceptual models to demonstrate faculty users’ potential acceptance of LDS for research and teaching. Findings Participants’ research and teaching-related DE and background factors directly or indirectly affect their attitudes toward general DS, an institutional data repository if available and repository-based data curation. Originality/value The study contributes to DS and librarianship research by offering three conceptual models to explore LDS’ holistic support for faculty research and teaching. Moreover, the study provides insights into faculty’s job-related DE factors and calls for future research on effective DS in more college communities.

Tourists’ behavioural intentions to use ChatGPT for tour route planning: an extended TAM model including rational and emotional factors

ABSTRACT This study incorporates perceived coolness and perceived enjoyment as emotional factors into Technology Acceptance Model (TAM), which traditionally focuses on rational factors, to comprehensively understand how tourists develop usage intentions of ChatGPT for tour route planning. Structural equation modeling was utilized to analyse 491 online questionnaires. Findings support that perceived information quality is an antecedent factor of perceived ease of use and perceived usefulness. Consequently, perceived ease of use and perceived usefulness significantly influence tourists’ attitudes towards using ChatGPT for tour route planning, while perceived usefulness directly influences tourists’ behavioural intentions regarding ChatGPT usage. Moreover, perceived coolness directly affects tourists’ attitudes towards ChatGPT usage and indirectly affects their behavioural intentions through perceived enjoyment and attitudes. The primary contribution of this research lies in the integration of perceived coolness and perceived enjoyment into the traditional TAM, thus establishing a new rational-emotional extended TAM framework. This advancement provides a more comprehensive understanding of tourists’ adoption of generative AI tools such as ChatGPT for tour route planning.

Perceived Utility and Learning by Dominican University Students in Virtual Teaching–Learning Environments: An Analysis of Multiple Serial Mediation Based on the Extended Technology Acceptance Model

The global pandemic caused by the SARS-CoV-2 virus brought about a true revolution in the predominant teaching–learning processes (i.e., face-to-face environment) that had been implemented up to that point. In this regard, virtual teaching–learning environments (VTLEs) have gained unprecedented significance. The main objectives of our research were to define an explanatory theoretical model and to test a multiple serial mediation model with four variables in series (one independent variable plus three mediators) to relate perceived utility (independent variable) in the use of a VTLE and perceived learning (dependent or criterion variable) in such contexts, taking into account the mediation of subjective norm (mediator 1), ease of use (mediator 2), and intention to use behavior (mediator 3), and using the extended technology acceptance model as the theoretical framework. Additionally, we aimed to analyze the direct and indirect relationships and effects among the variables that constituted the proposed model. Methodologically, the research can be classified as a cross-sectional causal ex post facto design. A representative sample of students enrolled in higher education institutions in the Dominican Republic was used as the research population, and a standardized Likert scale was administered to measure the five dimensions of the proposed model. Finally, it is worth noting that the obtained results indicate that all direct and indirect effects considered in the model were statistically significant, except for the indirect effect, where the four predictor variables were arranged in series to verify their influence on the criterion variable: perceived learning.

Impact of metaverse technology on hospitality and tourism industry: an interplay of social media marketing on hotel booking in India

Purpose This paper aims to explore the impact of metaverse technology on the hospitality and tourism industry. The introduction of metaverse technology has revolutionised the way the hospitality and tourism industry works. In the present study, the authors have investigated the role of social media marketing in the adoption of metaverse technology in hotel booking in India. Design/methodology/approach An extended technology acceptance model was proposed for an empirical investigation in the Indian context. Sample of 344 respondents was collected across India using a purposive sampling technique for the purpose of data analysis. The structural model analysis is used to analyse the data collected from the respondents using the SmartPLS software to check the structural and the measurement fit of the model. Findings The adoption intentions were largely influenced by the utility, attitude (ATT) and ease of use of the technology, and social media marketing plays a major role in influencing the perceived usefulness (PU) and ease of use (PEU). The study finds positive ATTs of the customers for using metaverse technology for booking their hotels. PU and PEU significantly influence the ATT of the consumer indicating the traveller’s perception of the usefulness and ease of metaverse technology influence their ATTs towards adoption. Originality/value Influence of metaverse technology is at a nascent stage in India specifically for hotel booking and tourism. The authors have used discriminant validity by using the criteria for both the square root of the average variance extracted and heterotrait–monotrait ratio tests, and the results suggest that the constructs in the research are distinct from other.

Factors Influencing the Adoption of Mobile Banking Applications in Yemen Using an Extended Technology Acceptance Model

Factors Influencing the Adoption of Mobile Banking Applications in Yemen Using an Extended Technology Acceptance Model

Determinants of Public Sector Managers' Intentions to Adopt AI in the Workplace

This study investigated the determinants of public sector managers' intentions to adopt artificial intelligence (AI) systems within their organizations. An extended technology acceptance model (TAM) was developed, incorporating additional constructs including fairness, humanity, reliability, safety, transparency, accountability, privacy, security, trust, social norms, tolerance, impact, and isomorphic pressure. A survey was conducted among 330 public sector managers, and the data were analyzed using linear regression tests to evaluate the model. The results showed significant positive influences of both perceived usefulness and perceived impact on managers' attitudes and behavioral intentions toward AI adoption. Isomorphic pressure was also a significant determinant of managers' behavioral intentions toward adopting AI systems. Our findings also indicated that perceptions related to AI ethical principles, such as transparency, privacy, and security, influenced managers' trust in AI systems.

Faculty Acceptance and Adoption of Learning Management Systems (LMS) using the Extended Technology Acceptance Model (ETAM)

This paper examines various factors that influenced the acceptance and adoption of LMS among the faculty of the selected State Universities and Colleges (SUCs) in Leyte and Biliran Provinces in the Philippines using the Extended Technology Acceptance Model (ETAM). Additionally, a cross-sectional survey, purposive sampling, and stratified sampling were all used in the study as part of a quantitative, non-experimental research design. A sample of 306 faculty members completed a Google Form survey. The mean, standard deviation, Pearson product-moment correlation coefficient, and one-way ANOVA were used in data analysis. Further, the study found significant relationships between faculty factors and their perceived ease of LMS use and LMS usefulness. In addition, the faculty members perceived that the ease of LMS use significantly affected their attitude toward using LMS. Likewise, the faculty members also perceived that the usefulness of LMS significantly affected their attitude and acceptance of the use of LMS. Similarly, their attitude toward using the LMS significantly affected their acceptance of the use of the LMS. Moreover, the study's findings supported the validity of ETAM in measuring LMS acceptance and adoption.

Factors affecting Chinese undergraduate medical students’ behavioural intention and actual use of intelligent tutoring systems

This study examined Chinese undergraduate medical students’ acceptance and adoption of intelligent tutoring systems (ITSs) using the general extended technology acceptance model for e-learning via a Likert-scale questionnaire. Specifically, it examined the relations between the five antecedents and the four core components in the model (i.e., perceived usefulness (PU), perceived ease of use (PEOU), behavioural intention and actual use of ITSs). The results of PLS-SEM showed that perceived enjoyment was the most influential antecedent as it significantly impacted both PU and PEOU. Both self-efficacy and prior experience only significantly contributed to PEOU but not PU. Both PU and PEOU significantly and positively predicted behavioural intention, which in turn had a significant and positive path to actual use. The results provide some practical implications to teachers as to how to encourage Chinese undergraduate medical students’ adoption of ITSs: by integrating some gamification elements into the learning activities in ITSs to foster students’ enjoyable feelings or familiarising students with using ITSs so that they can quickly adapt to learning through them. This could be achieved by providing guidance in using ITSs via videos, websites or booklets, or at the beginning of the course, inviting senior students to share their perceived advantages and usefulness of using ITSs. Implications for practice or policy: Because of the importance of perceived enjoyment, teachers may integrate some gamification into the learning activities in ITSs to nurture students’ enjoyable feelings. To enable students to quickly accommodate learning via ITSs, institutions may provide students with information on common features of ITSs or how to navigate a specific ITS. Teachers may explicitly explain how learning objectives can be better achieved through using an ITSs so that students will appreciate its usefulness.

Management accounting and data analytics: technology acceptance from the educational perspective

ABSTRACT The purpose of this paper is to identify strategies for integrating data analytics into teaching management accounting. We conducted a literature review and evaluated students’ perceptions of the introduction of data analytics in teaching management accounting courses. This research is based on the application of the Extended Technology Acceptance Model (ETAM) in management accounting education. We link the findings to the existing theory and practice by providing a foundation for the implementation of data analytics in management accounting subjects and the development of educational resources at both, national and international levels. Thus, the results will be of interest to global readership revealing that data analytics is considered by students both useful and easy to use and concluding that students would benefit from integrating data analytics into management accounting courses across the areas identified in this study. From our analysis of the results, we conclude that a high level of appreciation of such inclusion across perceived usefulness and perceived ease of use of data analytics leads to a positive attitude towards using and potentially high actual use of data analytics.

The Effect of Metaverse Concert Characteristics on User Re-Participation Intention: A Combination of the ETAM and the SPICE Model

Metaverse concerts transcend temporal and spatial constraints, emerging as highly sought-after virtual domains on contemporary metaverse platforms. To advance the sustainability of metaverse concerts, this study integrates the SPICE (Metaverse Concert Characteristics) model with the Extended Technology Acceptance Model (ETAM), grounded in the Stimulus-Organism-Response (SOR) theory, introducing media richness to elucidate the characteristics of metaverse concerts. Additionally, we investigate the moderating influence of emotional attachment, contributing a novel dimension to this study. The proposed framework underwent empirical validation through the collection of 521 valid responses, employing a convenience sampling method. The results indicate that concurrence, interoperability, and economic flow wield no direct impact on users’ re-participation intentions, and media richness exhibits no influence on perceived usefulness. Furthermore, the relationships of other variables in the model are positively correlated, and emotional attachment plays a moderating role in the framework. Our findings establish a theoretical underpinning for the sustainable evolution of metaverse concerts, holding practical implications for stakeholders, including managers, users, practitioners, and researchers in the field.

Factors affecting the adoption of mobile-based electronic payment apps in China: an application of the extended technology acceptance model

PurposeWith the increasing use of Internet and mobile handsets, mobile-based electronic payment apps (MEPAs) are becoming very popular around the world due to having various advantages. The intention of this exploratory study is to investigate the role/impact of selected factors in adopting three MEPAs of China: Wechat, Alipay and UnionPay based on the extended technology acceptance model (ETAM). After conducting a thorough and careful literature review, this study identified and divided seven such factors into three broad categories: (1) technological factors: perceived ease of use (PEU) and perceived usefulness (PU); (2) personal factors: perceived trust (PT), perceived privacy (PP) and perceived risk (PR); and (3) social factors: social influence (SI) and peer influence (PI) that were assumed to affect the intention to adopt MEPAs (IAMEPAs).Design/methodology/approach1,597 Chinese individuals were selected through purposive sampling technique who regularly used MEPAs at the time of collecting data. For collecting primary data from the selected respondents, a cross-sectional survey instrument was used. The study utilized IBM SPSS 25 for descriptive statistics and a second generation covariance-based structural equation modeling (CB-SEM) technique through AMOS 25 for testing the hypothesized relationships.FindingsFrom statistical analysis, it was identified that five factors: PEU, PU, PT, SI and PI have significant positive impact on the dependent variable, IAMEPAs while PR and PP have insignificant influence on IAMEPAs.Originality/valueThis is one of the studies ever conducted to discover the factors that can have impact on the adoption of MEPAs using ETAM. It is strongly expected that this exploratory study can motivate the scholars to commence additional investigations regarding this increasingly popular financial technology (Fin-Tech). In addition, it can be anticipated that the MEPA service providers can widen their service effectiveness according to the users’ opinion reflected in this study. Furthermore, policymakers involved with Fin-Tech can also formulate and implement effective policies and guidelines based on the empirical outcomes.

E-procurement acceptance in the Ghanaian public sector: an application of an extended technology acceptance model (TAM) in the construction industry

Purpose E-procurement has the advantage of improving the overall performance of construction project delivery. The purose of this study is to uncover the factors influencing e-procurement acceptance in the public sector of Ghana’s construction industry (GCI). Using an extended unified theory of acceptance and use of technology (UTAUT 2), variables that promote the acceptance of e-procurement in GCI were explored. Design/methodology/approach Data was collected using a mixed method strategy. In the first stage, a semi-structured interview was used to collect, assess and optimize the UTAUT2 model. Thematic analysis was used on the qualitative data, leading to modification of the proposed UTAUT2 model. The study subsequently used a questionnaire survey using the extended UTAUT2 model. Survey data was analyzed using structural equation modelling (SEM), leading to the identification and validation of factors that facilitate e-procurement acceptance in Ghanaian construction as well as the impact of these factors. Findings The findings of the study reveal that five independent constructs of the proposed UTAUT2 model significantly affects the behavioural intention of practitioners to accept and use e-procurement in the construction industry in Ghana. Practical implications The study will be of utility to government agencies, contracting organizations and other construction stakeholders in developing policy and programmes to support e-procurement acceptance within the sector. Originality/value This is a new extended UTAUT2 model that is applicable to technology acceptance within the public sector in sub-Saharan Africa.

Exploring the behavioral adoption of automated parcel locker systems under COVID-19

Automated parcel locker (APL) systems have been proposed as a means of overcoming last-mile delivery challenges, including long delivery times and high operating costs. Recently, APL systems have attracted attention because of the increasing demand for parcel delivery and the preference for contactless delivery during the COVID-19 era. The aim of the present study aims to gain a more comprehensive understanding of the psychological and latent factors underlying the decision to adopt APL systems. Structural equation modeling (SEM) is applied to present an extended technology acceptance model (TAM) using data from 459 consumers in Seoul, Korea. The findings provide valuable insights into the reasons for adoption of APL systems. Specifically, the perceived risk of COVID-19, distrust, and their personal innovativeness significantly influenced their adoption of the systems by affecting their perceived usefulness and perceived ease of use. In addition, use experience has a significant moderating effect on the adoption. The findings revealed in this study could help policy makers, urban planners, and system operators to accelerate the adoption of APL systems.

Adoption of Financial Technology (FinTech) Services for Iraqi Bank Users: an extension of technology acceptance model

The study aims to explore the determinants of Financial Technology adoption among Iraqi bank users. Building on the Technology Acceptance Model, the study integrates Perceived Economic Wellbeing and Digital Literacy with traditional TAM constructs including Perceived Ease of Use, Perceived Usefulness, and Subjective Norms. The data were collected through a survey methodology which included banking clients in Iraq. A total of 280 bank customers contributed to the research, yielding a response rate of 93.33%. Hypotheses were tested using Structural Equation Modelling (SEM). The findings suggest that perceived usefulness, ease of use, subjective norms, and digital literacy are instrumental in adoption FinTech services. On the other hand, economic well-being has no significant impact. This implies that digital literacy and social influence exert a significant effect on FinTech acceptance by users in developing countries. The study will be useful for policy makers and the management of financial institutions aiming to enhance FinTech adoption through policies aimed to improve users perceptions of usefulness and ease-of-use as well as to develop users digital literacy. The study contributes to the existing literature limited literature on FinTech adoption in the Arab world, particularly Iraq

The different impact of utilitarian and hedonic attributes on web-based retail shopping behaviour through the lens of extended technology acceptance model

PurposeAcknowledging previous scholarly focus on functional attributes in understanding technology acceptance behaviour, the current study aims to offer a novel perspective by integrating eight different dimensions of utilitarian and hedonic attributes to examine their influence in delivering a holistic web-based retail shopping experience.Design/methodology/approachThe research model was tested and validated through data collected from 370 online shoppers across both hedonic and utilitarian product ranges. Hypotheses were tested using covariance-based structural equation modelling with multi-group analysis to examine the moderation effect.FindingsThe findings strongly support the model confirming eight new utilitarian and hedonic dimensions that influence web-based retail shopping behaviour. The findings also confirm that hedonic attributes remain important even for utilitarian product purchasing.Practical implicationsThe key managerial implication is the demonstrated need to balance utilitarian and hedonic attributes in web-based retail platforms, where previously, there has been an overemphasis on functional features. Web-based retailers should consider the optimal blend of utilitarian (e.g. information quality) and hedonic (e.g. aesthetic) attributes in the design of a retail shopping site, irrespective of the product category.Originality/valueThis study integrates multiple dimensions of utilitarian and hedonic attributes into a single model and highlights the interplay of these attributes, thus extending the technology acceptance model. This paper also advances scholarship through its identification of attribute impact across different product categories.

The Mediating Effect of Technology Adoption in the Relationship Between Entrepreneurial Orientation and Sustainable Entrepreneurship Values among Fintech Organizations in Malaysia

The objective of this paper is to examine the mediating role of technology adoption (TA) in the relationship between entrepreneurial orientation (EO) and sustainable entrepreneurship values (SEV) among Fintech organizations in Malaysia. The proposed model was evaluated through the utilization of SmartPLS-SEM 4.0.9.9. Information from Fintech organizations in Malaysia was gathered via a self-administered questionnaire. 260 questionnaires out of 294 have been incorporated into statistical analyses. Both EO and TA have favorable and statistically significant benefits on SEV. Furthermore, the impact of EO characteristics (risk-taking, pro-activeness, innovativeness, competitive aggressiveness, and autonomy) on SEV is mediated by TA. It is highly suggested that Fintech organizations in Malaysia adopt EO and cultivate the inventive potential that results from it to increase their resilience to Fintech offerings and disruptions. The findings also support and extend both the resource-based view theory and the extended Technology Acceptance Model into a collaborative framework. EO and TA are the resources and capabilities applied in Fintech organizations, with TA being a mediator that stimulates the reflection of that affiliation as examined. This paper has contributed to the extant literature and suggests future studies to extend the study by employing varied methodological analysis.