Technology Acceptance Research Articles

Engineering Students’ Adoption of Generative AI

Generative AI, such as ChatGPT, Google Gemini, Bing CoPilot, and similar models, bring changes in how students interact and search for knowledge online. Researchers are increasingly interested in exploring the factors that influence this change in student interaction with generative AI. This study examines the factors that influence students' intention to use generative AI in the context of a Bangladeshi engineering university. As part of a larger study, this research reports initial findings from pilot data. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), the study examines the role of social influences and cognitive processes in AI adoption of students. Using a quantitative research approach, the study reveals that factors such as social influence, student image, job relevance and perceived usefulness significantly influence students' intention to use generative AI. While male and female students have similar attitudes towards the use of generative AI, local students significantly differ from international students in perceived usefulness, perceived ease of use, and result demonstrability of generative AI tools. These observations can guide educational institutions to integrate generative AI models in the learning environment and offer more interactive and personalised learning experiences for students.

Affording Social Experience for Adolescents Using Immersive Virtual Reality: A Moderated Mediation Analysis

Background: Immersive virtual reality (IVR) serves as a promising tool to provide adolescents with enriched social experience due to its high-fidelity simulations and multimodal interaction. This study aims to design and develop a multi-user IVR collaborative game utilizing simultaneous localization and mapping (SLAM)-based inside-out tracking technique to foster social experience among students. Also, this study explored the mechanism by which technology acceptance affected social experience in the IVR collaboration game, focusing on the mediating effects of presence, collective efficacy, and group effectiveness, as well as the moderating effect of social–emotional competence (SEC). Methods: A total of 104 seventh graders from a middle school in Central China participated in this study and completed the questionnaire. Finally, 87 valid questionnaire responses were retrieved. Results: The results revealed that technology acceptance both directly and indirectly influenced social experience. The mediation analysis revealed a key pathway influencing social experience: technology acceptance → presence → collective efficacy → group effectiveness → social experience. However, no moderating effect of SEC was found in the relationship between technology acceptance and social experience, group effectiveness, and social experience. Conclusions: Based on these results, more appropriate IVR interventions could be developed for social–emotional learning among children and adolescents.

Immersive Virtual Reality: A Novel Approach to Second Language Vocabulary Acquisition in K-12 Education

Today, immersive virtual reality (IVR) is increasing in popularity in a broad range of fields, including science, pedagogy, engineering and so forth. Therefore, this study discusses the Unified Theory of Acceptance and Use of Technology (UTAUT), which can be used to examine the factors that influence the adoption of immersive VR in the classroom, particularly in second language (L2) vocabulary acquisition. The sample for this study included 32 intermediate students and their teacher. For the purpose of evaluation, the researcher used partial least squares structural equation modelling (PLS-SEM) techniques to analyze the results. The findings of the students’ survey showed that performance expectancy, effort expectancy and social influence were seen to have had a positive impact on the intention to use immersive VR. Likewise, the findings indicated that facilitating conditions were seen to have had a positive impact on the use behavior of actually using immersive VR, whereas behavioral intentions did not. In addition, the teacher’s survey demonstrated a favorable view regarding the potential of immersive VR technology to support teaching L2 vocabulary acquisition. This particular study encouraged educators and educational technologists to utilize immersive VR games as a teaching–learning tool to reduce the challenge of L2 vocabulary acquisition.

Consumer Acceptance of Central Bank Digital Currency in a Fully Launched Market

Since 2020 the number of countries and currency unions exploring the implementation of central bank digital currency (CBDC) has increased by approximately 300 percent. The literature shows an abundance of technical feasibility studies and a dearth of research on consumer adoption. This study investigates consumer adoption of CBDC in a market (Jamaica) in which it was already launched. Data was collected from 200 respondents based on a convenience sample. A conceptual model was constructed based on the unified theory of acceptance and use of technology. To validate the model and test the six hypotheses we employed PLS-SEM partial least squares structural equation modeling. Three of the six hypotheses were supported: behavioral intention has a significant positive impact on user behavior, social influence had a significant positive impact on behavioral intention, and facilitating conditions has a significant positive impact on user behavior. Age and gender had no moderating effect. This is the first study done in a market where CBDC was implemented, done on consumers and provided jurisdictional recommendation to create network effects and increase adoption

Development of an AI Moral Education Assessment Tool: Identifying and Validating Key Factors through Factor Analysis

This research identified factors contributing to the development of an effective moral education evaluation tool in the context of Artificial Intelligence by using Factor Analysis By exploring these factors , the study seeks to enhance the quality of moral education and provide valuable insights for education administrators.Three hundred respondents who were actively involved in moral education programs at Yichun University in China were selected as participants in this study.Based on the factor analysis, there are five (5) factors that were extracted in the development of moral education and these are: training and support, ethical principles and guidelines, educational innovation, educational technological advancement, and acceptability and adaptability.

The Frontier Areas’ Student Acceptance of Physics Fun-based Mobile Application: Incorporating the Process-Oriented Guided-Inquiry Learning (POGIL) Strategy

The acceptability of technology is an essential factor to consider, particularly in frontier areas that encounter challenges related to availability and limited educational resources. This study aims to evaluate the acceptance of physics learning tools in a virtual laboratory (V-Lab) platform, utilizing the POGIL strategy, referred to as the Physics Fun-based mobile application. Mobile learning refers to the learning process carried out through mobile devices such as smartphones. The implementation took place at a senior high school located in West Papua Province, one of Indonesia's frontier areas, with 136 students participating. The Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) were employed in this quantitative study. Structural Equation Modeling (SEM) was implemented for data analysis. The findings indicated that Attitude (ATT) and Behavioral Intention (BI) were significantly influenced by Perceived Ease of Use (PEU) and Subjective Norm (SN), respectively, while Perceived Usefulness (PU) did not have a direct effect on ATT. As a result, to enhance the acceptance of technology, teachers and technology developers should prioritize enhancing ease of use and reinforcing social factors. This should be done with a particular emphasis on the social benefits and simple accessibility of technology in the learning process, particularly in frontier areas.

Factors influencing telehealth adoption among consumers in Malaysia

This study investigates the factors influencing the adoption of telehealth among consumers in Malaysia, aiming to understand the impact of effort expectancy, performance expectancy, computer self-efficacy, and trust on the intention to use telehealth, building on the Unified Theory of Acceptance and Use of Technology (UTAUT). A quantitative descriptive methodology was used, collecting data from 390 Malaysian consumers via an online survey. The data were analyzed using IBM SPSS software to evaluate the relationships between the variables. The analysis revealed significant positive relationships between all examined factors and the adoption of telehealth. Performance expectancy was the most influential factor, followed by trust, effort expectancy, and computer self-efficacy. The multiple regression model indicated that these variables collectively explain 82.1% of the variance in telehealth adoption intention. The findings provide valuable insights for providers and marketers, suggesting that telehealth platforms should focus on performance expectancy, trust, and ease of use. Additionally, the study emphasizes the need for supportive policies from the Malaysian government to enhance telehealth adoption. The results contribute to the literature on healthcare technology adoption, offering practical implications for improving telehealth implementation in Malaysia.

ELT Student Teachers’ Acceptance and Knowledge Base of Integrating Virtual Reality into Task-Based Contexts

This qualitative study explored the acceptance and knowledge base of English language teaching (ELT) student teachers regarding the incorporation of virtual reality (VR) into oral tasks to promote learner engagement within the framework of task-based language teaching (TBLT). Twenty-six ELT student teachers, pursuing their Master of Arts degree at a university in Hong Kong, were interviewed about their acceptance of VR oral tasks and assessed on their knowledge of task engagement and VR. Content analysis, guided by the technology acceptance model and the technological pedagogical and content knowledge (TPACK) framework, was conducted to analyse their interview data. The findings indicated their acceptance of VR-based oral tasks, based on their overall positive perceptions of VR, and confirmed their existing pedagogical knowledge of task engagement. However, their concerns regarding the effectiveness of VR-based oral tasks were influenced by their insufficient TPACK. The findings highlight their urgent need for professional training, not only to enhance VR experiential opportunities but also to learn how to develop teaching materials that integrate VR.

Enhancing Recycling Participation: Behavior Factors Influencing Residents’ Adoption of Recycling Vending Machines

Recycling is a crucial waste management option because of the increasing amount of waste generated and the limited space in landfills. However, traditional recycling processes, which require individuals to deliver large quantities of waste to recycling centers, can discourage participation. To address this issue, this study expanded upon the technology acceptance model (TAM) by incorporating perceived risk and social influence to examine residents’ intentions to adopt recycling vending machines. This study used partial least squares structural equation modeling based on the data collected from 525 individuals in Jiangsu Province, China. This study’s findings indicate that TAM components, such as attitudes, perceived usefulness, and perceived ease of use, positively influence residents’ intentions and behaviors to adopt recycling vending machines. Additionally, perceived usefulness and ease of use significantly affected attitudes toward recycling vending machines. This study also found that social influence had a significant positive impact on perceived usefulness and ease of use, while perceived risk negatively influenced these factors. Furthermore, attitude played a crucial mediating role, with additional factors impacting intentions and behaviors through attitude. Overall, this research can help stakeholders such as waste management companies to understand residents’ concerns and improve the implementation of recycling vending machines.

The Influence of Financial Literacy, Digital Literacy, and Social Capital on Digital Bank Financial Inclusion through Ease of Use an Intervening Variable

The growth of internet users in Indonesia has experienced a significant increase year by year, reaching 78.19% of the total population in 2022-2023. This indicates a broader penetration of the internet among Indonesian society. The national digital banking transaction value shows an increasing trend, reaching Rp5,098.6 trillion in August 2023, reflecting the growing adoption of digital financial services in Indonesia. This increase is supported by the ease of access offered by banks and online financial management, in line with the preferences of the digital era's growing generation, thus Generation Z quickly and comfortably adopts digital banking services. This brings the potential for greater financial inclusion among the younger generation.This study employed a quantitative approach with a causal purpose, applying the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Theory of Reasoned Action (TRA). The dependent variable (financial inclusion), the intervening variable (ease of use), and the independent variables (financial literacy, digital literacy, and social capital). This study, which includes 200 Bandung City-based Generation Z digital bank customers, uses the Structural Equation Model (SEM) based on Partial Least Square (PLS) as its analytical tool. The study's findings demonstrate that Generation Z's digital bank customers in Bandung City already have very high levels of social capital, financial inclusion, digital literacy, and ease of use. Furthermore, it was shown that the effects of digital literacy, social capital, and financial literacy on financial inclusion might be moderated by simplicity of use. Financial inclusion is also significantly impacted directly by social capital, digital literacy, and financial literacy. It is intended that this research will provide a greater understanding of the variables impacting Generation Z's financial inclusion and how those characteristics may affect policies aimed at boosting the availability and use of financial services in the digital age.

Learning program enhances rehabilitation professionals’ perceived ease of using 3d printing: a pilot randomized controlled trial

The pilot study evaluated whether a learning program enhances a positive perception of 3D printing technology in rehabilitation professionals. Physical therapists, occupational therapists and speech-language-hearing therapists were recruited from a rehabilitation department in a middle-sized hospital. Participants were randomized to the control group (n = 13) or the intervention group (n = 14). An eight-week learning program consisted of a lecture on using a 3D printer and related software, a group discussion to integrate 3D printing into their clinical practices, and the implementation in their workplace. Outcome measures included the perception of 3D printing technology assessed by the Japanese version of the modified Technology Acceptance Model questionnaire for 3D printing technology (TAM-J). Assessment time points were pre-and post-intervention. As a result, all participants in the intervention group became capable of producing 3D-printed customized assistive devices. In the within-group analyses, the intervention group showed significant improvements in the TAM-J perception ease of use score (p = 0.012) with a large effect size (r = 0.75). Between-group analyses showed that the intervention group gained an additional improvement in the TAM-J perception ease of use score (p = 0.027) with a moderate effect size (r = 0. 43), indicating a significant improvement in the perceived ease of use of 3D printing technology in the intervention group. These observations suggest the 3D printing learning program could provide rehabilitation professionals with a positive perception of the technical aspect of 3D printing in their workplace.

Acceptance and Use of Technology: The Influence on Consumption in the Colombian Banking Sector

This body of research aims to identify the relationship between elements of the Unified Theory of Acceptance and Use of Technology (UTAUT), the behavioral intention to use technology and the actual consumption of it among users in the Colombian banking sector. A factorial analysis and a structural equation model were used to analyze the impact of performance expectancy, effort expectancy, social influence and facilitating conditions on behavioral intention and the actual consumption of technology in a sample of 556 consumers from the Colombian banking sector. The results suggest that effort expectancy and facilitating conditions predict behavioral intention and actual use of technology in the studied population, whereas social influence and performance expectancy do not. In conclusion, financial entities are advised to understand consumer behavior to maintain relevant, competitive, and profitable relationships with their clients in a dynamic financial environment.

Mixed method evaluation of factors influencing the adoption of organic participatory guarantee system certification among Vietnamese vegetable farmers

AbstractIn markets where vegetables are commonly cultivated with heavy use of synthetic pesticides, it is particularly important for consumers to be able to identify genuine organic produce. Organic Participatory Guarantee Systems (PGS) certification offers smallholder farmers an affordable way to build trust among consumers and secure premium prices for their organic produce. In Vietnam, the demand for vegetables with no, or low, pesticide residues is growing. The attractiveness of PGS certification should increase accordingly, but the number of organic PGS certified farmers in Vietnam are stagnating or even decreasing. The aim of this study is to explain this paradox by investigating the factors that influence the adoption of organic PGS certification among Vietnamese vegetable farmers. We follow a mixed methods approach, combining a qualitative analysis of farmer interviews (n = 62) and a quantitative analysis of a farm survey data (n = 434) using a sample selection model that estimates adoption contingent on farmers’ awareness of PGS certification. Drawing on the Unified Theory of Acceptance and Use of Technology, we found that social relationships and positive attitudes towards farming and the environment drive the adoption of organic PGS. Barriers include insufficient knowledge of organic farming techniques, labour shortages, and ageing farmers. At the systemic level, support by (non-)governmental institutions facilitates adoption, but challenges such as lower yields and limited access to premium markets remain. To promote organic PGS among Vietnamese vegetable farmers, efforts should focus on disseminating organic farming techniques that boost yields, alleviate labour demands, and ensure secure markets for premium-priced organic vegetables.

From transfer to transformation: how national technology transfer centers drive digital innovation

ABSTRACT Taking the construction of National Technology Transfer Centers (NTTCs) in selected cities as a quasi-natural experiment, this paper examines the impact of technology transfer on corporate digital innovation using the Random Forest approach. Analyzing a dataset of 35,119 firm-year observations in China from 2008 to 2021, we find that technology transfer promotes corporate digital innovation through technology spillover effects, co-innovation effects and market scale effects, with these impacts persist in the long term. Additionally, the positive effect of technology transfer on corporate digital innovation is contingent upon lower technology transfer costs and stronger technology acceptance capabilities within enterprises. Our findings suggest that policymakers should encourage technology transfer to enhance the technological resources available for corporate digital innovation.

Community-based Disease Prevention and Health Promotion: Promoting Digital Health Literacy among People in Precarious Living Conditions

The rapidly advancing digital transformation is opening up innovative opportunities for disease prevention and health promotion, particularly through sociotechnical innovations. Digitally-enabled interventions serve as augmentative tools for disseminating health-related information and promoting individual empowerment and self-efficacy. Despite their potential, digital media in community-based disease prevention and health promotion face challenges, such as the need for low-threshold design and consideration of technological acceptance factors. People in precarious life situations, who often face limited access and lower literacy towards digital technologies, could benefit from targeted measures geared to their specific needs. At the same time, it is important to highlight the risks of insufficient digital health literacy, which can have a negative impact on health. Promoting digital health literacy therefore appears to be an essential tool for improving the health situation of people in precarious living circumstances. This article argues for evidence-based and targeted further development of digital interventions for health promotion that are tailored to the needs of people in precarious living conditions and emphasizes the central role of digital health literacy in this process. In this contribution, the area of early childhood intervention is considered for exemplification.

Grounding with Structure: Exploring Design Variations of Grounded Human-AI Collaboration in a Natural Language Interface

Selecting an effective utterance among countless possibilities that match a user's intention poses a challenge when using natural language interfaces. To address the challenge, we leveraged the principle of least collaborative effort in communication grounding theory and designed three grounded conversational interactions: 1) a grounding interface allows users to start with a provisional input and then invite a conversational agent to complete their input, 2) a multiple grounding interface presents multiple inputs for the user to select from, and 3) a structured grounding interface guides users to write inputs in a structure best understood by the system. We compared our three grounding interfaces to an ungrounded control interface in a crowdsourced study (N=80) using a natural language system that generates small programs. We found that the grounding interfaces reduced cognitive load and improved task performance. The structured grounding interface further reduced speaker change costs and improved technology acceptance, without sacrificing the perception of control. We discuss the implications of designing grounded conversational interactions in natural language systems.

When do tourists prefer to continue using online travel agencies? An empirical study from Vietnam

Online travel agencies have profoundly influenced the travel industry by offering numerous essential advantages to both consumers and service providers. This paper aims to examine the factors that influence the intention to continue using online travel agencies in Vietnam, while also assessing the moderating effect of e-loyalty on the relationship between perceived usefulness and continuance intention. An integrated research framework was constructed using the Technology Acceptance Model as its foundational basis. The study utilized the Partial Least Squares Structural Equation Modeling approach to analyze the data. The survey data were obtained through an online survey administered to a valid sample of 301 Facebook users with prior experience using online travel agencies. Compared to conventional approaches such as telephone or mail surveys, utilizing Facebook for data collection offers a more cost-efficient alternative. This platform also enables researchers to reach a broad and diverse population of potential respondents, representing a wide range of demographics, geographic locations, and backgrounds. The results reveal that perceived compatibility, perceived ease of use, innovativeness, electronic word-of-mouth, and subjective norms all positively influenced perceived usefulness. Additionally, perceived usefulness is found to have a significant impact on the intention to continue using online travel agencies, while e-loyalty positively moderates the relationship between perceived usefulness and continuance intention to use online travel agencies. These findings extend the Technology Acceptance Model within the context of online travel agencies and provide practical insights for enhancing strategies among online travel agencies in Vietnam. AcknowledgmentThe author would like to thank the International University, Vietnam National University (VNU), HCMC, for providing research assistance.

Strategic Considerations for Small Businesses: Selecting the Optimal E-commerce Platform

Choosing the right e-commerce platform is crucial for small businesses seeking to expand their market presence and streamline operations. This paper explores the key factors influencing platform selection, such as usability, scalability, flexibility, and cost, while applying the Technology Acceptance Model (TAM) and Resource-Based View (RBV) frameworks to analyze platform adoption. The study focuses on Shopify, WooCommerce, and Amazon Marketplace, comparing their impact on business growth, customer satisfaction, and operational efficiency. Additionally, the paper discusses emerging trends, including artificial intelligence (AI) and automation, offering practical insights for small businesses looking to optimize their digital strategies and gain a competitive edge

Research on the Behavior Influence Mechanism of Users’ Continuous Usage of Autonomous Driving Systems Based on the Extended Technology Acceptance Model and External Factors

Research on the Behavior Influence Mechanism of Users’ Continuous Usage of Autonomous Driving Systems Based on the Extended Technology Acceptance Model and External Factors

From Function to Relation: Exploring the Dual Influences of Warmth and Competence on Generative Artificial Intelligence Services in the Hospitality Industry

Generative artificial intelligence (GenAI) has emerged as a transformative force in the rapidly-evolving hospitality industry. This study examined the correlation of acceptance of GenAI services with perceived warmth and competence, and the consequent correlations with customer outcomes in the hospitality industry. Employing a Hospitality Service Dialogue System prototype, this study collected responses from 1,306 hotel guests. Perceptions of warmth and competence correlated with increased customer intention to use GenAI services and satisfaction. Satisfaction correlated significantly with customer–brand identification and attachment. The Technology Readiness Index moderated the relationships of warmth and competence with the acceptance of GenAI services. This investigation extends the stereotype content model and the behaviors from intergroup affect and stereotypes map framework by integrating them with the technology acceptance literature, unveiling service innovations enabled by technology in the hospitality industry. This study provides hotel managers, technology developers, and marketers with strategic directions for implementing GenAI.