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Consumer adoption of on-demand digital platforms: An integrated model

On-demand digital platforms are omnipresent in the contemporary marketplace of the digital era. The purpose of this study was to assess the factors influencing consumers’ intention to adopt on-demand digital platforms in the context of a developing country. Based on a modified integration of the uni...

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Main Authors: Lim, Tze Yin, Lim, Bibiana Chiu Yiong, Leong, Choi Meng, Phang Ing @ Grace, Weng, Heng Foong
Format: Article
Language:English
English
Published: Wiley Periodicals, LLC 2023
Subjects:
HF5801-6182 Advertising
T58.5-58.64 Information technology
Online Access:https://eprints.ums.edu.my/id/eprint/36224/1/ABSTRACT.pdf
https://eprints.ums.edu.my/id/eprint/36224/2/FULL%20TEXT.pdf
https://eprints.ums.edu.my/id/eprint/36224/
https://doi.org/10.1002/joe.22210
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spelling my.ums.eprints.362242023-07-27T03:18:55Z https://eprints.ums.edu.my/id/eprint/36224/ Consumer adoption of on-demand digital platforms: An integrated model Lim, Tze Yin Lim, Bibiana Chiu Yiong Leong, Choi Meng Phang Ing @ Grace Weng, Heng Foong HF5801-6182 Advertising T58.5-58.64 Information technology On-demand digital platforms are omnipresent in the contemporary marketplace of the digital era. The purpose of this study was to assess the factors influencing consumers’ intention to adopt on-demand digital platforms in the context of a developing country. Based on a modified integration of the unified theory of acceptance and use of technology (UTAUT) and the social influence theory, this study contended that electronic word-of-mouth (eWOM) about on-demand digital platforms shapes consumers’ perceived risk and subjective norms, which, along with the other elements of UTAUT, influence their intention to use OnDemand digital platforms. A self-administered questionnaire was developed and distributed online, yielding a total of 226 responses, which were analyzed using partial least squares structural equation modelling. The findings revealed that performance expectancy, effort expectancy, subjective norms, and perceived risk significantly affect consumers’ intention, wherein eWOM reduces perceived risk and shapes subjective norms to adopt on-demand digital platforms. Therefore, this study contributes to the literature on consumer adoption of new-age digital products, and in this case, on-demand digital platforms, with implications for theory and practice in this space. Wiley Periodicals, LLC 2023 Article NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/36224/1/ABSTRACT.pdf text en https://eprints.ums.edu.my/id/eprint/36224/2/FULL%20TEXT.pdf Lim, Tze Yin and Lim, Bibiana Chiu Yiong and Leong, Choi Meng and Phang Ing @ Grace and Weng, Heng Foong (2023) Consumer adoption of on-demand digital platforms: An integrated model. Global Business and Organizational Excellence, 2023. pp. 1-14. ISSN 1932-2062 https://doi.org/10.1002/joe.22210
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
English
topic HF5801-6182 Advertising
T58.5-58.64 Information technology
spellingShingle HF5801-6182 Advertising
T58.5-58.64 Information technology
Lim, Tze Yin
Lim, Bibiana Chiu Yiong
Leong, Choi Meng
Phang Ing @ Grace
Weng, Heng Foong
Consumer adoption of on-demand digital platforms: An integrated model
description On-demand digital platforms are omnipresent in the contemporary marketplace of the digital era. The purpose of this study was to assess the factors influencing consumers’ intention to adopt on-demand digital platforms in the context of a developing country. Based on a modified integration of the unified theory of acceptance and use of technology (UTAUT) and the social influence theory, this study contended that electronic word-of-mouth (eWOM) about on-demand digital platforms shapes consumers’ perceived risk and subjective norms, which, along with the other elements of UTAUT, influence their intention to use OnDemand digital platforms. A self-administered questionnaire was developed and distributed online, yielding a total of 226 responses, which were analyzed using partial least squares structural equation modelling. The findings revealed that performance expectancy, effort expectancy, subjective norms, and perceived risk significantly affect consumers’ intention, wherein eWOM reduces perceived risk and shapes subjective norms to adopt on-demand digital platforms. Therefore, this study contributes to the literature on consumer adoption of new-age digital products, and in this case, on-demand digital platforms, with implications for theory and practice in this space.
format Article
author Lim, Tze Yin
Lim, Bibiana Chiu Yiong
Leong, Choi Meng
Phang Ing @ Grace
Weng, Heng Foong
author_facet Lim, Tze Yin
Lim, Bibiana Chiu Yiong
Leong, Choi Meng
Phang Ing @ Grace
Weng, Heng Foong
author_sort Lim, Tze Yin
title Consumer adoption of on-demand digital platforms: An integrated model
title_short Consumer adoption of on-demand digital platforms: An integrated model
title_full Consumer adoption of on-demand digital platforms: An integrated model
title_fullStr Consumer adoption of on-demand digital platforms: An integrated model
title_full_unstemmed Consumer adoption of on-demand digital platforms: An integrated model
title_sort consumer adoption of on-demand digital platforms: an integrated model
publisher Wiley Periodicals, LLC
publishDate 2023
url https://eprints.ums.edu.my/id/eprint/36224/1/ABSTRACT.pdf
https://eprints.ums.edu.my/id/eprint/36224/2/FULL%20TEXT.pdf
https://eprints.ums.edu.my/id/eprint/36224/
https://doi.org/10.1002/joe.22210
_version_ 1772812714487316480
score 13.211869

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