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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.

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 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.