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Technological advancement has transformed the grocery retail, fundamentally altering how consumers interact with retailers and purchase essential goods. Despite rapid digital adoption since the COVID-19 pandemic, uptake of online grocery shopping (OGS) in emerging markets remains uneven. The drivers of consumer attitudes towards this channel are not well understood in the South African context. This paper investigates the effects of perceived usefulness, perceived ease of use and perceived risk on consumer attitudes towards OGS in Gauteng, South Africa. It investigate whether perceived usefulness mediates the effect of perceived ease of use on attitude. Data were collected through a structured, self-administered questionnaire distributed online to grocery shoppers aged 18 to 60 across Gauteng, yielding a final valid sample of 507 respondents. The data were analysed using a two-step structural equation modelling approach in Stata 17, with Spearman correlation and quantile regression conducted as additional robustness checks. Perceived usefulness emerged as the strongest, most consistent driver of consumer attitudes towards OGS (β = 0.555, p < 0.001). Perceived ease of use had a positive direct effect (β = 0.162, p = 0.020) that did not hold consistently under the quantile regression check; it was, however, strongly correlated with perceived usefulness (ρ = 0.589, p < 0.001). A formal mediation test found that perceived usefulness did not significantly mediate the relationship between perceived ease of use and attitude (Sobel p = 0.321), indicating that perceived ease of use influences attitude directly rather than through perceived usefulness. Contrary to previous studies and initial expectations, perceived risk did not significantly influence consumer attitudes (β = 0.059, p = 0.319). These findings extend the Technology Acceptance Model to an emerging online grocery market and offer practical guidance for retailers seeking to strengthen consumer adoption in similar developing-market contexts.

The study focused on Sustainable adoption of cryptocurrencies for enhancing financial stability in emerging markets. The problem of the study is lack of awareness on the use of cryptocurrency resulted in many transacting people losing their money to scam and criminals who use fraudulent methods to deprive those with little knowledge to transact through the cryptocurrency. The specific objectives of the study are to; establish the factors influencing the adoption of cryptocurrencies for enhancing financial stability emerging markets, analyse the opportunities and challenges for the adoption of cryptocurrencies in emerging markets, establish strategies for enhancing financial stability through the adoption of cryptocurrencies in emerging markets. The research study is guided by the Technology Acceptance Model by Davis, (1989). the findings of the research indicated that the perceived usefulness and perceived ease of use showed positive association on the intention to use cryptocurrencies. The ease and usefulness of cryptocurrencies was found in fulfilling various roles including making instant international money transfer, transacting at low charges, using it as an alternative source of currency, making free anonymous transaction and paying for the online service that accept cryptocurrencies. The results indicate that higher inflation and increased exchange rate volatility are positively associated with greater use of cryptocurrencies, explaining that such economic conditions drive individuals to seek alternative financial instruments. The study concluded that, the adoption of cryptocurrency is important for enhancing financial inclusion amongst people of different walks of life in emerging markets. The adoption of cryptocurrency by the emerging markets is significant in maintaining financial stability and reduce the erosion of the local currencies in emerging markets.

This study examines how cognitive and structural factors jointly shape customer satisfaction in digital marketplaces, using South Africa as an emerging market context. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) and network embeddedness theory, it investigates the effects of performance expectancy, effort expectancy, perceived network density, and perceived network centrality. A survey of 128 township entrepreneurs engaging with e-commerce platforms was analysed using multiple regression. Findings indicate that cognitive factors, performance and effort expectancy, significantly predict customer satisfaction, whereas structural factors, network density and centrality, have no direct effect when considered jointly, suggesting their influence is mediated through user perceptions of platform efficiency. This study contributes theoretically by integrating technology cognition with ecosystem network perspectives, highlighting the interdependence of platform design and structural coordination in shaping customer satisfaction. Practically, the findings inform platform managers on prioritising customer-centric design while maintaining effective ecosystem governance to enhance customer satisfaction. By linking cognitive evaluations and structural embeddedness, the study provides actionable insights for managing complex digital ecosystems in emerging markets. It further extends understanding of platform strategy beyond technology adoption and network structure alone.

The rapid growth of internet penetration and smartphone adoption has significantly accelerated the development of Subscription Video on Demand (SVOD) services in Indonesia, transforming the way consumers access digital entertainment. The increasing competition among streaming service providers has highlighted the importance of understanding the factors that influence users' continuance usage intention. In this paper, it is also aimed to examine the effects of Perceived Usefulness and Perceived Ease of Use on Continuance Usage Intention by extending the Technology Acceptance Model (TAM) and investigating the mediating roles of Trust and User Satisfaction among SVOD users in Indonesia. We employed a quantitative analytics method using a survey method, and the collected data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). A dataset of 180 respondents as active user of an SVOD platform through either an individual (private) subscription account or a shared subscription account has been analyzed in 2025. Main findings of the study demonstrate that (i) a satisfactory model fit with a Goodness-of-Fit (GoF) value of 0.659 and a Standardized Root Mean Square Residual (SRMR) of 0.054. (ii) The hypothesis testing results revealed that Perceived Usefulness, Perceived Ease of Use, Trust, and User Satisfaction had significant positive effects on Continuance Usage Intention., (iii). Perceived Usefulness and Perceived Ease of Use significantly influenced both Trust and User Satisfaction. (iii). The mediation analysis showed that Trust partially mediated the relationship between Perceived Usefulness and Continuance Usage Intention, whereas Trust did not mediate the relationship between Perceived Ease of Use and Continuance Usage Intention. User Satisfaction also did not exhibit a significant mediating effect.

This study examined the effect of entertainment benefits on the confirmation of application-based loyalty programmes among retail consumers in township markets. A positivist philosophy and mono-quantitative design were adopted. Using a survey, data were collected from 516 Black consumers aged 18-65 years who used at least one retail application-based loyalty programme. Respondents were selected through simple random sampling, and validated measurement scales were adapted to the study context. Partial least squares structural equation modelling was used to test the hypothesised relationship, with education, gender, age and income included as control variables. The findings indicate that entertainment benefits have a statistically significant, positive but modest effect on confirmation, while none of the control variables are statistically significant. From a theoretical perspective, a business ecosystem lens conceptualises entertainment benefits as engagement mechanisms within digital interaction platforms embedded in township retail ecosystems. These mechanisms shape post-adoption evaluation in resource-constrained environments. The study contributes to the literature by isolating entertainment benefits as a hedonic determinant of confirmation, thereby extending prior research that has predominantly focused on utilitarian drivers. It also provides a focused re-examination of an existing doctoral thesis relationship between entertainment benefits and confirmation, offering a more granular understanding of hedonic value in post-adoption evaluation. Practically, the findings highlight the importance of integrating entertainment-driven features into application-based loyalty programme design to strengthen retailer-consumer engagement and enhance confirmation in emerging-market digital retail environments.

Artificial intelligence (AI) is transforming digital marketing by enabling advanced analytics, automation, and personalised customer engagement. Despite growing adoption, qualitative insights into how small retail enterprises in emerging economies adopt AI remain limited. This study examines AI adoption in digital marketing among small retailers in Cape Town using an interpretivist qualitative case study design. Grounded in an integrated Technology–Organisation–Environment (TOE) and Unified Theory of Acceptance and Use of Technology (UTAUT) framework, data were collected through semi-structured interviews with 18 participants identified via snowball sampling. Thematic analysis shows that AI adoption is driven by competitive pressure, customer expectations, and perceived performance benefits, but is constrained by skills gaps, cost concerns, and data-related challenges. The study extends TOE–UTAUT theory by demonstrating how platform-based AI tools reduce technological barriers while amplifying organisational and capability-related constraints in emerging market contexts. The findings provide actionable insights for policymakers and practitioners aiming to support sustainable digital transformation in small business ecosystems.

This qualitative study explores the complex factors that affect the acceptance of digital technologies (ADT) in the setting of a least developed country (LDC). In-depth interviews using purposive and convenience sampling techniques were conducted with business professionals (n=40) in Bangladesh, acknowledging the distinct challenges and opportunities that these settings present. Qualitative research offers the chance to delve into professional experiences and obtain comprehensive insights into how they view digital technologies in the real world. In order to provide a theoretical framework for future research, this study employed grounded theory and thematic analysis to explain the factors of the acceptance of digital technologies (ADT). This study proposed five factors to re-conceptualize ADT based on three theories. The study offered a novel insight into factors for ADT from the viewpoints of varied professions, which provided a framework that may serve as the basis for explaining ADT.

This study investigates the effects of perceived ease of use (PEU), perceived usefulness (PU), and trust (TR) on behavioral intention (BI) toward adopting multimodal explainable artificial intelligence systems in long-term care institutions. Specifically, it examines the mediating role of PU in the relationship between PEU and BI and further analyzes how TR moderates the relationships of PEU and PU with BI. Data were collected through an online questionnaire administered to nurses, care attendants, and administrators working in long-term care facilities in Taiwan. A total of 150 questionnaires were distributed, and 125 valid responses were obtained, yielding an effective response rate of 84%. ncluded a clear, non-technical explanation of what a multimodal explainable AI system is, to help readers who are not AI specialists better understand the core conce. The empirical results indicate that PU, PEU, and TR all have significant positive effects on BI. Moreover, PU partially mediates the relationship between PEU and BI, while the interaction terms TR×PEU and TR×PU significantly moderate BI: when trust is high, the effect of PU on BI is strengthened, whereas the effect of PEU on BI is weakened. These findings suggest that, in high-trust settings, long-term care professionals are more willing to tolerate system complexity if the system is clearly useful. Based on these results, the study offers managerial and policy implications for integrating smart technologies into Taiwan’s long-term care sector, emphasizing the importance of usefulness, usability, and trust in enhancing technology adoption. This research extends the Technology Acceptance Model by integrating trust, providing new insights for digital transformation in long-term care

With the emerging use of financial services on e-wallets and the recent growing interest by revenue authorities in levying taxes on digital services in the Philippines, this study primarily aims to determine the factors leading to the actual use of e-wallets, its contribution to the financial inclusion, and to explore the moderation effect of taxation on their relationship. Quadratic regression and moderation analyses were employed to analyze the relationships among the variables of interest. Results show that most predictors have positive relationships, while facilitating conditions manifest a negative relationship with behavioral intention. Furthermore, while results present a positive relationship between behavioral intention and actual use, this study exhibits a significant but slight negative impact of actual use on financial inclusion. It may appear counterintuitive, as e-wallets are generally believed to promote financial inclusion. However, some barriers should be addressed to reverse and maximize the positive potential of using e-wallets for a more financially inclusive society. Lastly, the interaction term between actual use and taxation reveals a positive coefficient, suggesting that individual negative effects of actual use and taxation on financial inclusion are mitigated when they occur together. An effective whole-of-economy approach that enhances financial inclusion among consumers must be promoted.

Artificial intelligence has gradually become an important tool for organizational strategy and research and development activities, with applications involving human–machine collaboration, process transformation, and the dynamic process of technology adoption. However, AI usage behavior of research and development personnel in professional contexts has not yet been thoroughly investigated. Grounded in social cognitive theory, this study examines the mechanisms through which organizational support, social influence, performance expectancy, and personal innovativeness affect AI usage. Using purposive sampling, data were collected from 238 valid responses of technology R&amp;D personnel in Kaohsiung, and structural equation modeling was employed for analysis. The results indicate that the direct effects of organizational support and social influence on AI usage are not significant, but both indirectly influence AI usage through performance expectancy, highlighting performance expectancy as the core driver of AI adoption. In addition, personal innovativeness demonstrates a significant moderating effect, as individuals with higher innovativeness are better able to translate performance beliefs into actual behavior. These findings suggest that in knowledge-intensive environments, external support and social norms must be integrated with employees’ perceptions of AI benefits to facilitate actual adoption. Theoretically, this study extends the application of social cognitive theory to AI usage, addressing the limitations of prior research that focused solely on external factors; practically, it reminds managers to strengthen employees’ performance expectancy and design promotion strategies tailored to individual differences in order to foster organizational digital transformation.

This study investigates wearable activity tracker (WAT) adoption intention among South African Generation Y university students by extending the Theory of Reasoned Action (TRA) to include brand name as a predictor. A cross-sectional survey of 462 Generation Y students from three South African institutions was analyzed using exploratory and confirmatory factor analyses and structural equation modeling to test relationships between attitude, subjective norm, brand name, and adoption intention. Results indicate that attitude, subjective norm, and brand name significantly influence WAT adoption intention, with attitude as the strongest predictor, followed by brand name. The extended TRA model demonstrated acceptable fit, reliability, and validity, highlighting brand reputation's critical role in reducing perceived risk in emerging markets. The study is limited by its non-probability sample from three campuses in one province, suggesting future research should employ longitudinal designs, expand geographic scope, and incorporate additional constructs. Findings provide practical guidance for WAT manufacturers to prioritize building trustworthy brands and emphasizing health benefits, while marketing strategies leveraging peer influence and affordable pricing can enhance adoption among cost-conscious students. Promoting WAT adoption among youth can advance health awareness and public health goals in developing countries where proactive health monitoring technologies remain underutilized. This study offers one of the first empirical examinations of WAT adoption intention among South African Generation Y students using an extended TRA model. Unlike prior research focused on medical settings or limited samples, this study incorporates brand name as a novel construct, demonstrating its pivotal role in wearable tech adoption. This research contributes original empirical evidence from a developing market context, advancing theoretical and practical understanding of wearable technology adoption.

This research explores the technological factors that influence the adoption of mobile commerce by small and medium enterprises (SMEs) in the Polokwane Municipality. Using a quantitative approach, data were gathered from 146 SME owners, randomly selected from a total population of 261. The study applied descriptive statistics, analysis of variance (ANOVA), and regression techniques to examine the relationships between variables. ANOVA was used to evaluate the sub-hypotheses, while regression analysis tested the primary hypotheses. The instruments used in the study demonstrated strong internal consistency, with all Cronbach’s alpha values exceeding 0.7. Additionally, the Kolmogorov-Smirnov test confirmed that the data met the assumption of normality. The results showed that perceived cost, perceived benefit, and perceived compatibility each play a significant role in influencing m-commerce adoption. These findings offer valuable insights into the internal technological considerations that impact digital uptake in SMEs. The study provides both academic value by contributing to the theoretical understanding of technology adoption, and practical guidance for enhancing m-commerce use within the SME sector, particularly in similar socio-economic environments.

The retail industry has seen a significant transformation since augmented reality (AR) technology was introduced into online shopping. However, several barriers continue to hinder the global adoption of online AR shopping, particularly for high-involvement products. This study investigates these barriers in the South African context, adopting a quantitative research approach. Data were collected through online self-administered questionnaires from a sample of 664 South African consumers. Multiple regression analysis was conducted to achieve the research objectives. The findings revealed that image barrier strongly inhibits AR adoption. Although insecurity and tradition barrier were not statistically significant, their negative effect suggests they may act as barriers to adoption. Surprisingly, discomfort and risk barrier yielded positive but non-significant results, leading to the rejection of these hypotheses. This research provides insights that are vital for retailers, technology developers, and policymakers striving to leverage AR technology effectively in online retail. The study offers practical strategies to address these barriers and facilitate wider adoption of AR technology. Additionally, it contributes to the broader discourse on the intersection of technology adoption, consumer behavior, and retail marketing strategies, particularly within the socio-economic and cultural complexities of South Africa.

Interactive technology has increasingly gained attention from both consumers and retailers, reshaping the shopping experience. Among these technologies, augmented reality (AR) has emerged as a powerful tool that enables businesses to engage customers in distinctive and immersive ways. Although several leading companies have developed dedicated AR applications or integrated AR features into existing apps, limited research has explored how AR in mobile shopping apps influences consumer attitudes and shopping intentions. This study examines the effects of utilitarian value (UV), hedonic value (HV), and symbolic value (SV) of AR on customer attitudes and intentions to shop via mobile applications. Based on empirical data from 389 respondents, the results reveal that UV, HV, and SV positively influence attitudes toward mobile app shopping. However, only HV and SV significantly impact shopping intention. Additionally, attitude mediates the relationship between the perceived values of AR and the intention to shop. These findings contribute to the understanding of AR’s role in mobile commerce and offer practical insights for retailers, managers, and AR designers aiming to enhance the customer experience through in-app AR features.

The study sought to establish the primary determinants of social media usage among mobile network users in Zimbabwe, and how do these determinants vary across different demographic characteristics, including age, gender, education, income, and occupation. A descriptive research design was used in this study. A self-administered face-to-face personal survey was used to collect data from the consumers. The population in this study was made up of mobile consumers of the mobile network providers, Econet, NetOne, and Telecel in Harare Province, aged between 18 and 64 years. Convenience sampling technique, was used to select the mobile network consumers to participate in the study drawn from the three mobile operators. A sample of 384 respondents was chosen for the study. The result indicated that male respondents demonstrated a stronger perception of the effects of social media engagement on social media usage and truthfulness as a determinant of social media usage among the 18 to 25 age group and the 34 to 41 age group was different. Respondents with secondary education only demonstrated stronger perceptions of the effect of perceived usefulness on social media usage than degree holders’ respondents. Formally employed respondents had a stronger perception of the effects of social media influence on social media usage compared to students. The analysis of the study results further indicated that respondents who earned less than $2000 was significantly less than the mean score for the group which earned between $3001- 4000. The study concluded that male consumers have a stronger perception of the effects of social media engagement on social media usage, the consumers in the 18 to 25 age group have stronger perceptions of truthfulness of information, holders of certificates have a stronger perception of the effects of cost effectiveness on social media usage and formally employed consumers have a stronger perception of the effects of social media influence on social media usage compared to students. Creation of social media content helps the mobile network operators to adapt, design and develop social media content specifically targeted to specific ages, gender, occupations, and income levels on social media sites.  Mobile network operators can use the results of the study to choose a social media channel that speak to the right demographic consumers who visit their platforms.

General trends indicate an increase in the adoption and use of mobile shopping applications (apps) as well as shopping online. However, the trend seems not to be similar with township millennials in an emerging economy such as South Africa. Township millennial consumers seemingly prefer going in-store to buy products than via available mobile shopping apps. This novel study explored the reasons for resistance by township millennial customers to the adoption and use of mobile shopping apps during the COVID-19 pandemic to purchase products. The applicable and adopted research design for this study was explorative. A qualitative research approach was adopted and data was collected using online interviews. A sample size of ten township millennial consumers from four (Tembisa, Soweto, Katlehong, and Diepkloof) townships in South Africa participated in the interview process. Thematic analysis was used to analyse the collected data and determine the findings of the study. The main findings indicated that participants perceived some concerns related to security and privacy in using retail mobile shopping apps. There was a lack of knowledge and awareness regarding mobile shopping apps and how they function which further resulted in the resistance of usage. Township millennial consumers are stuck with the habit of buying in-store and cost is another factor that was highlighted as a cause for resistance, as they do not want to pay for delivery fees and hidden costs that arise from using retail mobile apps. The paper further provides valuable contributions, limitations and future study avenues. This study addressed the dearth in research about resistance factors in using advanced technology in townships. The findings provided insights into what mobile app shopping retailers should address to attract the adoption of app technologies and could mitigate further spread of future pandemics such as that of COVID-19.

This study aims to examine online shopping behaviour on social media platforms. This study formulates a research model integrating trust with the flow theory and some basic constructs of the UTAUT. To analyze the data from an online survey involving 305 participants actively making online purchases through social media platforms. This study applied the Structural Equation Modeling-Artificial Neural Networks (SEM-ANN) technique. Incorporating statistically significant SEM findings, the ANN model was used to analyze linear and nonlinear interactions among proposed variables. The research findings demonstrate that flow emerges as the most significant determinant, succeeded by effort expectancy, social influence, and performance expectancy, in defining the concept of trust. However, the sensitivity analysis using ANN indicates that effort expectancy is the most important factor in establishing trust, followed by flow, social influence, and performance expectancy. The predictive power of intention to use is noteworthy in determining actual use behaviour, with trust and flow emerging as influential factors favourably impacting this intention.

This article aims to assess the direct and indirect influence of suppliers' and buyers' behavioral intention on the performance of public procurement in Tanzania. This is accomplished by analyzing their utilization of the e-procurement system, using an adapted rendition of the Unified Theory of Acceptance and Use of Technology. The study used an explanatory cross-sectional survey research design and implemented a stratified sampling method to choose a sample of 312 participants, comprising of both customers and providers. The data collecting process included administering a questionnaire consisting of closed-ended questions and conducting a thorough examination of pertinent documents. The gathered data was then examined using Partial Least Squares Structural Equation Modeling, with the aid of SmartPLS 4 software. The findings indicate that behavioral intention has a favorable, direct, and indirect impact on the performance of public procurement. The research suggests that the effectiveness of public procurement is indirectly impacted by the behavioral inclination of both buyers and suppliers to use the e-procurement system. Moreover, the efficiency of the e-procurement system is significantly impacted by the use patterns of both purchasers and vendors. Therefore, it is recommended that developing countries, such as Tanzania, should take into account the behavioral intention and usage behavior of both buyers and suppliers before, during, and after the adoption of an e-procurement system.  

Facebook and WhatsApp, recognised as popular social media and messaging platforms, are increasingly being used as online sales platforms through the emergence of marketplaces, online stores and groups. Businesses and individual sellers create groups on these platforms to attract buyers who share similar interests, but the buyers and sellers often do not know one another, which may cause trust issues. Therefore, sellers should be aware of the factors that influence a buyer’s trust so that strategies can be developed to mitigate trust issues that may hinder sales transactions. The aim of this study was to investigate the influence of information quality, perceived ease of use and usefulness on consumers’ trust in Facebook and WhatsApp groups as online sales platforms. Following a descriptive research design, the data was gathered from 412 participants by means of an electronic self-administered questionnaire that was distributed to the South African database of an international research company. The statistical methods that were used to analyse the data included reliability measures, HTMT analysis and structural equation modelling. The findings of the study revealed that the information quality and perceived ease of use of WhatsApp and Facebook groups significantly influence the perceived usefulness of these groups, which, in turn, influences consumers’ trust in WhatsApp and Facebook groups as online sales platforms. In conclusion, by understanding the relationship between these factors, social media platforms could alter their group features, while businesses and individual sellers can improve their marketing strategies to instil trust among group members and ultimately increase sales.

This study examines the factors influencing continuance usage intentions in Vietnam’s online food delivery (OFD) market, using the Unified Theory of Acceptance and Use of Technology (UTAUT) with health consciousness as a moderator. The research identifies that performance expectancy, social influence, and facilitating conditions are significant determinants of continuance usage intentions, whereas effort expectancy shows a minor role. The analysis highlights health consciousness’s critical role in moderating the effects of PE and SI on usage intentions, revealing that a higher level of health awareness leads to more stringent evaluations of OFD services. These insights suggest that OFD service adoption in Vietnam is greatly influenced by how well services align with health-centric consumer preferences. The findings advocate for OFD platforms to adapt their strategies to meet the health-oriented demands of the market, emphasizing quality and transparency. This research contributes to understanding technology acceptance by highlighting the complex relationship between traditional service evaluation metrics and individual health values in influencing consumer behavior in a rapidly digitizing economy.