Continuous usage intention of mobile health services: model construction and validation.

BACKGROUND: Mobile health (mHealth) services can not give full play to their value if only it is used in the short term, and their continuous usage can achieve better effects in health management. This study aims to explore the factors that affect continuous usage intentions of mHealth services and their mechanism of action. METHODS: First, considering the uniqueness of health services and social environmental factors, this study constructed an extended Expectation Confirmation Model of Information System Continuance (ECM-ISC) to investigate factors that may influence the intention of continuous usage of mHealth services based on three dimensions, namely individual characteristics, technology and environment. Second, the survey method was used to validate the research model. The questionnaire items were derived from validated instruments and discussed by experts and data were collected both online and offline. The structural equation model was used for data analysis. RESULTS: There were 334 avidity questionnaires through cross-sectional data and these participants had used mHealth services ever. The reliability and validity of the test model were good, in which Cronbach's Alpha values of 9 variables exceeded 0.9, composite reliability 0.8, the average variance extracted value 0.5, and the factor loading 0.8. The modified model had a good fitting effect and strong explanatory power. It accounted for 89% of the variance in expectation confirmation, 74% of the variance in perceived usefulness, 92% of the variance in customer satisfaction, and 84% of the variance in continuous usage intention. Compared with the initial model hypotheses, perceived system quality was deleted according to the heterotrait-monotrait ratio, so paths related to it were deleted; perceived usefulness wasn't positively associated with customer satisfaction, and its path was also deleted. Other paths were consistent with the initial hypothesis. The two new added paths were that subjective norm was positively associated with perceived service quality (ß = 0.704, P < 0.001), and perceived information quality (ß = 0.606, P < 0.001). Electronic health literacy (E-health literacy) was positively associated with perceived usefulness (ß = 0.379, P < 0.001), perceived service quality (ß = 0.200, P < 0.001), and perceived information quality (ß = 0.320, P < 0.001). Continuous usage intention was influenced by perceived usefulness (ß = 0.191, P < 0.001), customer satisfaction (ß = 0.453, P < 0.001), and subjective norm (ß = 0.372, P < 0.001). CONCLUSIONS: The study constructed a new theoretical model including E-health literacy, subjective norm and technology qualities to clarify continuous usage intention of mHealth services, and empirically validated the model. Attention should be paid to E-health literacy, subjective norm, perceived information quality, and perceived service quality to improve continuous usage intention of users and self-management by mHealth Apps managers and governments. This research provides solid evidence for the validity of the expanded model of ECM-ISC in the mHealth field, which can be a theoretical and practical basis for mHealth operators' product research and development.

The Usage of Digital Health Technology Among Older Adults in Hong Kong and the Role of Technology Readiness and eHealth Literacy: Path Analysis.

BACKGROUND: Although digital health technologies (DHTs) help many people maintain a healthy life, including those of advanced age, these technologies are of little use to older adult populations if they are not being adopted in daily life. Thus, it is critical to identify ways to help older adults recognize and try new technologies and maintain their use of them to maximize the benefits of these technologies in a digital-based society. OBJECTIVE: Our study aimed (1) to assess the current usage of DHT among older adults in Hong Kong and (2) to examine how high and low levels of eHealth literacy in this group affects the relationship between the Technology Readiness and Acceptance Model (TRAM) and attitudes and intention toward DHT. METHODS: A total of 306 adults over 60 years of age in Hong Kong participated in this study. After conducting confirmatory factor analysis to validate the measurement model, the hypothesized model was tested using structural equation modeling. RESULTS: Optimism was significantly related to perceived usefulness, while optimism, innovativeness, and discomfort were significantly associated with perceived ease of use. Both perceived usefulness and perceived ease of use were significantly linked to attitude toward the use of DHTs. Meanwhile, attitude significantly predicted usage intention. Additionally, the results revealed the differences in the relationships of the TRAM between participants with high and low levels of eHealth literacy. The influence of optimism and innovativeness on perceived ease of use was stronger for the higher-level group than for the lower-level group, and the influence of discomfort for the higher-level group was much weaker. CONCLUSIONS: The findings provided partial support for the impact of eHealth literacy on encouraging older adults to use DHT and obtain health benefits from it. This study also suggests providing assistance and guidelines for older adults to narrow the aging-related technology gap and to further explore the associations of eHealth literacy, the TRAM, and actual behaviors.

Discovering the processes of undergraduate hospitality students' acceptance of facebook teaching interventions.

Technology drives innovation and reform in hospitality education, and Facebook has become a popular educational tool to facilitate students' classroom interactions. Understanding hospitality students' attitudes toward Facebook teaching interventions is important. Based on a survey of 289 undergraduate hospitality students, first, we expand the scope of the technology acceptance model (TAM) in this study, which integrates the two factors of social interaction and information exchange into the research structure. Second, this study also proposes a new moderated mediation model to account for the internal mechanism underlying Taiwanese undergraduate hospitality students' acceptance of Facebook teaching interventions in terms of perceived usefulness and ease of use. We illuminate the foundation of the application of Facebook media technology to teaching in hospitality higher education. The theoretical contributions and educational implications of this research are also discussed.

Understanding college students' continuous usage intention of asynchronous online courses through extended technology acceptance model.

Asynchronous online learning has gained great popularity in higher education, especially due to the recent COVID-19 pandemic. However, few studies have investigated how to maintain students' continuous usage intention of asynchronous online courses in the context of higher education. This study incorporated four key factors (intrinsic motivation, extrinsic motivation, perception of multiple sources, and cognitive engagement) associated with students' continuous usage intention of asynchronous online courses into technology acceptance model (TAM) to identify the influencing factors on students' continuous usage intention. A survey with 325 college students was conducted to explore their continuous usage intention of asynchronous online courses and structural equation modeling analysis was carried out to analyze the relationships between the key influencing factors and students' continuous usage intention. The results showed that cognitive engagement was the only factor that directly related to continuous usage intention. Intrinsic motivation, extrinsic motivation, and perception of multiple sources indirectly correlated with students' continuous usage intention through different pathways. The results of the study have several theoretical and practical implications. Theoretically, the study verified what key learning factors incorporated into TAM and in what way they relate to the continuous usage intention of asynchronous online courses. Practically, the present study indicated that it is required to take intrinsic motivation, extrinsic motivation, perception of multiple sources, cognitive engagement and TAM into consideration when designing and conducting asynchronous online learning courses to ensure college students' continuous usage intention of asynchronous online courses.

Middle-aged and elderly users' continuous usage intention of health maintenance-oriented WeChat official accounts: empirical study based on a hybrid model in China.

BACKGROUND: Although middle-aged and elderly users are the main group targeted by health maintenance-oriented WeChat official accounts (HM-WOAs), few studies have explored the relationship of these accounts and their users. Exploring the factors that influence the continuous adoption of WOAs is helpful to strengthen the health education of middle-aged and elderly individuals. OBJECTIVE: We developed a new theoretical model and explored the factors that influence middle-aged and elderly individuals' continuous usage intention for HM-WOA. Performance expectancy mediated the effects of the model in explaining continuous usage intention and introduced health literacy into the model. METHODS: We established a hybrid theoretical model on the basis of the unified theory of acceptance and use of technology 2 model (UTAUT2), the health belief model (BHM), protection motivation theory (PMT), and health literacy. We collected valid responses from 396 middle-aged and elderly users aged ≥ 45 years in China. To verify our hypotheses, we analyzed the data using structural equation modeling. RESULTS: Performance expectancy (ß = 0.383, P < 0.001), hedonic motivation (ß = 0.502, P < 0.001), social influence (ß = 0.134, P = 0.049), and threat appraisal (ß = 0.136, P < 0.001) positively influenced middle-aged and elderly users' continuous usage intention. Perceived health threat (ß = - 0.065, P = 0.053) did not have a significant effect on continuous usage intention. Both threat appraisal (ß = 0.579, P < 0.001) and health literacy (ß = 0.579, P < 0.001) positively affected performance expectancy. Threat appraisal indirectly affected continuous usage intention through performance expectancy mediation. CONCLUSIONS: Our new theoretical model is useful for understanding middle-aged and elderly users' continuous usage intention for HM-WOA. Performance expectancy plays a mediation role between threat appraisal and continuous usage intention, and health literacy positively affects performance expectancy.

Effects of user experiences on continuance intention of using immersive three-dimensional virtual reality among institutionalized older adults.

AIM: To evaluate the acceptance of three-dimensional virtual reality programs and to explore the factors influencing the acceptance of the programs among the institutionalized older adults. DESIGN: A cross-sectional explanatory study. METHODS: A total of 71 residents completed the program successfully. They were invited to join a 9-week program included eight activities related to horticultural therapy in a virtual environment. Data were collected by structured questionnaires from August 2018 to February 2019. Ten association hypotheses were derived from the literature review. Partial least squares structural equation modelling was used to examine the proposed hypotheses. RESULTS: Program acceptance was defined as virtual reality practices and continuous usage intention. Frequency of practice was about 12 times during 9-week free-trial period, and the score of continuance usage intention was 13.06 (maximum value of 15). The findings indicated that virtual reality practices were significantly affected by presence and the presence was significantly affected by involvement and interactivity. Continuance usage intention was significantly affected by involvement; and involvement was significantly affected by interactivity. However, continuance usage intention was not significantly influenced by virtual reality practices. CONCLUSIONS: The findings supported that immersive three-dimensional virtual reality program was accepted by the institutionalized older adults. The acceptance, in terms of virtual reality practices and continuous usage intention, was influenced by different paths. The findings have a potential impact on the design of virtual reality technology for the care of institutionalized older adults. IMPACT: What problem did the study address? There were controversial findings about the acceptance of immersive 3D virtual reality program among older adults. What were the main findings? Interactivity advanced the sense of presence and, thus, resulted in a higher frequency of virtual reality practices. Interactivity enhanced perception of involvement, thus, contributing to an increased intention of continuous usage Where and on whom will the research have an impact? The immersive 3D virtual reality program was appropriate for older adults, even for first time users or individuals aged over 80 years. The findings revealed new insights for developing immersive 3D virtual reality programs for the older adults.

Exploring the influence of anthropomorphic appearance on usage intention on online medical service robots (OMSRs): A neurophysiological study.

Online medical service robots (OMSRs) are becoming increasingly important in the medical industry, and their design has become a highly focused issue. This study investigated the neuroeconomics underlying the formation of usage intention, specifically evaluating the impact of anthropomorphic appearance and age on users' intentions to use OMSRs. Event-related potentials were used to analyze electroencephalography signals recorded from participants. This study found that OMSRs with a low anthropomorphic appearance induced larger P200 and P300 amplitudes, resulting in increased attentional resources compared to OMSRs with a moderate or high anthropomorphic appearance. OMSRs with moderate anthropomorphic appearances captured more attention and elicited larger P200 and P300 than those with high anthropomorphic appearances. Regarding age characteristics, OMSRs with senior features attracted more attention and induced larger P200 and P300 amplitudes. In terms of usage intention, compared to the others, users demonstrate a stronger usage intention towards the low anthropomorphism of OMSRs. Additionally, compared to the senior ones, users also exhibit a stronger usage intention toward a young appearance of OMSRs. These findings provide valuable insights for robot designers and practitioners to improve the appearance of OMSRs.

The Influence of Incentive-Based Mobile Fitness Apps on Users' Continuance Intention With Gender Moderation Effects: Quantitative and Qualitative Study.

BACKGROUND: A survey conducted by McKinsey & Company reported that, as of May 2022, as many as 26% of Indonesians had recently started to engage actively in physical activity, 32% undertook regular physical activity, and 9% exercised intensely. The Fourth Industrial Revolution has spurred the rapid development of mobile fitness apps (MFAs) used to track people's sports activities. However, public interest in using these apps for any length of time is still relatively low. OBJECTIVE: In this study, we aimed to determine the effect of incentives (eg, self-monitoring, social support, platform rewards, and external influence) on the use of MFAs and the moderating effect of gender on users' continuance usage intention. METHODS: The study used a mixed methods approach. Quantitative data were collected through a web-based questionnaire and qualitative data from interviews with 30 respondents. The quantitative data, collected from 379 valid responses, were processed using covariance-based structural equation modeling. The qualitative data were processed using thematic analysis. The MFAs included in this research were those used as sports or physical activity trackers, such as Apple Fitness, Strava, Nike Run Club, and Fita. RESULTS: The results of the data analysis show that 3 groups of incentives, namely, self-monitoring, platform rewards, and external influence (with the exception of social support), affect the perceived usefulness of these apps. Gender was also shown to moderate user behavior in relation to physical activity. The study showed that women were more likely to be motivated to exercise by social and external factors, while men paid greater attention to the tracking features of the app and to challenges and rewards. CONCLUSIONS: This research contributes to the field of health promotion by providing guidance for MFA developers.

Exploring the Chatbot usage intention-A mediating role of Chatbot initial trust.

Chatbots, an integral part of Digitalization, are becoming the cornerstone of modern-day marketing practices. This study's main objective is to identify the Chabot traits that have a bearing on users' confidence, acceptability, and engagement. Chatbots hold much potential for customer support in terms of service efficiency, cost savings, and customer experience. In addition to saving business costs, chatbots improve customer engagement, by reducing time and effort they need to spend in doing their business transactions. Aspiring, well-educated, and tech-savvy Gen Z customers perceive chatbots as highly compatible with their preferred method of seeking product-related information. As chatbots play a significant role in the marketing process, this study aims to identify the chatbot traits that influence customers' confidence, acceptance, and engagement with chatbots. Using the PLS-SEM tool/technique we computed a structural equation measurement model to test the traits leading to Chabot trust. The study also found that perceived ease of use, performance expectations, and social influence of chatbots are all greatly enhanced by trust on the part of the customers. Detailed statistical analysis showed that the trust that consumers have in chatbots strongly influences consumers' intentions, loyalty, and engagement levels. While gender had no impact on consumer intentions to use chatbots, the age of the respondents played a substantial role in their plans to use chatbots.

Gender effect in human-machine communication: a neurophysiological study.

Purpose: This study aimed to investigate the neural mechanism by which virtual chatbots' gender might influence users' usage intention and gender differences in human-machine communication. Approach: Event-related potentials (ERPs) and subjective questionnaire methods were used to explore the usage intention of virtual chatbots, and statistical analysis was conducted through repeated measures ANOVA. Results/findings: The findings of ERPs revealed that female virtual chatbots, compared to male virtual chatbots, evoked a larger amplitude of P100 and P200, implying a greater allocation of attentional resources toward female virtual chatbots. Considering participants' gender, the gender factors of virtual chatbots continued to influence N100, P100, and P200. Specifically, among female participants, female virtual chatbots induced a larger P100 and P200 amplitude than male virtual chatbots, indicating that female participants exhibited more attentional resources and positive emotions toward same-gender chatbots. Conversely, among male participants, male virtual chatbots induced a larger N100 amplitude than female virtual chatbots, indicating that male participants allocated more attentional resources toward male virtual chatbots. The results of the subjective questionnaire showed that regardless of participants' gender, users have a larger usage intention toward female virtual chatbots than male virtual chatbots. Value: Our findings could provide designers with neurophysiological insights into designing better virtual chatbots that cater to users' psychological needs.

Peer or tutor? The congruity effects of service robot role and service type on usage intention.

The invention of service robots has reduced the labor cost and improved enterprises' efficiency and service quality. However, it is still difficult to enhance consumers' intention to use robot-by-robot design efficiently. Based on social roles of anthropomorphic cues, service robots can be divided into peer (e.g., kind and amiable friends) or tutor (e.g., authoritative and professional experts) robots. From a matching perspective, this paper investigates (1) whether robot role and service type have an impact on consumers' intention to employ service robots in different ways, and (2) how cognitive trust and affective trust can play a mediating role during this process. In this paper, the authors conducted an online a scenario-based experiment and collected a valid sample of 332 consumers. The results show that the participants are more willing to apply the tutor robot in the scenario of utilitarian service, and the peer robot in the scenario of hedonic service. In addition, cognitive trust and affective trust have a matching mediation effect. Specifically, for the utilitarian service, cognitive trust mediates the effect of robot role on consumers' intention to adopt the robots, while the mediating effect of affective trust is not significant. As for the hedonic service, affective trust mediated the effect of robot role on the intention to use, whereas the mediating effect of cognitive trust is not significant.

Research on an evaluation rubric for promoting user's continuous usage intention: a case study of serious games for Chinese cultural heritage.

The sustainable development of serious games dedicated to Chinese cultural heritage faces challenges due to the lack of prolonged user engagement and iterative optimization based on long-term user feedback. This situation not only hinders the sustainable growth of these games but also limits the transmission of Chinese cultural heritage, a problem that demands urgent attention yet remains under-acknowledged. This study synthesizes literature to unearth user needs from three dimensions: motivational use, quality requirements of games, and continuous usage intention. It identifies 14 influential factors, including cognitive satisfaction, immersion satisfaction, and achievement satisfaction. Drawing from the User Experience Rubric for Educational Games-CH (UEREG-CH) evaluation rubric and the Delphi method, these factors are expanded into an evaluation system model comprising six primary indicators, 14 secondary indicators, and 38 tertiary indicators. The analytic hierarchy process (AHP) is utilized for expert scoring to assign weights to each indicator. This is combined with the fuzzy comprehensive evaluation method to arrive at a final user score of Z = 3.4228, indicating that the evaluation rubric is close to 'good' and has received positive user feedback. Ultimately, this generates an evaluation rubric tailored to the specific context of serious games for cultural heritage. By integrating qualitative and quantitative methods, this paper confirms the scientific and rational nature of the evaluation rubric. The study aims to establish a user-approved rubric that encourages continuous usage intention, thereby providing effective guidance for game developers and assisting users in selecting appropriate games, while also addressing the theoretical gap in the field of evaluation for serious games related to cultural heritage.

Impact of health science popularization videos on user perceived value and continuous usage intention: based on the C-A-C and ECM model framework.

Objective: To enhance individuals' sustained intention to use health science popularization videos, this study investigated the path relationships and influencing mechanisms of health science popularization video factors on users' perceived value, expectancy confirmation, enjoyment, satisfaction, trust, and continuous usage intention based on the cognitive-affective-conative and expectation-confirmation model theoretical framework. Methods: This study adopted a cross-sectional design and collected data using self-administered questionnaires. The hypotheses were analyzed using the smart partial least squares (Smart-PLS) structural equation modeling method with a dataset containing 503 valid responses. Subsequently, comprehensive data analysis was conducted. Results: Blogger and video quality factors present in health science popularization videos substantially influenced users' perceived value (p < 0.001). Furthermore, users' expectancy confirmation exerted a positive influence on both users' perceived value (p < 0.001) and satisfaction (p < 0.01). Perceived value, in turn, positively impacted satisfaction (p < 0.001) and pleasure (p < 0.001). User satisfaction (p < 0.001) and pleasure (p < 0.001) directly enhanced trust, which, in turn, significantly and directly impacted continuous usage intention (p < 0.001). Discussion: This study offers both theoretical and practical insights into enhancing the quality of health science popularization videos. From a theoretical perspective, it expands upon the cognitive-affective-conative and expectation-confirmation model theoretical frameworks, enriches the theoretical model, and offers theoretical references for future research in this domain. From a practical perspective, enhancing the overall quality of health science popularization content significantly influences users' perceived value, emotional engagement, and continued usage intention to engage with the content.

Factors affecting the acceptance of teledentistry determined using the technology acceptance model: A cross-sectional study.

Objective: The aim of this pilot study is to identify the main predictors and barriers that influence user intention to adopt teledentistry services among the Saudi population. Methods: A total of 426 respondents completed a questionnaire. Our study used the technology acceptance model to predict how users will adopt teledentistry. An analysis of the factors that influence patient users' intention to utilize teledentistry was conducted using partial least square structural equation modeling. Results: Among the factors that influenced the intention to use teledentistry services, social influence positively affected the intention (ß = 0.18, t = 2.19, p-value = 0.03), whereas perceived risk negatively affected it (ß = -0.21, t = 2.69, p-value =0.01). Conclusion: The perception of risk was a major barrier to the adoption of teledentistry services, while social influence was a significant positive predictor. Using the findings of the study, policymakers and health service providers can gain a better understanding of the factors influencing the implementation of teledentistry.

The Role of Emotional Responses in the VR Exhibition Continued Usage Intention: A Moderated Mediation Model.

During COVID-19, many renowned galleries and art fairs used Virtual Reality (VR) exhibitions for art information dissemination and online displays. To avoid the risks of offline viewing of exhibitions, users can access a web-based VR exhibition platform for remote appreciation of artworks, gaining a rich art experience and thus contributing to physical and mental health. The reasons affecting users' continued usage intentions are not clear enough in the existing studies of VR exhibitions. Therefore, further studies are needed. This paper explores the relationship between users' escapist experience, aesthetic experience, presence, emotional responses, and continued usage intention through a survey of VR exhibition users. The survey data were collected from 543 users who had experienced the VR exhibition through an online survey website. The study results show that users' continued usage intentions are influenced by escapist experience and aesthetic experience. Presence plays a mediating role in the influence of escapist experiences and aesthetic experiences on continued usage intention. Emotional responses play a moderating role in the impact of user experience on continued usage intention. This paper provides a theoretical reference for the study of the impact mechanism of continued usage intention of VR exhibitions from the perspective of mental health. In addition, this study enables VR exhibition platforms to better understand the emotional state of users during art experiences to create and share healthy aesthetic information that can contribute to the management and enhancement of mental health. At the same time, it provides valuable and innovative guidance solutions for the future development of VR exhibitions.

Measuring sustainable development of intelligent tourism service system: analysis on the user's intention.

The intelligent tourism service system will help strengthen the management of scenic spots, improve tourism efficiency, and help improve the tourism ecological environment. At present, there are few researches on intelligent tourism service system. This paper attempts to sort out the literature and build structural equation model based on UTAUT2 model (UTAUT is short for Unified Theory of Acceptance and Use of Technology) to analyze the factors that affect the users' willingness of use the intelligent tourism service system (ITSS) in scenic spots. The results show that (1) the effects of the factors affecting the users' intention to use the ITSS of tourist attractions are facilitating conditions (FC), social influence (SI), performance expectation (PE), and effort expectation (EE), (2) Both PE and EE can directly affect the user's intention to use ITSS, while EE indirectly affects the user's intention through PE. (3) SI and FC have a direct impact on the UI of ITSS. The simplicity of use on intelligent tourism application system products can significantly affect the user satisfaction index and product loyalty of the users. In addition, the usefulness factor of perception system and the risk factor of user perception system coexist, with the synergistic effect positively affects the ITSS and use behavior of the whole scenic spot. The main results provide theoretical basis and empirical support for the sustainable and efficient development of ITSS.

Exploring the Influential Factors of Personal Media Bloggers on Followers' Continuous Following Intention Based on Relationship Marketing Theory.

The use of personal media has become increasingly popular in recent years. However, gaining and retaining followers has become increasingly challenging, given the fierce competition among bloggers and the constant changes in personal media. In this context, this study aims to explore the factors that influence followers' continued usage intentions toward personal media bloggers and strategies to improve their loyalty. Drawing upon the theory of relationship marketing, a structural model is constructed to examine the impacts and mechanisms of personal media bloggers' attributes and communication on social presence, fanship, intention to use, and word of mouth. This research focuses on two dimensions of personal media bloggers' attributes: expertise and attractiveness. A sample of 155 highly active personal media users in China was collected through a questionnaire for analysis and validation. The findings reveal that expertise and communication have positive impacts on followers' intentions to continue following a blogger, while attractiveness has a significant, positive, and direct impact on word of mouth. Furthermore, this study shows that social presence and fanship play mediating roles in the effects of expertise and communication on followers' usage intentions and word of mouth. The research results provide valuable insights for personal media operators and marketers seeking to improve followers' loyalty and encourage potential users to become more loyal fans.

Factors affecting accommodation hosts' willingness to use ground-source heat pumps (GSHPs).

Clean energy products have increased market share over the past few years. The ground-source heat pumps (GSHPs), however, do not enjoy such a favorable status in China. This research uses the theory of planned behavior to investigate accommodation operators' readiness to adopt GSHPs and the factors that impact their decision. A total of 251 accommodation operators across the nation were investigated. The results show that, financial benefits and policy privilege play a significant positive role in promoting the installation of GSHPs, while the deterrents include installation cost, installation condition, and technical maturity. Unlike previous studies, environmental awareness does not contribute significantly. The insights reached in this research can be used to guide future improvements in ground source heat pump technology, as well as serve as a resource for relevant government departments in developing effective marketing campaigns.

Omnichannel Retailing in Light of Psychological Factors: A Mediated Model.

Purpose: Retail businesses have been seeing dramatic changes in the last decades. It has evolved from single-channel retailing to omnichannel retailing, providing a seamless shopping experience to customers. Customers armed with modern technology are creating challenges for retailers and forcing them to create an omnichannel environment. So, implementing an omnichannel retailing strategy is a big challenge for retail managers in the age of modern technologies. Retailers could evaluate consumers' usage intention of omnichannel retailing based on technological and psychological factors. However, research based on psychological factors is limited in the prevailing literature on omnichannel retailing. Based on the Motivational Model (MM) and Big-Five Factors (BFF) of personality traits, the study tried to fill the gap regarding the influence of psychological factors on omnichannel usage intention. Methods: A sample of 724 respondents through a structured questionnaire from a developing economy. The target population of the current study was internet users, as they might be prospective Omni shoppers in the near future. Relationships were tested through Structural Equation Modeling (SEM) with AMOS 23. Results: Results revealed that personality traits directly correlate with omnichannel usage intention, while motivations (intrinsic and extrinsic) partially mediate these relationships. Moreover, the results of the current study also revealed that the personality traits extraversion, agreeableness, and conscientiousness are vital antecedents of behavioral intention. Intrinsic and extrinsic motivations positively impact consumers' usage intention, while extrinsic motivation partially mediates intrinsic motivation and consumers' usage intention. Additionally, full mediation prevails in the association of consumers' usage intention and personality traits (emotional stability and Openness to experiences). Originality: The domino effects provide a solid theoretical milestone in understanding the phenomenon of omnichannel retailing strategy and facilitates marketing managers to design channel strategies for emerging economics.

User experience evaluation of a 3D virtual reality educational program for illegal drug use prevention among high school students: Applying the decomposed theory of planned behavior.

Objective: To evaluate user acceptability of an immersive three-dimensional virtual reality program for preventing illegal drug use and identify factors associated with continuous usage intention of three-dimensional virtual reality learning among high school students based on the decomposed theory of planned behavior. Methods: In this cross-sectional observational study, we developed five educational modules and serious games based on three-dimensional virtual reality technology. Ninety student-participants' experiences were assessed by a structured questionnaire based on the decomposed theory of planned behavior variables. We applied partial least squares structural equation modeling to examine the correlates of continuous usage intention. Results: The proposed model demonstrated an acceptable fit to the observed data. Eight of the 11 hypotheses based on the decomposed theory of planned behavior were supported. Continuous usage intention was significantly associated with attitudes, subjective norms, and perceived behavioral control; these variables explained 55.4% of the variance in continuous usage intention. Perceived usefulness and compatibility were significant antecedents of attitude. The significant antecedent of subjective norms was support from school staff. Self-efficacy and resource-facilitating conditions were significant antecedents of perceived behavioral control. Conclusions: Our findings support the applicability of the decomposed theory of planned behavior as a framework for evaluating a three-dimensional virtual reality program for illegal drug use. We recommend that the program be included as teaching material for illegal drug prevention education in senior high schools.