Search Results (11)

This study combines the “flow theory” and the “extended technology acceptance model” (ETAM) to explore the perceived utility and sustainable development impact of virtual reality (VR) immersive learning in the hairdressing course of vocational schools. The research subjects were 1200 students from three vocational schools in Chiayi and Tainan, Taiwan. Data analysis was performed using SPSS 22.0 and Smart PLS 3. The main findings are as follows: (1) Model validation shows that vocational school students’ acceptance of VR learning is significantly affected by perceived usefulness (PU) and perceived ease of use (PE), and both positively affect attitude towards use (ATU). (2) Flow theory (FLOW) not only directly improves students’ usage attitude and behavioral intention (BI), but also partially mediates the relationship between PU/PE and ATU, indicating that immersion is the core factor driving learning motivation. (3) VR technology reduces the consumption of physical resources (such as wig models), meets the United Nations SDG 4 (quality education), SDG 9 (industrial innovation), and SDG 12 (responsible consumption) goals, and is cost-effective. (4) Students’ feedback pointed out that VR teaching stimulates creativity and independent learning, but it needs to be combined with traditional demonstration teaching to strengthen technical details. Full article

As older adults age, changes in their physiological, psychological, and cognitive functions often lead to inherent anxiety and fear regarding the use of digital technologies. Cognitive age, reflecting an older adult’s mental perception of their chronological age, is a crucial moderating factor in shaping their willingness and behavior towards technology adoption. However, the mechanisms through which cognitive age impacts the behavior of older adults within the realm of digital technology utilization remain unclear. Thus, grounded in the Extended Technology Acceptance Model (ETAM) and employing structural equation modeling, this study intends to investigate mechanisms which influence older adults’ behavioral intentions towards the use of museum digital displays. Consequently, it confirms that attitudes mediate the correlation between perceived usefulness, subjective norm, perceived self-efficacy, and the behavioral intention towards museum digital display utilization. Perceived ease of use does not directly affect attitudes, but instead exerts an indirect impact on attitude through perceived usefulness. Cognitive age negatively moderates the relationship between attitudes and the behavioral intention to use digital technologies. Additionally, the mediating role of attitudes in the correlation between older adults’ perception of museum digital displays and behavioral intention is moderated by cognitive age. Specifically, older adults with a higher cognitive age value (who perceive themselves to be younger than their chronological age) exhibit a weaker mediating effect of attitudes on the relationship between perceived usefulness and behavioral intention compared to those with a lower cognitive age value (who perceive themselves to be older than their chronological age). The findings seek to unbox the “black box” of how cognitive age mediates the correlation between attitudes and behavioral intention towards the use of museum digital displays among older adults, providing valuable theoretical insights for the bidirectional enhancement of digital technology utilization, the overall well-being of older adults, and high-quality development in museums. Full article

Given the potential of digital technologies in value-adding and decision support in infrastructure projects, the promotion of digital technologies, how factors of government promotion, technological development, and the organization’s technology capability and capacity influence digital technology adoption is necessary but still unclear. This research aims to identify the environmental, technological, and organizational factors, as well as the interactive relationships among them, for infrastructure participants’ intention to adopt digital technologies. The extended Technology Acceptance Model (e-TAM) was used as a theoretical base to develop a hypothesis of the influencing paths of internal and external factors, with perceived usefulness (PU), perceived ease of use (PEU), and perceived image improvement (PII) as critical internal factors, and technological and environmental factors as external factors. The questionnaire survey collected 172 valid responses and structural equation modeling was applied for the hypothesis testing. The model fitting results indicated that intentions of digital adoption are directly influenced by PU as internal factors and environmental factors, while PEU, PII, and technological factors play indirect roles. As the interaction of external and internal factors, environmental factors directly affect PEU, and technological factors significantly correlate with PU. The findings supported most of the hypothesis and contributed to providing guidance for infrastructure participants’ digital adoption practice. Full article

Artificial Intelligence (AI) applications in different fields are developing rapidly, among which AI painting technology, as an emerging technology, has received wide attention from users for its creativity and efficiency. This study aimed to investigate the factors that influence user acceptance of the use of AIBPS by proposing an extended model that combines the Extended Technology Acceptance Model (ETAM) with an AI-based Painting System (AIBPS). A questionnaire was administered to 528 Chinese participants, and validated factor analysis data and Structural Equation Modeling (SEM) were used to test our hypotheses. The findings showed that Hedonic Motivation (HM) and Perceived Trust (PE) had a positive effect (+) on users’ Perceived Usefulness (PU) and Perceived Ease of Use (PEOU), while Previous Experience (PE) and Technical Features (TF) had no effect (−) on users’ Perceived Usefulness (PU). This study provides an important contribution to the literature on AIBPS and the evaluation of systems of the same type, which helps to promote the sustainable development of AI in different domains and provides a possible space for the further extension of TAM, thus helping to improve the user experience of AIBPS. The results of this study provide insights for system developers and enterprises to better motivate users to use AIBPS. Full article

The rapid growth of the domestic food delivery market has led to intense market competition as the use of delivery applications has grown quickly. This study explored the variables of personal innovativeness, trust, perceived ease of use, perceived usefulness, and intention to use such applications by testing the extended technology acceptance model (ETAM). By using Google Forms, data were collected from 10 May 2022 for a period of two weeks from Koreans who have experience using mobile food delivery applications. A total of 296 responses were used to test the hypotheses. The findings revealed that personal innovativeness had a positive effect on perceived ease of use. Trust was found to positively affect perceived usefulness and perceived ease of use. The variables perceived ease of use and perceived usefulness significantly influenced intention to use food delivery applications. This current research study provides practical implications by suggesting that ease of use with food delivery applications deserves further consideration. It was shown to be a key factor in increasing the intention to use such applications and can help to influence the creation of strategies to enhance continuous usage. Full article

Many conferences, exhibitions, and trade shows planned in the early days of COVID-19 were canceled or postponed, and only some events were able to convert quickly to virtual events by using existing virtual conference and exhibition platforms. This study examined whether the virtual convention platform, combined with advanced technologies, can enhance the trust in Seoul city and further influence the attitude and intention to use Virtual SEOUL 2.0. Furthermore, this study applies the Extended Technology Acceptance Model (ETAM) framework to identify external variables that affect perceived usefulness and ease of use and describes how practitioners embrace the new convention technology of Virtual SEOUL 2.0. The 300 usable survey data were collected and used to identify the proposed hypothesized relationship of seven latent constructs. The hypothesized relationships were tested by structural equation modeling (SEM). The analytic results confirmed the proposed hypothesized relationship among these seven constructs (Personal innovativeness, Perceived ease of use, Perceived usefulness, Perceived trust of Seoul, Perceived enjoyment, Attitude toward using Virtual SEOUL 2.0, and Intention to use Virtual SEOUL 2.0). More interestingly, the study’s findings provide that perceived trust in a smart city is an essential factor that directly or indirectly enhances users’ intention to use technology. Full article

Since the basic model of technology acceptance model (TAM) was introduced, studies in various fields have been conducted to improve the explanatory power of the TAM. These studies show that there are limitations in explaining the intention to use a new technology with just two variables (perceived usefulness and perceived ease of use), and that the intention to use a new technology can be affected by many external variables, in addition to the two variables. Accordingly, the purpose of this study is to identify factors affecting users’ intention to participate in a virtual/augmented reality (VR/AR) sports experience based on the extended technology acceptance model (ETAM). To this end, this study analyzed the results of a survey conducted on 300 university students who are sports majors in Korea, who have experienced VR/AR sports. First, among experience economy factors, education experience, escape experience, and esthetic experience had a positive effect on presence. Second, presence had a positive effect on perceived usefulness and flow. Third, perceived usefulness and flow had a positive effect on the intention to participate. This study has significance in empirically investigating the relationship among variables affecting users’ intention to participate in a VR/AR sports experience using the ETAM. The results can be used as basic data for establishing strategies necessary in vitalizing VR/AR sports in the future. Full article

Online meeting platforms have been widely utilized during the COVID-19 pandemic due to the current shift from traditional learning. However, the acceptance of the different online meeting platforms for e-learning has been underexplored. The purpose of this study was to determine the factors for acceptance of an online learning platform among students during the COVID-19 pandemic. A total of 500 senior high school students voluntarily participated to answer constructs under the Extended Technology Acceptance Model (ETAM) and Delone and McLean IS Success Model. Several latent including user interface (UI), perceived ease of use (PEU), perceived usefulness (PU), information quality (IQ), system quality (SQ), behavioral intentions (BI), and actual use were analyzed by Structural Equation Modeling (SEM). The results indicated that PEU was found to have the greatest on actual use (AU), followed by UI and SQ towards PEU, which subsequently led to BI and AU. Finally, IQ was found to have a significant effect on PU, which led to BI and AU. The level of student acceptability considers the ease of use, user interface, system quality, information quality, leading to a positive behavioral intention for actual use. With that, it would be of best interest to consider the factors that would lead students towards accepting the platforms utilized and therefore the current education system. Moreover, this will lead to their acceptance and promote learning even with the COVID-19 pandemic. Finally, the model construct can be applied and utilized to analyze the online learning platforms in other countries. Full article

Restaurants have been using robots to meet the increasing consumer demand for food customization and safety and contactless service operations. This study identified the antecedent factors influencing a customer’s attitude and acceptance intention toward a robot barista. To this end, we conducted a questionnaire survey from 10 to 24 January 2020, on a sample of 317 Korean consumers who purchased coffee prepared by a robot barista. We based the analysis on the following determinant factors of the extension of the technology acceptance model (ETAM): perceived enjoyment, perceived usefulness, need for interaction, perceived risk, and perceived innovativeness. The results showed that perceived usefulness had the highest impact on acceptance intention, followed by perceived enjoyment and the need for interaction. Perceived usefulness and innovativeness positively influenced acceptance intention. These results confirmed the significance of the determinant factors in inducing customers’ attitude and acceptance intention toward a robot barista. This study extends the research on the application of artificial intelligence and the fourth industrial revolution technologies in the food service industry, and hence contributes toward the preparations for the post-Covid-19 period. It also offers practical implications for sustainable coffee shop management. Full article

The adoption of Social Media as part of organizational processes has been explosive during the last years. While decisions related to the adoptions of such technologies seem to be taken under competitive pressure there is little known as to the management attitudes and perceptions in the use of these technologies. The purpose of this article is to study factors affecting the acceptance of Social Media as a business strategy by Spanish retailers. A model that explains the adoption of Social Media tools has been created, on the basis of a technology acceptance model by adding the perceived strategic value, generating an extended model useful for academics and practitioners. The results confirm the central role played by the perceived ease of use of Web 2.0 in the process of its adoption as a business tool. Full article

In this Internet age, information technologies are increasingly penetrating our daily lives. Internet Shopping has become a daily activity for most of us. However, there are very limited studies to investigate cognitive factors influencing individuals’ online shopping behavior in a developing country context. In this study, two widely used socio-psychology based theories, the extended version of Technology Acceptance Model (e-TAM) and Theory of Planned Behavior (TPB), have been tested in Internet shopping context and the results are compared for a Turkish sample. The results have revealed significant theoretical relationships for all of the proposed paths in both theories, yet the Theory of Planned Behavior presented better fit indices and proven to be a more detailed explanatory framework. Full article