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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 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&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.

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.

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.

In Indonesia, a QR code payment is referred to as QRIS (Quick Respond Code Indonesian Standard). QR code technology is employed by QRIS, a contemporary payment system, to establish connections between a variety of financial transactions. QRIS offers numerous advantages to businesses, including the ability to obtain numerous promotions, the automated recording of transactions, the ability to track financial income and expenses, and the elimination of the need to search for change. Regrettably, the low level of digital literacy in Indonesia has prevented certain individuals from adopting digital transactions. Consequently, policymakers and regulators will be able to make more informed decisions regarding the expansion of QRIS in Indonesia by gaining a more comprehensive understanding of the perceptions of utility and perceived ease of use among Indonesian users. This research involves individuals who have implemented QRIS. The sample size in this study was sufficient due to the use of PLS-SEM, a powerful multivariate analysis technique that is recognized for its statistical efficacy in small sample sizes. The study explores the behavioral intention to use QRIS among Indonesian users, emphasizing perceived usefulness and perceived ease of use while incorporating control variables such as age, experience, gender, income, and education. The analysis results indicate that perceived usefulness has a substantial impact on the behavior intention of QRIS, and perceived ease of use also has an impact on the behavior intention of using QRIS. Education and income were found to have no significant difference in relation to behavior intention of using QRIS, whereas age, experience, gender, and age were associated with a significant difference.

The adoption and use of ICT have increased drastically in developed countries, but it cannot be said that it lags in developing countries. ICT evolution has introduced e-commerce services for users, but these services fail because of low user acceptance and user attitude, especially in developing nations. The security and trustworthiness of e-commerce are known to be of the most significant concern to people intending to use e-commerce services.  The study looked at the role of individual characteristics on how cyber-security and trust issues affect non-users of e-commerce systems' intention to use e-commerce systems in South Africa.  The effect of cyber security on consumers’ intentions and actual use of e-commerce systems was examined. This study used a quantitative research approach. The findings revealed that perceived security and perceived trust was the primary concern for non-users of e-commerce intentions. It was shown that e-commerce system users are still concerned about security, even though they intend to continue using e-commerce systems. For the success of e-commerce in rural communities, the government needs to join with retailers and SMEs to start awareness campaigns that will clarify how e-commerce systems work and eradicate negative perceptions of e-commerce systems.

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.