Price Value Research Articles

Terms of trade, ecologically unequal exchange and environmental problems in developing economies

Purpose Utilizing the Marxist theory of unequal exchange to explain the terms of trade between nations, this paper elucidates one possible mechanism that gives rise to ecologically unequal exchange between developed and developing economies. Design/methodology/approach We propose a two-sector linear production model and demonstrate that a decrease in the organic composition of capital and an increase in the rate of surplus value in a sector will lead to a relative price decrease and value transfer out of that particular sector, as well as increasing the environmental costs of trade. Furthermore, we measure the levels of unequal exchange (value transfer) and ecologically unequal exchange of 40 economies and empirically validate their relationship. Findings The findings suggest that an important cause of the ecologically unequal exchange is the value transfer between economies caused by the international division of labor and real wage disparities. The inequality in international trade is a significant factor contributing to the gap in the ecological environment level between developed and developing economies. Originality/value By introducing the theory of unequal exchange or value transfer into the analysis of ecological unequal exchange, we provide a mathematical framework for analyzing ecological unequal exchange and a method for calculating the scale of ecological unequal exchange and value transfer, thereby enhancing the theoretical depth and practical significance of the ecological unequal exchange theory.

Explaining Revisit Intention in Culinary Tourism: Case Study of Pekalongan, City of Batik

Culinary tourism has become an important sector of the global tourism industry, offering destinations the opportunity to showcase their cultural identity through food. Pekalongan, a city renowned for its batik heritage, also possesses a rich culinary tradition that reflects its unique cultural identity. Despite its potential, Pekalongan has faced challenges in sustaining its tourism industry, highlighting the need to explore factors that encourage tourists to return. This study investigates the influence of seven factors—Attitude, Emotional Value, Local Food & Beverage Image, Health Value, Prestige Value, Price Value, and Taste/Quality Value—on revisit intention among urban tourists. Using a quantitative, non-experimental design, data were collected from 176 respondents through structured questionnaires and analyzed using multiple regression analysis. The findings reveal that Emotional Value and Taste/Quality Value significantly influence revisit intention, underscoring the importance of emotional connections and high-quality food in motivating repeat visits. Other factors, such as Attitude, Local Food & Beverage Image, and Price Value, contributed to the overall tourist experience but did not independently predict revisit intention. These results suggest that Pekalongan should prioritize strategies that enhance tourists’ emotional engagement and ensure consistent food quality to foster loyalty and increase revisit rates. The study contributes to the understanding of culinary tourism dynamics in smaller cities and provides actionable insights for stakeholders aiming to revitalize tourism through authentic and memorable culinary experiences. Future research should explore additional factors influencing revisit intention and their interactions to provide a more comprehensive understanding of tourist behavior.

Acceptance of new agricultural technology among small rural farmers

Amid China’s 2023 policy shift toward rural revitalization and agricultural modernization driven by a substantial agricultural population and the foundational role of agriculture in the national economy, there is an urgent need for the widespread adoption of new agricultural technologies to boost production quality, efficiency, and economic development. This study examines the determinants of technology adoption in agriculture among small rural farmers, focusing on the unified theory of acceptance and use of technology framework. Using a cross-sectional survey approach and a convenience sampling method, the study ultimately collected 326 responses from rural farmers. The collected data were analyzed using a structural equation modeling method with SmartPLS 4 software. The results reveal significant determinants of the intention to use new agricultural technology and the use of new agricultural technology, with performance expectancy, effort expectancy, and hedonic motivation exhibiting positive effects. Facilitating conditions have emerged as key factors influencing both the intention and usage of new agricultural technology. Although age does not moderate any of the relationships, using years moderates the relationship between performance expectancy and intention to use new agricultural technology as well as price value and intention to use new agricultural technology. Intention to use new agricultural technology has significant and positive mediating effects on the proposed relationships. The theoretical implications of this study underscore the significance of understanding the complex interplay of determinants, moderating factors, and mediating pathways within the unified theory of acceptance and use of technology framework to advance the knowledge of agricultural technology adoption. This study provides valuable perspectives for policymakers, practitioners, and researchers dedicated to promoting the adoption of sustainable technology in the agricultural sector.

Assessing consumer perceptions of sustainable packaging solutions

ABSTRACT Consumer concerns about food and plastic packaging waste have led government and industry to seek alternatives prioritizing the environment while keeping safety, quality, shelf-life, and price. These consumer concerns were examined with a focus on fabrication technologies, current and proposed applications, and consumer acceptance of edible coatings, biodegradable packaging, and nanomaterials. A survey (N = 441) analyzed responses by subpopulations (generation, location, education level, and food-related careers). Consumers prioritize quality (95%), price (83%), and nutritional value (74%), but willingness to consume and pay extra for them varied by generation and location. Younger consumers showed openness to new technologies, indicating an attractive potential niche market for edible coatings. Positive comments highlighted environmental, health, and shelf-life benefits, while concerns include aversion towards new technologies and health risks. Biodegradable packaging is widely accepted, presenting business opportunities to meet sustainable demands, though cost and quality worries remain. Addressing these concerns is crucial for broader adoption.

Continuous-Time Convertible Lease Pricing and Firm Value

Continuous-Time Convertible Lease Pricing and Firm Value

Kelayakan Usahatani dan Pola Saluran Pemasaran Komoditi Bawang Merah di Wilayah Timur dan Barat Kabupaten Sumbawa

This research aims to determine the feasibility of farming and the pattern of shallot marketing channels in the eastern and western regions of Sumbawa Regency. The research area was determined using a purposive sampling technique, starting from the district to the village level which is the center of shallot production. The research was carried out in May-July 2024. The number of samples or farmers in this research was determined by 30 shallot farmers. The analysis method uses descriptive methods, income approach, RC Ratio, and BEP. The research results show that the average income from shallot farming in the western zone is higher, namely: Rp. 77,947,742,- per farm/farmer/season compared to the average income of shallot farming in the eastern zone, which is Rp. 28,058,875,-. per farm/farmer/season. The R/C ratio value of shallot farming in the western zone is greater, namely R/C = 3 compared to the R/C ratio value of the eastern zone, namely R/C = 2. This shows that the efficiency of farming in the western zone is more efficient than with shallot farming in the eastern area of Sumbawa Regency. The BEP price value for the eastern zone is IDR. 10,100 per kilogram, and the BEP price for the west zone is IDR. 8,500,- per kilogram. There are 2 (two) market channel patterns in the western zone of Sumbawa Regency, namely: (1) farmers - retailers at the sub-district market - consumers, (2) farmers - village level collectors - retailers at the sub-district market. Meanwhile, there is only 1 (one) market channel pattern in the eastern zone, namely: farmers - collectors outside the sub-district - wholesalers outside Sumbawa Regency.

Evaluation of Preceding Variables Affecting Behavioral Use and Acceptance of Chord-Enabled Keyboard Among Students

For years, chord-enabled keyboards’ usage has stayed behind its famous counterpart, the standard QWERTY design. Recent trends in this type of keyboard prompted its usage among social media platforms focusing on productivity and efficiency. However, few studies have evaluated its acceptance and consumer usage behavior – especially in the current generation. To fill this gap, this study aimed to examine the factors that affect the acceptance and adoption of chord-enabled keyboards through Random Forest Classifier and Neural Network ensemble. Nine thousand nine hundred (9,900) data points were considered through the convenience sampling method utilizing online platforms. The results displayed that all the examined latent variables were deemed significant: Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Facilitating Conditions, Price Value, Habit, Intention to Use, Usage Behavior, and Perceived Usability. Among all these, usage behavior was identified as the most influential variable affecting the acceptance of chord-enabled keyboards. Users are more likely to utilize chord-enabled keyboards due to their perception of increasing productivity in accomplishing their tasks quickly, efficiently, and comfortably in the face of multiple typing tasks. Moreover, the variables of Effort Expectancy and Facilitating Conditions were also considered significant but less influential among all latent variables – due to difficulty on adoption. The results shed light on the factors influencing chord-enabled keyboard acceptance. With this, keyboard manufacturers can utilize the results to improve the acceptance and adoption of chord-enabled keyboards to improve individuals' typing efficiency and productivity, which can be extended for promotion in different countries.

Rice Cultivation Area, Demographic Trends, and Trade Dynamics for Food Security in Nepal (2011–2021)

ABSTRACTRice is the most important staple crop in Nepal, playing a critical role in both the economy and food security. This study analyzes the trends in rice cultivation, production, imports, and exports from fiscal years 2011/2012 to 2021/2022 and also presents population data from the initial and final years. Over the study period, the area of rice cultivation declined by 0.81% annually, while the production grew by 1.5% per year, and the yield improved at a rate of 1.97% per year. Trend analysis indicated no significant changes in cultivation area or production, but a significant positive trend was observed in the yield. Rice import showed a significant annual increase of 5.61% in price value and 12.80% in quantity, while exports also grew by 1.95% in quantity and 2.39% in value. However, exports remain negligible compared to imports. Nepal's rice self‐sufficiency ratio (SSR) has declined by 1.15% annually, falling from 92.72% in 2011/2012 to 82.01% in 2021/2022 while its import dependency ratio (IDR) has increased by 5.89% annually. These trends suggest that Nepal is becoming increasingly vulnerable in terms of rice food security. Population dynamics based on two census records revealed a notable 14% rise in the foreign population. This situation underscores the urgent need for policy interventions to address the decline in rice self‐sufficiency, labor shortages, and growing import dependency, ensuring sustainable rice production and food security in Nepal.

Fuzzy Set Qualitative Comparative Analysis of Loyalty Programmes Powered with Blockchain via an UTAUT2 Framework

(1) Background: Loyalty programmes are business strategies aimed at increasing customer fidelity to brands. One of the most promising technologies of the 21st century is blockchain, whose application to the management of loyalty programmes can increase transparency and reliability, enable interoperability, and facilitate centralised management. (2) Methods: This study evaluates the antecedents of the acceptance of blockchain-based loyalty programmes (BBLPs) using a model grounded in the technology acceptance model UTAUT2. The four basic constructs of UTAUT, which we call the UTAUT-baseline, are considered explanatory factors: performance expectancy (PER), effort expectancy (EFF), social influence (SOC), and facilitating conditions (FAC). Additionally, we consider the constructs introduced in UTAUT2: hedonic motivation (HED) and perceived price value (PRI), to which we add innovativeness (INN) and trust (TRU), and we refer to these as UTAUT-extended, along with the moderating variables of UTAUT and UTAUT2: gender, age, and experience. The analytical approach used is complexity theory, which aims to capture the configurations that lead to both acceptance and rejection positions regarding BBLPs. This analysis is performed via fuzzy set qualitative comparative analysis (fsQCA). (3) Results: Eight explanatory configurations of the acceptance of BBLPs have been obtained, in which the presence of all UTAUT-baseline and UTAUT-extended constructs is a condition in at least three prime implicates. The constructs with the greatest presence as core conditions are PER, EFF, and TRU. On the other hand, nine configurations leading to the rejection of BBLPs have been identified. The absence of all UTAUT-baseline and UTAUT-extended variables is a condition in at least three configurations. The core conditions with the greatest presence in the rejection of BBLPs are the lack of FAC, HED, and PRI. (4) Practical implications: The results obtained are of great interest to business owners, as they allow for the characterisation of different profiles of people potentially engaged with BBLPs, as well as the profiles of consumers reluctant to adopt them.

FACTORS INFLUENCING CUSTOMER SATISFACTION AND REPURCHASE INTENTION OF ONLINE FOOD DELIVERY SERVICE IN CAMBODIA

Purpose – The focus of this research is to identify and analyze the key factors that influence repurchase intention of online food delivery services in Cambodia. It aims to understand how aspects such as performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value, habit, and trust, impact consumers' satisfaction to continue using these services.Methodology – A quantitative method was employed using a purposive sampling survey, involving 400 respondents in Phnom Penh with prior experience using online food delivery services. Data were collected through a Google Form and analyzed using multiple regression to test the proposed model.Results – The study revealed that performance expectancy, effort expectancy, and trust positively influence customer satisfaction (CS), with standardized regression weights of B = 0.194, B = 0.409, and B = 0.079, respectively. Among these factors, effort expectancy has the greatest impact on CS. Conversely, price value negatively affects CS, with a coefficient of B = -0.072. However, social influence, facilitating conditions, hedonic motivation, and habit do not positively impact customer satisfaction (CS) because their p-values exceeded 0.05. Lastly, customer satisfaction has a positive and significant effect on repurchase intention, with a coefficient of B = 0.635.Implications – Enhancing performance expectancy, trust, and the ease of the ordering process while addressing pricing perceptions is crucial for improving customer satisfaction and driving repurchase intentions in online food delivery services in Cambodia.Originality/Value – This study provides valuable insights for anyone seeking a comprehensive understanding of the food delivery service landscape on online platforms in Cambodia. In particular, the app developers, restaurants, and food providers can consider partnering with promising and quality-oriented online food delivery services to enhance their business prospects.

DESCRIPTIVE ANALYSIS OF LOCAL FOOD CONSUMPTION VALUE IN WEST SUMATRA (SURVEY ON DOMESTIC TOURISTS)

This research aims to determine domestic tourists' assessment of local food value in West Sumatra. The local food consumption value variable consists of 7 subvariables, namely quality value, health value, price value, emotional value, prestige value, interaction value and epistemic value that is felt when domestic tourists visit West Sumatra. The research method used is descriptive analysis by measuring each sub-variable. The sampling technique used was purposive sampling with the criteria being that the respondent was 17 years old. The total sample was 193 respondents. The research results reveal that the sub-variable quality value is perceived by domestic tourists as local food that provides high-quality raw materials and that local food has high quality standards. In the health value sub-variable, domestic tourists give a high assessment that local food restaurants provide food that is safe for health and prices are commensurate with the value of the money spent. In the emotional value subvariable, domestic tourists stated that they were very impressed with local food because it tasted delicious and spicy. In the prestige value variable, respondents stated that by eating local culinary delights they would share this experience with other people by showing their photos. Likewise with the interaction value subvariable, they agreed that by enjoying local culinary delights, respondents felt it was easier to interact with other people. In the epistemic value subvariable, respondents considered that local food provided an opportunity to learn about the local culture of West Sumatra.

Wineinformatics: Wine Score Prediction with Wine Price and Reviews

Wineinformatics is a new field that applies data science to wine-related data. The goal of this paper is to determine whether incorporating wine price can improve the accuracy of score prediction. To explore the relationship between wine price and wine score, naive Bayes classifier and support vector machine (SVM) classifier are employed to predict the scores as either equal to or above 90 or below 90. The price values are normalized using four different methods: mean, median, boxplot mean, and boxplot median. To conduct a proper comparison, the original dataset from previous research, which includes a total of 14,349 wine reviews, was preprocessed by filtering all null price values, resulting in 9721 wine reviews. Using this dataset, classifiers, and normalization methods, the models with and without the price feature were compared. SVM classifier with mean normalization method (USD 50.04) achieved the best accuracy of 87.98%, while naive Bayes classifier with boxplot median normalization method (USD 28.00) showed the greatest improvement of 0.99%. From all the results, we concluded that boxplot median normalization (USD 28.00) is the most effective method in this study. These results indicate that incorporating price as an attribute enhances machine learning algorithms’ ability to recognize the correlation between wine reviews and scores.

Predictors of the continuous use of an infectious disease self-management app for epidemiological investigations: a survey of young and middle-aged adults in South Korean citizens

BackgroundIn the wake of the coronavirus disease-19 (COVID-19) pandemic, research on the difficulties faced by epidemiologists conducting epidemiological investigations has been progressing steadily. However, few studies have developed applications (apps) that can directly support epidemiological investigations via information and communication (ICT) technology, and conducted usability evaluations on them via user responses. This has caused difficulties when developing such technologies. We introduced and evaluated two mobile apps that support epidemiological investigations. This study attempted to identify the predictors affecting the acceptance of infectious disease self-management apps.MethodsWe developed two infectious disease self-management smartphone apps for epidemiological investigations: KODARI (the Korean version) and MEDARI (in English version). We collected data from 248 users of KODARI by surveying Korean citizens. This study was conducted from November 15 to December 14, 2022. We used multiple regression analysis to identify the variables that affected continuous intention to use the KODARI app. We conducted two independent-samples t-tests to determine whether there were any differences in the perception of each variable in relation to demographic and COVID-19-related user characteristics.ResultsThe factors that affected continuous intention to use the KODARI app, in order of relative importance, were: price value, satisfaction, performance expectancy, and facilitating conditions. Overall, male participants were more satisfied with the KODARI app than female ones, and more willing to continue using it. The male participants also evaluated facilitating conditions more positively than the female ones did. Married participants rated the app higher than single ones in terms of price value, performance expectancy, and continued intention to use.ConclusionsThe study suggests factors that increase the use of health apps and suggests that use of these apps may increase further in the event of a future pandemics. These results are expected to help researchers study other infectious disease apps in the context of public health surveillance.

FACTORS INFLUENCING THE PURCHASE INTENTION OF MICRO TRANSACTIONS IN FREEMIUM MOBILE GAMES IN BANGKOK: A CASE OF HONKAI STAR RAIL

Purpose: The purpose of this research is to determine the significant influence of Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value, and Game Satisfaction towards purchase intention of microtransactions in freemium mobile games in Bangkok in the case of Honkai: Star Rail. Understanding these influencing factors can help game developers and stakeholders gain valuable insights into player behavior and develop monetization strategies to maximize positive player experiences and revenue. Design/methodology/approach: This research uses primary and secondary data collection methods in addition to descriptive and inferential data analysis techniques to analyze the factors influencing the purchase intention of microtransactions in freemium mobile games. The data was collected from 396 respondents who live in Bangkok, have played Honkai: Star Rail on a smartphone, and have the intention to purchase microtransactions in Honkai: Star Rail. This research referenced twelve theoretical frameworks from previous studies to construct a conceptual framework. Findings: This research shows that Performance Expectancy, Hedonic Motivation, and Game Satisfaction have a significant influence on the purchase intention of microtransactions in freemium mobile games in Bangkok in the case of Honkai: Star Rail. Research limitations/implications: Because of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further. Practical implications: This research offers valuable insights for game developers and stakeholders to enhance monetization strategies for freemium games like Honkai: Star Rail. Social implications: This research highlights the growing influence of mobile gaming on consumer behavior. This has broader implications for discussions around digital consumption, addictive behaviors, and the ethics of in-game purchases, prompting stakeholders to consider responsible game design and marketing practices that prioritize player well-being while maximizing revenue. Originality/value: This paper fulfils an identified need to study the factors influencing microtransaction purchase intentions within the Bangkok market.

Energy Market Price Forecasting and Financial Technology Risk Management Based on Generative AI

Abstract: The volatility of global energy markets, particularly electricity prices, plays a crucial role in influencing international economic activities. With the ongoing global energy transition and the push for low-carbon development, predicting electricity prices has become increasingly important for policymakers and market participants. This paper explores the forecasting capabilities of the ARIMA and LSTM models in analyzing electricity prices in the United States, drawing from data spanning 2001 to 2024.ARIMA, a traditional time series model, is valued for its simplicity and effectiveness in capturing linear trends, while LSTM, a deep learning-based model, excels at handling long-term dependencies in complex datasets. This study reveals that while both models offer valuable insights, each exhibits limitations. ARIMA struggles with non-linear patterns and volatility, whereas LSTM tends to underestimate extreme price values. The findings highlight the potential of hybrid models that combine traditional and machine learning approaches to enhance forecasting accuracy in the increasingly dynamic energy market. This research provides essential guidance for improving decision-making processes in the context of the global shift towards clean energy.

Exploring visitor’s satisfaction and recommendation intention at mega sporting events using the S-O-R model with host country hospitability as moderator

ABSTRACT Research question This study aims to study visitor satisfaction and recommendation intention at mega sporting events using the Stimulus-Organism-Response (S-O-R) model, with host country hospitability as a moderator. Research method Data collected from 321 respondents were analyzed through partial least squares Structural Equation Modeling (PLS-SEM), and the findings of this study revealed that visitor satisfaction is affected by the ambient conditions, amenities, and convenience of the venue. Results and Findings The findings also revealed that perceptions of price value have a modest effect on visitor satisfaction. Visitor satisfaction, in turn, significantly drives recommendation intention. The moderating role of host country hospitability presents mixed results. It enhances the positive impact of ambient conditions and convenience on visitor satisfaction but does not significantly affect the relationships between price value or amenities and satisfaction. This implies that organizers of mega sporting events should focus on creating a pleasant environment and facilitating good amenities and easy access. In addition, a host country's hospitability can enhance visitor satisfaction, particularly through a welcoming atmosphere and convenient arrangements. Implication This study contributes to the existing body of event and tourism management, specifically in the context of mega sporting event. The study's findings will help service providers and policymakers to develop more robust strategies for the future mega sporting events by enhancing the visitor satisfaction, particularly through a welcoming atmosphere and convenient arrangements.

The Impact of Price Value, Driving Range, Charging Station Availability, and Monetary Incentive Policy on Intention to Buy Electric Vehicles in Jabodetabek-Indonesia

The Impact of Price Value, Driving Range, Charging Station Availability, and Monetary Incentive Policy on Intention to Buy Electric Vehicles in Jabodetabek-Indonesia

The Literature Review on UTAUT 2: Understanding Behavioral Intention and Use Behavior of Technology in the Digital Era

In the rapidly developing digital era, technology has become an indispensable aspect of human life, and has penetrated various fields including work, education and lifestyle. Understanding behavioral intentions and technology use behavior has become an important endeavor for individuals and organizations. In response, researchers have developed a variety of models to analyze this behavior, with the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) as a comprehensive theoretical framework. This review investigates UTAUT 2 based on research published between 2012 and 2024, exploring its significance in deciphering the complexities of technology adoption in the digital era. By examining factors such as performance expectancies, effort expectancies, social influences, facilitating conditions, hedonic motivation, price values, and habits, this review explains their influence on individual decision making. In addition, it evaluates empirical research, addresses emerging criticism, and explores recent advances, aiming to contribute to the advancement of knowledge in technology acceptance. Despite its advantages, UTAUT 2 faces challenges such as contextual adaptation and predicting dynamic behavior. Nevertheless, the future of this technology remains promising as research efforts continue to refine and expand its application in navigating the ever-evolving digital landscape.

МАРКЕТИНГОВІ ДОСЛІДЖЕННЯ ВПЛИВУ ЦІНОВОЇ ПОЛІТИКИ НА ПОВЕДІНКУ СПОЖИВАЧІВ

Abstract Introduction. Economic terms "marketing pricing policy" are considered in the article, "behavior of consumers", interpretation different foreign and home scientists, it is given their description. The role of marketing pricing policy is investigational for companies and consumers of products or services. It is considered types of consumer behavior and their reaction on a price. The purpose of the article. Research of approaches in relation to determination of concept "marketing pricing policy" their value and terms of pricing, consideration of term "behavior of consumers", research of types of behavior of consumers and their reaction on a price. Methods. During research the methods of comparison, analysis, synthesis, abstraction, theoretical, historical and logical generalization are used. The dialectical method of research became methodological basis. Results. It is exposed essence of economic term "marketing pricing policy" and "behavior of consumers". The conducted research showed that a competent price policy is an important component of the company's marketing strategy, because the price is one of the key factors taken into account by consumers when making purchase decisions. The study of consumer behavior is a priority area in the activity of any company, because consumers, after purchasing goods, bring profit to it. Therefore, for the successful operation of the company, customers must be in the center of attention. By studying consumers, their motives, wishes, price categories, and purchase processes, companies try to offer buyers exactly what they need. Conclusiоns. A study of theoretical and practical aspects of the marketing policy of pricing and consumer behavior was conducted, the types of consumer behavior and their reaction to the price were investigated. It was determined that the influence of marketing price policy on consumers is a key factor in making a purchase decision. Price politics determines the cost of commodities and services, that influences on perception of general utility of product consumers. The question of the factors that influence the behavior of consumers that most encourage the purchase of goods or services requires further research. Defining the role and place of price in making a purchase.

A Conceptual Framework of Navigating Digital Banking: How Gender Impacts Adoption Intentions in Klang Valley

Malaysian banking users have encountered negative experiences while adopting traditional bank services. Several customers and businesses face limited access to traditional banking products and services due to factors such as low or irregular income, bad credit, or a lack of conveniently located banks. The acceptability of digital banking products and services in Malaysia is currently unknown and inadequate due to the general lack of familiarity among Malaysians with the notion of digital banking. Conventional methods of analyzing consumer behavior, which primarily consider historical data and current resources, will not result in the achievement of branchless banking in the future. This paper presents a framework that examines how various factors such as performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value, and habit may influence behavioral intention. Additionally, the framework considers gender as a moderator variable. The results of this study are anticipated to expand the existing body of knowledge on behavioral intention and bring advantages to marketers and digital banking providers.