The current paper discusses the factors, which affect consumer acceptance of online shopping platforms in Saudi Arabia. It examined this by the Unified Theory of Acceptability and Use of Technology (UTAUT2) model and the other factors of trust and user experience. The present paper has assessed how trust and experience have an effect on the behavioral intention of online shopping websites within the context of Saudi Arabia. It is based on the UTAUT2 model. The study was quantitative in nature and a survey technique was used to gather information about Saudi customers. The research was conducted based on a model known as structural equation modeling (SEM) that was employed to test the correlation between the elements proposed and the acceptance of online shopping platform. Findings of the research indicate that expectancy of performance, social influence and trust are highly potent factors that determine the desire to utilize online shopping platforms. All this makes the level of customer acceptability very high with regard to overall satisfaction and intentions to buy online. There was no significant effect of effort expectancy and enabling environments as well as hedonic incentives on behavioral intention, however. These results reveal that trust and pleasant user experience are major factors that define the uptake of Internet commerce in Saudi Arabia among consumers. We discover that the long-held opinion that other factors such as performance expectancy and social influence continue to play a role in acceptance of online purchasing technology is true. However, the aspects of trust remain decisive, depending on the traits of cognition and user experience. The study had practitioner implications among researchers of consumer behavior on digital marketplace. This implication is clear to people who belong to the e-commerce industry or to people who are developing a feature to win the favor of users. In such situations, the measures of trust-building need to be implemented, and the user experience needs to be optimized.

This study explores the factors affecting CliQ payment service adoption in Jordan as it represents a major shift in the Jordanian market to Fintech and mobile marketing. This study presented a distinctive model by integrating the “unified theory of acceptance” and the “technology acceptance model” TAM with the “use of technology UTAUT” to measure the behavioral intention of consumers and the satisfaction of the users towards utilizing the CliQ service. The study measured the linkage between four predictors (perceived usefulness, social influence, perceived ease of use, and financial risk) as well as both utilizers’ intention to CliQ service usage and utilizers’ satisfaction with using the service, along with observing the association between these predictors to determine their contribution to the users’ satisfaction mediated by the users’ intention to utilize the service mentioned above. A survey instrument was distributed to 604 respondents, and it was developed and validated by academics, as a pilot test. As well as a pre-test. Hypotheses were tested with multiple linear regression analysis using SmartPLS software to interpret path coefficients, and reliability and validity within the outer model were tested through correlation analysis. Additionally, internal consistency was explored by applying Cronbach’s alpha. The outcomes proved that the predictors significantly affect both utilizers’ behavioral attitudes and satisfaction with using the CliQ service, except for financial risk. The data analysis also indicated a significant indirect influence of all the independent variables on utilizers’ satisfaction through behavioral intention to utilize the CliQ service, except for financial risk, which had an insignificant indirect influence on utilizers’ satisfaction through behavioral intention for service usage. The findings of the current article close the gap found in the literature concerning measuring usability to enhance user satisfaction and adoption of Fintech services. Therefore, bank managers and policy planners can find insights for developing and improving mobile banking apps.

The primary objective of this article is to present the findings of an experimental study on the use of a human-like “naturalistic” avatar (of both genders) for information presentations. The primary goal is to investigate how users' frame of mind, purchasing behavior, and satisfaction are affected by being presented with information by a naturalistic avatar that lacks expressive capabilities. Two different types of information presentations were developed and empirically tested on 48 participants, namely: (i) two dimensional static graphical and textual information presentation and (ii) non-expressive naturalistic avatar. For this comparative research study, a simplified version of the user experience model that was used in our earlier research (the EUX-DM) was selected to serve as the measurement model. Participants' perceived values of the measured qualities were found to be independent of both their own and the naturalistic avatar's gender, and the non-expressive avatar had a positive effect and a stronger encouragement on participants' intention to purchase, usage attitude, and satisfaction than other types of information presentations.