Explaining Multidimensional Facebook Benefits: A Task-Technology Fit Approach

Bravo, Edgardo R.; Bayona, Hugo A.

doi:10.24251/hicss.2020.547

Cited by 3 publications

(1 citation statement)

References 44 publications

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“…TTF theory posits that the degree of congruence between the demands of a given task and the capabilities of a particular technology signi cantly impacts the level of user acceptance and pro ciency in utilising said technology. The signi cance of incorporating task-related variables, such as intricacy, interconnectivity, and novelty, in conjunction with technologyrelated variables, is underscored by TTF in the examination of technology adoption (Bozaykut et al, 2016;Bravo & Bayona, 2020;G. Chen et al, 2015).…”

Section: Task Technology Fit (Ttf)mentioning

confidence: 99%

Predicting Adoption Intention of ChatGPT- A Study on Business Professionals of Bangladesh

Emon

2023

Preprint

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This study examines the adoption intention of ChatGPT, an AI-based tool, among business professionals. A sample of 350 participants was surveyed to gather data on demographic characteristics, attitudes towards AI, performance expectations, trust, effort expectancy, facilitating conditions, behavioral intention to use, and actual use of ChatGPT. The findings indicate that the respondents had a positive perception of ChatGPT, considering it as an efficient and convenient tool for academic and professional work. They reported that ChatGPT enabled them to accomplish tasks more quickly and increased their efficiency. The study also found that the majority of participants had a strong behavioral intention to use ChatGPT, and this intention strongly predicted their actual usage. Factors such as attitudes towards AI, performance expectations, trust, effort expectancy, and facilitating conditions significantly influenced adoption intention. Specifically, individuals with positive attitudes towards AI and higher expectations of performance were more likely to have a stronger intention to use ChatGPT. Moreover, trust in the tool, lower perceived effort required, and the presence of favorable conditions were associated with higher adoption intention. These findings highlight the importance of individuals' beliefs, perceptions, and contextual factors in shaping their adoption intention of AI technologies. The study concludes that promoting the perceived benefits and usefulness of ChatGPT, building trust in its capabilities, minimizing perceived effort required, and creating facilitating conditions are crucial for encouraging the adoption of AI technologies among business professionals. The insights from this study can inform developers and organizations in enhancing the adoption and effective usage of ChatGPT and similar AI tools.

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Section: Task Technology Fit (Ttf)mentioning

confidence: 99%

Predicting Adoption Intention of ChatGPT- A Study on Business Professionals of Bangladesh

Emon

2023

Preprint

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A Task-Technology-Identity Fit Model of Smartwatch Utilisation and User Satisfaction: A Hybrid SEM-Neural Network Approach

2022

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Smartwatches are wearable devices intended to be smartphone companions that capture health data and ease access to notifications. They have also become personalisable standing as a fashion statement. This combination resulted in staggering adoption rates recently leading to question whether smartwatch users’ choice and use satisfaction emerge from utility features or from its fashion characteristics. This paper proposes and validates a fit theory to investigate the antecedents of adopters’ satisfaction. Besides evaluating fit with identity, the model assesses both perceived and actual task-technology fit of smartwatches. A questionnaire-based quantitative approach is used to collect data from about 300 smartwatch users in Qatar. To test the proposed model, data is analysed using structural equation modeling (SEM) and artificial neural networks (ANN). Furthermore, ANN sensitivity analysis ranks the importance of the fit factors affecting users’ choice during pre- and post-adoption stages. Both task-technology and technology-identity fit factors are quasi-equally important in explaining 62% of satisfaction variance. ANN analysis revealed that post-adoption satisfaction is primarily attributed to smartwatches’ ability to fit with users’ identity and secondarily to its perceived fit with tasks. Nevertheless, pre-adoption choice of smartwatches is mainly guided by their functionality. This paper is the first to propose and validate an integrated task-technology-identity fit model to explain smartwatch utilization and users’ satisfaction. The originality also lies in assessing actual task-technology fit and as perceived by users. Employing two modes of analysis revealed extra insights too.

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Use of emerging social media platforms in reshaping the UAE Islamic banks’ promotional strategies

Muhammad,

Basha,

AlHafidh

2023

JIMA

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Purpose This paper aims to investigate customer attitude towards the use of emerging social media platforms (SMPs) for promotional activities by United Arab Emirates (UAE)-based Islamic banks, particularly, in the post-COVID-19 era. The key drivers of this research include analysing, anticipating and providing recommendations to reinvigorate the marketing and promotional strategies of the UAE Islamic banks to spark renewed customer interest. Design/methodology/approach This study is anticipatory and descriptive in nature. Primary data is used to understand customer perception towards the use of emerging social media marketing tools by the UAE-based Islamic banks. Reliability, factor analysis and multiple regression analysis are applied to understand customer attitude. While focusing on the current COVID-19 scenario, the need for innovative structure is envisaged to meet the post-COVID-19 needs. Findings The findings of this research highlight the significance of emerging SMPs such as WhatsApp, TikTok, Pinterest, Viber, Snapchat and their application as promotional tools to inspire the purchase intention of customers in this virtual age. The results of the study reveal these emerging SMPs are predicted to be used as the preferred promotional tools for Islamic banks. Research limitations/implications This paper is limited to the UAE Islamic banks and to a specified set of SMPs as promotional tools. Nevertheless, its findings have important implications that can be extended and validated through studying the post-COVID-19 customer attitude towards other innovative promotional tools used by commercial banks in general and Islamic banks in particular, in the GCC and Middle East and North Africa (MENA) regions. Originality/value There is currently limited available research on the innovative social media marketing techniques and promotional strategies. This study is a novel attempt to examine the adoption of the emerging SMPs as promotional tools by the UAE Islamic banks. This paper extends value to the existing studies on the impact of the pandemic on the promotional activities of the UAE Islamic banking industry. Nonetheless, while regionally specific, it is valuable in its potential application to the Islamic banking sector in the entire GCC and MENA region in the post-COVID-19 era.

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Explaining Multidimensional Facebook Benefits: A Task-Technology Fit Approach

Cited by 3 publications

References 44 publications

Predicting Adoption Intention of ChatGPT- A Study on Business Professionals of Bangladesh

Predicting Adoption Intention of ChatGPT- A Study on Business Professionals of Bangladesh

A Task-Technology-Identity Fit Model of Smartwatch Utilisation and User Satisfaction: A Hybrid SEM-Neural Network Approach

Use of emerging social media platforms in reshaping the UAE Islamic banks’ promotional strategies

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