Technology Acceptance Model Theory Research Articles

Artificial Intelligence and Consumer’s Perception: A Research on Environmentally Conscious Consumer

The purpose of this study is to explore the limited exploration of the simultaneous influence of beneficial artificial intelligence, destructive artificial intelligence, and risky artificial intelligence on green purchase intention and green purchase behaviour using the Technology Acceptance Model (TAM) and Innovation Resistance Theory (IRT). Further, it also checks the impact of green purchase intention on green purchase behaviour. Data was collected using a well-structured questionnaire from 124 consumers through online mode and analyzed using Confirmatory Factor Analysis (CFA) for reliability and validity concerns and Structural Equation Modelling (SEM) for interaction among the variables. The study's results exhibit the positive impact of beneficial artificial intelligence on green purchase intention and green purchase behaviour. Also, it reveals that destructive artificial intelligence has a positive impact on green purchase intention but a negative impact on green purchase behaviour. In addition, green purchase intention is found to be the predictor of green purchase behaviour. The extant literature is found on the impact of artificial intelligence on purchase behaviour. However, no research has been done on consumer perception of artificial intelligence and its impact on green purchase intention and green purchase behaviour as per the author’s knowledge. This study contributes to the literature of artificial intelligence as well as green consumer behaviour.

Impact of Digital Fashion Shows on Consumer Engagement with Fashion Brands in Nigeria

Purpose: The aim of the study was to analyze the impact of digital fashion shows on consumer engagement with fashion brands in Nigeria. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Digital fashion shows have significantly enhanced consumer engagement with fashion brands in Nigeria by offering a dynamic, accessible online experience. These virtual events have allowed brands to reach a broader audience, increasing their visibility and facilitating direct interaction with consumers. Real-time feedback during these shows has enabled brands to fine-tune their marketing strategies and product offerings to align with consumer preferences. The use of augmented reality technologies has further personalized the shopping experience, leading to increased consumer interest and brand loyalty. Unique Contribution to Theory, Practice and Policy: Technology acceptance model (TAM), uses and gratifications theory (UGT) & engagement theory may be used to anchor future studies on impact of digital fashion shows on consumer engagement with fashion brands in Nigeria. Fashion brands should leverage a combination of VR, AR, and live-streaming to create more engaging and immersive experiences. By investing in these technologies and incorporating high-quality digital content, brands can enhance consumer interaction and foster deeper emotional connections. Policymakers and industry bodies can work together to establish standards for digital content, technology integration, and consumer privacy protection, which will enhance the overall consumer experience and build trust in digital fashion shows.

Adoption of smart watches as wearable technology in TESOL education among university students

This research explores the key motivating factors that influence student engagement with wearable technology (WT) in teaching English to speakers of other languages (TESOL) education. The study employs a novel, integrated framework that merges elements from the established technology acceptance model (TAM), Flow Theory, and additional factors pivotal to WT's efficacy, namely content richness and personal innovativeness. TAM and Flow Theory are utilized to identify the variables that drive WT adoption. Data for the research was gathered through an online survey comprising 23 questions, distributed among students in the KSA, with a total of 468 participants. Analysis of the data was conducted using Smart PLS Software to evaluate the research model, constructs, and hypotheses. The findings reveal varying contributions of the model's main constructs to WT acceptance. Specifically, content richness and innovativeness significantly enhance the perceived usefulness of WT. Additionally, perceived ease of use is a strong predictor of perceived usefulness and behavioral intention. The results underscore a growing demand for WT in TESOL Education, highlighting its role in streamlining information exchange among students. The study underscores the significance of certain external factors in technology acceptance, offering a fresh perspective by incorporating a framework that links TAM's perceived usefulness and ease of use with user satisfaction, content richness, and innovativeness. Moreover, the inclusion of Flow Theory adds a unique dimension by assessing engagement and control over WT. The research contributes to understanding the underlying motivations for employing WT in TESOL Education, primarily aimed at enhancing the effectiveness of both instructors and students. A limitation of this study is its focused application of TAM and Flow Theory within a specific educational context, which may not fully capture the complex societal, psychological, and gender-specific factors influencing WT adoption across diverse settings.

Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory

Consumer purchase intention in cross-border e-commerce (CBEC) has received significant attention in international marketing. However, little research has investigated consumer purchase intention toward smaller resource-constrained retailers who develop country-specific websites, also labeled as partial online internationalization (POI) retailers in CBEC. The Technology Acceptance Model (TAM) and the Commitment-Trust Theory (CTT) are the most influential theories explaining online purchase intention, yet few studies have integrated them. Therefore, the purpose of this study is to integrate the TAM and CTT to shed light on consumer purchase intention toward POI-retailers in CBEC. Based on 364 respondents visiting a real-life POI-retailer’s country-specific website and answering a questionnaire, findings reveal that perceived usefulness, ease of use, and trust do not significantly impact purchase intention. Instead, perceived usefulness and ease of use need to be mediated by both trust and commitment, while trust needs to be mediated by commitment to affect purchase intention. This suggests that the path to consumer purchase intention toward POI-retailers differs from the findings of previous studies based on TAM and CTT.

Anti-Aggressive Accounting Creative Pada Lembaga Perkreditan Desa Menuju Pembangunan Inklusif Berkelanjutan

This study aims to understand the meaning of aggressive accounting creative practices in Village Credit Institutions (LPD). This study involved four participants from LPD empowerment services and institutions, academics, and three LPD heads. Data were collected through in-depth interviews, followed by data triangulation (source, technique, and time) based on Miles and Huberman's interactive analysis. Interpretive analysis was used for data analysis. This study found the existence of aggressive creative accounting practices, which means maintaining stakeholder trust so that the level of health and risk of LPDs is maintained. New meaning of anti-aggressive creative accounting through digital transformation of reporting in the form of accrual income recognition and cash adjustments. Digital transformation is described through the technology acceptance model (TAM) theory, which can be explained using stakeholder theory and agency theory with the additional assumption of intentional human beings extending human local values. The research contribution is theoretically in the form of developing theoretical assumptions and practically to prevent aggressive accounting creativity so that sustainable inclusive development from villages towards Indonesia can be realized.

Applying Technology Acceptance Model Theory on Distributing Electronic Money the Role of Intention Power

The use of electronic money is currently very massive, but in some areas the use of money This electronic also still encounters many obstacles, this is because there is still a need for education and socialization in the distribution of electronic money. Objective: This study aims to analyze the use of TAM theory in distributing electronic money and its influence on usage decisions through the power of interest as an intervening variable. Research Design, Data, and Methodology: This research is a quantitative research that uses primary data from questionnaires distributed to respondents. Research data is processed through path analysis. Data processing and analysis is carried out using Smart-PLS 04 software. Results: this study proves directly the perception of usability of use and perception of ease of use affects the decision of use, ease of use affects the strength of interest, the perception of the benefits of use does not affect the strength of interest, the strength of interest is proven to affect the decision of use, while indirectly the perception of usefulness of use does not affect the decision of use through strength interest and perception of ease of use influence the decision to use through the power of interest Conclusion: The use of electronic money still requires better socialization and education and in educational efforts to distribute electronic money using TAM theory, it is also necessary to emphasize the level of security and risk so that the usefulness of electronic money can be better understood by the public

Financial Technology Innovation and Business Growth of Small and Medium-Scale Enterprises in Port Harcourt, Rivers State, Nigeria

This study empirically examined the relationship between financial technology (FinTech - proxied by Internet Banking and Mobile Payment) innovation and business growth (proxied by productivity and operational efficiency) of Small and Medium-Scale Enterprises (SMEs) in Port Harcourt. The study was underpinned by the theory of Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT). The study adopted a cross-sectional research design and the population was the 1016 registered SMEs in Port Harcourt with a sample size of 287. Spearman’s Rank Correlation and Partial Correlation were used to test the five hypotheses that guided the study. The findings showed a positive and significant relationship exists between financial technology innovation and business growth. Based on these findings, the research concluded that financial technology innovation is a business solution and a formidable management strategy that SMEs can deploy to improve their business growth. It recommends therefore that SMEs who want to improve their business growth should invest more in FinTech innovations such as Internet banking and mobile payment, as these digital solutions have a significant impact in improving productivity and operational efficiency (business growth).

Understanding factors influencing ESL student teachers’ adoption of classroom response systems: an integration of TAM and AOI theory

ABSTRACT This study aims to investigate the factors affecting student teachers’ acceptance intention of a gamified classroom response system (CRS) named Bodoudou. Combining the attributes of innovation (AOI) theory with the well-known technology acceptance model (TAM), we raised 19 hypotheses that explain the relationships among eight factors. The proposed model was tested with survey data collected from 240 English-as-a-second-language (ESL) student teachers in China. We first conducted a scale evaluation, which removed eight items measuring a technology’s compatibility and observability, then ran a structural equation modeling (SEM) test to explore the relationships among other factors. Findings revealed that student teachers’ intention to use CRS is mainly determined by the technology’s perceived usefulness (PU), perceived ease of use (PEoU), relative advantages (ADV), complexity (CPL), and trialability (TRI). Moreover, complexity is not a precise antonym to perceived ease of use in the current context, and trialability is not statistically related to perceived ease of use. The underlying reasons need further exploration. Future studies need to validate the scale measuring the five attributes of innovation, as well as the rationale of adding the AOI theory to the TAM model when investigating users’ technology acceptance intention.

Determinants of Digitalization in Unorganized Localized Neighborhood Retail Outlets in India

The increase in digital disruptions and changing preferences of different stakeholders has led to digital adoption in all hierarchies of business ecosystem. This study focused on the identification of the determinants of digitalization in unorganized small, localized retail outlets (Kirana stores) of an emerging economy. A theoretical model was constructed with certain modifications based on technology adoption models such as Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to study the impact on business performance in general and as an effect of pandemic. A survey of 285 Unorganized Localized Retail Outlets Stores from different regions of India was used to validate this theoretical model, and structural equation modeling was then further employed. The findings underscore that cost, compatibility, perceived ease of use, and perceived usefulness significantly affect the intention to digitalize. By addressing the post-pandemic impact of digitalization within an unorganized sector in an emerging economy, this study adds to the scant literature that exists in this context.

Examining the effects of ChatGPT on tourism and hospitality student responses through integrating technology acceptance model

AbstractChatGPT has gained increased attention as an artificial intelligence (AI)‐based tool in the field of tourism and hospitality education in recent years. This study investigates the impact of perceived ease of use, perceived usefulness and authenticity on student attitude and intention to use ChatGPT by incorporating the concept of authenticity into the technology acceptance model (TAM) theoretical framework in tourism and hospitality education. This study found that authenticity had the strongest indirect effect on student intention to use ChatGPT compared with perceived ease of use and perceived usefulness. This study broadens the applicability of TAM theory in ChatGPT and provides practical insights into its application.

A Parallel Mediation Analysis of Behavioral Constructs Linking Intention-to-Use Technology to Performance Outcomes Among Pharmaceutical Executives

Managers in organizations are at a crossroads in understanding how behavioral intention to use technology influences employee performance. In the technology acceptance model, behavioral intention is a precursor to actual system use. However, there is inadequate information on how this intention indirectly impacts performance among employees in pharmaceutical organizations. Intuitively, behavioral mechanisms (job satisfaction, conscientiousness, self-efficacy, perceived relevance) should transform technology use into desired outcomes and serve as explanatory links between behavioral intention and technology performance. Using the theoretical lens of the technology acceptance model, reasoned action, and contingency theories, this study explored the mechanisms linking behavioral intention to technology performance among pharmaceutical executives. A web-based survey of a random sample of 282 pharmaceutical executives was conducted using a self-administered Google Forms questionnaire. Data was analyzed using variance-based structural equation modeling in ADANCO software, controlling for job-based demographics. All independent variables in the model significantly explained the variance in the dependent variable, technology performance. Perceived relevance was the only substantial linkage between behavioral intention and technology performance. The study confirmed that perceived relevance is an important mediator between behavioral intention and technology performance. To enhance performance, managers should adopt strategies that enhance job satisfaction, conscientiousness, self-efficacy, and perceived relevance. Ensuring appropriate technology deployment, adequate employee education, and targeted training are crucial for enhancing these mediating effects. The study contributes to the existing literature by recommending the inclusion of perceived relevance as a mediating link in the technology acceptance model.

Modelling the Association Between Social Media Flow Experience and Fake News Sharing: Testing the Mediating Role of Social Media Flow Experience and the Moderating Role of Social Media Scepticism

This study developed a model that predicts fake news sharing behaviour on social media using the technology acceptance model (TAM) and flow theory. We collected survey responses from an online survey panel administered by a reputable market research firm, Qualtrics Inc. The recruitment of the participants was via Qualtrics’s own pool of participants. Data analysis was done using Smart PLS structural equation modelling. We found FOMO to be the most significant factor that predicts social media flow experience. This is followed by enjoyment, perceived ease of use, perceived usefulness, and pass time, respectively. It is also our findings that social media flow experience predicts fake news sharing behaviour. We also found that social media flow experience fully mediates the relationship between enjoyment, FOMO, pass time, perceived utility, perceived ease of use and fake news sharing. Furthermore, the relationship between social media flow experience and fake news sharing is moderated by social media scepticism in such a way that this relationship is more pronounced among those with low social media scepticism. Our study contributes to theory and practice.

Effect of Digital Financial Management System on Accountability of Public Secondary Schools in Bungoma County, Kenya

Bungoma County has been characterized by variations in terms of school factors, infrastructure, resource allocation, and administrative capacity. Contextually, similar categories of schools are expected to record near-similar mean grades. These variations, as a result, are therefore hypothesized to be the result of other factors, especially school management. Financial management is one key aspect of school management that can contribute to this, hence its interest in the study. The objective of the study was to establish the effect of automated school fee collection on accountability of public secondary schools in Bungoma County, Kenya. The theories that guided the study were technology acceptance model theory, resource-based view theory, and agency theory. The automation of school fee collection has emerged as a transformative solution for educational institutions, revolutionizing the way schools handle financial transactions. Automated school fee collection systems offered streamlined processes for collecting, tracking, and managing school fees, replacing traditional manual methods that were time-consuming and prone to errors. The study adopted a descriptive and causal research design. The target population of the public secondary schools in Bungoma County was 482 respondents, distributed in 45 wards. A sample size of 218 respondents was selected. Stratified and simple random sampling was employed. The data was collected through interview schedules and questionnaires. The analysis was aided by Statistical Package for Social Science (SPSS) version 23. Inferential statistics, which included regression and correlation analysis, were used, and descriptive statistics, including frequency, mean, and standard deviation, were also used. The data was presented in the form of frequency tables and charts. The study found that automated school fee collection had a significant positive effect on the accountability of public secondary schools in Bungoma County, Kenya (r = 0.752, p-value = 0.000 < 0.05). The study recommends that fee collection should be automated through mobile payment approaches such as pay-bill options.

Cognitive analytics enabled responsible artificial intelligence for business model innovation: A multilayer perceptron neural networks estimation

Cognitive analytics employs and analyses complex and heterogeneous data sources generating deeper insights that mimic the natural intelligence of the human brain. Cognitive analytics-enabled Artificial Intelligence (AI) that promotes Business Model Innovation (BMI) for the efficiency of the healthcare system is a nascent and undertheorized domain. Within the healthcare management systems, stakeholders’ engagement with AI, particularly with responsible AI, to optimize BMI and improve business performance is bounded by several caveats. Using the Technology Acceptance Model (TAM) and Social Network Theory (SNT) as our conceptual foci, we empirically examine through the Multilayer Perceptron Neural Network the extent to which responsible AI leads to Business Model Innovation (BMI) through the stakeholders’ engagement. Our contributions are novel which demonstrate that cognitive analytics-enabled responsible AI is central to innovation, and healthcare stakeholders exhibit a robust propensity to reorientate and innovate their existing BMI to achieve improved business performance. It has significant implications for innovation, AI and cognitive analytics literature.

Factors Influencing Female User’s Satisfaction in Mobile Banking: A Study in Manipur, India

Objective: This empirical study is aimed at investigating the impact of perceived credibility, perceived self-expressiveness, social norms and perceived compatibility on the mobile banking user’s satisfaction amongst the female population of Manipur, India. Theoretical Framework: Using Technology Acceptance Model (TAM) as the basic framework, this study focuses on several constructs and their impact on user’s satisfaction of mobile banking users, namely, perceived credibility (PC), perceived self-expressiveness (PSE) and social norms (SN). Method: The study employed structural equation modeling to test the proposed model, which was based on statistical data obtained from a survey of 202 respondents from 2 districts of Manipur, India. Consequently the EFA, CFA, discriminant and convergent validity of the items has also been tested. Results and Discussion: The study revealed that perceived self-expressiveness, social norms, and perceived compatibility has a significant positive impact on the user’ satisfaction among female mobile banking users. However, perceived self-expressiveness seems to have a negative impact on the user’s satisfaction, implying as the perceived self-expressiveness increase the satisfaction of using mobile banking service decreases. Implications: These findings provide valuable insights for the mobile banking service providers, highlighting the significance of credibility, social norm and compatibility in improving user satisfaction and also informing strategies for improving mobile banking experiences among female population. Originality/Value: The research enlarges on the theory of TAM expanding its scope to various dimensions like perceived self-expressiveness, social -norms and its originality lies on the focus on females respondents only, from a northeastern state of India i.e. Manipur.

The Application of an Unplugged and Low-Cost Children’s Coding Education Tool in a Gamification Context

Coding education has become a compulsory course for cultivating children’s computational thinking, and its tools in a gamification context can further enhance children’s learning enthusiasm. Through the literature review, the researchers identified gamification, unplugging, and low cost as important design requirements for children’s coding education tools. In order to verify the effectiveness of teaching design, this study specially developed a gamified coding education tool, “Coding Adventure,” which allows child learners to take on gamified roles in real-life scenarios and use instruction cards to complete tasks. While testing the prototype in the on-site teaching environment, the researchers invited 12 kindergarten and elementary school teachers to observe the testing process. Then, they formed a focus group discussion to obtain their feedback on the education tool using MAXQDA software for qualitative analysis. According to the results, teacher participants generally recognize the design concepts of gamification, unplugging, and low-cost, and believe that role-playing and rewards in gamification, as well as the use of safe and simple materials to match the existing teaching environment of the school, are successful design innovations. In addition, gamified storytelling has also been proven to enhance students’ team communication using this prototype. Overall, this study proves the effectiveness of the design concepts of gamification, unplugged and low cost on the perceived usefulness and ease of use of the coding education tool system under the Technology Acceptance Model theory framework. These student-centered design concepts will provide valuable experience for the further development of unplugged coding education tools.

Impact of Social Media Usage on Consumer Decision-Making in E-Commerce Platforms in Malawi

Purpose: The aim of the study was to assess the impact of social media usage on consumer decision-making in e-commerce platforms in Malawi. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicated a significant impact of social media usage on consumer decision-making within e-commerce platforms. One notable finding is the influence of social media platforms in shaping consumer preferences and purchase behaviors. For instance, consumers often turn to social media channels to seek product recommendations, reviews, and testimonials from peers or influencers they trust. Moreover, social media platforms provide a space for e-commerce businesses to engage with their audience through targeted advertising, promotions, and interactive content, thereby influencing purchasing decisions. Additionally, the viral nature of social media enables the rapid spread of information about products and brands, amplifying their visibility and influencing consumer perceptions. Implications to Theory, Practice and Policy: Social influence theory, technology acceptance model and social cognitive theory may be used to anchor future studies on assessing the impact of social media usage on consumer decision-making in e-commerce platforms in Malawi. Businesses should prioritize authenticity, transparency, and consumer engagement in their social media marketing strategies. Policymakers should consider regulatory measures to ensure transparency and accountability in social media advertising practices.

Blockchain technology system on student academic performance in higher education as perceived by students in Portugal

ABSTRACT This study conceptually identified the most influential factors from previous studies, which were extracted and classified into contexts based on the technology acceptance model and expectation confirmation theory framework. The purpose of this study is to examine the impact of blockchain system perceived quality and perceived usability on student academic performance (SAP) through the mediating role of student satisfaction and the moderating role of continuance intention. The convenience sampling technique was used to collect data from 583 students studying in different private and public universities in Portugal. Hypotheses were tested using partial least squares-structural equation modeling (PLS-SEM) with SmartPLS software version 4. The findings revealed that the direct effect of blockchain system perceived quality on SAP is positive and significant, while perceived usability is not significant. Moreover, student satisfaction positively and significantly mediates the relationship between perceived quality and SAP, as well as between perceived usability and SAP. Lastly, continuance intention as a moderator has a positive and significant influence on student satisfaction and SAP. The relationship between blockchain system perceived quality, perceived usability on SAP represents a novel contribution through the mediation of student satisfaction and the moderation of continuance intention between student satisfaction and SAP.

Does service quality matter in FinTech payment services? An integrated SERVQUAL and TAM approach

As the number of FinTech start-ups continues to rise globally, the utilization of these services by users becomes increasingly crucial, especially considering potential risks. Various factors affect users' utilization of financial technology, with the quality of services offered by FinTech providers standing out as a significant consideration. The aim of this study is to investigate the relationship between the quality of services offered by FinTech payment platforms and the utilization of FinTech services. We develop a novel conceptual model integrating elements from SERVQUAL and TAM (the Technology Acceptance Model) to investigate these dynamics. To gain a comprehensive understanding, we employed a mixed methods research approach. This approach included a quantitative survey analyzed using a partial least squares structural equation model (PLS-SEM) to examine the proposed framework and the relationships between its constructs. Following the survey, a follow-up focus group discussion with industry experts and academics was conducted to delve deeper into the findings and explore the "why" behind the statistical relationships. The findings reveal a significant impact of the quality of services offered by FinTech payment service providers on the utilization of such services. It demonstrates that in the FinTech sector, perceived usefulness does not always dominate perceived ease of use. Moreover, it confirms the profound influence of perceived usefulness in shaping attitudes and subsequent behaviour related to technology use. These insights contribute to an enhanced understanding of the factors driving the utilization of FinTech services.

Exploring the public's beliefs, emotions and sentiments towards the adoption of the metaverse in education: A qualitative inquiry using big data

AbstractThe metaverse is rapidly reshaping our understanding of education, yet identifying the public's beliefs, emotions and sentiments towards its adoption in education remains largely uncharted empirically. Grounded in the Technology Acceptance Model (TAM) and Digital Diffusion Theory (DOI), this paper aims to fill this gap using a big‐data approach and machine learning to scrape comments made by social media users on recent popular posts or videos related to adopting the metaverse in education from three prominent social media platforms. The cleaning process narrowed down 11,024 comments to 4277, then analysed them using thematic, emotion and sentiment analysis techniques. The thematic analysis revealed that adopting the metaverse in education evokes a complex range of public beliefs: (1) innovative learning methods; (2) accessibility and inclusion; (3) concerns about quality and effectiveness; (4) technological challenges and the digital divide; (5) the future of work and skills; and (6) privacy and security concerns. Integrating these themes with emotion and sentiment analyses reveals a landscape of a significant portion of neutral sentiments that corroborates enthusiasm attenuated by caution. This careful consideration stresses the urgent need for a balanced approach to adopting the metaverse in education to ensure that resulting educational advancements benefit all learners equitably. As one of the first studies to offer a multidimensional view of the public's beliefs about metaverse education using big data, this research not only contributes to TAM and DOI but also provides critical insights that could inform policy, enhance educational practices and guide future scholarship in this emerging field.