Partial Least Squares Structural Equation Modeling Research Articles

Unboxing the links in understanding customer revisit intention: the role of customer love and experiential quality

Purpose This study aims to examine the factors influencing customer love (physical environment, food quality, customer-to-customer interaction and innovativeness) and revisits intention in the restaurant industry in Bangladesh. Design/methodology/approach This study applied a quantitative technique that exceedingly prescribed a methodological approach to positivism from a philosophical stance. Following the purposive sampling, 456 questionnaires were distributed, and 394 were received from the restaurant customer for analysis. Findings Using the partial least squares-structural equation modeling (PLS-SEM), the salient findings have shown that physical environment, food quality, customer-to-customer interaction and innovativeness have a positive and significant effect on customer love. Besides, customer love is fully mediated between the influencing factors of customer love and revisit intention. The findings also show that customer experience quality actively moderates the factors influencing customer love. Finally, customer love has a positive and significant effect on revisit intention. Originality/value Restaurant managers may benefit from the study’s findings. It can be an essential blueprint for theoretical and practical implications. The study also recommends increasing the restaurant’s performance and remaining experienced customers for future transactions.

Tourism and hospitality SMEs and digital marketing: what factors influence their attitude and intention to use from the perspective of BRT, TAM and IRT

PurposeThe purpose of this study is to investigate the reasons (for and against) affecting owners' attitudes and intentions to use digital marketing (DM) strategies in tourism and hospitality (T&H) small and medium enterprises (SMEs), by employing the behavioral reasoning theory (BRT).Design/methodology/approachA survey method was used to collect data from 306 T&H (SMEs) owners and analyze the data through partial least square structural equation modelling (PLS-SEM).FindingsThe study results indicate that reasons significantly affect owners' attitudes and intentions to use DM in T&H (SMEs). The “RF” was as follows: perceived ease of use (PEU), perceived usefulness (PU), and trust in DM professionals” and the “RA” technological anxiety, usage barriers (UB), and perceived complexity (PC) effect on owners’ attitudes and intentions to use DM. Also, it indicates that openness to change value significantly affects the “RF” insignificant with “RA” and attitude.Practical implicationsThe findings of this study emphasize that if owners/managers, governments, and policymakers overcome the “RA” that discourages and raises the knowledge about the “RF” in the adoption of DM, then the usage intention of DM strategies can rise in T&H (SMEs).Originality/valueThis study is the first to investigate the reasons (for and against) the owner’s attitude and intention to use DM in T&H (SMEs) by utilizing behavioral reasoning theory (BRT), technology acceptance model (TAM), and innovation resistance theory (IRT).

Does environmental finance matter for sustainability? The role of financial innovation and Fintech

This study examines the role of environmental finance (ENF) in enhancing sustainability performance (SP) within the banking sector, emphasizing financial innovation (FINV) and financial technology (FinTech). It specifically investigates how ENF supports FINV, which subsequently affects SP, and whether the adoption of FinTech moderates these relationships. Based on a survey of 272 bank employees, this study uses partial least squares structural equation modeling (PLS-SEM) to analyze data. The results indicate that ENF positively impacts both SP and FINV, with FINV serving as a partial mediator between ENF and SP. However, the expected moderating role of FinTech adoption was not confirmed, indicating that the current level of FinTech integration in Saudi Arabian banks may not significantly influence the ENF-SP relationship. Thus, this study provides a deeper understanding of the interactions between ENF, FINV, and SP while also underscoring the necessity for further investigation into contextual factors that influence FinTech’s role in sustainability. Therefore, policymakers should create and reinforce regulatory frameworks that encourage ENF and FINV in the banking sector while also promoting the integration of FinTech with ENF initiatives, which could enhance its positive impact over time.

THE IMPACT OF HUMAN RESOURCE MANAGEMENT PRACTICES ON EMPLOYEE PERFORMANCE IN THE CADRE TRAINING AND CONFERENCE CENTER (HOTEL) IN XICHENG DISTRICT, BEIJING

Purpose – The purpose of this study is to examine the impact of human resource management practices on employee performance at the Cadre Training and Conference Center (Hotel) in Xicheng District, Beijing. The unique challenges of HRM in the hospitality sector within a government-operated facility, which operates under different structural and operational constraints compared to private sector hotels.Methodology – This study involves surveying 180 employees at the Cadre Training and Conference Center in Beijing, selected through stratified random sampling. A questionnaire was used to gather data on human resource management practices and employee performance, covering three main sections: respondent information, HRM practices, and performance metrics. Data analysis includes descriptive statistics for initial data review and inferential statistics using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypotheses, with a significance level set at 0.05.Results – human resource management practices, particularly in the areas of recruitment and selection, reward system, career management and performance appraisal, have a statistically significant influence on employee performance at Cadre Training and Conference Center (Hotel) in Xicheng District, Beijing, with a predictive power of 83.3%.Implications – The study suggests key implications for enhancing employee performance. Companies should improve performance appraisal systems to ensure fairness, transparency, and alignment with organizational goals. Recruitment processes should be thorough and transparent, attracting the right talent and supporting employee integration. A fair and well-communicated reward system is essential for maintaining motivation, and companies should offer additional benefits to meet employee needs. Lastly, clear career management strategies should be implemented to support employee growth, with regular monitoring to align career development with organizational goals.Originality/Value – This study offers new insights into how specific HRM practices—recruitment, reward systems, career management, and performance appraisals—significantly impact employee performance in the hospitality sector. It provides practical recommendations for improving HR strategies, making it valuable for HR professionals and managers in similar settings.

Promoting sustainable performance of smallholder oil palm farmers: an analysis of key determinants and strategic priorities

PurposeThis study investigates the factors affecting the performance of smallholder oil palm farmers in Indonesia, with an emphasis on sustainable productivity.Design/methodology/approachThe study involved interviews with regulators, practitioners and experienced farmers in Riau, West Kalimantan, Central Kalimantan and the Bangka Belitung Islands, Indonesia. A confirmatory and explanatory approach was used to explore the relationships among farmer competency, social capital, institutional support, sustainable productivity and overall performance. Data from 757 farmers were analyzed using partial least squares structural equation modeling (PLS-SEM), while the analytical network process (ANP) method identified strategic priorities.FindingsThe results indicate that the sustainability of oil palm farming was low. Social capital, institutional support and sustainable productivity are the key performance factors. Sustainable productivity mediates these relationships. Farmers’ competence indirectly affects performance through sustainable productivity, social capital and institutions. Institutional support needs to be improved.Research limitations/implicationsThis study suggests expanding sustainability indicators by following the latest standards of RSPO principles and criteria, simplifying language for better farmer understanding and assessing sustainability before and after policy implementation.Practical implicationsThe proposed policy framework emphasizes social capital, institutional support and sustainable productivity to improve sustainability and effectiveness.Social implicationsThis study highlights the critical role of social capital, institutional support and sustainable productivity in enhancing Indonesian palm oil farmers’ sustainability and performance.Originality/valueThis unique integrated approach combining PLS-SEM and ANP methodologies provides a comprehensive understanding of the factors affecting smallholder performance and data-driven strategic priorities for policy interventions.

Exploring the Influence of Employee Personality on Incivility and Innovative Deviance Among Frontline Hotel Employees: The Mediating Role of Perceived Stress

This study looked at the complex interactions between agreeableness as a personality trait and five deviant workplace behaviours (including experienced incivility and innovative deviant behaviour) and the role of perceived stress as a mediating mechanism in front-of-house hotel workers. The study adopted a convenience sampling approach to improve access to frontline employees in the hotel sector in Turkey; a total of 500 questionnaires were collected, and 360 were usable. A partial least square structural equation modelling (PLS-SEM) was used to test the conceptual model and hypothesised associations. The findings show that agreeableness has a negative association with perceived stress and experienced incivility but is positively correlated with innovative deviant behaviour. In contrast, perceived stress is negatively correlated with innovative deviant behaviour but positively associated with experienced incivility. We also found that perceived stress serves as a mediating mechanism in this relationship. According to the findings, the personalities of employees and how they perceive stress could shape how it impacts workplace deviance, depending on whether it is constructive or destructive. The study’s findings have significance for managerial policies aimed at building a collaborative and innovative workplace and understanding how personality traits and perceived stress impact broader workplace deviance.

Influence of Green Marketing Strategy and Brand Image on Purchase Decision with Mediation of Purchase Intention (Case Study on Healthy Food Products Matoh Cassava Chips in Bojonegoro Regency)

This study aims to describe the application and influence of Green marketing strategy and Brand image on purchase decision through purchase intention and the right strategy for marketing Matoh Cassava Chips. The method used is quantitative with a sample of 80 consumers of Matoh Cassava Chips in Bojonegoro Regency, the sample is determined by accidental sampling, data obtained using a questionnaire. The data analysis technique in this study uses descriptive analysis and Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis to test the hypothesis and determine the influence between variables. The results of the analysis show that the implementation of green marketing strategies and overall brand image has a high category, there is a significant influence of exogenous variables on purchasing decisions, purchase intention significantly mediates the influence of both on purchasing decisions, and makes marketing strategies that combine these two factors an effective approach in influencing consumer behaviour. So from these results it can be concluded that Green marketing strategy and Brand image have a significant effect on purchase decisions, as well as purchase intention which is able to significantly mediate this influence.

How AI competencies can make B2B marketing smarter: strategies to boost customer lifetime value

There has been a rapid rise in utilization of artificial intelligence (AI) in many different sectors in the last several years. However, business-to-business (B2B) marketing is one of the more notable examples. The initial assessments emphasize the significant advantages of AI in B2B marketing, including its knack for yielding unique understandings into consumer behaviors, recognizing crucial market trends, and improving operational efficiency. However, there seems to be a limited grasp of the optimal way to develop artificial intelligence competencies (AIC) for B2B marketing and how these attributes inevitably affect customer lifetime value (CLV). Equipped with AIC and B2B marketing literary fiction, this research unveils a theoretical research framework for evaluating the repercussions of AIC on B2B marketing capabilities and, subsequently, on CLV. We analyze the suggested research model using partial least squares structural equation modeling (PLS-SEM), leveraging 367 survey replies from Pakistani companies. The outcomes show a significant relationship that describe the ability to leverage AIC to enhance CLV, and also signifies the mediating role of B2B marketing capabilities to enhance CLV by integrating AIC in internet marketing. The findings of this study provide practical implications for marketers to monetize their marketing skills to enhance CLV and researchers with theoretical underpinnings of integration of AIC into marketing.

Impact of Petty Tyranny on Employee Turnover Intentions: The Mediating Roles of Toxic Workplace Environment and Emotional Exhaustion in Academia

Based on social exchange theory, social psychology theories, and despotic leadership theory, this study explored the impact of petty tyranny on employee turnover intentions. Specifically, the authors examined the mediating effect of toxic workplace environments through emotional exhaustion on this relationship among academicians. The authors surveyed 421 employees using a five-point Likert scale across six universities in Lahore, Pakistan and employed a time-lag research design. Partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) analyses, including performance comparisons of various algorithms, were used to test the relationships among the variables. The analysis results of the study suggested that petty tyranny does not significantly and directly contribute to employee turnover intentions; however, this relationship is positively and significantly mediated by toxic workplace environments and emotional exhaustion. The results indicated that toxic workplace environments and emotional exhaustion also have a direct effect on employee turnover intentions. A serial full mediation was found between petty tyranny and turnover intentions, mediated through a toxic workplace environment and emotional exhaustion. Similarly, results from the performance comparison of various algorithms reveal trade-offs between precision, recall, and processing time, with ZeroR and Stacking REP Tree emerging as the most effective in terms of overall model accuracy. This study contributes to the literature by examining petty tyranny, workplace environment, and emotional exhaustion, highlighting the need to address tyrannical behavior to improve employee retention in academic organizations. Our study offers valuable practical implications, emphasizing addressing these issues to reduce turnover in academic organizations. Our study also provides recommendations for future research directions.

Green entrepreneurial intentions in Saudi youth: cultural insights and implications

This study investigates green entrepreneurial intentions (GEI) and behaviors among Saudi Arabian youth, examining the influence of contextual factors such as entrepreneurial education, university environmental support, and entrepreneurial motivation. Using the Theory of Planned Behavior (TPB) as a foundational framework, this research contributes novel insights by contextualizing GEI within Saudi Arabia’s unique socio-cultural landscape and Vision 2030, a national initiative focused on economic diversification and sustainability. Data were collected from a sample of 441 university students and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Key theoretical contributions of this study include expanding TPB by integrating environmental and motivational factors specific to Saudi youth, thereby offering a nuanced understanding of how cultural and institutional contexts shape green entrepreneurial intentions. Practically, the findings underscore the importance of embedding sustainability-focused entrepreneurship into educational curricula and suggest policy strategies to foster green entrepreneurship. This study offers critical insights for educators, policymakers, and entrepreneurs aiming to align Saudi Arabia’s youth entrepreneurship initiatives with sustainable development goals, reinforcing the role of young entrepreneurs as drivers of a sustainable future.

Construction 4.0: enhancing sustainable construction practices by evaluating digital twin barriers in the Nigerian AEC industry

PurposeThe architecture, engineering and construction (AEC) industry is currently undergoing a paradigm shift as it integrates innovations such as digital twins (DT) in its activities. As a result, this study aims to ascertain the barriers affecting the implementation of digital twin (DT) technology in Nigeria’s AEC sector.Design/methodology/approachThe study employed a quantitative approach using a questionnaire distributed via Google Forms, yielding 120 valid responses from built environment professionals in Nigeria. The data were subjected to statistical tests such as the Kolmogorov–Smirnov test, Cronbach’s alpha, descriptive statistics and the Kruskal–Wallis test. Hypotheses were validated through partial least squares structural equation modelling (PLS-SEM).FindingsThe study revealed that out of the 43 identified barriers, inadequate system integration, challenges in guaranteeing interoperability, university education on the subject is deficient, and new system compatibility with legacy systems are the main barriers to implementing DT for sustainable construction practices in the AEC Industry of Nigeria.Research limitations/implicationsThe study was conducted in Nigeria with a focus on the Federal Capital Territory. The study identified the barriers of DT in the construction sector.Practical implicationsThis study developed and assessed a theoretical framework, examining the relationships between variables. The findings have important implications for the construction industry, offering opportunities to improve construction processes. Furthermore, the study will help improve sustainable practices within the built environment.Originality/valueThe study categorised the barriers of DT into the following: system integration; security-related; performance-related; organizational-related; data quality issues and environmental related issues.

Influence of ESG among Jordanian fintech businesses: the moderating role of sustainable finance technology

This study investigates how environmental, social, and governance (ESG) factors affect the financial performance of fintech companies in Jordan, with a focus on sustainable fintech practices. The study employed a survey methodology, distributing questionnaires to employees in the Jordanian fintech sector to gather primary data. The data were analyzed using partial least squares structural equation modeling (PLS-SEM), ensuring methodological rigor through a robust sample size. The findings reveal that ESG factors have a significant positive impact on fintech performance, which is further enhanced by the adoption of sustainable practices. This underscores the critical role of sustainability in fintech operations and provides actionable insights for industry professionals and policymakers aiming to promote responsible growth. The study contributes to the literature by advancing understanding of ESG integration within fintech and laying the groundwork for future research. It highlights the importance of sustainable practices in enhancing financial performance and provides a foundation for exploring how these practices influence fintech operations. Future research should consider the evolving regulatory environment and its impact on ESG integration in fintech. Longitudinal studies could investigate the sustainability-performance relationship over time, revealing trends and obstacles as fintech firms expand. Additionally, comparative studies across different regions or sectors could offer insights into how various factors shape ESG adoption and its effects on financial outcomes. These future directions will improve our understanding of sustainable fintech and support the global development of responsible financial innovations.

The nexus between cyberloafing and employee well-being: role of creativity in the Nigerian service sector

In the modern service sector, cyberloafing engaging in non-work-related internet activities during work hours has become increasingly prevalent. Although traditional research has often highlighted its negative impact, emerging studies have suggested potential benefits. This study explored the dual nature of cyberloafing, particularly its influence on employee creativity and well-being, with creativity as the mediating factor. Based on the Job Demands-Resources (JD-R) model and Conservation of Resources (COR) theory, we developed a conceptual framework to investigate these relationships. A cross-sectional survey of 379 employees across four service industries in Nigeria was conducted, and the data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) via SmartPLS 4.1. Comparative analysis of the original and alternative models revealed that specific cyberloafing behaviors are positively associated with enhanced creativity, which in turn contributes to improved employee well-being. However, the alternative model suggests that well-being may lead to increased creativity with the potential to result in cyberloafing. This highlights the need for balanced organizational policies. These findings challenge the traditional view of cyberloafing, as they suggest that, under certain conditions, it may foster innovation and improve morale. This study provides significant theoretical insights and practical implications, advocating a nuanced approach to cyberloafing within organizational policies and cultures.

Business Intelligence and Strategic Entrepreneurship for Sustainable Development Goals (SDGS) Through: (Green Technology Innovation and Green Knowledge Management)

Abstract The study aimed to investigate the effect of business intelligence on strategic entrepreneurship and the mediating role of green technology innovation and the moderate role of green knowledge management for sustainable development goals (SDGs) in the Jordanian entrepreneurial companies in King Hussein Business Park (KHBP). It was used the descriptive analytical approach, for data collection purposes the researcher uses a “random sample” consisting of (347) employees. The method of data collection was by a questionnaire distributed to the sample. The total returned questionnaires were (318) with a good response rate of approximately (79.5%). In this research, was used partial least squares structural equation modelling (PLS-SEM). The findings indicated there is: a positive and direct impact of business intelligence on (strategic entrepreneurship, and green technology innovation), a positive and impact of the green technology innovation on strategic entrepreneurship, and the green technology innovation mediate a positive effect between business intelligence, and strategic entrepreneurship and the green knowledge management moderates the impact of business intelligence on strategic entrepreneurship. The study findings emphasize the need to improve Business Intelligence to promote sustainability by incorporating environmental criteria into data analytics, allowing companies to make environmentally friendly decisions, urges companies to integrate Green Technology Innovation into their strategic plans by collaborating with technology providers and research organizations. The research also emphasizes the need for government initiatives that encourage the use of green technology innovation and green knowledge management..

Sustainability or instant gratification? A study on Chinese perspectives of ‘pay-as-you-use’ smart energy meters in budget hotels

In response to the growing demand for sustainable practices in the hospitality industry, many hotels have concentrated on operational measures to reduce energy consumption. However, the potential for promoting voluntary customer-initiated energy-saving behaviors has been largely overlooked. This study fills that gap by investigating how environmental values (egoistic, altruistic, and biospheric) among Chinese consumers shape their attitudes, personal norms, and behavioral intentions to book budget hotels equipped with ‘pay-as-you-use’ smart energy meters (SMEMs). Unlike previous research, which primarily focuses on consumers’ willingness to pay a premium for green hotels, this study emphasizes cost-saving, pro-environmental behaviors—particularly relevant for cost-conscious travelers. The central challenge lies in understanding how financial incentives and real-time energy usage feedback can effectively drive sustainable behavior in transient hotel settings. The study also examines the moderating role of instant gratification in these relationships. This study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS and multiple-group analysis (MGA) on data collected from 929 Chinese participants. The findings reveal that environmental values significantly influence attitudes, personal norms, and intentions to book hotels with SMEMs. Moreover, the relationship between environmental values and behavioral intentions is moderated by the level of instant gratification, underscoring the importance of immediate rewards in promoting sustainable consumer behavior. This study contributes to the literature by extending the Values-Attitude-Behavior theory and also provides practical insights for hotel managers seeking to align sustainability goals with consumers’ preferences for cost savings and instant gratification.

The Role of Training in Big Data Analytics Adoption: An Empirical Study of Auditors Using the Technology Acceptance Model

This study investigates the impact of training on auditors' intention to adopt Big Data Analytics (BDA) in auditing processes, using the Technology Acceptance Model (TAM) as a theoretical framework. This study seeks to fill the gap in research on the impact of training in the adoption of BDA in audit procedures. While most existing studies have concentrated on the general benefits and challenges of BDA in auditing and other business sectors, they have largely overlooked the specific influence of training as an external factor on the use of BDA in auditing processes. Moreover, there is a significant research gap concerning the application of BDA in developing countries, including Palestine. A census survey of 94 auditors from Big Four accounting firms in Palestine was conducted, with an 86% response rate. Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis revealed that training positively influences perceived usefulness (β = 0.658, p < 0.001) and perceived ease of use (β = 0.616, p < 0.001) of BDA tools. Perceived usefulness significantly affects behavioral intention to adopt BDA (β = 0.532, p < 0.001), while perceived ease of use does not. Behavioral intention positively impacts actual use of BDA tools (β = 0.481, p < 0.001). Based on these findings, audit firms should focus on strategies to translate positive intentions into actual usage. This can be accomplished through ongoing support and resources, such as regular training programs and showcasing success stories that highlight the practical advantages of BDA tools. By fostering an environment that actively supports and encourages the use of BDA, audit firms can ensure that their auditors not only intend to use these tools but also integrate them into their daily auditing practices. This paper contributes to understanding BDA adoption in auditing, particularly in developing countries, and provide insights for audit firms in designing effective training programs to enhance BDA adoption.

Effects of Cultural Factors at the Individual Level on Online Privacy Among Vietnamese University Students: An Empirical Study Using a PLS-SEM Approach

The research investigates how Hofstede’s cultural dimensions at the individual level influence online privacy among Vietnamese university students. The previous research findings, APCO model, Hofstede’s theory of cultural dimensions and the protection motivation theory were adopted to conduct the study hypotheses. Data from a sample of 386 students at a private university in Hanoi was analysed with the Partial Least Squares-Structural Equation Modeling (PLS-SEM). Findings show that collectivism, long-term orientation and uncertainty avoidance had a positive impact on privacy concern but they did not directly influence privacy behavior. Instead, they could affect privacy behavior through privacy concern. Masculinity had no significant impact on both privacy concern and privacy behavior. Power distance positively influenced privacy behavior, but it did not have any effects on privacy concern. Regarding the relationship between privacy concern and privacy behavior, the findings suggest a potential two-way connection between privacy concern and behavior, requiring longitudinal research to examine it thoroughly.

Analysis of Factors Affecting Adoption Fintech Sharia: Literacy Perspective, Interests, Risk Management, and Sharia Compliance (Case Study on High School, Vocational School and Cileungsi Students)

This study aims to analyze the influence of literacy, interest, risk management, and Sharia compliance on the adoption of Sharia fintech, with a case study of high school, vocational school, and university students in East Bogor. The research sample consists of 100 respondents, and the data analysis technique used is Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that literacy has a significant influence on the adoption of Sharia fintech, with a P- value of 0.007 (less than 0.05) and a T-statistics of 2.693. This indicates that a good understanding of Sharia fintech increases the likelihood of adoption. Additionally, interest was found to have a highly significant influence on the adoption of Sharia fintech, with a P-value of 0.000 and a T-statistics of 3.594. This confirms that individuals' desire and interest in Sharia fintech services play a crucial role in driving adoption. Risk management also proved to have a statistically significant relationship with the adoption of Sharia fintech, with a P-value of 0.011 and a T- statistics of 2.557. This suggests that the ability to manage and understand the risks associated with Sharia fintech affects the decision to adopt such services. However, the study results indicate that Sharia compliance does not have a statistically significant relationship with the adoption of Sharia fintech, with a P-value of 0.221 (greater than 0.05) and a T-statistics of 1.227. This means that in this study, adherence to Sharia principles does not significantly influence the decision of individuals or institutions to adopt Sharia fintech.

The effects of absorptive capacity on competitive intelligence in a turbulent market

ABSTRACT The business environment of small and medium-sized enterprises’ (SMEs) is becoming increasingly unstable and unpredictable because of fierce competition and a turbulent marketplace. This study examines the role of absorptive capacity as an antecedent of competitive intelligence and assesses the moderating effects of market turbulence and competitive intensity in this relationship. Data were collected from 140 manufacturing firms in Quebec and analysed by using partial least squares structural equation modelling (PLS-SEM). The results reveal that absorptive capacity positively influences competitive intelligence; moreover, market turbulence and competitive intensity are conditional factors that affect competitive intelligence activity. Directions for future research and managerial implications are further discussed.

Examining Perceived Privacy, Perceived Security and Technology Anxiety into UMEGA in Improving Adoption Behavior of E-Government Services: An Evidence from Pakistan

This study examines the relationship of perceived privacy, perceived security, technology anxiety, effort expectancy, and performance expectancy with citizens’ adoption behavior directly and through trust and attitude. This study integrated perceived privacy, perceived security, and technology anxiety into the UMEGA framework. Data were collected from 759 citizens in Pakistan and analyzed through partial least square structural equation modeling (PLS-SEM) using SmartPLS 4.0 software. The results demonstrate that perceived privacy, perceived security, technology anxiety, effort expectancy, and performance expectancy positively impact citizens’ adoption behavior directly and through attitude and trust. This study implies that the policymakers and the relevant authorities of the Pakistani government should improve citizens’ trust by addressing their privacy and security concerns. By enhancing privacy and security, citizens’ participation in e-government services can be increased through their positive attitude and trust in these platforms. Moreover, this research suggests making simple video tutorials explaining how people of Pakistan can use e-government services to decrease technology anxiety among the public.