This study investigates key livestreaming factors that affect consumers' willingness to pay, focusing on perceived usefulness and its components including personalization, streamer influence, interactivity, and number of views. The study also explores the moderating roles of trustworthy practices and promotional programs. A quantitative survey was conducted with 527 Vietnamese respondents who had prior experience with livestream shopping. Structural Equation Modeling (SEM) was employed to examine the relationships among the variables and to test the moderating effects of trustworthiness and promotional incentives. The results show that personalization, streamer influence, interactivity, and perceived usefulness significantly increase consumers’ willingness to pay. Furthermore, trustworthy practices and promotional programs positively moderate the relationship between perceived usefulness and willingness to pay. However, the number of livestream viewers was found to have no significant effect on perceived usefulness, suggesting that consumers are more influenced by content quality and engagement rather than social proof. These findings offer practical implications for e-commerce platforms, brands, and streamers. Stakeholders should prioritize building trust, enhancing real-time interaction, and delivering personalized content to drive purchase behavior.

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.

Smart tourism technologies (STTs), as pivotal tools in the digital transformation of destinations, enhance tourist experiences by providing real-time information, personalized services, and automation. While their functional attributes are often examined, the psychological mechanisms and cultural contexts that shape their influence on tourist satisfaction remain underexplored. This study addresses this gap by investigating how STTs affect tourist satisfaction, with a focus on the mediating role of perceived usefulness and the moderating influence of cultural familiarity. Drawing on survey data from 273 tourists in the Hail region of Saudi Arabia, the findings reveal that STTs improve satisfaction both directly and indirectly through perceived usefulness. Furthermore, cultural familiarity positively moderates this relationship, strengthening the link between perceived usefulness and satisfaction. These results underscore that technology's effectiveness is not merely functional but is shaped by the tourist's cultural lens. This study contributes to a more human-centered understanding of technology adoption in tourism and offers insights for developing culturally resonant smart tourism strategies.

The aim of this research is to investigate the repurchase intention of online customers at e-commerce merchants. The study investigates three factors; perceived risk, perceived usefulness, and online trust through collecting samples from 128 college students in the Online Learning program in Jakarta. The analysis technique used is SEM-PLS, with the guidance of the SmartPLS 3.0 program. The results of the study confirm that perceived risk had a negative effect on online trust and repurchase intention. Perceived usefulness has a positive impact on online trust and repurchase intention. Lastly, online trust influences repurchase intention in e-commerce merchants.

Along with the rapid development of information technology, cloud computing has brought many benefits to users in handling work via the internet, especially in the field of accounting. However, Vietnamese enterprises are still at early stage of cloud computing accounting implementation. The purpose of this study was to apply the Technology Acceptance Model (TAM) in the applications of cloud computing technology in accounting in Vietnamese enterprises. Data was collected through a Structured questionnaire from 112 accountants and managers in Vietnamese enterprises through purposive method. After collecting, the data is synthesized by excel file, processed by SPSS 20 software with descriptive statistics and multiple regression analysis. The research model was established with 4 factors effecting the intention to use cloud-based accounting software: (1) Perceived usefulness, (2) Perceived ease of use, (3) Perceived convenience, (4) Perceived safety and privacy. The result indicates that perceived usefulness and perceived ease of use had positive impacts on the enterprises’ intentions to use cloud-based accounting software. Additionally, the study found a positive relationship between perceived convenience and perceived ease of use on perceived usefulness; perceived convenience also had a positive impact on perceived ease of use. However, perceived safety and privacy did not significantly affect the intention of cloud-based accounting software use.

This study investigates the aspects of e-payment security concerning e-commerce consumers’ purchase intentions. This study further involves college students in Semarang – Indonesia as representatives of the millennial generation. Structural equation modeling (SEM) using Wrap-PLS is employed to analyze the data. The findings show a fit model to explain e-commerce customers’ purchase intentions. The results of this study reveal a better mediating effect of perceived usefulness on e-payment security and customers’ purchase intentions. Perceived ease of use also has a significant indirect effect, through e-payment security, on e-commerce customers’ purchase intentions. In addition, understanding the ease and usability of the security aspects of the payment affects e-commerce consumers' purchase intentions. The results also give a heightened awareness of security in electronic transactions.

Technology and innovativeness have played an important role in service industries because of the competitive state, especially in developing countries. While using innovative technologies such as self-checkouts in stores is seen as advantageous in many aspects for retailers, if customers cannot adopt it, the usage of in stores becomes disadvantageous. However, the literature offers limited knowledge about the customers' adoption of self-checkouts in spite of its value for the survival of firms. Therefore, understanding what factors affect individuals' intention to use self-checkout systems has been a need for both practitioners and researchers. This study aims to spot out the determinants of intention to use self-checkout systems in a supermarket chain. In this regard, this study employs the technology acceptance model (TAM) to which the constructs technology anxiety, technology self-efficacy, compatibility, and knowledge are incorporated into the original model. The results of the analysis of the data (N=281) reveals that: (i) technology self-efficacy and knowledge are positively related to two beliefs, perceived ease of use and perceived usefulness, (ii) compatibility is positively associated with perceived usefulness, (iii) perceived usefulness is positively related to attitude, and (iv) attitude is positively associated with intention to use.

This study aimed to measure the impact of attitude, social influence, and perceived usefulness on e-money adoption intention. Data were collected using an online instrument involving 264 participants in Indonesia, and 287 participants in Turkey. Data were analyzed using exploratory and confirmatory factor analysis, and structural equation modeling and there were five hypotheses to be tested. The results of the study indicated a significant impact of attitude on adoption indention. Also, a significant influence of perceived usefulness on attitude and adoption intention was also detected. Moreover, a significant effect of social influence on perceived usefulness and adoption intention was observed. However, there were different results when the calculation focused on participants in each country. This study discussed recommendations for practitioners and future studies.

This study examined students' motivations for using mobile learning applications in educational settings. Primary data were obtained through a survey involving 300 Jordanian university students with mobile learning use experience in their studies. The results showed a significant effect of self-efficacy on perceived usefulness, and a significant effect of perceived convenience on perceived usefulness. Results also showed a significant effect of social and emotional learning on behavioral intention to use mobile learning.

By integrating the technology acceptance model, the theory of planned behavior, and regulatory focus theory, this study assesses the mediating role of technology perception attributes (i.e., perceived ease of use and perceived usefulness) in the relationship between customer experience and the adoption of e-payment cards during the COVID-19 pandemic in Sudan. A questionnaire survey was conducted with 368 e-payment users in Khartoum and Southern Darfur, the two most highly populated states in Sudan. This study employed convenience sampling and quantitative methodology to clarify the relationship based on structural equation modeling. The empirical findings showed that the customer experience dimensions of cognition and emotion had a significant influence in e-payment adoption and technology perception. Further, they indicated that technology perception had a significant mediating role in the relationship between customer experience and e-payment adoption.