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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 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.