Mobile Technology Acceptance Model Research Articles

Influence of Tiktok video content on youth people's online shopping intention for fashion items

This study delves into the influence of TikTok video content factors - Entertainment, Information, Usefulness, and Interaction - on the online purchase intention of fashion items among young consumers. Drawing upon the Integrated Theory of Planned Behavior, ABC model (Attitude, Behavior, Context), and Mobile Technology Acceptance Model framework, the research examines how these factors shape consumer behavior on popular social media platforms. A quantitative approach was employed, utilizing survey data collected from 620 young respondents in Vietnam. The findings reveal that Entertainment, Information, Usefulness, and Interaction significantly impact online purchase intention, with Usefulness and Interaction emerging as the primary drivers. However, the study also acknowledges several limitations, including sample size constraints and potential biases inherent in self-reported data. Future research directions include longitudinal studies to explore the dynamic nature of consumer behavior on TikTok and comparative studies across different demographic groups to enhance generalizability. This study contributes valuable insights for marketers and advertisers seeking to leverage TikTok as a platform for engaging young consumers and driving online purchase behavior in the fashion industry.

Using mobile technology acceptance model to explore the satisfaction and continuous use of live streaming for training

ABSTRACT During the digital era and especially the COVID-19 pandemic, live streaming emerged as a vital component of mobile learning and training. This study sought to determine whether the social presence and interactivity experienced by learners using live digital platforms could enhance their learning outcomes, satisfaction, and propensity for ongoing use.Leveraging the mobile technology acceptance model as its research framework, this study integrated interactivity and social presence as external variables. The aim was to uncover how these variables impact user satisfaction and continued use, while also exploring the mediating role of learning effectiveness in driving continued use. A live streaming system designed for mobile training was tested among 67 employees in a pilot study. The results demonstrated that:(1)Ease of use positively impacted perceptions of mobile usefulness.(2)Mobile usefulness, interactivity, and social presence had a positive effect on satisfaction, yet ease of use didn't significantly influence satisfaction.(3)Interactivity enhanced social presence.(4)Satisfaction was a key driver of continued use, with learning effectiveness acting as a partial mediator between them. The findings from this research can guide businesses looking to utilize live streaming for training purposes and serve as a reference for academic research in similar areas.

Understanding mobile augmented reality apps in Pakistan: an extended mobile technology acceptance model

PurposeAugmented reality (AR) adoption has boomed globally in recent years. The prospective of AR to seamlessly integrate digital information into the actual environment has proven to be a challenge for academics and industry, as they endeavor to understand and predict the influence on users' perceptions, adoption intentions and usage. This study investigates the factors affecting consumers’ behavioral intention to adopt AR technology in shopping malls by offering the mobile technology acceptance model (MTAM).Design/methodology/approachThis conceptual framework is based on mobile self-efficacy, rewards, social influence and enjoyment of existing MTAM constructs. A self-administered questionnaire, constructed by measuring questions modified from previous research, elicited 311 usable responses from mobile respondents who had recently used AR technology in shopping malls. This analysis was performed using SmartPLS3.0.FindingsGrounded on the findings of the study, it was found that, aside from factors such as mobile usefulness, ease of use and social influence, the remaining independent variables had the most significant impact on adopting AR technologies. Considering the limitations of this study, the paper concludes by discussing the significant implications and insinuating avenues for future research.Originality/valueTo better investigate mobile AR app adoption in Pakistan’s shopping malls, the researchers modified the newly proposed MTAM model by incorporating mobile self-efficacy theory, social influence, rewards and perceived enjoyment. However, the extended model has not been extensively studied in previous research. This study is the first to examine the variables that affect an individual’s intention to accept mobile AR apps by using a novel extended MTAM.

Navigating Trust in Mobile Payments: Using Necessary Condition Analysis to Identify Must-Have Factors for User Acceptance

Drawing upon the mobile technology acceptance model (MTAM), this study addresses this conspicuous gap by identifying the necessary conditions for fostering trust and usage intention of mobile payment (m-payment) gateways. Data collected from 218 users of mobile-payment from Malaysia were analyzed using partial least squares structural equation modeling (PLS-SEM) to identify the should-have factors for perceived trust and intention to use mobile payment gateways. In addition, necessary condition analyses (NCA) are utilized to identify the must-have factors for perceived trust and intention to use mobile payment gateways. Results revealed that other factors of mobile usefulness, perceived security, and user mobility explained perceived trust except for mobile ease of use. In turn, mobile usefulness, user mobility, perceived security, mobile ease of use, and perceived trust established a positive relationship with intention to use. The NCA complemented these results showing that mobile usefulness, mobile ease of use, and user mobility qualified as necessary and sufficient conditions for perceived trust with medium-sized effect and mobile usefulness is qualified as a medium-sized necessary and sufficient condition for intention to use. This is the first few article that extends earlier literature by offering arguments on the different aspects of MTAM. By using NCA, we provide theoretical and methodological evidences, we identify which are the essential ones that enhances trust and usage.

The Intention to Use of a New Mobile Apps: A Case from Customers of an Indonesian Electrity Company

Mobile apps are now an integral part of our daily life which brought quite significant changes in consumer behavior. Therefore, the development of electronic service quality becomes a crucial factor to consider in determining whether digital transformation affects customer satisfaction. PT PLN (Persero), the Indonesian Electricity Company launched their new mobile apps in 2022 with the objective to provide better customer engagement and service. New PLN Mobile is an application used by PT PLN (Persero) to facilitate customers in enjoying every service provided by the company. This study integrates constructs from the mobile-technology acceptance model (M-TAM) and unified theory of acceptance and use of technology model (UTAUT) into a new theoretical model and tests them to a one of rural regions in Indonesia. The study was conducted by using a structured questionnaire to collect data from 566 respondens of customers of PT PLN (Persero) PLN ULP Jeneponto. The research model was assessed using the partial least squares structural equation model (PLS-SEM) methodology, facilitated by the Smart PLS software to provide insights into the factors that determine the acceptance of technology, which can explain user behavior. The analysis results are expected to identify the factors of customer readiness in adopting the New PLN Mobile electronic service in Jeneponto Regency. The results revealed significant relationships for all of the hypotheses. Mobile Usefulness to Intention to Use (H1), Mobile Ease of Use to Intention to Use (H2), Social Influence to Intention to Use (H3), Facilitating Condition to Intention to Use (H4) and Intention to Use to Actual Use (H5) showed t-stat values respectively, surpassing the standard test value. In the results, it can also be observed that the most significant factor influencing Intention to Use is Facilitating Condition.

Exploring the Impact of Attitudes, Behavior, and Perceptions on Millennials' Adoption of QRIS Payment Systems

In this study, we investigate the influence of attitudes, behavior, and perceptions on the adoption of Quick Response Code Indonesian Standard (QRIS) payment systems among millennials, utilizing the Mobile Technology Acceptance Model (MTAM) approach. The sample consists of 100 respondents, and we apply both Structural Equation Modeling (SEM) and MTAM to study about the relationships among the variables. The key findings are as follows: Positive attitudes towards QRIS significantly correlate with high behavioral intention, underscoring the pivotal role of attitudes in fostering adoption. Payment behavior has a significant effect on the perceived ease of use, highlighting the conduct of behavior in shaping perceptions of usability. Moreover, behavior also significantly influences the perceived usefulness, affirming the linkage between usage behavior and perceptions of benefit. Perceived ease of use positively correlates with attitudes, indicating that ease of use perceptions influence attitudes. Nevertheless, there is no significant support for the relationships between perceived security and attitudes, as well as between perceived usefulness and attitudes. These findings hold crucial implications for payment system providers and marketers in devising marketing strategies tailored to the preferences and expectations of millennials, while considering the aspects unveiled by the mobile technology acceptance model. Understanding the influences of attitudes, behavior, and perceptions on the adoption of modern payment systems becomes essential to meet user needs and integrate this technology into daily life effectively.

Investors’ intention to use mobile investment: an extended mobile technology acceptance model with personal factors and perceived reputation

Investors’ intention to use mobile investment: an extended mobile technology acceptance model with personal factors and perceived reputation

Thank you, government! Your support facilitated my intention to use mobile payment in the new normal era

Purpose This study aims to investigate the key determinants predicting users’ behavioural intention (BI) in adopting mobile payment (m-payment) in the new normal era. Design/methodology/approach The mobile technology acceptance model (MTAM) was extended through attitudes, perceived trust, perceived risk and personal innovativeness (PI) with government support (GS) functioning as a moderator. A total of 245 valid responses were gathered from Malaysian m-payment users with purposive sampling and subsequently evaluated through partial least square-structural equation modelling. Findings Mobile usefulness and PI significantly predicted user BI to use m-payment. Based on the moderation analysis, GS strengthened attitude-based impacts on BI towards m-payment adoption. Practical implications The empirical outcomes provide stakeholders with pivotal implications to develop holistic policies and strategies that potentially catalyse m-payment usage in the new normal era. Originality/value This research expands the current body of knowledge by assessing the factors impacting m-payment usage intention in the new normal era. The four aforementioned MTAM elements and GS (moderator) were recommended to boost model workability and offer novel evidence from a distinct viewpoint.

Mobile fintech, digital financial inclusion, and gender gap at the bottom of the pyramid: An extension of mobile technology acceptance model

This study aims to predict the determinants of mobile fintech apps and digital financial inclusion from the perspective of the Bottom of the Pyramid (BOP) segment in Indonesia. To address the complexities of BOP users, this paper theoretically grounded on Mobile Technology Acceptance Model (MTAM) (i.e. mobile usefulness (MU), mobile ease of use (MEU)) along with its relevant extension including personal factor (digital financial literacy (DFL)), financial risk factor (mobile perceived financial cost (MPFC)), and consequent factors (i.e. use behavior (UB), and digital financial inclusion (DFI)). The moderating impact of gender was also tested. A survey instrument that was self-administered and comprised measurement items adapted from prior research was utilized to gather data from 200 mobile fintech BOP users residing in Makassar, South Sulawesi. According to the results of the PLS-SEM test, seven hypotheses were accepted, while two were rejected. In addition, it was confirmed that men play a more prominent role than women in strengthening mobile fintech use and digital financial inclusion.

Hey boomer, “your ride has arrived”: Are you willing to continue using the ride-hailing app?

This study examines baby boomers’ continuous usage intention toward ride-hailing apps utilizing the mobile technology acceptance model (MTAM), with mediating (perceived values) and moderating (self-efficacy and service quality) roles. Purposive sampling was used to collect primary data from 301 Indian baby boomers, evaluated using measurement and structural models. Results revealed that MTAM factors (mobile ease of use and usefulness) significantly impacted the perceived values (utilitarian and hedonic), attitude, and continuous usage intention of ride-hailing apps, also revealing associations between key variables contributing to a positive attitude about and continuous usage intention of these apps. Implications for ride-hailing businesses are discussed.

An integrated model predicting the drivers of mobile payment outcomes: evidence from emerging markets

PurposeBecause the success of m-payment services depends on the enablers and barriers that affect user satisfaction, the present research explores the effects of perceived value and sacrifices on users' satisfaction with m-payment services. The predicted relationships among perceived value, perceived sacrifices, users' satisfaction, continuance intention, word-of-mouth (WOM), shopping effectiveness, quality of life (QOL) and stickiness were established based on the mobile technology acceptance model (MTAM) and the value-based adoption model (VAM).Design/methodology/approachA representative data sample of 430 Egyptian banking clients was analyzed to test the hypotheses using partial least squares-structural equation modeling (PLS-SEM).FindingsThe findings revealed that all perceived value constructs significantly positively affect users' satisfaction. Moreover, all perceived sacrifice constructs significantly negatively affect users' satisfaction. Users' satisfaction, in turn, has a significant positive effect on continuance intention, WOM, shopping effectiveness, QOL and stickiness with m-payment services.Originality/valueThis is the first study to examine several levels of m-payment outcomes, including m-payment, consumer and bank outcomes, based on the integration of MTAM and VAM models.

Determinants of smartphones adoption and use at Kenya Airport Police Unit, Kenya

The Kenya Airport Police Unit has started using smartphones to deter crime, but there are still reservations about their potential impact on policing. The study sought to identify the factors that influence police officers' adoption and use of smart phone applications for crime prevention. The police officers assigned to the Kenya Airport Police Unit (1382) were the study's target group. For this study, a sample of 274 police officers was selected using a simple random sampling approach. The study was guided by the Mobile Technology Acceptance Model (M-TAM), which discovered that smartphones were useful instruments for crime prevention. Police officers discovered that programs such as Facebook, WhatsApp, Twitter, emails, and short text messages helped to prevent crime. The study suggests that tailored police smart phone applications be developed, as well as officer capacity training, to improve their utilization and help to crime prevention efforts.

Factors Determining Consumer Acceptance of NFC Mobile Payment: An Extended Mobile Technology Acceptance Model

The demand for mobile payments using smartphones to substitute the need for cash, credit cards, or checks is swiftly increasing in Pakistan. This study investigates the factors determining consumers’ behavioral intention to adopt near-field communication mobile payment from a developing country’s viewpoint. A conceptual framework was adopted based on the mobile technology acceptance model (MTAM), integrating self-efficacy theory, critical mass theory, flow theory, and system and service quality to elucidate the behavioral intention. Data were collected through a self-administered questionnaire applied to 310 nonusers of near-field communication mobile payment in Pakistan. The analysis was performed using SmartPLS3.0. The results demonstrated that other independent variables are the main predictors of the intention to adopt mobile payment besides technology self-efficacy, perceived critical mass, and mobile ease of use. The study concludes with key implications and future work directions concerning the limitation of this study.

Fostering Mobile Payment Adoption: A Case of Near Field Communication (NFC)

This study aims to investigate the adoption intention of NFC mobile payment services among consumers in Malaysia. Data collected from 218 respondents were analysed using Partial-Least-Square. The results reveal that consumers’ technology readiness is positively related with perceived usefulness, perceived ease of use and intention to adopt NFC. Technology availability has also provided similar results regarding its relationship with perceived ease of use and intention to adopt NFC. The results also show the mediation effects of perceived ease of use and perceived usefulness of the technology in the relationship between technology availability and perceived usefulness, as well as between perceived ease of use and intention to adopt NFC, respectively. The findings of this study suggest the need for the industrial player to target the group of consumers who are innovative. It is also important for banking institutions to reinvent the card system to support NFC infrastructure, so that mass adoption could be created. This study fills the research voids by integrating the established mobile technology acceptance model with two constructs – consumers’ technology readiness and technology availability.

Provoking Actual Mobile Payment Use in the Middle East

Monetary transactions have advanced into a portable, simple, and comfortable process. Regardless of the advantages of a versatile method of disbursement, the global take-up ratio is inadequate. Consequently, greater insight into the factors that influence acceptance by stakeholders is fundamental for industrialists and scholars. This study analyses the goals and real purpose behind portable disbursement by unifying the definition of its concept, which consolidates the “Mobile Technology Acceptance Model” and the “Theory of Planned Behaviour” as well as an updated profound variable that is more synergistic. The new framework incorporated 12 factors influenced by the user’s insight and was analysed by collecting data based on the PLS-SEM condition mix-mode. Identifying the impact of versatile methods of disbursement will shape essential business choices and the community and will change current lifestyles into contactless ones. This article demonstrates the connection between innovative factors and human preferences concerning the use of portable disbursement. Interestingly, we embrace this uniqueness for an incorporated framework that consolidates MTAM as well as the TPB.

Fashion shopping on the go: A Dual-stage predictive-analytics SEM-ANN analysis on usage behaviour, experience response and cross-category usage

With the proliferation of mobile commerce, mobile shopping has become the buzzword in the electronic commerce industry. To examine the predictive factors that affect the usage behaviour, experience response, and cross-category usage in mobile fashion shopping, an integrated research framework, comprising of the Mobile Technology Acceptance Model and individual attributes in terms of lifestyle orientations was proposed. The quantitative data, derived from 500 qualified responses, collected through a survey questionnaire, was validated via a two-stage predictive-analytics SEM-ANN approach to identify the non-compensatory and non-linear relationship. All six of the ANN models showed consistent relationships and rankings with the SEM results. The findings imply that mobile commerce developers and designers should ensure that the functions provided can satisfy the evaluation criteria of users with different lifestyle orientations, whereby the advantages of the mobile commerce platforms should be highlighted in the marketing messages to drive first-time usage, as well as extended usage across different mobile commerce platforms (i.e., mobile sites and mobile applications) and product categories. From the theoretical perspective, the findings revealed the indirect influence of the individual attributes on the usage intention of innovative mobile technology. The research is also the first to adopt non-compensatory neural network analysis to compensate the linear SEM analysis in the study on mobile shopping of fashion products.

What’s Stopping You from Migrating to Mobile Tourism Shopping?

ABSTRACT Tourism shopping via mobile applications has revolutionized the tourism industry. The research examined the antecedents to the adoption of mobile tourism shopping (MTS) via an integrated model, consisting of the Mobile Technology Acceptance Model, consumer perception of merchant ethics, consumer decision-making styles, and characteristics of mobile applications. The results were empirically validated via the PLS-SEM-ANN method. The findings indicated that mobile usefulness, mobile ease of use, application quality, and service quality have significant positive correlations with the intention to use MTS, whereas privacy concern has displayed a significant negative relationship. Moreover, source reliability, application reputation, perfectionism, and novelty-fashion consciousness were revealed to be statistically insignificant to the development of adoption intention toward MTS. Furthermore, the ANN results have indicated the existence of a non-linear hidden attribute in the prediction of ANN Model A. The research has generated valuable theoretical implications and practical insights. For one, the advantages that come with the adoption of MTS and the security measures taken by the service providers should be highlighted to the prospects via effective marketing messages to nurture confidence, which can subsequently drive adoption.

Mobile perceived trust mediation on the intention and adoption of FinTech innovations using mobile technology: A systematic literature review

The banking and financial sectors have witnessed a significant development recently due to financial technology (FinTech), and it has become an essential part of the financial system. Many factors helped the development of this sector, including the pandemics such as Covid-19, the considerable increasing market value of the FinTech sector worldwide, and new technologies such as blockchain, artificial intelligence, big data, cloud computing and mobile technology. Moreover, changes in consumer's preferences, especially the Z-generation (digital generation). FinTech shifted the traditional business models to mobile platforms characterized by ease of access and swift transactions. Mobile technology became the main backbone for FinTech innovations and acts as a channel to deliver FinTech services that overcome all geographical and timing barriers, thus enhancing financial inclusion. Mobile perceived Trust (MPT), or the trust in using financial business models via mobile technology, is a crucial factor in the FinTech context that has mediation effects on the intention and adoption of different FinTech business models. Unfortunately, few studies have explored MPT mediations on consumers' intention to adopt FinTech innovations using mobile technology. Typically, many studies examined trust/MPT as an independent and unidirectional variable and investigated its effects on behaviour intention without predicting its mediation effects. This study aimed to develop a systematic literature review on MPT mediation in FinTech, focusing on the period from 2016 and 2021, in journals ranked Q1 and Q2, and known-based theories such as the technology acceptance model, the unified theory of acceptance and use of technology, and the mobile technology acceptance model. This study found that only four articles were published in Q1 and Q2 journals. In these articles, the MPT was used as a mediator, and its effects were measured on the intention and adoption of the behaviour.

Examining Retailing Sustainability in the QR Code-Enabled Mobile Payments Context During the COVID-19 Pandemic

The COVID-19 has influenced customers' purchasing behavior, especially the acceptability of mobile payments based on quick response (QR) codes. Sustainability is key for retail to thrive. In this context, customer acceptance of QR code–enabled m-payments needs further improvement. This study examines the critical antecedents affecting QR code–enabled m-payments acceptance intention, with the aim of determining why customers must accept QR codes. The Mobile Technology Acceptance Model was modified, as we examined ease of use, usefulness, transaction convenience, transaction speed, attitudes, optimism, and personal innovativeness to investigate customers’ adoption of mobile shopping in grocery stores using questionnaire survey data of 351 respondents. Most constructs in the model influence shoppers’ intentions for accepting QR code–enabled m-payments. Consumers are more likely to use mobile shopping channels if the system is simple and easy to use. A validated model would be an invaluable guide for researchers during the creation and improvement of QR code–enabled m-payments studies.

Can COVID-19 pandemic influence experience response in mobile learning?

The mass spreading of COVID-19 has changed the paradigm of the education industry. In China and many other nations, universities have introduced compulsory remote education programs such as mobile learning (m-learning) to prevent public health hazards caused by the pandemic. However, so far, there is still a lack of understanding of student’s learning experience responses in compulsory m-learning programs. As such, there is a necessity to explore the factors and mechanisms which drives students’ experience. This paper evaluates the influence of both pedagogy and technology on learner’s compulsory m-learning experience response (ER) by extending the mobile technology acceptance model (MTAM) during the COVID-19 pandemic. An online self-administered questionnaire was used to collect the data, which was then analysed through SmartPLS 3.2.9. Importance-performance matrix analysis was applied as a post-hoc procedure to gauge the importance and performance of the exogenous constructs. The results revealed that perceptions of m-learning’s learning content quality, user interface, and system’s connectivity affect the perceived mobile usefulness and easiness which in turn affects ER. This paper validates MTAM in the field of education by integrating MTAM with pedagogy and technology attributes under a social emergency setting such as the COVID-19 pandemic. In addition, the current research explains users' ER rather than behaviour intention which is commonly adopted in past studies.