Variance In Behavioral Intention Research Articles

Intention to engage in ecotourism development: validation and extension of the Resident Empowerment through Tourism Scale (Version 2.1)

ABSTRACT This work, based on the conceptual work by Scheyvens and van der Watt (2021), amends the original Resident Empowerment through Tourism Scale (RETS) by including three new dimensions: economic empowerment, cultural empowerment, and environmental empowerment. In so doing, the modified scale is applied in a region of Ecuador not known for its ecotourism opportunities, to determine how residents’ (n = 500) perceived empowerment factors into their intent to engage in ecotourism endeavours through a modified theory of planned behaviour model. Psychometric properties of the 13-item modified RETS were strong. Six of the nine proposed hypotheses were supported via structural equation modelling using IBM Amos 28.0. The first-order model (of perceived empowerment) accounted for 33% of the variance in attitudes about engaging in ecotourism and 82% of the variance in behavioural intentions to engage in ecotourism. A second-order model increased variance explained in attitudes to 70% and in behavioural intentions to 89%.

Acceptance of voice assistant technology in dental practice: A cross sectional study with dentists and validation using structural equation modeling.

Voice assistant technologies (VAT) has been part of our daily lives, as a virtual assistant to complete requested tasks. The integration of VAT in dental offices has the potential to augment productivity and hygiene practices. Prior to the adoption of such innovations in dental settings, it is crucial to evaluate their applicability. This study aims to assess dentists' perceptions and the factors influencing their intention to use VAT in a clinical setting. A survey and research model were designed based on an extended Unified Theory of Acceptance and Use of Technology (UTAUT). The survey was sent to 7,544 Ohio-licensed dentists through email. The data was analyzed and reported using descriptive statistics, model reliability testing, and partial least squares regression (PLSR) to explain dentists' behavioral intention (BI) to use VAT. In total, 257 participants completed the survey. The model accounted for 74.2% of the variance in BI to use VAT. Performance expectancy and perceived enjoyment had significant positive influence on BI to use VAT. Perceived risk had significant negative influence on BI to use VAT. Self-efficacy had significantly influenced perceived enjoyment, accounting for 35.5% of the variance of perceived enjoyment. This investigation reveals that performance efficiency and user enjoyment are key determinants in dentists' decision to adopt VAT. Concerns regarding the privacy of VAT also play a crucial role in its acceptance. This study represents the first documented inquiry into dentists' reception of VAT, laying groundwork for future research and implementation strategies.

Explaining residents' support to protect Gejia batik through the value-attitude-behavior model and theory of planned behavior

Much research focuses on customers' satisfaction with intangible cultural heritage products, with little consideration given to residents' support toward intangible cultural heritage. Therefore, this study focuses on constructing a conceptual framework that connects the theories of the value-attitude-behavior (VAB) model and planned behavior (TPB), aiming to explain residents' behavioral support for intangible cultural heritage (Gejia batik). To test the proposed model, we collected 412 sets of on-site survey data from four representative Gejia villages, namely Fengxiang, Wangba, Tangdu, and Matang. Six out of seven examined hypotheses were supported. The results showed that social value, aesthetic value, economic value, historical value, and perceived behavioral control of residents were positively and significantly related to residents' behavioral intention, which explained 46.3 % of the variance in behavioral intention. A positive and significant relationship exists between residents' attitudes and their behavioral intentions. Residents' attitude is an intermediary between social value, aesthetic value, economic value, historical value, perceived behavioral control, and residents' behavioral intention. This work provides theoretical and practical support for government departments in formulating protective policies related to Gejia batik.

Using the integrated behavioral model to explain and predict cannabis vaping among college students

Background: Cannabis vaping has become increasingly popular among college students. The purpose of this study was to use the Integrated Behavioral Model to better understand students’ motivations for engaging in this high-risk behavior. Methods: A survey instrument was developed to assess six IBM constructs, as well as past use of cannabis and nicotine, and cannabis vaping behavior changes related to COVID-19. A structural equation model was used to assess the effects of IBM predictors on Behavioral Intention. Results: The IBM predictors accounted for 54.2% of the variance in Behavioral Intention. The strongest path coefficients on Behavioral Intention were Perceived Norm and Experiential Attitude. Conclusion: The results from this study can be used to design interventions to decrease cannabis vaping use among college students. More specifically, social norm interventions and addressing other misconceptions about vaping cannabis, appears to be a promising theoretical approach to help ameliorate this unique public health challenge.

Confirmatory Exploration of innovation in virtual exchanges through a studyon Virtual Agents

The use of Conversational Agents for consumer services continues to grow, and the service industry is no exception. Carried out among 340 Moroccan consumers, this study shows the importance of perceived anthropomorphism, social presence, perceived trust, social influence, perceived cost, and facilitating conditions of a conversational agent in increasing adoption intention using the UTAUT model. The expected effort had no effect. This research confirms the moderating role of age on the relationship between social influence and intention to use, while gender and level of education had no moderating effect. The technology acceptance model tested is a powerful tool for understanding why people do or do not use conversational agents. It can explain nearly 75,8% of the variance in behavioral intention. Various recommendations are put forward to optimize the design and successful implementation of chatbots, enabling them to take their rightful place among digital tools.

Impact of security on wallet adoption: multiple and serial mediating roles of trust and attitude and gender as a moderator

PurposeThe study investigates the influence of perceived security (PS) on behavioral intention (BI) via the trust attitude process and explores the moderating effects of gender. PS in mobile wallets enhances user trust (TR), attitude (ATT) and intention (INT). Using a multiple and serial mediation model, both TR and ATT were found to mediate the relationship between PS and BI.Design/methodology/approachDrawing on the stimulus-organism-response (S-O-R) theory, the proposed conceptual model comprises PS, TR, ATT and BI. An online survey was conducted with a cross-sectional sample of 744 mobile wallet users in India. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the hypothesized relationships and test the mediation effects.FindingsResults show that the stimulus, PS, has a positive and significant influence on TR and ATT, which eventually has a positive influence on BI. The research model explains 64.4 percent of the variance in BI. Further, both TR and ATT independently and parallelly mediate the relationship PS and BI. Lastly, gender is found to moderate the relationship between TR and BI and ATT and BI.Practical implicationsThe research showed the importance of PS, TR and ATT towards mobile wallet adoption INTs. Further, the findings support the idea that developing TR and ATT is essential for shaping INTs. This suggests that mobile wallet service providers should invest in methods that not just enhance user TR but also reinforce a positive ATT towards the platform. To demonstrate TR, mobile wallet providers must ensure the confidentiality and privacy of user data, keep customer interests in mind and fulfill commitments. Lastly, for strengthening customer TR, excellent customer support is extremely important.Originality/valueWhile prior researchers have majorly used technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) models to explain adoption INTs, this study examines the relationship between PS, TR, ATT and BI through the lens of the SOR framework.

Prediction of Rear-Seat-Belt Use among Older Adults

The efficacy of rear seat belts in safeguarding both rear- and front-seat passengers is well established; however, the use of rear seat belts in China remains suboptimal. Furthermore, automotive transportation holds significant importance for seniors in China. Consequently, it is necessary to analyze the factors affecting intention to use rear seat belts among Chinese seniors. This study applies the hierarchical regression model to investigate the effects of sociodemographic characteristics and constructs on older adults’ backseat seat-belt use intentions. A questionnaire survey was conducted in Pingdingshan City and 551 valid questionnaires were obtained. Results show that sociodemographic characteristics exhibit a limited influence on the intention to use rear seat belts, accounting for only 16.7% of the variance in intention. However, the incorporation of additional constructs can substantially augment the model’s explanatory capacity. After incorporating the exogenous constructs of the theory of planned behavior, the model’s explanatory power for behavioral intention increased to 46.9%. Subsequently, on the inclusion of susceptibility, severity, perceived benefit, and perceived law enforcement as additional factors, the model’s capacity to account for variance in behavioral intention further improved to 62.7%. Attitude, subjective norm, perceived behavioral control, susceptibility, severity, and law enforcement have significant impact on behavioral intention.

A mixed methods UTAUT2-based approach to understanding unified payments interface adoption among low-income users

The Unified Payments Interface (UPI) represents a revolutionary advancement in mobile payment systems and has been primarily embraced by the middle and high-income segments of the Indian population. Its uptake among the low-income or those at the bottom-of-the-pyramid (BOP), characterized by individuals with an annual income less than USD 3,175, remains notably low, necessitating prompt investigation. This study endeavors to explore and validate contextual determinants influencing the development of behavioral intention to use UPI among BOP users. Under the mixed method approach, 26 interviews with active UPI users were conducted in the first phase. The collected data were subjected to deductive thematic analysis and the resulting factors were fused with the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model to adapt it to the BOP requirements. In the second phase, responses from 423 potential UPI users were collected and scrutinized using structural equation modelling. The data analysis unveiled that the path coefficients for social influence (0.527), performance expectancy (0.242), perceived security risk (–0.166), knowledge (0.138), price value (0.123), facilitating conditions (0.119), and social benefits (0.096) were statistically significant in impacting user intentions. The model fit measures of the structural model fell within an acceptable range, and collectively, these factors elucidated 52% of the variance in behavioral intentions. It is recommended that marketers should leverage the interconnected nature of BOP communities to enhance awareness on functionality, subjective utility, social benefits, word-of-mouth, and security issues. This strategy aims to overcome barriers and boost UPI adoption among the BOP.

Factors Influencing the Behavioral Intentions and Use Behaviors of Telemedicine in Patients With Diabetes: Web-Based Survey Study.

Telemedicine has great potential for diabetes management. The COVID-19 pandemic has boosted the development of telemedicine. However, the factors influencing the behavioral intentions to use and use behaviors of telemedicine in patients with diabetes in China are not clear. We aimed to understand the determinants of behavioral intention to use telemedicine based on an extended Unified Theory of Acceptance and Use of Technology model and to identify demographic factors associated with telemedicine use in patients with diabetes in China. Patients with diabetes who are aged ≥18 years were surveyed from February 1 to February 7, 2023. We distributed the survey link in 3 WeChat groups including a total of 988 patients with diabetes from the outpatient department or patients discharged from Changsha Central Hospital. Structural equation modeling was used to understand the determinants of behavioral intention. A multivariate logistic regression analysis was used to identify the demographic factors associated with telemedicine use. In total, 514 questionnaires were collected. Of the respondents, 186 (36.2%) were diagnosed with COVID-19. The measurement model showed acceptable reliability, convergent validity, discriminant validity, and data fit indices. The model explained 63.8% of the variance in behavioral intention. Social influence, performance expectancy, and facilitating conditions positively influenced behavioral intention (β=.463, P<.001; β=.153, P=.02; and β=.257, P=.004, respectively). Perceived susceptibility, perceived severity, and effort expectancy had no significant impact on behavioral intention (all P>.05). The overall use of telemedicine was 20.6% (104/514). After adjusting for the behavioral intention score, the multivariate regression analysis showed that age, education, and family income were associated with telemedicine use. Telemedicine use was higher in the 40 to 59 years and 18 to 39 years age groups than in the ≥60 years age group (odds ratio [OR] 4.35, 95% CI 1.84-10.29, P=.001; OR 9.20, 95% CI 3.40-24.88, P<.001, respectively). Telemedicine use was higher in the senior high school and the university and more groups than in junior high school education and less group (OR 2.45, 95% CI 1.05-5.73, P=.04; OR 2.63, 95% CI 1.11-6.23, P=.03, respectively). Patients with a higher family income used telemedicine more often than the patients who had an annual family income ≤¥10,000 (CNY ¥1=US $0.1398; ¥10,000-¥50,000 group: OR 3.90, 95% CI 1.21-12.51, P=.02; ¥50,000-¥100,000 group: OR 3.91, 95% CI 1.19-12.79, P=.02; >¥100,000 group: OR 4.63, 95% CI 1.41-15.27, P=.01). Social influence, performance expectancy, and facilitating conditions positively affected the behavioral intention of patients with diabetes to use telemedicine. Young patients, highly educated patients, and patients with high family income use telemedicine more often. Promoting behavioral intention and paying special attention to the needs of older adult patients, patients with low income, and patients with low levels of education are needed to encourage telemedicine use.

Analisis Penerimaan Siswa terhadap Learning Management System (LMS) E-School dengan Model UTAUT di SMA Negeri 1 Boyolali

E-School is an application and web-based Learning Management System (LMS) designed and developed by SMA Negeri 1 Boyolali. E-School has various features that support academic and non-academic activities which have been used since the beginning of the Covid-19 pandemic. Various new features are added in each version update as an evaluation and improvement of the LMS. However, an evaluation based on students' responses to the LMS E-School to identify students' acceptance and use of E-School has never been done. The purpose of this study is to determine the determinant factors that can affect student acceptance of LMS E-School with the Unified Theory of Acceptance and Use of Technology (UTAUT) model proposed by Venkatesh, et al. (2003). The sample used was 289 out of 1,044 students of SMA Negeri 1 Boyolali for the 2022/2023 academic year, which were selected using a proportionate stratified random sampling technique. This study used a quantitative method with a questionnaire instrument and was analyzed with PLS-SEM assisted by SmartPLS version 3 software. Based on the test results with path analysis and t-statistics, it can be concluded that the variables of performance expectancy and social influence have a positive and significant effect on behavioral intention variables. As well as the variables of facilitating conditions and behavioral intentions have a positive and significant influence on the use behavior variable. Meanwhile, the effort expectancy variable does not have a positive and significant effect on the behavioral intention variable in using the LMS E-School at SMA Negeri 1 Boyolali.

Understanding the factors of mobile payment continuance intention: empirical test in Saudi Arabia

Purpose: The objective of this study is to explore the determinants of individuals' intentions to continue utilize mobile payment services by examining integrated model of the constructs of the Technology Acceptance Model (TAM) (perceived ease of use and perceived usefulness) and the Theory of Planned Behavior (TPB) (attitude, subjective norm, and perceived behavioral control). Furthermore, the study investigates the relationship between user satisfaction and their intention to persist in using mobile payment. Methodology: In this quantitative investigation, a sample of 474 mobile e-wallet users was surveyed online. Partial least squares structural equation modeling was employed for data analysis. Findings: The study reveals that the constructs from the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and user satisfaction collectively influence users' intentions to use e-wallet services. Notably, the model demonstrates its ability to elucidate 59.1% of the variance in behavioral intention to continue utilizing e-wallets. Additionally, both user satisfaction and perceived behavioral control significantly impact the decision to persist in using e-wallets. The insights gleaned from this study can be leveraged by e-wallet stakeholders to inform strategic decisions within the e-wallet ecosystem. Practical implications: The inclusion of TAM and TPB constructs enhances our understanding of e-wallet service utilization. These findings offer valuable insights for service providers, enabling them to tailor their marketing strategies more effectively, thereby ensuring customer satisfaction and continued e-wallet usage. Originality: This study introduces a comprehensive and integrative approach to elucidate the factors influencing the sustained use of e-wallet services. By amalgamating two foundational adoptions above theories, it extends our understanding of mobile payment adoption dynamics.

Barking up which tree? Characterizing farmers, farms, and a behavioral framework regarding livestock guardian dog use in South Africa

Livestock guardian dogs are one of several predator control methods employed by livestock farmers around the world, but little is known about the factors that predict their use. Here we aim to understand the dimensions which influence guardian dog use by farmers. In a quantitative survey among 113 livestock farmers in South Africa, using Boosted Regression Trees, we explored and characterized the factors associated with guardian dog use. We showed that practical factors (e.g., predator type, number of farming enterprises, mitigation methods, and the frequency and extent of specific predator problems) were more likely to be significant determinants of guardian dog use than sociodemographic factors. However, psychosocial constructs relating to wildlife value orientations, empathy for predators, tolerance to predators, tangible and intangible cost, benefits of predators, like or dislike of predators, and number of positive experiences, were also determinants of guardian dog use. Utilizing the foundational constructs of the Theory of Planned Behavior (TPB) and Wildlife Tolerance Model (WTM) we built upon these findings to show that constructs of attitude, subjective norms, and perceived behavioral control explained 49 % of the variance in behavioral intention to use or continue using a guardian dog. The relationship between attitude and the behavioral intent to use or continue using a guardian dog had less significant association with guardian dog use than either perceived behavioral control or subjective norms had. Nonetheless, attitude was most strongly associated with the constructs of belief in a specific non-governmental organization, mutualistic Wildlife Value Orientations and perceptions of affordability, ease of use and the effectiveness of guardian dogs. The TPB model, incorporating elements of the WTM, provides a framework to guide and improve adoption of guardian dog programs or other intervention strategies within conservation contexts.

Understanding the perception differences on BIM adoption factors across the professions of AEC industry

Architecture, Engineering and Construction (AEC) industry lags behind other industries in terms of digitalization and technology adoption. On the other hand, Building Information Modeling (BIM) is seen as an important tool that can enhance AEC industry. However, BIM adoption might not at the desired level taken into the account of perception differences on BIM use benefits across the professions of AEC industry. Studies on the BIM adoption of construction organizations show that one of the most fundamental factors affecting the adoption is BIM users. Although studies in literature generally aim to measure how BIM adoption can be increased in different countries, none of these studies investigated whether there is a perspective difference on BIM use between BIM users according to occupational groups. In this context, this study has an attempt to develop a better understanding of architects and civil engineers’ perspective on BIM adoption factors in AEC industry. In line with the purpose, main factors affecting the BIM adoption in AEC industry were identified. Then, a survey was conducted with the participation of a total of 150 BIM users. Mean score and independent t-test were performed to explore rankings of BIM adoption factors and the perception differences between architects and civil engineers respectively. According to the analysis results, majority of the perception differences on BIM adoption factors heap together under the triggering variables rather than internal and behavioral intention variables.

Student's Cybersecurity Awareness in Post Covid-19 Pandemic

The study used the Theory of Planned Behavior to investigate the relationship between undergraduate accounting students' knowledge of internal control and cyber security and how it impacts their decision-making and behavior. The study was carried out on Indonesian students, and the data was analyzed by regression analysis. The results showed that students' attitudes and perceived behavioral control positively influenced their intention to practice cybersecurity. However, the effect of subjective norms and education on cyber security was insignificant. The four variables studied accounted for 41.2% of the total variance in behavioral intentions. At the same time, other factors contributed to the remaining variance. The findings suggest a need to assess the effectiveness of current cyber security education practices to achieve educational goals better. The negligible impact of the educational variable highlights the necessity of re-evaluating the current approach to cybersecurity education.

Perceived Effectiveness of COVID-19 Preventive Practices and Behavioral Intention: Survey of a Representative Adult Sample in the United States.

Using existing models of behavioral health promotion, specifically the Extended Parallel Process Model, previous research has identified factors that may impact engagement in preventive health behaviors during the COVID-19 pandemic such as perceived threat, perceived susceptibility to the threat, perceived severity, and perceived efficacy. This study aims to examine the role of perceived effectiveness of COVID-19 preventive behaviors, perceived susceptibility, perceived threat, and perceived severity of COVID-19 in participants' intentions to engage in Centers for Disease Control (CDC)-recommended individual health behaviors in the first year of the pandemic. In October 2020, a representative sample of 506 US adults completed a web-based survey through the RAND American Life Panel. The study primarily found that participants who perceived that CDC-recommended health practices were effective had stronger intentions to engage in those practices. The second strongest correlate was participants' perceived severity of COVID-19 across the United States. Perceived effectiveness of recommended practices accounted for the largest variance in behavioral intention. However, analysis of individual behaviors indicated a mismatch in the behaviors perceived to be the most effective (avoiding sick people and mask-wearing) and those participants indicated intention to engage in (throwing away used tissues, avoiding sick people, and coughing into their elbows) in the next 30 days. The authors recommend tailoring public health messaging to address the perceived threat of COVID-19 and self-efficacy. Thus, health promotion efforts should emphasize the effectiveness of CDC-recommended practices while highlighting the pandemic's severity. Additionally, rebuilding trust in public health messaging and messengers is necessary to increase perceived self-efficacy. As the COVID-19 pandemic continues, health messaging must continue to promote and build trust in CDC-recommended health practices and educate regarding the efficacy of vaccination and other preventive behaviors.

Changing behavior while having climate change in mind? An investigation of social-psychological predictors for specific pro-environmental behaviors in the energy domain

Social scientists and psychologists who study environmental issues need to improve their measures to capture relevant pro-environmental behaviors to reduce greenhouse gas emissions – the main driver of climate change. They also need to identify meaningful predictors for these behaviors, which go beyond mere statistical significance. In this large representative study of the Austrian population (N = 1,083), we aim at addressing both issues. We focus on relevant and specific energy-related behavioral intentions (traveling, electricity consumption and heating) and test a set of preregistered social-psychological predictors in path models, followed by an exploratory machine-learning approach. We show that a combination of some prominent predictors – perceived behavior control, consideration of future and immediate consequences, and willingness to sacrifice – accounts for only 20 to 30% of variance in behavioral intentions. We suggest that future studies confirm our results in other cultures and set even higher qualitative benchmarks for measures and predictors.

Intention of Independent Travelers to Consume Street Foods in The Framework of Extended TPB: The Moderating Role of Hedonism

This study examines the intention of consuming street food during independent travelers' trips based on the Theory of Planned Behavior, which is expanded with the variables of past experience and hedonism. The relationships between the variables of attitude, subjective norm, perceived behavioral control and past experience, and behavioral intention variables were examined. Moreover, moderator role of hedonism variable in the relationship between attitude and behavioral intention was tested. The study was conducted in Istanbul, and 523 of 541 questionnaires were analyzed. Partial least squares structural equation modeling (PLS-SEM) was used to test the five hypotheses proposed in research model. Results showed that attitude, subjective norm, perceived behavioral control and experience, respectively, were important factors affecting the intention of independent travelers to consume street food. However, results also indicated that hedonism does not have a moderating effect between attitude and behavioral intention. It was shown in this study that the expanded Theory of Planned Behavior can be used to explain street food consumption intention. Finally, theoretical and managerial implications of the current study were presented.

Exploring Cloud Computing Adoption in Higher Educational Environment: An Extension of the Tpb Model With Trust, Peer Influences, Perceived Usefulness and Ease of Use

Cloud computing is regarded as the next generation of computing. It is progressively being used as a launching pad for digital innovation and organizational agility. Cloud computing is frequently used by private and public organizations due to its flexibility, collaboration, cost-effectiveness, and scalability. These characteristics make cloud computing indispensable for individuals and businesses such as higher education institutes. Several prior studies covered the technological facets of cloud-based contexts, including cloud security, scalability, and virtualization. However, it is contend that the main barrier to cloud computing isn't technical but cognitive or behavioural, and in particular attitudinal. Thus, this research aims to study higher education’ students’ attitudes and their intention to adopt cloud computing, with a specific concentration on the effect of trust, peer influences, perceived usefulness and ease of use in order to investigate the factors influencing the adoption of cloud computing in higher educational environment in Saudi Arabia. This study presents an extended Decomposed Theory of Planned Behaviour (DTPB) to include trust, peer influences, perceived usefulness and ease of use as a cognition, representing a person’s perception of social influence to perform or not perform a behaviour under consideration. The proposed model was able to explain 62% of the variance in behavioural intention and 65% of students' attitudes towards the adoption of cloud computing in higher educational environment. The study's findings show that the proposed model explained a significant amount of variation in cloud computing adoption. It suggests that the model expansion by incorporating trust, peer influences, perceived usefulness and ease of use factors were valuable explorations. Further, the findings demonstrate that university students' attitudes toward using cloud computing are significantly influenced by perceived ease of use, trust in cloud computing service provider and perceived usefulness, which have the ability to explain their attitude by 22.15%, 21.9% and 20.9% respectively. The result also shows that "subjective norm" alone explains 33.95% of students' "behavioural intentions" towards using cloud computing, followed by their "attitude," which explains around 14.24% of "behavioural intentions," and then university students’ "self-efficacy," with 13.71%.

Implementation Analysis of e-Government Gadget Mobile Application For License (GAMPIL) with UTAUT 2 Model to Achieve SDG Target 8.2 "Technological Improvement and Innovation" For Bandung City SMEs

The government’s current focus is on advancing the digitization of MSMEs with the “ensuring sustainability and inclusive growth” program, this is in line Sustainable Development Goals (SDGs) number 8 concerning decent work and economic growth with target 8.2. The Bandung Government (DMPPSTP) provides a convenient solution for MSME activists in the city of Bandung in applying for business licenses through the GAMPIL (Gadget Mobile Application for License) application to make it easier for MSMEs to apply for business licenses, so that the economy continues to grow. and sustainable.This study analyzes the implementation of the GAMPIL application launched by the DMPSTP as a convenient solution for MSME activists in the city of Bandung in applying for business permits.The method used in this study is to use a mix method approach. The data was collected by distributing questionnaires to 101 MSME respondents in Bandung using GAMPIL, and interviewing 5 related sources. Based on the descriptive results, the variables performance expectancy, effort expectancy and price value are included in the very high category, while the facilitating condition and socialization variables are in the bottom two places with high categories for facilitating conditions and low for socialization variables. Variables that influence behavioral intention are price value, habit and perceived security and risks. The variables that influence usage behavior are facilitating condition and behavioral intention variables. As for the moderating variable, only the experience variable moderates behavioral intention towards usage behavior.

Explaining Policyholders’ Chatbot Acceptance with an Unified Technology Acceptance and Use of Technology-Based Model

Conversational robots powered by artificial intelligence (AI) are intensively implemented in the insurance industry. This paper aims to determine the current level of acceptance among consumers regarding the use of conversational robots for interacting with insurers and seeks to identify the factors that influence individuals’ behavioral intention to engage with chatbots. To explain behavioral intention, we tested a structural equation model based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model. It was supposed that behavioral intention is influenced by performance expectancy, effort expectancy, social influence, and trust, and by the moderating effect of insurance literacy on performance expectancy and effort expectancy. The study reveals a significant overall rejection of robotic technology among respondents. The technology acceptance model tested demonstrates a strong ability to fit the data, explaining nearly 70% of the variance in behavioral intention. Social influence emerges as the most influential variable in explaining the intention to use conversational robots. Furthermore, effort expectancy and trust significantly impact behavioral intention in a positive manner. For chatbots to gain acceptance as a technology, it is crucial to enhance their usability, establish trust, and increase social acceptance among users.