Theory Of Reasoned Action Research Articles

Pengaruh Penggunaan Teknologi Informasi, Keahlian Pemakai, dan Intensitas Pemakaian terhadap Kualitas Informasi Akuntansi dengan Budaya Organisasi sebagai Variabel Moderasi

The aim of this research is to analyze the influence of the use of information technology, user expertise, and intensity of use on the quality of accounting information with organizational culture as a moderating variable in the Palembang city regional work unit (SKPD). The sample for this research was 266 respondents as government employees in SKPD Palembang City. Data was collected through a questionnaire and obtained 167 respondents. Data analysis in this research uses a PLS-based Structural Equation Modeling (SEM) approach using Smartpls. The tests carried out are convergent validity test, validity and reliability test, discriminant validity test, R-Square test. To test the hypothesis, the data from the research questionnaire were analyzed using bootstrapping calculations. The research results show that the use of information technology, user expertise, and intensity of use have a positive effect on the quality of accounting information. Meanwhile, organizational culture cannot moderate the use of information technology, user expertise, and intensity of use on the quality of accounting information. The implication of this research is that it can provide practical benefits for regional work units in the city of Palembang. Another implication is to support the theory of reason action in the study.

Factors Influencing the Intention to Use E-Wallet by using Theory of Reasoned Action (TRA) & Technology Acceptance Model (TAM): Evidence from Consumer in Malaysia

Factors Influencing the Intention to Use E-Wallet by using Theory of Reasoned Action (TRA) & Technology Acceptance Model (TAM): Evidence from Consumer in Malaysia

How to trigger user’s willingness to participate in the metaverse? An exploration of the significant factors of the metaverse

The issue of the metaverse has been widely discussed. The purpose of this research is to investigate users’ willingness to participate in the metaverse. This study used the self-efficacy theory and Theory of Reasoned Action (TRA) to explore their willingness to attend the metaverse. Furthermore, the study explored how the basic concepts of the metaverse (Avatars, Decentralized Value Exchange, and Immersive Experience) influence the users’ attitudes (Presence in Second-Life, 3D Interactivity, and Play-to-Earn) toward and willingness with respect to participating in the metaverse. A total of 150 valid experts’ responses were collected through an online questionnaire and analyzed through structural equation modeling. The results revealed that Presence in Second-Life and Play-to-Earn significantly impact the respondents’ willingness to participate in the metaverse. Moreover, 3D Interactivity affected their participation to willingness through Presence in Second-Life and Play-to-Earn.

Consumers’ attention, experience, and action to organic consumption: The moderating role of anticipated pride and moral obligation

Scholars have devoted much attention to explaining consumers’ green consumption behavior as its importance continues to grow. In this study, we propose a new theoretical framework that integrates the norm activation theory (NAT), theory of reasoned action (TRA), and theory of consumption behavior (TCV) to explain consumers’ organic food consumption. First, we integrate the green consumption value (GCV) with five consumption values (functional, social, emotional, conditional, and epistemic) from the classic TCV model to explain the relationship between NAT and TRA. Second, we introduce two variables related to consumers’ source of interest: anticipated pride (individual) and moral obligation (social), which moderate the relationship between GCV and TRA. A total of 212 survey responses were collected from Chinese consumers and analyzed using the partial least squares structural equation method (PLS-SEM). Our results demonstrate that NAT as an internal exposure, interpreted as an individual’s attentional factor, influences the five dimensions of GCV as an external exposure (i.e., an individual’s experiential factor), which in turn affects TRA. We also show that anticipated pride strengthens the impact of GCV on subjective norms and attitudes in the TRA, while moral obligation affects the impact of GCV on behavioral intentions only. This study contributes to the literature by proposing a more holistic model that accounts for individuals’ internal and external exposure during organic food consumption by integrating NAT, TCV, and TRA, and suggests both individual and social interests as moderators.

The Impact of Online Customer Reviews Mediated by E-trust on Purchase Intention in Shopee Indonesia

Rapid technological developments have changed shopping behavior from offline shopping to online shopping. This is marked by the growth of e-commerce, especially in Indonesia. The rapid development of e-commerce has made it easier for consumers to shop online. The existence of e-commerce makes it easier for everyone to fulfill their needs because they can carry out transactions without limitations of place and time. When carrying out online shopping activities, consumers will face various risks that can cause losses. The lack of meeting between the seller and the buyer will influence the formation of the buyer's sense of trust in the seller which will also influence the intention to buy. One way to minimize this risk is to find information about the product before deciding to buy. The online customer review feature is considered important in helping minimize risk and can also influence purchasing intentions. E-Trust plays an important role in increasing purchasing intentions. E-trust will indirectly be formed by seeing positive reviews from customers who have previously made purchases. This research aims to analyze the influence of online customer reviews on purchase intentions using e-trust as a mediating variable. Understanding these dynamics is very important for businesses who want to improve their strategy on e-commerce platforms, which in this research is Shopee. By deepening several theories, such as Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA), and Theory of Planned Behavior (TPB), to find out the factors that influence purchase intentions so that can produce an effective strategy. This research uses SPSS 26.0 software to analyze survey data, verifying the relationship between online customer reviews and purchase intention with e-trust as a mediating variable.

The Influence of Perceived Value, And Trust on Wom and Its Impact on Repurchase Intention

Objective: to analyze the relationship between Perceived Value to WoM, trust to WoM and Repurchase Intention of Coffee Shop. Theoretical Framework: This study uses a consumer behavior framework, especially the theory of reason action and word of mouth. Method: This research uses a quantitative approach with a survey design using a sample of 165 with convenience sampling technique. The data analysis technique used is Structural equation modeling (SEM); with the Smart PLS device to test the outer model and inner model. Result: Based on the results of data analysis, it shows that perceived value, trust and word of mouth have a direct effect on repurchase intention. Apart from that, Perceive value and trust have an indirect effect on repurchase intention with word of mouth as a mediation. Implications: The results of this study show that to increase repeat purchases by consumers, it is necessary to increase consumer trust and perceived value to increase word of mouth Originality/Value: The results of the study contribute to coffee shop efforts to increase repurchase intentions in the future by increasing consumer value and trust

Exploring Visitors’ Pro-environmental Behaviors at Urban Forest Destinations

Our theoretical framework was intricately crafted to illuminate the decision-making dynamics of visitors in urban forest destinations. The primary objectives of this study were to scrutinize visitors' pro-environmental behavior (PRB), employing the Theory of Reasoned Action (TRA) as a foundational framework, and extending it by incorporating key factors such as connectedness to nature, biospheric value, environmental empathy, attitude, positive anticipated emotion, moral norms, subjective norms, and natural/local resource conservation intentions, within the unique context of urban forest destinations. Utilizing GSCAM, the framework’s measurement quality is affirmed as being adequate. Findings from the structural model and necessary condition analysis (NCA) robustly supported the hypothesized associations within the proposed theoretical framework. Notably, cognitive and affective appraisals, along with moral considerations, emerged as salient in shaping visitor intentions. Furthermore, empirical support was observed for the hypothesized impact of natural resource conservation intentions on determining PRB, providing nuanced insights into the factors influencing pro-environmental actions in urban forest destinations. This comprehensive approach not only enhances theoretical understanding but also offers practical applications for promoting sustainable behaviors in these unique settings.

The Influence of Souvenir Shopping and Destination Image on Digital Advocacy Behavior Through Tourist Satisfaction in Magetan District, Indonesia

Introduction: This research aims to analyze tourist behavior after visiting tourist destinations in the Magetan district, namely how satisfaction can encourage tourists to advocate for others through digital devices and social media. Theoritical Reference This research uses consumer behavior theory, the Theory of Reasoned Action (TRA), and the Theory of Planned Behavior (TPB) as grand theories. This research is quantitative research with a survey method. Research variables studied Souvenir Shopping, Destination Image, Tourist Satisfaction, and Digital Advocacy Behavior. Method: Research variables studied Souvenir Shopping, Destination Image, Tourist Satisfaction, and Digital Advocacy Behavior. The population is all visitors to tourist destinations in Magetan Regency, a sample of which was taken as many as 267. The research hypotheses are 5 direct influences and 2 mediating influence hypotheses. Data testing uses Path Analysis and Sobel Test. Results and discussion: The research results show that first, the Souvenir Shopping and Destination Image variables partially influence Tourist Satisfaction. Second, the variables Souvenir Shopping, Destination Image, and Tourist Satisfaction also partially influence Digital Advocacy Behavior. Third, the Tourist Satisfaction variable can mediate the influence of the Souvenir Shopping and Destination Image variables on Digital Advocacy Behavior. Conclusion: What can be concluded from this research is that both satisfaction and dissatisfaction with tourist visits, the experience of shopping for souvenirs, and the experience of enjoying tourist destinations can encourage tourists who have visited tourist destinations in the Magetan district to advocate for other people so they are willing to visit. Managers of tourist destinations in Magetan need to maintain and develop the image of tourist destinations by creating new concepts and maintaining the uniqueness and convenience of shopping for souvenirs so that publicity by tourists through Digital Advocacy always increases.

Determinants of mobile health (M-Health) application adoption, usage and discontinuity among corporate workers diagnosed with hypertension and diabetes

PurposeThis study examined the determinants of mobile health (M-Health) application, adoption, usage and discontinuation among corporate workers diagnosed with hypertension and diabetes in Ghana.Design/methodology/approachThe diffusion innovation and reasoned action theories were employed using an exploratory design. Three hundred corporate workers diagnosed with diabetes and hypertension from three health facilities for the past six months were sampled for the study using a multi-stage sampling technique and administered questionnaires. Descriptive statistics and logistic regression tools were employed in the analysis of data.FindingsThe study found a significant number of factors influencing m-health applications adoption, usage and discontinuity. These factors include nature and demand of job, perceived advantage, compatibility, complexity, triability, aesthetics and trust. Aesthetics emerged as the strongest predictive factor for the adoption, usage and discontinuity of use among diabetic and hypertensive corporate workers. With the adoption of M-Health applications, compatibility, as well as nature and demand of job, were significant predictors. With the usage of M-Health applications, complexity, triability, aesthetics and trust were significant predictors. Moreover, perceived advantage, compatibility, complexity and triability influenced significantly the choice to discontinue using M-Health applications. The study concluded that M-Health application functionalities play a valuable role in patients’ intention to adopt, use and discontinue the use of an M-Health application in Ghana.Originality/valueThis exploratory study offers in-depth insight into how major M-Health application features affect its adoption, usage and discontinuity, providing crucial information for future research and the improvement of chronic condition healthcare delivery.

The contributions of corporate social responsibility in textile and apparel industry toward consumers’ purchase intention: Perceived quality and corporate image as mediators

Corporate Social Responsibility (CSR) plays a pivotal role in the development of enterprises and entire industries, serving as a communication bridge between business organizations and consumers. Grounded in the Theory of Reasoned Action (TRA), this study aims to investigate the contribution of CSR in the textile and apparel industry to consumers’ purchase intentions, with perceived quality and corporate image as mediators. To achieve this objective, the study first formulates hypotheses and a theoretical model based on relevant works. Subsequently, through an extensive review of literature and interview surveys, key indicators for CSR, perceived quality, corporate image, and purchase intention are identified, along with their corresponding scales. These scales are then distributed to consumers to collect questionnaire data, which is further integrated into a stepwise regression model and mediating model to test the theoretical model. The results provide insights into the contribution of various dimensions of CSR to consumers’ purchase intentions and validate the role of perceived quality and corporate image as mediators. There are two contributions to this work: (1) unveiling the important role of perceived quality and corporate image in connecting CSR and consumers’ purchase intention, offering a novel theoretical framework for the study of sustainable development in the textile and apparel industry and other industries or settings. (2) furnishing the textile and apparel industry with insights to better comprehend and respond to the relationship between CSR, perceived quality, and purchase intention, thereby achieving more substantial economic and social benefits.

Antecedents of Customer Loyalty in The Telecommunications Industry -Evidence from Bangladesh

With the rapid growth of the telecommunications industry in Bangladesh, many people have adopted this communication process. While previous studies have extensively examined the adoption of mobile services, few have focused on customer loyalty and satisfaction in Bangladesh. This study primarily investigates the factors that impact customer loyalty in the Bangladeshi context of the telecommunications industry. The Theory of Reasoned Action (TRA) is used as the underlying theory to explain customer loyalty. A quantitative research strategy was employed, and data was collected through a self-administered questionnaire survey, with 360 out of 382 collected questionnaires being usable for analysis, resulting in a 94.24% usable data response rate. Partial Least Square Structural Equation Modeling (PLS-SEM) with the assistance of Smart PLS 4.0 was used to analyze the collected data. The study's findings indicate that price and consumers' trust significantly affect customer satisfaction and loyalty in Bangladesh and have the same impact on the indirect effect of price and consumers' trust on customer loyalty through customer satisfaction. The proposed model highlights important and significant factors in customer satisfaction and loyalty, allowing telecommunications industry managers to identify the specific antecedents of loyalty and focus their policies on these, particularly in terms of price and consumers' trust in Bangladesh. Furthermore, this study offers numerous theoretical and practical implications for academics and practitioners. While the validation of this model in the telecommunications sector provides a novel perspective on comprehending customer loyalty from both theoretical and practical standpoints, it is important to acknowledge that there might exist additional factors influencing customer loyalty that warrant inclusion in future research endeavors. This research is one of the few to conceptually underpin the theoretical concept of exploring customer loyalty in a developing country like Bangladesh. Similarly, these findings may be applicable to other similar developing countries.

The Prospect of Business Undergraduates’ Intention to Engage in Digital Entrepreneurship: Do the Government Initiative Matters?

The synergies between rapid information technology (IT) development and the shifting paradigms of economic transactions have led to the emergence of digital entrepreneurship. This study aims to investigate potential precursors affecting the intention of final-year business students to engage in digital entrepreneurship. This research was examining the IT acceptance among the business students by employing two tailored technology acceptance models (TAM) based on theory of planned behaviour (TPB) and theory of reasoned action (TRA) models. A sample of 302 respondents were analysed using SPSS and Smart-PLS. The results revealed that fresh graduates’ intentions to engage in digital entrepreneurship were significantly influenced by their own attitudes towards IT. The study also reaffirmed that the dimensions of Ajzen’s Theory of Planned Behaviour model, among others, attitude towards information technology (IT), perceived usefulness, perceived ease of use, subjective norms except perceived risk have a “direct effect” on undergraduates’ interest in an Internet-based business model. Although the results have contributed to the paucity of the empirical research in digital entrepreneurship particularly in the Asian region, the availability of information technology, government resources and support to affect the digital usage and behaviour are not to be underestimated.

AN EXTENDED APPLICATION OF THE THEORY OF REASONED ACTION (TRA) MODEL IN PREDICTING TOURIST LOYALTY: THE MEDIATING ROLE OF DESIRE IN HEALTH & SPA TOURISM

This research sought to examine the predictive power of an extended version of the Theory of Reasoned Action (TRA) model that incorporates desire to understand tourists' loyalty intentions towards a health & spa center. The findings substantiate the model's high explanatory capacity and underline its relevance in the context of health tourism. It was found that positive attitudes towards health tourism services and the influence of subjective norms, which embody the opinions of tourists' social contacts, significantly influence loyalty intentions. Importantly, desire, which was included as an extension of the traditional TRA model, emerged as a crucial factor in this relationship, serving as a significant mediator between both attitudes and subjective norms and loyalty intentions. Our study highlights the central importance of understanding and considering desires when designing management strategies and recommends the implementation of targeted marketing campaigns, personalized offers and the continuous collection of customer feedback based on desire-based segmentation. This study contributes to the existing literature by extending the application of the TRA model to the health and wellness tourism sector and emphasizing the crucial role of desire as a mediator in promoting customer loyalty.

Knowledge, Attitudes, and Subjective Norms Associated with COVID-19 Vaccination among Pregnant Women in Kenya: An Online Cross-Sectional Pilot Study Using WhatsApp.

COVID-19 vaccination during pregnancy has been recommended, but the perceptions related to uptake remain unexplored. This pilot study aimed to explore how perceptions influence COVID-19 vaccine uptake among a sample of 115 pregnant women in Kenya, recruited via WhatsApp. Data were collected using an adapted online questionnaire between May and October 2022. Logistic analyses assessed the relationship between COVID-19 vaccination uptake and the Theory of Reasoned Action (TRA) constructs: attitudes and subjective norms. COVID-19 vaccination coverage was 73%, with vaccine hesitancy estimated at 41.4% among the unvaccinated group. Most participants had completed college education and had good knowledge of COVID-19 vaccines. There was no significant effect of enrollment in WhatsApp pregnancy groups on attitudes toward COVID-19 vaccination. Pregnant women were concerned about vaccine effectiveness (31.1%), and almost one-half (47.3%) were discouraged from receiving COVID-19 vaccines. Positive attitudes towards vaccination were associated with COVID-19 vaccination (aOR 2.81; 95% CI 1.12-7.04; p = 0.027), but no significant relationship was found between COVID-19 vaccination and strong subjective norms (influences to get COVID-19 vaccines). Our findings suggest that strategies to improve vaccination should consider targeting attitudes and proximal social networks (friends/family) to facilitate vaccination decision-making. WhatsApp can be used for research distribution and enhance the dissemination of accurate information.

Perceived risk factors assessment: during pandemic via digital buying

PurposeThe present study is intended to assess the risk factors associated with digital buying. Also aims to design and develop an instrument to assess the digital buyers risk factor score (DBRFS) in light of pandemic.Design/methodology/approachPresent investigation uses a quantitative approach to achieve the stated objectives. The survey instrument for the purpose of assessing risk factors associated with digital buying was developed in two phases. The present study adopts theory of planned behaviour (TPB), built based on the theory of reasoned action (TRA). The data were collected and analysed considering 500 valid responses, sampling unit being digital buyers using social media platforms in tyre-II city of India. The data collection was undertaken between June 2021 and August 2021. The instrument is designed and validated using exploratory factor analysis (EFA) followed by confirmatory factor analysis (CFA).FindingsThe present research identified six perceived risk factors that are associated with digital buying; contractual risk, social risk, psychological risk, perceived quality risk, financial risk and time risk. The DBRFS of male is 3.7585, while female is 3.7137. Thus, risk taking by the male and female is at par. For the age group 15–30, DBRFS is 3.6761, while age group 31–45 noted as 3.7889 and for the 46–50 age groups it is measured as 3.9649.Practical implicationsThe marketers are expected to have the knowledge about how people responds to the pandemic. The outcome of the research helps to understand consumer behaviour but disentangling consumer’s “black box” is challenging especially during global distress. The present study outcome helps the digital shopkeepers to respond positively to meet the needs of digital buying.Originality/valueThe scale development and to quantify the DBRFS. A deeper understanding of about digital consumers during pandemics will help digital shopkeepers to connect issues related digital buying.

Examining the adoption decision of Islamic electronic banks in Jordan

This study aims to examine the factors affecting Jordanian Islamic banks’ customers’ adoption of electronic banks. The study relied on quantitative methods, where the study designed a questionnaire based on the Technology Acceptance Model (TAM) which derived from the Theory of Reasoned Action (TRA). The study sample consisted of 470 respondents. The study applied the Partial Least Squares Structural Equation Modeling (PLS-SEM), where the results of the Chi-square test and the standardized root mean square residual (SRMR) test showed the validity of the model for analysis. The results showed that usefulness, privacy, and awareness affect the adoption of e-banking, and that ease to use and electronic skills affect the adoption of e-banking through usefulness. The results also show that Infrastructure does not affect the adoption of e-banking, and Convenience does not affect the adoption of e-banking through Intention to use e-banking. The study advises Islamic banks to spread awareness about the importance of electronic banking and design easy-to-use electronic services that enjoy privacy and security.

A Comprehensive Review on How Cyber Risk Will Affect the Use of Fintech

The use of fintech is getting closer to everyday life. However, in this case the use of fintech is also getting closer to cyber threats. Cybercrime ranks highest in terms of threats to the use of technology. This indicates user security which can be a target for cybercriminals. To take precautions, companies must carry out a risk assessment in order to minimize cyber problems that can occur. The things that will be discussed in this study are related to what risks can occur in using fintech and what are the frameworks that can be a tool for risk assessment. Through this research, a total of 31 articles will be reviewed from selected databases that already have a reputation for the quality of their articles. The results show that cyber-related risks can be categorized based on the type of crime. Overall, the user acceptance measurement model for Fintech serves to assist developers and enterprises in understanding, predicting, and increasing user acceptance of Fintech solutions, as well as informing the development of effective product strategies and improvements. There are several models in this review that measure the impact of cyber risk for fintech. The models that can be used as a measure of technology adoption for Fintech users are the Unified Theory of Acceptance and Use of Technology (UTAUT), the Protection Motivation Theory (PMT), the theory of the Sustainable Information Society (SIS), Theory of Reasoned Action (TRA), and Theory of Planned Behavior (TPB). To overcome this is with a risk assessment that can be carried out using the COBIT framework, ITIL, ISO 27001, ISO 27002, ISO 27003, ISO 27005, ISO/IEC 155044, NIST, FMEA, and the OCTAVE Allegro Framework.

Modelling Halal Cosmetics Purchase Intention among Millennial Female Consumers

Thai millennial female Muslims’ Halal cosmetic purchase intentions are examined in this study. A quantitative research approach was used. A self-administered survey questionnaire was used for purposive sampling. This research utilized the diffusion of innovation theory (DOI), theory of planned behavior (TPB), and theory of reasoned action (TRA) to explain millennial female Muslims’ Halal cosmetics purchasing intention. The research results suggest that PV, PU, innovativeness, attitude, and Halal awareness influence Halal cosmetic purchase intent. An independent samples test was also given to Islamic studies or other disciplines. Both groups were reflective of millennial female Muslims’ cosmetic spending habits and had similar Halal cosmetic purchase goals. This research provides evidence-based knowledge to enable Halal cosmetics policymakers and practitioners to choose features and functions that users will completely embrace. This study’s findings may also help Halal cosmetics companies choose product types, designs, and features. This study improves Halal product marketing with two unique focuses. Cosmetics are less studied than Halal food, so it starts there. Second, it considers millennial female Muslims, who are likely to buy more specifically than other millennials. This study’s novelty is in considering these two aspects, which are pertinent to contemporary business marketing arguments.

DIGITAL MARKETING FEATURES IN TIK TOK INFLUENCE PURCHASE DECISION: A STUDY AMONG USIM STUDENTS

Due to the rise of social media, it has become a popular medium for marketers to generate qualified leads, launch new products, communicate with target audiences, and increase brand awareness quickly and effectively. Advancement of technology with the existence of the internet enable globally transmitted information in a faster way and focusing on social media presence as an effective platform for digital marketing. Marketers can use social media to display their products in creative ways, such as by creating videos. TikTok is among the most widely used social media. This study investigated an understanding about the digital marketing features in TikTok influence purchase decisions among students. Due to the fact that the information published on TikTok is short, entertaining, trendy, creative, and highly engaging, these platforms have become well-liked for marketing campaigns. Therefore, the purpose of this research is to study about digital marketing features in TikTok that can influence students in purchasing decisions.
 This research will provide new insights into the reasons and the effect of digital marketing features by using the TikTok platform. For this study, a qualitative research design through the in-depth interview was used, with 6 informants and interview questions were prepared. The interview questions were designed to help researchers accomplish the objectives of the research. Informants for this study mainly focused on students from the Faculty of Leadership and Management (FKP), USIM (Universiti Sains Islam Malaysia) who were selected by purposive sampling. The Theory of Reasoned Action (TRA) has been used in this research to examine how an individual's attitude toward a behaviour can reflect their evaluation or generally feel about that behaviour. It has also been used to measure the subjective norms within a person's perception of social pressure to engage in or avoid from engaging in a specific behaviour, which builds a strong foundation for the consumer purchase decision. This study found that the digital marketing features in TikTok that can influence students’ purchase decisions are TikTok Shop, Short video content, and TikTok’s live sales. Other than that, the effect of the digital marketing features could lead someone to become extravagant and addicted behaviours. This approach will allow current and future researchers to gain a better understanding of the digital marketing features in TikTok that can influence purchase decisions among students and its effect.

Determinants for university students’ location data sharing with public institutions during COVID-19: The Italian case

Abstract Data on real-time individuals’ location may provide significant opportunities for managing emergency situations. For example, in the case of outbreaks, besides informing on the proximity of people, hence supporting contact tracing activities, location data can be used to understand spatial heterogeneity in virus transmission. However, individuals’ low consent to share their data, proved by the low penetration rate of contact tracing apps in several countries during the coronavirus disease-2019 (COVID-19) pandemic, re-opened the scientific and practitioners’ discussion on factors and conditions triggering citizens to share their positioning data. Following the Antecedents → Privacy Concerns → Outcomes (APCO) model, and based on Privacy Calculus and Reasoned Action Theories, the study investigates factors that cause university students to share their location data with public institutions during outbreaks. To this end, an explanatory survey was conducted in Italy during the second wave of COVID-19, collecting 245 questionnaire responses. Structural equations modeling was used to contemporary investigate the role of trust, perceived benefit, and perceived risk as determinants of the intention to share location data during outbreaks. Results show that respondents’ trust in public institutions, the perceived benefits, and the perceived risk are significant predictor of the intention to disclose personal tracking data with public institutions. Results indicate that the latter two factors impact university students’ willingness to share data more than trust, prompting public institutions to rethink how they launch and manage the adoption process for these technological applications.