An integrated model of UTAUT2 to understand consumers' 5G technology acceptance using SEM-ANN approach

Abstract

It has been a decade since the first extensive study on the internet's adoption and use was conducted. Circumstances have changed in the last decade internet has become an essential need for every human being. Socio-psychological, economic, and personal factors play a significant role in shaping human behaviour. But their role in shaping consumer behaviour toward 5G is still unexplored. In order to determine the impact of socio-psychological elements on 5G technology adoption intention, the study integrated curiosity, perceived value, functional value, and environmental awareness into UTAUT2 and analyzed how they interact. Instead of relying on linear models, this study employed a dual-stage SEM-ANN approach because customers' decision-making process to adopt new technology is complex. Valid responses from 840 respondents were collected, investigated, and ranked using the deep learning ANN approach. All predictors were found statistically significant except social influence. ANN sensitivity analysis revealed that newly integrated predictors (environmental awareness, curiosity) are surprisingly the most important predictors, followed by facilitating conditions and perceived satisfaction. SEM-ANN hybrid two-step deep learning approach explained 83.6% variance higher than the baseline model (UTAUT2). The study improved UTAUT2 by adding new variables and expanding its canvas to predict user technology adoption. This will show how consumers react to 5G services and help telecoms grow into new markets.

A moderated mediation model to predict the adoption intention of renewable wind energy in developing countries

“…For the purpose of measuring the reaction, we have used a Likert scale of seven points, with "1 indicating strongly disagreeing and 7 as strongly agreeing." According to the findings of the aforementioned research, the Likert scale with seven points is superior to higher-order alternative scales since it is both more accurate and simpler to use [ 52 , 53 ]. Authors have received approval from the Beijing University of Technology’s Ethics committee to conduct this study.…”

Anatomy in the metaverse: Exploring student technology acceptance through the UTAUT2 model

“…Similarly, Mustafa et al. (2022), in their study to determine consumers' usage and acceptance levels of 5G technologies, found that hedonic motivation influenced behavioral intention. Aranyossy (2022), in his study on online theater applications, mentioned that hedonic motivation partially or completely substitutes or surpasses the effect of performance expectancy in the context of entertainment technology.…”

“…In contrast, Sunardi et al (2022) demonstrated that hedonic motivation is a significant predictor of behavioral intention in their study, which focused on augmented reality, and participants agreed that the environment was enjoyable and pleasurable. Similarly, Mustafa et al (2022), in their study to determine consumers' usage and acceptance levels of 5G technologies, found that hedonic motivation influenced behavioral intention. Aranyossy (2022), in his study on online theater applications, mentioned that hedonic Participants' likelihood of using the system increased when they perceived resources as sufficient.…”

“…However, Mustafa et al. (2022), in their research on the adoption factors of 5G technology, regarded facilitating conditions as an essential variable in the adoption of 5G technology.…”

“…who investigated augmented reality in video conferencing systems, found that facilitating conditions did not significantly influence behavioral intention. However,Mustafa et al (2022), in their research on the adoption factors of 5G technology, regarded facilitating conditions as an essential variable in the adoption of 5G technology.Regarding higher education and the use of metaverse,Khalil et al (2023) found that facilitating conditions did not significantly affect university students' intention to use metaverse for educational purposes. On the other hand,Chiao et al (2018) demonstrated that facilitating conditions significantly influenced usage behavior.…”