Augmented reality (AR) technology is a computer-generated object that allows users to enrich the experience of products virtually with graphics, images, etc. Due to a lack of studies in developing countries like Malaysia, more studies are necessary to understand the pressing factors of diffusing AR technology for the flourishing retail industry. This research aimed to explore the factors affecting the adoption of AR technology in the retail sector through an extension of the technology acceptance model (TAM). The conceptual model was developed based on additional open-innovation-related constructs to the existing TAM constructs. To test the model, data were collected from 233 retail stores in Malaysia using a structured questionnaire survey. The PLS-based structural equation modeling technique was used to analyze the data. The empirical results confirmed that, except for external support and trading partner pressure, other factors, including perceived usefulness, attitude, competitive pressure, customer pressure, perceived cost, and technological knowledge have significant influences on the intention to use AR technology in retail stores. The attitude mediates the relationship between perceived usefulness and behavioral intention and the relationship between self-efficacy and behavioral intention. As operating cost was a critical factor, managers are advised to deliver various packages of after-sales services and free installation charges to curb expenses. This study improved TAM by offering a comprehensive model with cognitive and open innovation factors and provided suggestions for retail stores when they attempt to adopt AR technology to develop an open business model.

PurposeThis 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.Design/methodology/approachThe 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.FindingsThe 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.Originality/valueThis 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.

This study examines the factors affecting the adoption of artificial intelligence (AI) powered online service in the tourism and hospitality sector through an extension of the technology acceptance model (TAM) by including self-efficacy, subjective norms, technological knowledge, and perceived cost in the analysis. Data was collected from 336 respondents in Malaysia’s tourism and hospitality industry using the questionnaire survey. The empirical results confirmed that perceived usefulness, ease of use, attitude, cost, and technology knowledge significantly affected behavioral intention. Self-efficacy, perceived ease of use, and perceived usefulness affected the attitude towards AI. Attitude mediated the relationship between perceived ease of use and behavioral intention as well as the relationship between perceived usefulness and behavioral intention. This study contributes to enhancing AI's understanding of the tourism and hospitality industry context. This study also improves TAM by proposing a comprehensive model with cognitive external and technology-specific factors.

This study aimed to determine an efficient framework that caters to the security and consumer satisfaction for digital wallet systems. A quantitative online survey was carried out to test whether the six factors (i.e., transaction speed, authentication, encryption mechanisms, software performance, privacy details, and information provided) positively or negatively impact customer satisfaction. This questionnaire was divided into two sections: the respondents' demographic data and a survey on security factors that influence customer satisfaction. The questionnaires were distributed to the National University of Malaysia's professors and students. A sample of 300 respondents undertook the survey. The survey results suggested that many respondents agreed that the stated security factors influenced their satisfaction when using digital wallets. Previous studies indicated that financial security, privacy, system security, cybercrime, and trust impact online purchase intention. The proposed framework in this research explicitly covers the security factors of the digital wallet. This study may help digital wallet providers understand the customer's perspective on digital wallet security aspects, therefore motivating providers to implement appropriately designed regulations that will attract customers to utilize digital wallet services. Formulating appropriate security regulations will generate long-term value, leading to greater digital wallet adoption rates.