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This research investigates consumer intention to follow online community advice. Applying the technology acceptance model (TAM) to the context of online restaurant communities, the study empirically examines the effects of perceived usefulness, perceived ease of use, attitude and trust on the intention to follow online advice.

The data were collected from 360 members of online restaurant communities on Facebook and analyzed using structural equation modeling (SEM).

The findings revealed that trust, perceived usefulness and attitude are key predictors of the intention to follow online restaurant community advice.

Extant research on the influence of online reviews on consumer behavior in the restaurant industry has largely focused on the characteristics of the review, reviewers or readers. Moreover, other studies have investigated consumers' motivations to write online restaurant reviews. This study, however, takes a different approach and examines what drives consumers to follow the advice from online restaurant communities.

This study evaluated the determinants of augmented reality (AR) adoption in Malaysia's travel and tour operator sectors through an integrated technology-organization-environmental (TOE) and diffusion of innovation (DOI) model.

The TOE and DOI were considered the primary theoretical models but are combined and extended by including few additional variables. Data were collected from 220 respondents of travel and tour operating businesses in Malaysia and analyzed by applying PLS structural equation model technique.

The empirical results established that perceived cost, relative advantages, complexity and compatibility, observability, competitor pressure, value alignment, customer pressure, and trialability are positively connected with the behavioral intention except for external support. The results reveal that value alignment partially mediates the association between relative advantages and behavioral intention, complexity and behavioral intention, compatibility and behavioral intention, perceived cost and behavioral intention except in between trialability and observability.

This research is unique as the value alignment construct is included in the model, and thus it fulfills the literature gap by adding the mediation construct. This study contributes to enhancing AR's understanding of the Malaysian travel and tour operator industry through the lenses of owners or managers. It offers an integrated model that combines the TOE and DOI models, rare in this sector, and can be replicated or extended with validated scales.

In the era of m-learning environments, multiple factors have been considered to explain adult learners' continuance usage intention, but largely without considering the role of specific configurations of variables and how they may affect learners' intention. The purpose of this study is to show how cognitive need, subjective norms, perceived usefulness, satisfaction, confirmation, attitude and perceived ease of use combine to predict learners' frequent use intentions.

It is empirically validated through configurational analysis, using fuzzy-set qualitative comparative analysis (fsQCA) on 211 adult learners with experience in using Mobile learning applications (MLA).

The findings show learners' satisfaction of MLA usage combined with the cognitive need and attitude were found to be core conditions reinforcing learners' continuance intention.

This study was conducted in the context of adult learners MLA whereby the motivations for continued usage and the nature of technological innovation could differ. In this regard, findings from this study may not be generalizable to other technological contexts.

In the planning and development of learning apps, software developers should pay attention to practical functions and extend key features that are frequently required for solving a problem using the new skill. On the marketing side, MLA companies should emphasize the full functionality of their apps to cater efficiently to the different needs and expectations of the learners.

This study contributes by extending existing knowledge on how cognitive need, satisfaction and attitude combine to increase or mitigate continuance intention to use toward the development of new configurational theories. This study fills the gap in the literature by introducing adult learners' continuance intention to use MLA and introducing through a methodological approach of fsQCA in adult learners' context.

This study investigated the linkage between customers’ acceptance (CA) level and smart service competencies in the food sector across Penang, Malaysia. This research aims to develop a vision of how smart technology may transform the business model in hospitality industry to create value.

In this study, the level of CA of the smart restaurant is proposed as the dependent variable, while the perceived security (PS), perceived ease of use (PEOU) and perceived enjoyment (PE) are proposed as independent variables (IVs). The quantitative approach and simple random sampling method were adopted in this study. Data were collected from 150 respondents by distributing 225 survey questionnaires to restaurant customers across Penang, Malaysia. The data were analysed by the reliability test, factor analysis and multiple regression analysis using SPSS 23.0 software

The study outcomes indicated that PE and PEOU emerged as the most significant predictors for CA of smart services in restuarants in Penang. The smart services provide customers to experience enjoyable dining services with accurate and user-friendly service delivery.

This study may serve as a guideline for food and beverage (F&B) business owners and restaurant operators with an industrial standard to adopt smart services in restaurants and their progression to develop the intention to use such a novel technology. This research is one of the few attempts that have looked into the influences of hedonic, comfortable and security value on customers’ acceptance level of smart restaurant services.

This study attempts to examine the factors that influence user intention to adopt e-procurement in the Nigerian public sector.

A well-structured questionnaire was used to collect primary data from 278 procurement and information technology (IT) departments’ officials of key federal government ministries and agencies. The technology acceptance model (TAM) model was adopted and extended with security-related factors, namely perceived trust and perceived security. A partial least squares-structural equation modelling (PLS-SEM) approach was used to test and validate the model.

The results indicated that perceived usefulness is the best predictor of users’ intention to adopt e-procurement, followed by perceived security and perceived trust. In contrast, however, perceived ease of use was found to have a significant negative effect on the intention to adopt e-procurement.

This study is among the first in the Nigerian public sector context to evaluate users’ perceptions on e-procurement adoption with the use of a distinctive research model (TAM). The study's findings contribute to a better understanding of the factors influencing the adoption of e-procurement in the Nigerian public sector.

The influence of technology on marketing communications is rising in both applications and value created. Artificial intelligence (AI) and, as a result, smart speakers are benefiting both brands and customers at many levels. In particular, AI opens up the possibility to establish human-like dialogs with customers and to advertise brands in a new and engaging way. Therefore, the purpose of this paper is to understand why and how consumers would accept receiving advertising (ad) via AI-enabled devices such as smart speakers.

A total of 326 individuals participated in a study that explored the factors influencing ad acceptance in smart devices. A partial least squares-structural equation model technique was used to validate the results.

The findings show that customer acceptance of ads via smart assistants is influenced by smart assistant usefulness and hedonic motivations. However, privacy risk moderates the relationship between smart speaker ease of use and smart speaker usefulness.

This paper explores the main drivers of ad acceptance via smart speakers and goes beyond the existing knowledge of smart speaker acceptance to further explore how this can become an important channel for brands to communicate.

La influencia de la tecnología en las comunicaciones de marketing está aumentando tanto en las aplicaciones desarrolladas como en el valor creado. La inteligencia artificial (IA) y, en consecuencia, los altavoces inteligentes están beneficiando tanto a las marcas como a los clientes a muchos niveles. En particular, la IA abre la posibilidad de establecer diálogos similares a los humanos con los clientes y de publicitar las marcas de una manera nueva y atractiva. Por lo tanto, es necesario entender por qué y cómo los consumidores aceptarían recibir publicidad (anuncios) a través de dispositivos con IA, como los altavoces inteligentes.

Un total de 326 personas participaron en un estudio que exploró los factores que influyen en la aceptación de la publicidad en los dispositivos inteligentes. Se utilizó una técnica PLS-SEM para validar los resultados.

Los resultados muestran que la aceptación de los anuncios a través de los asistentes inteligentes por parte de los clientes está influenciada por la utilidad del asistente inteligente y las motivaciones hedónicas. Sin embargo, el riesgo para la privacidad modera la relación entre la facilidad de uso del altavoz inteligente y su utilidad.

El artículo explora los principales impulsores de la aceptación de la publicidad a través de los altavoces inteligentes y va más allá del conocimiento existente sobre la aceptación de los altavoces inteligentes para explorar más a fondo cómo esto puede convertirse en un canal importante para que las marcas se comuniquen.

科技对营销传播的影响在应用和价值创造方面都在上升。人工智能（AI）以及智能音箱在很多层面都对品牌和客户有益。尤其是, 人工智能开辟了与客户建立类似人类对话的可能性, 并以一种新颖的、有吸引力的方式宣传品牌。因此, 了解消费者为什么以及如何接受通过人工智能设备（如智能音箱）接收广告（广告）是有必要的。

本研究的326名参与者探讨了影响智能设备中广告接受度的因素。PLS-SEM技术被采用以对结果进行验证。

研究结果显示, 客户通过智能助手接受广告会受智能助手有用性和享乐动机的影响。然而, 隐私风险调节了智能音箱的易用性和智能音箱的有用性之间的关系。

本文探讨了通过智能音箱接受广告的主要驱动因素, 并超越了现有的关于智能音箱接受度的知识, 进一步探讨了这如何能成为品牌沟通的重要渠道。

Integrating the theory of consumption value into the stimulus-organism-response framework, this study aims to analyse the influence of external and internal factors on the customers’ perceptions of utilitarian, hedonic, social and epistemic values as drivers of the overall perceived value and customers’ continuance use of mobile banking (m-banking).

An online survey was conducted with 252 actual m-banking users, and the partial least squares structural equations modelling was applied to analyse the data.

The results reveal that ubiquity and gamification positively influence the perceived usefulness and entertainment, that is the utilitarian and hedonic perceived values. Furthermore, users’ self-congruence and innovativeness affect subjective norms and novelty-seeking, representing social and epistemic values. Except for the hedonic value, each value element impacts the overall perceived value, which in turn incites clients’ intention to continue using m-banking services.

By exploring the simultaneous effect of service-related and personal factors (stimuli) on different elements of perceived value (organism), this study contributes to the existing knowledge of consumption reactions (response) in the context of m-banking. The research of the Macedonian m-banking offers a closer insight into Western Balkan mobile commerce.

Integrando la Teoría del Valor de Consumo (TCV) en el marco Estímulo-Organismo-Respuesta (S-O-R), este estudio pretende analizar la influencia de factores externos e internos en las percepciones de valor utilitario, hedónico, social y epistémico de los clientes, como impulsores del valor percibido global y del uso continuado del m-banking por parte de los clientes.

Se realizó una encuesta en línea a 252 usuarios reales de banca móvil y se aplicó el modelo de ecuaciones estructurales por mínimos cuadrados parciales (PLS-SEM) para analizar los datos.

Los resultados revelan que la ubicuidad y la gamificación influyen positivamente en la utilidad y el entretenimiento percibidos, es decir, en los valores utilitarios y hedónicos percibidos. Además, la autocongruencia y la capacidad de innovación de los usuarios afectan a las normas subjetivas y a la búsqueda de novedades, que representan el valor social y epistémico. A excepción del valor hedónico, cada elemento de valor influye en el valor percibido global, que a su vez incita a los clientes a seguir utilizando los servicios de banca móvil.

Al explorar el efecto simultáneo de factores personales y relacionados con el servicio (estímulos) sobre diferentes elementos del valor percibido (organismo), contribuimos al conocimiento existente sobre las reacciones de consumo (respuesta) en el contexto del m-banking. La investigación del m-banking macedonio ofrece una visión más cercana del comercio móvil de los Balcanes Occidentales.

本研究将消费价值理论（TCV）纳入刺激-组织-反应（S-O-R）框架, 旨在分析外部和内部因素对客户感知功利价值、享乐价值、社会价值和认识价值的影响, 这些因素是客户整体感知价值和持续使用移动银行的驱动因素。

对 252 名实际移动银行用户进行了在线调查, 并采用偏最小二乘法结构方程模型（PLS-SEM）分析数据。

结果表明, 普遍性和游戏化对用户的有用性和娱乐性感知, 即功利性和享乐性感知价值有积极影响。此外, 用户的自我一致性和创新性也会影响主观规范和新奇寻求, 这代表了社会价值和认识价值。除享乐价值外, 每个价值要素都会影响整体感知价值, 进而激发客户继续使用移动银行服务的意愿。

通过探索服务相关因素和个人因素（刺激）对感知价值不同要素（有机体）的同时影响, 我们为现有的有关移动银行背景下消费反应（响应）的知识做出了贡献。通过对马其顿移动银行的研究, 我们可以更深入地了解西巴尔干移动商务。

This study aims to assesses the factors that affected the development of cloud-based accounting education (DCBAE) and students' academic performance at Oman Universities.

In this paper a questionnaire was used to collect data for a sample of students. Partial least squares (PLS) were used to assess the hypotheses and model.

Results indicate that human factors and cultural and social factors have a direct positive effect on the DCBAE and students' academic performance.

This study is carried out after five semesters since the beginning of the COVID-19 pandemic. Thus, it can help universities (accounting education in particular) in the Sultanate of Oman know the factors that affect the development of accounting education and adopt policies and strategies that depend on cloud computing in education operations, even after the COVID-19 pandemic.

The main contribution of this study is to evaluate the factors that affected the DCBAE and the academic performance of students in the Sultanate of Oman from March 15, 2020 to June 2022, a period that witnessed the application of cloud-based education, either in whole or in part using a questionnaire about the opinions of students.

This study aims to empirically investigate the effect of digital currency development (digital finance) on financial inclusion in Nigeria for the period. Nigeria undertook her digital currency development to rip the benefits of financial inclusion, safer remittances and exchange rate regularization among others.

The researchers developed high-frequency quarterly data for the analysis from 2006:1 to 2020:4 in a weighted stepwise forward regression. A model similar to the one used by Demir et al. (2020) and Altunbas and Thornton (2019) with some modifications was developed.

Findings suggest that (1) a unit rise in the usage of automated teller machines by citizens spontaneously raised financial inclusion in a quarter in Nigeria by 0.012 units and were statistically significant; (2) a percentage rise in the use of point of sales transaction by citizens in the country also raised financial inclusion in Nigeria by approximately 1%; (3) a percentage increase by mobile payment users in Nigeria will spontaneously increase financial inclusion by at least 0.4%; (4) a percentage rise in web payment services reduces financial inclusion by 22% in Nigeria; (5) Cumulative positive effect of digital finances on financial inclusion in Nigeria was approximately 7%.

The researches show, using in-sample forecast, that while financial inclusion will grow in Nigeria, it will not be without systemic fluctuations. Based on the outcome, it is proposed that if the present digital currency penetration for the country is sustained at the present growth rate, the country may be more financially inclusive by 2% additionally by 2025 and 4% more by 2030.

Originally, it is found that digital currency development are positive derivatives for financial inclusion in Nigeria. Cumulatively, the effect of digital finances on financial inclusion in Nigeria is approximately 7% positive.

This study explored the students' perception of their adoption and acceptance of virtual learning (VL), the factors affecting the adoption of educational technologies and the correlation between their intention, perceived behavioral control and care competence in caring for older adults.

A cross-sectional survey was conducted. Surveys were administered to evaluate the participants who were involved in VL on geriatric care during coronavirus disease 2019 (COVID-19) pandemic. A total of 315 nursing students participated in the survey, and 287 valid questionnaires were collected (response rate: 91.11%).

A total of 287 participants (mean age 21.09, SD 1.44 years; 242/287, 84.3% female) were included in the study. The variables of intention to use technologies were positively correlated with care competence (r = 0.59, p < 0.001). The results revealed that the major predictors were perceived ease-of-use (PEOU) (β = 0.28, 95% confidence interval (CI) 0.16–0.40) and perceived usefulness (PU) (β = 0.22, CI 0.09–0.35) which were significantly positive predictors of competence in geriatric care.

Nursing students lack in clinical knowledge and situational experience in geriatric care; therefore, their perceptiveness, expressions and reflection on the process of providing care to hospitalized older patients should be increased. These results indicated that students improved in geriatric healthcare after/during the VL program during COVID-19 pandemic.

It is hoped that the present study would make an invaluable contribution to existing research on education in general and on the quality of care in geriatric nursing as limited studies have been published so far.