Empirical Analysis on Continuous Improvement of Mobile Content Services＇ Effects on Continuance Use Intention

With the development of intelligent terminals and mobile applications,the influence of continuous improvement on mobile content services to the continuance use intention is more and more significant.Based on the expectation-confirmation theory and information system continuance use theory,this paper proposes a mobile content continuance use model and puts forward related assumptions under the mobile commerce environment by introducing the continuous improvement variables.Questionnaire data are collected from 219 mobile content service users for research,and the hypothetical model is validated by the structural equation modeling.Results show that the information system continuance use model is still valid under the mobile commerce environment,and the continuous improvement on mobile content services have positive impacts on user's expectations after they have experienced certain mobile content services.

Consumer use intention of online financial products:the Yuebao example

Drawing on a valence framework and innovation diffusion theory,this study examines Yuebao deployment to model consumers’intention to use financial products offered online.We collect data via an online survey among a young age bracket and use a VisualPLS graphic interface to test our model.The results indicate that first,compatibility and advantages in relative utility significantly enhance consumers’use intentions and that ease of use has an indirect influence.Second,the negative utility of perceived risk no longer significantly affects intention to use.This mainly lies in consumers’perceived risk focused on the security of online financial products,which has become a part of all online transactions.Third,trust indirectly affects intention to use by influencing utility.

Factors influencing academic library users' intention to use mobile systems: A comparison of current users and potential adopters

Purpose: The study intends to examine the factors influencing the behavioral intention to use academic libraries’ mobile systems from the perspective of current users and potential adopters, respectively. Design/methodology/approach: Our study investigates the mobile library system’s acceptance by using a context-specific extension of the theory of reasoned action(TRA) and the technology acceptance model(TAM), which includes such factors as mobile self-efficacy, personal innovativeness and perceived playfulness. Structural equation modeling was used to test the validity of the proposed model based on the empirical data which was collected from 210 questionnaire survey participants.Findings: The result shows that 1) for both current users and potential adopters, attitude toward use and subjective norm both have a significant and positive impact on behavioral intention to use; 2) perceived usefulness and perceived ease of use are significantly correlated to potential adopters’ attitude toward use whereas perceived usefulness and perceived playfulness are significantly related to current users’ attitude toward use; 3) as for the comparison between the two groups of users, personal innovativeness not only affects perceived usefulness of both current users and potential adopters, but also affects potential adopters’ perceived playfulness positively. Mobile self-efficacy has a significant effect on perceived ease of use for both types of users.Research limitations: Although the sample size met the basic statistics requirements for the social research, the participants were mainly college students, and other mobile system users like faculty members and researchers were not investigated. In addition, some influencing factors, such as information quality, system quality and service quality were not considered in the research model.Practical implications: This study reveals main factors which influence both current users and potential adopters’ intention to use the mobile system, providing academic libraries withinsights into management strategies to offer customized mobile services to different types of users. Originality/value: Previous studies did not distinguish current users from potential adopters, which is not conducive for academic libraries to provide customized services and attract potential users. We presented an exploratory study to address this issue.

Intention to Use Mobile Augmented Reality in the Tourism Sector

This article examines the main variables that influence the intention to use Augmented Reality(AR)applications in the tourism sector in Jordan.The study model has been constructed based on the unified theory of acceptance and the use of technology2(UTAUT2),by incorporating a new construct(aesthetics)to explore the usage intention of Mobile Augmented Reality in Tourism(MART).A questionnaire was used and distributed to a sample of 450 participants.Data were analyzed using the Smart PLS version 3.0.for testing 12 hypotheses.29 measurement items were carefully reviewed based on previous studies that were selected to assess the research hypotheses.The findings revealed that the proposed model elucidates 35.7%of the variance in the users’intention to use MART.The results also showed that both performance expectancy and aesthetics were found to be the most significant factors at level(0.001).Four variables,respectively,were at level(0.01)which consisted of social influence,facilitating conditions,hedonic motivation,and price value.The weakest effect was effort expectancy at level(0.05).As the use of AR has become important for tourists,this study establishes a research base that can be built upon for future researchers.MART developers can benefit from the results of this research to design and deliver this service successfully and to ensure that its adoption by users is achieved.

A Study of Factors Affecting the Intention to Use Mobile Payment Services in Vietnam

The goal of this paper is to spot out factors affecting the intention to use mobile payment service plan in Vietnam. This study attempts to analyze the impact of various variables extracted from mobility, convenience, compatibility, M-payment knowledge, ease to use, usefulness, risk,, trust, and safe to use on intention to use mobile payment. Quantitative questionnaire is used to measure responses of participants. The statistical analysis method employed in this study is to apply Structural Equation Modeling to test all hypotheses. The results indicate that the strong predictors of the intention to use M-payment are perceived ease of use and perceived usefulness. All respondents show that they do not care about risk when they have intention to use mobile payment services. Convenience of mobility, compatibility, and mobile payment knowledge have impacts on ease to use and usefulness. Among of them, compatibility has the most significant impact o11 ease to use and usefulness in the opinion of those surveyed. Specially, it proved that trust of safe to use has no significant impact on usefulness, but instead has direct impact on intension to use mobile payment services. The outcomes of this research have important connotations for the improvement and development of mobile payment services in Vietnam. Therefore, at the end of this paper, some suggestions based on research results are given for the future development of mobile payment service business in Vietnam.

Factors Affecting DMO’s Website Use Intention, and Visiting Intention: A SEM Model on the Impact of E-Destination Image and DMO’s Website Design

The aim of this study is to identify and analyze ways to increase usage of destination website and motivate website visitors’intention to actually visit the destination.The sample population is South Koreans who visit the VisitBritain website,the homepage of Britain’s national tourism agency.The data for this study were collected by a self-participated online survey on the blog of VisitBritain Korea,which is directly linked to the VisitBritain Korea website.Using structural equation modeling,six hypotheses were tested.The results show that the destination image on the destination marketing organization(DMO)website,quality of the destination website design including three dimensions(information quality,system quality,and service quality),and customers’satisfaction formed by high quality of the website design have a significant impact on website visitors’use intention and increase their visiting intention to the destination.Based upon the results of the analysis,managerial implications and areas for future research are proposed.

An empirical study on continuance intention of mobile reading

Purpose： This study aims to explore factors affecting continuance intention of mobile reading. Design/methodology/approach： Drawing on the unified theory of acceptance and use of technology （UTAUT）, and integrating perceived enjoyment, we put forward a theoretical research model of factors affecting continuance intention of mobile reading. Using 186 valid data collected through a questionnaire survey, we conducted data analysis with the partial least squares structural equation modeling （PLS-SEM）. Findings： The results show that performance expectancy, effort expectancy, social influence and perceived enjoyment all have positive impacts on continuance intention. Among them, perceived enjoyment has the most significant effect on continuance intention, followed by performance expectancy. In addition, effort expectancy significantly influences perceived enjoyment. Contrary to our expectation, facilitating conditions have no impact on continuance intention. Practical implications： This study could help mobile data service providers to foster users＇ continuous usage of mobile reading. Research limitations： This study focused only on the effect of perceived enjoyment as an internal motivation on continuance intention of mobile reading, and other possible factors were not considered. Also, continuance intention may be different from the actual behavior. Furthermore, data of student users was collected from one university in China, and was cross-sectional, while working samples were not considered. Originality value： This study considers the effects of both external and internal motivation on continuance intention of mobile reading. The results highlight the role of perceived enjoyment in building users＇ continuance intention of mobile reading.

Measuring Cognitive and Psychosocial Accessibility to Modern Contraception: A Comprehensive Framework

Nowadays, more than ever, the improvement of access to family planning (FP) has become an international goal. What constitutes access to FP? Current human rights-based contraceptive guidelines indicate that access begins as soon as women or couples express a desire to avoid pregnancy and their risk of unintended pregnancy is established. However, few studies have sought to define and measure cognitive and psychosocial access to contraception. To propose a comprehensive framework for the cognitive and psychosocial accessibility of contraception, we critically analyzed the literature on attitudes toward FP. The main dimensions that emerged were knowledge about FP, fear of side effects, approval of contraception, and contraceptive agency. We then identified and adjusted some questions that can capture these dimensions more comprehensively. As a result, we developed a questionnaire module comprising 15 questions, which was integrated into the 6th round of the PMA2020 survey in Burkina Faso in 2019. This research highlighted that previous studies have collected separate dimensions of contraceptive access, and the psychosocial dimension tended to be neglected. Our results demonstrate that it is possible to collect comprehensive data on cognitive and psychosocial dimensions of access to family planning.

Understanding factors affecting non-participants’interest in community-supported agriculture

Community-supported agriculture(CSA)has emerged as a viable solution for addressing the agricultural challenges faced by countries like Indonesia.This study uses the wellestablished unified theory of acceptance and use of technology(UTAUT2)model to examine the interest in CSA of potential customers in Indonesia.A standardized questionnaire was distributed to 1200 respondents,and the data were analyzed using structural equation model-partial least square(SEM-PLS)in SmartPLS 4.0 software.The results capture potential CSA consumer interest and will help to improve CSA development strategies in Indonesia.The model explains 44.4%of customers’intentions,and identifies performance expectancy as the decisive factor in customers’willingness to participate in CSA.Performance expectancy(0.292),hedonic motivation(0.262),social influence(0.259),and facilitating conditions(0.086)positively influence customers’interest in participating in a CSA program.The adoption of CSA programs by both farmers and customers could be increased by implementing regulations that provide tax incentives and subsidies,offering training on sustainable farming practices,facilitating the establishment of distribution channels,and establishing guidelines for fair price and quality standards.This study shows the high potential for the implementation of CSA in Indonesia.It could also be used as a foundation for the development of new policies regarding sustainable agriculture markets in Indonesia.

Perspectives and Experiences of Education Stakeholders: A Quantitative Study on the Adoption of Artificial Intelligence in Executive Training Using Structural Equation Modeling

The recent increase in the use of artificial intelligence has led to fundamental changes in the development of training and teaching methods for executive education. However, the success of artificial intelligence in regional centers for teaching and training professions will depend on the acceptance of this technology by young executive trainees. This article discusses the potential benefits of adopting AI in executive training institutions in Morocco, specifically focusing on CRMEF Casablanca Settat. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al., 2003), this study proposes a model to identify the factors influencing the acceptance of artificial intelligence in regional centers for teaching professions and training in Morocco. To achieve this, a structural equation modeling approach was used to quantitatively describe the impact of each factor on AI adoption, utilizing data collected from 173 young executive trainees. The results indicate that perceived ease of use, perceived usefulness, trainer influence, and personal innovativeness influence the intention to use artificial intelligence. Our research provides managers of CRMEFs with a set of practical recommendations to enhance the implementation conditions of an artificial intelligence system. It aims to understand which factors should be considered in designing an artificial intelligence system within regional centers for teaching professions and training (CRMEFs).

＂Why Do They Drink？＂ Alcohol Uses and Opinions Towards Alcohol Marketing Communication Messages of Thai Teens

Problem about adolescent drinking has accelerated. Although the alcohol advertisements are restricted by Thai law, nevertheless the alcohol manufactures could still find their way to convey the message about their products to their consumers, including the adolescents in the school system through several marketing communication tactics. To this study, investigated opinion of Thai teens on alcohol use specific to.. （1） types of alcoholic beverages preferred; （2） reason at first alcohol use; （3） future drinking intention; and （4） perceptions toward alcohol marketing communication. The cross-sectional survey was conducted on 5184 students from grades 4th-12th and vocational school in seven regions of Thailand. The data from questionnaires were analyzed using simple descriptive statistic, frequency distribution, and percentages. Those teens reported to start drinking beer because of wanting to experiment with alcohol （41.3%）, to celebrate in special occasion （29.2%）, and due to friends involved （15.7%）. Majority of teens in this study （〉 80%） disagree or strongly disagree with persuasive message of alcohol advertised through several media channels. Most of the samples have good media literacy, know the intention of the marketing communication of the alcohol manufacturers, and could not be persuaded easily. The results required further evaluation for influence of alcohol marketing communication on students＇ alcohol expectancy and alcohol use for proper policy recommendation and management.

The Acceptance and Use of Computer Based Assessment in Higher Education

Computer Based Assessment (CBA) is being a very popular method to evaluate students’ performance at the university level. This research aims to examine the constructs that affect students’ intention to use the CBA. The proposed model is based on previous technology models such as Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Unified Theory of Acceptance and Usage of Technology (TAUT). The proposed CBA model is based on nine variables: Goal Expectancy, Social Influence, Facilitating Conditions, Computer Self Efficacy, Content, Perceived Usefulness, Perceived Ease of Use, Perceived Playfulness, and Behavioral Intention. Data were collected using a survey questionnaire from 546 participants who had used the computer based exam system at the University of Jordan. Results indicate that Perceived Playfulness has a direct effect on CBA use. Perceived Ease of Use, Perceived Usefulness, Computer Self Efficacy, Social Influence, Facilitating Conditions, Content and Goal Expectancy have only indirect effects. The study concludes that a system is more likely to be used by students if it is playful and CBA is more likely to be playful when it is easy to use and useful. Finally, the studied acceptance model for computer based assessment explains approximately only 10% of the variance of behavioral intention to use CBA.

Cognitive and Psychosocial Accessibility to Modern Contraception: Subscales Validation

While studies have examined physical access to services, cognitive and psychosocial barriers to contraceptive use have received less attention, despite their impact on access. Research shows that fours main dimensions exist under the broad concept of cognitive and psychosocial access. This study aims to validate the construction of these dimensions and measure the relation between them and their links with modern contraceptive use. We utilized a questionnaire module to collect 15 questions measuring these dimensions through the 6th round of the Performance monitoring and accountability 2020 (PMA2020) survey in Burkina in 2019. We employed the scale validation technique to choose appropriate measures (observable indicators or items) for constructing each latent dimension (unobservable) in our study. The items consisted of questions that utilized a 5-point Likert scale or dichotomous responses to capture various psychosocial aspects. To assess the validity, reliability, convergence, and divergence of the latent dimensions and items, we utilized the validscale command in Stata. The validation process confirmed the reliability of all the dimensions. Contraceptive approval is more aligned with birth spacing rather than birth limiting, reflecting prevailing social perceptions. Women’s contraceptive agency was found to be more associated with their ability to discuss and negotiate with their partners rather than independent decision-making. Correlations between dimensions were generally weak, but the levels of knowledge, agency, and approval of contraception are positively correlated with contraceptive use and intention to use. Giving women more decision-making power and providing information to address side-effect concerns can enhance contraceptive approval.