There has been widespread criticism about the rates of participation of students enrolled on MOOCs (Massive Open Online Courses), more importantly, the percentage of students who actively consume course materials from beginning to the end. This study sought to investigate this trend by examining the factors that influence MOOC adoption and use by students in selected Ghanaian universities. The Unified Theory of Acceptance and Use of Technology (UTAUT) was extended to develop a research model. A survey was conducted with 270 questionnaires administered to students who had been assigned MOOCs; 204 questionnaires were retrieved for analysis. Findings of the study show that MOOC usage intention is influenced by computer self-efficacy, performance expectancy, and system quality. Results also showed that MOOC usage is influenced by facilitating conditions, instructional quality, and MOOC usage intention. Social influence and effort expectancy were found not to have a significant influence on MOOC usage intention. The authors conclude that universities must have structures and resources in place to promote the use of MOOCs by students. Computer skills training should also be part of the educational curriculum at all levels. MOOC designers must ensure good instructional quality by using the right pedagogical approaches and also ensure that the sites and learning materials are of good quality.

This study investigated the factors affecting consumers’ acceptance to use cashless payment services in Malaysia through the construction of the Cashless Society Acceptance (CSA) model. The Technology Readiness Index 2.0 and Unified Theory of Acceptance and Use of Technology 2 were employed to create the CSA model. A total of 434 questionnaires were collected from Malaysian consumers, aged 18 years and above. The results show that Perceived Usefulness, Perceived Ease of Use, and Discomfort have the most significant influence on the consumers’ acceptance of cashless payment services with R-square of 71.4%.

The R&D and propagation of sustainable appropriate technology requires the provision of stable funding. Crowdfunding is a form of funding whereby small sums of investments or contributions are collected from among the general public and used to finance the development of goods or services. This method has been in use widely in arts and culture fields, and presents a useful alternative means for funding appropriate technology projects. The aim of this study is to identify the factors influencing the backers who participate in appropriate technology projects through crowdfunding platforms, analyzing the relationships between these factors, and thereby establishing the usefulness of crowdfunding as a viable new alternative. The analysis results indicate that key factors influencing user intention to crowdfund appropriate technology projects include social influence, effort expectancy, and perceived trust. In contrast to the findings of previous studies, performance expectancy was not found to have a significant effect. This reflects the fact that, compared to the crowdfunding conducted for other purposes, crowdfunding for appropriate technology is closer in nature to donations. These findings indicate that for funding to be successful, aggressive online exposure using the SNS of backers should be pursued from the early stages of funding.

Mobile payment has become increasingly popular due to the widespread use of smartphones and their applications. However, its adoption in African countries has been limited, despite its potential to simplify our lives. This study aims to enhance our understanding of the factors that affect the acceptance of mobile payment in Nigeria. To achieve this, the paper explores the impact of "network externalities" in addition to traditional technology acceptance factors. The study hypothesizes that the key drivers of mobile payment acceptance are performance expectancy, effort expectancy, social influence, trust, and network externality. The research findings suggest that while traditional drivers still play a role in customers' willingness to adopt mobile payment, network externalities have the strongest impact. Although the results did not support the influence of effort expectancy, the paper provides recommendations for future research.

In the context of digital empowerment, the digital literacy level of tea farmers has a significant impact on the intelligent development and transformation of the tea industry. This study extends the original model of UTAUT theory by introducing Personal innovativeness theory and Self-efficacy theory, and constructs a new model to explore the influencing factors of moderate scale tea farmers' digital literacy improvement behavior. There are a total of 22 research hypotheses. Using structural equation modeling and collecting questionnaire data for analysis, the following research results were obtained: (1) Performance expectancy, social influence, effort expectancy, personal innovativeness and self-efficacy all significantly positively affect the willingness of tea farmers to improve their digital literacy, and then according to the path coefficient, in descending order, social influence (0.226)>self-efficacy (0.224)>effort expectancy (0.178)>performance expectancy (0.157)> personal innovativeness (0.155); (2) Facilitating condition and willingness to improve digital literacy have a significant positive impact on tea farmers' digital literacy improvement behavior，and then from the size of the path coefficient, the willingness to improve (0.271)>facilitating condition (0.106); (3) The willingness of tea farmers to improve their digital literacy plays a complete mediating role between personal innovativeness and self-efficacy on their digital literacy improvement behavior, and partially mediates between performance expectancy, social influence, and effort expectancy on their digital literacy improvement behavior, and according to the proportion of indirect effects, the order is effort expectancy (27%), performance expectancy (47%), and social influence (49%); (4) The gender and age of tea farmers have a significant positive moderating effect on the impact of performance expectancy on the willingness to improve digital literacy; age and experience have a significant positive moderating effect on the impact of effort expectancy on the willingness to improve digital literacy; the age of tea farmers has a significant positive moderating effect on the improvement of digital literacy behavior through facilitating condition. This study extends the applicability of the UTAUT theoretical model and proposes strategies to improve the digital literacy of tea farmers, providing practical guidance for tea farmers to improve their digital literacy and providing reference for research related to farmers' digital literacy.

Recruitment is a fundamental aspect of Human Resource Management to drive organizational performance. Traditional recruitment processes, with manual stages, are time-consuming and inefficient. Artificial Intelligence (AI), which demonstrates its potential in various sectors such as healthcare, education and notable cases of ChatGPT, is currently reshaping recruitment by automating tasks to improve efficiency. However, in Thailand, where there is a growing demand for talents, the application of AI in recruitment remains relatively limited. This research focuses on human resources (HR) and recruitment professionals in Thailand, aiming to understand their perspectives on the integration of AI in recruitment. It extended the Unified Theory for Acceptance and Use of Technology (UTAUT) model, customized to suit the specific requirements of Thai recruitment practices. The study explores the factors influencing users' intention to adopt AI in recruitment. Survey questionnaire items were created based on prior literatures and refined with insights from HR and recruitment experts to ensure applicability in the context of recruitment in Thailand. A survey involving 364 HR and recruiting professionals in Bangkok metropolitan area supplied comprehensive responses. The research reveals that several factors, including Perceived Value, Perceived Autonomy, Effort Expectancy, and Facilitating Conditions, significantly impact the intention to adopt AI for recruitment. While Social Influence and Trust in AI Technology do not have a direct influence on intention, Social Influence directly affects Perceived Value. Trust in AI Technology positively influences Effort Expectancy. This study provides valuable benefits for HR and recruitment professionals, organizations and AI developers by offering insights into AI adoption and sustainability, enhancing recruitment processes and promoting the effective use of AI tools in this sector.

Medical Self-service Terminals (MST) offer potential for process optimization and enhanced patient convenience in hospitals, including the elderly. However, the behavioral inclination (BI) of elderly Chinese individuals towards MST adoption remains suboptimal. This study aims to elucidate BI determinants for MST among the aging demographic, focusing on User Interface (UI) attributes within the extended Unified Technology Acceptance and Use Theory (UTAUT) Model. The empirical inquiry examines seven factors, comprising three key UI attributes and four fundamental UTAUT factors. Results reveal significant positive associations of Performance Expectancy (β=0.40, p<0.001), Effort Expectancy (β=0.50, p<0.001), and Social Influence (β=0.25, p<0.05) with BI. Notably, User Interface Design positively correlates with Performance Expectancy (β=0.89, p<0.001) and Effort Expectancy (β=0.81, p<0.001). These findings emphasize the interplay between objective UI attributes and subjective UTAUT determinants. This research enhances understanding of UI's impact on MST BI and acceptance, particularly within the Chinese elderly population, urging MST researchers to prioritize elderly attitudes for effective technological integration in healthcare.

Promoting organic foods production and consumption contributes to accomplishing United Nations sustainable development goals. Social commerce provides a promising opportunity to develop the organic food industry. However, there is limited knowledge regarding customer behaviors in relation to purchasing organic foods via social commerce platforms. Therefore, this study expanded upon the unified theory of acceptance and use of technology (UTAUT-2) to develop a comprehensive model that explains how customers' social commerce trust and behavioral intentions to purchase organic foods using Instagram social commerce affect their purchasing behaviors. The research model was analyzed by employing partial least squares structural equation modeling (PLS-SEM) for the data collected from a quantitative survey of 410 customers who used Instagram to purchase organic foods in Iran. The results revealed that facilitated purchasing conditions, hedonic motivations, social influence, rating and reviews, and influencers’ endorsements increase customers' purchase intentions. Moreover, Instagram’s recommendations and referrals, influencers’ endorsements, as well as social influence boost customers' trust in the social commerce platform. Eventually, it was determined that influencers’ endorsements, social commerce trust, and purchase intention determine a customer’s organic foods purchasing behaviors. This research provides valuable insights for organic food marketers to optimize their social commerce strategies.