Perceived Ease Of Use Research Articles

Factors determining the adoption of mobile banking in Ethiopian Islamic banks: extension of technology acceptance model (TAM)

Purpose This study aims to assess the factors determining the adoption of Islamic mobile banking (M-banking) in Ethiopia. Design/methodology/approach The study area covers the city of Dire Dawa, Harar and Jigjiga, where the Muslim community dominates. A sample of 378 out of 400 respondents who are currently customers of different Islamic banks provide their opinion on questions developed in a Five-point Likert scale indicator. The collected data were analyzed by the least square method and with the help of SPSS version 25. Findings The result of the study revealed that the perceived ease of use (PEOU), perceived usefulness (PU), perceived advantage and trust have a positive significant impact on the adoption of Islamic M-banking. Perceived risk was found to have an insignificant impact on the adoption of Islamic mobile banking in Ethiopia. Research limitations/implications Future researchers in the realm of Islamic mobile banking can expand their investigations in several key areas. Longitudinal and cross-cultural studies could be undertaken to explore how those factors affect over time and in different cultural settings. Practical implications As a policy implication, the study recommends that banks should develop transparent communication and implement robust security measures, emphasize practical benefits, invest in user-friendly interfaces and highlight the relative advantage they provide over others. Originality/value To the best of the authors’ knowledge, this research is considered as the first attempt to examine factors that determine Ethiopian Islamic banking customers to adopt Islamic M-banking services, which was not considered in previous studies.

The Influence of Information and Communication Technology (ICT) in Supporting Front Office Operational Activities at SSU, Bali

This study aims to determine the influence of Information and Communication Technology (ICT) in supporting front office operational activities at Six Senses Uluwatu, Bali. This study uses quantitative and qualitative descriptive methods. Data were collected through questionnaires distributed to 24 front office employees with 22 statement indicators based on the Technology Acceptance Model (TAM) concept. The results showed that the majority of respondents strongly agreed with the ease of use of ICT (perceive ease of use), then the majority of employees strongly agreed with the usefulness of ICT (perceive of usefulness), and strongly agreed with the acceptance of technology (acceptance of IT) with the highest average value of 4.29. However, there are several obstacles faced in the use of software and hardware; such as frequent system errors, limited tools and devices that make it uncomfortable. This study concludes that the existence of ICT has a very important influence in supporting front office operational activities because it affects the quality of service provided to guests. Therefore, it is necessary to carry out maintenance and renewal of ICT devices periodically to overcome the obstacles that arise.

Adoption of SPACE-learning management system in education era 4.0: an extended technology acceptance model with self-efficacy

The COVID-19 pandemic has caused constraints on education that takes place face-to-face; thus, the learning process has been conducted online. With this emergence, an application-based learning tool called a Learning Management System (LMS) was created to cater to the requirements of distant students. Therefore, this study explores how SPACE-LMS is used in the Teacher Professional Education Program (TPEP) and how it interacts with the Technology Acceptance Model (TAM) and self-efficacy. This study collected data from TPEP participants in the province of West Sumatra-Indonesia from the 2022 cohort, and 245 individuals actively participated. As the quantitative method, Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis with SmartPLS software was used to test and predict the conceptual model. The empirical findings demonstrate that the readiness of adopting SPACE influences perceived ease of use (PEU) and perceived usefulness (PU). Self-efficacy (SE) influences PEU and intention to use (ITU); PEU influences PU; PEU influences attitudes toward users (ATT); and PU influences ATT. Interestingly, PU had no impact on the ITU. The desire of TPEP students to use the SPACE-LMS is also influenced by their sense of self-efficacy. Thus, this study has both theoretical and practical implications.

Thirty-Five Years of the Technology Acceptance Model: Insights From Meta-Analytic Structural Equation Modelling

This study uses one-step meta-analytic structuralequation modelling to delve into the technologyacceptance model’s (TAM) application withineducation, assessing perceived usefulness, easeof use, intentions to use, and actual technologyuse. It synthesises previous findings to validate theTAM's effectiveness and uncover the model’spredictive power in educational settings. Significantinsights include the direct influence of perceivedease of use on actual technology use, bypassingintentions—a novel finding contrasting with theTAM’s traditional formulation. The researchconfirms the TAM’s enduring relevance, offeringvaluable guidance for educational technologyintegration.

Digital payment systems in an emerging economy

This study investigates the factors influencing the adoption of digital payment systems in Cambodia, employing a quantitative approach with 359 Cambodian participants. The research integrates concepts from the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to explore the relationships between perceived ease of use (PEU), perceived usefulness, public attitudes, perceived behavioral control, financial literacy, and the adoption of digital payment systems. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study identifies a significant positive relationship between PEU and attitudes toward digital payment systems, corroborating the TAM's assertion that ease of use is a crucial determinant in technology acceptance. The findings also highlight the critical role of perceived usefulness, extending its implications to include convenience, security, and transactional efficiency. The study underscores the influence of public attitudes and perceived behavioral control on adopting digital payment systems, particularly in an emerging economy. In addition, it reveals the impact of financial literacy, not only as a determinant of adoption but also as a mediator in the relationship between public attitudes and adoption. Behavioral nudges are also identified as significant influences in this context. The research contributes to understanding digital payment adoption in emerging markets. It provides digital financial technology insights for practitioners, policymakers, and educators.

Influence of region, experience, and subjective norm on the use of e-learning: Lesson from the insurance industry in Indonesia

The effectiveness and efficiency of e-learning system in industry significantly depend on users’ acceptance and adoption. This is specifically determined by external and internal factors represented by subjective norms (SN) and experience (XP), both believed to affect users’ perceived usefulness (PU) and perceived ease of use (PEOU). Users’ acceptance of e-learning system is influenced by the immensity of region, often hampered by inadequate infrastructure support. Therefore, this study aimed to investigate behavioral intention to use e-learning in the Indonesian insurance industry by applying Technology Acceptance Model (TAM). To achieve this objective, Jabotabek and Non-Jabotabek regions were used as moderating variables in all related hypotheses. An online survey was conducted to obtain data from 800 respondents who were Indonesian insurance industry employees. Subsequently, Structural Equation Model (SEM) was used to evaluate the hypotheses, and Multi-Group Analysis (MGA) to examine the role of region. The results showed that out of the seven hypotheses tested, only one was rejected. Furthermore, XP had no significant effect on PU, and the most significant correlation was found between PEOU and PU. In each relationship path model, the role of region (Jabodetabek and Non Jabodetabek) had no significant differences. These results were expected to provide valuable insights into the components of e-learning acceptability for the development of a user-friendly system in the insurance industry.

Financial Innovation and Crowdfunding: Influencing Investment Decisions in Tech Startups

This study investigates the financial behavior of Thai investors in equity crowdfunding (ECF), focusing on the factors that influence their investment intentions. Drawing upon the Information System Success Model (ISSM), the Theory of Diffusion of Innovations, and the Technology Acceptance Model 3 (TAM3), the research examines the platform quality (PQ), platform characteristics (PC), and social influence (SI) as independent variables, with the perceived usefulness (PU) and perceived ease of use (PEOU) acting as mediators. Data were gathered from 275 Thai investors and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that the PU significantly influences investment decisions both directly and indirectly through the PEOU, which also directly affects investment intention. Furthermore, SI, PC, and PQ have indirect effects on investment decisions via the PU and PEOU, with SI being the most influential factor. This study provides valuable insights into optimizing ECF platform design, fostering investor trust, and enhancing regulatory frameworks to facilitate financial inclusion and innovation in the Thai crowdfunding landscape.

Determinants of ChatGPT adoption among students in higher education: the moderating effect of trust

Purpose ChatGPT is a cutting-edge chatbot powered by artificial intelligence that could revolutionise and advance the teaching and learning process. Drawing on the technology acceptance model (TAM) and information system (IS) success model, this study aims to investigate determinants of students’ intention to use ChatGPT for education purposes. Design/methodology/approach The partial least squares technique was used to analyse 406 usable data collected from university students in Malaysia. Findings The results confirmed the relationships between perceived usefulness (PU), perceived ease of use (PEU), attitude and intention to use proposed by TAM. PU and PEU are influenced by system quality. Surprisingly, trust in information moderates negatively the influences of PEU and PU on attitude. Practical implications The findings provide insight for higher education institutions, unit instructors and ChatGPT developers on what may promote the use of ChatGPT in higher education. Originality/value The study contributes to the literature by exploring the determinants of ChatGPT adoption, extending the TAM model by incorporating IS success factors and assessing the moderating effect of trust in information.

Students’ and faculty continuous intention to use gamification in higher education: A structural analysis

Over the past decade, the integration of technology, particularly gamification, has initiated a substantial transformation within the field of education. However, educators frequently confront the challenge of identifying suitable competitive game-based learning platforms amidst the growing emphasis on cultivating creativity within the classroom and effectively integrating technology into pedagogical practices. The current study examines students and faculty continuous intention to use gamification in higher education. The data was collected through an online survey with a sample size of 763 Pakistani respondents from various universities around Pakistan. The structural equation modeling was used to analyze the data and to investigate how continuous intention to use gamification is influenced by, extended TAM model with inclusion of variables such as task technology fit, social influence, social recognition and hedonic motivation. The results have shown that task technology has no significant influence on perceived usefulness (PU) where as it has a significant influence on perceived ease of use (PEOU). Social influence (SI) indicates no significant influence on perceived ease of use. Social recognition (SR) indicates positive influence on perceived usefulness, perceived ease of use, and continuous intention. The dimensional analysis indicated that perceived ease of use has insignificant influence on perceived usefulness. Both PEOU and PU exhibit positive influence on attitude. Hedonic motivation (HM) and attitude were observed to have a positive influence on continuous intention (CI). Moreover, gamification is found to efficiently and effectively achieve meaningful goals by tapping intrinsic motivation of the users through engaging them in playful experiences.

Integrating Sustainable Educational Innovations and Spatial Cognition: A Study of Factors Affecting College Students’ Sustainable Learning Behavior in Virtual Simulation Environments

Objective: This study investigated the factors influencing college students’ continuous utilization intention of virtual simulation software (Animation Character Virtual Simulation Software V1.0) in the context of current efforts to promote sustainable educational practices and explored design strategies to enhance this willingness in a sustainable manner. Method: Based on the Expectation Confirmation Model of Information System Continuance (ECM-ISC), this study developed a model to examine the impact of college students’ spatial ability (SA) on their virtual simulation learning behavior. Upon administering a questionnaire to the selected participants (N = 164), the survey data were analyzed for reliability and validity. Subsequently, the relationships among the model’s variables were explored. Result: For college students majoring in Digital Media Art, spatial ability significantly positively affects their sustainable utilization intention of virtual simulation software within 3D virtual scenarios. Meanwhile, it positively impacts perceived ease of use (PEU) and flow experience (FE), which are key factors in promoting the sustainable adoption of such technologies. The introduced spatial ability, perceived ease of use, and flow experience influence the endogeneity of the ECM-ISC. Moreover, gender differences in spatial ability are profound among these students. Conclusion: The primary influencing pathway is spatial ability → flow experience → expectation confirmation → perceived usefulness → continuous utilization intention. Enhancing spatial ability is one effective way to advance virtual simulation software, offering new insights for its design and long-term improvement in alignment with sustainable educational practices.

Sustainable Adoption of E-Learning in Romanian Universities after the COVID-19 Outbreak

The COVID-19 pandemic disrupted economic processes and various facets of daily life, including education, necessitating adjustments to help society adapt to the temporary status quo, with Romanian educational institutions being profoundly affected, and a full transition to online learning was mandated by central authorities in March 2020. The paper’s scope is to assess the sustainability of e-learning in Romanian higher education in the aftermath of the COVID-19 outbreak. The study was conducted on bachelor students from three Romanian universities through an online questionnaire with a sample size of 505 valid responses. This study aims to investigate the relationships between information quality (IQ), system quality (SQ), service quality (SEQ), and quality of life (QL) within an integrated model, based on the variables of the technology acceptance model (TAM) and performance models of information systems (IS). Specifically, the research explores how these factors, along with the mediating roles of perceived usefulness (PU) and perceived ease of use (PEOU), influence students’ behavioral intention to adopt e-learning systems (BISE) and actual use of them (EUOES) as a sustainable solution for post-pandemic COVID-19 education. Partial least squares structural equation modeling (PLS–SEM) was the selected method for data analysis performed with SmartPLS 4.0 software. The research results demonstrated that PU and PEOU showed a positive correlation relationship and were significantly influenced by IQ, SQ, and QL in the educational setting. The study also revealed that PEOU and PU exerted a positive influence on students’ behavioral intention to adopt e-learning systems (BISE) sustainably and on their actual use (EUOES). This study benefits universities and higher education institutions by providing insights into enhancing e-learning platforms and integrating technology effectively, as well as by supporting the formulation of sustainable online learning strategies beyond the COVID-19 pandemic.

Examining Students’ Motivation to Continue Using AI-Chatbot for Academic Assignment

This study focuses on the motivations of engaged Indonesian university students who frequently utilize the AI-chatbot to assist them with their academic work. This research modifies Post-Acceptance of Information System Continue model with the ECT (Expectation Confirmation Theory) and TAM (Technology Acceptance Model) to explore constructs to determine what motivates students to continue using the emerging AI-chatbot, namely BING. The findings revealed a positive and substantial correlation between Perceived Information Quality (PEIQ), Confirmation (CON), Perceived Usefulness (PEU), Perceived Enjoyment (PEE), Satisfaction (SAT), and Continue Intention (COI). Confirmation (CON) has a significant impact on how usefulness and enjoyment BING is perceived, which influences Satisfaction and the decision to continue using BING. Confirmation (CON) and Perceived Ease of Use (PEEOU) have no clear correlation with Satisfaction (SAT). Some contributions are discussed in this study, both theoretically and practically.

Modelling the Predictors of Social Media Marketing on Consumer Buying Behavior in Malaysia

Despite the rapid increase in internet and mobile users in Malaysia, the growth of online purchases through social media platforms has not kept pace with this broader digital trend. This study investigates the key predictors that influence consumer buying behavior through social media marketing, with a specific focus on the roles of Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of these platforms. Employing a quantitative cross-sectional research design, data were collected from 115 respondents in Malaysia who have experience making online purchases via mobile applications. The study also examines variations in consumer experiences based on demographic factors, including age, gender, education level, and geographic region. The findings indicate that both PEOU and PU are significant predictors that shape consumer buying behavior on social media platforms. This research provides valuable insights for marketers seeking to enhance the effectiveness of their social media marketing strategies. By better understanding the factors driving consumer behavior in the Malaysian market, businesses can design more targeted and personalized campaigns for specific consumer segments, ultimately improving their competitive advantage in this digital landscape.

An investigation into factors influencing consumer buying behaviour towards online shopping in Ghana

PurposeThe study aims to investigate the factors influencing consumer buying behaviour towards online shopping in Ghana.Design/methodology/approachA web survey was employed to test the concept mode. Perceived ease of use (PEOU), perceived usefulness (PU), perceived hedonic value (PHV) and perceived trust (PT) served as the independent variables, while consumer online buying behaviour (ConOBB) served as the dependent variable. The convenience sampling method was adopted to solicit data from 437 respondents. SPSS 26 and STATA 17 were the analytical tools used for the study. The analysis of the data includes a structural equation model (SEM) to assess the measurement and the influence of PEOU, PU, PHV and PT on ConOBB.FindingsThe study revealed that PEOU (Beta = 0.262), PU (Beta = 0.216), PHV (Beta = 0.354) and PT (Beta = 0.630) all had a positive relationship with ConOBB. The study also established that there are significant relationships between the factors (PEOU, PU, PHV and PT) and ConOBB in Ghana.Research limitations/implicationsThe study focuses on Ghanaian consumers and emphasises mainly online shopping factors, which are PEOU, PU, PHV and PT. E-commerce businesses face fierce competition due to the increased availability of websites and other online platforms. To attract potential customers, companies must streamline processes, ensure user-friendliness and create a user-friendly experience.Originality/valueThe uptake of online shopping in Ghana is relatively slow compared with other countries, particularly in Africa. Online shoppers and service providers in Ghana are keen to sustain the industry. However, there is currently a scarcity of empirical studies in Ghana that focus on specific factors that influence consumer online buying behaviour. This study offers a new model that offers novel insights into the specific factors that aid in consumer online shopping behaviour in Ghana. The measuring instrument, which was found to be reliable and valid, also serves as an added value that this study offers. Both the model and measuring instrument can assist managers offering online shopping opportunities to be able to measure and formulate strategies that would enhance consumer online shopping experiences. By adding perceived hedonic value and trust to the model, this study offers a unique extension of the technology acceptance model. Thus, the findings add to the body of knowledge in the field of online shopping, particularly in the context of Ghana.

Evaluating the Sabah Pay Mobile Application (e-Wallet) using the Technology Acceptance Model

The Sabah Pay e-wallet has been introduced as a digital payment solution in the state of Sabah, Malaysia, as part of a digital transformation initiative. However, there is a lack of comprehensive understanding regarding its user acceptance and the factors influencing it. Specifically, there is a need to investigate whether users perceive Sabah Pay as useful and easy to use. This research problem arises due to the importance of user acceptance in the success and sustainability of the e-wallet. Hence, we used the technology acceptance model (TAM) to analyse the perceived usefulness (PU) and customer satisfaction in using the Sabah Pay mobile application and the relationship between perceived ease of use (PEOU) and customer satisfaction using the Sabah Pay mobile application. The Cronbach's Alpha and composite reliability values are higher than 0.7, and the average variance extracted (AVE) is higher than 0.5, which supports the TAM constructs' convergence validity. The square root of AVE for each construct is higher than the corresponding correlations between constructs, which suggests the discriminant validity of the constructs. We used the Partial least squares structural equation modelling (PLS-SEM) to assess the data from the 173 respondents who reported using the Sabah Pay mobile application. We found that PU did not significantly affect customer satisfaction (CS), with a p-value of 0.207, although the path coefficient is 0.109, thus disproving the null hypothesis (H1). However, we supported the second hypothesis (H2) by observing that PEOU substantially impacted CS, with a p-value of 0.000 and a path coefficient of 0.614. The correlation indices demonstrated a satisfactory relationship between the data and the model. This research adds to the body of knowledge on mobile payment platforms by shedding light on perceived usefulness and ease of use factors that most affect users' happiness with Sabah Pay. The study suggests and identifies extensive research into potential customer satisfaction aspects like safety, trust, and value. This study's findings have real-world applications for practitioners and regulators looking to improve the mobile payment platform user experience and, by extension, boost customer happiness and adoption rates.

Getting to Know ChatGPT: How Business Students Feel, What They Think About Personal Morality, and How Their Academic Outcomes Affect Oman's Higher Education

The present study develops an integrative framework that investigates the relationship between the acceptability of ChatGPT among business students and their attitude, intention to adopt, and performance. This is achieved by examining the moderating role of business students' moral values and religious ethics. Using data collected from 312 university business students in Oman, we show that perceived usefulness (PU), perceived ease of use (PEOU), and perceived convenience (PC) have a positive effect on their attitudes toward ChatGPT. Business students’ attitudes toward ChatGPT have a strong positive influence on their adoption intentions. Notably, university business students’ ChatGPT adoption intentions increased their academic performance. Remarkably, business students' Personal Morality and religion-related ethics trigger them to experience regret or a sense of responsibility for their actions that violate academic integrity or ethical standards in their studies. Establishing explicit ethical standards and procedures for the usage of artificial intelligence (AI) tools such as ChatGPT in educational settings is vital for higher educational institutions (HEIs). This research adds to the theoretical intervention of investigating how personal morality and religion-related ethics interact with AI tools such as ChatGPT, which can add to ethical decision-making theories. The current study has significant implications for theory as well as for practice.

ANALYSING FACTORS INFLUENCING TECHNOLOGY ADOPTION BY UNORGANIZED RETAILERS USING UTAUT 2 FRAMEWORK

The swift progress of technology has greatly altered the worldwide retail environment, but its implementation among loosely organised retailers, especially in developing markets such as India, has not been thoroughly investigated. This paper examines the determinants of technology adoption among unorganised merchants in Kolkata using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) paradigm. The main objective of the study is to examine the influence of Perceived Value (PV) and Perceived Ease of Use (PEU) on the implementation of technology in this industry. The study employed a quantitative empirical approach, gathering data from 698 participants using standardised questionnaires. The data underwent analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM) and the Tukey HSD Post Hoc Test statistical tests. The results demonstrate that both perceived value (PV) and perceived ease of use (PEU) have a substantial impact on the adoption of technology. Specifically, higher-income groups tend to see more value and ease in utilising technology. The findings offer important perspectives for policymakers, technology suppliers, and retail groups to formulate focused approaches that promote the digitisation of unorganised retail, ultimately improving operational effectiveness and competitiveness. The present study enhances the overall comprehension of digital inclusion within the retail sector and its capacity to stimulate economic development.

Customer Acceptance for Self-Service Technologies in Malaysian Fast-Food Restaurants: An Empirical Study

Recently, the fast-food industry has witnessed an increase in adopting self-service technologies (SSTs) intended to offer customers increased convenience and efficiency. This study seeks to find out the factors influencing customer acceptance of SST in fast food restaurants in Melaka, Malaysia, using the Technology Acceptance Model. For that purpose, a structured questionnaire was presented to 350 customers of fast food and this data was analyzed by descriptive and inferential statistics. A test of the hypotheses revealed that perceived ease of use (PEOU) and perceived usefulness (PU) are highly significant predictors of customers' attitudes toward using SSTs (ATU). More specifically, PU indicates stronger effects on acceptance such that customers are more willing to use SSTs when obvious practical benefits would be achieved from them regarding faster services and greater accuracy in placing orders. The findings also indicate that younger, highly educated customers with previous experience with SSTs are more likely to accept this innovation. These insights go a long way in helping the operator of fast food to design a better customer experience using technology-driven solutions. This covers the improvement of user interfaces, the emphasis on the practical benefits of SSTs, and tailoring marketing strategies to diverse customer segments.

Beyond the hype: A TAM-based analysis of blockchain adoption drivers in construction industry

In complementing our existing knowledge of blockchain technology adoption in the construction industry, this research investigated how the Technology Acceptance Model (TAM) applies to adopting blockchain technology among Saudi Arabian Construction companies. This study utilized cross-sectional data collection, causal research design, a quantitative research approach, and a simple random sampling technique to collect data from 248 Saudi Arabian construction companies. Partial least squares structural equation modelling (PLS-SEM) was utilized to analyze the data. The results showed that attitude toward adopting Blockchain (ATT) and perceived ease of use (PEU) are good predictors of behavioural intention to adopt Blockchain. The findings showed that when construction companies perceive the ease of use of Blockchain, they intend to adopt the technology. Attitude toward adopting Blockchain, directly and indirectly, influences behavioural intention to adopt the Technology. However, top management support only directly leads to intention once the companies perceive the usefulness of blockchain technology. This paper complements the existing literature on adopting Blockchain in the Saudi Arabian construction industry. The study provides insight into the influence of top management support, attitude toward adoption, and perceived ease of use in the blockchain adoption process.

Investigating User Acceptance of Mobile Cultural Applications in China: An Expanded Technology Acceptance Model (TAM)

Despite the growing number of cultural applications (apps), they still face challenges in inefficient cultural dissemination, necessitating user acceptance research. In this article, a conceptual cultural app acceptance model is proposed and tested in China (n = 351), using covariance-based structural equation modeling (CB-SEM). The results show that cultural identity (CI) has a significant impact on the perceived usefulness (PU) and the behavioral intention to use the app (BI). Aesthetics (AE) significantly influences CI, PU and perceived ease of use (PEOU) but does not affect BI. Additionally, PU and PEOU have a weak impact on BI. Demographic analysis found significant differences between different genders when examining CI and AE. There are also significant differences in CI, AE, PU, PEOU and BI with or without using experience-based criteria. Our findings can help to understand users’ needs and preferences for mobile cultural apps and to promote digital culture.