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This paper proposed an adaptation of the theory of planned behavior (TPB) model to study the factors influencing organic food purchase behavior in an emerging market. This research introduced household norms as an important factor that reflected the influence of household activities and family pressure on individuals to perform organic food purchase behaviors. The role of trust in organic food as a direct and a moderating factor was examined in the proposed framework as well.

The study proposed a model with 10 hypotheses from the literature review. The hypotheses were tested using data collected from 407 organic food customers in Hanoi, Vietnam. The partial least squares structural equation modeling (PLS-SEM) approach was used for analysis.

The results indicated that household norms played an important role influencing purchase intention and behavior. This research also showed that trust in organic food directly affected purchase intention and played a moderating role on the attitude towards organic food and purchase intention relationship. However, trust in organic food did not show moderating effects on other relationships in the model.

More context-specific reasons may be incorporated into the research model to better explain consumer purchase behaviors.

The role of household norms and its impact under TPB has not been investigated for organic food purchase behaviors, particularly in emerging markets.

The purpose of this paper is to show the adaptation of participatory concept: “from passive to active community” which is the key point to achieve successes of the case study project – a cultural village in Tam Thanh, Tam Ky, Quang Nam, Vietnam. Its achievements result from the employment of three principal steps including identifying core issues in the community, creating changes in human perceptions and living conditions, and demanding operation and maintenance of the community further. The project can seem to be an outstanding showcase for the applicability and possibility of other community projects around Vietnam.

The paper uses the previous community projects developed in Vietnam. However, they are less effective for the community in long-term due to ignoring/underestimating the role of local people. The case study is an impoverished residential neighbourhood in Tam Thanh, Quang Nam. The authors along with the colleagues observed and conducted the workshops on site to understand the problems, values and expectations of people and the land. The paper likes as a summary for achievements and lessons extracted from that field study. The comparison to the previous projects shows the efficiency of participatory design with the active involvement of the local community.

The practical experiences to find successes for the community projects in Vietnam: collaboration of experts, architects, volunteers and local people; classification of roles for groups of participants; the involvement of the local government. engagement of a collaborative relationship with the community under the patience, comprehension and sympathy of all members of the community; and role of the architects involving the projects should be supported for people’s participation to come up with the idea instead of proposing strict ideas.

The appropriate approaches on the right subjects and right time are the key of successes and sufficiency for the community projects, particularly to the impoverished neighbourhoods or places with sensitive issues. The Tam Thanh village is a typical example and its experiences can be disseminated for the other projects. It indicates the active and respectful involvement of like-minded people (experts, volunteers, sponsors, managers and in particular local people) is very important to achieve the final expected destination in the purpose for/by/with the community.

The huge effect of community projects is directly on the local people. The approaching and understanding them is challenging. An achievable community project is that the real needs of the people are provided; they are aware of their roles and benefits; and finally, the values are retained and developed sustainably in long term. The community projects are characterised by the participation of many people in many different stages: analysis, design and implementation. Therefore, for the experts, volunteers and managers, they learn to listen to the voice of the local people and to avoid the forced thoughts and underestimation of local people’s involvement.

The value of the study is that the nature of participatory design method is shown through activities and results of the community project in Tam Thanh. The delivery from theoretical features to practical works is not easy and needs observation and understanding of local culture and life. Depending on each specific location, the application of this design theory is flexible and adaptive. An idea for every project is initiation; however, the participation of local people is key to the project’s achievement.

This study aims to analyze the factors affecting tea-producing farmers' intention to use e-commerce exchanges (ECEs) to sell their products, combining the technology acceptance model (TAM) theory and barrier factors.

The authors use the generalized structural equation modeling (GSEM) to analyze the intermediate model that is built on TAM.

Research results show that perceived usefulness (PU) and perceived ease of use (PEU) significantly influence farmers' intention to use ECEs to sell their products. However, knowledge and information barriers hinder farmers' intention to use such ECEs.

Encouraging farmers to use ECEs is the most helpful solution for agricultural economic development in the context of the Covid-19 pandemic.

From an academic perspective, this is the first study that combines the TAM theory of Davis (1989) and barrier factors to analyze farmers' intention to use ECEs. The findings are valuable references for policymakers to propose strategies for agricultural economic development during the current pandemic. At the same time, the empirical results obtained from this study provide good orientations for agricultural economic development 4.0 in the future.

The purpose of this research was to investigate at the influence of technology acceptance model (TAM) characteristics including perceived ease of use, perceived compatibility, and perceived security on the perceived utility and actual use of mobile banking among Yemeni academics. It also investigated the function of perceived utility as a moderator in the link between TAM variables and mobile banking adoption. The sample size was 251 respondents who worked at universities in Yemen and were chosen using stratified random selection. According to the findings, perceived compatibility and perceived security had a substantial positive influence on perceived usefulness and real mobile banking use; however perceived simplicity of use had no effect on mobile banking usage. According to the results, perceived usefulness slightly mediated the association between perceived ease of use and security and mobile banking use, whereas it completely mediated the relationship between perceived compatibility and mobile banking usage. Overall, the research proved the significance of TAM elements in academics’ use of mobile banking in Yemen, offering a credible empirical framework for studying mobile banking usage in this setting.

During the challenging time of lockdown and isolation due to the coronavirus disease (COVID-19), contact-tracing apps have played a critical role in health communication and preventive healthcare. This study proposed and tested an extended technology acceptance model (TAM) with key health factors (i.e. health risk perception from COVID-19, health information orientation to COVID-19 and health consciousness) to understand individuals' adoption of COVID-19 contact-tracing apps.

A two-stage online survey was conducted to collect data on US individuals’ intention and actual use of COVID-19 contact-tracing apps. The sample comprises 288 valid responses. Partial least squares structural equation modeling (PLS-SEM) and fuzzy set/qualitative comparative analysis (fsQCA) were employed as the complementary approaches.

The findings from PLS-SEM revealed that health risk perception, health information orientation and perceived usefulness have positive net effects on behavioral intention, which, in turn, affects actual use. The results from fsQCA highlighted the explanatory power of the extended TAM to COVID-19 contact-tracing app adoption.

Although TAM is considerably effective in measuring technology acceptance, the phenomenon is highly context-driven. How technological and health factors simultaneously motivate the use of contact-tracing apps has not been well documented. The present study offers some implications for practitioners concerned about fostering the adoption of mobile health services in the time of COVID-19. Methodologically, this study is among the first to blend PLS-SEM and fsQCA to measure the explanatory power of a structural model.

This paper aims to examine the technology acceptance model’s applicability in understanding employees’ acceptance of online platforms for knowledge sharing in organisations. Specifically, this research explores gender differences in using online platforms for sharing knowledge at the workplace in an emerging market context and the role of individuals’ motivation in online platform usage in organisations.

A web-based survey was conducted in Vietnam with 290 responses from employees in the banking and insurance industries.

Both intrinsic and extrinsic motivations influenced the perceived ease of use, perceived usefulness and online platform usage for knowledge sharing. The results also confirm a significant influence of perceived ease of use directly on knowledge sharing behaviour using online platforms and indirectly via perceived usefulness. Regarding gender differences, perceived ease of use was more salient in women, while men considered perceived usefulness to a greater extent.

This study provides a complete picture of gender, motivation and technology used for knowledge sharing in organisational settings.

This research has provided additional insight into the importance of gender and motivation in technology acceptance. By doing this, this study helps organisations capture the potential of valuable human resources for their competitiveness.

By using a technology acceptance model (TAM) on survey results collected from two member schools of a Vietnamese educational institution, this study aims to uncover the key factors that affect students’ acceptance of e-learning during the Covid-19 period.

A bilingual questionnaire in English and Vietnamese was delivered. It was pre-tested on 30 participants before it was finalized. The authors first reviewed the measurement model and made adjustments to the theoretical TAM model. Then the adjusted TAM was used to investigate the relationships of the constructs in the model.

The results of the structural model show that computer self-efficacy (CSE) has a positive impact on perceived ease of use (PEOU). There is also a positive relationship between system interactivity (SI) and PEOU. Surprisingly, the authors documented that PEOU has no significant impact on students’ attitudes (ATT). The results show that SI can moderately affect ATT. Finally, it is noted that the social factor (SF) directly affects the student’s attitudes (ATT).

This study contains three limitations. First, as this study only focuses on undergraduate programs, readers should be careful in applying the findings and/or implications of this study to other education levels such as K-12, vocational training and postgraduate programs. Second, the findings are generated within the context of one type of e-learning, conducted via Google Meet. Therefore, future research is needed to provide further validation and comparison across other forms of e-learning. Finally, to further prevent the common bias problem, future research should use both five-point and seven-point Likert scales for the response options in the survey, as well as use negatively worded items. This will help prevent respondents from providing similar answers to all questions.

This study has both theoretical and practical implications. From a theoretical perspective, the study can provide a solid framework for similar studies. From a practical perspective, this study offers implications for governments and universities in the process of adopting e-learning, given that the Covid-19 pandemic is currently in its second and more dangerous wave.

A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to synthesize two motivational theories: uses and gratifications (U&G) theory and the technology acceptance model (TAM).

A selective literature review was conducted to examine recent publications related to young consumers’ brand-driven engagement behavior on SMSs in which either TAM or U&G theory was applied. A three-stage method was used: an initial search was followed by vertical and horizontal searches and then a targeted search of scholarly publications. At each stage, the university’s library databases and Google Scholar were searched for relevant, mainly peer-reviewed articles, using appropriate filters and keywords. The articles’ references and the studies that cited those articles were added to the initially identified research pool (vertical search), coupled with publications of a similar nature based on keywords (horizontal search). The final stage, the targeted search, involved identifying and adding specific articles (e.g. literature reviews and integrated models).

After a review of a significant number of U&G and TAM studies, similarities and differences of the two theories were identified, and an integrated operational framework was developed. Based on empirical findings of existing U&G and TAM studies, testable propositions were presented.

The proposed hybrid model and the associated propositions provide a research opportunity to empirically examine how young consumers’ motivational (i.e. motivating and demotivating) drivers, normative influence, perceived value and attitudes (toward brand content and engagement) predict intention or actual brand-related behavior on SMSs.

Much of current research indicates that generations Y and Z (“digital natives”) spend considerably more time on SMSs than any of the older generations (“digital immigrants”). Thus, brands that aim to target this cohort need to develop successful engagement strategies (e.g. gamification and influencer marketing) on current and emerging SMSs. The suggested conceptualization provides guidelines for companies to effectively use such communication strategies to motivate young people to engage with their brands on sites such as Twitter, Instagram and Facebook.

A review of TAM research indicates that it lacks rich motivating/demotivating constructs, and thus borrows from other theories to complement this weakness. An examination of U&G frameworks, particularity Ducoffe (1996)-based models, indicates that these frameworks mainly test engagement with social media advertising but seldom other types of brand-driven engagement on SMSs. In addition, many U&G studies focus less than TAM studies do on outcome variables such as behavioral intentions and behavior. Thus, the authors propose a synthesized U&G and TAM framework that mitigates both theories’ weaknesses and builds on their strengths, enriching the growing research on brand-driven engagement behavior via SMSs.

Based on the technology acceptance model (TAM) and perceived risk theory (PRT), this study proposes a new model for exploring factors affecting citizens' intentions to use e-government in the Vietnamese context during the COVID-19 pandemic.

The current study takes the form of a case study of the Vietnam context and employs a quantitative method. An Internet-based survey was conducted in Vietnam and was completed by 441 respondents. Hypotheses were tested using a two-stage structural equation model. SPSS 22 and AMOS 20 software were used for primary data analysis.

The findings reveal that factors of TAM are still valuable in predicting citizens' intentions to use e-government services during the COVID-19 pandemic. In addition, the factor of PRT, namely, perceived risk of COVID-19 pandemic, also affects citizens' intentions to use e-government services. Attitudes toward e-government play a mediating role in the relationships between perceived usefulness, perceived risk and citizens' intentions to use e-government. Examining the predictive power of TAM and PRT factors, it can be seen that TAM factors have a higher total effect on citizens' intentions to use e-government, compared to PRT factor.

The present study demonstrates a new model for exploring factors affecting citizens' intentions to use e-government during the COVID-19 era. It explored the effectiveness of combining TAM and PRT as well as the predictive power of each factors in an integrated model aimed at predicting citizens' intentions in the emergency context like COVID-19. This study helps us improve our understanding of e-government usage and would be of particular interest to policymakers and service providers of e-system.

This study aims to investigate the determinants of public trust in e-government services (Te-GS) and participation in social media.

A quantitative cross-sectional field survey was used to collect primary data at the local government level in 11 cities, towns and districts in Tien Giang Province, Vietnam. The final data set of 529 respondents was analysed using SmartPLS4 to evaluate the measurement and structural models.

Perceived responsiveness, transparency and security have strong positive associations with Te-GS, whereas perceived accountability does not. Furthermore, perceived ease of use and perceived usefulness are positively associated with social media participation.

Although previous studies have examined citizen behaviour in the use of e-government services, the social media context has rarely been considered due to its novelty. This study adds to the knowledge of the antecedents of participation in e-government services in developing countries such as Vietnam. Furthermore, it provides a comprehensive framework for understanding participation intention that considers four elements of good governance theory and two elements of the technology acceptance model (TAM), thereby extending previous research on the effects of these variables on the adoption of e-government services.