Hedonic Motivation Research Articles

Accelerating Digital Banking Transformation Through User Acceptance: a study on the Millennial Cultural

This study aims to examine a conceptual model that explains the main factors that influence the behavioural intention of the millennial generation in their acceptance of the use of digital banking. The conceptual model is based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), with experience as a moderating variable. The modelling was carried out using the Partial Least Square Structural Equation Modeling (PLS-SEM) equation to analyze the data collected from the questionnaires filled out by the respondents. The research results show that behavioural intentions are significantly influenced by performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, and habit. Social influence and price value are not factors that contribute to the cultural behaviour intention of the millennial generation towards accepting the use of digital banking. In line with hypothesis testing, moderation testing with experience as a moderating variable that has no influence is social influence and price value. This study offers the banking sector to design and market products through technological innovation that can become a competitive advantage, thereby increasing the digital banking acceptance of the millennial generation in Central Java.

Impact of Technology-Enabled Personalization on the Adoption of Mobile Banking

New technologies such as artificial intelligence and Big Data offer an opportunity in terms of personalization of products and services, particularly in mobile banking services. Previous researches have provided mixed results regarding the causal or moderator role of personalization in the adoption of mobile services. This research aims to provide a response to this discordance by using an experimental method in the context of mobile banking services. Results regarding the impact of technology-enabled personalization along with age on the adoption of mobile banking services confirm the causal impact of technology-enabled personalization on facilitating conditions (FC), hedonic motivation (HM), perceived confidentiality (PC), and the intention to use mobile banking. Findings and discussions across age and gender groups could guide future empirical research in this area.

Are students ready for robots in higher education? Examining the adoption of robots by integrating UTAUT2 and TTF using a hybrid SEM-ANN approach

Robots have been heavily utilized in many industries, including education. However, the determinants driving robot adoption for educational purposes, particularly in developing countries, are not yet well understood. Additionally, the existing literature does not examine the fitness between robot capabilities and education-related tasks. Therefore, this research integrates the extended unified theory of acceptance and use of technology (UTAUT2) and task-technology fit (TTF) to examine robot adoption in higher education. Based on 177 responses collected from university students, the proposed model is verified using a hybrid structural equation modeling and artificial neural network (SEM-ANN) approach. The findings indicated that effort expectancy is positively affected by individual technology fit and task technology fit. Further, performance expectancy is significantly driven by task technology fit, but not individual technology fit. The results also supported the role of performance expectancy, social influence, facilitating conditions, and hedonic motivation in affecting behavioral intention, with a variance of 65% in the latter. With a normalized value of 94.5%, the ANN results revealed that social influence is the most important factor affecting robot adoption. These empirical findings provide several theoretical contributions and will help higher education institutions to promote students’ adoption of robots while enhancing their practical value.

FACTORS INFLUENCING THE USE OF TIKTOK IN TRAVEL PLANNING

This study aims to investigate the use of TikTok in travel planning. Specifically, this study will use the UTAUT2 theory to examine the effects of performance expectancy, effort expectancy, social influence, facilitating factors, habit, and hedonic motivation on tourists’ intentions to use TikTok for their travel planning. In addition to these factors, the study considers perceived trust, self-efficacy, and personal innovativeness as additional independent variables that may influence their intentions. Data will be gathered from the respondents via a questionnaire using a purposive sampling. After data collection, the Statistical Package for Social Science (SPSS) will be used for analysis. It is anticipated that the findings of this research will add to the body of knowledge and provide useful information to the travel and tourism sector to enhance tourists' experiences.

ChatGPT as a CALL tool in language education: A study of hedonic motivation adoption models in English learning environments

AbstractThe advancement of information technologies has led to increased attention to AI chatbots as valuable tools for computer-assisted language learning (CALL), drawing the attention of both academic scholars and industry practitioners. However, there remains limited understanding regarding the adoption of AI chatbots, specifically within the context of the English language. To address this existing research gap and examine the perception and motivation of usage of ChatGPT, this research employed the hedonic motivation system adoption model (HMSAM) to examine the adoption of ChatGPT. Employing structural equation modelling (SEM), a comprehensive investigation was conducted using data sourced from 189 valid responses obtained through an online survey administered to Chinese international students who are currently enrolled in British universities. The findings reveal that the research model effectively elucidates the elements influencing the adoption of ChatGPT in English learning. Notably, boredom, joy, focused immersion, and control emerged as significant mediating factors pertaining to the link between perceived ease of use and behavioural intention. These findings offer meaningful perspectives for upcoming researchers and practitioners in English language teaching and learning, contributing to promoting innovation in this domain.

MZ세대의 소셜미디어 이용 동기가 헤어관리에 미치는 영향

This study attempted to investigate the influence of motives to use social media on hair care against Gen MZ who have recently emerged as a powerful force in the national economy. For this, an online questionnaire survey was performed against adult men and women in their 18-41 living in Gwangju Metropolitan City from September 20 to October 20, 2022, using NAVER Forms. Among a total of 320 questionnaires distributed, 308 copies excluding 12 poorly answered ones were used for final analysis. The collected data were analyzed by frequency analysis, exploratory factor analysis, Cronbach’s alpha and linear regression analysis, using SPSS 21.0, and the results found the followings: First, the motives to use social media were divided into 4 categories: social motivation, hedonic motivation, self-expression motivation, information-functional motivation. In addition, hair care was classified into hair-interpersonal orientation, pursuit of hair personality, hair consistency and hair conformity. Second, the motives for social media use had a statistically significant influence on hair care (p<.05, p<.01, p<.001). The above results confirm that motives for using social media affect hair care as MZers’ interest in the utilization of social media and hair care is rapidly growing. These days, they tend to express and appeal themselves more actively, using social media. This study also found that such tendency is reflected on their hair care. The study results show that there should be more active marketing and advertisement strategies against Generation MZ who have great purchasing power in beauty industry.

Antecedents of Gacha gaming intention: Extending UTAUT2 with structural video game characteristics

Mobile gacha games, featuring chance-based virtual item collections and lottery-like mechanics, have become immensely popular among global youth. Therefore, many game developers are developing new gacha games or implementing gacha mechanics into existing games to capture this trend. To fill the existing research gap, this article proposes an extended model for video game acceptance derived from the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) combined with structural video game characteristics (SVGC) and psychological factors like perceived enjoyment and trust. It addresses the crucial factors driving players' intention to continue playing gacha games and fills the gap in developer-centric research. Leveraging the PLS-SEM algorithm, IPMA analysis, and the data from active Indonesian gamers (N = 300), this study highlights the substantial impact of SVGC features (presentation, reward, control/manipulation) on gacha gamers' perceived enjoyment. Moreover, hedonic motivation, habit, and trust in game developers emerge as key antecedents of continuance gaming intention. These findings refine our understanding of gacha game acceptance and have potential avenues for broader gaming research. It presents valuable insights for scholars and game developers to enhance the gaming experience by incorporating relevant structural characteristics and fostering important psychological factors that drive continuance gaming intention.

Green and gamified! An investigation of consumer participation in green last-mile from a gamification affordance perspective

As a recent phenomenon, gamification designs have gained increasing prominence in encouraging consumer participation in green logistics. The primary focus of this study is to investigate how gamification affects customer participation in green last-mile via e-commerce delivery platforms. Adopting an integrated perspective that combines gamification affordances and technology acceptance, this research explores both the utilitarian and hedonic motivations underlying green logistics. A survey questionnaire is designed for data collection (n = 387) and structural equation modelling is applied for data analysis. Our findings suggest gamification affordances of competition, achievement, self-expression, and interactivity as the factors that directly or indirectly influence consumers' intention to engage in green logistics behaviour. This influence is mediated through perceived enjoyment, ease of use, and perceived usefulness. Furthermore, we find that consumers may prioritise social factors such as interactivity affordance over competition and achievement affordances in the gamified green logistics behaviour. These insights not only contribute to a better understanding of consumers' green logistics behaviours but also provide valuable guidance for logistics providers seeking to promote environmentally friendly practices among e-commerce and logistics users.

Usage Behaviour and Adoption Criteria for Mobile Health Solutions in Patients with Chronic Diseases in Gastroenterology

Introduction: Mobile Health (mHealth) applications allow for new possibilities and opportunities in patient care. Their potential throughout the whole patient journey is undisputed. However, the eventual adoption by patients depends on their acceptance of and motivation to use mHealth applications as well as their adherence. Therefore, we investigated the motivation and drivers of acceptance for mHealth and developed an adapted model of the Unified Theory of Acceptance and Use of Technology (UTAUT2). Methods: We evaluated 215 patients with chronic gastroenterological diseases who answered a questionnaire including all model constructs with 7-point Likert scale items. Our model was adapted from the Unified Theory of Acceptance and Use in Technology 2 and includes influencing factors such as facilitating conditions, performance expectancy, hedonic motivation, social influence factors, effort expectancy, as well as personal empowerment and data protection concerns. Model evaluation was performed with structural equation modelling with PLS-SEM. Bootstrapping was performed for hypothesis testing. Results and Conclusion: Patients had a median age of 55.5 years, and the gender ratio was equally distributed. Forty percent received a degree from a university, college, technical academy, or engineering school. The majority of patients suffered from chronic liver disease, but patients with inflammatory bowel diseases, GI cancers, and pancreatic diseases were also included. Patients considered their general technology knowledge as medium to good or very good (78%). Actual usage of mHealth applications in general was rare, while the intention to use them was high. The leading acceptance factor for mHealth applications in our patient group was feasibility, both in terms of technical requirements and the intuitiveness and manageability of the application. Concerns about data privacy did not significantly impact the intention to use mobile devices. Neither the gamification aspect nor social influence factors played a significant role in the intention to use mHealth applications. Interpretation: Most of our patients were willing to spend time on a mHealth application specific to their disease on a regular basis. Acceptance and adherence are ensured by efficient utilization that requires minimum effort and compatible technologies as well as support in case of difficulties. Social influence and hedonic motivation, which were part of UTAUT2, as well as data security concerns, were not significantly influencing our patients’ intention to use mHealth applications. A literature review revealed that drivers of acceptance vary considerably among different population and patient groups. Therefore, healthcare and mHealth providers should put effort into understanding their specific target groups’ drivers of acceptance. We provided those for a cohort of patients from gastroenterology in this project.

Exploring the Cloud Storage Service Adoption Through the Dual Perspectives: Protection Motivation Theory (PMT) and the Extended Unified Theory of Technology Acceptance Model (UTAUT2)

Cloud computing is spreading rapidly, but little research has been conducted to understand the effects of the protective perspective on acceptance by individuals. The goal of this study was to explore the impact of protective behavior on individuals’ adoption of cloud computing. Specifically, the study will concentrate on personal cloud storage service (CSS), widely recognized as a protective technology. Our theoretical framework endeavored to combine protection motivation theory with the extended unified theory of acceptance and use of technology and focused on the effect of threat in the context of CSS. This study tested two proposed models (Model A, Model B) by structural equation modeling using data from 392 individuals. Data were collected for people in voluntary CSS-usage settings through an online survey. Model A and model B explained 61.0% and 60.4% of the variance in the behavioral intention to accept CSS, respectively. Results showed that CSS adoption is a protective measure against data loss and identified that threat influence CSS adoption. Threat elements directly do not influence behavioral intention to adopt CSS. Threat elements mostly acted as antecedents of independent variables; perceived severity and perceived vulnerability directly influenced technology attributes (performance expectancy, effort expectancy), and showed slightly different results in contextual attributes (facilitating conditions, social influence) and consumer attributes (hedonic motivation, habits). Our study offers a unique perspective for researchers and professionals in understanding the impact of threat factors on information technology domains where protective technologies are operated. Thus, we recommend that academics and business practitioners in the realm of cloud computing should consider user’s protective motivation view of adopting CSS when designing, developing, delivering and spreading it.

Study on the Usage Behavior of PLN Mobile Application using UTAUT 2 Model among PLN Customers in North Sulawesi, Central Sulawesi, and Gorontalo

The objective of this research is to analyze the factors affecting consumer behavior in Indonesia regarding the utilization of the PLN Mobile Application within the PLN Distribution Unit located in North Sulawesi, Central Sulawesi, and Gorontalo, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. The selection of this model was based on its recent relevance to the adoption of the PLN Mobile Application. This research falls under the quantitative category. Sampling is performed using a non-probability sampling method known as purposive sampling. This research involve 385 PLN Suluttenggo customers as respondents. The data analysis technique in this research used Partial Least Square Structural Equation Model (PLS-SEM) utilizing SmartPLS software version 3.2.9. The outcomes of the research indicate that there are five variables in the UTAUT 2 model that have a positive and significant influence on behavioral intention to use the PLN Mobile application, from the highest to the lowest respectively are price value, habit, social influence, hedonic motivation, and performance expectancy. Meanwhile, there are three factors that positively and significantly influence on usage behavior, namely behavioral intention, facilitating conditions, and habit. Hence, companies can utilize this model to enhance customers behavioral intentions and usage of the PLN Mobile application by taking these factors into consideration.

Determinants of Generation Z's Interest in Using Gopay, Ovo, and Dana (Application of UTAUT2 Model) in Mataram City

This study aims to analyze the variables in UTAUT 2 which are factors for generation Z in using E-wallets on the Gopay, OVO, and Dana platforms in Mataram City. The sampling technique used was purposive sampling and data collection using online and offline questionnaires. Data analysis using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the SmartPLS application. Based on the results of the study, it is known that the variables of performance expectancy, social influence, facilitating conditions and habit have a positive and significant effect on behavioral intention, while effort expectancy, perceived trust, perceived risk, hedonic motivation and price value have no significant effect on behavioral intention. In addition, behavioral intention also has a positive and significant effect on use behavior.

Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

Promoting organic foods production and consumption contributes to accomplishing the United Nations’ sustainable development goals. Social commerce provides a promising opportunity to develop the organic food industry. However, there is limited knowledge regarding customer behaviors in relation to purchasing organic foods via social commerce platforms. Therefore, this study expanded upon the unified theory of acceptance and use of technology (UTAUT-2) to develop a comprehensive model that explains how customers’ social commerce trust and behavioral intentions to purchase organic foods using Instagram social commerce affect their purchasing behaviors. The research model was analyzed by employing partial least squares structural equation modeling (PLS-SEM) for the data collected from a quantitative survey of 410 customers who used Instagram to purchase organic foods in Iran. The results revealed that Instagram social commerce-facilitated purchasing conditions, hedonic motivations, social influence, ratings and reviews, and influencers’ endorsements positively influenced customers’ purchase intentions. Moreover, Instagram’s recommendations and referrals, influencers’ endorsements, as well as social influence boost customers’ trust in the social commerce platform. Eventually, it was determined that influencers’ endorsements, social commerce trust, and purchase intention determine a customer’s organic foods purchasing behaviors. This research provides valuable insights for organic food marketers to optimize their social commerce strategies.

Analysis of the Effect of Effort Expectancy, Social Influence, Hedonic Motivation, Price Value, Habit, and Flow on MMORPG’s Intention to Play

With more Internet access, MMORPGs have grown in popularity. In Indonesia, the biggest gaming market in Southeast Asia, this genre is less popular. Therefore, studying what inspires Indonesian MMORP users is necessary. The study used a quantitative research design on 221 online gamers who were familiar with MMORPGs but had never played them. The study tested research hypotheses using multivariate linear regression analysis. The study discovered that hedonic motivation, price value, habit, and flow all have a positive impact on one's intention to play MMORPG online games, but effort expectation and social influence have no impact.

Determinants of Generation Z's Interest in Investing in Stock Using Financial Technology Investment Management

In the financial sector, technology that is currently developing rapidly, especially in the investment sector, is fintech investment management. The aim of this research is to analyze the factors that influence interest in using and behavior in using fintech investment management. This research was conducted at the Udayana University Investment Gallery, with a population of the entire Z generation in the province of Bali. The data analysis technique used is the Partial Least Square (PLS) method. The results of the analysis show that performance expectations, social influence, facilitating conditions, hedonic motivation, and habits have a positive effect on interest in using fintech investment management, while business expectations and price value have no effect. And there is a positive influence of interest in use on behavior in using fintech investment management.

Beyond Reality: Exploring User Experiences in the Metaverse Art Exhibition Platform from an Integrated Perspective

With the rise of the metaverse, digital transformation is profoundly affecting the field of art exhibitions. Museums and galleries are actively adopting metaverse technologies to present artworks through virtual platforms, providing audiences with novel opportunities for immersive engagement and art experiences and shaping high-quality user experiences. However, the factors influencing user engagement in the metaverse art exhibition platform (MeAEP) remain unclear in the current research. This research combines the information systems success model (ISSM) and the hedonic motivation system adoption model (HMSAM) to construct a theoretical model that provides insights into the factors influencing MeAEP users’ intention to engage and their immersion behavior, with a focus on the sustainability of the art exhibition. We quantitatively analyzed 370 users that experienced MeAEP and analyzed the data and measurement model using SPSS 27 and partial least squares structural equation modeling (PLS-SEM). The results showed that information quality (IQ), system quality (SQ), and perceived ease of use (PEOU) significantly and positively influenced perceived usefulness (PU), curiosity (CUR), joy (JOY), and control (CON). PU, JOY, and CON have a positive and significant effect on Immersion (IM). Finally, PU, CUR, JOY, and CON had a positive effect on behavioral intention (BI). In conclusion, only one of the twenty hypotheses was not supported. The research findings not only enrich the academic and managerial theories related to the metaverse and art exhibition platforms, but also provide practical insights for administrators, developers, and MeAEP designers to create higher-quality and more immersive art content, as well as provide constructive ideas for the sustainability of art exhibitions to further enhance user experience.

Could AI Ethical Anxiety, Perceived Ethical Risks and Ethical Awareness About AI Influence University Students’ Use of Generative AI Products? An Ethical Perspective

The study aims to explore the factors that influence university students’ behavioral intention (BI) and use behavior (UB) of generative AI products from an ethical perspective. Referring to ethical decision-making theory, the research model extends the UTAUT2 model with three influencing factors: ethical awareness (EA), perceived ethical risks (PER), and AI ethical anxiety (AIEA). A sample of 226 university students was analysed using the Partial Least Squares Structural Equation Modelling technique (PLS-SEM). The research results further validate the effectiveness of UTAUT2. Furthermore, performance expectancy, hedonistic motivation, price value, and social influence all positively influence university students’ BI to use generative AI products, except for effort expectancy. Facilitating conditions and habit show no significant impact on BI, but they can determine UB. The three extended factors from the ethical perspective play significant roles as well. AIEA and PER are not key determinants of BI. However, AIEA can directly inhibit UB. From the mediation analysis, although PER do not have a direct impact on UB, it inhibits UB indirectly through AIEA. Ethical awareness can positively influence BI. Nevertheless, it can also increase PER. These findings can help university students better accept and ethically use generative AI products.

Intention to Use an Electronic Community Health Information System Among Health Extension Workers in Rural Northwest Ethiopia: Cross-Sectional Study Using the Unified Theory of Acceptance and Use of Technology 2 Model.

IT has brought remarkable change in bridging the digital gap in resource-constrained regions and advancing the health care system worldwide. Community-based information systems and mobile apps have been extensively developed and deployed to quantify and support health services delivered by community health workers. The success and failure of a digital health information system depends on whether and how it is used. Ethiopia is scaling up its electronic community health information system (eCHIS) to support the work of health extension workers (HEWs). For successful implementation, more evidence was required about the factors that may affect the willingness of HEWs to use the eCHIS. This study aimed to assess HEWs' intentions to use the eCHIS for health data management and service provision. A cross-sectional study design was conducted among 456 HEWs in 6 pilot districts of the Central Gondar zone, Northwest Ethiopia. A Unified Theory of Acceptance and Use of Technology model was used to investigate HEWs' intention to use the eCHIS. Data were cleaned, entered into Epi-data (version 4.02; EpiData Association), and exported to SPSS (version 26; IBM Corp) for analysis using the AMOS 23 Structural Equation Model. The statistical significance of dependent and independent variables in the model was reported using a 95% CI with a corresponding P value of <.05. A total of 456 HEWs participated in the study, with a response rate of 99%. The mean age of the study participants was 28 (SD 4.8) years. Our study revealed that about 179 (39.3%; 95% CI 34.7%-43.9%) participants intended to use the eCHIS for community health data generation, use, and service provision. Effort expectancy (β=0.256; P=.007), self-expectancy (β=0.096; P=.04), social influence (β=0.203; P=.02), and hedonic motivation (β=0.217; P=.03) were significantly associated with HEWs' intention to use the eCHIS. HEWs need to be computer literate and understand their role with the eCHIS. Ensuring that the system is easy and enjoyable for them to use is important for implementation and effective health data management.

THE IMPACT OF CONTACTLESS PAYMENT CARDS ON CUSTOMER SATISFACTION: THE CASE OF LEBANON

Paying using a contactless card is the latest payment technology. There is an urgent need to study the cultural trend towards alternative payment methods in light of these financial incentives. The contactless card system is a practical replacement for cash in low-value transactions due to its ability to compete with cash. Non-cash payments are represented by contactless payment systems that do not require direct physical contact between the consumer's payment device and the merchant's POS terminal. As a result, contactless payment is seen as a more viable alternative to cash than standard payment cards. Therefore, central banks in charge of currency distribution have a vested interest in debating the future of cash use. The researcher uses convenience sampling since they have access to the population. Many employees filled out the survey used in this research. There were 110 people requested to participate in the poll, but only 150 turned up. It is possible to have happiness after utilizing technology. Research shows that inherent attributes such as joy significantly affect how customers feel about new technology. It is generally known that consumers' hedonic motives affect their propensity to use online banking. It is hypothesized that intrinsic motivation influences the integrity and competence components of e-two trust. Customers who have had a positive experience with online banking are more likely to use it themselves because they see it the same way as others who have had a similar experience.

Intention to Use Robo Advisory Services in Malaysia

In Malaysia, robo-advisory services have become increasingly popular in the financial industry. This study examines the factors that determine the intention to use robo-advisory services in Malaysia, including the performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and trust. The target respondents of this study are individuals from the M40 income group in Malaysia. A total of 400 responses was collected and analyzed through Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS software. The findings demonstrated that performance expectancy, social influence, hedonic motivation, price value, and trust are significant in affecting the behavioral intention to use robo-advisory services in Malaysia, except for effort expectancy and facilitating conditions, which showed an insignificant result. Moreover, this study would contribute to the understanding of the emergence of robo-advisory services in Malaysia and provide practical and theoretical implications for portfolio managers, robo-advisory firms, and researchers to aid in the future development of robo-advisory services and the financial industry in Malaysia.