Search Results (350)

Digital transformation is a crucial option for nightscape tour to balance high-quality experiences and sustainable development in the new era. Tourists’ satisfaction and continuance intention are essential to the development of digital nightscape tour, but related research is insufficient. For this reason, by using the Chinese digital nightscape tour as a case study, this research integrates the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the design dimensions (ambience, spatial layout, innovation, and cultural contact) to investigate the factors influencing tourists’ satisfaction and continuance intention. The research employed a convenience sampling method, selecting typical Chinese tourists who had experienced the digital nightscape tour as survey participants. A total of 650 responses were obtained. The results of Partial Least Square-Structural Equation Modeling (PLS-SEM) found that, firstly, UTAUT2, satisfaction, and ambience all directly predict continuance intention positively, with satisfaction having the strongest impact. Secondly, among the four variables of UTAUT2, social influence has the strongest impact on continuance intention. Thirdly, the design dimensions of the digital nightscape tour are very important, which indirectly affect continuance intention through satisfaction, with ambience having the greatest influence on continuance intention. The research conclusions help support the high-quality development of the digital nightscape tour. Full article

Today, immersive virtual reality (IVR) is increasing in popularity in a broad range of fields, including science, pedagogy, engineering and so forth. Therefore, this study discusses the Unified Theory of Acceptance and Use of Technology (UTAUT), which can be used to examine the factors that influence the adoption of immersive VR in the classroom, particularly in second language (L2) vocabulary acquisition. The sample for this study included 32 intermediate students and their teacher. For the purpose of evaluation, the researcher used partial least squares structural equation modelling (PLS-SEM) techniques to analyze the results. The findings of the students’ survey showed that performance expectancy, effort expectancy and social influence were seen to have had a positive impact on the intention to use immersive VR. Likewise, the findings indicated that facilitating conditions were seen to have had a positive impact on the use behavior of actually using immersive VR, whereas behavioral intentions did not. In addition, the teacher’s survey demonstrated a favorable view regarding the potential of immersive VR technology to support teaching L2 vocabulary acquisition. This particular study encouraged educators and educational technologists to utilize immersive VR games as a teaching–learning tool to reduce the challenge of L2 vocabulary acquisition. Full article

This narrative review synthesizes and analyzes empirical studies on the adoption and acceptance of ChatGPT in higher education, addressing the need to understand the key factors influencing its use by students and educators. Anchored in theoretical frameworks such as the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), Diffusion of Innovation (DoI) Theory, Technology–Organization–Environment (TOE) model, and Theory of Planned Behavior, this review highlights the central constructs shaping adoption behavior. The confirmed factors include hedonic motivation, usability, perceived benefits, system responsiveness, and relative advantage, whereas the effects of social influence, facilitating conditions, privacy, and security vary. Conversely, technology readiness and extrinsic motivation remain unconfirmed as consistent predictors. This study employs a qualitative synthesis of 40 peer-reviewed empirical studies, applying thematic analysis to uncover patterns in the factors driving ChatGPT adoption. The findings reveal that, while the traditional technology adoption models offer valuable insights, a deeper exploration of the contextual and psychological factors is necessary. The study’s implications inform future research directions and institutional strategies for integrating AI to support educational innovation. Full article

This article aims to investigate the factors that affect behavioural intention (BI) and user behaviour (UB) among Arabian users of generative artificial intelligence (GenAI) applications in the context of media content creation. The study’s theoretical framework is grounded in the unified theory of acceptance and use of technology (UTAUT2). A sample of 496 users was analysed using the partial least squares structural equation modelling technique (PLS-SEM). The results revealed that BI is significantly influenced by performance expectancy, effort expectancy, social influence, hedonic motivation, habit, and user trust, with hedonic motivation having the greatest impact. In terms of UB, facilitation conditions, habit, user trust, and BI were all found to have a positive and significant impact. This study contributes to the existing theory on the utilisation of GenAI applications by organising findings pertaining to the use of AI technology for media content creation. Full article

This study addresses the academic gap in the adoption of generative AI systems by investigating the factors influencing technology acceptance and usage behavior in Korean firms. Although recent advancements in AI are accelerating digital transformation and innovation, empirical research on the adoption of these systems remains scarce. To fill this gap, this study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) model, surveying 300 employees from both large and small enterprises in South Korea. The findings reveal that effort expectancy and social influence significantly influence employees’ behavioral intention to use generative AI systems. Specifically, effort expectancy plays a critical role in the early stages of adoption, while social influence, including support from supervisors and peers, strongly drives the adoption process. In contrast, performance expectancy and facilitating conditions show no significant impact. The study also highlights the differential effects of age and work experience on behavioral intention and usage behavior. For older employees, social support is a key factor in technology acceptance, whereas employees with more experience exhibit a more positive attitude toward adopting new technologies. Conversely, facilitating conditions are more critical for younger employees. This study contributes to the understanding of the interaction between various factors in AI technology adoption and offers strategic insights for the successful implementation of AI systems in Korean companies. Full article

This study aims to address the need for design guidelines in developing a cultural-heritage-based metaverse educational system. Using the UTAUT, the TTF model, and Flow Theory, a theoretical framework is constructed. Through qualitative research based on the GT, three user perception factors—presence, interactivity, and narrativity—are introduced as external variables to explore the relationship between these factors and users’ willingness to adopt the cultural heritage metaverse system. The study examines this relationship from the dual perspectives of user perception and technology acceptance. A scale was designed to test the theoretical model empirically, and 298 valid responses were collected through a structured process involving GT coding, pre-testing, and formal surveys. The findings indicate that interactivity, narrativity, and presence significantly enhance the flow experience, while factors such as performance expectancy, effort expectancy, social influence, facilitating conditions, technology–task fit, and flow positively influence users’ intention to adopt the system. Among these, technology–task fit emerged as the most influential factor. This integrated approach reduces subjectivity and bias in criteria determination, enhancing the objectivity and precision of cultural heritage metaverse system assessments and making the system more responsive to user needs. Full article

The COVID-19 pandemic not only accelerated the spread of contactless robot services but also revitalized the golf industry. These changes have expedited the adoption of robot caddies, making it necessary to conduct research on golfers’ acceptance of robot caddies. This study, thus, intended to investigate the importance of the extended unified theory of acceptance and use of technology (UTAUT) in the framework of robotic golf caddies and examined health consciousness as a moderator. An online survey was conducted with South Korean golfers, and a total of 391 responses were analyzed. The data analysis results indicated that all five dimensions of the extended UTAUT have a positive impact on attitude. Also, attitude is a significant predictor of both intentions to use and word-of-mouth intentions. Lastly, this study discovered that the moderating effect of health consciousness on the correlation between performance expectancy and attitude was significant. Full article

Bariatric surgery is an effective long-term treatment for severe obesity, but relapse rates remain high. Digital interventions can enhance patient care, yet research on the intention to use digital discharge management interventions is lacking. This study aims to assess the behavioral intention to use digital discharge management interventions after bariatric surgery and to identify differences in sociodemographic and medical characteristics, as well as potential key drivers and barriers. A cross-sectional study with N = 514 patients was conducted using the Unified Theory of Acceptance and Use of Technology (UTAUT). Mean scores for behavioral intention and predictors were calculated. Group differences were analyzed with independent t-tests and analyses of variance with post hoc tests. Drivers and barriers were assessed through multiple hierarchical regression analysis. The behavioral intention to use digital discharge management interventions was high. Significant predictors included age (β = −0.17, p < 0.001), eHealth literacy (β = 0.10, p = 0.037), internet anxiety (β = −0.15, p = 0.003), and time since bariatric operation (β = −0.13, p = 0.005). The predictors performance expectancy (β = 0.23, p < 0.001), effort expectancy (β = 0.36, p < 0.001), and social influence (β = 0.26, p < 0.001) were significantly positive key factors. These results confirm the need for implementing digital discharge interventions after bariatric surgery, with various drivers and barriers identified for application usage. Full article

Digital transformation is a process in which the latest technologies are used in various business fields to keep pace with continuous changes. It involves the strategic and profound integration of digital technologies into an organization’s core business operations, processes, and models. In this study, a quantitative approach was used to study the impact of DT adoption on public sector transformational change projects in the United Arab Emirates (UAE). The diffusion of innovation theory (DIT) and the unified theory of acceptance and use of technology model (UTAUT) were used in the factor analysis. This study highlights that digital transformation initiatives in the UAE have benefited from a strategic alignment with government initiatives, such as AI and blockchain strategies. However, public sector organizations face challenges, such as the high costs of technology adoption and cybersecurity risks during integration with legacy systems. The significance of social influence, including elements like use behavior and behavioral intention, was identified as essential for digital transformation, suggesting the importance of technology in job performance. Similarly, digital transformation projects improve IT competence and reduce resistance to change among leaders and individuals. The findings underscore the importance of investing in infrastructure and continuous IT training to sustain digital transformation. More studies are required across specific sectors to further explore the impact and scalability of DT initiatives in the UAE public sector. Full article

The rapid urbanization and technological advancements of the recent decades have increased the need for efficient and sustainable transportation solutions. This study examines the acceptance of smart transportation systems (STSs) among residents in Polish cities and explores the impact of these systems on energy-saving behaviors. Using the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model, which includes the propensity to save energy, this research seeks to understand the determinants of STS adoption. The primary research was conducted using Computer-Assisted Web Interviewing (CAWI). The sample was controlled for gender and place of residence. A sample of 471 individuals meeting the criteria of living in a city with over 200,000 residents and using smart transportation solutions in Poland were selected from the research panel. SmartPLS 4 software was used to analyze the collected data. The findings reveal that the propensity to save energy significantly influences perceived usefulness, ease of use, social influence, and hedonic motivation toward STSs. Perceived usefulness and ease of use were found to be strong predictors of the intention to use STSs, while perceived costs had a negative impact on it. This study also identified the moderating role of personal innovativeness in mitigating cost concerns. These insights underscore the importance of emphasizing energy conservation benefits and user-friendly features in promoting the use of STSs. This study concludes that aligning technological innovations with user motivations for energy conservation can enhance the adoption of sustainable transportation solutions, contributing to smarter and more sustainable urban environments. Full article

The advancement of technology has led to the creation of numerous platforms that could potentially be used for remote education. For example, the recent development of the English Diploma Programme at a top university in the Kingdom of Saudi Arabia (KSA) deploys a new platform known as Area9 Lyceum (Area9). Because the English Diploma Programme is a recent development, and especially given its use of a new platform, this proposed research will investigate learners’ attitudes to and acceptance of using the platform. Furthermore, it will look at how other universities could benefit from this experience to develop their own English as a Foreign Language (EFL) programmes along technological lines, specifically by deploying a survey tool based on the unified theory of acceptance and use of technology (UTAUT). The results reflect the positive attitude of the participants. Recommendations can be drawn from this study to help persuade stakeholders in higher education to adopt such platforms in the teaching of EFL or English as a Second Language (ESL). Full article

The accelerating climate crisis is driving a rapid increase in interest in climate technologies aimed at overcoming it. However, even if effective technologies emerge, their impact may be hindered without public acceptance. Therefore, it is necessary to analyze the factors that influence the acceptance of new climate technologies. This exploratory study investigates the key factors influencing public acceptance and the recommendation of climate technologies in South Korea. Utilizing an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model, survey data from 200 participants were analyzed. The study identified that facilitating conditions, innovativeness, social influence, and trust in government are the most significant predictors of public intent to accept or recommend climate technologies. The results highlight the critical role of strategic communication, infrastructure, and public trust in promoting the adoption of climate solutions. Furthermore, qualitative interviews suggest that a shift towards Personally Determined Contributions (PDCs) could empower individuals to become proactive agents in climate action. The study offers valuable insights for policymakers, providing a strategic direction to enhance the public’s engagement with climate technologies and foster a more sustainable future. Full article

This study examines the factors that may impact the adoption of generative artificial intelligence (Gen AI) tools for students’ assessment in tertiary education from the perspective of early-adopter instructors in the Middle East. It utilized a self-administered online survey and the Unified Theory of Acceptance and Use of Technology (UTAUT) model to collect data from 358 faculty members from different countries in the Middle East. The Smart PLS software 4 was used to analyze the data. The findings of this study revealed that educators developed new strategies to integrate Gen AI into assessment and used a systematic approach to develop assignments. Moreover, the study demonstrated the importance of developing institutional policies for the integration of Gen AI in education, as a driver factor influencing the use of Gen AI in assessments. Additionally, the research identified significant factors, namely performance expectancy, effort expectancy, social influences, and hedonic motivation, shaping educators’ behavioral intentions and actual use of Gen AI tools to assess students’ performance. The findings reveal both the potential advantages of Gen AI, namely enhanced student engagement and reduced instructor workloads, and challenges, including concerns over academic integrity and the possible negative impact on students’ writing and thinking skills. This study emphasizes the significance of targeted professional development and ethical criteria for the proper integration of Gen AI in educational assessment. Full article

With their potential for high returns and expanding role in the financial landscape, cryptocurrency investments have garnered the attention of the financial press and investors. Applying an integrated research model based on the Unified Theory of Acceptance and Use of Technology (UTAUT), this study investigates the factors influencing individual investors’ attitudes toward cryptocurrency investments and their intention to continue investing. The model incorporates constructs such as performance expectancy, effort expectancy, social influence, perceived risk, perceived privacy, technology competency, perceived enjoyment, and prior experience. Data from 506 cryptocurrency investors located in the United States were collected through a 50-item questionnaire. The findings indicate that performance expectancy and perceived enjoyment positively impact attitudes toward cryptocurrency investments, which, in turn, influence the intention to continue investing. Perceived privacy positively affects performance expectancy, while technology competency enhances effort expectancy. These results offer valuable insights for policymakers and cryptocurrency exchanges to foster sustainable growth in the cryptocurrency market. Despite its contributions, the study acknowledges limitations, including a focus on current investors in the US and the exclusion of factors such as optimism and innovativeness. Future research should explore these aspects across different populations and regions to gain a more comprehensive understanding of cryptocurrency investment behavior. Full article

Social networks have become a significant part of people’s daily lives, particularly in the purchasing process. In this context, digital influencers have played an essential role in shaping consumers’ opinions. In this sense, studying the role of social networks and influencers in the online product purchase decision process was considered pertinent. We selected two technology adoption models to fulfill this purpose: the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). We conducted an exploratory study using a quantitative approach, with data being collected through a questionnaire distributed online. The statistical analysis of the empirical model employed a partial least squares structural equation modeling (PLS-SEM) technique. Analyzing the 135 responses allowed us to conclude that social networks are relevant in consumers’ purchase decision process. This research highlights the importance of the credibility of influencers, emotional connections with audiences, and the dynamics of the media in shaping consumer behavior. It highlights the strong influence of digital influencers on purchasing decisions and makes a methodological contribution with a rigorous empirical model. This study also suggests avenues for future research in order to deepen the understanding of influencer and social media marketing strategies. Full article