Decision Sciences › Information Systems and Management

Technology Adoption and User Behaviour

Works Count: 102581

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Description

This cluster of papers explores the acceptance and adoption of information technology, focusing on the Technology Acceptance Model, user satisfaction, consumer trust in e-commerce, and the use of partial least squares structural equation modeling. It delves into topics such as online shopping behavior, mobile banking adoption, and the factors influencing user acceptance of new technologies.

Keywords

Technology Acceptance Model; Information Systems; Online Shopping; Partial Least Squares; Consumer Trust; E-commerce; User Satisfaction; Mobile Banking; Structural Equation Modeling; Perceived Ease of Use

Common Method Bias in PLS-SEM

2015-07-01

Ned Kock

The author discusses common method bias in the context of structural equation modeling employing the partial least squares method (PLS-SEM). Two datasets were created through a Monte Carlo simulation to … The author discusses common method bias in the context of structural equation modeling employing the partial least squares method (PLS-SEM). Two datasets were created through a Monte Carlo simulation to illustrate the discussion: one contaminated by common method bias, and the other not contaminated. A practical approach is presented for the identification of common method bias based on variance inflation factors generated via a full collinearity test. The author's discussion builds on an illustrative model in the field of e-collaboration, with outputs generated by the software WarpPLS. They demonstrate that the full collinearity test is successful in the identification of common method bias with a model that nevertheless passes standard convergent and discriminant validity assessment criteria based on a confirmation factor analysis.

Personal Computing: Toward a Conceptual Model of Utilization

1991-03-01

Ronald L. Thompson , Christopher A. Higgins , Jane M. Howell

Organizations continue to invest heavily in personal computers for their knowledge workers. When use is optional, however, having access to the technology by no means ensures it will be used … Organizations continue to invest heavily in personal computers for their knowledge workers. When use is optional, however, having access to the technology by no means ensures it will be used or used effectively. To help us gain a better understanding of factors that influence the use of personal computers, researchers have recently adopted the theory of reasoned action proposed by Fishbein and Azjen (1975). This study uses a competing theory of behavior proposed by Triandis (1980). Responses were collected from 212 knowledge workers in nine divisions of a multi-national firm, and the measures and research hypotheses were analyzed using partial least squares (PLS). The results show that social norms and three components of expected consequences (complexity of use, fit between the job and PC capabilities, and long-term consequences) have a strong influence on utilization. These findings confirm the importance of the expected consequences of using PC technology, suggesting that training programs and organizational policies could be instituted to enhance or modify these expectations.

Assessing IT Usage: The Role of Prior Experience

1995-12-01

Shirley Taylor , Peter Todd

A variety of models that incorporate attitudinal, social, and control factor have been advanced to explain IT usage, of which the Technology Acceptance Model (TAM) is the most well know. … A variety of models that incorporate attitudinal, social, and control factor have been advanced to explain IT usage, of which the Technology Acceptance Model (TAM) is the most well know. One goal of such models is to develop diagnostic tools to predict information systems acceptance and facilitate design changes before users have experience with a system. However, empirical tests of these models have generally focused on either systems that were already in use by the study participants, or systems that the participants were familiar with, such as word processing packages and spreadsheets. Given this, it is unclear (1) whether models such as TAM are predictive of behavior for inexperienced users and, more importantly, (2) whether the determinants of IT usage are the same for experienced and inexperiened users of a system.

Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication

1992-06-01

Dennis A. Adams , R. Ryan Nelson , Peter Todd

This paper presents the findings of two studies that replicate previous work by Fred Davis on the subject of perceived usefulness, ease of use, and usage of information technology. The … This paper presents the findings of two studies that replicate previous work by Fred Davis on the subject of perceived usefulness, ease of use, and usage of information technology. The two studies focus on evaluating the psychometric properties of the ease of use and usefulness scales, while examining the relationship between ease of use, usefulness, and system usage. Study 1 provides a strong assessment of the convergent validity of the two scales by examining heterogeneous user groups dealing with heterogeneous implementations of messaging technology. In addition, because one might expect users to share similar perspectives about voice and electronic mail, the study also represents a strong test of discriminant validity. In this study a total of 118 respondents from 10 different organizations were surveyed for their attitudes toward two messaging technologies: voice and electronic mail.

Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs

1999-06-01

Elena Karahanna , Detmar W. Straub , Norman L. Chervany

The process of information technology adoption and use is critical to deriving the benefits of information technology. Yet from a conceptual standpoint, few empirical studies have made a distinction between … The process of information technology adoption and use is critical to deriving the benefits of information technology. Yet from a conceptual standpoint, few empirical studies have made a distinction between individuals' pre-adoption and post-adoption (continued use) beliefs and attitudes. This distinction is crucial in understanding and managing this process over time. The current study combines innovation diffusion and attitude theories in a theoretical framework to examine differences in pre-adoption and post-adoption beliefs and attitudes. The examination of Windows technology in a single organization indicates that users and potential adopters of information technology differ on their determinants of behavioral intention, attitude, and subjective norm. Potential adopter intention to adopt is solely determined by normative pressures, whereas user intention is solely determined by attitude. In addition, potential adopters base their attitude on a richer set of innovation characteristics than users. Whereas pre-adoption attitude is based on perceptions of usefulness, ease-of-use, result demonstrability, visibility, and trialability, post-adoption attitude is only based on instrumentality beliefs of usefulness and perceptions of image enhancements.

Trust and TAM in Online Shopping: An Integrated Model

2003-01-01

Gefen , Karahanna , Straub

A separate and distinct interaction with both the actual e-vendor and with its IT Web site interface is at the heart of online shopping. Previous research has established, accordingly, that … A separate and distinct interaction with both the actual e-vendor and with its IT Web site interface is at the heart of online shopping. Previous research has established, accordingly, that online purchase intentions are the product of both consumer assessments of the IT itself-specifically its perceived usefulness and ease-of-use (TAM)-and trust in the e-vendor. But these perspectives have been examined independently by IS researchers. Integrating these two perspectives and examining the factors that build online trust in an environment that lacks the typical human interaction that often leads to trust in other circumstances advances our understanding of these constructs and their linkages to behavior. Our research on experienced repeat online shoppers shows that consumer trust is as important to online commerce as the widely accepted TAM use-antecedents, perceived usefulness and perceived ease of use. Together these variable sets explain a considerable proportion of variance in intended behavior. The study also provides evidence that online trust is built through (1) a belief that the vendor has nothing to gain by cheating, (2) a belief that there are safety mechanisms built into the Web site, and (3) by having a typical interface, (4) one that is, moreover, easy to use.

Task-Technology Fit and Individual Performance

1995-06-01

Dale L. Goodhue , Ronald L. Thompson

A key concern in Information Systems (IS) research has been to better understand the linkage between information systems and individual performance. The research reported in this study has two primary … A key concern in Information Systems (IS) research has been to better understand the linkage between information systems and individual performance. The research reported in this study has two primary objectives: (1) to propose a comprehensive theoretical model that incorporates valuable insights from two complementary streams of research, and (2) to empirically test the core of the model. At the heart of the new model is the assertion that for an information technology to have a positive impact on individual performance, the technology: (1) must be utilized and (2) must be a good fit with the tasks it supports. This new model is moderately supported by an analysis of data from over 600 individuals in two companies. This research highlights the importance of the fit between technologies and users' tasks in achieving individual performance impacts from information technology. It also suggests that task-technology fit when decomposed into its more detailed components, could be the basis for a strong diagnostic tool to evaluate whether information systems and services in a given organization are meeting user needs.

Partial least squares structural equation modeling (PLS-SEM)

2014-02-26

Joe F. Hair , Marko Sarstedt , Lucas Hopkins +1 more

Abstract Purpose The authors aim to present partial least squares (PLS) as an evolving approach to structural equation modeling (SEM), highlight its advantages and limitations and provide an overview of … Abstract Purpose The authors aim to present partial least squares (PLS) as an evolving approach to structural equation modeling (SEM), highlight its advantages and limitations and provide an overview of recent research on the method across various fields. Design/methodology/approach In this review article, the authors merge literatures from the marketing, management, and management information systems fields to present the state-of-the art of PLS-SEM research. Furthermore, the authors meta-analyze recent review studies to shed light on popular reasons for PLS-SEM usage. Findings PLS-SEM has experienced increasing dissemination in a variety of fields in recent years with nonnormal data, small sample sizes and the use of formative indicators being the most prominent reasons for its application. Recent methodological research has extended PLS-SEM's methodological toolbox to accommodate more complex model structures or handle data inadequacies such as heterogeneity. Research limitations/implications While research on the PLS-SEM method has gained momentum during the last decade, there are ample research opportunities on subjects such as mediation or multigroup analysis, which warrant further attention. Originality/value This article provides an introduction to PLS-SEM for researchers that have not yet been exposed to the method. The article is the first to meta-analyze reasons for PLS-SEM usage across the marketing, management, and management information systems fields. The cross-disciplinary review of recent research on the PLS-SEM method also makes this article useful for researchers interested in advanced concepts.

Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model

2003-04-01

Paul A. Pavlou

This paper aims to predict consumer acceptance of e-commerce by proposing a set of key drivers for engaging consumers in on-line transactions. The primary constructs for capturing consumer acceptance of … This paper aims to predict consumer acceptance of e-commerce by proposing a set of key drivers for engaging consumers in on-line transactions. The primary constructs for capturing consumer acceptance of e-commerce are intention to transact and on-line transaction behavior. Following the theory of reasoned action (TRA) as applied to a technology-driven environment, technology acceptance model (TAM) variables (perceived usefulness and ease of use) are posited as key drivers of e-commerce acceptance. The practical utility of TAM stems from the fact that e-commerce is technology-driven. The proposed model integrates trust and perceived risk, which are incorporated given the implicit uncertainty of the e-commerce environment. The proposed integration of the hypothesized independent variables is justified by placing all the variables under the nomological TRA structure and proposing their interrelationships. The resulting research model is tested using data from two empirical studies. The first, exploratory study comprises three experiential scenarios with 103 students. The second, confirmatory study uses a sample of 155 on-line consumers. Both studies strongly support the e-commerce acceptance model by validating the proposed hypotheses. The paper discusses the implications for e-commerce theory, research, and practice, and makes several suggestions for future research.

The DeLone and McLean Model of Information Systems Success: A Ten-Year Update

2003-04-01

William DeLone , Ephraim R. McLean

Abstract Ten years ago, we presented the DeLone and McLean Information Systems (IS) Success Model as a framework and model for measuring the complex-dependent variable in IS research. In this … Abstract Ten years ago, we presented the DeLone and McLean Information Systems (IS) Success Model as a framework and model for measuring the complex-dependent variable in IS research. In this paper, we discuss many of the important IS success research contributions of the last decade, focusing especially on research efforts that apply, validate, challenge, and propose enhancements to our original model. Based on our evaluation of those contributions, we propose minor refinements to the model and propose an updated DeLone and McLean IS Success Model. We discuss the utility of the updated model for measuring e-commerce system success. Finally, we make a series of recommendations regarding current and future measurement of IS success. Keywords: EVALUATION OF INFORMATION SYSTEMSIMPACT OF INFORMATION TECHNOLOGYINFORMATION QUALITYINFORMATION SYSTEMS SUCCESSSERVICE QUALITYSYSTEMSQUALITYUSE OF INFORMATION SYSTEMSUSER SATISFACTION

Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology

1989-09-01

Fred D. Davis

Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The … Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.

Extrinsic and Intrinsic Motivation to Use Computers in the Workplace<sup>1</sup>

1992-07-01

Fred D. Davis , Richard P. Bagozzi , Paul R. Warshaw

Previous research indicates that perceived usefulness is a major determinant and predictor of intentions to use computers in the workplace. In contrast, the impact of enjoyment on usage intentions has … Previous research indicates that perceived usefulness is a major determinant and predictor of intentions to use computers in the workplace. In contrast, the impact of enjoyment on usage intentions has not been examined. Two studies are reported concerning the relative effects of usefulness and enjoyment on intentions to use, and usage of, computers in the workplace. Usefulness had a strong effect on usage intentions in both Study 1, regarding word processing software (β=.68), and Study 2, regarding business graphics programs (β=.79). As hypothesized, enjoyment also had a significant effect on intentions in both studies, controlling for perceived usefulness (β=.16 and 0.15 for Studies 1 and 2, respectively). Study 1 found that intentions correlated 0.63 with system usage and that usefulness and enjoyment influenced usage behavior entirely indirectly through their effects on intentions. In both studies, a positive interaction between usefulness and enjoyment was observed. Together, usefulness and enjoyment explained 62% (Study 1) and 75% (Study 2) of the variance in usage intentions. Moreover, usefulness and enjoyment were found to mediate fully the effects on usage intentions of perceived output quality and perceived ease of use. As hypothesized, a measure of task importance moderated the effects of ease of use and output quality on usefulness but not on enjoyment. Several implications are drawn for how to design computer programs to be both more useful and more enjoyable in order to increase their acceptability among potential users.

Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings

1982-02-01

Louis G. Tornatzky , Katherine J. Klein

A review and meta-analysis was performed of seventy-five articles concerned with innovation characteristics and their relationship to innovation adoption and implementation. One part of the analysis consisted of constructing a … A review and meta-analysis was performed of seventy-five articles concerned with innovation characteristics and their relationship to innovation adoption and implementation. One part of the analysis consisted of constructing a methodological profile of the existing studies, and contrasting this with a hypothetical optimal approach. A second part of the study employed meta-analytic statistical techniques to assess the generality and consistency of existing empirical findings. Three innovation characteristics (compatibility, relative advantage, and complexity) had the most consistent significant relationship to innovation adoption. Suggestions for future research in the area were made.

Understanding Information Technology Usage: A Test of Competing Models

1995-06-01

Shirley Taylor , Peter Todd

The Technology Acceptance Model and two variations of the Theory of Planned Behavior were compared to assess which model best helps to understand usage of information technology. The models were … The Technology Acceptance Model and two variations of the Theory of Planned Behavior were compared to assess which model best helps to understand usage of information technology. The models were compared using student data collected from 786 potential users of a computer resource center. Behavior data was based on monitoring 3,780 visits to the resource center over a 12-week period. Weighted least squares estimation revealed that all three models performed well in terms of fit and were roughly equivalent in terms of their ability to explain behavior. Decomposing the belief structures in the Theory of Planned Behavior provided a moderate increase in the explanation of behavioral intention. Overall, the results indicate that the decomposed Theory of Planned Behavior provides a fuller understanding of behavioral intention by focusing on the factors that are likely to influence systems use through the application of both design and implementation strategies.

Hedonic and utilitarian motivations for online retail shopping behavior

2001-12-01

Terry L. Childers , Christopher L. Carr , Joann Peck +1 more

Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior

1991-09-01

Kieran Mathieson

Information systems (IS) cannot be effective unless they are used. However, people sometimes do not use systems that could potentially increase their performance. This study compares two models that predict … Information systems (IS) cannot be effective unless they are used. However, people sometimes do not use systems that could potentially increase their performance. This study compares two models that predict an individual's intention to use an IS: the technology acceptance model (TAM) and the theory of planned behavior (TPB). The comparison was designed to be as fair as possible, not favoring one model over the other. Both TAM and TPB predicted intention to use an IS quite well, with TAM having a slight empirical advantage. TAM is easier to apply, but only supplies very general information on users' opinions about a system. TPB provides more specific information that can better guide development.

User Acceptance of Computer Technology: A Comparison of Two Theoretical Models

1989-08-01

Fred D. Davis , Richard P. Bagozzi , Paul R. Warshaw

Computer systems cannot improve organizational performance if they aren't used. Unfortunately, resistance to end-user systems by managers and professionals is a widespread problem. To better predict, explain, and increase user … Computer systems cannot improve organizational performance if they aren't used. Unfortunately, resistance to end-user systems by managers and professionals is a widespread problem. To better predict, explain, and increase user acceptance, we need to better understand why people accept or reject computers. This research addresses the ability to predict peoples' computer acceptance from a measure of their intentions, and the ability to explain their intentions in terms of their attitudes, subjective norms, perceived usefulness, perceived ease of use, and related variables. In a longitudinal study of 107 users, intentions to use a specific system, measured after a one-hour introduction to the system, were correlated 0.35 with system use 14 weeks later. The intention-usage correlation was 0.63 at the end of this time period. Perceived usefulness strongly influenced peoples' intentions, explaining more than half of the variance in intentions at the end of 14 weeks. Perceived ease of use had a small but significant effect on intentions as well, although this effect subsided over time. Attitudes only partially mediated the effects of these beliefs on intentions. Subjective norms had no effect on intentions. These results suggest the possibility of simple but powerful models of the determinants of user acceptance, with practical value for evaluating systems and guiding managerial interventions aimed at reducing the problem of underutilized computer technology.

Information Systems Success: The Quest for the Dependent Variable

1992-03-01

William DeLone , Ephraim R. McLean

A large number of studies have been conducted during the last decade and a half attempting to identify those factors that contribute to information systems success. However, the dependent variable … A large number of studies have been conducted during the last decade and a half attempting to identify those factors that contribute to information systems success. However, the dependent variable in these studies—I/S success—has been an elusive one to define. Different researchers have addressed different aspects of success, making comparisons difficult and the prospect of building a cumulative tradition for I/S research similarly elusive. To organize this diverse research, as well as to present a more integrated view of the concept of I/S success, a comprehensive taxonomy is introduced. This taxonomy posits six major dimensions or categories of I/S success—SYSTEM QUALITY, INFORMATION QUALITY, USE, USER SATISFACTION, INDIVIDUAL IMPACT, and ORGANIZATIONAL IMPACT. Using these dimensions, both conceptual and empirical studies are then reviewed (a total of 180 articles are cited) and organized according to the dimensions of the taxonomy. Finally, the many aspects of I/S success are drawn together into a descriptive model and its implications for future I/S research are discussed.

User acceptance of information technology: system characteristics, user perceptions and behavioral impacts

1993-03-01

Fred D. Davis

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A Model of the Antecedents of Perceived Ease of Use: Development and Test

1996-09-01

Viswanath Venkatesh , Fred D. Davis

The Technology Acceptance Model (TAM) has been widely used to predict user acceptance and use based on perceived ease of use and usefulness. However, in order to design effective training … The Technology Acceptance Model (TAM) has been widely used to predict user acceptance and use based on perceived ease of use and usefulness. However, in order to design effective training interventions to improve user acceptance, it is necessary to better understand the antecedents and determinants of key acceptance constructs. In this research, we focus on understanding the determinants of perceived ease of use. Data from three experiments spanning 108 subjects and six different systems supported our hypothesis that an individual's perception of a particular system's ease of use is anchored to her or his general computer self-efficacy at all times, and objective usability has an impact on ease of use perceptions about a specific system only after direct experience with the system. In addition to being an important research issue in user acceptance research, understanding antecedents of perceived ease of use is also important from a practical standpoint since several systems in which millions of dollars are invested are rejected because of poor user interfaces. Moreover, the actual underlying problem might be low computer self-efficacy of the target user group. In such cases, training interventions aimed at improving computer self-efficacy of users may be more effective than improved interface design for increasing user acceptance.

A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents

2007-07-13

Dan J. Kim , Donald L. Ferrin , H. Raghav Rao

A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study

2003-06-01

Wynne W. Chin , Barbara L. Marcolin , Peter R. Newsted

The ability to detect and accurately estimate the strength of interaction effects are critical issues that are fundamental to social science research in general and IS research in particular. Within … The ability to detect and accurately estimate the strength of interaction effects are critical issues that are fundamental to social science research in general and IS research in particular. Within the IS discipline, a significant percentage of research has been devoted to examining the conditions and contexts under which relationships may vary, often under the general umbrella of contingency theory (cf. McKeen et al. 1994, Weill and Olson 1989). In our survey of such studies, the majority failed to either detect or provide an estimate of the effect size. In cases where effect sizes are estimated, the numbers are generally small. These results have led some researchers to question both the usefulness of contingency theory and the need to detect interaction effects (e.g., Weill and Olson 1989). This paper addresses this issue by providing a new latent variable modeling approach that can give more accurate estimates of interaction effects by accounting for the measurement error that attenuates the estimated relationships. The capacity of this approach at recovering true effects in comparison to summated regression is demonstrated in a Monte Carlo study that creates a simulated data set in which the underlying true effects are known. Analysis of a second, empirical data set is included to demonstrate the technique's use within IS theory. In this second analysis, substantial direct and interaction effects of enjoyment on electronic-mail adoption are shown to exist.

User Acceptance of Information Technology: Toward a Unified View

2003-01-01

Venkatesh , Jeremy Morris , Davis

Information technology (IT) acceptance research has yielded many competing models, each with different sets of acceptance determinants. In this paper, we (1) review user acceptance literature and discuss eight prominent … Information technology (IT) acceptance research has yielded many competing models, each with different sets of acceptance determinants. In this paper, we (1) review user acceptance literature and discuss eight prominent models, (2) empirically compare the eight models and their extensions, (3) formulate a unified model that integrates elements across the eight models, and (4) empirically validate the unified model. The eight models reviewed are the theory of reasoned action, the technology acceptance model, the motivational model, the theory of planned behavior, a model combining the technology acceptance model and the theory of planned behavior, the model of PC utilization, the innovation diffusion theory, and the social cognitive theory. Using data from four organizations over a six-month period with three points of measurement, the eight models explained between 17 percent and 53 percent of the variance in user intentions to use information technology. Next, a unified model, called the Unified Theory of Acceptance and Use of Technology (UTAUT), was formulated, with four core determinants of intention and usage, and up to four moderators of key relationships. UTAUT was then tested using the original data and found to outperform the eight individual models (adjusted R2 of 69 percent). UTAUT was then confirmed with data from two new organizations with similar results (adjusted R2 of 70 percent). UTAUT thus provides a useful tool for managers needing to assess the likelihood of success for new technology introductions and helps them understand the drivers of acceptance in order to proactively design interventions (including training, marketing, etc.) targeted at populations of users that may be less inclined to adopt and use new systems. The paper also makes several recommendations for future research including developing a deeper understanding of the dynamic influences studied here, refining measurement of the core constructs used in UTAUT, and understanding the organizational outcomes associated with new technology use.

Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation

1991-09-01

Gary C. Moore , Izak Benbasat

This paper reports on the development of an instrument designed to measure the various perceptions that an individual may have of adopting an information technology (IT) innovation. This instrument is … This paper reports on the development of an instrument designed to measure the various perceptions that an individual may have of adopting an information technology (IT) innovation. This instrument is intended to be a tool for the study of the initial adoption and eventual diffusion of IT innovations within organizations. While the adoption of information technologies by individuals and organizations has been an area of substantial research interest since the early days of computerization, research efforts to date have led to mixed and inconclusive outcomes. The lack of a theoretical foundation for such research and inadequate definition and measurement of constructs have been identified as major causes for such outcomes. In a recent study examining the diffusion of new end-user IT, we decided to focus on measuring the potential adopters' perceptions of the technology. Measuring such perceptions has been termed a “classic issue” in the innovation diffusion literature, and a key to integrating the various findings of diffusion research. The perceptions of adopting were initially based on the five characteristics of innovations derived by Rogers (1983) from the diffusion of innovations literature, plus two developed specifically within this study. Of the existing scales for measuring these characteristics, very few had the requisite levels of validity and reliability. For this study, both newly created and existing items were placed in a common pool and subjected to four rounds of sorting by judges to establish which items should be in the various scales. The objective was to verify the convergent and discriminant validity of the scales by examining how the items were sorted into various construct categories. Analysis of inter-judge agreement about item placement identified both bad items as well as weaknesses in some of the constructs' original definitions. These were subsequently redefined. Scales for the resulting constructs were subjected to three separate field tests. Following the final test, the scales all demonstrated acceptable levels of reliability. Their validity was further checked using factor analysis, as well as conducting discriminant analysis comparing responses between adopters and nonadopters of the innovation. The result is a parsimonious, 38-item instrument comprising eight scales which provides a useful tool for the study of the initial adoption and diffusion of innovations. A short, 25 item, version of the instrument is also suggested.

Extending the TAM for a World-Wide-Web context

2001-02-01

Ji-Won Moon , Young‐Gul Kim

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A new criterion for assessing discriminant validity in variance-based structural equation modeling

2014-08-21

Jörg Henseler , Christian M. Ringle , Marko Sarstedt

Discriminant validity assessment has become a generally accepted prerequisite for analyzing relationships between latent variables. For variance-based structural equation modeling, such as partial least squares, the Fornell-Larcker criterion and the … Discriminant validity assessment has become a generally accepted prerequisite for analyzing relationships between latent variables. For variance-based structural equation modeling, such as partial least squares, the Fornell-Larcker criterion and the examination of cross-loadings are the dominant approaches for evaluating discriminant validity. By means of a simulation study, we show that these approaches do not reliably detect the lack of discriminant validity in common research situations. We therefore propose an alternative approach, based on the multitrait-multimethod matrix, to assess discriminant validity: the heterotrait-monotrait ratio of correlations. We demonstrate its superior performance by means of a Monte Carlo simulation study, in which we compare the new approach to the Fornell-Larcker criterion and the assessment of (partial) cross-loadings. Finally, we provide guidelines on how to handle discriminant validity issues in variance-based structural equation modeling.

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Developing and Validating Trust Measures for e-Commerce: An Integrative Typology

2002-09-01

D. Harrison McKnight , Vivek Choudhury , Charles J. Kacmar

Evidence suggests that consumers often hesitate to transact with Web-based vendors because of uncertainty about vendor behavior or the perceived risk of having personal information stolen by hackers. Trust plays … Evidence suggests that consumers often hesitate to transact with Web-based vendors because of uncertainty about vendor behavior or the perceived risk of having personal information stolen by hackers. Trust plays a central role in helping consumers overcome perceptions of risk and insecurity. Trust makes consumers comfortable sharing personal information, making purchases, and acting on Web vendor advice—behaviors essential to widespread adoption of e-commerce. Therefore, trust is critical to both researchers and practitioners. Prior research on e-commerce trust has used diverse, incomplete, and inconsistent definitions of trust, making it difficult to compare results across studies. This paper contributes by proposing and validating measures for a multidisciplinary, multidimensional model of trust in e-commerce. The model includes four high-level constructs—disposition to trust, institution-based trust, trusting beliefs, and trusting intentions—which are further delineated into 16 measurable, literature-grounded subconstructs. The psychometric properties of the measures are demonstrated through use of a hypothetical, legal advice Web site. The results show that trust is indeed a multidimensional concept. Proposed relationships among the trust constructs are tested (for internal nomological validity), as are relationships between the trust constructs and three other e-commerce constructs (for external nomological validity), as Web experience, personal innovativeness, and Web site quality. Suggestions for future research as well as implications for practice are discussed.

Understanding Information Systems Continuance: An Expectation-Confirmation Model

2001-09-01

Anol Bhattacherjee

This paper examines cognitive beliefs and affect influencing one's intention to continue using (continuance) information systems (IS). Expectation-confirmation theory is adapted from the consumer behavior literature and integrated with theoretical … This paper examines cognitive beliefs and affect influencing one's intention to continue using (continuance) information systems (IS). Expectation-confirmation theory is adapted from the consumer behavior literature and integrated with theoretical and empirical findings from prior IS usage research to theorize a model of IS continuance. Five research hypotheses derived from this model are empirically validated using a field survey of online banking users. The results suggest that users' continuance intention is determined by their satisfaction with IS use and perceived usefulness of continued IS use. User satisfaction, in turn, is influenced by their confirmation of expectation from prior IS use and perceived usefulness. Post-acceptance perceived usefulness is influenced by users' confirmation level. This study draws attention to the substantive differences between acceptance and continuance behaviors, theorizes and validates one of the earliest theoretical models of IS continuance, integrates confirmation and user satisfaction constructs within our current understanding of IS use, conceptualizes and creates an initial scale for measuring IS continuance, and offers an initial explanation for the acceptance-discontinuance anomaly.

Technology Acceptance Model 3 and a Research Agenda on Interventions

2008-05-01

Viswanath Venkatesh , Hillol Bala

ABSTRACT Prior research has provided valuable insights into how and why employees make a decision about the adoption and use of information technologies (ITs) in the workplace. From an organizational … ABSTRACT Prior research has provided valuable insights into how and why employees make a decision about the adoption and use of information technologies (ITs) in the workplace. From an organizational point of view, however, the more important issue is how managers make informed decisions about interventions that can lead to greater acceptance and effective utilization of IT. There is limited research in the IT implementation literature that deals with the role of interventions to aid such managerial decision making. Particularly, there is a need to understand how various interventions can influence the known determinants of IT adoption and use. To address this gap in the literature, we draw from the vast body of research on the technology acceptance model (TAM), particularly the work on the determinants of perceived usefulness and perceived ease of use, and: (i) develop a comprehensive nomological network (integrated model) of the determinants of individual level (IT) adoption and use; (ii) empirically test the proposed integrated model; and (iii) present a research agenda focused on potential pre‐ and postimplementation interventions that can enhance employees' adoption and use of IT. Our findings and research agenda have important implications for managerial decision making on IT implementation in organizations.

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On the Evaluation of Structural Equation Models

1988-01-01

Richard P. Bagozzi , Youjae Yi

Why Don't Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior

2000-03-01

Viswanath Venkatesh , Michael G. Morris

Determinants for the adoption of electronic payment methods in neighborhood stores in the city of BogotáThe objective of this document is to evaluate the factors that determine the adoption of … Determinants for the adoption of electronic payment methods in neighborhood stores in the city of BogotáThe objective of this document is to evaluate the factors that determine the adoption of electronic means of payment by the community of shopkeepers about the city of Bogotá.Information that becomes relevant, considering the low levels of technological acceptance evidenced by the official figures for this type of commercial establishments compared to the retail sector in general.To this end, an adaptation of the extended model of technological acceptance UTAUT 2 was used, in which 6 constructs are taken to predict the intention of adoption, as well as two variables of moderation of the relationships raised between these variables proposed by the author.The work carried out additionally proposes 2 constructs related to cultural factors of this population identified in previous studies.The research was approached from a post positivist paradigm with a quantitative approach that resorted to the use of sampling for convenience and subject to an explanatory scope in which four hundred and sixty-nine (469) surveys were applied.The data were studied from the method of modeling partial least squares structural equations (PLS-SEM), which allowed a multivariate analysis to be carried out, simultaneously examining the different relationships between the constructs of the model to respond to the hypotheses raised.From the systematic review of the literature, the variables for the hypothesized model were established, subsequently the development and validation of the instrument was carried out, which was based on the use of 5-point Likert scales.The validation of the elements and hypotheses of the research was carried out from a rigorous statistical analysis that confirmed both the reliability of the instrument and the quality of the data collected and the existence of relationships between some of the constructs proposed in the model, using indicators such as Cronbach's Alpha, the extracted mean variance, the Path coefficients, and the P values of the model, among others.The results obtained identified the existence of the predictive effect in some of the constructs proposed, establishing in the first place, the predictive effect of the exogenous variables on the intention, as well as the impact that the variables proposed as moderators had on this relationship.Among the data to be highlighted, it was identified that the cultural variable called collectivism, has a determining role in making decisions of technological acceptance in this population.XII Determinantes para la adopción de medios de pago electrónico en tiendas de barrio de la ciudad de BogotáIt is expected that these results will serve as an information base for companies that market their products through neighborhood stores.In this sense, mass consumption companies, transactional and collection services companies, companies dedicated to the sale of lotteries, and other companies that participate significantly in the channel, can obtain relevant information for possible and future business strategies.Additionally, it is expected to contribute to the scarce literature that exists in this regard in the Colombian context by contributing to the academy, since the application of models of technological acceptance in the channel of traditional neighborhood stores has not been previously addressed in our country.It is established as the main limitation of the research, the fact of not having a sampling frame due to the large volume of shopkeepers and the absence of access to updated databases, for which sampling was used for convenience.

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Specifying Formative Constructs in Information Systems Research

2007-01-01

Stacie Petter , Straub , Rai

While researchers go to great lengths to justify and prove theoretical links between constructs, the relationship between measurement items and constructs is often ignored. By default, the relationship between construct … While researchers go to great lengths to justify and prove theoretical links between constructs, the relationship between measurement items and constructs is often ignored. By default, the relationship between construct and item is assumed to be reflective, meaning that the measurement items are a reflection of the construct. Many times, though, the nature of the construct is not reflective, but rather formative. Formative constructs occur when the items describe and define the construct rather than vice versa. In this research, we examine whether formative constructs are indeed being mistaken for reflective constructs by information systems researchers. By examining complete volumes of MIS Quarterly and Information Systems Research over the last 3 years, we discovered that a significant number of articles have indeed misspecified formative constructs. For scientific results to be valid, we argue that researchers must properly specify formative constructs. This paper discusses the implications of different patterns of common misspecifications of formative constructs on both Type I and Type II errors. To avoid these errors, the paper provides a roadmap to researchers to properly specify formative constructs. We also discuss how to address formative constructs within a research model after they are specified.

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Why do people use information technology? A critical review of the technology acceptance model

2002-12-02

Paul Legris , John Ingham , Pierre Collerette

A meta-analysis of the technology acceptance model

2006-08-03

William R. King , Jun He

Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior

2002-06-01

Marios Koufaris

In this study, we consider the online consumer as both a shopper and a computer user. We test constructs from information systems (Technology Acceptance Model), marketing (Consumer Behavior), and psychology … In this study, we consider the online consumer as both a shopper and a computer user. We test constructs from information systems (Technology Acceptance Model), marketing (Consumer Behavior), and psychology (Flow and Environmental Psychology) in an integrated theoretical framework of online consumer behavior. Specifically, we examine how emotional and cognitive responses to visiting a Web-based store for the first time can influence online consumers' intention to return and their likelihood to make unplanned purchases. The instrumentation shows reasonably good measurement properties and the constructs are validated as a nomological network. A questionnaire-based empirical study is used to test this nomological network. Results confirm the double identity of the online consumer as a shopper and a computer user because both shopping enjoyment and perceived usefulness of the site strongly predict intention to return. Our results on unplanned purchases are not conclusive. We also test some individual and Web site factors that can affect the consumer's emotional and cognitive responses. Product involvement, Web skills, challenges, and use of value-added search mechanisms all have a significant impact on the Web consumer. The study provides a more rounded, albeit partial, view of the online consumer and is a significant steptowards a better understanding of consumer behavior on the Web. The validated metrics should be of use to researchers and practitioners alike.

Issues and opinion on structural equation modeling

1998-03-01

Wynne W. Chin

In the past few years, the IS field has seen a substantial increase in the number of submissions and publications using structural equation modeling (SEM) techniques. Part of the reason … In the past few years, the IS field has seen a substantial increase in the number of submissions and publications using structural equation modeling (SEM) techniques. Part of the reason may be the increase in software packages to perform such covariance-based (e.g., LISREL, EQS, AMOS, SEPATH, RAMONA, MX, and CALIS) and componentbased (e.g., PLS-PC, PLS-Graph) analysis. Viewed as a coupling of two traditions -an econometric perspective focusing on prediction and a psychometric emphasis that models concepts as latent (unobserved) variables that are indirectly inferred from multiple observed measures (alternately termed as indicators or manifest variables) -SEM has allowed social scientists to perform path analytic modeling with latent variables (Lvs), which in turn has led some to describe this approach as an example of “a second generation of multivariate analysis” (Fornell 1987, p. 408).

A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology

1998-06-01

Ritu Agarwal , Jayesh Prasad

The acceptance of new information technologies by their intended users persists as an important issue for researchers and practitioners of information systems. Several models have been developed in the literature … The acceptance of new information technologies by their intended users persists as an important issue for researchers and practitioners of information systems. Several models have been developed in the literature to facilitate understanding of the process by which new information technologies are adopted. This paper proposes a new construct that further illuminates the relationships explicit in the technology acceptance models and describes an operational measure for this construct that possesses desirable psychometric properties. The construct, personal innovativeness in the domain of information technology, is hypothesized to exhibit moderating effects on the antecedents as well as the consequences of individual perceptions about a new information technology. The construct was developed and validated in the context of the innovation represented by the World-Wide Web. Implications for theory and practice are discussed.

Predicting e-services adoption: a perceived risk facets perspective

2003-07-31

Mauricio Featherman , Paul A. Pavlou

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Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model

2000-12-01

Viswanath Venkatesh

Much previous research has established that perceived ease of use is an important factor influencing user acceptance and usage behavior of information technologies. However, very little research has been conducted … Much previous research has established that perceived ease of use is an important factor influencing user acceptance and usage behavior of information technologies. However, very little research has been conducted to understand how that perception forms and changes over time. The current work presents and tests an anchoring and adjustment-based theoretical model of the determinants of system-specific perceived ease of use. The model proposes control (internal and external—conceptualized as computer self-efficacy and facilitating conditions, respectively), intrinsic motivation (conceptualized as computer playfulness), and emotion (conceptualized as computer anxiety) as anchors that determine early perceptions about the ease of use of a new system. With increasing experience, it is expected that system-specific perceived ease of use, while still anchored to the general beliefs regarding computers and computer use, will adjust to reflect objective usability, perceptions of external control specific to the new system environment, and system-specific perceived enjoyment. The proposed model was tested in three different organizations among 246 employees using three measurements taken over a three-month period. The proposed model was strongly supported at all points of measurement, and explained up to 60% of the variance in system-specific perceived ease of use, which is twice as much as our current understanding. Important theoretical and practical implications of these findings are discussed.

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A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies

2000-02-01

Viswanath Venkatesh , Fred D. Davis

The present research develops and tests a theoretical extension of the Technology Acceptance Model (TAM) that explains perceived usefulness and usage intentions in terms of social influence and cognitive instrumental … The present research develops and tests a theoretical extension of the Technology Acceptance Model (TAM) that explains perceived usefulness and usage intentions in terms of social influence and cognitive instrumental processes. The extended model, referred to as TAM2, was tested using longitudinal data collected regarding four different systems at four organizations (N = 156), two involving voluntary usage and two involving mandatory usage. Model constructs were measured at three points in time at each organization: preimplementation, one month postimplementation, and three months postimplementation. The extended model was strongly supported for all four organizations at all three points of measurement, accounting for 40%–60% of the variance in usefulness perceptions and 34%–52% of the variance in usage intentions. Both social influence processes (subjective norm, voluntariness, and image) and cognitive instrumental processes (job relevance, output quality, result demonstrability, and perceived ease of use) significantly influenced user acceptance. These findings advance theory and contribute to the foundation for future research aimed at improving our understanding of user adoption behavior.

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A Theoretical Integration of User Satisfaction and Technology Acceptance

2005-03-01

Barbara H. Wixom , Peter Todd

In general, perceptions of information systems (IS) success have been investigated within two primary research streams—the user satisfaction literature and the technology acceptance literature. These two approaches have been developed … In general, perceptions of information systems (IS) success have been investigated within two primary research streams—the user satisfaction literature and the technology acceptance literature. These two approaches have been developed in parallel and have not been reconciled or integrated. This paper develops an integrated research model that distinguishes beliefs and attitudes about the system (i.e., object-based beliefs and attitudes) from beliefs and attitudes about using the system (i.e., behavioral beliefs and attitudes) to build the theoretical logic that links the user satisfaction and technology acceptance literature. The model is then tested using a sample of 465 users from seven different organizations who completed a survey regarding their use of data warehousing software. The proposed model was supported, providing preliminary evidence that the two perspectives can and should be integrated. The integrated model helps build the bridge from design and implementation decisions to system characteristics (a core strength of the user satisfaction literature) to the prediction of usage (a core strength of the technology acceptance literature).

Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research

2006-12-01

Naresh K. Malhotra , Sung S. Kim , Ashutosh Patil

Despite recurring concerns about common method variance (CMV) in survey research, the information systems (IS) community remains largely uncertain of the extent of such potential biases. To address this uncertainty, … Despite recurring concerns about common method variance (CMV) in survey research, the information systems (IS) community remains largely uncertain of the extent of such potential biases. To address this uncertainty, this paper attempts to systematically examine the impact of CMV on the inferences drawn from survey research in the IS area. First, we describe the available approaches for assessing CMV and conduct an empirical study to compare them. From an actual survey involving 227 respondents, we find that although CMV is present in the research areas examined, such biases are not substantial. The results also suggest that few differences exist between the relatively new marker-variable technique and other well-established conventional tools in terms of their ability to detect CMV. Accordingly, the marker-variable technique was employed to infer the effect of CMV on correlations from previously published studies. Our findings, based on the reanalysis of 216 correlations, suggest that the inflated correlation caused by CMV may be expected to be on the order of 0.10 or less, and most of the originally significant correlations remain significant even after controlling for CMV. Finally, by extending the marker-variable technique, we examined the effect of CMV on structural relationships in past literature. Our reanalysis reveals that contrary to the concerns of some skeptics, CMV-adjusted structural relationships not only remain largely significant but also are not statistically differentiable from uncorrected estimates. In summary, this comprehensive and systematic analysis offers initial evidence that (1) the marker-variable technique can serve as a convenient, yet effective, tool for accounting for CMV, and (2) common method biases in the IS domain are not as serious as those found in other disciplines.

An updated and expanded assessment of PLS-SEM in information systems research

2017-03-29

Joe F. Hair , Carole L. Hollingsworth , Adriane B. Randolph +1 more

Purpose Following the call for awareness of accepted reporting practices by Ringle, Sarstedt, and Straub in 2012, the purpose of this paper is to review and analyze the use of … Purpose Following the call for awareness of accepted reporting practices by Ringle, Sarstedt, and Straub in 2012, the purpose of this paper is to review and analyze the use of partial least squares structural equation modeling (PLS-SEM) in Industrial Management & Data Systems ( IMDS ) and extend MIS Quarterly ( MISQ ) applications to include the period 2012-2014. Design/methodology/approach Review of PLS-SEM applications in information systems (IS) studies published in IMDS and MISQ for the period 2010-2014 identifying a total of 57 articles reporting the use of or commenting on PLS-SEM. Findings The results indicate an increased maturity of the IS field in using PLS-SEM for model complexity and formative measures and not just small sample sizes and non-normal data. Research limitations/implications Findings demonstrate the continued use and acceptance of PLS-SEM as an accepted research method within IS. PLS-SEM is discussed as the preferred SEM method when the research objective is prediction. Practical implications This update on PLS-SEM use and recent developments will help authors to better understand and apply the method. Researchers are encouraged to engage in complete reporting procedures. Originality/value Applications of PLS-SEM for exploratory research and theory development are increasing. IS scholars should continue to exercise sound practice by reporting reasons for using PLS-SEM and recognizing its wider applicability for research. Recommended reporting guidelines following Ringle et al. (2012) and Gefen et al. (2011) are included. Several important methodological updates are included as well.

When to use and how to report the results of PLS-SEM

2018-12-20

Joseph F. Hair , Jeffrey J. Risher , Marko Sarstedt +1 more

Purpose The purpose of this paper is to provide a comprehensive, yet concise, overview of the considerations and metrics required for partial least squares structural equation modeling (PLS-SEM) analysis and … Purpose The purpose of this paper is to provide a comprehensive, yet concise, overview of the considerations and metrics required for partial least squares structural equation modeling (PLS-SEM) analysis and result reporting. Preliminary considerations are summarized first, including reasons for choosing PLS-SEM, recommended sample size in selected contexts, distributional assumptions, use of secondary data, statistical power and the need for goodness-of-fit testing. Next, the metrics as well as the rules of thumb that should be applied to assess the PLS-SEM results are covered. Besides presenting established PLS-SEM evaluation criteria, the overview includes the following new guidelines: PLSpredict (i.e., a novel approach for assessing a model’s out-of-sample prediction), metrics for model comparisons, and several complementary methods for checking the results’ robustness. Design/methodology/approach This paper provides an overview of previously and recently proposed metrics as well as rules of thumb for evaluating the research results based on the application of PLS-SEM. Findings Most of the previously applied metrics for evaluating PLS-SEM results are still relevant. Nevertheless, scholars need to be knowledgeable about recently proposed metrics (e.g. model comparison criteria) and methods (e.g. endogeneity assessment, latent class analysis and PLSpredict), and when and how to apply them to extend their analyses. Research limitations/implications Methodological developments associated with PLS-SEM are rapidly emerging. The metrics reported in this paper are useful for current applications, but must always be up to date with the latest developments in the PLS-SEM method. Originality/value In light of more recent research and methodological developments in the PLS-SEM domain, guidelines for the method’s use need to be continuously extended and updated. This paper is the most current and comprehensive summary of the PLS-SEM method and the metrics applied to assess its solutions.

Literature review as a research methodology: An overview and guidelines

2019-08-01

Hannah Snyder

Knowledge production within the field of business research is accelerating at a tremendous speed while at the same time remaining fragmented and interdisciplinary. This makes it hard to keep up … Knowledge production within the field of business research is accelerating at a tremendous speed while at the same time remaining fragmented and interdisciplinary. This makes it hard to keep up with state-of-the-art and to be at the forefront of research, as well as to assess the collective evidence in a particular area of business research. This is why the literature review as a research method is more relevant than ever. Traditional literature reviews often lack thoroughness and rigor and are conducted ad hoc, rather than following a specific methodology. Therefore, questions can be raised about the quality and trustworthiness of these types of reviews. This paper discusses literature review as a methodology for conducting research and offers an overview of different types of reviews, as well as some guidelines to how to both conduct and evaluate a literature review paper. It also discusses common pitfalls and how to get literature reviews published.

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Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology

2012-01-01

Venkatesh , Thong , Xu

This paper extends the unified theory of acceptance and use of technology (UTAUT) to study acceptance and use of technology in a consumer context. Our proposed UTAUT2 incorporates three constructs … This paper extends the unified theory of acceptance and use of technology (UTAUT) to study acceptance and use of technology in a consumer context. Our proposed UTAUT2 incorporates three constructs into UTAUT: hedonic motivation, price value, and habit. Individual differences--namely, age, gender, and experience--are hypothesized to moderate the effects of these constructs on behavioral intention and technology use. Results from a two-stage online survey, with technology use data collected four months after the first survey, of 1,512 mobile Internet consumers supported our model. Compared to UTAUT, the extensions proposed in UTAUT2 produced a substantial improvement in the variance explained in behavioral intention (56 percent to 74 percent) and technology use (40 percent to 52 percent). The theoretical and managerial implications of these results are discussed.

Construct Measurement and Validation Procedures in MIS and Behavioral Research: Integrating New and Existing Techniques

2011-01-01

MacKenzie , Podsakoff

Despite the fact that validating the measures of constructs is critical to building cumulative knowledge in MIS and the behavioral sciences, the process of scale development and validation continues to … Despite the fact that validating the measures of constructs is critical to building cumulative knowledge in MIS and the behavioral sciences, the process of scale development and validation continues to be a challenging activity. Undoubtedly, part of the problem is that many of the scale development procedures advocated in the literature are limited by the fact that they (1) fail to adequately discuss how to develop appropriate conceptual definitions of the focal construct, (2) often fail to properly specify the measurement model that relates the latent construct to its indicators, and (3) underutilize techniques that provide evidence that the set of items used to represent the focal construct actually measures what it purports to measure. Therefore, the purpose of the present paper is to integrate new and existing techniques into a comprehensive set of recommendations that can be used to give researchers in MIS and the behavioral sciences a framework for developing valid measures. First, we briefly elaborate upon some of the limitations of current scale development practices. Following this, we discuss each of the steps in the scale development process while paying particular attention to the differences that are required when one is attempting to develop scales for constructs with formative indicators as opposed to constructs with reflective indicators. Finally, we discuss several things that should be done after the initial development of a scale to examine its generalizability and to enhance its usefulness.

Determinants of smart contract adoption in supply chains: a UTAUT-based PLS-SEM analysis

2025-06-25

Wieland Müller | Operations Management Research

Why users have motivations to substitute VR exergames for traditional sports: a perspective from the technology readiness and acceptance model

2025-06-25

Haodong Sun , Qing Ke | Aslib Journal of Information Management

Purpose This study aims to explore how individual characteristics influence users' perceptions of virtual reality (VR) exergames and their intention to substitute these games for traditional sports, utilizing the technology … Purpose This study aims to explore how individual characteristics influence users' perceptions of virtual reality (VR) exergames and their intention to substitute these games for traditional sports, utilizing the technology readiness and acceptance model (TRAM). Furthermore, this research investigates substitution mechanisms and the development potential of VR exergames to gain insights into the decision-making process regarding the adoption of VR technology. Design/methodology/approach A comprehensive literature review identified new variables related to VR exergames and supported the development of a research model based on TRAM. Online surveys targeted the VR exergames community and employed purposive and snowball sampling methods. The proposed models and 16 hypotheses were examined using partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) with data from 248 validated questionnaires. Findings PLS-SEM results indicate that users’ technological readiness and perceived interactivity significantly influence their perception of VR exergames. Perceived usefulness and substitutability strongly affect the intention to replace traditional sports, while perceived ease of use shows no significant impact. FsQCA identified eleven configurations that lead to a high intention to substitute VR exergames for traditional sports, with perceived substitutability, weekly exercise time in VR exergames and development vision being the core conditions. Originality/value This study provides recommendations for advancing VR exergames to enhance user experience and promote national fitness initiatives. Furthermore, it expands the application of TRAM within the VR context and deepens the understanding of new technology adoption behaviors based on individual differences.

Cross-Functional Integration: Marketing and HR Collaboration to Drive Employee Engagement in Fintech

2025-06-25

Shekhar Jayanthi | European Economic Letters (EEL)

In today’s dynamic fintech landscape, fostering high levels of employee engagement has emerged as a strategic imperative for sustained innovation and competitive advantage. This paper explores the synergistic potential of … In today’s dynamic fintech landscape, fostering high levels of employee engagement has emerged as a strategic imperative for sustained innovation and competitive advantage. This paper explores the synergistic potential of cross-functional integration between Marketing and Human Resources (HR) departments to enhance employee engagement within fintech organizations. Traditionally operating in silos, Marketing and HR are now increasingly recognizing the value of collaboration to align internal and external brand messaging, build a cohesive organizational culture, and deliver employee experiences that mirror customer-centric strategies.

A Study of Key Factors Driving E-commerce Adoption to Boost MSMEs Performance: An ISM and MICMAC Analysis

2025-06-25

Ratnam Mishra Lavi Vats | Journal of Informatics Education and Research

E-commerce adoption has become a transformative lever for Micro, Small, and Medium Enterprises (MSMEs), enhancing their competitiveness, efficiency, and sustainable performance. This study identifies and models thirteen critical factors—comprising six … E-commerce adoption has become a transformative lever for Micro, Small, and Medium Enterprises (MSMEs), enhancing their competitiveness, efficiency, and sustainable performance. This study identifies and models thirteen critical factors—comprising six enabling factors, six resulting performance outcomes, and one ultimate goal (MSME performance)—through a mixed-method approach. Expert evaluations, using focus group discussions and Delphi rounds, informed the selection and structuring of these factors. Interpretive Structural Modeling (ISM) was applied to uncover their hierarchical relationships, while Matrix of Cross-Impact Multiplications Applied to Classification (MICMAC) analysis classified them into driver, dependent, and linkage categories based on driving and dependence power. The results highlight IT knowledge as the foundational enabler, supported by factors such as top management support, government support, competitive pressure, organization size, and reduction in complexity. These enablers drive performance outcomes like brand value, effectiveness, efficiency, productivity, market share, and profitability. The integrated ISM-MICMAC framework offers a strategic roadmap for MSME leaders and policymakers to strengthen digital readiness, allocate resources efficiently, and design supportive interventions. By addressing interdependencies among variables, this research contributes to digital transformation strategies in resource-constrained environments. Future studies may extend this model by incorporating emerging technologies and sector-specific dynamics.

A Systematic Literature Review on Decomposed Theory of Planned Behavior (DTPB) in Technology Adoption

2025-06-25

Rachmatullah Adicahya Nugraha , Mohammad Iqbal , ‎ Wiyata | KnE Social Sciences

This systematic literature review, conducted in accordance with the PRISMA 2020 guidelines, aims to identify the determinants of Attitude (ATT), Subjective Norm (SN), and Perceived Behavioral Control (PBC) within the … This systematic literature review, conducted in accordance with the PRISMA 2020 guidelines, aims to identify the determinants of Attitude (ATT), Subjective Norm (SN), and Perceived Behavioral Control (PBC) within the framework of the Decomposed Theory of Planned Behavior (DTPB) across journal articles published between 2018 and 2024. The review addresses two research questions: (1) What are the determinants of ATT, SN, and PBC in the DTPB framework? and (2) Which technologies have been studied using the DTPB approach? The findings reveal that ATT, a primary antecedent to intention and behavior, is commonly influenced by factors such as compatibility, perceived ease of use, perceived usefulness, complexity, and relative advantage. SN, which reflects social pressure to perform a behavior, is shaped by peer influence, superior influence, student influence, external influence, and family or parental influence. PBC, referring to the perceived ease or difficulty in performing a behavior, is influenced by self-efficacy, facilitating conditions, resource facilitating conditions, and technology facilitating conditions. This review demonstrates the effectiveness of DTPB in explaining the complex dynamics of technology adoption. Understanding the determinants of ATT, SN, and PBC can guide researchers and practitioners in developing more effective strategies to promote technology diffusion and overcome adoption barriers. Additionally, the review highlights the diverse range of technologies examined using the DTPB framework, noting that the influence and interaction of these determinants can vary depending on the specific technology being studied.

Impact Technology Factors on Trust and Intent to Use QRIS

2025-06-25

Kartika Indah Permanasari , Endang Siti Astuti , Kadarisman Hidayat +1 more | KnE Social Sciences

Electronic payment systems have become an important part of modern life, driven by rapid advancements in digital technology. One such innovation is the QRIS (Quick Response Code Indonesian Standard) payment … Electronic payment systems have become an important part of modern life, driven by rapid advancements in digital technology. One such innovation is the QRIS (Quick Response Code Indonesian Standard) payment system, developed by Bank Indonesia to simplify and unify various electronic payment services. This study explores the influence of key technological factors in users’ intentions to adopt QRIS, with trust acting as a mediating variable. Using the Technology Acceptance Model (TAM), the research investigates how perceived ease of use, perceived usefulness, and security/privacy affect users’ willingness to adopt QRIS. Trust identified as a critical link between these technological factors and adoption intention. The study aims develop a conceptual framework that highlights trust as a mediator in QRIS adoption. This article provides insights into user experiences, prior studies on QRIS technology, and the implications of its adoption. The findings are intended to help both current and prospective users understand the benefits of QRIS, while emphasizing the importance of building trust to drive wider acceptance.

Üniversite öğrencilerinin yapay zekâ (yz) kullanım davranışlarını etkileyen faktörlerin yapısal bir model ile araştırılması

2025-06-25

Erkan Arı | Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi

Yapay zeka (YZ) teknolojilerinin hızlı bir şekilde günlük yaşamın her alanına entegre edilmesi, bireylerin bu teknolojilere yönelik kullanım davranışlarını etkileyen bir dizi faktörün ortaya çıkmasına neden olmuştur. Birçok tüketici, günlük … Yapay zeka (YZ) teknolojilerinin hızlı bir şekilde günlük yaşamın her alanına entegre edilmesi, bireylerin bu teknolojilere yönelik kullanım davranışlarını etkileyen bir dizi faktörün ortaya çıkmasına neden olmuştur. Birçok tüketici, günlük yaşamlarında YZ tabanlı uygulamaları, cihazları ve hizmetleri benimsemekte ve kullanmaktadır. Ancak, üniversite öğrencilerinin YZ uygulamalarını kullanma konusundaki tüketici davranışlarını inceleyen araştırmalar oldukça sınırlıdır. Bu çalışmada, YZ kullanımını etkileyen temel faktörler; alışkanlık, kolaylık, davranışsal niyet, kullanım davranışı, teknoloji korkusu ve tüketici güveni bağlamında ele alınacaktır. Literatürdeki mevcut teorik yaklaşımlar ve ampirik bulgular ışığında, bu faktörlerin YZ kullanımına olan etkileri analiz edilmiş ve yapay zeka teknolojilerine yönelik tutumların anlaşılmasına katkı sağlamıştır. Çalışmada literatürden yararlanılarak oluşturulan anket Kütahya Dumlupınar İktisadi ve İdari Bilimler Fakültesi’nde eğitim gören 320 öğrenciye uygulanmış ve veri derleme aracının iç tutarlılık katsayısı Cronbach Alfa (CA) değeri 0,95 olarak hesaplanmıştır. Veriler Google form aracılığıyla çevrimiçi olarak toplanmıştır. Önerilen araştırma modeli ve ilişkileri kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) kullanılarak test edilmiştir. Analiz sonuçları, YZ ilişkin alışkanlık ve kolaylığın kullanım niyetini arttırdığı belirlenmiştir.

Determinants of Continuance Intention by Developing the Expectation Confirmation Model (ECM): A Study of OVO Fintech Application Users in Indonesia

2025-06-25

Amma Fazizah , Mochammad Al Musadiеq , Andriani Kusumawati +1 more | KnE Social Sciences

This research aims to explore the factors influencing the continued use of the OVO fintech application in Indonesia. As digital payment platforms become increasingly common in today’s digital era, OVO … This research aims to explore the factors influencing the continued use of the OVO fintech application in Indonesia. As digital payment platforms become increasingly common in today’s digital era, OVO has emerged as one of the country’s leading fintech services. The study issues a quantitative approach with a sample of 500 respondents selected using purposive sampling, allowing for specific criteria to guide the inclusion of participants. Data were collected through an online survey and analyzed using the fractional minimum quadratic terms method. Of the 13 research hypotheses, 11 were found to significantly influence users’ intention to continue using the application. However, two hypotheses were not supported: perceived usefulness was found to have no significant effect on user satisfaction or continuance intention. These findings offer valuable insights for fintech developers in Indonesia, highlighting areas for improving user experience and boosting wider market adoption. This study is expected to inform future marketing strategies and feature development for the OVO fintech application, ultimately fostering greater user loyalty in an increasingly competitive fintech landscape.

Digital marketing integration and educational product innovation: the mediating effect of organizational innovation climate

2025-06-24

Xiaohui Liang , Wan Mohd Hirwani Wan Hussain , Rabiah Abdul Kadir | Future Technology

This study investigates the relationships between digital marketing strategies (social media marketing, video marketing, and artificial intelligence marketing), organizational innovation climate, and product innovation performance in Malaysian educational institutions, focusing … This study investigates the relationships between digital marketing strategies (social media marketing, video marketing, and artificial intelligence marketing), organizational innovation climate, and product innovation performance in Malaysian educational institutions, focusing on the mediating effect of organizational innovation climate. A quantitative cross-sectional survey design is employed, collecting data from 169 employees working in Malaysian educational institutions, including administrative staff, marketing personnel, academic leaders, and innovation team members from both public and private institutions. The research model is tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that all three dimensions of digital marketing positively impact organizational innovation climate, with artificial intelligence marketing demonstrating the strongest effect (β = 0.323), followed by video marketing (β = 0.289) and social media marketing (β = 0.247). Organizational innovation climate significantly influences product innovation performance (β = 0.683). While social media marketing and video marketing exhibit both direct and indirect effects on innovation performance, artificial intelligence marketing operates entirely through organizational innovation climate, indicating full mediation. The results suggest that educational institutions should implement advanced digital marketing tools alongside nurturing organizational structures that support innovation, with artificial intelligence marketing investments requiring simultaneous development of innovation-friendly climates. Strategic digital marketing significantly impacts educational product innovation through organizational innovation climate, enabling institutions to adapt to emerging insights and design innovative educational products tailored to student demands.

The Influence of E-Service Quality, E-Wom and Discounts on Transportation Ticket Purchase Decisions or Accommodation Booking Services on Traveloka Users

2025-06-24

Nicholas Naufal Dewantra , Agus Sukarno , Hadi Oetomo | Jurnal EMA

Loyalty Program Benefits, Satisfaction, Program Loyalty, and Store Loyalty of Cardholders

2025-06-24

Joana O. Escalera | The Review of Contemporary Scientific and Academic Studies

The Effect of User Satisfaction of the Custom Excise Information System & Automation (CEISA) System on User Trust to Improve Customs Services

2025-06-24

Sri Zuliarni , Maharani Maharani | Jurnal Bisnis Mahasiswa

CEISA can facilitate services and supervision by Customs officers in terms of customs and excise. However, there are still DGCE offices that develop applications independently, which means they are not … CEISA can facilitate services and supervision by Customs officers in terms of customs and excise. However, there are still DGCE offices that develop applications independently, which means they are not integrated with CEISA. This study aims to apply the EUCS technique at one of the Type A Customs and Excise Supervision and Service Offices in Indonesia to analyse the degree of user trust in the CEISA system. This study employs a quantitative design and utilizes the End-User Satisfaction (EUS) technique to assess user trust in the CEISA system. By distributing surveys, this research employs quantitative approaches to gather data from 100 respondents, namely employees of the Type A Customs and Excise Supervision and Service Office in Indonesia, who are end-users of the CEISA system. The SPSS software was used to analyse the data using multiple linear regression. The findings demonstrated that Content, Format, Ease of use, and Timeliness in the CEISA system have a significant influence on user trust. In contrast, Accuracy in the CEISA system does not have a significant influence on user trust.

The Impact of AI-Powered Personalization on human resource management and customer Loyalty in ecommerce

2025-06-24

N. Suresh Babu | European Economic Letters (EEL)

Another tool that has become life-changing in digital economy is the Artificial Intelligence (AI)-driven personalization that has transformed the way business is conducted, both concerning its customers and the internal … Another tool that has become life-changing in digital economy is the Artificial Intelligence (AI)-driven personalization that has transformed the way business is conducted, both concerning its customers and the internal workforce. With e-commerce, however, the role of AI in the context of personalization can be divided into two: promoting customer loyalty through custom experiences and transforming human resource management (HRM), or mechanizing and streamlining personnel procedures. This paper will touch on the convergence of the two fields, exploring the effect of using AI to make personalization on the human resource practices and, how the same contributed towards achieving long term customer relationships. e-commerce platforms using real-time customer behavior analytics to make real-time recommendations and offers, support using machine learning, natural language processing and predictive analytics. All these tailor-made dealings play a significant role in enhancing customer satisfaction, trust to their brands and loyalty, which generates repeat purchases and the long run expansion of revenue.

Penggunaan Personal Selling Dalam Kegiatan Promosi Pada Program Gerakan Sejuta Siswa Digital (GESSIT) Di Educourse.id

2025-06-24

Nisrina Mufidatunnisa , Jamiati KN | Jurnal Cakrawala Akademika

Gerakan Sejuta Siswa Digital atau GESSIT merupakan sebuah program yang dibuat oleh Educourse.id untuk meningkatkan literasi kompetensi dalam mempersiapkan masa depan anak bangsa yang lebih baik. Educourse.id juga berharap dengan … Gerakan Sejuta Siswa Digital atau GESSIT merupakan sebuah program yang dibuat oleh Educourse.id untuk meningkatkan literasi kompetensi dalam mempersiapkan masa depan anak bangsa yang lebih baik. Educourse.id juga berharap dengan adanya program GESSIT ini mampu memberikan 5 domain literasi digital yang meliputi aspek keamanan dan ketahanan digital, partisipasi agensi digital, kecerdasan emosional digital, serta kreativitas dan inovasi digital dalam mempersiapkan masa depan yang lebih baik dengan menggunakan metode terkini yaitu STEM. Educourse.id memiliki strategi pemasaran untuk mendukung kegiatan promosi pada program GESSIT yaitu dengan strategi pemasaran berupa personal selling. Personal selling memiliki peran penting dalam memperkenalkan program GESSIT dalam memperluas pasarnya kepada masyarakat terutama sekolah dengan jenjang pendidikan SD, SMP, dan SMA. Penelitian ini bertujuan untuk mengetahui bentuk serta penggunaan personal selling dalam kegiatan promosi pada program GESSIT dengan menggunakan pendekatan kualitatif deskriptif serta teori bentuk personal selling yang dikemukakan oleh Priansa (2017:226) dan penggunaan personal selling yang dikemukakan oleh Kotler dan Amstrong (2018:493). Data penelitian diperoleh melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukan bahwa personal selling merupakan komunikasi pemasaran yang tepat untuk digunakan sebagai kegiatan promosi pada program GESSIT di Educourse.id.

Improving Market Performance in The Digital Era: The Role of Collaboration, Marketing Innovation

2025-06-24

Zilfatus Sholihah , Wahyu Eko Pujianto , Jeziano Rizkita Boyaz +1 more | Golden Ratio of Marketing and Applied Psychology of Business

This study analyzes the influence of collaboration, marketing innovation, and organizational creativity on market performance in the digital era, with entrepreneurial innovation as a moderator variable. This research was conducted … This study analyzes the influence of collaboration, marketing innovation, and organizational creativity on market performance in the digital era, with entrepreneurial innovation as a moderator variable. This research was conducted in Sidoarjo and Surabaya, using quantitative methods and SmartPLS to test research hypotheses. Data collection was carried out by distributing questionnaires designed by researchers. The results of this study show that collaboration marketing innovation does not influence market performance where collaboration has a gap in market performance. In contrast, organizational creativity has a significant influence on market performance, where organizational creativity is considered to be able to develop a company's innovation.

Investigating Mobile Apps Post-Adoption Behaviour: A Grounded Theory Investigation

2025-06-24

Roshee Lamichhane , Philippa Ward , Anup Shrestha +1 more | International Journal of Human-Computer Interaction

MSMEs in Digital Transformation: Determinants of QRIS E-Payment Acceptance

2025-06-24

Fenty Fauziah , Made Sudarma , Erwin Saraswati | Jurnal Manajemen

This study is using a combination of TAM and TPB to explore the intention to use QRIS electronic payments among SMEs in Malang. The sample was collected through a survey … This study is using a combination of TAM and TPB to explore the intention to use QRIS electronic payments among SMEs in Malang. The sample was collected through a survey and a representative sample of 155 SMEs was obtained. This study used SEM-PLS to analyze the construct model. The results stated that perceived usefulness, subjective norms and digital literacy significantly affect the intention to be using QRIS electronic payments. The results also show that intention to use QRIS and digital literacy significantly affect digital transformation. Interestingly, perceived convenience has the opposite effect in this study. Other factors influencing the adoption of electronic payments by SMEs and their impact on digital transformation should be explored in the future. This study should help to understand and enrich the theoretical framework so that it can be applied to increase the use of digital payments QRIS and increase digital transformation in the SME sector.

Understanding M-Commerce Adoption: A Multi-Group Analysis of Online Search and Purchase by Smartphone Users in Australia

2025-06-24

Graham R. Massey , Paul F. Burke , Chris Contos | Australasian Marketing Journal (AMJ)

This study examines two types of smartphone users in m-commerce: ‘Searchers’, who only search for products using their smartphones, and ‘Purchasers’, who both search and purchase using their smartphones. We … This study examines two types of smartphone users in m-commerce: ‘Searchers’, who only search for products using their smartphones, and ‘Purchasers’, who both search and purchase using their smartphones. We offer a Unified Theory of Acceptance and Use of Technology (UTAUT) and Technology Acceptance Model (TAM)-based conceptualisation of m-commerce adoption, including new measures of key constructs. Drawing on Psychological Ownership (PO) theory, we examine differences between Searchers and Purchasers. Data collected from smartphone users in Australia reveals that smartphone network and device characteristics play negligible roles in m-commerce adoption. Instead, users’ propensity to make purchases via their smartphone is influenced by user characteristics, including self-efficacy, hedonic experiences and habitual smartphone use. These latter variables represent viable pathways for retailers to convert searchers into purchasers. We also find that, for purchasers, Perceived Ease of Use (PEOU) is an important direct driver of Intention to Purchase (ITP). In contrast, for searchers, the strong effects of PEOU on ITP are fully mediated by Perceived Usefulness. Last, we determine that psychological ownership is significantly higher among purchasers than searchers, suggesting increasing PO is an additional mechanism to transition searchers into purchasers.

Technology Usage Attitude and Internet of Behavior

2025-06-24

Vishnu Achutha Menon , Sandeep Kumar , Anil Shivani | Advances in wireless technologies and telecommunication book series

The usage of Chinese apps has surged in Kerala, driven by affordable smartphones, aggressive marketing, and popular social media and e-commerce platforms. Apps like TikTok, WeChat, and UC Browser have … The usage of Chinese apps has surged in Kerala, driven by affordable smartphones, aggressive marketing, and popular social media and e-commerce platforms. Apps like TikTok, WeChat, and UC Browser have gained substantial user bases due to their user-friendly interfaces, innovative features, and localized content. Kerala's high literacy rate, widespread internet penetration, and tech-savvy population have contributed to the rapid acceptance and usage of these apps. This study investigates the influence of the Internet of Behavior (IoB) on technology readiness (optimism, innovativeness, discomfort, and insecurity) and technology usage attitudes (anxiety, negativity, and multitasking performance) among users of Chinese social media apps in Kerala. Using a quantitative research design and data collected from 510 participants, the study employs correlation and regression analyses to examine these relationships.

Applying Kotler’s 5A model to TikTok live: A systematic literature review

2025-06-24

Ryndian Gusty , Al-Adly Darniyus | Priviet Social Sciences Journal

Live streaming of TikTok is an important factor in digital marketing success, and its application remains questionable. Rapid development of the skincare industry has created a competitive promotional strategy. This … Live streaming of TikTok is an important factor in digital marketing success, and its application remains questionable. Rapid development of the skincare industry has created a competitive promotional strategy. This study analyzes how TikTok life can increase skincare sales and the factors that can influence it. This study uses a systematic literature review (SLR) method to analyze the implementation of TikTok Live as a digital marketing strategy in the skincare industry. A total of 38 articles published between 2026 and 2025 were reviewed. The data were analyzed thematically using open and axial coding, structured according to Kotler's 5A framework, and supported by the stimulus-organism-response theory, consumer involvement theory, and technology acceptance models. The results show that TikTok Live has become a digital marketing strategy used to increase skincare sales. Awareness and Appeal have a broad impact and create audience interest through creative visual videos that interact directly with the audience. The ask stage is strengthened through direct consumer communication during live broadcasts through comments. In the Act stage, audiences quickly and easily conduct product transactions. Advocacy forms consumer loyalty to a skincare brand, because customers feel satisfied with the products used. This study provides new insights by combining direct marketing strategies with consumer behavior models. TikTok Live is not only a transactional medium but also a platform for consumer social and emotional engagement.

A STUDY ON VIRTUAL SHOPPING EXPERIENCES AMONG YOUNG CONSUMERS

2025-06-24

Pooja R Belakere , Vinay K S | EPRA International Journal of Multidisciplinary Research (IJMR)

The advent of the internet and digital technologies has catalysed a profound transformation in the retail landscape, giving rise to virtual shopping as a prominent mode of consumer engagement. This … The advent of the internet and digital technologies has catalysed a profound transformation in the retail landscape, giving rise to virtual shopping as a prominent mode of consumer engagement. This shift has presented a lifetime opportunity for businesses to revolutionize their operations, enhance customer experiences, and tap into new markets. Virtual shopping, characterized by the use of digital interfaces to browse and purchase goods or services, has evolved from simple online stores to immersive experiences incorporating virtual reality (VR), augmented reality (AR), and even metaverse environments. This evolution necessitates a comprehensive understanding of consumer behavior within these virtual spaces, particularly among young consumers who are at the forefront of digital adoption.

IMPACT OF VOICE CALL PERFORMANCE ON CUSTOMER SATISFACTION IN 3G AND 4G MOBILE PHONE SERVICES

2025-06-24

Anurag K. Srivastava | Journal of Informatics Education and Research

This study looked at how customer satisfaction with 3G and 4G mobile phone services is affected by the voice call performance. It also looked into the voice call performance values … This study looked at how customer satisfaction with 3G and 4G mobile phone services is affected by the voice call performance. It also looked into the voice call performance values for various 3G and 4G service providers. 518 respondents in Telangana State participated in a questionnaire survey that was used to gather data; 197 of them used 3G, while 321 used 4G services. This study employed the convenience sampling approach and a descriptive research methodology. SPSS version 22.0 was used to perform regression and reliability analysis. The findings showed that voice call performance factors in both 3G and 4G services had an impact on user satisfaction with mobile phone services. Additionally, it was shown that the independent variable (voice call performance) and the dependent variable (customer satisfaction) had a strong positive correlation. Voice call performance affects whether a service provider succeeds or fails in the mobile service sector. While 3G and 4G technology is becoming more and more popular in both established and developing nations, one significant element in developing nations like India is how well 3G and 4G services work during voice calls.

Small and medium-sized enterprises perceived trust towards social media: applying the extended technology acceptance model

2025-06-24

Komathi Wasudawan , Marc Arul Weissmann , Stanley Nwobodo | Journal of Asia Business Studies

Purpose This study aims to examine the perceived ease of use (PEU), perceived usefulness (PU) and perceived trust (PT) in influencing attitude (ATT) and behavioural intention to use (BIU) social … Purpose This study aims to examine the perceived ease of use (PEU), perceived usefulness (PU) and perceived trust (PT) in influencing attitude (ATT) and behavioural intention to use (BIU) social media among Malaysian small and medium sized Enterprises (SMEs), the effects of gender on PT and ATT and the mediating effect of SME’s ATT towards social media. Design/methodology/approach Data was collected from 317 SMEs in Malaysia from the manufacturing, services and other sectors using a structured questionnaire with a seven-point Likert scale. Findings The findings confirm that PEU, PU and PT positively affect SMEs ATT towards using social media. The mediating effect of SMEs’ ATT towards social media also has a positive effect. This study found that female and male SME owners trust social media platforms for business, indicating no significant gender differences. Research limitations/implications The study relied on a quantitative approach using close-ended questions, which may limit the depth of understanding regarding the experiences of SMEs. Future research should incorporate qualitative methods for a comprehensive understanding of SMEs PT. Practical implications The study highlights that governments and policymakers customise their policies to SMEs’ unique characteristics and needs, fostering a secure and cohesive environment. Collaborative efforts between policymakers and social media companies are essential to create a conducive ecosystem for SMEs to thrive in social commerce. Social implications Wider use of social media by SMEs can contribute to economic growth. This is relevant for Malaysia, where SMEs play a significant economic role. By addressing trust issues, policymakers and social media platforms can fan inclusive and beneficial digital environment for businesses. Originality/value Previous research used consumer trust in social media, and this study explores SMEs’ trust in social media through technology acceptance model.

A development of a casual relationship model of factors influencing tax payment through the electronic system of commercial registered entrepreneurs

2025-06-24

Doungkamol Duchdara , Kalyaporn Panmarerng | International Journal of Innovative Research and Scientific Studies

Study the level of implementation of tax law reform, the motivation quality of the electronic tax payment system, intentions in paying taxes through the electronic system, and analyze factors that … Study the level of implementation of tax law reform, the motivation quality of the electronic tax payment system, intentions in paying taxes through the electronic system, and analyze factors that influence the payment of taxes through the electronic system. Additionally, present guidelines for entrepreneurs to conduct tax payments via the electronic system. Data were collected from 300 chief executive officers, directors, managers, or other officials involved in taxation, and analyzed using statistical and content analysis methods. Tax law reform creates incentives to use electronic tax payments, improves the quality of the tax payment system, and increases the intention to pay taxes electronically. These factors are at a high level. Tax law reform has a direct influence on the intention to pay taxes electronically. It creates incentives for paying taxes and enhances the quality of tax payment systems through electronic means. The intention to pay taxes via electronic systems directly influences the intention to pay taxes through the electronic system. Five guidelines can be offered to entrepreneurs for paying taxes electronically to ensure tax laws are consistent. These incentives encourage taxpayers to use electronic tax payment services.

Online Safty concerns' influence on women's satisfaction with social media

2025-06-24

Anber Abraheem Shlash Mohammad , Chandrika Prasad , Naveed Iqbal Raja +2 more | International Journal of Innovative Research and Scientific Studies

As social media becomes more integrated into daily life, knowing the elements that influence customer satisfaction is critical, especially for women who may face specific problems. This study investigates how … As social media becomes more integrated into daily life, knowing the elements that influence customer satisfaction is critical, especially for women who may face specific problems. This study investigates how online safety concerns affect women's satisfaction with social media, focusing on five key factors such as “Risk of Cyber Harassment (RH)”, “Privacy Concerns (PC)”, “Digital Literacy and Skills Gap (DS)”, “Cybersecurity Awareness and Training (CT)”, and “Representation and Inclusivity in Digital Media (RI)”. Multi-stage stratified random sampling ensures reliable and statistically sound results. The survey included 320 women respondents from the north, central, and south zones of Kerala: Kozhikode from the north, Trissur from the central region, and Trivandrum from the south zone. The chi-square test was performed to assess how demographic characteristics affect women's enjoyment of social media. The computed regression model in our study has a sufficient goodness of fit, particularly when it comes to predicting the variation in women’s satisfaction with social media, with a value of 53.788. The multiple regression model reveals that all six factors significantly influenced overall satisfaction. Using a multiple regression model, we show that both the risk of cyber harassment and privacy concerns have a negative impact on women's satisfaction with social media, with effect coefficients of -0.36 and -0.29, respectively. In contrast, online safety awareness and training had the greatest positive impact on satisfaction, with a value of 0.51. These findings indicate that, while concerns about harassment and privacy might detract from satisfaction, more training greatly increases it. The study highlights the importance of addressing these factors to increase women's enjoyment and participation in social media environments.

Technology Acceptance and the Use of Non-Cash Payment Systems: Empirical Evidence from Generation Y and Z

2025-06-23

Dijan Novia Saka , Muhamad Wildan Fawa’id , Muhammad Ridwan Bakhtiar +2 more | Journal of Finance and Islamic Banking

Purpose: This study aims to examine the determinants influencing the use of non-cash transaction services among Generation Y and Z, focusing on the application of the Unified Theory of Acceptance … Purpose: This study aims to examine the determinants influencing the use of non-cash transaction services among Generation Y and Z, focusing on the application of the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Method: This research adopts a quantitative approach using convenience sampling with a total of 713 respondents. Data analysis techniques include descriptive statistics, Partial Least Square (PLS) regression, and path model analysis using SmartPLS and Microsoft Excel. Results: The results indicate that all latent variables—performance expectancy, facilitating conditions, social influence, risk perception, and trust perception—have a significant influence on the intention to use non-cash transaction services. Although effort expectancy shows a positive relationship, its effect is not statistically significant. Implication: The findings offer valuable insights for digital financial service providers and policymakers to enhance system accessibility, trust, and user convenience to encourage broader adoption among tech-savvy generations. Originality: This study contributes to the digital payment literature by integrating technological, social, and psychological factors within the UTAUT framework, specifically targeting Generation Y and Z as key demographic groups driving the future of cashless economies.

Technological readiness and integration of digital technologies for teaching in government aided primary schools in Uganda

2025-06-23

Robert Kyeyune , Engotoit Benard , Edgart Atwo Katarahweire +2 more | Forum for education studies.

This study seeks to examine the relationship between technological readiness and integration of digital technologies for teaching in government-aided primary schools in Uganda. The study adopted a cross-sectional quantitative research … This study seeks to examine the relationship between technological readiness and integration of digital technologies for teaching in government-aided primary schools in Uganda. The study adopted a cross-sectional quantitative research approach, utilizing a survey design from which a structured, close-ended questionnaire was designed and administered to primary school teachers in Uganda to collect data. A total of 335 teachers were selected to participate in the study and these were sampled based on Krecjie and Mogan’s table of sample size selection. The findings revealed that there is a positive association between technological readiness and integration of digital technologies for teaching in primary schools in Uganda. Further, to confirm the study hypothesis, the study found that technological readiness significantly predicted integration of digital technologies for teaching in government-aided primary schools in Uganda. This signifies that when teachers have access to IT infrastructure and internet connectivity, their integration and use of digital technologies in teaching will be enhanced. The study provides recommendations for concerned stakeholders to work towards providing teachers’ access to IT infrastructure and internet connectivity so as to enable them to teach with the aid of technology. This study examines the dimensions of technological readiness and its influence on the integration of digital technologies for teaching in government-aided primary schools. No prior research has examined these concepts in relation to teachers and the use of digital technologies in Uganda, where the situation is made worse in rural areas.

Exploring the Convergence of Technology Acceptance and Financial Literacy: A Study on Sustainable Credit Card Use in an Emerging Economy

2025-06-23

Mariam Alsabah , Ahmad Alsaber , Faisal AlReshaid +3 more | International Review of Management and Marketing

This study investigates the integration of technology acceptance and financial literacy in the context of sustainable credit card use in Kuwait. It aims to identify and evaluate the key technological … This study investigates the integration of technology acceptance and financial literacy in the context of sustainable credit card use in Kuwait. It aims to identify and evaluate the key technological and financial determinants influencing user behavior and acceptance of credit cards as a fintech tool. A survey was conducted with 367 credit card users in Kuwait using the Technology Acceptance Model (TAM), examining variables such as Perceived Usefulness (PU), Perceived Ease of Use (PEU), Perceived Cost (PC), Perceived Risk (PR), and E-Financial Literacy (EFL). Structural Equation Modeling (SEM) was employed to analyze the data. The findings suggest that both technological and financial factors have significant effects on user acceptance. Specifically, PU and PEU significantly influenced users’ attitudes towards credit cards, which in turn shaped their Behavioral Intention (BI) to use them. Financial aspects, notably PC and PR, are crucial in shaping the overall Perceived Value (PV), impacting BI. EFL plays a central role in mediating the effects of technological and financial perceptions on user attitudes and perceived value. The study concludes that the acceptance of credit cards in Kuwait is highly influenced by the interplay between technology acceptance factors and financial literacy. Users’ attitudes towards financial technology are shaped by their perceptions of its usability, usefulness, associated costs, and risks. Enhancing financial literacy, particularly electronic financial literacy, could significantly foster broader acceptance of Fintech tools, such as credit cards.

Navigating human-technology dynamics: Exploring innovation resistance to smartphone apps in amusement parks

2025-06-23

Rossella Canestrino , Angelo Bonfanti , Pierpaolo Magliocca +1 more | Technological Forecasting and Social Change

Factors Influencing the Acceptance of E-Training Among Faculty Staff at Sebha University: A Structural Equation Modelling Approach

2025-06-23

Abdalmunaem Igrirah , Enbaia Alafaid | Journal of Pure & Applied Sciences

This study investigates the factors influencing the acceptance of e-training among faculty staff at Sebha University using the extended Technology Acceptance Model (TAM2). A total of 74 responses were collected … This study investigates the factors influencing the acceptance of e-training among faculty staff at Sebha University using the extended Technology Acceptance Model (TAM2). A total of 74 responses were collected via Google Forms concerning subjective norm, image, job relevance, output quality, result demonstrability, perceived ease of use (PEOU), perceived usefulness (PU), experience, voluntariness, and intention to use. Measurement and structural models were evaluated using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4. Reliability, internal consistency, and validity were confirmed, with Cronbach’s α ranging from 0.776 to 0.929 and AVE values from 0.688 to 0.876, indicating convergent validity. PEOU was found to predict PU, and both PEOU and PU predicted intention to use, albeit with weaker support than the model suggested (β = 0.441, p < 0.001; β = 0.284, p = 0.046; β = 0.314, p = 0.033). No significant effects were identified for subjective norm, image, job relevance, output quality, or result demonstrability. Moderation analysis revealed that experience and voluntariness had no effect on the impact of subjective norm on PU or behavioural intention (all p > 0.05; all f² < 0.01). The model accounted for 66.5% of the variance in PU and 56.6% in intention, highlighting the importance of perceived ease of use and usefulness in the adoption of e-training.

Motivators and Demotivators of Consumers’ Smart Voice Assistant Usage for Online Shopping

2025-06-23

Müzeyyen Gelibolu , Kamel Mouloudj | Journal of theoretical and applied electronic commerce research

As smart voice assistants (SVAs) become increasingly integrated into digital commerce, understanding the psychological factors driving their adoption or resistance is essential. While prior research has addressed the impact of … As smart voice assistants (SVAs) become increasingly integrated into digital commerce, understanding the psychological factors driving their adoption or resistance is essential. While prior research has addressed the impact of privacy concerns, few studies have explored the competing forces that shape user decisions. This study investigates the dual role of privacy cynicism as a context-specific belief influencing both trust (reason-for) and perceived creepiness (reason-against)—which in turn affect attitudes, behavioral intentions, and resistance toward SVA usage, based on the Behavioral Reasoning Theory (BRT). The study used a convenience sampling method, gathering data from 250 Turkish consumers aged 18–35 through an online survey technique. The research model was analyzed using PLS-SEM. The findings revealed that perceived creepiness increases resistance intention but does not significantly affect attitudes toward using SVAs. Perceived cynicism was found to positively influence perceived trust, and perceived trust, in turn, increased both behavioral intentions and attitudes toward using SVAs. Furthermore, attitudes toward SVA usage decreased resistance intention but increased behavioral intention. The results emphasize consumer trust and skepticism in AI-driven marketing. The study offers both theoretical contributions by extending BRT with a novel dual-path conceptualization of privacy cynicism, and practical implications for developers aiming to boost SVA adoption through trust-building and privacy assurance strategies.

Exploring User Retention in WeChat E-Commerce for SME Retailers: Perspective of Perceived Quality and Privacy Calculus

2025-06-23

Ying Hong , Meng Wan , Wenxin Yao | Journal of theoretical and applied electronic commerce research

The rapid development of e-commerce has brought unprecedented opportunities for small and medium-sized enterprises (SMEs), particularly those in the retail sector. WeChat e-commerce, which combines the advantages of social media … The rapid development of e-commerce has brought unprecedented opportunities for small and medium-sized enterprises (SMEs), particularly those in the retail sector. WeChat e-commerce, which combines the advantages of social media and e-commerce, offers SME retailers an accessible and efficient e-commerce solution. As market competition intensifies, user retention has become crucial for their success in WeChat e-commerce. This study extended the Expectation Confirmation Model (ECM) by incorporating perceived quality and privacy calculus to examine users’ continuance intention towards WeChat e-commerce for SME retailers. A total of 694 valid responses were collected from users with prior experience using WeChat e-commerce offered by SME retailers, and the proposed model was validated using structural equation modeling. The results indicated that the trade-off between privacy concerns and perceived benefits significantly affected users’ intention to continue using WeChat e-commerce. Moreover, the information quality and service quality dimensions were found to directly or indirectly influence this continuance intention towards WeChat e-commerce via privacy concerns, perceived benefits, and confirmation. In conclusion, this study provides insights for further research on continuance intention in WeChat e-commerce and suggestions for SMEs to formulate e-commerce strategies.

The effectiveness of school-based interventions to reduce problematic digital technology use and screen time: A systematic review and meta-analysis

2025-06-23

Mark Žmavc , Janja Horvat , Maja Židan +1 more | Journal of Behavioral Addictions

A growing body of evidence suggests that excessive digital engagement can lead to adverse consequences, especially in children and adolescents. Many stakeholders point to prevention in the school environment as … A growing body of evidence suggests that excessive digital engagement can lead to adverse consequences, especially in children and adolescents. Many stakeholders point to prevention in the school environment as one way to mitigate these harms, though their effectiveness is unclear. We conducted a systematic review and meta-analysis to evaluate existing school-based preventive interventions aimed at reducing digital addiction and screen time among individuals aged 6-19 years old. We conducted a comprehensive literature search across various databases, including Web of Science, PubMed, Scopus, PsycINFO, and Google Scholar, to identify relevant studies published between 2013 and 2023, of which 34 met the inclusion criteria. The reviewed interventions were particularly effective at reducing measures of problematic digital technology use (d = 1.47 after intervention; d = 1.13 at follow-up), while being less effective at reducing screen time (d = 0.15 after intervention; d = 0.15 at follow-up). Interventions which were externally led, actively included parents, targeted at-risk youth or employed a therapy-based approach were more successful at decreasing problematic digital technology use. A slightly larger decrease in screen time was observed in interventions with external leaders, targeting at risk populations and those lasting upwards of three months. Due to the observed publication bias and modest statistical power within subgroup analyses, more empirical research is recommended to confirm the identified trends. Overall, given the promising results, policymakers should strongly consider exploring possibilities of systemic inclusion of digital addiction interventions within the school curriculum.

Role of Perceived Ease of Use and Perceived Usefulness in Adoption of Mobile Computing Technology

2025-06-23

Mr. Somnath Hadalgekar , Darshan Desai | International Journal of Social Science and Human Research

The adoption of mobile computing technology is examined in this theoretical research article in relation to perceived usefulness and ease of use. It investigates how these constructs affect user behaviour … The adoption of mobile computing technology is examined in this theoretical research article in relation to perceived usefulness and ease of use. It investigates how these constructs affect user behaviour and decision-making processes with regard to mobile computing, drawing on the Technology Acceptance Model (TAM). The paper offers a conceptual understanding of technology adoption in the mobile era by synthesizing research data with current theoretical frameworks. In addition to providing implications for developers, educators, and politicians, the discussion highlights how important these perceptions are in determining user intents.

The Effect of E-Service Quality on E-Customer Loyalty with E Customer Satisfaction as a Mediation Variable Case Study on the My BCA Mobile Banking Application

2025-06-23

I Sembiring | Eduvest - Journal Of Universal Studies

Nowadays, as competition between banks intensifies, they must provide the best service to each client in order to grow and strengthen their competitive advantage. This research investigates the impact of … Nowadays, as competition between banks intensifies, they must provide the best service to each client in order to grow and strengthen their competitive advantage. This research investigates the impact of e-service quality on e-customer loyalty, with e-customer satisfaction as a mediating variable, specifically focusing on the My BCA Mobile Banking Application. The study aims to analyze how various dimensions of e-service quality—such as site organization, reliability, responsiveness, user-friendliness, personal needs, and efficiency—affect customer satisfaction and loyalty. The study uses a quantitative research method, with data collected from 385 active users of the My BCA mobile banking application in Indonesia. The findings reveal that e-service quality significantly influences e-customer satisfaction, which in turn positively impacts e-customer loyalty. Among the six dimensions of e-service quality, site organization, user-friendliness, personal needs, and efficiency show significant effects on both customer satisfaction and loyalty. The study emphasizes the importance of enhancing service quality to improve customer experience and foster loyalty in the competitive banking sector.

ANALYSIS OF THE DESIGN OF A WEBSITE-BASED POINT OF SALES SYSTEM FOR HOTEL MANAGEMENT

2025-06-23

Karto Wijaya , I Gusti Ngurah Indra Pracita UTAMA , Ni Made Sri Rukmiyati +2 more | Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital

This research aims to design and develop an efficient and integrated website-based Point of Sales (POS) system for Kamala Bali Resort in Nusa Dua, in order to improve operational efficiency … This research aims to design and develop an efficient and integrated website-based Point of Sales (POS) system for Kamala Bali Resort in Nusa Dua, in order to improve operational efficiency and service quality. The method used is a qualitative approach, which includes in-depth interviews, direct observation, and document analysis to understand the needs and challenges faced by the resort in managing the transaction system. The results showed that the development of a website-based POS system that integrates the Front Office Cashier (FOC) and Restaurant Bar Cashier (RBC) modules can accelerate the guest registration process, food and beverage order management, and real-time financial transaction management. The system also reduces the risk of human error and increases the transparency of financial reports. The contribution of this research is not only to provide practical solutions for small and medium-sized hotels in adopting technology, but also to enrich the literature regarding the application of information systems in the hospitality industry, as well as to become a model for other hotels in Indonesia that want to transform into the digital era.

Exploring the factors influencing the adoption of smart innovations: An integrated model of consumer behavior and purchase intention

2025-06-23

Yasser Baeshen | International Journal of ADVANCED AND APPLIED SCIENCES

The use of smart technology has become an important topic in research on the Internet of Things (IoT), where consumer acceptance plays a key role in market success. This study … The use of smart technology has become an important topic in research on the Internet of Things (IoT), where consumer acceptance plays a key role in market success. This study explores the factors that affect the adoption of smart technologies and how these factors influence consumers’ intentions to purchase. The research is based on the Technology Acceptance Model (TAM), Innovation Diffusion Theory (IDT), and Consumer Perceived Innovativeness (CPI), and it develops and tests an integrated framework. A quantitative survey was carried out with 101 participants, and the data were analyzed using structural equation modeling. The results show that perceived usefulness (PU), perceived ease of use (PEoU), compatibility, and consumer-perceived innovativeness increase the intention to purchase smart technologies, while perceived cost reduces this intention. Observability and trialability also have important indirect effects through PU and PEoU. This study adds to the existing research by presenting a comprehensive model for understanding consumer behavior in adopting smart technologies and offers practical recommendations for businesses to improve consumer engagement and adoption.

Exploring the Acceptance and Impact of a Digital Escape Room Game for Environmental Education Using Structural Equation Modeling

2025-06-23

Akrivi Krouska , Christos Troussas , Phivos Mylonas +1 more | Information

This study explores the utilization of digital escape rooms for promoting environmental education. The goal is to investigate the effectiveness of this technology in enhancing users’ environmental knowledge and eco-friendly … This study explores the utilization of digital escape rooms for promoting environmental education. The goal is to investigate the effectiveness of this technology in enhancing users’ environmental knowledge and eco-friendly behaviors in their daily lives. For this purpose, a digital escape room was developed and used as a testbed for this research. Structural Equation Modeling (SEM) was used to evaluate its acceptance and impact on environmental education. As such, this study examines how the game’s perceived ease of use, enjoyment, and usefulness affect learning engagement, environmental knowledge, and, consequently, environmental behavior. A sample of university students was used to assess these relationships, and the results indicate that the digital escape room positively influences users’ environmental knowledge and encourages eco-friendly behaviors.

Empowering the traveler: the impact of algorithm transparency and customer control on customer experience

2025-06-23

Yingying Huang , Jin Jiao , Dan Zhu | Asia Pacific Journal of Tourism Research

Adoption of Remote Pilot Training Platforms: Technology Acceptance and Organizational Readiness

2025-06-22

Raveendra K Wagh , Dr Premalatha Packirisamy | International Journal of Advanced Research in Science Communication and Technology

The growing demand for unmanned aerial vehicle (UAV) pilots has accelerated remote pilot training platform (RPTP) creation. RPTPs employ online technologies to simulate flight scenarios, evaluate regulatory competency, and provide … The growing demand for unmanned aerial vehicle (UAV) pilots has accelerated remote pilot training platform (RPTP) creation. RPTPs employ online technologies to simulate flight scenarios, evaluate regulatory competency, and provide skill ratings. This conceptual framework document speaks of the application of remote pilot training platforms by integrating the Technology Acceptance Model (TAM) and theory of Organizational Readiness. It is proposed to provide a theoretical basis for explaining how technical, organizational, and human problems influence the uptake of remote pilot training systems. The primary constructs of perceived usefulness, perceived ease of use, top management support, digital infrastructure, and employees' readiness are examined to explain user acceptance and institutional readiness. The proposed model forms a foundation for future empirical research and serves as a guide for training providers, operators of drones, and policymakers to create policy that facilitates the successful integration of digital training platforms in aviation and drone training centers

Measuring Customer Satisfaction with Mobile Banking Applications in Sudan

2025-06-22

Othman Alhadi , Mohiuddin Mohiuddin , I. Mohammed +1 more | International Journal for Scientific Research

In light of the rapid digital transformation in the banking sector, this study aimed to measure and analyse the level of customer satisfaction with mobile banking applications in Sudan by … In light of the rapid digital transformation in the banking sector, this study aimed to measure and analyse the level of customer satisfaction with mobile banking applications in Sudan by examining the impact of several technical and service-related factors, including: usability, security and privacy, quality of banking services and modern technologies, technical stability, and customer support. The research problem derivates from the observed variation in user satisfaction despite the growing adoption of digital platforms by Sudanese banks. The study utilized a descriptive analytical quantitative approach and collected data using a structured questionnaire distributed to a random sample of 277 active users. The instrument was developed based on established theoretical frameworks, specifically the SERVQUAL and Technology Acceptance Model (TAM). The results revealed that usability and interface design were the most influential factors on customer satisfaction, followed by service quality, then system stability and technical support, while the effect of security and privacy was relatively limited. The overall customer satisfaction level was found to be statistically high (mean = 3.89 out of 5), and the regression model explained 68% of the variance in satisfaction (R² = 0.677). The study recommends adopting user-centered design approaches, investing in digital infrastructure, improving technical support, enhancing security systems, and introducing innovative digital banking services, in order to strengthen customer loyalty and support sustainable digital transformation and financial inclusion in the Sudanese banking sector.

A New Framework for Dynamic Educational Marketing Segmentation in Student Recruitment: Optimizing Fuzzy C-Means with Metaheuristic Techniques

2025-06-22

Rizal Bakri , Bobur Sobirov , Niken Probondani Astuti +2 more | Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi)

An effective educational marketing strategy requires accurate school segmentation to enhance new student recruitment. Traditional segmentation methods such as K-means are often used, but they have limitations in capturing the … An effective educational marketing strategy requires accurate school segmentation to enhance new student recruitment. Traditional segmentation methods such as K-means are often used, but they have limitations in capturing the flexibility of school characteristics. Fuzzy C-Means (FCM) offers a more adaptive approach by allowing each school to simultaneously have a degree of membership in several clusters. However, the performance of FCM highly depends on determining parameters such as the number of clusters (k) and the level of fuzziness (m), which are not always optimal when determined manually. This study develops a new framework for dynamic educational marketing segmentation in student recruitment by optimizing FCM using three metaheuristic techniques: Genetic Algorithm (GA), Particle Swarm Optimization (PSO), and Differential Evolution (DE). Performance was evaluated using the Fuzzy Silhouette Index (FSI). The experimental results showed that DE yielded the best results with the highest FSI value (0.8023), producing eight main clusters based on the Recency, Frequency, and Monetary (RFM) model. Based on the clustering results, a personalized and adaptive marketing strategy was designed to enhance the effectiveness of student recruitment. The proposed framework enhances segmentation accuracy and supports the implementation of dynamic data-driven marketing in the context of higher education. This study also opens new directions for educational data mining research and machine-learning-based marketing strategies.