Despite certain advancements, the incorporation of artificial intelligence in universities is still inadequate. The requirement for students will continue for a while, although the development of artificial intelligence-based chatbots in schools has limited the role of students. The research aimed to assess the willingness of Jordanian learners in higher education to use artificial intelligence-powered chatbots for instructional purposes. The present research suggests nine hypotheses derived from the UTAUT2 model to assess students' desire to use artificial intelligence-based chatbots in learning. The pupils' information was gathered and examined using PLS-SEM. The research results showed that nine hypotheses were confirmed. The outcomes indicate that learners are interested in adopting artificial intelligence-based chatbots into their studies. The research's findings will supply administrators at higher education with valuable insights into the effectiveness of artificial intelligence-based chatbots in learning. Moreover, the findings will help developers of artificial intelligence-based chatbots, higher learning administrators, and legislators execute artificial intelligence-based chatbots that fulfil modern educational requirements.

The evolution of technology and the widespread adoption of smart mobile devices like smartphones and tablets have significantly altered tourists' behavior using tourism services. Based on The Unified Theory of Acceptance and Use of Technology, this research aims to investigate the factors affecting Gen-Y's inclination to use tourism apps in Vietnam. The model was tested using structural equation modeling (SEM) in quantitative methodology with 337 users from Vietnam. The result showed that five factors positively impact the intention behavior of using mobile tourism applications: performance expectancy, effort expectancy, social influence, trust, and perceived security. Moreover, the findings propose practical implications and provide valuable insights for tourism app developers, marketers and operators in developing more effective tourism apps.

Heading towards a cashless society, consumers have undergone a significant shift toward mobile payment services after COVID-19. The proliferation of various mobile payment applications has resulted in low consumer loyalty to mobile payment providers. Thus, continuance intention of mobile payments becomes crucial for mobile payment providers. The integration of UTAUT2 and the dedication-constraint-based mechanism are adopted to elaborate approach in retaining customers. The dedication mechanism is built by examining antecedents of satisfaction. Meanwhile, the constraint mechanism is driven by switching costs, preceded by habit and economic incentives. A total of 297 mobile payment users participated by filling out questionnaires in a field survey. The results show that the dedication mechanism dominates in creating satisfaction by increasing perceived usefulness, while the constraint mechanism is more influenced by habit than economic incentives. This research provides insights for mobile payment providers to enhance satisfaction by understanding consumers' needs in using mobile payments and to increase switching costs by fostering habit, thereby encouraging continuance intention of mobile payments in the future.

The development of technology and smart mobile devices such as phones and tablets has changed the behavior of tourists when booking tourism services. Based on the technology acceptance model, this study aims to explore the factors influencing the intention to use mobile applications for accommodation booking among GENZ in Vietnam. The analysis of 218 users revealed that four factors influence the behavior of using mobile applications for booking: performance expectancy, effort expectancy, social influence, and hedonic motivation. In addition to identifying the factors affecting usage intention, this study also proposes implications to assist developers and providers in improving their applications and developing suitable product strategies for the future.

Social media is becoming more and more popular as a medium for marketing and promotion. Banks, for example, have spent a substantial amount of time, efforts, as well as finances marketing their products. Nevertheless, figuring out how businesses may use social media marketing to reach customers and encourage them to remain loyal is really a challenge. Therefore, the study purpose is to identify as well as test the key sections of social media marketing that can anticipate improvements in customer experience. The conceptual framework was proposed using seven variables (performance expectancy, hedonic incentive, and habit) from the expanding Unified Theory of Acceptance and Use of Technology (UTAUT2), as well as interactivity, information quality, perceived relevance and purchase intention. The research data was gathered through 437 questionnaires from banks customers. The validity of the existing model and the strong impact of performance expectancy, hedonic motivation, interactivity, information quality, and perceived relevance on customer experience were significantly supported by the primary results of structural equation modeling (SEM). This research should give marketers with a lot of theoretically and practically recommendations on how to organize and conduct social media marketing effectively.

This study analyzes the factors affecting the intention of using mobile applications (apps) for room-sharing in Vietnam. The research model is inherited and developed based on the unified theoretical model of technology acceptance and use (UTAUT2) by the specific conditions of Vietnam. The analysis results from 346 users show that the intention to use mobile apps for room-sharing services in Vietnam is influenced by expected benefits (i); expected effort (ii); social influence (iii), hedonic motivation (iv), trust (v), and perceived security (vi). Expected benefits, hedonic dynamics, and expected security have an important influence on the using intention among these factors; thus, application providers need a valuable solution to enhance the functionality of their applications on these aspects to meet the customers' increasing requirements.

Although several prior research projects have focused on the factors that impact on the adoption of information technology, there are limited empirical research works that simultaneously capture technology factors (UTAUT2) and customer specific factors (perceived technology security and intention to recommend) helping users adopt internet banking. Thus, the current study aims to develop an integrated technology adoption model with extended UTAUT model and perceived technology security to predict and explain user’s intention to adopt internet banking and intention to recommend internet banking in social networks. A quantitative approach based survey was conducted to collect the data from 398 internet banking users. For statistical analysis, structural equation model (SEM) approach was used. Convergence and divergence with earlier findings were found, confirming that performance expectancy, effort expectancy, social influence, hedonic motivation and perceived technology security had significant influence on user’s intention to adopt internet banking. Additionally, IPMA analysis show that among all constructs hedonic motivation and perceived technology security had the highest impact on user’s intention to adopt internet banking. For researcher, this study provides a basis for further refinement of technology adoption model while for practitioner improving security factor (perceived technology security) may turn users towards adoption of internet banking.