This study investigates the role of Xiaohongshu in shaping Chinese international students’ purchase intentions (PI) toward Malaysian traditional food. Drawing on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the research examines the direct effects of information quality, electronic word of mouth (eWOM), perceived usefulness (PU), and perceived enjoyment (PE) on PI, as well as the mediating roles of attitude and trust and the moderating role of food neophobia. A quantitative research design was employed, and data were collected through a structured questionnaire distributed among Chinese international students studying in Malaysia. A total of 380 valid responses were obtained, with established scales adapted from prior research to measure the constructs. The data were analyzed using SPSS, including reliability testing, correlation analysis, regression analysis, and mediation and moderation tests. The results revealed that all four independent variables significantly influenced PI, with both attitude and trust mediating these relationships. Furthermore, food neophobia was found to moderate the effects of attitude and trust on PI, weakening these positive associations among students with higher levels of neophobia. These findings confirm the importance of cognitive and affective factors in food-related consumer behavior within a cross-cultural context. This study extends TAM and TPB by applying them to the context of social media–driven cross-cultural food consumption. It provides theoretical insights into the role of trust, attitude, and individual differences in shaping consumer behavior, while also offering practical recommendations for marketers and cultural promoters seeking to enhance the acceptance of Malaysian traditional food among international students.

The industrialisation and urbanisation have made goods affordable and quickly to obtain. These create hyper-consumption where we use to buy more than what we need, and so fast discard the things that we buy. Access-based consumption is a trend that gains more popularity in today’s society, in which consumer can have access to new and various items without having to own them. One of the access-based consumption is renting, and this concept has been applied in many sectors such as fashion, property and recently it has been applied in items for children since more Millennials are living in limited space and they need to choose which product to own. The study aims to investigate the relationship between perceived risk, frugal shopping, perceived enjoyment and attitude toward renting items for children. The online questionnaire was administered to 100 participants. The results show that psychological risk affects attitude negatively, perceived enjoyment influences on attitude positively, and frugal shopping has some impact on perceived enjoyment and attitude positively. Marketing strategies are suggested for renting business owners by embracing the enjoyment feeling from renting. It is important to promote the benefit of getting new items regularly without having to buy them more often and the benefit of playing and using items beyond their usual shopping budget.

The aim of the present study is to examine the influence of website quality on consumer’s e-loyalty, noting the mediating role of e-trust, e-satisfaction, and perceived enjoyment. Besides, this study examines the consequence of consumer’s e-loyalty. Survey data collected from 594 respondents aged at least 16 years and performed some online shopping through websites in Vietnam. Based on the theoretical framework, PLS-SEM using SmartPLS 3.0 software was deployed to discover links between the constructs. The results showed a positive effect of website quality on e-loyalty, which was mediated partially through consumer e-trust and e-satisfaction. Moreover, e-loyalty had a positive association with electronic word of mouth (eWOM) as well. The main findings of this research provide some empirical implications for Internet marketers and online retailers in Vietnam. E-vendors should understand the customers’ expectations and e-loyalty regarding online shopping to attract new customers as well as to retain their existing customers.

Social media has become a forum for discussion formed with the rapid development of internet technology. Using the internet makes getting various information according to your needs more leisurely. This research aims to determine the influence of social media marketing on customer loyalty in the use of streaming application technology as a form of technology acceptance model. Data collection was carried out in 2020 -2023 with 1294 respondents spread across several provinces in Indonesia. The data obtained were analyzed using SEM-PLS. The data processing results to answer the research hypothesis showed that social media marketing as a product promotion tool positively impacted increasing perceived usefulness, enjoyment, and brand trust. The perceived usefulness obtained influences increasing brand trust but does not impact increasing perceived enjoyment. Streaming application technology with the growing feeling of being entertained and accessing online movies to get happiness as a form of perceived enjoyment affects brand trust by getting the benefit that the product used meets expectations and never disappoints. Perceived enjoyment and brand trust increase customer loyalty by increasing the number of active users who recommend online films to other people and staying positive about streaming technology on social media. The practical contribution of the research is optimizing social media as a company marketing tool for the film business to promote newly released films in the community of social media users. Theoretical contribution by enriching consumer behavior theory and technology acceptance models in the application of streaming technology in online film access.

In this study, the impact of COVID-19 lockdown on Jordanian high school students’ reading habits and attitudes was examined. COVID-19 has indeed affected education systems all over the world; education institutions all over the world were compelled to implement innovative technological approaches so that education could still be delivered to students, fulfilling the academic expectations, while the Sustainable Learning and Education (SLE) ideals are consistently embraced. One of these approaches has been the use of mobile learning applications (MLA). These applications (MLAs) employ some prominent features of mobile apps, to allow students to collaborate and participate in purposeful online learning. Still, the success of any technology is dictated by the acceptance of the user, in this context, the acceptance of students. In other words, student acceptance of MLA will determine the success of MLA. Accordingly, the effect of COVID-19 lockdown on the information behavior of high school students was examined in this study, with MLA being used by these students. Data were gathered from 394 high school students in Jordan. These students were chosen randomly, and they were all mobile phone users. The data covered the 2022–2023 fall term and were analyzed using Structural Equation Modeling (SEM). Based on the analyses results: Self-Efficacy and Perceived Compatibility had significant impact on Perceived Performance Expectancy and Perceived Effort Expectancy; Perceived Convenience and Perceived Effort Expectancy had significant impact on Perceived Performance Expectancy; Perceived Enjoyment had significant impact on the Behavioral Intention to use MLA; COVID-19 had significant impact on the Behavioral Intention to use MLA; Perceived Compatibility showed no significant impact on Perceived Enjoyment; and Perceived Effort Expectancy, Perceived Performance Expectancy and Perceived Compatibility showed no significant impact on the Behavioral Intention to use MLA. The outcomes of this study demonstrate a practical indication in support of digital information behavior among high school students in this era.

This study integrates the Technology Acceptance Model (TAM) with the Theory of Planned Behavior (TPB) to analyze consumers' decisions to use a Shariah-based e-wallet in Indonesia. With convenience sampling, a hundred samples were calculated by using SEM-PLS analysis. It found that only perceived trust and intention influenced consumers' decisions to use a Shariah-based e-wallet, while perceived ease of use, usefulness, enjoyment, attitude, subjective norm, and perceived behavioral control did not. Perceived ease of use and usefulness influenced consumers' intentions but not the decision to use Sharia-based e-wallets. Thus, intention does not necessarily describe actual behavior. Consumers feel that the Sharia-based e-wallet is not as easy and useful as other e-wallets they mostly use, like Go-pay, Shopee-pay, and OVO. Other implications and some recommendations are discussed further in this study.

This study aims to estimate the factors determining the perceived behavioral Intention to use the QR code on a smartphone in the commuter line tap-in tap-out ticketing process as an alternative payment. The rapid growth of information technology in the last two decades had become a factor that encouraged individuals and groups to utilize information technology from devices or technological tools as effectively and efficiently as possible to facilitate the activities and business processes being carried out. This research used the probability sampling technique with a random sampling of 100 commuter line passengers. In addition, this research used the data analysis technique of the Structural Equation Model-SmartPLS3.0. The results indicated that perceived compatibility and enjoyment significantly affected the perceived ease of use and usefulness in the consumer's behavioral Intention to use QR Code technology on smartphones as a substitution for purchasing commuter train tickets. However, the three other variables, perceived convenience, self-efficacy, and enjoyment, do not significantly influence the usefulness of using QR Code Technology on smartphones as an alternative for purchasing commuter tickets, and neither do the technological knowledge and perceived compatibility.

This research aimed at identifying the impact of (Perceived ease of use, Perceived usefulness, Perceived enjoyment and perceived trust), and examine the moderating role of subjective norms, on healthcare providers acceptance for digital marketing provided by the medical field companies. To achieve the goals of this research, the researcher relied on a descriptive and analytical approach. The research dealt with 400 healthcare providers, where the population consisted of all healthcare providers working in Amman, a convenience sample was chosen from the healthcare providers. Moreover, the questionnaire was the main tool for collecting data. Analyzing data was conducted using a set of statistical methods including exploratory factor analysis EFA, confirmatory factor analysis CFA, multiple regression, interactive hierarchical regression and process procedures method using (SPSS-V20) and (AMOS-V23). The key finding was there an impact of Perceived ease of use, Perceived usefulness, Perceived enjoyment and perceived trust on healthcare providers acceptance for digital marketing provided by the medical field companies. Recommendations and future research also were discussed.

This paper empirically identifies the predictors influencing the use of promo code in Jordan. This research extended TAM and TBP models with perceived enjoyment and brand image in the context of digital shopping features. The study utilized 379 surveys distributed in Jordan and analyzed the data using SEM. Findings of this study confirmed the proposed model, where brand image, perceived enjoyment, perceived behavior control and social influence significantly predict customers behavioral intention to use promo code with an R2 = 59%. The model of this study also supported the role of perceived ease of use and social influence in predicting brand image. Discussion and conclusion are depicted at the end of this paper.

There are various reasons why vaccine fear has resulted in public rejection. Students have raised concerns about vaccine effectiveness, leading to hesitation when it comes to vaccination. Vaccination apprehension impacts students' perceptions, which has an impact on the acceptability of an e-learning platform. As a result, the goal of this study is to look at the post-acceptance of an e-learning platform using a conceptual model with several factors. Every variable makes a unique contribution to the e-learning platform's post-acceptance. In the current study, TAM variables were combined with additional external factors such as fear of vaccination, perceived routine use, perceived enjoyment, perceived critical mass, and self- efficacy, all of which are directly associated with post-acceptance of an e-learning platform. Here, a hybrid conceptual model was used to evaluate the newly widespread use of e-learning platforms in this area in this study in the UAE. In the past, empirical investigations primarily used Structural Equation Modeling (SEM) analysis; however, this study used a developing hybrid analysis approach that combines SEM with deep learning–based Artificial Neural Networks (ANN). This study also employed the Importance–Performance Map Analysis (IPMA) to determine the significance and performance of each element. Through the findings, it was found that fear of vaccination, perceived ease of use, perceived usefulness, perceived routine use, perceived enjoyment, perceived critical mass, and self-efficiency all had a significant impact on students' behavioral intention to use the e-learning platform for educational purposes. It was also shown in the analysis of ANN as well as IPMA that the perceived ease of use of the e-learning platform is the most important indicator of post-acceptance. The proposed model, in theory, provides appropriate explanations for the elements that influence post-acceptance of the e-learning platform in terms of internet service factors at the individual level. In the practical sense, these findings will help decision-makers and practitioners in higher education institutions identify the factors that should be given extra care and plan their policies accordingly. The ability of the deep ANN architecture to identify the non-linear relationships between the factors involved in the theoretical model has been determined in this research. The implication offers extensive information about taking effective steps to decrease the fear of vaccination among people and increase vaccination confidence among teachers and educators and students, consequently impacting society.