Value-based Adoption Model Research Articles

A Deep Dive into the Factors Affecting Household Solar Photovoltaic Adoption: An Extended Perspective of the Value-based Adoption Model

Solar photovoltaic (PV) products have emerged as a promising solution to address environmental and green energy issues in light of increasing concerns about carbon emissions, environmental awareness, and renewable energy. This research uses the value-based adoption model (VAM) to examine how perceived benefits and sacrifices impact the adoption intention of PV technology. It additionally explores the role of familiarity with the service as a moderator and its impact on perceived harm risk, perceived value, and adoption intention. The results reveal that economic and environmental benefits significantly influence perceived value, while perceived financial and harm risks also play substantial roles in shaping perceived value. Moreover, the study shows a positive relationship between perceived value and the intention to adopt solar PV and also suggests that familiarity with solar services moderates the relationship between perceived harm risk and perceived value. These insights are valuable for policymakers and energy companies seeking to understand consumers’ perspectives better and increase their intentions to adopt PV technology.

Employees' Behavioral Intention to Adopt Facial Recognition Payment to Service Customers

Facial recognition payment (FRP) is a crucial technology for digital transformation among merchants. However, few studies have explored employees' adoption of FRP. This study combined the status quo bias theory and the value-based adoption model to investigate the critical factors affecting employees' behavioral intention of FRP, including switching benefits, job insecurity, colleague opinion, top management support, and inertia. The results show that switching benefits, job insecurity, colleague opinion, top management support, and inertia are essential factors that determine employees' behavioral intention of FRP. Surprisingly, the perceived customer value negatively moderates the relationship between perceived value and behavioral intention. Furthermore, the authors provide rigorous endogeneity tests for the research model. Overall, this study contributes to the status quo bias and value-based adoption model theories and literature in organizations' digital transformation and offers valuable insights to eliminate resistance and encourage the active use of FRP.

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

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

Intention to Use FinTech Payments: The Perspectives of Benefits, Risks, and Openness to Change

Objective - The COVID-19 pandemic has significantly transformed many aspects of daily life, including the way payments are made. While the usage of cashless payments has increased, cash remains the main mode of payment in Malaysia. Therefore, this study aims to explore the factors driving the intention to use FinTech payments based on the Unified Theory of Acceptance and Use of Technology (UTAUT) with the Value-based Adoption Model (VAM). Methodology/Technique – 546 usable responses were collected using a stratified sampling technique across 13 states in Malaysia. Then, structural equation modeling using the partial least squares approach was applied to test the hypotheses. Finding – The findings show that performance expectancy, effort expectancy, social benefit, privacy risk, and openness to change are the significant determinants of intention to use FinTech payments. Openness to change was found to be the most significant predictor of intention to use FinTech payments. However, the study failed to confirm the impact of social influence, economic benefit, security risk, and regulatory support on the intention to use FinTech payments. This study does not fully validate the significance of UTAUT and VAM constructs. Novelty – To the best of our knowledge, this is the first study that uses the UTAUT and VAM on intention to use FinTech payments together with openness to change and regulatory support. This is a framework that covers the decision-making determinants from the perspectives of benefits, risks, individual characteristics, and the external environment. Type of Paper: Empirical JEL Classification: G23, G28, G29 Keywords: FinTech Payment, Intention to Use, UTAUT, VAM, Benefits, Risks Reference to this paper should be referred to as follows: Chen, N.H; Habibullah, M.S; Sapar, R. (2024). Intention to Use FinTech Payments: The Perspectives of Benefits, Risks, and Openness to Change, GATR-Global J. Bus. Soc. Sci. Review, 12(3), 91–113. https://doi.org/10.35609/gjbssr.2024.12.3(1)

Understanding AI Technology Adoption in Educational Settings: A Review of Theoretical Frameworks and their Applications

Artificial Intelligence (AI) technologies are increasingly integrated into educational environments, promising transformative impacts on learning experiences and administrative efficiencies. This review synthesizes prominent theoretical frameworks used to understand AI technology adoption among students and educators in educational settings. The Value-based Adoption Model (VAM), Theory of Planned Behavior (TPB), Unified Theory of Acceptance and Use of Technology (UTAUT), and Technology Acceptance Model (TAM) are examined for their strengths and limitations in explaining the factors influencing technology adoption. Through a comprehensive analysis of recent literature, this paper highlights the involvement of user acceptance, incorporating cognitive, social, and emotional dimensions. Understanding theoretical frameworks related to AI technology adoption could provide a comprehensive overview of existing theoretical frameworks related to AI technology adoption in educational settings, integrating findings into a cohesive narrative.

Understanding Continuous mHealth App Usage: Integrating Innovation Resistance Theory and the Value-based Adoption Model

Understanding Continuous mHealth App Usage: Integrating Innovation Resistance Theory and the Value-based Adoption Model

The Intention of Professionals Using Virtual Reality in Training Vocational Skills for Individuals With Disabilities

The purpose of the current study was to develop an appropriate model to represent the relationships among the factors relating to the intention of vocational training professionals to use virtual reality vocational training systems for persons with disabilities. A questionnaire based on the theory of the value-based adoption model was used to collect data from 59 professionals working in vocational training for persons with disabilities. The results indicated that the usefulness and enjoyment positively related to perceived value, and perceived value had a direct effect on the intention of vocational training professionals. Usefulness and enjoyment had a positive impact on intention through perceived value. The model could explain 66% of intention for vocational training professionals. The findings demonstrate that vocational training professionals’ perceived value may be a determinant factor in using VR as a vocational skills training tool, and that usefulness and enjoyment are mediated through perceived value.

Integrating technology acceptance model and value-based adoption model to determine consumers’ perception of value and intention to adopt AR in online shopping

PurposeThis study is among the first to integrate the technology acceptance model (TAM) and value-based adoption model (VAM) in the context of augmented reality (AR) shopping. It assesses how consumers' rational (TAM) and emotional (VAM) factors influence their intention to use AR in online shopping via perceived value and consumer engagement.Design/methodology/approachThis study uses a quantitative research approach and employs a standardized survey questionnaire distributed on social media platforms to recruit Gen Z members who are potential buyers or users of AR technology. SmartPLS 4.0 was used to test the responses of 204 respondents.FindingsThe results indicate that consumers who perceive a higher value of AR in shopping are inclined to use AR in their future shopping when AR shopping is easy to use, useful, personalized, innovative and provides a highly engaging experience. Interestingly, perceived sacrifice did not influence perceived value. This study confirms that integrating TAM and VAM is instrumental in capturing value, which in turn influences engagement and the intention to use AR in online shopping.Originality/valueThis study further extends the conceptualization of AR perceived value by combining rational components derived from TAM and VAM, thus leading to a sturdy and theoretically grounded framework. In addition, this study contributes to the literature on extended reality, namely AR shopping, and helps brand managers manage highly evolving AR experience for Gen Z.

Customer-centric virtual reality applications adoption in the hospitality industry: quality-value-based adoption model

PurposeThe massive adoption of virtual reality (VR) applications has started since the COVID-19 pandemic, and until now, VR applications are still being used. However, there is limited research that analyses the consumer's perspective on the adoption of VR applications. Thus, this study discovers the adoption of VR applications in the hospitality sector by integrating the value-based adoption model (VAM) and VR quality.Design/methodology/approachThe data were gathered through a survey of 500 respondents and evaluated through the structural equation model-partial least squares (SEM-PLS).FindingsEmploying SEM-PLS and importance-performance map analysis (IPMA), the findings revealed that VR quality and perceived value are essential determinants in the adoption of VR applications in the hospitality industry.Practical implicationsPractically, this study encourages the hospitality industry to create and develop high-quality VR application technology to benefit visitors. Through this study, hospitality marketing managers, governments and others concerned with the hospitality industry’s future development can create effective ways to increase the adoption of VR applications in this industry.Originality/valueThis study offers novel perspectives into the theory and application of VR quality and VAM in the adoption of VR applications in the hospitality industry.

Consumer Behaviour on AI Applications for Services: Measuring the Impact of Value-Based Adoption Model on Luxurious AI Resorts’ Applications

Abstract Focussing on consumer behaviour analysis derived from the changes in Information and Communications Technology (ICT), the purpose of this study is to analyse the primary content factors that influence consumers’ attitudes and behavioural intentions in the hospitality industry. The present study is the first to investigate how benefits (happiness and perceived immersion) and sacrifices (trust and changes in habits) can predict consumers’ attitudes of acceptance and willingness to pay for artificially intelligent (AI) luxurious resort applications (apps). The researchers employed structural equation modelling to analyse the relationship between technology adoption and specific factors that influence customers’ perceived value in the hospitality industry. The research aims to expand on the theory of the Value Adoption Model (VAM). Based on the findings, AI-powered apps for high-end resorts have a tendency to boost tourists’ confidence and willingness to use and pay for these apps, as well as increase their perceived value. Happiness has an impact on behavioural intentions, while perceived immersion and changes in habits influence the outcomes related to intentions to ultimately accept and purchase them. The findings can benefit both ICT and the hospitality industry. Managers in the ICT industry should collaborate with researchers in service management who are exploring the challenges of technology adoption. Managerial implications and recommendations for future research are extensively provided.

FACTORS INFLUENCING INTENTION TO USE VIRTUAL REALITY TECHNOLOGY IN TRAVEL PLANNING

This study aims to identify the factors shaping individuals intention to use virtual reality (VR) technology in travel planning. This study utilizes the value-based adoption model (VAM) to examine users’ perceived values and the intention to use VR in travel planning. The respondents of this study will be Malaysian youth aged 15 to 40. Data will be collected using a convenience sampling technique. To collect data, online survey questionnaires will be disseminated via social media. The findings of this study are expected to assist industry players in attracting more tourists through VR.

Should I adopt AI during talent acquisition? Evidence from HR professionals of Indian IT organisations

PurposeThe purpose of our study was two-fold: (1) to examine the effect of perceived value derived from perceived benefits and sacrifices in the adoption of artificial intelligence (AI) in talent acquisition and (2) to investigate the moderating role of human resource (HR) readiness in the association between perceived value and AI adoption intention.Design/methodology/approachA structured questionnaire was administered to 198 talent acquisition executives and HR professionals of Indian IT companies based on a purposive sampling technique. Partial least squares structural equation modeling (PLS-SEM) was used on the Smart PLS 2.0 platform to analyse the data and test the model.FindingsResults revealed that perceived benefits and sacrifices significantly predict perceived value which significantly affects the HR professional’s AI adoption intention. The study further found that HR readiness moderates the link between perceived value and the intention of HR professionals to adopt AI in the talent acquisition process in the Indian IT industry.Practical implicationsIT companies are advised to continuously monitor and evaluate the performance of AI tools to ensure that they are meeting the recruitment process needs to leverage AI’s benefits in talent acquisition. This study seeks to provide the impetus for a planned AI adoption in talent acquisition.Originality/valueThis research provides ample evidence for the existing technology adoption theories. It explored the predictors of adoption by validating the value-based adoption model in the Indian context. It provides valuable insights into the practice of acquiring talents in the IT sector using artificial intelligence.

Informal caregivers’ perception of assistive robots in eldercare

The acceptance of assistive robots in eldercare is an emerging field of research, particularly due to the longevity of the ageing population. This study aimed to advance the modelling of the value-based adoption model to assess assistive robots’ acceptance in eldercare. A group of 387 informal caregivers was surveyed. Perceived ease of use, financial risk, perceived usefulness and well-being were found to be the drivers of perceived value in the proposed model, whereas performance risk had no significant effect. Trust, well-being and perceived value were significant drivers of assistive robots’ acceptance by informal caregivers. The findings hold potential implications for policy and practice, suggesting specific measures that assistive robot firms and relevant parties could adopt. The findings offer feasible recommendations for assistive robot firms and other relevant parties to enhance trust, promote well-being and maximise perceived value in the design and implementation of assistive robot technologies. These practical measures can contribute to more successful adoption of assistive robots, benefiting informal caregivers, eldercare service providers and policymakers alike.

Translating a value-based framework for resilient e-learning impact in post COVID-19 times: Research-based Evidence from Higher Education in Kuwait

The covid-19 pandemic has changed people's daily lives and behaviors all across the world and has impacted practically every element of human existence. The introduction of remote education systems and the move toward online learning have had some of the most significant effects. The on-site operations of educational institutions, such as schools, colleges, and universities, have had to be suspended in order to stop the virus' spread. In order to effectively disseminate instructional material and guarantee the unbroken progression of students' academic endeavors, educators have been forced to look for novel approaches. The study used the Value-Based Adoption Model (VAM) as a conceptual framework to look into the factors that affected Kuwait's e-learning outcomes in the midst of the covid-19 pandemic. 382 students at Kuwaiti universities and colleges were the source of quantitative data collection. The findings revealed that peer interaction emerged as the most influential factor in shaping outcomes within the educational context of Kuwait, while instructors and course design factors were not significant. Using the VAM, this study investigated the impact of several factors on students' e-learning results during times of crisis. The research expands the existing knowledge base in the field on this subject and suggests developing a well-organized online learning crisis approach. The main contribution of this work is summarized on (i) An integrated framework for the quality of the e-learning experience in universities in post-covid-19 times and (ii) A resilient higher education institutional learning strategy model in post-covid-19 times. The findings of this paper can be generalizable to other Gulf Corporation Council (GCC) countries such as Kingdom of Saudi Arabia, Qatar, United Arab Emirates (UAE), Bahrain and Oman. This is due to the shared cultural traditions and values, along with similar educational systems among these nations.

Customer behavior when experiencing smart retail technology: a conceptual framework

Due to the rapid growth of Smart Retail Technology (SRT) in the digital age, the retail industry has transformed how it engages with customers and manages daily operations. This research utilizes the Value-Based Adoption Model to investigate the mechanism that may affect to customer loyalty to retail stores and electronic Word-of-Mouth (eWOM) behavior following their experience with SRT, focusing on customers' value-oriented perspectives that may not have received adequate attention in previous studies. Based on the literature review, this study identifies five factors affecting the perceived value of a customer and, consequently, his/her loyalty behavior. It also proposes the research framework to analyze customer behavior when experiencing smart retail technology.

Application of VAM to Examine the Virtual Tourism Adoption among Undergraduate Students in Malaysia

Over the past few years, there has been a gradual yet consistent surge in the utilization of virtual tourism (VT) within the tourism industry despite the challenges posed by the recent COVID-19 outbreak. Similarly, there is a prevailing belief that VT in the educational sector holds considerable value and offers substantial benefits in shaping an innovative educational experience. However, VT is still seen as a new thing in Malaysia’s education sector. Thus, this research aims to examine the undergraduate students’ VT adoption by using Value-based Adoption Model (VAM). Employing a quantitative method, 306 completed questionnaires were analyzed using Stata (version 14.2) and Structural Equation Modelling (SEM). The empirical results revealed that the perceived usefulness and enjoyment were positively affecting the VT behavioural intention. However, the perceived cost was found to be statistically significant and positively affected the behavioural intent of VT. The high cost of using VT shows that sacrifices are required. Therefore, the perceived cost would not be a barrier to students taking up VT. This study was limited to only focusing on examining undergraduate students’ VT behavioural intention. To provide a more comprehensive understanding of VT adoption, future research could consider extending the study to include a wider demographic range. Considering the evolving nature of technology and tourism trends, longitudinal studies could be conducted to track changes in VT adoption patterns over time, providing valuable insights into the long-term impact of VT on the tourism industry.

Drivers of Purchase Intention in E-Commerce Live Streaming in China: Assessing the Mediating Role of Perceived Value Using the Modified Vam Model

Objectives: This study primarily aims to develop an integrated framework, integrating technological and socio-psychological dimensions while highlighting the mediating role of perceived value, to evaluate the predictors in influencing purchase intention in E-commerce live streaming. Theoretical framework: Using a quantitative approach guided by the value-based adoption model, the study assessed the effects of perceived usefulness perceived enjoyment, attachment to streamers, and perceived value on purchase intention, along with the mediating effect of perceive value. Method: SPSS 24.0 and Smart PLS 4 were employed for data analysis. Within SPSS, the study carries out descriptive statistics to understand the basic characteristics of respondents, and reliability analysis to examine the consistency of our measurements. Using Smart PLS, the research conducts a measurement model evaluation to assess the reliability and validity of the constructs, and a structural model evaluation to test the relationships between constructs and hypotheses. Result: The findings reveal that all antecedents significantly influence purchase intention directly, but only attachment to streamers and perceived enjoyment notably impact perceived value. Additionally, attachment to streamers and perceived enjoyment exert an indirect influence on purchase intention mediated by perceived value. Conclusion: In summary, this research suggests the importance of genuine streamer-viewer bonds and the enhancement of entertainment in boosting perceived value and triggering purchasing decisions in the contemporary e-commerce milieu, dominated by sophisticated digital marketing strategies. Keywords: purchase intention, E-commerce live streaming, perceived value, attachment to streamers, perceived usefulness, perceived enjoyment.

Modeling Students’ Perceptions of Chatbots in Learning: Integrating Technology Acceptance with the Value-Based Adoption Model

As technology continues to advance, chatbots are likely to become an increasingly vital tool in education. This study digs further into how students perceive and accept chatbots for use in learning activities. The study examines the integrated relationships between the constructs of the technology acceptance model (TAM) and the constructs of the value-based model (VAM), including perceived enjoyment, perceived risk, and perceived value, to predict students’ attitudes and, consequently, their acceptance of chatbots for learning in higher education. A total of 432 respondents participated in an online survey, and the proposed hypotheses were evaluated through structural equation modeling (SEM-PLS). The study offers useful insights on chatbot adoption in Saudi higher education, as the results highlight important drivers of chatbot acceptance among students, including perceived usefulness, perceived ease of use, attitude, perceived enjoyment, and perceived value. Perceived risk was not a significant predictor of students’ attitudes or their acceptance of chatbot use in learning. The results are expected to foster the adoption of chatbot technology in supporting distance learning in Saudi Arabia’s higher education.

An integrated model predicting the drivers of mobile payment outcomes: evidence from emerging markets

PurposeBecause the success of m-payment services depends on the enablers and barriers that affect user satisfaction, the present research explores the effects of perceived value and sacrifices on users' satisfaction with m-payment services. The predicted relationships among perceived value, perceived sacrifices, users' satisfaction, continuance intention, word-of-mouth (WOM), shopping effectiveness, quality of life (QOL) and stickiness were established based on the mobile technology acceptance model (MTAM) and the value-based adoption model (VAM).Design/methodology/approachA representative data sample of 430 Egyptian banking clients was analyzed to test the hypotheses using partial least squares-structural equation modeling (PLS-SEM).FindingsThe findings revealed that all perceived value constructs significantly positively affect users' satisfaction. Moreover, all perceived sacrifice constructs significantly negatively affect users' satisfaction. Users' satisfaction, in turn, has a significant positive effect on continuance intention, WOM, shopping effectiveness, QOL and stickiness with m-payment services.Originality/valueThis is the first study to examine several levels of m-payment outcomes, including m-payment, consumer and bank outcomes, based on the integration of MTAM and VAM models.

Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market

Prior studies have mostly concentrated on consumers' intentions to purchase luxury brands, and research on luxury consumers' repurchase intentions is limited. In this study, we identify the drivers of luxury repurchase intention using the Value-based Adoption Model and Expectation-Confirmation theory. Further, we examine the moderating role of gender and public vs private consumption patterns on the luxury brands' value dimensions. The study employed a mixed-methods approach comprising qualitative essays and focus group discussions (N = 62) followed by primary surveys of luxury consumers (N = 501). The data for the empirical study was collected through a questionnaire designed using established scales. Using structural equation modeling, the conceptual model was evaluated. The hypotheses developed concerning interplay of VAM and ECT were accepted. Three main predictors of the repurchase intention of luxury brands were perceived value, relationship quality and satisfaction. Also, most of the hypothesized perceived value dimensions (except sensory value and perceived cognitive effort) significantly influenced the overall perceived value. However, the moderating role of (gender and consumption value) was not observed in the relationship between the consumption value dimension and perceived value.