Perceived Trust Research Articles

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.

Digitization adoption in developing countries: Investigating the factors affecting intention to use digital currency in Vietnam

In the contemporary landscape characterized by technological advancements and a progressive economic environment, the utilization of currency has undergone a paradigm shift. Despite the growing prevalence of digital currency, its adoption among the Vietnamese population faces several challenges, including limited financial literacy, concerns over security, and resistance to change from traditional cash-based transactions. This research aims to identify these challenges and propose solutions to encourage the widespread use of digital currency in Vietnam. This research adopts a quantitative approach, utilizing Likert scale questionnaires, with a dataset of 330 records. The interrelationships among variables are analyzed using partial least squares structural equation modeling (PLS-SEM). The analysis results substantiate the viability of the research model, confirming the hypotheses. The findings demonstrate a positive relationship and the significance impact of factors such as perceived usefulness (PU), perceived ease of use (PEOU), perceived trust (PT), social influence (SI), openness to innovation (OI), and financial knowledge (FK) to intention to use digital currency (IUDC). Thereby aiming to inform policymakers, industry stakeholders, and the wider community, fostering a deeper understanding of consumer behavior and providing solutions to enhance the adoption of digital currency in the evolving landscape of digital finance.

Towards Sustainable Healthcare: Exploring Factors Influencing Use of Mobile Applications for Medical Escort Services

The aging population is placing pressure on the healthcare system, and the private sector is innovating healthcare through digitalization. Mobile applications for medical escort services (MA-MES) could become a sustainable healthcare tool, assisting adult children in scheduling escorts to accompany their elderly parents to medical appointments. This creates new collaborative methods and service processes for healthcare services. This research applies the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) model to identify the intentions of adult children to use MA-MES for their elderly parents. Data were gathered from 350 individuals in the age group of 20 to 59 years and analyzed using structural equation modeling (SEM). The findings indicated that the performance expectancy (PE), effort expectancy (EE), social influence (SI), price value (PV), and perceived trust (PT) significantly increased behavioral intentions (BI). Perceived risk (PR) mediated the relationship between PT and BI, while age moderated the effects of PT on BI. Cohabitation with elderly parents moderated the effects of SI and PT on BI. This research proposes a unique model to predict the intentions of adult children to use MA-MES for their aging parents. It provides insights enabling managers to carry out continuous innovation in MA-MES.

Assessing individuals’ attitude and behavioural intention to use dietary and fitness mobile applications: evidence from India

PurposeThe purpose of this paper is to identify and examine the determinants of individuals’ attitude (ATT) and behavioural intention (BI) to use dietary and fitness mobile apps in the context of India.Design/methodology/approachThe present study develops a conceptual model by incorporating additional variables such as health consciousness (HC), perceived trust (PT), social influence (SI) and personal innovativeness (PI) into the original technology acceptance model (TAM). These constructs were extracted from existing theories and literature on technology adoption, individuals’ health beliefs and personality traits. The conceptual model has been empirically tested and validated by applying structural equation modelling using STATA version 15. The data was collected from both potential and actual users of dietary and fitness mobile apps through a structured questionnaire, both online and manually. Following a convenience sampling approach, a total of 450 respondents from Delhi national capital region (NCR) were contacted, of which 264 valid responses were considered for final analysis.FindingsThe results revealed that of all the factors predicting individuals’ “attitude” towards the use of dietary and fitness apps, perceived usefulness was found to be the most significant followed by PI and PT. Similarly, behavioural “intention to use” was most strongly determined by an individual’s attitude towards the usage of dietary and fitness apps followed by SI.Practical implicationsFindings of the study offer meaningful insights and implications for academics and practitioners. Mobile app developers and service providers can gain an understanding of the consumer’s behaviour towards adoption of dietary and fitness apps and improve the app’s utility, service quality, interface and features in view of the empirically validated determinants of such behaviour. Furthermore, it is essential for the service providers to undertake promotional efforts to not only create awareness of the availability of such apps but also at the same time educate people on the needs, functionalities and utilities they offer. Also, to gain a wider acceptance of the apps, focus on more communication and gamification/ entertainment features is required.Originality/valueThis study adds value by identifying the factors from varied perspectives (technical, social, health and personal) impacting individuals’ attitude and BI to use an innovative health intervention i.e. dietary and fitness mobile apps in a developing economy. Furthermore, the study proved the robustness of extended TAM in the area of healthcare. Lastly, this paper is among the few papers in the Indian context that assessed the adoption of dietary and fitness mobile apps.

Antecedents of Muslim Students’ Adoption of Mobile Banking: An Extended TAM and UTAUT Approach

Purpose – This study aims to determine the factors that affect the intention of Muslim students to adopt mobile banking (m-banking) services at Islamic banks. Methodology – This study included a sample of 336 Muslim students employed by Islamic banks as respondents. The model incorporates 11 constructs: perceived risk (PR), perceived trust (PT), habit (HA), compatibility (CO), perceived usefulness (PU), perceived ease of use (PEU), effort expectancy (EE), performance expectancy (PE), facilitating conditions (FC), social influence (SI), and intention to adopt m-banking (IN). It is a combination of the unified theory of acceptance and use of technology (UTAUT) and the technology acceptance model (TAM). Findings – Muslim students’ intention to adopt mobile banking was positively influenced by perceived usefulness, performance expectancy, and facilitating conditions. Nevertheless, the intention of Muslim students to adopt mobile banking remains unaffected by factors such as perceived ease of use, effort expectancy, or social influence. Perceived ease of use and perceived trust affect perceived usefulness, while perceived risk, perceived risk, habit, and compatibility affect perceived ease of use. Originality – This study employs the TAM-UTAUT model, which consists of 11 components, to determine the intention of Muslim students towards using mobile banking.

Exploring the Key Factors Influencing College Students’ Willingness to Use AI Coding Assistant Tools: An Expanded Technology Acceptance Model

The application of artificial intelligence (AI) in programming assistance has garnered researchers’ attention for its potential to reduce learning costs for users, increase work efficiency, and decrease repetitive coding tasks. However, given the novelty of AI Coding Assistant Tools (AICATs), user acceptance is currently limited, and the factors influencing this phenomenon are unclear. This study proposes an expanded model based on the Technology Acceptance Model (TAM) that incorporates the characteristics of AICAT users to explore the key factors affecting college students’ willingness to use AICATs. Utilizing a survey methodology, 303 Chinese participants completed the questionnaire. Factor analysis and Structural Equation Modeling (SEM) results indicate that users’ dependence worry (DW) about AICATs positively affects perceived risk (PR), which in turn negatively impacts perceived usefulness (PU) and perceived ease of use (PEOU), thus reducing user willingness to use. Dependence concerns also negatively impact perceived trust (PT), while PT positively affects PU and PEOU, thereby enhancing willingness to use. Additionally, a user’s self-efficacy (SE) negatively impacts DW and positively affects PEOU. This study discusses the potential significance of these findings and offers suggestions for AICAT developers to foster and promote widespread use.

Investigating the Adoption of Blockchain Technology in Agri-Food Supply Chains: Analysis of an Extended UTAUT Model

Against a backdrop of globalization, dynamic shifts in consumer demand, and climate change impact, the intricacies of agri-food supply chains have become increasingly convoluted, necessitating innovative measures to guarantee agri-food security and authenticity. Blockchain technology emerges as a promising solution, offering transparency, immutability, traceability, and efficiency in the overall supply chain. This study aims to investigate determinants impacting both the intention to use and the actual usage of blockchain-driven agri-food supply chain platforms. To achieve this, an expanded and adapted conceptual model rooted in the Unified Theory of Acceptance and Use of Technology (UTAUT) was formulated and empirically examined through Partial Least Squares Structural Equation Modeling using data from 175 respondents from agri-food companies across eight European countries. Agri-Food Supply Chain Partner Preparedness (FSCPP) emerged as the pivotal factor with the highest degree of influence on the intention to use blockchain-driven supply chain platforms. Additionally, the results from this study offer support for the significant influence of Performance Expectancy (PE), Effort Expectancy (EE), and Perceived Trust (PT) on usage intention, while also revealing the positive impact of Organizational Blockchain Readiness (OBR) on expected Usage Behavior (UB). This study provides significant insights into blockchain adoption within agri-food supply chains, contributing to the existing literature through an extended UTAUT framework.

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

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

Factors affecting the use of climate information services for agriculture: Evidence from Iran

The use of Climate Information Services (CIS) is considered the most important solution for the long-term adaptation of the agricultural sector in dealing with the challenges caused by climate change. While there are examples of successful CIS programs in the agricultural sector of developed countries, there are barriers to successfully using CIS programs for farmers in developing countries. In this regard, this research was carried out with two general objectives: (i) identifying the factors affecting the use of CIS by farmers, and (ii) providing practical policies for applying this information in the agricultural sector of Iran. A comprehensive Technology Acceptance Model (TAM) theory was used as the theoretical framework for this research, and self-efficacy (SE), social norm (SN), and perceived trust (PT) were added as variables. This research was conducted using structural equation modeling (SEM), and a designed questionnaire was used as the data-gathering instrument. The statistical population of this research includes all farmers of Dezful city in Khuzestan province (southwest of Iran). The findings of the research showed that the initial TAM explains 0.537 % of the variance of farmers' behavioral intention in using CIS. The three primary TAM constructs included Attitude, Perceived Usefulness (PU), and Perceived Ease of Use (PEOU), all of which had positive effects on farmers' willingness. Most importantly, by including SE, SN, and PT variables, the developed TAM can increase the model's ability to predict farmers' intentions by 13.5 %.

Use of Mobile Health Applications by Lay Users in Kuwait

Aim/Purpose: This study aims to explore the use of mobile health applications (mHealth apps) by lay users in Kuwait. Specifically, it seeks to: (i) identify and highlight the impact of factors that contribute to their use of mHealth apps and (ii) validate a model of these users’ usage of mHealth apps. Background: The advancement of information technologies has paved the way for efficiency and effectiveness in healthcare sectors in developed countries. Kuwait has attempted to revolutionise healthcare systems through mobile applications of information technology solutions to educate users on better methods of receiving customised health services. However, end-user usage of mHealth apps remains in the infancy in developing countries, including Kuwait. Lay users are often vulnerable and frequently overlooked by researchers and health technology providers. Methodology: A cross-sectional study was conducted among 225 lay users of mHealth apps in Kuwait using an online questionnaire to achieve the study objectives. A purposive sampling method utilising convenience and snowballing sampling techniques was used in which all the respondents were lay users. Descriptive statistics, Pearson correlation, and regression analyses were employed to analyse the collected data. Contribution: The study contributes to the extant literature on health informatics and mHealth by providing a comprehensive understanding of how technological, social, and functional factors are related to mHealth apps in the context of developing countries. It identifies key drivers of mHealth app use, suggests expanding the TAM model, and facilitates comparisons with developed countries, addressing gaps in mHealth research. Findings: Four factors (i.e., perceived trust (PT), perceived ease of use (PEU) and behaviour control (PBC), perceived usefulness (PU), and subjective norms (SN)) were identified that influence the use of mHealth apps. These four identified factors also contributed to lay users’ use of these mHealth apps. Among these four factors, perceived trust (PT) was the main contributor to lay users’ use of these mHealth apps. Recommendations for Practitioners: Based on the empirical results, this study provides feasible recommendations for the government, healthcare providers, and developers of mHealth apps. The findings urge developers to enhance app functionality by prioritising privacy and security to build user trust while outlining guidelines for future development focused on user-centric design and compliance with data privacy regulations. Additionally, the government should establish supportive policies and funding, ensure regulatory oversight, and promote public awareness to foster trust. Healthcare providers should integrate mHealth apps into their services, train staff for practical use, gather users’ feedback, and collaborate with developers to create tailored healthcare solutions. Future Research: Additional research is required to apply probability sampling techniques and increase the sample size to generate more reliable and generalisable findings. Additionally, the young age segment must be considered here, and research must be extended to consider the moderating role of demographic factors like age, gender, and educational levels to better understand the adoption of mHealth apps.

Customers Adoption and Satisfaction of E-Wallet and UPI Payment System: Evidence from India and Bangladesh

This article explores the impact of selected factors in adopting online payment platforms (AOPP) in India and Bangladesh by applying the extended Technology Acceptance Model (TAM). The factors considered are perceived trust (PT), perceived ease of use (PEU) and perceived usefulness (PU). The impacts of these factors are studied on the adoption and satisfaction of E-Wallet and UPI Payment System in India and Bangladesh. Data was collected from a sample of 199 individuals from India and Bangladesh who uses E-Wallet systems for online financial transactions. The authors have utilised the structural equation modelling (SEM) technique for testing the hypothesised relationships. It was found that three factors: PT, PEU and PU, have a significant impact on the AOPP, and the AOPP, in turn, has a positive impact on customer satisfaction (CS). It is a study of its own kind which identifies the factors impacting the AOPP using the extended TAM model and to establish a relationship between the AOPP and CS in the context of India and Bangladesh. This type of exploratory study can be helpful to the service providers for the development of strategies for the betterment of E-Wallet and UPI services.

Factors Affecting Intention to Adopt Digital Currency among Digital Payment Users in Kathmandu Valley

Purpose: The purpose of this paper is to investigate the factors affecting behavioral intention (INT) for adopting digital currency among digital payment users in Kathmandu Valley. Design/Methodology/Approach: This paper applied a cross-sectional survey design and collected 291 data from digital payment users in Kathmandu Valley analyzed by partial least squares structural equation model (PLS-SEM). Findings: This paper highlights that attitude (ATT) and perceived behavioral control (PBC) for adopting digital currency are the major factors that influence INT for adopting digital currency. Likewise, peer influence (PI) and superior influence (SI) have a significant positive influence on subjective norms (SN). Further, perceived ease of use (PEOU), perceived usefulness (PU), and perceived trust (PT) have a significant positive influence on ATT for adopting digital currency. Furthermore, self-efficacy (SE) and facilitating conditions (FC) have a significant positive influence on PBC. Originality/Value: The policymakers can utilize this information to develop infrastructure and regulations that encourage the use of digital currencies. Keywords: attitude for adopting digital currency, decompose theory of planned behavior, intention for adopting digital currency, perceived behavioral control, subjective norms

Factors affecting the adoption of mobile payment services during the COVID-19 pandemic: an application of extended UTAUT2 model

Purpose This study aims to investigate the antecedents of behavioral intention and actual usage of mobile payment (m-payment) services during the COVID-19 pandemic among Indian consumers. Design/methodology/approach The proposed research model of this study is based on the extended framework of the Unified Theory of Acceptance and Use of Technology (UTAUT2) by using two additional variables, namely, perceived security (PS) and perceived trust (PT). In total, 436 sample respondents are chosen from Indian consumers with experience using m-payment services through the online survey method. The data analysis and proposed hypothetical relationships were tested using confirmatory factor analysis and structural equation modeling techniques. Findings The results confirm that performance expectancy, effort expectancy, facilitating conditions, PS, PT, habit and price value are antecedents of consumer intention toward adopting m-payment services. Furthermore, behavioral intention significantly influences the actual usage of m-payment services during the COVID-19 pandemic. Research limitations/implications Though the impact of COVID-19 has been observed during the research period in getting responses from m-payment service users, the constructs used in the study are confined to the UTAUT2 model, and dimensions related to COVID-19 are not directly included in the measurement scale. The study’s findings propose valuable insights for service providers and policymakers. Practical implications This study’s results offer valuable insights to the service providers and policymakers to achieve the Government of India digital India objective of “Faceless, Paperless and Cashless” transactions. Originality/value This study’s results contribute to extending the empirical research literature on m-payment as antecedents of behavioral intention toward the adoption of m-payment services during the COVID-19 pandemic. Furthermore, this study assumes important interrelationships among UTAUT2 constructs with the additional incorporation of PS and PT.

Mobile wallet adoption model among digital immigration generation in Indonesia

Fintech innovations such as mobile wallets (m-wallet) are reshaping the payment landscape, m-wallet users in Indonesia are relatively high, but there is a gap in the number of m-wallet users by age group. The highest number of m-wallet users, mostly the young generation, is based on age. The digital immigrant generation is another age group with the potential to increase but still needs to be higher in adoption. This research's primary objective is to determine the effect of m-wallet adoption in Indonesia. This study aimed to comprehend how consumers adopted m-wallets. Four hundred respondents categorized as digital immigrants in Indonesia were surveyed quantitatively using a cross-sectional study approach using Smart PLS 3.1, and Partial Least Square Structural Equation Modeling (PLS-SEM) was used to evaluate the obtained data. The findings showed that perceived behavioral intention is significantly influenced by Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Perceived Security (PS), and Perceived Trust (PT). Consumer Behavioral intention is also significantly influenced by m-wallet adoption by digital immigrants in Indonesia.

The influence of e-satisfaction on users' e-loyalty toward e-wallet payment apps: a mediated-moderated model

PurposeThe purpose of this study is to investigate the antecedent factors influencing e-loyalty toward e-wallet payment apps in developing countries (e.g. Jordan). This study also investigates the mediating role of perceived usefulness (PU) and the moderating role of electronic word of mouth (e-WOM) toward these apps.Design/methodology/approachAn online questionnaire was used for data collection from 251 actual users of e-wallet payment apps. To estimate and test the research-proposed model, the partial least squares structural equation modeling (PLS-SEM) was employed.FindingsThe results mainly confirm that perceived trust (PT), perceived financial cost (PFC) and perceived ease of use were found to be determinants of PU; perceived security (PS), PT, PFC, perceived ease of use and perceived enjoyment (PE) were found to be determinants of e-satisfaction, whereas e-satisfaction and e-WOM were found to be determinants of e-loyalty toward e-wallet payment apps. Likewise, the results support the significant effect of the moderating effect of e-WOM. Conversely, the direct and indirect impact of PU and perceived health benefits (PHB) on e-satisfaction is not supported; therefore, hypotheses H4, H5 and H9 were rejected.Originality/valueThis study contributes to the understanding of the critical success factors underlying e-wallet apps during and post-COVID-19 era, which can help policymakers in banks and other financial institutions (service providers) to increase the diffusion rate of financial inclusion by the usage of e-wallet apps.

Factors that Affect the Adoption of Mobile Banking in Case Commercial Bank of Ethiopia, Gambella People’s National Regional State Branch, Gambella, Ethiopia

The primary aim of this study was to examine factors influencing consumers’ adoption of mobile banking services Gambella region, Ethiopia. From the literature, seven determinant factors were identified. Each variable were measured by using yes or no questions. This study combines TAM and IDT along with perceived risk, awareness constructs and perceive trust. The primary data were collected using questionnaires distributed to customers of Commercial bank of Ethiopia for mobile banking users. The Statistical Package for Social Sciences (SPSS) version 20 was used to analyze the data. Descriptive and inferential statistics were used to address the research objectives and binary logistic regression analysis employed. The results revealed that, with exception of perceived risk, perceived usefulness, perceive ease of use; perceive trust, performance expectancy and awareness have positive and statistically significant with the adoption of mobile banking. This study recommended that, banks should encourage and create awareness to the public through emphasizing the benefits or advantages that can be gained from the mobile banking services to increase the adoption level and to provide further directions into mobile banking strategies for mobile network operators, banks and service provider to design and implement mobile banking services to yield higher consumer acceptance.

The adoption of conversational assistants in the banking industry: is the perceived risk a moderator?

The world has noticed tremendous growth in information technology, particularly the Internet of Things and artificial intelligence. Nowadays, a lot of people rely on conversational assistants (CAs) and other intelligent virtual objects to check account balances, communicate more quickly, make payments, and manage their financial assets with banks or other financial institutions. This study scrutinizes how consumers espouse and utilize conversational assistants in banking amenities. To provide empirical evidence and generalize sample results in a larger context, a quantitative research approach has been utilized. A structured questionnaire was prepared, which generates 181 participants. The questionnaire was selected for its suitability in systematically capturing consumers' perceptions and intentions. According to the findings of partial least square structural equation modeling (PLS-SEM), perceived ease of use (PEOU), perceived enjoyment (PE), and perceived trust (PT) have significant impacts on users' intentions to use conversational assistants, however, perceived usefulness (PU) does not have any significant effects. Furthermore, the relationship between PEOU and intention is significantly and negatively moderated by perceived risk (PR). By enabling stakeholders to create strategies that improve customer experience and unleash the full potential of conversational assistants in banking services, these findings help to better understand consumer behavior.

Facebook-based social media marketing and Facebook-based online purchases: evidence from the Facebook page admins of selected South Asian fashion retailers

PurposeThis study intends to explore the connection between Facebook-based social media marketing (FSMM) and Facebook-based online purchase order (FOPO) for 20 popular online fashion retail brands across three South Asian countries: India, Pakistan and Bangladesh. FSMM was further divided into four components: Perceived trust (PT), Perceived informativeness (PInf), Perceived interactivity (PInt) and Perceived benefit (PB). Design/methodology/approachThe authors selected 20 popular Facebook-based online fashion brands involved in clothing and fashion accessories businesses in those three countries. Later, the authors purposively selected 114 region-based Facebook page administrators (admins) responsible for operating those brands' Facebook pages and taking Facebook-based online orders. The authors collected primary data from those admins as respondents through a structured survey instrument. The authors applied SPSS 25 for descriptive analysis and a covariance-based structural equation modeling (CB-SEM) (through AMOS 25) for testing the hypothesized relations.FindingsBased on the valid responses and application of proper statistical measures, it was revealed that three FSMM components: PT, PInf and PB have significant positive relationships with FOPO, while PInt has an insignificant relationship with FOPO. Originality/valueSouth Asia is a growing business hub and the largest consumer market in terms of population. This study was conducted to identify the relationship between FSMM and FOPO in the three most prominent South Asian countries. As the first study was undertaken ever on customer perceptions of FSMM in a multi-country South Asian context, this paper is expected to be helpful for academics in conducting further empirical investigations on Facebook-based marketing as well as practitioners and policymakers in formulating and implementing Facebook-based marketing strategies.

Adoption intention of mobile QR code payment system among marginalized street vendors: an empirical investigation from an emerging economy

Purpose Recently, the Government of India has emphasized digital financial inclusion for promoting cashless transactions with a vision to transform India from a traditional cash-based economy into a cashless economy. Technology-driven payment apps are facilitated greater access to cashless financial services and improve the speed, efficiency, accuracy and effectiveness of financial transactions. This study aims to explore the determinants of quick response (QR) code mobile payment (m-payment) adoption intention among marginalized street vendors in India. Design/methodology/approach The proposed research model was tested using 320 responses from QR code m-payment users. An interview schedule was performed using the structured questionnaire from marginalized street vendors by adopting a purposive sampling technique. The proposed research framework of this study developed on the Unified Theory of Acceptance and Use of Technology (UTAUT). In addition to the existing variables proposed in the UTAUT model, three more variables have been added, namely, digital financial literacy (DFL), personal innovativeness (PI) and perceived trust (PT). Besides, the study used confirmatory factor analysis and structural equation modeling techniques to analyze the data. Findings This study confirms that factors such as performance expectancy, effort expectancy, facilitating conditions, PT and customers’ DFL are significant determinants of street vendors’ intention to use QR code m-payment services. However, social influence and PI have shown an insignificant relationship with adopting a QR code m-payment system. Research limitations/implications The results provide insights for policymakers and service providers. Specifically, government and bankers design promotional campaigns emphasizing the ease of use, perceived benefits, security and faster business transactions to accept and use the QR code m-payment system to encourage prospective users to achieve a cashless economy. Originality/value Many prior studies have widely concentrated on m-payment adoption intention in India. However, only a few studies have attempted to examine the factors influencing the adoption of QR code m-payment services among merchants from emerging economies. There is a dearth of studies on QR code adoption from an unorganized sector perspective, specifically marginalized street vendors. Therefore, this study explicitly examines the extent to which the determinants of adoption intention toward QR code-based m-payment services among marginalized street vendors within the framework of the extended UTAUT model by incorporating DFL, PI and PT. The findings of this study contribute, theoretically and practically, to the existing literature.

Emotional and behavioural appeals as key determinants in Ghanaian consumer pre-banking behaviour

PurposeThe pre-purchase phase of consumer behaviour for financial services, especially retail banking, has been under-researched. This study explored the determinants of consumer pre-banking behaviour (BAB) in the Ghanaian banking sector.Design/methodology/approachA quantitative approach was employed by extending the constructs of the theory of planned behaviour (TPB) and technology acceptance model (TAM) to include affective and conative components and utilising a partial least squares-structural equation modelling (PLS-SEM) analysis.FindingsAffective, conative, cognitive attitude, emotions and perceived trust (PT) were significant determinants of consumer pre-BAB. From a practical point of view, marketing managers need to be emotionally connected with their potential consumers to enhance the propensity of automatic purchasing.Research limitations/implicationsThe country context, sample type and size are limitations and so extending the study to other countries, with larger samples and additional insights on subjective norms (SNs), could help improve the model's efficacy.Originality/valueThe results presented in this paper are relevant and original because it is the only study, based on potential customers in an emergent economy context, to advocate the need for an emotional connection with potential consumers at the pre-banking stage to enhance the possibility of automatic purchasing.