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Factors influencing the potential adoption of portable pork DNA detection device

Ezlika Ghazali (Faculty of Business and Economics, University of Malaya, Kuala Lumpur, Malaysia and University of Malaya Halal Research Centre, Kuala Lumpur, Malaysia)
Dilip Mutum (School of Business, Monash University Malaysia, Subang Jaya, Malaysia)
Muhammad Waqas (NUST Business School, National University of Sciences and Technology, Islamabad, Pakistan)
Azni Zarina Taha (Faculty of Business and Economics, University of Malaya, Kuala Lumpur, Malaysia)
Mozard Mohtar (Faculty of Business and Economics, University of Malaya, Kuala Lumpur, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 18 October 2022

Issue publication date: 18 October 2023

118

Abstract

Purpose

This study aims to present a new integrative model that maps innovation diffusion factors, technology acceptance and use factors, device attitude, adoption intention and purchase intention for a pork DNA detection device (PD3).

Design/methodology/approach

A scenario-based survey was conducted with 256 potential consumers of the portable PD3. Partial least square structural equation modelling was used to test the research hypotheses.

Findings

It was found that innovation characteristic factors determine the attitude towards the device, perceived expectancy of performance and effort required to use the device. Performance and effort expectancy further influence the positive attitude towards the device which determines the behavioural intention to adopt and purchase the device.

Originality/value

This study proposes a new model that integrates the diffusion innovation theory and the unified theory of acceptance and use of technology to understand the mechanism that facilitates the adoption and purchase intention of PD3s. This study contributes to the existing literature by offering solutions that can reduce the concerns of Muslim travellers. This study enhances the understanding of the future commercial potential of this newly developed technology. The results show that the potential demand for a portable PD3 is very optimistic among consumers observing a halal diet.

Keywords

Acknowledgements

This research was funded by Universiti Malaya Impact Oriented Interdisciplinary Research Grant (No: IIRG002C-19SAH).

Citation

Ghazali, E., Mutum, D., Waqas, M., Taha, A.Z. and Mohtar, M. (2023), "Factors influencing the potential adoption of portable pork DNA detection device", Journal of Islamic Marketing, Vol. 14 No. 10, pp. 2575-2599. https://doi.org/10.1108/JIMA-05-2022-0129

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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