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Artificial intelligence (AI) is a powerful and promising technology that can foster the performance, and competitiveness of micro, small and medium enterprises (MSMEs). However, the adoption of AI among MSMEs is still low and slow, especially in developing countries like Jordan. This study aims to explore the elements that influence the intention to adopt AI among MSMEs in Jordan and examines the roles of firm innovativeness and government support within the context.

The study develops a conceptual framework based on the integration of the technology acceptance model, the resource-based view, the uncertainty reduction theory and the communication privacy management. Using partial least squares structural equation modeling – through AMOS and R studio – and the importance–performance map analysis techniques, the responses of 471 MSME founders were analyzed.

The findings reveal that perceived usefulness, perceived ease of use and facilitating conditions are significant drivers of AI adoption, while perceived risks act as a barrier. AI autonomy positively influences both firm innovativeness and AI adoption intention. Firm innovativeness mediates the relationship between AI autonomy and AI adoption intention, and government support moderates the relationship between facilitating conditions and AI adoption intention.

The findings provide valuable insights for policy formulation and strategy development aimed at promoting AI adoption among MSMEs. They highlight the need to address perceived risks and enhance facilitating conditions and underscore the potential of AI autonomy and firm innovativeness as drivers of AI adoption. The study also emphasizes the role of government support in fostering a conducive environment for AI adoption.

As in many emerging nations, the AI adoption research for MSMEs in Jordan (which constitute 99.5% of businesses), is under-researched. In addition, the study adds value to the entrepreneurship literature and integrates four theories to explore other significant factors such as firm innovativeness and AI autonomy.

This study aims to evaluate the impact of several factors on the continuance participation intention of service providers in the sharing economy business model, i.e. food delivery application (FDA) service.

Based on primary data collected from 282 service providers, this study used partial least squares structural equation modeling (PLS-SEM) to validate measurement scales and the proposed model.

The SEM analysis revealed that service providers’ intention to continue participating was influenced by perceived social benefit, perceived economic benefit and the corporate image of the service enabler. Notably, the relationship between perceived social benefit and continuance participation intention is moderated by the service enabler’s corporate image. Furthermore, this study identified four antecedents that impact on perceived benefit of service providers, namely, market attractiveness, and marketing capabilities of service enabler, delivery quality and customers’ positive affective response. However, the effect of marketing capabilities of the service enabler on perceived economic benefit was found to be irrelevant.

This study enriches the authors’ understanding of the factors that promote service providers’ intention to continue participating in the sharing economy business model, particularly within the context of FDAs. Based on the findings, the study offers both theoretical and practical implications for service enablers, policymakers and technology providers to enhance stakeholder engagement in the sharing economy business model.

Personalization is a key element of restaurant innovation. Few studies in the business literature have examined its influence on table-service consumer behavior, including the factors that strengthen or weaken domain relations. The purpose of this paper is to investigate the effects of personalization on brand identification and repurchase intention by providing a contingent view of several crucial factors.

Online surveys were distributed to restaurant customers who received personalized menus, services and promotions. The authors collected data using purposive sampling and tested this study’s hypotheses using regression analysis.

The results indicate that personalization influences brand identification and loyalty behaviors. Not all aspects of employee friendliness, notably conversational skills, strengthen the links between personalization and consumer behavior. In fact, informal frontline employee attitudes negatively moderated customer brand identification. The results, however, suggest that humorous and approachable behaviors of frontline employees are essential in enhancing the effects of personalization on brand identification and revisiting intentions.

Drawing on self-categorization theory, this study introduces personalization as a key factor in improving brand identification and repeat purchase intentions in full-service restaurant settings. This study incorporated social exchange theory and motivational theory to construct a contingency view of frontline employee friendliness and customer motivation to better understand how customers’ dining experiences impact their post-consumption behaviors. By investigating the potential interactions between the three theoretical perspectives, this study demonstrates the relevance of personalization, cultural sensitivity and intrinsic motivation as vital components for Asian restaurants.

This research proposal aims to address the growing significance of artificial intelligence (AI) technology in the field of records and information management (RIM) within the African context. Despite the increasing prevalence of AI, there is a lack of comprehensive understanding regarding the factors influencing AI readiness and adoption in RIM. The primary purpose of this paper is to explore these factors and propose an AI readiness and adoption conceptual framework.

A comprehensive literature review was conducted to identify the proposed variables and support the hypothesis development. The theoretical foundation of the proposed conceptual framework is based on three theories: the technology acceptance model (TAM), the technology readiness index (TRI) and the cognitive appraisal theory (CAT).

The literature reveals that there is a lack of empirical investigation of AI readiness and adoption within the RIM context. Through the proposed conceptual model, the researcher anticipates uncovering critical insights into the factors influencing AI readiness and adoption in RIM practices across African nations.

The proposed model is not yet empirically tested and the study's scope is limited to African nations.

The proposed model takes a pioneering approach to empirically investigate AI readiness and adoption within the RIM field, specifically in an African context which is understudied.

This study aims to understand the mechanism by which the value of ride-sharing services influences consumers’ continuance intention.

The authors collected data from 484 Chinese ride-sharing respondents and analyzed them using partial least squares structural equation modeling.

The results show that hedonic value, social connection value and environmental value positively affect consumers’ cognitive fit and emotional fit, while utilitarian value has no significant effect on either cognitive fit or emotional fit. In addition, both cognitive fit and emotional fit significantly affect consumers’ satisfaction and continuance intention. Furthermore, satisfaction mediates the effects of cognitive and emotional fit on continuance intention.

Ride-sharing practitioners should have a clear understanding of all the value dimensions of ride-sharing services, which would subsequently increase customers’ continuance intention.

This study defines and divides the dimensions of ride-sharing value and demonstrates the significant impact of environmental value on the sustainability of ride-sharing services. This study extends fit theory by dividing it into two dimensions.

Understanding behavior toward sustainable consumption remains among the most challenging contemporary topics and requires continual investigation. The aim of this paper is to explore young Bahraini women’s level of awareness of sustainable consumption while also considering their attitudes, motivations and behavior as key elements in the study.

A qualitative approach was used to collect the data. More specifically, 46 semi-structured interviews with young Bahraini women took place and the results were produced using thematic analysis.

Results reveal that consumers’ awareness levels toward sustainable consumption have been growing but awareness remains variable among consumers. In turn, motivation toward supporting sustainability is more associated with environmental reasons than cultural or economic ones. The attitude toward sustainable consumption is generally positive among young consumers. Moreover, sustainable consumption has been found to be present through various means in the purchase decisions of young Bahraini women.

This study exclusively explores the awareness levels of young Bahraini women regarding sustainable consumption with a focus on the elements of the behavioral process, namely, “awareness, attitude, motivation, and behavior”, as central research pillars.