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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 research investigates how goal contagion impacts the acceptance of digital technologies and also explores the moderating effect of COVID-19 and survival instinct within the interconnection between goal contagion and the acceptance of digital technologies. The research has undertaken partial least squares structural equation modeling to identify the direct as well as moderating effects based on a sample of 250 individuals across diverse firms in Bangladesh. The research also involved the Importance-Performance Map Analysis approach (IPMA) to explore key areas of importance and performance, thus providing a holistic understanding of key factors impacting the acceptance of digital technologies. Then, an ANN model analysis was used to determine how important the components determined by the PLS-SEM study were in terms of relative influence. The study revealed that others’ behavior and situational context have a significant impact on goal contagion. The outcome also showed that goal contagion has a significant impact on the acceptance of digital technologies; besides, survival instinct and COVID-19 have a statistically significant moderating effect between goal contagion and the acceptance of digital technologies. The IPMA findings showed that COVID-19 and goal contagion are the most important factors for the acceptance of digital technologies. The ANN findings revealed that situational context is the most contributing construct for goal contagion. The findings also demonstrated that COVID-19 and goal contagion are the most influential constructs for the acceptance of digital technologies. The findings of this research contribute significantly to the relevant knowledge by promoting a theoretical framework for comprehending the factors that influence the acceptance of digital technologies. Furthermore, this research illustrates valuable insights for companies that are planning to make strategic decisions regarding their digital technologies.

This exploratory analysis investigated the use of cloud accounting within the SME sector in Zimbabwe. This study addresses a significant gap in the existing literature, as no prior research has specifically explored the utilization of cloud accounting within the SME sector in Zimbabwe. The study employed a qualitative research approach using purposive sampling. Data was collected from semi-structured interviews and was thematically analyzed. The study revealed a low utilization of cloud accounting among SMEs in Zimbabwe. The lack of awareness is particularly pronounced, hindering SMEs from recognizing the benefits and functionalities of cloud accounting systems. The study found that SMEs implementing cloud accounting experience many benefits that significantly enhance their financial management processes, operational efficiency, and overall business performance. The study emphasized the need for targeted awareness campaigns, comprehensive training programs, and robust policy support to bridge the knowledge gap and facilitate the widespread adoption of cloud accounting. The findings offer valuable insights for policymakers, educators, and technology vendors aiming to promote the digital transformation of the SME sector in Zimbabwe. Value This study provides valuable insights into the barriers and opportunities for adopting cloud accounting in Zimbabwe's SME sector, highlighting the need for awareness, training, and policy support to drive digital transformation and improve financial management, operational efficiency, and overall business performance.

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.

This study examines the impact of customer, supplier, and competitor pressures on the adoption of mobile commerce (m-commerce) by small and medium-sized enterprises (SMEs) in Polokwane, South Africa. The research follows a quantitative approach, with data collected from 146 randomly selected SMEs out of a total population of 261. A structured questionnaire was used to measure the pressures from customers, suppliers, and competitors, all assessed using a five-point Likert scale. Reliability of the constructs was confirmed with Cronbach's alpha coefficients exceeding 0.7, and the normality of the data was verified through the Kolmogorov-Smirnov test. To analyse the data, ANOVA and regression analysis were applied. The findings reveal that customer, supplier, and competitor pressures significantly influence SMEs’ decisions to adopt m-commerce solutions. These results contribute to the understanding of external factors that shape technology adoption in SMEs, offering both theoretical insights and practical implications. SMEs that respond to these pressures may improve their competitive position by integrating mobile technologies into their operations, leading to better market responsiveness and enhanced business processes. This research provides a foundation for future studies on mobile commerce adoption, focusing on underexplored external influences.

This paper evaluates how the perceptions of consumers from different demographic backgrounds influence their adoption and use of digital personal banking, and suggests marketing activities required to increase digital banking by these different demographic target groups. The method involved an online survey of a sample of 400 respondents with bank accounts in the iLembe district of KwaZulu-Natal, South Africa, focusing on the demographic dimensions of age, gender, education and income. The study found that high digital banking users were older (24+), with higher education and a higher income, while low digital banking users were younger (18-23), with a lower level of education and a lower income. No differences according to gender were found. The convenience of digital banking and a good online banking experience were the factors that most encouraged digital banking use by high users, while perceptions of high cost and having low control over their online banking activities were factors that discouraged low users from more digital banking use. These findings confirmed the previous research about the influence of age and education on digital banking use, but contributed new knowledge about the influence of income, and the lack of influence of gender, on digital banking adoption and use. Comprehensive recommendations for banks, policy makers and other stakeholders are provided.

Against the backdrop of rapid advancements in generative artificial intelligence (GenAI), ChatGPT has emerged as a representative application, drawing significant research interest in user behavior patterns. This study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) Model to investigate the key factors influencing the adoption of ChatGPT among users in Taiwan. Using a cross-sectional survey approach, we recruited a sample of 454 Taiwanese ChatGPT users through social media and online forums. The study analyzed the impact of four key constructs—performance expectancy, effort expectancy, social influence, and facilitating conditions—on behavioral intention and actual usage behavior. The results indicated that performance expectancy and effort expectancy play pivotal roles in shaping behavioral intention, while facilitating conditions significantly affect actual usage behavior. Furthermore, cultural background exerts a critical moderating effect on the influence of social factors. These findings highlight the unique characteristics of user behavior in Taiwan, provide practical insights for optimizing the design and promotion of GenAI tools, and offer valuable implications for technology adoption policies.

This article explores social network site (SNS) users’ understanding of the danger the integration of human intelligence and artificial intelligence (AI), termed “augmented intelligence,” presents.  Augmented intelligence, a subsection of artificial intelligence (AI), aims to enhance human intelligence with AI and is heralded as a significant step in problem-solving. A crucial concern is the profound threat to SNS users’ information security. A quantitative approach examined SNS understanding regarding the diffusion of augmented intelligence into SNS users’ spaces. An online survey was administered to 165 SNS users residing in the Gauteng province of South Africa.  Diffusion of Innovation (DOI) theory was used as the theoretical lens. Ethical clearance was obtained, and the data collected was anonymized and kept confidential. The article provides new insights that can help SNS users understand that a new threat to their information security in the form of augmented intelligence is emerging. Findings suggest that out of the five constructs drawn from DOI that explain the diffusion of augmented intelligence into sophisticated social engineering attacks, relative advantage, compatibility, and complexity were perceived by study participants as likely predictors of augmented intelligence adoption. Users, however, differed on exactly how the augmentation process was being achieved.