Drivers of farmers’ usage of digital marketplace platform: evidence from India

2021 ◽  
pp. 407-428
Author(s):  
Arpita Agnihotri ◽  
◽  
Saurabh Bhattacharya ◽  
Keyword(s):  
Supply Chain ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Use Of Technology ◽  
Online Trading ◽  
Factors Of Influence ◽  
Potential Factors ◽  
The Relationship

Online trading by farmers is a critical component of the agricultural supply chain. Perceived ease-of-use and perceived usefulness of a digital marketplace enhances trust and then farmers’ intention to use that digital marketplace. This study, by leveraging a mediation model, explores the usage drivers of digital marketplaces by farmers in India. Indeed, farmers' intrinsic propensity to trust generally is a moderator of the relationship between trust and intention to use a digital marketplace. We assert the relationship between (a) perceived ease-of-use of technology and trust and (b) perceived usefulness and trust is moderated by perceived self-efficacy by farmers and the digital marketplace platform provider’s reputation who is offering the digital marketplace service. This study contributes to the field of smart agri-food supply chain literature, by exploring willingness of Indian farmers to trade their produce on digital market places and potential factors of influence.

Mobile payment adoption process: a serial of multiple mediation and moderation analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wanny Oentoro
Keyword(s):  
Social Influence ◽  
Perceived Risk ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Payment ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Multiple Mediation ◽  
Content Type ◽  
The Relationship

Purpose Global digital payment transactions increase continuously. Due to the inconsistencies that occurred across the research findings, past researchers have called for further investigation to verify and empirically test the mobile payment acceptance model. The purpose of this paper is to develop an integrative model that is derived from the multiple technology acceptance models (TAM)’s a theoretical framework and past literature to understand how consumers decided to adopt mobile payment. By simultaneously testing mechanisms, namely, ease of use, usefulness and risk, the current study will be able to advance scholarly knowledge of the underlying consumer’s attitude and behavior that link social influence to intention to use. Design/methodology/approach A total of 370 valid responses were collected using self-administered questionnaires distributed via online platforms, a representative for Thai consumers. An ordinary least square regression and bootstrap analyzes were conducted through PROCESS Macro to analyze the moderated serial-multiple mediation model in the consecutive inducing of social influence, perceived ease of use, perceived usefulness and perceived risk toward the consumer’s intention to use mobile payment. Findings Within the context of consumers evaluating a mobile payment, statistics significant were found for the hypothesized direct and indirect effects of perceived ease of use and perceived usefulness on an intention to use. The results showed that Thai consumers’ intention to use mobile payment was significantly affected by their attitudes in terms of usefulness and the less complication in using the applications. It is confirmed that social influence indirectly affects intention to use via the increase of perceived ease of use and perceived usefulness. The study also found a significant interaction between perceived risk and perceived usefulness toward intention to use. Practical implications It is recommended to service providers to continue improving the user-friendliness, navigation, integrity and furnish the system with more value-added activities within the mobile payment application. It is also essential for the company to deliver tutorials and clear and easy-to-follow instructions to customers. At the same time, the marketer should develop marketing strategies to promote the usefulness and simplicity of using the applications to the consumers. When consumers experienced the easiness and usefulness of the applications, these could overcome the resistance feeling to use due to the concern on any potential risk. Originality/value The study contributes to the existing body of knowledge on consumer usage behavior and TAM by integrating all important variables and developed a parsimony framework to explain consumers’ usage adoption on mobile payment. Moreover, the current study was the very first that proposed and tested a serial of multiple mediations of perceived ease of use and perceived usefulness, moderated by perceived risk, in the relationship between social influence and consumers’ intention to use mobile payment and discovered a moderating role of perceived risk toward the relationship between perceived usefulness and mobile payment usage intention.

Perceived Usefulness and Ease of Use of Mobile Government Services

2020 ◽  
Vol 11 (1) ◽  
pp. 1-16
Author(s):  
Isaac Kofi Mensah
Keyword(s):  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Government Service ◽  
Government Services ◽  
Acceptance Model ◽  
The Relationship

This study examined the moderating effect of electronic word of mouth (eWOM) communications on the relationship between the perceived usefulness (PU) and perceived ease of use (PEOU) of mobile government services and the intention to use mobile government services. The Technology Acceptance Model was used as the theoretical framework and the data analysis was done with SPSS. The results have shown that there was a significant moderating impact of eWOM on both the relationship between PU and PEOU and the intention to use mobile government services. In addition, perceived usefulness and perceived ease of use of mobile government service were significant in determining the intention to use mobile government services. Also, PEOU was found to be a determinant of the PU of mobile government services. The implications of these findings are discussed.

scholarly journals The Mediating Effect of Intention to Use on the Relationship between Mobile Learning Application and Knowledge and Skill Usage

2021 ◽  
Vol 17 (12) ◽  
pp. 31
Author(s):  
Azizi Mohd Noor ◽  
Nik Hasnaa Nik Mahmood ◽  
Wan Normeza Wan Zakaria
Keyword(s):  
Technology Acceptance ◽  
Mobile Learning ◽  
Mobile Device ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mediating Effect ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Delivery Technique ◽  
The Relationship

Mobile learning (m-learning) has evolved as an alternative way of training delivery in a variety of businesses and sectors. Mobile device technology is continuously developing and improving, resulting in more mobile device use. In a corporate setting, the usage of mobile devices as learning aids has become a new delivery technique. Telekom Malaysia (TM) has also adopted this learning tool for staff training. This research has been conducted to determine the mediating effect of intention to use on the relationship between mobile learning applications and knowledge and skill usage. There are five objectives for this research. Hypotheses have been generated to be tested according to the Technology Acceptance Model (TAM) and Kirkpatrick Evaluation Model. The questionnaire was used for data collection. SmartPLS version 3.2.8 and IBM SPSS Statistics version 26 statistical software were used in the analysis. The finding revealed that there was an effect of perceived ease of use (PEOU) and perceived usefulness (PU) on TM employee knowledge and skill usage. In addition, the study also found there was a mediating effect of Intention to Use (ITU) on the relationship between PEOU and PU with TM employee knowledge and skill usage.

scholarly journals Predicting the Relationship of Antecedent Variables of Intention to Use: Empirical Analysis on E-Money Application

2020 ◽  
Vol 10 (2) ◽  
pp. 256-268
Author(s):  
Ganesha Triutomo Iswara ◽  
Kevin Wialdy ◽  
Sabrina Oktaria Sihombing
Keyword(s):  
Structural Equation ◽  
Smart Phone ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Electronic Money ◽  
Relationship Of ◽  
The Relationship

This study aims to predict the relationship of perceived usefulness, perceived ease of use, relative superiority, nature of transactions, and substitution to adoptions that affect intention to use of smart phone-based electronic money. The variables in this study are relative advantages, transaction nature, perceived usefulness, and perceived ease of use, substitution and adoption of electronic money. Data collection techniques in this study were conducted using a questionnaire with judgmental sampling method. The size of the respondents is 142 respondents. The data obtained is analyzed using Structural Equation Modeling (SEM). The results show that the six hypotheses are supported. The intention to use electronic money is also influenced by the adoption of electronic money. The adoption of electronic money is a significant predictor of intention to use electronic money. This study also provides limitations and suggestions for further research.

scholarly journals Factors Determining the Perceived Security Dimensions in B2C Electronic Commerce Website Usage: An Indonesian Study

2021 ◽  
Vol 22 (1) ◽  
pp. 104-132
Author(s):  
Santos Marianus ◽  
Syaiful Ali
Keyword(s):  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mediation Effect ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Perceived Security ◽  
Order Construct ◽  
Key Dimensions ◽  
The Relationship

Research aims: This study aims to analyze the perceived security dimensions and build a research model using perceived ease of use and perceived usefulness as variables mediating the link between perceived security and the intention to use Indonesia's B2C e-commerce websites. Design/Methodology/Approach: Using a purposive sampling approach, this study conducted an online survey of respondents who had done online transactions, such as business-to-customer (B2C) transactions. Research Findings: The study's results showed that perceived security significantly correlated with buyers' intention to use B2C websites. Theoretical contribution/Originality: This study contributes to developing and validating key dimensions of perceived security and their constructs. Mediation effect test results from TAM, which were perceived ease and perceived use, indicated that only the perceived usefulness variable significantly mediated the relationship between perceived security and intention to use B2C e-commerce websites. Perceived use's mediation was not supported. Practitioner/Policy implication: This research empirically supports the perceived security construct as a second-order construct involving confidentiality, availability, non-repudiation, and privacy. Research limitation/Implication: This study used data from Indonesian individuals, which may differ from other countries' characteristics. It may limit the research' finding generalization. Research aims: This study aims to analyze the perceived security dimensions and build a research model using perceived ease of use and perceived usefulness as variables mediating the link between perceived security and the intention to use Indonesia's B2C e-commerce websites.Design/Methodology/Approach: Using a purposive sampling approach, this study conducted an online survey of respondents who had done online transactions, such as business-to-customer (B2C) transactions.Research Findings: The study's results showed that perceived security significantly correlated with buyers' intention to use B2C websites.Theoretical contribution/Originality: This study contributes to developing and validating key dimensions of perceived security and their constructs. Mediation effect test results from TAM, which were perceived ease and perceived use, indicated that only the perceived usefulness variable significantly mediated the relationship between perceived security and intention to use B2C e-commerce websites. Perceived use's mediation was not supported.Practitioner/Policy implication: This research empirically supports the perceived security construct as a second-order construct involving confidentiality, availability, non-repudiation, and privacy.Research limitation/Implication: This study used data from Indonesian individuals, which may differ from other countries' characteristics. It may limit the research' finding generalization.

Physicians' Non-Use of Technology

2010 ◽  
Vol 2 (1) ◽  
pp. 1-16 ◽  
Author(s):  
Jon Blue
Keyword(s):  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Behavioral Intention ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Use Of Technology ◽  
Acceptance Model ◽  
Behavioral Intention To Use

Technology Acceptance Theories have been widely applied and quite successful at explaining the behavioral intention to use technology in many organizations. One of the most significant variables in the Technology Acceptance Model is perceived ease of use. The Technology Acceptance Model purports that perceived ease of use contributes to the behavioral intention to use technology. Additionally, the model purports that perceived ease of use is an antecedent of perceived usefulness. In the adoption and use of technology across multiple industries, previous studies show that Technology Acceptance Theories predictions have been incorrect and not consistently supported. Qualitatively studying physicians, it is shown that medical doctors focus on factors not thoroughly investigated or explained in the literature. This study specifically investigates physicians’ behavioral intention to use a Personal Digital Assistant in their work environment and examines why some tested constructs, such as perceived ease of use and perceived usefulness, are not relevant in a health care environment. Plausible solutions to this non-predictability issue, such as technology substitution, are presented.

scholarly journals How does Unified Theory of Acceptance and Use of Technology (UTAUT) Work on Adopting Financial Technology (FinTech) by MSMEs?

2021 ◽  
Vol 6 (2) ◽  
pp. 90-99
Author(s):  
Yohan Wismantoro ◽  
MG Westri Kekalih Susilowati Susilowati
Keyword(s):  
Ease Of Use ◽  
Partial Least Square ◽  
Perceived Usefulness ◽  
Least Square ◽  
Intention To Use ◽  
Unified Theory ◽  
Significant Positive Effect ◽  
Perceived Ease Of Use ◽  
Use Of Technology ◽  
Positive Effect

Micro Small and Medium Enterprises (MSMEs) have a very significant role in the economy, can even be said to be the backbone of the economy. However, MSMEs are precisely the sector hardest hit by the Covid-19 pandemic. Digitalization creates new opportunities for MSMEs in the pandemic. FinTech, one of the implementations of digitalization should be pursued to be used by MSMEs. Using path analysis processed using Partial Least Square (PLS), this research aims to identify how Unified Theory of Acceptance and Use of Technology (UTAUT) works on Adopting FinTech by MSMEs. The Outer Model and Inner Model reflect that the model work. The outer loading value of ? 0.7, AVE value ? of 0.5, Cronbach's Alpha ? 0,70, a correlation value ? of 0.50; and Composite Reliability ? 0.6, and R-Square 0.716 reflect it. However, regarding the factors that influence intention to use, it is different from previous research that became a reference. There are only four hypotheses proven. Those are Context had a significant positive effect on Perceived Ease of Use and Perceived Usefulness, and Perceived Ease of Use and Perceived Usefulness had a significant positive effect on the intention to use fintech. Keywords: FinTech, MSMEs, Digitalization, UTAUT, Inclusive

scholarly journals READING APP REVIEWS AND TRYING APPS IN PREDICTING THE USE OF COMMUNICATION APPS: AN EXPERIMENTAL STUDY OF THE RELATIONSHIP AMONG BEHAVIOR, ATTITUDE AND INTENTION TO USE

2019 ◽  
Vol 18 (1) ◽  
pp. 1-11
Author(s):  
Niken Febrina Ernungtyas ◽  
Irwansyah Irwansyah
Keyword(s):  
Experimental Study ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Theoretical Modelling ◽  
Future Research ◽  
Intention To Use ◽  
Statistical Regression ◽  
Perceived Ease Of Use ◽  
Relationship Of ◽  
The Relationship

This study examines the relationship among reading app reviews, trying apps, attitude and intention to use the communication apps. Attitude towards apps and intention to use apps change as a result of app reviews and trials. An experiment was conducted in a rural area testing twelve communication apps with 80 participants who were not communication app users. The relationship of the variables was analyzed using statistical regression. This study found that treatments do not affect attitude or intention to use. Meanwhile, significantly, attitude can moderately predict intention to use. Intention to use communication apps was not related to app reviews and trials but related to participants’ attitudes. The findings suggest that this experiment did not use an appropriate method to confirm theoretical modelling of the TAM, TRA and TPB. Future research involving other variables (perceived usefulness, perceived ease of use etc.) is needed to reveal comprehensive modelling to predict the intention to use.  Penelitian ini mengkaji hubungan membaca review aplikasi, mencoba aplikasi, sikap, dan niat menggunakan aplikasi komunikasi. Sikap terhadap aplikasi dan niat menggunakan aplikasi berubah sebagai hasil dari review dan mencoba aplikasi. Eksperimen dilakukan di wilayah perdesaan untuk menguji dua belas aplikasi komunikasi dengan 80 partisipan yang bukan pengguna aplikasi komunikasi. Hubungan antarvariabel dianalisis menggunakan regresi statistik. Dari penelitian ini ditemukan perlakuan pada eksperimen tidak memengaruhi sikap maupun niat menggunakan aplikasi. Namun, sikap dapat memprediksi niat menggunakan aplikasi pada level moderat. Niat menggunakan aplikasi komunikasi tidak terhubung dengan review dan mencoba aplikasi tetapi terhubung dengan sikap partisipan. Hasil temuan menunjukkan eksperimen ini tidak cocok untuk mengonfrmasi model teori TAM, TRA, dan TPB. Penelitian selanjutnya yang melibatkan variabel lain (perceived usefulness, perceived ease of use, dsb) diperlukan untuk membuat model komprehensif yang dapat memprediksi niat menggunakan aplikasi.

scholarly journals E-mobile Acceptance Using Unified Theory of Acceptance and Use of Technology (UTAUT): Research on Universities in Jordan

2019 ◽  
Vol 3 (4) ◽  
pp. 28-36
Author(s):  
Saleem Issa Al-Zoubi ◽  
Maaruf Ali
Keyword(s):  
Emerging Technologies ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Primary Data ◽  
Intention To Use ◽  
Unified Theory ◽  
Perceived Ease Of Use ◽  
Cultural Paradigm ◽  
Use Of Technology ◽  
Educational Variables

An investigation into the variables that have a bearing on the acceptance of D-learning (Digital-learning) services such as E-learning and M-learning, in Jordanian universities is presented. This is followed with a discussion on modernising M-learning with emerging technologies. The study fuses the Unified Theory of Acceptance and Use of Technology (“UTAUT”) model with the cultural paradigm and educational variables. 100 valid questionnaires distributed to random Jordanian students in two cities were used to collect the primary data. The IBM SPSS® (Statistical Package for the Social Sciences) software platform was used to analyse the data. The validity of the overall model was proven statistically with an acceptable fit of the data to the measurement model. The findings show that the factor with the highest direct effect on “Intention to use M-learning” is the “Attitude toward using M-learning”. Whilst the factor with the highest indirect effect on “Intention to use M-learning” is “Compatibility”. The conclusions are that the: cultural factor has a significant and positive impact on the “perceived usefulness” and “perceived ease of use”. “Perceived usefulness” and “perceived ease of use” have the greater impact on the “customers’ attitude”, which consequently influences the students’ “intention to use M-learning services”. The findings also indicate that educational variables such as the attainment value, self-management of learning and the perceived enjoyment significantly affected M-learning adoption intention. Emerging technologies such as the Cloud, AI (Artificial Intelligence) and the Blockchain and how they may be utilised to enhance the delivery of M-learning is discussed throughout the paper.

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