Personal Innovativeness Research Articles

Augmented Reality Adoption: Exploring Security Concerns and Consumer Resourcefulness in the Era of Society 5.0

ABSTRACTSociety 5.0, building its foundation on industry 4.0, defines the concept of super smart cities as places where humans can adapt novel technologies such as augmented reality (AR) in their daily lives. AR brought its consumers an immersive and hybrid experience, blurring the boundaries between the real and virtual worlds. This study explores the user adoption of AR, an interactive technology, in the e‐commerce domain in the present era of Society 5.0. This study seeks to address the question of what factors drive the consumer's adoption of AR while shopping online and how security concern and technostress (TS) impact their intention towards its use and its actual usage behaviour. This research offers a novel perspective and fills a gap in the existing literature by integrating consumers' security concerns and TS, previously unexplored factors, in the Unified Theory of Acceptance and Use of Technology (UTAUT) model. The ability of the UTAUT model, over the earlier technology adoption models, to incorporate context‐specific factors makes it significantly relevant for studying AR adoption, a technology blending the virtual and real world. A modified UTAUT‐based questionnaire assessed relevant factors influencing this behaviour. This study employed a quantitative, cross‐sectional survey design to apprehend a broad range of users and to investigate consumer perceptions and adoption of AR in online shopping. Purposive sampling ensured that respondents were aligned with the research context and were knowledgeable about the use of AR in the e‐commerce domain and its relevant applications, thereby strengthening the validity of the study findings. A two‐staged partial least square structural equation modelling–artificial neural network (PLS‐SEM–ANN) data analysis approach was used to determine the study's findings. The meaningful responses collected from 457 respondents were analysed using this targeted approach for in‐depth insights. The synthesis of the study's analysis suggests that personal innovativeness towards information technology and security concerns are critical drivers of intention and actual usage. Interestingly, TS and social influence emerged as non‐significant, indicating a nuanced view of the UTAUT model in this context. A possible explanation for their insignificance lies in the present generation's ability to rapidly adapt to new technologies and make autonomous decisions, reducing reliance on peer influence. By understanding these factors, the research seeks to pave the way for the efficacious integration of AR within the e‐commerce domain. It further emphasizes the significance of consumer resourcefulness, a gap in current research, for bridging the intention‐usage gap. This focus on consumers’ personal innovativeness towards IT, security concerns and consumer resourcefulness provides valuable insights for e‐commerce platforms seeking to drive successful AR adoption. The study explores how well AR will be accepted and used, informing scholarly researchers and businesses on making AR‐integrated online shopping successful.

Consumer resistance to WhatsApp payment system: integrating innovation resistance theory and SOR framework

PurposeDespite an exponential rise in the frequency of online payments in India, the cause of consumer resistance towards the WhatsApp payment system (WPS) remains unexplored. This research is aimed at exploring the barriers to the adoption of WPS.Design/methodology/approachA research model was proposed using stimulus-organism-response framework and innovation resistance theory. Data were collected from 392 users of the WhatsApp application using the mall intercept technique, which also utilizes digital payment platforms. A co-variance based structural equation modelling was employed to test proposed relationships in this cross-sectional study.FindingsThe study findings indicate that personal innovativeness as a personal stimulus negatively influences the usage and value barrier, while negative word of mouth (NWOM) increases the intensity of tradition and the image barrier. Additionally, value barrier, usage barrier, risk barrier and tradition barrier were found to have a negative influence on the intention to adopt the WhatsApp payment system.Originality/valueThis research is an initial endeavour that sheds light on the consumer cognition resisting the adoption of the WPS.

Utilization of, Perceptions on, and Intention to Use AI Chatbots Among Medical Students in China: National Cross-Sectional Study.

Artificial intelligence (AI) chatbots are poised to have a profound impact on medical education. Medical students, as early adopters of technology and future health care providers, play a crucial role in shaping the future of health care. However, little is known about the utilization of, perceptions on, and intention to use AI chatbots among medical students in China. This study aims to explore the utilization of, perceptions on, and intention to use generative AI chatbots among medical students in China, using the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. By conducting a national cross-sectional survey, we sought to identify the key determinants that influence medical students' acceptance of AI chatbots, thereby providing a basis for enhancing their integration into medical education. Understanding these factors is crucial for educators, policy makers, and technology developers to design and implement effective AI-driven educational tools that align with the needs and expectations of future health care professionals. A web-based electronic survey questionnaire was developed and distributed via social media to medical students across the country. The UTAUT was used as a theoretical framework to design the questionnaire and analyze the data. The relationship between behavioral intention to use AI chatbots and UTAUT predictors was examined using multivariable regression. A total of 693 participants were from 57 universities covering 21 provinces or municipalities in China. Only a minority (199/693, 28.72%) reported using AI chatbots for studying, with ChatGPT (129/693, 18.61%) being the most commonly used. Most of the participants used AI chatbots for quickly obtaining medical information and knowledge (631/693, 91.05%) and increasing learning efficiency (594/693, 85.71%). Utilization behavior, social influence, facilitating conditions, perceived risk, and personal innovativeness showed significant positive associations with the behavioral intention to use AI chatbots (all P values were <.05). Chinese medical students hold positive perceptions toward and high intentions to use AI chatbots, but there are gaps between intention and actual adoption. This highlights the need for strategies to improve access, training, and support and provide peer usage examples to fully harness the potential benefits of chatbot technology.

Encouraging Residents to Save Energy by Using Smart Transportation: Incorporating the Propensity to Save Energy into the UTAUT Model

The rapid urbanization and technological advancements of the recent decades have increased the need for efficient and sustainable transportation solutions. This study examines the acceptance of smart transportation systems (STSs) among residents in Polish cities and explores the impact of these systems on energy-saving behaviors. Using the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model, which includes the propensity to save energy, this research seeks to understand the determinants of STS adoption. The primary research was conducted using Computer-Assisted Web Interviewing (CAWI). The sample was controlled for gender and place of residence. A sample of 471 individuals meeting the criteria of living in a city with over 200,000 residents and using smart transportation solutions in Poland were selected from the research panel. SmartPLS 4 software was used to analyze the collected data. The findings reveal that the propensity to save energy significantly influences perceived usefulness, ease of use, social influence, and hedonic motivation toward STSs. Perceived usefulness and ease of use were found to be strong predictors of the intention to use STSs, while perceived costs had a negative impact on it. This study also identified the moderating role of personal innovativeness in mitigating cost concerns. These insights underscore the importance of emphasizing energy conservation benefits and user-friendly features in promoting the use of STSs. This study concludes that aligning technological innovations with user motivations for energy conservation can enhance the adoption of sustainable transportation solutions, contributing to smarter and more sustainable urban environments.

Closing the divide: Exploring higher education teachers’ perspectives on educational technology

Incorporating technology into education has become a crucial component of contemporary teaching practices. Technological advancements have led to the development of innovative teaching tools and methodologies that promote active learning and engagement among students. This study used a modified version of the Technology Acceptance Model (TAM) to analyze the key factors that impact the integration of technology in the teaching practice of higher education instructors. Among the factors to be included in the modified model are technostress and teaching tradition. These factors have been rarely examined within the mandatory technology integration in higher education settings. Partial Least Squares Structural Equation Modelling (PLS-SEM) is used to analyse the empirical data collected from 657 higher education teachers in Jordan. Findings reveal that teachers’ technological, pedagogical and content knowledge (TPACK) played a crucial role in facilitating the effective integration of technology into teaching practices. This boosted self-efficacy, personal innovativeness and perceptions of ease of use and usefulness. Additionally, teachers’ TPACK negatively influenced their technostress and teaching tradition. Indeed, technostress and teaching tradition were identified as significant obstacles to the effective integration of technology into teaching practices. Significant implications for theory and practice can be derived from the findings of this study to effectively incorporate technology in higher education.

Niat Melakukan Islamic Online Donation Pada Generasi Z: Peran Attitude Sebagai Mediator Pada Model UTAUT-3

Purpose: This study aims to examine the effect of the UTAUT-3 model, namely performance expectancy, habit, and personal innovativeness on the intention to make Islamic online donations mediated by attitude in generation Z. Methodology/ approach: This study uses a survey method by distributing questionnaires online. The sample in this study were 180 respondents. We use SEM-PLS to analyze data. Findings: The results show that performance expectancy and personal innovativeness affect attitude, while habit does not affect. The intention to do Islamic online donation is influenced by performance expectancy, habit, personal innovativeness, and attitude. Attitude can mediate the relationship between performance expectancy and personal innovativeness with the intention to pay ZIS online. However, the effect of habit on online ZIS payment intentions cannot be mediated by attitude. Practical implications: As Generation Z dominates the population in Indonesia, this generation has high potential in ZIS collection. ZIS Institutions can further promote the convenience of online ZIS payments. Originality/value: This study uses personal innovativeness as a construct of UTAUT-3 in the intention to Islamic online donation.

Voice Unbound: The Impact of Localization and Experience on Continuous Personal Voice Assistant Usage and Its Drivers

This research explores the key factors driving the continuous use of Personal Voice Assistants (PVAs), particularly emphasising the roles of localization and experience in shaping these behaviours. Data has been gathered from 1041 PVA users through an online survey. By integrating psychological (Attitude, Enjoyment, and Personal Innovativeness), technological (Perceived Ease of Use and Usefulness), and social (Subjective Social Norms) factors, the study uncovers the complex mechanisms that influence users’ continued usage intentions towards PVAs. It also examines how localization and experience moderate these relationships, offering key insights for developers and marketers to optimise users’ continuous usage and expand market reach by effectively targeting diverse consumer segments. Further, qualitative insights reveal user needs and barriers, offering a deeper understanding of user expectations. The study also highlights several promising avenues for future research to further examine evolving dynamics between users and PVAs.

Communication dynamics: Fintech’s role in promoting sustainable cashless transactions

The integration of Fintech is revolutionizing global financial engagement, moving away from traditional payment systems. This study, thus, explores the interaction between communication dynamics, Fintech use, intentions, cashless transactions adoption, financial literacy, personal innovativeness, and socioeconomic development in Pakistan. The study employs a dual methodology, encompassing “PLS-SEM and Probit Model alongside Propensity Score Matching technique.” The survey targeted small business owners and individuals involved in informal sectors, encompassing roles such as fruit and vegetable vendors, small shop owners, taxi drivers, and auto rickshaw operators. A total of 394 responses were analyzed. The findings highlight the facilitating role of individuals’ intentions to use cashless transactions, acting as a mediator through which Fintech use fosters actual behavior. Moreover, the study finds financial literacy and personal innovativeness as critical moderating factors. Adopting cashless transactions emerges as a pathway to enhanced financial inclusion, particularly impactful for small business owners. The achieved financial inclusion has the potential for profound financial inclusion implications, as evidenced by its positive effects on sustainable livelihoods, living conditions, and social development among small business owners and individuals operating within the informal sector.

Exploring college students' risk perception and acceptance intention of facial recognition technology in China

In response to China’s ‘smart campus’ trend, facial recognition technology (FRT) in higher education has evolved from identification to emotion recognition, raising various risks and controversies. Understanding college students’ perceptions is key to addressing these concerns and facilitating AI integration. This study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) model to gauge students’ attitudes towards FRT, introducing three new constructs: ‘personal innovativeness,’ ‘trust in the system,’ and ‘perceived risks.’ Results show that students’ personal innovativeness and trust in the system positively relate to their acceptance intention. Trust in FRT is hindered by perceived privacy, psychological, and performance risks, while perceived social risks are insignificant. Higher education shows less resistance to FRT due to normalized campus surveillance. Compared to Western societies, Chinese students’ Confucian cultural stance of ‘harmony but not uniformity’ reduces concerns about racial or religious discrimination from FRT. These findings are crucial for assessing FRT’s necessity and legality in higher education and devising risk mitigation strategies.

Effects of virtual try-on technology as an innovative e-commerce tool on consumers' online purchase intentions

PurposeThe purpose of this study is to investigate the role of using augmented reality (AR) in the form of virtual try-on technology in consumers' purchase decision-making process.Design/methodology/approachThe study, executed in a beauty industry context, uses the value-based adoption model (VAM). Data were collected by means of a survey carried out on 238 Tunisian women. Subjects performed an experimental task using the virtual try-on (VTO) application in the L’Oréal website. Web-administered questionnaires were used to collect the data, which was processed using an exploratory factor analysis and partial least squares structural equation modeling.FindingsThe findings shows that perceived value is positively related to purchase intentions and it was affected by both perceived benefits and perceived costs. In particular, perceived benefit (perceived usefulness) was found to have a strong positive effect on perceived value. Moreover, it turns out that perceived enjoyment does not have a significant effect on the perceived value. In terms of perceived costs, perceived intrusiveness was found to limit perceived value. The results also show a significant relationship between AR characteristics and perceived benefits. For personal traits, personal innovativeness is found positively influencing perceived usefulness, but it shows no significant effect on perceived enjoyment.Practical implicationsCompanies should highlight the benefits for consumers (interactivity, informativeness and usefulness) and attempt to reduce the costs (intrusiveness) related to the use of VTO AR technology, which can play a substantial role in determining the perceived value and purchase intentions.Originality/valueThe existent literature, which examines the AR in e-tailing, shows weak acknowledgment of theories related to consumer barriers to AR adoption in e-tailing, they overlook the role of consumer psychology and individual differences in AR acceptance. Thus, this study contributes to the literature by enhancing the understanding of the roles that AR based VTO technology plays in determining consumers’ online purchase intentions by extending the application of perceived value theory and taking into account its characteristics and personal traits that play a role in weakening or strengthening the customer's benefits and cost perceptions.

Modelling the effects of perceived system quality and personal innovativeness on the intention to use metaverse: a structural equation modelling approach

The metaverse, an interactive and immersive 3D virtual environment, has recently become popular and is widely used in several fields, including education. However, the successful use of metaverse relies on the extent to which users intend to adopt and use it. Close examination of this critical issue reveals a lack of research that examines the effects of certain factors on users’ intentions toward using metaverses. Thus, this study extends the technology acceptance model by integrating two constructs—perceived system quality and students’ personal innovativeness. Using a survey to collect data, 164 responses were received from students at the University of Ha’il in Saudi Arabia. Two steps in structural equation modelling (SEM) using the AMOS software were applied to analyse the data and test the research hypotheses. The results revealed that perceived system quality had a significant effect on students’ intentions to use metaverses through perceived ease of use. Furthermore, personal innovativeness had a significant effect on students’ intentions through the perceived usefulness of the metaverse. In addition, perceived usefulness affected students’ intentions to use a metaverse. Surprisingly, perceived ease of use had an insignificant effect on students’ intentions to use the metaverse. Although the proposed model and its findings contribute to the technology acceptance model (TAM) literature, the study’s practical value is significant because it can help educational policymakers and authorities to understand the effect of each factor and plan future strategies. Additionally, the findings of this study can assist practitioners, designers, and developers in designing and promoting the utilisation of metaverses.

Scalable Innovative Factors for Shaping Consumer Intentions on Electric Two-Wheelers Adoptions

Electric two-wheelers (ETWs) have emerged as a dominant choice over traditional counterparts in global consumer markets, prompting a shift in consumer behaviour. While existing research has delved into the adoption of ETWs, there remains a notable gap in understanding the intricate factors driving consumer adoption, particularly their inclination toward innovation. This study investigates the landscape of ETWs in India, focusing on facilitating conditions, pricing dynamics, personal innovativeness, and behavioral intentions. Utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, 220 Indian ETW users were surveyed to elucidate the interplay between facilitating conditions, price, and behavioral intentions, mediated by personal innovativeness. The findings underscore the significant impact of facilitating conditions and price on behavioral intentions, with personal innovativeness serving as a pivotal mediator in this relationship. Moreover, this study underscores the importance for ETW businesses to prioritize user-friendly designs, ensuring a seamless and enjoyable experience for consumers. Furthermore, targeting highly innovative consumers emerges as a strategic imperative for businesses in devising effective marketing strategies. By shedding light on facilitating conditions, price dynamics, personal innovation, and behavioral intentions, this study contributes valuable insights to the existing literature. In terms of environmental sustainability, the scalability of electric twowheelers contributes to reducing greenhouse gas emissions and mitigating air pollution in urban areas. As more individuals switch from gasoline-powered vehicles to electric two-wheelers, the collective impact on reducing carbon emissions and improving air quality becomes increasingly significant, especially in densely populated regions where transportation-related pollution is a major concern. Additionally, it offers a nuanced understanding of the mediating role of personal innovation in the context of ETWs, thereby informing future research and strategic initiatives in the field of electric mobility.

Reflection of Gender Digital Divide on Digital Financial Inclusion in Context of Indian Bankers: An Empirical Analysis

The study aims to examine the presence of gender difference in Digital Financial Inclusion of Indian bankers reflected through Gender Digital Divide. UTAUT2 model was adopted to examine the Behavioral Intention of bankers to adopt Digital Banking. Structured questionnaires framed on 5-point Likert scale were distributed among 300 bankers, selected through random sampling, and received 260 completed questionnaires. Statistical data analysis was done using PLS-SEM. Findings reveal that five out of the eight UTAUT2 factors (Perceived Usefulness, Social Influence, Hedonic Motivation, Habit, and Price Value) have significant roles for men and three have significant roles for women (Perceived Ease of Use, Personal Innovativeness, and Facilitating Conditions). Research indicates that women are trailing behind in the use of digital banking, which is concerning because their internet banking adoption and usage can motivate other women to use digital media, thereby raising their Financial Inclusion level.

Barriers to the Adoption of Sharing-Based Accommodations: The Role of Personal Innovativeness and Compatibility

Barriers to the Adoption of Sharing-Based Accommodations: The Role of Personal Innovativeness and Compatibility

Integration of the UTAUT Model in Mobile Banking Context: The Mediating Role of Personal Innovativeness and Perceived Value

Integration of the UTAUT Model in Mobile Banking Context: The Mediating Role of Personal Innovativeness and Perceived Value

THE IMPACT OF PERSONAL INNOVATIVENESS ON THE BEHAVIORAL INTENTION TO USING TOURISM MOBILE APPLICATIONS OF GENERATION Z IN HO CHI MINH CITY, VIETNAM

The advancement of technology has significantly transformed various activities in human life, including tourism. Mobile technology, especially mobile applications, has become an integral part of users’ travel experiences. Generation Z, with their natural and proficient access to technology, has become one of the primary user groups of mobile applications in the tourism industry. Recognizing the lack of research on the intention to use mobile applications in tourism, particularly of Generation Z in Vietnam, a generation expected to reshape the tourism industry in the future, this study aims to investigate how personal innovativeness influences the intention to use mobile applications in tourism among Generation Z and mediation of attitudes. To test the proposed hypotheses, the study conducted an online survey using Google Forms targeting Generation Z individuals living and working in Ho Chi Minh City, Vietnam. A total of 318 participants took part in the survey. The collected data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Based on the research findings, the study proposed potential solutions for mobile application development businesses, destination management organizations, tourism businesses to enhance the intention to use mobile applications in tourism among Generation Z in Ho Chi Minh City and Vietnam as a whole.

Understanding Consumer Acceptance of AI in the Leisure Economy: A Structural Equation Modeling Approach

This research examines the determinants of consumer acceptance of artificial intelligence (AI) in the leisure economy, using a structural equation model to analyze responses from 560 participants. The study focuses on several psychological factors: Perceived Ease of Use (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), Hedonic Motivation (HM), Perceived Value (PV), and Habit (HB), and their impact on Behavioral Intention (BI) to adopt AI technologies. Results indicate significant influence of six constructs (PE, FC, SI, PV, HM, HB) on BI, with the exception of one hypothesis. The research also assesses the role of Personal Innovativeness in enhancing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model's predictive accuracy. This study contributes to understanding AI adoption in leisure, offering valuable insights for AI application development and marketing strategies in this sector.

Innovations of Express Companies: Adoption of Protective Wearable Artificial Intelligence Devices by Couriers

Providing couriers with wearable artificial intelligence devices to prevent accidents is not only beneficial to the courier’s safety but will also save money in terms of insurance premiums for express companies; therefore, it is worth investigating what factors can influence the acceptance of wearable artificial intelligence devices by couriers. Push–pull–mooring (PPM) theory and affective event theory (AET) are integrated, to test couriers’ adoption of wearable safety detection devices. Social influence, perceived security, personal innovativeness, and affective event reaction are applied to the research model. Questionnaires are distributed among several listed express companies and 263 valid questionnaires are used for empirical testing. Empirical results indicated that social influence, perceived safety, personal innovativeness and affective event reaction are positively related to usage with coefficients 0.218, 0.301, 0.698 and 0.309. Personal innovativeness has positive moderating effects on relationships between affective event reaction, perceived security and usage, with coefficients 0.145 and 0.106; however, it has no significant moderating effect on the relationship between social influence and usage. The research aims to help support the proliferation and adoption of wearable artificial intelligence devices to optimize the current state of the express industry and improve the interaction between couriers and managers, creating an active management strategy that will allow express companies to thrive. The study not only provides insights to help express companies reduce insurance costs, but also provides recommendations for accelerating the company’s environmental, social and governance goals, leading sustainable development and building new corporate value.

Factors That Affect the Acceptance of Educational AI Tools by Greek Teachers-A Structural Equation Modelling Study.

The discussion around integrating AI technologies into educational practice is current among scholars and in sociopolitical circles. This study examines the factors influencing teachers' acceptance of educational AI tool (EAIT) use, aiming to inform the development of a pedagogical framework for the responsible integration of AI tools in education. A conceptual model was developed by amalgamating constructs of TAM (perceived usefulness and perceived ease of use) and UTAUT (social influence and facilitating conditions) while integrating the variables of perceived trust and personal innovativeness and considering the impact of teachers' pedagogical beliefs. A total of 342 Greek teachers participated in the quantitative survey conducted. The proposed model was evaluated using partial least squares structural equation modelling (PLS-SEM). The findings illuminated perceived usefulness as the most significant predictor of teachers' behavioural intention to use EAIT. The research also revealed that social influence and personal innovativeness exert considerable influence. While constructivist pedagogical beliefs were found to have no direct impact on EAIT acceptance, the results indicated that educators who embrace those teaching methods exhibit a high propensity to perceive EAIT as useful and trustworthy. Furthermore, the study's analysis demonstrated that trust had a significantly positive effect on usefulness, and innovativeness influences positively and significantly both usefulness and ease of use.

Self-efficacy and personal innovation in the intention to use of facial recognition systems by tourists: a mediation model moderated by trust and anticipated emotions

ABSTRACT Facial recognition systems are crucial for personalising and enhancing user experiences in tourism. These technologies reliably verify identities and improve security and efficiency in areas such as airports and hotels. However, there is a lack of research on the psychological and emotional factors shaping the use of these technologies. This study proposes a novel conceptual model that examines how self-efficacy and personal innovation influence the intention to use facial recognition systems, through a model mediated by trust and moderated by anticipated emotions, to better understand the psychological and emotional dynamics underlying the use of emerging biometric technologies in the context of tourism. We issued a survey to 1027 frequent tourists and analysed their data using PLS-SEM. The results highlight the importance of users’ self-efficacy, trust and emotions in their predisposition to use facial recognition systems. Furthermore, this study considers the potential practical implications for developers and administrators of tourist destinations.