In the era when online shopping economy and online economy increasingly dominate social consumption,WeChat shopping has increasingly become a way that everyone accepts and is willing to try.This study applied Technolo...In the era when online shopping economy and online economy increasingly dominate social consumption,WeChat shopping has increasingly become a way that everyone accepts and is willing to try.This study applied Technology Acceptance Model commonly used in the field of information technology and rational behavior theory to the field of consumer behavior,and used the perceived ease of use and perceived usefulness in the technology acceptance model to explain consumers'willingness to use WeChat shopping.At the same time,the moderating effect of consumer innovativeness was also studied.The empirical results show that the main effect of perceived ease of use and usefulness is significant,and the moderating effect of consumer innovativeness is not significant.Based on the research results,the study puts forward the corresponding countermeasures and suggestions.展开更多
This study investigates the adoption of carbon footprint tracking apps(CFAs)among Thai millennials,a critical element in addressing climate change.CFAs have yet to gain significant traction among users despite offerin...This study investigates the adoption of carbon footprint tracking apps(CFAs)among Thai millennials,a critical element in addressing climate change.CFAs have yet to gain significant traction among users despite offering personalized missions.Employing an extended Technology Acceptance Model(TAM)framework,we examine factors influencing CFA adoption intentions based on a sample of 30 environmentally conscious Thai millennials.Our findings indicate that perceived ease of use and enjoyment are crucial drivers of CFA adoption.Trust significantly impacts perceived usefulness,while enjoyment influences perceived ease of use.The study underscores the importance of user experience(UX)and enjoyment in driving adoption,highlighting the need for intuitive interfaces and engaging features.This research provides comprehensive insights into CFA adoption in Thailand by integrating TAM with external trust and perceived enjoyment factors.These findings offer valuable guidance for app developers,policymakers,and marketers,emphasizing the critical role of user experience and fun in fostering widespread CFA adoption.We discuss implications for stakeholders and suggest directions for future research,including larger-scale studies and cross-cultural comparisons within Southeast Asia.This research contributes to SDG 13(Climate Action)and SDG 12(Responsible Consumption and Production).展开更多
基金supported by MOE(Ministry of Education in China)Project of Humanities and Social Sciences(No.20YJC630022)Shandong Province Natural Science Foundation(No.ZR2017MG033)Fundamental Research Funds for the Central Universities(No.HIT.HSS.201875).
文摘In the era when online shopping economy and online economy increasingly dominate social consumption,WeChat shopping has increasingly become a way that everyone accepts and is willing to try.This study applied Technology Acceptance Model commonly used in the field of information technology and rational behavior theory to the field of consumer behavior,and used the perceived ease of use and perceived usefulness in the technology acceptance model to explain consumers'willingness to use WeChat shopping.At the same time,the moderating effect of consumer innovativeness was also studied.The empirical results show that the main effect of perceived ease of use and usefulness is significant,and the moderating effect of consumer innovativeness is not significant.Based on the research results,the study puts forward the corresponding countermeasures and suggestions.
文摘This study investigates the adoption of carbon footprint tracking apps(CFAs)among Thai millennials,a critical element in addressing climate change.CFAs have yet to gain significant traction among users despite offering personalized missions.Employing an extended Technology Acceptance Model(TAM)framework,we examine factors influencing CFA adoption intentions based on a sample of 30 environmentally conscious Thai millennials.Our findings indicate that perceived ease of use and enjoyment are crucial drivers of CFA adoption.Trust significantly impacts perceived usefulness,while enjoyment influences perceived ease of use.The study underscores the importance of user experience(UX)and enjoyment in driving adoption,highlighting the need for intuitive interfaces and engaging features.This research provides comprehensive insights into CFA adoption in Thailand by integrating TAM with external trust and perceived enjoyment factors.These findings offer valuable guidance for app developers,policymakers,and marketers,emphasizing the critical role of user experience and fun in fostering widespread CFA adoption.We discuss implications for stakeholders and suggest directions for future research,including larger-scale studies and cross-cultural comparisons within Southeast Asia.This research contributes to SDG 13(Climate Action)and SDG 12(Responsible Consumption and Production).
