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Article
Publication date: 27 March 2023

Tam To Nguyen, Huong Quoc Dang and Tuan Le-Anh

This paper proposed an adaptation of the theory of planned behavior (TPB) model to study the factors influencing organic food purchase behavior in an emerging market. This…

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Abstract

Purpose

This paper proposed an adaptation of the theory of planned behavior (TPB) model to study the factors influencing organic food purchase behavior in an emerging market. This research introduced household norms as an important factor that reflected the influence of household activities and family pressure on individuals to perform organic food purchase behaviors. The role of trust in organic food as a direct and a moderating factor was examined in the proposed framework as well.

Design/methodology/approach

The study proposed a model with 10 hypotheses from the literature review. The hypotheses were tested using data collected from 407 organic food customers in Hanoi, Vietnam. The partial least squares structural equation modeling (PLS-SEM) approach was used for analysis.

Findings

The results indicated that household norms played an important role influencing purchase intention and behavior. This research also showed that trust in organic food directly affected purchase intention and played a moderating role on the attitude towards organic food and purchase intention relationship. However, trust in organic food did not show moderating effects on other relationships in the model.

Research limitations/implications

More context-specific reasons may be incorporated into the research model to better explain consumer purchase behaviors.

Originality/value

The role of household norms and its impact under TPB has not been investigated for organic food purchase behaviors, particularly in emerging markets.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 14 no. 5
Type: Research Article
ISSN: 2044-0839

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Article
Publication date: 8 January 2020

Nguyen Thi Hanh Nguyen and Hung Thanh Dang

The purpose of this paper is to show the adaptation of participatory concept: “from passive to active community” which is the key point to achieve successes of the case study…

130

Abstract

Purpose

The purpose of this paper is to show the adaptation of participatory concept: “from passive to active community” which is the key point to achieve successes of the case study project – a cultural village in Tam Thanh, Tam Ky, Quang Nam, Vietnam. Its achievements result from the employment of three principal steps including identifying core issues in the community, creating changes in human perceptions and living conditions, and demanding operation and maintenance of the community further. The project can seem to be an outstanding showcase for the applicability and possibility of other community projects around Vietnam.

Design/methodology/approach

The paper uses the previous community projects developed in Vietnam. However, they are less effective for the community in long-term due to ignoring/underestimating the role of local people. The case study is an impoverished residential neighbourhood in Tam Thanh, Quang Nam. The authors along with the colleagues observed and conducted the workshops on site to understand the problems, values and expectations of people and the land. The paper likes as a summary for achievements and lessons extracted from that field study. The comparison to the previous projects shows the efficiency of participatory design with the active involvement of the local community.

Findings

The practical experiences to find successes for the community projects in Vietnam: collaboration of experts, architects, volunteers and local people; classification of roles for groups of participants; the involvement of the local government. engagement of a collaborative relationship with the community under the patience, comprehension and sympathy of all members of the community; and role of the architects involving the projects should be supported for people’s participation to come up with the idea instead of proposing strict ideas.

Practical implications

The appropriate approaches on the right subjects and right time are the key of successes and sufficiency for the community projects, particularly to the impoverished neighbourhoods or places with sensitive issues. The Tam Thanh village is a typical example and its experiences can be disseminated for the other projects. It indicates the active and respectful involvement of like-minded people (experts, volunteers, sponsors, managers and in particular local people) is very important to achieve the final expected destination in the purpose for/by/with the community.

Social implications

The huge effect of community projects is directly on the local people. The approaching and understanding them is challenging. An achievable community project is that the real needs of the people are provided; they are aware of their roles and benefits; and finally, the values are retained and developed sustainably in long term. The community projects are characterised by the participation of many people in many different stages: analysis, design and implementation. Therefore, for the experts, volunteers and managers, they learn to listen to the voice of the local people and to avoid the forced thoughts and underestimation of local people’s involvement.

Originality/value

The value of the study is that the nature of participatory design method is shown through activities and results of the community project in Tam Thanh. The delivery from theoretical features to practical works is not easy and needs observation and understanding of local culture and life. Depending on each specific location, the application of this design theory is flexible and adaptive. An idea for every project is initiation; however, the participation of local people is key to the project’s achievement.

Details

Smart and Sustainable Built Environment, vol. 9 no. 3
Type: Research Article
ISSN: 2046-6099

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Article
Publication date: 14 June 2022

Vu Hong Van, Nguyen Ngoc Quynh and Nguyen Khanh Doanh

This study aims to analyze the factors affecting tea-producing farmers' intention to use e-commerce exchanges (ECEs) to sell their products, combining the technology acceptance…

492

Abstract

Purpose

This study aims to analyze the factors affecting tea-producing farmers' intention to use e-commerce exchanges (ECEs) to sell their products, combining the technology acceptance model (TAM) theory and barrier factors.

Design/methodology/approach

The authors use the generalized structural equation modeling (GSEM) to analyze the intermediate model that is built on TAM.

Findings

Research results show that perceived usefulness (PU) and perceived ease of use (PEU) significantly influence farmers' intention to use ECEs to sell their products. However, knowledge and information barriers hinder farmers' intention to use such ECEs.

Research limitations/implications

Encouraging farmers to use ECEs is the most helpful solution for agricultural economic development in the context of the Covid-19 pandemic.

Originality/value

From an academic perspective, this is the first study that combines the TAM theory of Davis (1989) and barrier factors to analyze farmers' intention to use ECEs. The findings are valuable references for policymakers to propose strategies for agricultural economic development during the current pandemic. At the same time, the empirical results obtained from this study provide good orientations for agricultural economic development 4.0 in the future.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 14 no. 2
Type: Research Article
ISSN: 2044-0839

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Available. Open Access. Open Access
Article
Publication date: 20 September 2024

Thi My Danh Le, Huu Tri Nguyen Do, Kieu My Tran, Van Trung Dang and Bao Khanh Hong Nguyen

This study combines the TAM and UGT frameworks to investigate how Vietnamese students' views of ChatGPT and intrinsic needs affect their intentions to use it for education (via…

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Abstract

Purpose

This study combines the TAM and UGT frameworks to investigate how Vietnamese students' views of ChatGPT and intrinsic needs affect their intentions to use it for education (via variables including perceived ease of use, perceived usefulness, novelty, information seeking and academic content creation). We will employ TAM theory (Davis, 1989) and UGT theory to elucidate university students' motivations for utilising ChatGPT in Vietnam. Simultaneously, we aim to address the limitation stemming from data uniformity. Our research will make a substantial contribution to the understanding of researchers regarding the use of ChatGPT and its varied consequences as it grows and develops.

Design/methodology/approach

This study was conducted at a private university in Vietnam with an estimated population of 15,000 students. One of Vietnam’s top private information technology institutions requires its students to use a variety of information and communication technologies (ICTs) on a regular basis to facilitate and enjoy their academic pursuits (Ngo, 2024; Nguyen). Students who are familiar with ChatGPT and have access to it for educational purposes are the ones that were chosen. This research is a quantitative study that utilises primary data through a survey method. Participants answered a questionnaire online through the Google Form platform sharing via social media platforms from October to December 2023. The questionnaire was divided into two sections: the first contained screening questions and demographic information and the second had five-point Likert-scale questions that measured the study’s components. Two screening questions are used to separate out the intended responders. (i.e. “I have heard the name ChatGPT” and “I know about ChatGPT”) were set to find whether the participants had any knowledge of ChatGPT. If participants were unaware of ChatGPT, their responses were not included in the study. A total of 283 responses were received. The participant’s demographic information is shown in Table 1. It is believed that a sample size of more than 200 provides adequate statistical power for data analysis in structural equation modelling. It is evident that the 283-sample size in this study is adequate to evaluate the research hypothesis and the fitting model. 42.9% of the 283 research samples were made up of men, while 57.1% were women. Business administration accounted for 40.1% of survey respondents, followed by information technology (25.2%) and English language (14.5%). The average ChatGPT usage time of respondents was 56 min in a single use. The study sample’s average age is 20–72 years old.

Findings

The present study contributes to the existing AI chatbot literature in the educational industry in several ways. First, this study addresses a gap in the literature by investigating the factors that influence students’ ITU ChatGPT for educational purposes in Vietnam. Using the extended model, we investigated factors influencing students’ intentions to use ChatGPT. It integrates three motive factors of the UGT (ACT, IS and N) with the core factors of TAM (PeoU and PU). The integrated framework’s findings indicate that in a Vietnamese educational setting, ChatGPT is a novel technology that should be considered in conjunction with PU and PEoU.

Research limitations/implications

First, only Vietnamese students make up the research sample. To increase the relevance of the findings, it is advised that future research look at the study model in various geographic regions. Second, the present investigation’s constraints arise from the lack of clarity about the Chat GPT version utilised by the respondents, specifically whether it was the free or premium edition. Furthermore, the limited duration of the survey presents an obstacle to gathering thorough data. Due to their reliance on the particular features and functionalities of the Chat GPT version used, these restrictions may have an effect on the researcher’s objectivity. Furthermore, the limited survey time may curtail the coverage of the collected answers, particularly considering that our survey predominantly focuses on business administration students, thus limiting the diversity and richness of the gathered data. We recommend that future studies should conduct comparative research between different versions of GPT Chat, including free and paid variants that can provide valuable insights into potential differences in performance and results. Such analysis can provide a deeper understanding of the strengths and limitations of different GPT Chat versions. Third, because the study focused on behavioural intention, actual usage and post-usage behaviour may not be covered by the findings. To gain a deeper understanding of users' actual behaviour, we suggest doing research on their usage and post-usage behaviours.

Practical implications

The findings will assist service providers and legislators in determining critical variables and influencing students' incentives to use ChatGPT in educational settings that use constructivist teaching methods. As a result, the information will assist service providers in creating AI chatbots that are more user-friendly, visually appealing, efficient, safe and convenient for education. Governments, in conjunction with service providers, have the potential to significantly accelerate the adoption of AI-based chatbots by highlighting their ethical and sustainable use. The findings demonstrate that students' ITU towards ChatGPT is substantially impacted by PU and PEoU. It is recommended that service providers emphasize the advantages and ease of use of AI chatbots in order to draw new clients. Additionally, in order to promote ChatGPT or related technologies, marketers should concentrate on raising the technology’s perceived novelty value. This is because people are open to new technologies as long as they believe they are interesting and innovative.

Originality/value

ChatGPT is an advanced AI-powered chatbot that has the potential to advance and revolutionize the learning and teaching process. This study attempted to look at the elements that lead students to want to use ChatGPT from an academic standpoint by combining the UGT and TAM. For practitioners, academics and educators, the findings provide a solid knowledge of and encouragement for the sustainable use of such AI tools. Despite having important practical consequences, the study contains a number of limitations that indicate possible research gaps that should be filled by further investigation.

Details

Journal of Research in Innovative Teaching & Learning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2397-7604

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Article
Publication date: 11 February 2025

Cam Tu Nguyen, Thu Thao Nguyen, Lanhui Cai, Kum Fai Yuen and Xueqin Wang

This paper aims to investigate logistics operators’ acceptance of robots by adopting an integrated perspective of trust and technology acceptance.

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Abstract

Purpose

This paper aims to investigate logistics operators’ acceptance of robots by adopting an integrated perspective of trust and technology acceptance.

Design/methodology/approach

A survey instrument was developed for data collection, targeting employees from Vietnam’s manufacturing or logistics sectors. A total of 401 valid responses were collected; the data were analysed using structural equation modelling.

Findings

Dispositional and situational trust positively influenced perceived usefulness and ease of use. Furthermore, dispositional and situational trust, perceived ease of use, and perceived usefulness collectively influenced trust in logistics robots. In addition, we found that trust in logistics robots positively affected operators’ acceptance intentions. Thus, the integrated perspectives of trust and technology acceptance were supported.

Research limitations/implications

By focusing on the interaction between operators and logistics robots, this paper’s findings extend the technology acceptance model (TAM) and enrich the theory of trust.

Practical implications

The study has significant implications for factories integrating logistics robots into production processes by elucidating the relationship between operators and logistics robots.

Originality/value

Previous research has repeatedly identified trust considerations as a critical factor influencing individuals’ automated technology usage. However, the micro-level trust formation process has received limited attention. This study explains the relationship between perspectives on trust and technology acceptance.

Details

The International Journal of Logistics Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0957-4093

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Publication date: 29 January 2024

Nabil Hussein Al-Fahim, Ali Ahmed Ateeq, Zahida Abro, Marwan Milhem, Mohammed Alzoraiki, Tamer M. Alkadash and Muskan Nagi

The purpose of this research was to investigate at the influence of technology acceptance model (TAM) characteristics including perceived ease of use, perceived compatibility, and…

Abstract

The purpose of this research was to investigate at the influence of technology acceptance model (TAM) characteristics including perceived ease of use, perceived compatibility, and perceived security on the perceived utility and actual use of mobile banking among Yemeni academics. It also investigated the function of perceived utility as a moderator in the link between TAM variables and mobile banking adoption. The sample size was 251 respondents who worked at universities in Yemen and were chosen using stratified random selection. According to the findings, perceived compatibility and perceived security had a substantial positive influence on perceived usefulness and real mobile banking use; however perceived simplicity of use had no effect on mobile banking usage. According to the results, perceived usefulness slightly mediated the association between perceived ease of use and security and mobile banking use, whereas it completely mediated the relationship between perceived compatibility and mobile banking usage. Overall, the research proved the significance of TAM elements in academics’ use of mobile banking in Yemen, offering a credible empirical framework for studying mobile banking usage in this setting.

Details

Digital Technology and Changing Roles in Managerial and Financial Accounting: Theoretical Knowledge and Practical Application
Type: Book
ISBN: 978-1-80455-973-4

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Article
Publication date: 8 September 2021

Tin Trung Nguyen, Tony Cat Anh Hung Nguyen and Cong Duc Tran

During the challenging time of lockdown and isolation due to the coronavirus disease (COVID-19), contact-tracing apps have played a critical role in health communication and…

567

Abstract

Purpose

During the challenging time of lockdown and isolation due to the coronavirus disease (COVID-19), contact-tracing apps have played a critical role in health communication and preventive healthcare. This study proposed and tested an extended technology acceptance model (TAM) with key health factors (i.e. health risk perception from COVID-19, health information orientation to COVID-19 and health consciousness) to understand individuals' adoption of COVID-19 contact-tracing apps.

Design/methodology/approach

A two-stage online survey was conducted to collect data on US individuals’ intention and actual use of COVID-19 contact-tracing apps. The sample comprises 288 valid responses. Partial least squares structural equation modeling (PLS-SEM) and fuzzy set/qualitative comparative analysis (fsQCA) were employed as the complementary approaches.

Findings

The findings from PLS-SEM revealed that health risk perception, health information orientation and perceived usefulness have positive net effects on behavioral intention, which, in turn, affects actual use. The results from fsQCA highlighted the explanatory power of the extended TAM to COVID-19 contact-tracing app adoption.

Originality/value

Although TAM is considerably effective in measuring technology acceptance, the phenomenon is highly context-driven. How technological and health factors simultaneously motivate the use of contact-tracing apps has not been well documented. The present study offers some implications for practitioners concerned about fostering the adoption of mobile health services in the time of COVID-19. Methodologically, this study is among the first to blend PLS-SEM and fsQCA to measure the explanatory power of a structural model.

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Article
Publication date: 20 October 2021

Tuyet-Mai Nguyen and Ashish Malik

This paper aims to examine the technology acceptance model’s applicability in understanding employees’ acceptance of online platforms for knowledge sharing in organisations…

1557

Abstract

Purpose

This paper aims to examine the technology acceptance model’s applicability in understanding employees’ acceptance of online platforms for knowledge sharing in organisations. Specifically, this research explores gender differences in using online platforms for sharing knowledge at the workplace in an emerging market context and the role of individuals’ motivation in online platform usage in organisations.

Design/methodology/approach

A web-based survey was conducted in Vietnam with 290 responses from employees in the banking and insurance industries.

Findings

Both intrinsic and extrinsic motivations influenced the perceived ease of use, perceived usefulness and online platform usage for knowledge sharing. The results also confirm a significant influence of perceived ease of use directly on knowledge sharing behaviour using online platforms and indirectly via perceived usefulness. Regarding gender differences, perceived ease of use was more salient in women, while men considered perceived usefulness to a greater extent.

Research limitations/implications

This study provides a complete picture of gender, motivation and technology used for knowledge sharing in organisational settings.

Originality/value

This research has provided additional insight into the importance of gender and motivation in technology acceptance. By doing this, this study helps organisations capture the potential of valuable human resources for their competitiveness.

Details

Journal of Knowledge Management, vol. 26 no. 8
Type: Research Article
ISSN: 1367-3270

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Article
Publication date: 4 December 2020

Nguyen Thi Thao Ho, Subarna Sivapalan, Hiep Hung Pham, Lan Thi Mai Nguyen, Anh Thi Van Pham and Hung Viet Dinh

By using a technology acceptance model (TAM) on survey results collected from two member schools of a Vietnamese educational institution, this study aims to uncover the key…

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Abstract

Purpose

By using a technology acceptance model (TAM) on survey results collected from two member schools of a Vietnamese educational institution, this study aims to uncover the key factors that affect students’ acceptance of e-learning during the Covid-19 period.

Design/methodology/approach

A bilingual questionnaire in English and Vietnamese was delivered. It was pre-tested on 30 participants before it was finalized. The authors first reviewed the measurement model and made adjustments to the theoretical TAM model. Then the adjusted TAM was used to investigate the relationships of the constructs in the model.

Findings

The results of the structural model show that computer self-efficacy (CSE) has a positive impact on perceived ease of use (PEOU). There is also a positive relationship between system interactivity (SI) and PEOU. Surprisingly, the authors documented that PEOU has no significant impact on students’ attitudes (ATT). The results show that SI can moderately affect ATT. Finally, it is noted that the social factor (SF) directly affects the student’s attitudes (ATT).

Research/limitations/implications

This study contains three limitations. First, as this study only focuses on undergraduate programs, readers should be careful in applying the findings and/or implications of this study to other education levels such as K-12, vocational training and postgraduate programs. Second, the findings are generated within the context of one type of e-learning, conducted via Google Meet. Therefore, future research is needed to provide further validation and comparison across other forms of e-learning. Finally, to further prevent the common bias problem, future research should use both five-point and seven-point Likert scales for the response options in the survey, as well as use negatively worded items. This will help prevent respondents from providing similar answers to all questions.

Originality/value

This study has both theoretical and practical implications. From a theoretical perspective, the study can provide a solid framework for similar studies. From a practical perspective, this study offers implications for governments and universities in the process of adopting e-learning, given that the Covid-19 pandemic is currently in its second and more dangerous wave.

Details

Interactive Technology and Smart Education, vol. 18 no. 2
Type: Research Article
ISSN: 1741-5659

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Article
Publication date: 20 September 2019

Bela Florenthal

A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to

9458

Abstract

Purpose

A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to synthesize two motivational theories: uses and gratifications (U&G) theory and the technology acceptance model (TAM).

Design/methodology/approach

A selective literature review was conducted to examine recent publications related to young consumers’ brand-driven engagement behavior on SMSs in which either TAM or U&G theory was applied. A three-stage method was used: an initial search was followed by vertical and horizontal searches and then a targeted search of scholarly publications. At each stage, the university’s library databases and Google Scholar were searched for relevant, mainly peer-reviewed articles, using appropriate filters and keywords. The articles’ references and the studies that cited those articles were added to the initially identified research pool (vertical search), coupled with publications of a similar nature based on keywords (horizontal search). The final stage, the targeted search, involved identifying and adding specific articles (e.g. literature reviews and integrated models).

Findings

After a review of a significant number of U&G and TAM studies, similarities and differences of the two theories were identified, and an integrated operational framework was developed. Based on empirical findings of existing U&G and TAM studies, testable propositions were presented.

Research limitations/implications

The proposed hybrid model and the associated propositions provide a research opportunity to empirically examine how young consumers’ motivational (i.e. motivating and demotivating) drivers, normative influence, perceived value and attitudes (toward brand content and engagement) predict intention or actual brand-related behavior on SMSs.

Practical implications

Much of current research indicates that generations Y and Z (“digital natives”) spend considerably more time on SMSs than any of the older generations (“digital immigrants”). Thus, brands that aim to target this cohort need to develop successful engagement strategies (e.g. gamification and influencer marketing) on current and emerging SMSs. The suggested conceptualization provides guidelines for companies to effectively use such communication strategies to motivate young people to engage with their brands on sites such as Twitter, Instagram and Facebook.

Originality/value

A review of TAM research indicates that it lacks rich motivating/demotivating constructs, and thus borrows from other theories to complement this weakness. An examination of U&G frameworks, particularity Ducoffe (1996)-based models, indicates that these frameworks mainly test engagement with social media advertising but seldom other types of brand-driven engagement on SMSs. In addition, many U&G studies focus less than TAM studies do on outcome variables such as behavioral intentions and behavior. Thus, the authors propose a synthesized U&G and TAM framework that mitigates both theories’ weaknesses and builds on their strengths, enriching the growing research on brand-driven engagement behavior via SMSs.

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