Impact of Goal Contagion on the Acceptance of Digital Technologies: The Moderating role of COVID-19 and Survival Instinct
Rosid, Md Harun Or · Rahman, Md Asiqur · Isalm, Md Farijul · Rahim, Abdur · Paul, Sujan Chandra
International Journal of Finance & Banking Studies · 2025 · Vol. / Issue · 34-50
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Abstract
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.
Keywords: {'name': 'Goal Contagion'}, {'name': 'Acceptance of digital technologies'}, {'name': 'Adaptation Theory'}, {'name': 'COVID-19'}
Authors & affiliations
Rosid, Md Harun Or
Affiliation not supplied
Rahman, Md Asiqur
Affiliation not supplied
Isalm, Md Farijul
Affiliation not supplied
Rahim, Abdur
Affiliation not supplied
Paul, Sujan Chandra
Affiliation not supplied
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