Variance In Intention Research Articles

Factors Affecting Entrepreneurial Intention of Higher Diploma Students in Hanoi-Vietnam

Purpose: The purpose of this study is to investigate the factors influencing the entrepreneurial intention (EI) of Higher Diploma (HD) students in Hanoi, Vietnam, addressing a notable gap in the literature regarding this specific demographic. Design/methodology/approach: Surveys were conducted using both web-based platforms, such as Google Forms, and distributed questionnaires. In total, 411 valid responses from HD students in Hanoi were collected. A convenient sampling method is utilized, considering the distribution of students across various demographic variables to ensure the reliability and representativeness of the study. The Theory of Planned Behavior (TPB) was employed. Multiple regression in SPSS is used to analyze the collected data. Results and discussions: The analysis results unveiled that all scrutinized factors, including Attitude Toward Behavior, Perceived Behavioral Control, Subjective Norm, Entrepreneurial Self-Efficacy, Closer Valuation, and Social Valuation, exerted a positive and substantial influence on HD students' Entrepreneurial Intention (EI). Notably, the six factors collectively accounted for 40.6% of the variance in entrepreneurial intention observed among the respondents. Research Implications: The findings hold valuable implications for policymakers, educators, and stakeholders, guiding the development of targeted interventions aimed at fostering entrepreneurship among HD students. By leveraging these insights, they can design tailored initiatives to promote entrepreneurship, potentially leading to enhanced economic development in Vietnam. Originality/Value: The findings provide valuable insights for educators, policymakers, and stakeholders involved in entrepreneurship education and support programs, helping them tailor interventions to effectively cultivate an entrepreneurial mindset among HD students. Furthermore, the study adds to the broader understanding of the psychological and social factors that shape entrepreneurial intentions, contributing to the advancement of knowledge in the field of entrepreneurship research.

The Behaviour of Shopeefood Application Users Based on Unified Theory of Acceptance and Use of Technology (UTAUT) Modified Model in Indonesia

The use of the internet has made it easier for people to fulfill their needs and desires optimally. In order to take advantage of the convenience offered by the internet, many people carry out digital transactions using smartphones. This provides convenience for users in accessing the internet anytime and anywhere. The rapid development of technology and the availability of the internet have changed people's life patterns to become more practical and efficient. Everyone can take advantage of the convenience offered by the internet to fulfill their various daily needs. However, despite its great benefits, the use of applications and technology also creates certain challenges and problems when ordering food online using the Shopeefood application. This research aims to analyze the behavior of using the ShopeFood application based on the Modified Unified Theory of Acceptance and Use of Technology (UTAUT) Model in Indonesia. In this research, the UTAUT Model is used as a theoretical framework to understand the factors that influence ShopeFood application usage behavior. Data collection was carried out using an online survey method with purposive sampling technique. The research sample consisted of 340 respondents with the characteristics of Generation Y age range 25-40, Generation Z age range 15-25, installed the Shopee application, had used the Shopee food application, and had ordered food via the Shopeefood feature. The analysis model in data processing uses LISREL 8.8. The research results show that the variables performance expectancy, Effort Expectancy, sociol Influences, Facilitating Conditions, hedonic motivation, price saving orientation, habit, and Trust have a positive and significant effect on behavior intention. Then the Facilitating Conditions, habit and behavior Intention variables have a positive and significant influence on Shopeefood usage behavior (Use Of Behavior). Meanwhile, the Perceived of Risk variable has no significant effect on Behavioral Intention in using the ShopeeFood application.

Analyzing the Direct Effect of Multidimensional Country Image on Purchase Intention: A Preliminary Study on Foreign Student in Turkiye

The study examined direct effect of country image on purchase intention of Turkish product or service in the sample of foreign students. The questionnaire was developed by measures in literature and research was conducted by convenience sampling with foreign students living in Izmir City. In findings, multidimensional country image was confirmed and its seven dimensions were obtained. It was found out that country image explained 19.9% of variance in purchase intention. This study filled the gap by confirming multidimensional structure of Turkiye’s country image and showed direct effects of country image on purchase intention in the foreign student sample.

The Relationship Between Job Satisfaction and Employee Loyalty: Case of Teaching-Researcher Staff

Employee loyalty is an important determinant of business productivity and management effectiveness, and its decline can cause organisational deviance, reputational losses, counterproductive behaviour of staff, reduced manageability, and, ultimately, increased staff turnover and loss of key employees. The article proposes and empirically confirms two hypotheses: 1) a significant relationship between job satisfaction and employee loyalty; 2) job satisfaction directly affects the employee’s intention to leave the organisation. These hypotheses were tested on the example of academic staff of different universities in Algeria. For this purpose, a random sample was formed, the reliable representativeness of which corresponds to the general population in terms of age, gender and length of service of respondents (500 questionnaires were randomly distributed, 329 of which were approved for analysis, i.e. the share of respondents who agreed to participate in the survey is 65.8%). The Minnesota Satisfaction Questionnaire (a short version of 20 job facets with a five-modality measurement scale) was chosen as the basis for the study of job satisfaction, which was improved by removing and adding individual items and adjusting the wording of individual questions. The validity and reliability of the scales measuring job satisfaction and employee intentions to leave the organisation are high (Cronbach’s alpha is 0.91 and 0.81, respectively). The data was analysed using the statistical software SPSS. V.27, and several statistical methods and tests (Cronbach’s alpha, ANOVA, regression analysis, etc.) were used to test the hypotheses. The study has shown that job satisfaction is significantly related to an employee’s intention to voluntarily leave the organisation: (β = -0.547, p < 0.000), (F = 19,357, p < 0.000). Job satisfaction explains 29.9% of the variance in intentions to leave voluntarily. Job satisfaction has a direct impact on reducing voluntary turnover. This relationship is negative and significant. A moderate direct relationship between employee loyalty and job satisfaction has been confirmed (correlation coefficient R=0.547 is positive), i.e. the higher the job satisfaction, the more loyal employees are to the institution where they work.

Preventing Sexual Violence Within the Continuum: Differences in Bystander Intervention Engagement Among College Students.

Sexual violence is framed along a continuum that includes (but is not limited to) sexual harassment and sexual assault. While a few studies have evaluated students' predispositions and orientations around engaging in bystander intervention (BI) to prevent sexual assault, little has been done for preventing sexual harassment. The purpose of this study was to evaluate theory-based differences in college students' willingness to engage in BI for preventing either sexual assault or sexual harassment. Students were surveyed at two time points. At T1, intentions, attitudes, perceived norms, and perceived behavioral control (PBC) for BI to prevent sexual assault were evaluated, and the same variables were evaluated at T2 for sexual harassment. Independent t-tests evaluated differences between groups. Linear regression analyses were used to evaluate determinants of intentions for BI for both groups. Students' attitudes toward BI/sexual assault were significantly higher than students' attitudes toward BI/sexual harassment (p = .019; d = .22). Conversely, students' PBC toward BI/sexual harassment was significantly higher than students' PBC for BI/sexual assault (p ≤.001; d = .49). Attitudes (p < .001) and PBC (p < .001) explained 45.9% of the variance of intentions for BI/sexual assault, while perceived norms (p < .001) and attitudes (p < .001) explained 28.4% of the variance of intentions for BI/sexual harassment. Sexual violence, encompassing both sexual assault and sexual harassment, is a pervasive issue on college campuses. More attention should be focused on preventing sexual harassment, as it can create a downstream effect. Furthermore, specific BI practices should be investigated to understand which are more effective at preventing sexual harassment and sexual assault.

Analysis Of The Influence Of Digital Brand Perception And E-Wom On Repurchase Intention Of Internet Protocol Television Service Product

The purpose of this study is to determine whether brand image and unfavorable electronic word-of-mouth factors have an impact on repurchase intentions. The study's population consists of social media users in a few Indonesian cities. With a sample size of 100 respondents, researchers employed a non-probability sampling method with a purposive sampling strategy. This study use questionnaires and literature reviews as data collection methods. Researchers employed quantitative techniques in this study. The path analysis method was applied by researchers. Based on the findings, it was determined that the negative electronic word-of-mouth variable had a direct impact on the brand image variable. The purchasing choice variable is directly impacted by the unfavorable electronic word-of-mouth variable. The repurchase intention variable is directly impacted by the brand image variable. Negative brand perception and electronic word-of-mouth have an impact on the repurchase intention variable. Via the brand image variable, the negative electronic word-of-mouth variable indirectly affects the repurchase intention variable. The aforementioned points provide an explanation for how brand image influences repurchase intentions when it comes to electronic word-of-mouth. It is intended that these findings would help the business sustain and improve electronic word-of-mouth on social media in the future.

THE EFFECTIVENESS OF TIKTOK AS A MEANS OF HEDONIC PRODUCT PROMOTION IN THE DIGITAL ERA: CASE STUDY IN INDONESIA

Digital technology has developed rapidly nowadays, and affects all areas of life, including the business activities. Currently, many companies use the popularity of electronic social media to promote their products and brands. There are many types of social media that are popular among consumers, such as Instagram, Facebook, Twitter (X) and the last one is TikTok. Since 2016, social media users have had access to TikTok, a short video application originally devoted to music and created by Bytedance. Recently, TikTok has rapidly gained popularity among social media users. However, there has not been much social and business research into the effectiveness of TikTok in influencing consumer attitudes and behavior towards products and brands. on the other hand, the concern of the government, society and some consumers regarding the need to preserve the environment and consume environmentally friendly products is urgent. Therefore, a lot of research is needed that combines two things; The first is the effectiveness of social media in encouraging consumer buying behavior, and the second is consumer concern for consuming environmentally friendly and green products. This research aims to test whether promotional activities on TikTok social media can influence a consumer's brand trust and brand engagement; and do brand trust and brand engagement influence the intention to purchase environmentally friendly products? To answer the research hypothesis, this study employed the Purposive Sampling method with 283 participants, including students, alumni, and colleagues of Duta Wacana Christian University, to examine the effectiveness of TikTok as a means of promoting hedonic products in the digital era. This research using survey methods with questionnaire; and researcher using purposive random sampling as a sampling technique. The Structural Equation Modeling (SEM) method was used to process the data and evaluate the research model and hypotheses. The SEM analysis and hypothesis testing results indicate that consumer activity on social media has a positive and significant effect on consumer trust in brands that are often promoted via social media. Additionally, the social media marketing variable has a positive and significant effect on the Brand Engagement variable. The study found that both the Brand Trust and Brand Engagement variables had a positive and significant impact on Purchase intention variable, indicating a desire to purchase a particular brand. The results suggest that consumers who wish to purchase products through TikTok are typically active on the platform and have a sense of trust and engagement with the brand.

The Influence of Compensation, Work Environment, and Career Development on the Turnover Intention of Mitra Mandiri Kabanjahe Cooperative Employees

Increasing productivity and organizational stability is highly dependent on employee satisfaction and loyalty. In this context, this research specifically focuses on understanding the impact of compensation, work environment, and career development on employee motivation which is very significant. to resign, collectively known as turnover intention. The method used is a quantitative method. Research will be conducted with a sample of 30 respondents. The research results show that there is a partial and significant influence between the compensation, work environment and career development variables on the turnover intention variable, and there is a simultaneous and significant influence of each independent variable on the dependent variable. Based on the results of the data analysis carried out, it can be concluded that the compensation, work environment and career development variables have a significant impact with negative values or in the opposite direction to the turnover intention variable

Participatory intention and behavior towards riparian peri-urban forests management; an extended theory of planned behavior application.

Peri-urban forests play crucial role in quality of life and environment for citizens. To effectively utilize the services provided by these forests, it is essential to establish an integrated forest management system that aims to achieve a balance of all ecosystem services. This can be accomplished through a participatory approach that involves key citizen stakeholders. Mountaineers shape a specific group which have showed high pro-environmental behaviors to protect natural resources. This research aimed to examine the influencing factors on mountaineers' intention to participate and their actual behavior in the management of riparian peri-urban forests in this field using extended theory of planned behavior. Environmental values and perceived barriers were added to original model as additional components to enhance its explanatory power. A sample size of 416 individuals was surveyed using a questionnaire. Data was analyzed using Smart-PLS. The findings of the analysis revealed that the developed model accounted for 75.2% of the variance in mountaineers' intention and 67.8% of behavior. The results demonstrated that three main components of model including attitudes, subjective norms and perceived behavioral control significantly influenced individuals' intentions to participate in peri-urban forests management. Furthermore, intentions were cleared to have a positive influence on actual behavior in this context. Additionally, environmental values were found to be positively correlated with individuals' intentions but not statistically significant behavior toward participate in urban forest management. Perceived barriers were found to have a negative impact on individuals' intentions toward participate in urban forest management. The perceived barriers and behavior had not statistically significant relationship. The results of study provide valuable insights for the development of effective management strategies to promote mountaineers' participation in riparian PUFs management. The study emphasizes the importance of environmental education and awareness campaigns targeted at mountaineers.

Analysis Of Behavioral Determinants Preventing Food Waste in Consumers Based on the Theory Of Planned Behavior (TPB) Mediated By Behavior Intention

The hospitality industry is one of the largest sources of food waste, accounting for 17% of total food waste and more than two-thirds of avoidable food waste. Due to an increase in the trend of eating out driven by increased incomes and tourism, food waste in hospitality services is affecting the world. It has a significant impact on developed and developing countries. This is a major challenge for the hospitality industry. Using survey data from 230 respondents, researchers processed the data to analyse the influence between variables using the Structural Equation Modeling (SEM) AMOS application. The results showed that Subjective Norm (SN), Perceived Behavior Control (PBC), and Moral Norm (MN) had a significant positive effect on Behavior Intention (BI). Behavior Intention (BI) also has a significant positive effect on Food Waste Behavior (FW). In addition, subjective Norms (SN), perceived behaviour control (PBC), and moral norms (MN) also have a significant positive effect on food waste behaviour (FW). The Behavior Intention (BI) variable can mediate the influence between the Perceived Behavior Control (PBC) and Moral Norm (MN) variables with the Food Waste Behavior (FW) variable. While Attitude Towards Behavior (ATT) does not have a significant effect on Behavior Intention (BI) and Food Waste Behavior (FW). In addition, Behavior Intention (BI) cannot mediate the influence between Attitude Towards Behavior (ATT) and Subject Norm (SN) variables on Food Waste Behavior (FW).

How work stress influence turnover intention among Chinese local undergraduate university teachers: the mediating effect of job burnout and the moderating effect of self-efficacy.

Turnover intention is one of the common disturbances that affect the career development and management of university teachers. With an aim to solve this thorny issue, the study examined the associations between turnover intention and work stress among local undergraduate university teachers in China. A questionnaire survey was carried out on 7,565 local university teachers. Initially, confirmatory factor analysis was employed to validate the reliability and validity of the scale. Subsequently, descriptive statistics and correlation analyses were conducted. Following this, a latent moderated structural equation (LMS) was used to explore the relationship among work stress, job burnout, self-efficacy, and turnover intention. Moreover, the bias-corrected Bootstrap method was applied to further examine the mediating effects, moderating effects, and moderated mediating effects in the model. The hypothesized moderated mediation model was verified significant. Work stress directly and positively predicted job burnout and turnover intention, with job burnout serving a partial mediating role between work stress and turnover intention. Additionally, self-efficacy negatively moderated the direct impact of work stress on job burnout, as well as the mediating effect of job burnout. As the self-efficacy of university teachers increased, the direct effect of work stress on job burnout and the mediating effect of job burnout decreased. This study expanded the research on the antecedent variables of university teachers' turnover intention and revealed the individual contingency mechanism by which work stress affected turnover intention: the negative moderating effect of self-efficacy. Work stress induced university teachers' turnover intention, and this phenomenon was more obvious for faculties with low self-efficacy. Administrators of local undergraduate universities need to rationalize the allocation of teachers' job responsibilities and pay attention to the negative consequences of work stress in order to reduce turnover intentions. Particular attention should be paid to enhance teachers' self-efficacy. The findings of this study can provide in-depth recommendations for university faculty management and policy making, which can help shape a working atmosphere more conducive to teaching and research, thus enhancing the overall quality and competitiveness of faculty members within universities.

Psychosocial Factors Influencing Parents' Acceptance of COVID-19 Vaccination for Their Children: An Italian Cross-Sectional Study.

Vaccine hesitancy poses a significant threat to the health of individuals across all age groups, which has been exacerbated by the COVID-19 pandemic. In this cross-sectional study, an extension of the Theory of Planned Behavior (TPB) was applied to investigate psychosocial variables predicting intention to vaccinate children under 12 against COVID-19 in a sample of 420 Italian parents (Mean age = 40.4, SD = 5.9; Women = 78.1%). Hierarchical regression analysis revealed that, among the TPB variables, cognitive attitude, descriptive norms, and perceived behavioral control significantly predicted parents' vaccination intention. Furthermore, including trust in the institutions' ability to manage the vaccination campaign in the model significantly increased the explained variance in intention. These findings suggest that campaigns promoting childhood COVID-19 vaccination should not only emphasize the safety and effectiveness of vaccines for children but also focus on reducing barriers to vaccination. Additionally, attention should be given to enhancing the perception that this behavior is widespread among other parents, thus leveraging the power of social influence. Finally, and not less important, significant efforts should be directed toward building and reinforcing trust in the system of actors promoting and managing the COVID-19 vaccination campaign.

AI 디지털교과서에 대한 예비교사의 사용의도 및 인식 분석

Objectives Ministry of Education is promoting the development and introduction of AI digital textbooks as one of its measures for digital-based educational innovation. Changes in teachers' behavior are crucial for educational innovation, and the success or failure of policies will be influenced by pre-service teachers' perception of AI digital textbooks. The purpose of this study is to analyze the pre-service teachers' intention to use of AI digital textbooks and identify the factors that affect their acceptance of this innovation, in order to determine how to increase the actual cceptance among pre-service teachers.&#x0D; Methods Based on the Extension of the Technology Acceptance Model, hypothesis model of the study was proposed by adding variables such as subjective norms, compatibility, and innovativeness. To verify the hypothesis model, an online survey was conducted on 189 pre-service teachers to investigate their intention of use and perception of AI digital textbooks, and multiple regression analysis was conducted based on the survey results.&#x0D; Results The regression model, which examines the relationship between perceived usefulness and perceived ease of use, compatibility, subjective norm, and intention to use, was found to explain 63.3% of the variance in intention to use. Perceived usefulness, compatibility, and subjective norm demonstrated a statistically significant influence on the intention to use. Contrarily, no significant effect of perceived ease of use and innovation on the intention to use was found.&#x0D; Conclusions The conclusion of this study is as follows. First, rather than emphasizing the convenience of AI digital textbooks, promoting awareness of their usefulness for improving teaching and learning can contribute to the wider adoption of AI digital textbooks. Second, given the impact of social relations on pre-service teachers, it is imperative to provide support to enable teachers to engage in discussions about AI digital textbooks and their integration into teaching and learning plans. Third, promoting the use of AI digital textbooks to teachers can be achieved by effectively conveying the necessity and value of personalized education to be realized through them.&#x0D;

The Role of Job Engagement in Mediating Work Life Balance in Turnover Intention

Gen Z is a generation that has difficulty experiencing job satisfaction. Gen Z tends to have the intention to reach the highest peak in a job. Therefore, Gen Z has a tendency to leave the company and look for alternative jobs in other workplaces. This study aims to determine the effect of work life balance on turnover intention through job engagement for Gen Z employees in Surabaya. This research method uses quantitative analysis techniques to test hypotheses and test mediation or path analysis. The results of this study found that work life balance and job engagement have a simultaneous effect on turnover intention variables.

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.

Why teachers do (or do not) implement recommended teaching practices? An application of the theory of planned behavior.

In Luxembourg, competency-based practices (CBP), differentiated instruction (DI), and formative assessment (FA) have been imposed by the 2009 school law. Referring to the Theory of Planned Behavior (TPB), this study examined factors influencing the implementation of these practices in classrooms. Teachers participated in an online survey assessing their attitudes, subjective norm, perception of behavioral control, intention, and pedagogical practices regarding CBP, DI, or FA. Measurement models were used in structural equation models testing the TPB. If the main relationships postulated by the theory were confirmed, some inconstancies were observed depending on the targeted practices. Structural equation TPB models controlling for gender, experience, teaching level, and socio-economic level of the school population explained between 20 and 45% of the variance in teachers' practices, and between 65 and 75% of the variance in teachers' intention to use these practices. The relevance of the TPB for studying teaching practices and implications for professional training are discussed.

Exploring socio-psychological factors affecting farmers' intention to choose a low-water-demand cropping pattern for water resources conservation: Application of the health belief model

Water scarcity threatens food security and leads to various economic, social, and environmental challenges, particularly in arid and semi-arid regions. As the agricultural sector consumes the most significant amount of water, conserving water resources in this sector is particularly important. Cultivation of low-water-demand (LWD) crops with high value-added is one of the effective measures to reduce agricultural water demand and improve farmers' livelihoods. However, changing water-intensive crops to LWD crops (e.g., medicinal plants) is voluntary pro-environmental behavior. Considering the role of psychological theories in understanding and explaining human behaviors, the main purpose of the current paper is to explore the socio-psychological determinants underlying farmers' intention to adopt an LWD cropping pattern using the Health Belief Model (HBM). In this regard, data were collected using face-to-face interviews with 184 farmers living in Zanjan province, Iran to examine their intention to cultivate LWD medicinal plants. Using structural equation modeling for data analysis, the HBM explained 49% of the variance in farmers' behavioral intentions. The structural equation modeling outcomes also revealed that self-efficacy, perceived barriers, cues to action, and perceived benefits are significantly related to farmers' intention to choose medicinal plants. Overall, the findings indicated the effectiveness and applicability of the HBM in illustrating farmers’ intention to change their cropping pattern. Applying some strategies such as providing the necessary facilities and training programs for farmers, as well as, advertisements aimed at promoting the cultivation of medicinal plants can significantly contribute to conserving water resources in the study area.

Utility of the Theory of Planned Behaviour for predicting parents' intentions to vaccinate their children against COVID-19.

Vaccination is a crucial form of primary prevention, and it is important to understand the factors that influence parents' decisions to vaccinate their children. The current study examines the utility of the Theory of Planned Behaviour (TPB) and anticipated affect for explaining parents' intentions to vaccinate their children against COVID-19. Parents (N = 843) living in the United States completed an online survey. The TPB variables explained 65% of the variability in parents' intentions. In addition to all three of the TPB antecedents predicting vaccine intentions, both anticipated regret of not vaccinating and anticipated positive emotions of vaccinating were associated with parent intentions. Contrary to predictions, subjective norms were a stronger predictor of intentions when perceived behavioural control was lower compared to higher. These findings help further our understanding of parent-for-child vaccine decisions in the context of novel health threats and inform intervention efforts aimed at encouraging this behaviour.

Determinants of Human Papillomavirus (HPV) vaccination intentions among young adult college students using the theory of planned behavior

Purpose: To determine college students’ intentions to be Human Papillomavirus (HPV) vaccinated. Methods: The study was comprised of college students aged 18–45 years. A survey was developed based on the Theory of Planned Behavior (TPB). The significance of the TPB constructs—attitude, subjective norms, and perceived behavioral control—and an additional construct—knowledge—in predicting intention were assessed. Results: The regression model containing attitude, subjective norms and perceived behavioral control accounted for 40% of the variance in intention. Attitude and subjective norms were significant predictors, while perceived behavioral control was not. Provider recommendation was the only significant covariate. Knowledge did not significantly contribute to the model. Discussion: The TPB was useful in predicting HPV vaccination intentions. A focus on attitude, subjective norms and provider recommendation may be useful in creating new or enhancing existing interventions.

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.