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The study aims to empirically test the effects of antecedents on behavioral intentions towards Uber-ridesharing services. The antecedents are perceived value (hedonic, utilitarian, epistemic, and symbolic value), e-Attitude, and technology attachment (smartphone use, Internet use, and e-Involvement). Moreover, the study explores the mediating effect of three-dimensional perceived value (hedonic, utilitarian, and epistemic value) and e-Attitude; and the moderating effect of symbolic value on behavioral intentions towards Uber-ridesharing services.

A mixed survey (75% Google Form, 25% face to face) was conducted in Bangladesh to collect data from customers who had previously participated in Uber-ridesharing services, one of the largest ridesharing platforms in Bangladesh. Subsequently, data were analyzed based on the structural equation modeling technique using SmartPLS 3.3.3.

The study findings revealed that hedonic value, utilitarian value, epistemic value, symbolic value, e-Attitude, smartphone use, internet use, e-Involvement had a direct significant positive impact on behavioral intentions. Also, e-Attitude significantly impacted hedonic, utilitarian, and epistemic value. In addition, Smartphone use, internet use, and e-Involvement significantly influenced e-Attitude. Moreover, the study findings revealed that hedonic, utilitarian, and epistemic value partially mediates between e-Attitude and behavioral intentions; and e-Attitude partially mediates between Smartphone use, Internet use, and e-Involvement and hedonic, utilitarian, and epistemic value and behavioral intentions. Furthermore, the results indicate that epistemic value significantly moderates the relationship between hedonic, utilitarian, and epistemic value and behavioral intentions.

This study uncovers some insightful findings for ridesharing services providers and managers helping to build customers' positive behavioral intentions towards Uber-ridesharing services. In particular, practitioners can improve cost-efficiency, hedonic and symbolic aspects, availability of rides of Uber-ridesharing services. Moreover, the ridesharing services managers should adopt technology-based service opportunities.

The study enriches sharing economy literature, especially ridesharing services, exploring the direct effect of epistemic value, e-Attitude, smartphone use, Internet use, and e-Involvement on behavioral intentions. Moreover, this study presents smartphone use, Internet use, and e-Involvement as new antecedents of e-Attitude and behavioral intentions. Furthermore, the study explores the mediating effect of hedonic, utilitarian, and epistemic value and e-Attitude; and the moderating effect of symbolic value in Uber-ridesharing service perspective.

This study aims to examine the effects of the advertising appeals (AP) on consumers’ behavioural intention, specifically to use global brands. In addition, the study investigates how attitude operates as a process variable that mediates the relationship between AP and behavioural intention (BI). This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Centred on the theory of planned behaviour, this study proposes a model that encompasses norm congruence, in which the degree of individuals’ uncertainty avoidance (UA) moderates the relationship between advertising appeal (AP) and behavioural intention (BI), and attitude towards advertising appeal (AT) serve as key causal mechanism that mediates advertising appeal–behaviour relationship.

The proposed model was tested using a 2 × 2 experimental design with a sample size of 372.

Results showed that the relationship between AP and BI based on global brands is significantly mediated by attitude towards AP and moderated by uncertainty avoidance. These findings have yielded partial validation of the proposed model and have provided empirical support for the roles of uncertainty avoidance and attitude towards AP.

The authors propose that marketers should reduce the level of consumers’ uncertainty. Uncertainty avoidance effects can be achieved through the dissemination of norm-congruent advertisement appeals and by placing more weight on social compatibility attributes which may gratify consumers’ interest, sebsequently enhance the intention of Muslim consumers to use global brands.

A moderator is a variable that affects the strength of the relation between the predictor and criterion variable. This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Previous studies did not capture any effects of culturally congruent advertising appeals by considering the level of uncertainty avoidance influence on individuals’ intention to use global brands in a Muslim country context. In response to the recent calls for research to re-examine the antecedents of the theory of planned behaviour, this study re-evaluates the roles of attitude towards AP and the interaction of cultural norms.

This study examines the main factors influencing banking customers' behavior toward smart banking services (SBS) adoption in Pakistan. This study extends the unified theory of acceptance and use of technology (UTAUT2) by integrating information privacy concern and big brother effect into an overarching conceptualization.

This study adopts theoretical constructs from the related literature and develops hypotheses. An analysis of 385 banking customers was performed using partial least squares structural equation modeling (PLS-SEM).

The results show that most predictors of behavioral intention, including facilitating conditions, effort expectancy, habit, performance expectancy, hedonic motivation (except for social influence and price value), big brother effect and perceived information privacy concern are significant. Indeed, all predictors of use behavior are also significant. Gender and age differences between individuals further moderate the relationship between UTAUT2 constructs. Moreover, information privacy concern mediates the relationship between big brother effect and behavioral intention.

This cross-sectional study focused only on Pakistan as a developing country, which limits the generalizability of the results.

The roles of social influence and price value must be strengthened by employing marketing strategies and personalized communication. Banks should offer incentives and rewards to customers who recommend SBS to friends and family members. In addition, banks must consider the price factor when offering these services to increase their market share.

This study contributes to the field of technology adoption by providing a unique perspective of SBS adoption in Pakistan. This empirical study is the first to extend the UTAUT2 model by integrating information privacy concern and big brother effect to assess SBS acceptance and use behavior. This study examines SBS adoption issues at the national level, especially in Pakistan.

Research on the Internet of Things (IoT) has gained momentum in various industry contexts. However, the literature lacks broad empirical evidence on the factors that influence users' intention to adopt this cutting-edge technology, especially in the food and beverage industry (F&BI) – a significant yet unexplored setting. Therefore, the authors aim to extend the “Unified Theory of Acceptance and Use of Technology (UTAUT)” model by coupling it with perceived collaborative advantage, organizational inertia and perceived cost and explore the key determinants of IoT adoption for the digital transformation of the F&BI.

This study employs a cross-sectional quantitative approach, where a sample of 307 usable responses was drawn from the senior managers of the Australian F&BI.

The authors have found that performance expectancy, perceived collaborative advantage, effort expectancy, social influence and facilitating conditions have a strong positive influence on the behavioural intention to adopt IoT for the digital transformation of the F&BI. Furthermore, while high perceived costs and organizational inertia are often considered negative factors in adopting new technology, our results reveal the insignificant influence of these factors on the adoption of IoT, which is interesting. The findings also suggest that age and voluntariness significantly moderate most of the relationships, while gender is an insignificant moderator.

The study provides several novel insights into the existing body of knowledge by extending the UTAUT model with three variables and applying it in a unique context.

The purpose of this paper is to understand how team identification and country influence professional baseball team spectators’ evaluations of service quality factors, perceived value and future behavioral intentions.

Data were collected online from sports consumers of the Chinese Professional Baseball League (CPBL) in Taiwan (n = 600) and Major League Baseball in the USA (n = 460). A regression-based estimation method (PROCESS) and structural equation modeling approach were used to assess the relationships.

Both direct and indirect (via perceived value) effects of most service quality factors (schedule convenience, economic consideration, game amenities, ticket service and venue quality) on behavioral intentions are stronger for lowly than for highly identified CPBL fans. The indirect effect of home team on behavioral intentions is stronger for the lowly identified CPBL fans. The direct effect of game amenities and the indirect effect of venue quality (via perceived value) on behavioral intentions are stronger for the highly identified MLB fans. The indirect effect of opposing team and economic consideration is stronger for the lowly identified MLB fans. The positive relationship between venue quality and perceived value is stronger for the USA than for Taiwan fans. The relationships between game amenities and perceived value and between perceived value and behavioral intention are perceived to be invariant between fans from the two countries. Taiwan fans’ behavioral intentions tend to be directly and indirectly affected by service quality factors, whereas US fans’ behavioral intentions tend to be indirectly affected by service quality factors.

The study provides empirical evidence of the moderating role of team identification associated with the relationships between separate service quality factors, perceived value and behavioral intentions among consumers of a professional spectator sports in two different countries.

The research purpose is to explore the diffusion of mobile QR-code payment (MQP) in a coronavirus disease (COVID-19) context by formulating a behavioral response model based on an integration between protection motivation theory (PMT) and unified theory of acceptance and use of technology (UTAUT). This study also investigates the importance of physical distancing norm for behavioral intention toward MQP.

A web-based survey was designed and data were accumulated from 411 validated respondents who have used MQP or tend to utilize it in Vietnam. Statistical analysis was conducted using SPSS and AMOS to verify the hypotheses.

Results illustrated that behavioral intention is motivated by key antecedents of PMT (including perceived severity, perceived susceptibility and self-efficacy) and important factors of UTAUT (including performance expectancy, effort expectancy and social influence), and physical distancing norm. Moreover, perceived severity promotes performance expectancy, whereas self-efficacy boosts effort expectancy in MQP. Lastly, behavioral intention and recommendation were indicators of the diffusion of MQP under COVID-19.

MQP is just in its infant stage in Vietnam; thus, the findings provide managerial implications, which will aid service providers and firms to adopt marketing strategies that enhance consumers' acceptability and recommendation of MQP to the public.

Little is empirically considered the effects of perceived threat-related factors in PMT and physical distancing norm on behavioral intention toward MQP in a salient pandemic setting. Furthermore, the antecedents in UTAUT contribute greatly to behavioral intention. This study enlightens the diffusion of MQP based on behavioral intention and recommendation.

The purpose of this paper is to investigate the factors influencing the behavioral intention to adopt payments banks services by Indian underbanked and unbanked population.

The proposed model has assimilated factors from the Unified Theory of Acceptance and Use of Technology (UTAUT) along with perceived credibility. The factors of UTAUT include performance expectancy, effort expectancy, facilitation of conditions and social influence. Apart from testing the direct relationships of the model constructs with the behavioral intention to adopt payments banks services, the study has also explored mediating and moderating effects of certain constructs. The research model has been empirically tested using 660 responses from a field survey conducted in New Delhi – the capital city of India – by using the structured equation modeling (SEM) technique. The target respondents of the study are small businessmen and migrant laborers who are either underbanked or unbanked.

The findings of the study reveal that the model is able to explain 67.5 per cent of the variance in behavioral intention. The results indicate that all the factors are direct determinants of behavioral intention. Perceived credibility is found to be the strongest influencer of behavioral intention. The findings also indicate that perceived credibility partially mediates the relationships between “social influence and behavioral intention” and “performance expectancy and behavioral intention.” The relationship between performance expectancy and behavioral intention is also found to be moderated by facilitating conditions and effort expectancy.

As this study is based on a convenience sample of respondents of only one city of India, this could negatively reflect on the generalizability of results across other cities. Moreover, the study has only focused on the perceptions of small businessmen and migrant laborers. This raises concerns regarding the applicability of the results for other segments of the current population that have different demographic characteristics (e.g. occupation, income, education level and technology experience). Modifying the conceptual model presented in this research to include “experience” and “age” as moderators can also be worth considering in future. Although this study has extended the UTAUT to include perceived credibility, the results of the explanatory power of the model indicate that there is still room for improvement. Therefore, including other constructs, e.g. hedonic motivation, perceived risks and trialability, could be a fruitful path forward. Future studies may also examine the factors influencing the actual use behavior of payments banks, rather than just behavioral intention.

The study looks forward to providing the payments banks service providers in India with suitable guidelines for effectively implementing and designing payments banks services. Specifically, the results of this study have provided clues for Indian payments banks service providers about the crucial role of perceived credibility in influencing the behavioral intention to adopt payments banks. Therefore, service providers have to initially be sure that payments banks are able to conduct financial transactions efficiently, securely and within less time, along with the availability of information required by customers to successfully use the services. Service providers should enhance customer confidence and trust by providing secure and reliable services. They should also emphasize on the positive safety measures of the payments banks during any marketing campaign rather than just creating brand awareness.

The study represents a substantial contribution to the existing knowledge regarding mobile payment channels in particular and technology acceptance area in general. In fact, this study presents a worthwhile direction by examining payments banks services, which, so far, have not been well evaluated in the Indian context. To the best of the authors’ knowledge, this is an early attempt toward a holistic and integrative approach to explain adoption of payments banks in India. Although prior studies have addressed mobile banking and mobile payment adoption, the strength of this research lies in combining the UTAUT constructs with perceived credibility. This is evidenced by the high explanatory power (67.5 per cent) of the research model adopted in this study.

The purpose of this paper is to investigate the factors that influence the behavioral intention (BI) of paratransit passengers in three major cities in Indonesia, namely Bandung, Medan, and Surabaya. More specifically, this paper will examine the relationship between the BI and other factors, including satisfaction (SAT), perceived sacrifice (SAC), perceived value (PV), service quality (SQ), and frequency of usage.

The empirical data were collected through a survey with 264 respondents. Structural equation modeling was employed to test the proposed hypotheses.

SQ affects word-of-mouth (WOM) of paratransit passengers directly and indirectly through PV. However, SQ has no statistically significant direct effects on repurchase intention. SAC is proved to affect WOM and repurchase intention of paratransit passengers indirectly via PV. In addition, it is also found that SAT and frequency of usage have no statistically significant effect on WOM and repurchase intention of paratransit passengers.

The data collection using convenience sampling method as well as the use of small sample size caused the limitation of the research results in representing across all paratransit passengers in the three cities where the research was conducted in. This study can be replicated with larger sample size in order to examine the stability of the results in other contexts.

The research results shows that sacrifice, SQ, and PV affect the BI of paratransit passengers. Thus, the management of paratransit service provider should consider and manage all of these factors proactively.

The paper has established a BI model of public transport passengers that can help organizations to manage the formation of BI of their passengers. The model has some novelties, which are first, the model includes frequency of usage, second, it uses BI as a multidimensional construct, consisting of repurchase intention and WOM, rather than a single dimensional construct, and third, it also includes the direct relationship between SAC and BI (repurchase intention and WOM).

The purpose of this study is to empirically examine the factors influencing consumer behavioral intention (BI) to use cryptocurrency as a medium of transaction. Constructs from the unified theory of acceptance and use of technology model and an added variable, perceived risk (PR), are examined to predict BI. Age and gender as moderators are retained in this model.

An online survey was used to gather the respondents’ responses on a five-point Likert scale. G * Power was used to calculate the required minimum sample size. A non-probability sampling technique was used to gather data from the 290 respondents based in Malaysia. The final data set was analyzed using the statistical package for the social sciences and SmartPLS software using structural equation modeling.

The results show that three of the five proposed factors (performance expectancy, effort expectancy and facilitating condition) are significant predictors of BI to adopt cryptocurrency as a medium of transaction. Interestingly, PR is not a significant predictor even though prior research studies showed otherwise. Likewise, the relationship between BI and social influence became significant only when age is added as a moderator.

Malaysians are still wary of cryptocurrency, even though global tech firms such as Amazon and Microsoft are already accepting Bitcoin as a payment method. This study aims to provide relevant authorities and businesses (i.e. central bank, retail merchants and cryptocurrency exchangers) insights toward understanding the factors consumers focus on if they were to use cryptocurrency as a medium of transaction.

Most cryptocurrency research are done in developed countries (i.e. USA, UK and EU) perspective. This research addresses the lack of quantitative literature on significant factors influencing BI to use cryptocurrency in developing country context while taking a PR, age and gender into consideration.

The purpose of this paper is to examine the impact of corporate social responsibility (CSR) on the behavioral intention (BI) of customers (e.g. repurchase/revisit intention, spread word of mouth, loyalty, willingness to pay).

A quantitative meta-analysis of 37 articles (n = 34,942) was conducted to determine the effect sizes of the relationship between CSR and BI of the customer. Furthermore, two kinds of contextual factors (environmental context and industry type) have been investigated as potential moderators between CSR and BI.

Meta-analysis suggests that the positive relationship between CSR and BI is well-established and has a large effect size (r = 0.42). Individually, the repurchase/revisit intention was the most affected by CSR (r = 47) followed by loyalty intention (r = 0.41) where both word of mouth and willingness-to-pay intentions were less affected by CSR (r = 0.38, r = 0.37, respectively). Moreover, the result of meta-regression shows that both environmental context and industry type do not moderate the relationship between CSR and BI.

The originality of this paper comes from presenting a summary of the direction of research on primary relationship between CSR and BI, as no prior meta-analysis on the primary relationship has been conducted till date (to the best of the authors’ knowledge).