Applying Technology Acceptance Model in Online Entrepreneurship Education for New Entrepreneurs

Exploring the influence of expectancy, valence, and instrumentality on VR tourism intention: A framework based on TAM and expectancy theory

BACKGROUND

Virtual Reality (VR) has demonstrated tremendous potential to transform the tourism industry, offering tourists immersive experiences in remote destinations with reduced costs. Drawing on the technology acceptance model (TAM) and expectancy theory, we investigated the intricate interplay between expectancy, valence, and instrumentality and tourists' VR tourism intention through perceived ease of use and perceived usefulness.

METHODS

Our structural equation modeling results based on the survey of 282 VR tourists in China revealed that expectancy, valence, and instrumentality significantly impact perceived ease of use, which in turn affects VR tourism intention.

RESULTS

Perceived ease of use and perceived usefulness each mediate the relationship between expectancy, valence, instrumentality, and VR tourism intention.

CONCLUSION

These results contribute to the VR tourism literature and offer practical insights for destination operators and marketers aiming to enhance VR tourism experiences and promote technology adoption in the tourism industry.

Students' perception of e-learning during the Covid-19 pandemic: a survey study of Iranian nutrition science students

BACKGROUND

COVID-19 pandemic caused university closures, which created learning challenges for students worldwide. Switching to online educational systems had significant impact on students' performances. The current study aims to investigate the perception of university students from the Nutrition Science department regarding e-learning in Iran.

METHODS

The design of the study is cross-sectional. Data were collected through online surveys from Iranian students from the Nutrition Sciences Department. Stratified random sampling was used to randomly select 955 participants. A self-administered validated questionnaire was used for data collection. Descriptive statistics, Analysis of Variance (ANOVA) and Chi-Square tests were used for analysis of the data.

RESULTS

Results revealed that 67.2% of students didn't have any former experience of e-learning. About 38.3% had moderate levels of Information Technology (IT) skills. Our results revealed that based on students' responses, being able to stay at home was one of the most common benefits of e-learning (39.1%). However, the most common challenge that students faced was related to technical problems (39.6%). When compared to e-learning, most students preferred face-to face type of learning. Students believed that this method no only increased their knowledge but also their skills and social competence as compared to e-learning. Only 28% of students rated e-learning as enjoyable. Furthermore, acceptance of online based education was statistically associated with students' degree level.

CONCLUSION

In conclusion, students reported both advantages and disadvantages of e-learning but still reported that face-to-face learning is considered the most effective form of learning.

The Antecedents of the Technology Acceptance Model in Microentrepreneurs' Intention to Use Social Networking Sites

Social media platforms offer significant growth opportunities for enterprises, particularly microenterprises, due to the chance to establish direct contact with customers. Drawing on the Technology-Acceptance Model (TAM), in the present study, we investigate the psychological reasons that lead microentrepreneurs to use Social Networking Sites (SNSs) for their business. In doing so, we also extend TAM by taking into account entrepreneurs' personalities (e.g., extraversion and openness to experience) and their perceived risk. We collected data by examining 247 microentrepreneurs engaged in the production of handmade objects. Our results confirm that of all the TAM behavioral antecedents tested, perceived usefulness and attitude toward SNSs' usage for business proved to be the best predictors of the intention to use SNSs for business activity. The results also indicate that extraversion, openness to experience, and perceived risk, as external factors, significantly affect the TAM constructs. We discuss implications and suggestions for future research.

Attitude towards dengue control efforts with the potential of digital technology during COVID-19: partial least squares-structural equation modeling

Background: Dengue fever is still a public health issue in Indonesia, and during the coronavirus disease 2019 (COVID-19) pandemic, integrated digital technology will be required for its control. This study aims to identify critical indicators influencing attitudes towards dengue control related to the potential for implementing digital technology. Methods: This was a cross-sectional survey, with 515 people willing to fill out an online questionnaire. The analysis was conducted using Partial Least Square-Structural Equation Modelling (PLS-SEM). There were 46 indicators used to assess attitudes toward dengue control, which were organized into six variables: the need for digital information systems, perceptions of being threatened with dengue, the benefits of dengue control programs, program constraints, environmental factors and attitudes in dengue control. Results:  The source of information needed for dengue control was mainly through social media. There was a positive relationship between perception of environmental factors to perception of dengue threat, perception of program constraints, perception of program benefits, and perception of digital technology needs. Perception of program benefits and threatened perception of dengue have a positive relationship with perception of digital technology needs. Conclusions: This model showed the variables perception of digital technology and perception of benefits had a positive association with attitude towards dengue control.

Research on the Structural Relationship of Online Persistent Purchase of Museum Cultural and Creative Products in the Context of Digitalization

With the development and support of modern technologies such as digital media and online live stream, it has become an effective way to promote the online transaction of museum cultural and creative products. Based on the Technology Acceptance Model combined with the Post-Acceptance Model of Information System Continuance and the theories on customer satisfaction index, this research introduces perceived interest (PI) and media richness (MR) as variables and constructs a model of the influencing factors of online consumers' persistent purchase (PP) of museum products. The research model and related hypotheses were verified through structural equation modeling (SEM). The research found that perceived value (PV) and satisfaction (SAT) are the key variables that have impact on the PP of consumers. Perceived quality, brand trust, MR, PI, and perceived usefulness have significant effects on PV and SAT. Involvement in purchasing decisions positively moderates the impact on SAT of PV. The conclusion can be referred to for operators and product developers.