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The influence of technology payment adoption in satisfaction: a study with restaurant consumers
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This study analyses the relationship between the perceptions about technology payment use and consumers' satisfaction in food and beverage industry. Observing the phenomenon of technology implementation in the catering industry, the present study sought to review the existing literature and describe the state of the art on the matter, articulating experiences of studies held domestically and internationally. A survey had been applied seeking to understand this global phenomenon of technology payment and its impact on customer perception. We analysed data collected through 950 questionnaires and categorized influencing factors that affect the perception and satisfaction of using mobile payment technologies in restaurants. The quantitative study allowed an understanding on which factors are more relevant on perception and use of mobile payment technologies, identifying a set of influencing factors, as well as finding out the advantages and disadvantages perceived by consumers in the use of mobile payment technologies.
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... In restaurants, this means that the waiting time for orders can be reduced considerably, potentially leading to improved experience satisfaction (Wirtz et al., 2018). The link between quicker service and experience satisfaction in restaurants has previously been identified by Furtado et al. (2020) who explored customer attitudes towards online reservations and online payments. In addition, it should be appreciated that, in restaurants with robot service, the efforts of human staff can be diverted to other, more complex, tasks. ...
... Accordingly, the faster the service, the more satisfied customers will be with robot service, and vice versa. Therefore, the findings of Furtado et al. (2020) are corroborated. In addition, respondent satisfaction with the quick service could indicate the improved productivity and efficiency that robot service brought into the restaurants, allowing human-staff to concentrate their attentions on other elements of the experience, as mentioned by Vatan, and Dogan (2021). ...
... The current study has also introduced new factors, from other hospitality contexts, into the discussion on robot service restaurants. These include experience novelty (Hwang et al., 2020;Qiu et al., 2020), novelty seeking (Assaker and Hallak, 2013;Ji et al., 2016), speed of service (Furtado et al., 2020), and trust (Park, 2020). Therefore, the current study has provided valuable evidence to support the generalizability of previous research, both across geographies and contexts. ...
The COVID-19 virus has led to a rapid increase in demand for robot service restaurants. However, given the novelty of both, little is known regarding the impact of this technology on consumer attitudes in the time of the pandemic. Using a sample of customers with dining experiences in Muscat-based robot service restaurants, the current study investigates the factors that affect experience satisfaction and experience extension. The results demonstrate that perceived usefulness, speed of service, and experience novelty directly influence experience satisfaction, while perceived enjoyment and experience satisfaction directly influence experience extension. Moreover, novelty seeking moderates the effects of experience novelty and perceived enjoyment on experience satisfaction, as well as the impact of perceived enjoyment on experience extension. Lastly, perceived risk reduction of infection and trust are found to moderate the impact of experience satisfaction on experience extension. Theoretical and practical implications are offered.
... Several studies also show the strong relationship between the tourism sector and the use of cryptocurrency, that the current development of Bali tourism cannot be separated from the era of technology-based disruption as a response to instant culture. There has been a global phenomenon of technology-based payments and this has had an impact on customer perceptions and consumer satisfaction (Furtado et al., 2020;Subawa et al., 2020). Specifically, Çapar (2021) in his study looked at the use of cryptocurrency, namely transactions in medical tourism, in terms of benefits for health institutions and medical tourists. ...
... The reality that occurs shows that the development of Bali tourism is closely related to the era of technology-based disruption and the strengthening of instant and practical culture. In accordance with the opinion of Subawa et al. (2020) and Furtado et al. (2020), namely the global phenomenon of technology-based payments. Kizildag et al. (2020) also succeeded in identifying potential areas of blockchain implementation in the hotel, airline and tourism industry sectors, especially from the payment side. ...
This research aimed at contributing on the urgency of formulating public regulation about cryptocurrency based on administrative reform, providing critical thinking about the use of cryptocurrency on economic activity in supporting sustainable tourism. Instead of focusing on economic, it focuses on the public administration to formulate the regulation of cryptocurrency circulation in Indonesia. It was underlying on descriptive qualitative method with postpositivism approach. It was conducted in Bali as the world tourism destination, and relied on tourism. The distribution of cryptocurrency is banned in Indonesia including Bali, regulated on Law No. 7 year 2011 about currency. It found the hegemony from tourists toward tourism entrepreneurs due to the demand of tourist to use crypto yet lack of regulation as legal payment. Three strategies of administrative reform applied i.e. taxation, structural and programs to implement administrative reform for cryptocurrency regulation. The practical implication shows that the regulation of legal cryptocurrency generates positive impacts on sustainable tourism growth in Bali, particularly on the tourism concept for preserving environment, social, cultural and economic. Moreover, it theoretically implicated the Public Regulation Theory on formulating public regulation that legalize crypto distribution, identifying potential issues, agenda arrangement, regulation formulation, policy approval, implementation and evaluation.
... If the PV is limited and volatile, customer satisfaction is high. However, the goal of PV and its determinants have not been fully explored [76]. Some studies have shown that PV is vital to consumer attention. ...
... Studies on new technology have suggested that customer satisfaction significantly influences other users' AD of a product. Customer satisfaction also boosts consumer AD of cryptocurrencies [76], and these factors depend on each other [90,91]. If customers are satisfied, they would adopt the crypto technology. ...
This empirical study examines the factors influencing the adoption (AD) of cryptocurrencies in Malaysia's digital market. It is assumed that the adoption of cryptocurrencies would continue to increase. The role of the dependent variables of social influence (SI), transparency (TR), price value (PV), traceability (TRA), and attitude (AT) was examined to identify customer satisfaction as a mediator variable for cryptocurrency adoption. Random sampling was used to ensure that the research objectives were adequately examined. A total of 295 respondents answered the survey questions intended for cryptocurrency users in Malaysia. Data were analyzed using partial least squares structural equation modelling (PLS-LSM). The findings revealed that SI, PV, TRA, and AT were all im-pactful in terms of AD (dependent variable) through the mediation of customer satisfaction in Malaysia's digital market. However, TR negatively impacts Malaysia's digital market. Future researchers in other regions and industries may be able to reproduce these findings and use similar constructs to add to the present body of knowledge. This study adds to the small body of literature on Bitcoin and digital money. These findings can assist researchers in understanding the role of cryptocurrency and identifying its primary influences on the Malaysian cryptocurrency market.
... Customer expectations are extremely high in this sector, and restaurants must do more than deliver basic services to provide a seamless and luxurious dining experience. Customer expectations and actual service performance are crucial factors in determining customer satisfaction, loyalty, and overall brand reputation (Furtado et al., 2020). The face industry challenges that impact service performance. ...
India is the country with 'unity in diversity'. The Indian culture is known for its food culture serving wide variety of dishes. Due to growing population and increasing consumption, the number of fine dine restaurants is rising. The evaluation of service performance in fine dining restaurants is a critical factor that affects customer satisfaction, brand loyalty, and competitive advantage in the hospitality industry. This paper discusses the most important determinants of service quality in fine dining establishments, especially in terms of customer expectations and industry challenges. Utilizing a mixed-methods approach, the research examines issues like ambiance, quality of food, efficiency of service, professionalism of personnel, and customization of dining experience. The customer perceptions are assessed using structured and qualitative feedback to know how expectations match the actual delivery of service. Prevailing problems found in fine dining restaurants are poor workforce management, increased operational costs, changes in consumer preferences, and technology inclusion in service enhancement. This reveals that customer satisfaction is highly dependent on a holistic service experience rather than a single aspect, further emphasizing the requirement for restaurants to adopt an integrated approach to service management. The implications of this research offer significant insights to restaurateurs and hospitality professionals for service strategy fine-tuning, optimal operational efficiencies, and the maximization of customer engagement. This study contributes to the academic discourse on the service performance evaluation of fine dining by providing a new direction for further research that is focused on sustainable growth and innovation in the industry. The construction of fine dining goes beyond the essence of culinary excellence and boasts hospitality, providing an all-rounded, memorable, and immersive gastronomic experience to its customers. In contrast to casual dining, fine dining restaurants rely on higher quality service, a sophisticated atmosphere, and high-quality food to deliver to its more discerning clientele. However, delivering consistently high service performance in these restaurants is a challenging exercise due to many reasons that include consumer preference shift, market competition, and operational constraints. The performance of services in fine dining restaurants is a multidimensional construct, influenced by determinants such as food quality, service efficiency, staff professionalism, ambiance, and personalized experiences. Customer expectations are extremely high in this sector, and restaurants must do more than deliver basic services to provide a seamless and luxurious dining experience. Customer expectations and
... This finding supports the argument that the optimization of resources and processes through modern technologies contributes to more efficient restaurant operations, which in turn improves the guest experience. This result aligns with previous studies that have demonstrated that technological innovations can reduce costs, improve efficiency, and positively influence customer perceptions (Jeon et al., 2020;Furtado et al., 2020). The application of AI in improving operational efficiency also shows a strong impact on customer satisfaction. ...
The impact of AI on the hospitality industry is increasingly significant. This paper explores the influence of digital transformation on the hospitality sector, with a particular focus on the role of artificial intelligence (AI) in enhancing business operations through gastronomic offerings. Digital technology is transforming the way hospitality establishments operate, offering new opportunities for optimizing operations, personalizing customer experiences, and efficiently managing resources. By analyzing the application of AI technologies, such as predictive analytics, personalized marketing, and automated ordering systems, the paper addresses how hospitality businesses can improve their competitive position and guest satisfaction. The study employs both qualitative and quantitative research methods to present successful examples of AI integration into business models, highlighting the benefits, challenges, and prospects for future development. Managers from 64 restaurants across the Republic of Serbia participated in the research, and the findings demonstrate the clear potential of artificial intelligence to transform hospitality, creating sustainable and innovative business practices.
... Xu & Du, 2018). Moreover, empirical data indicates that satisfied customers are more inclined to support and use cryptocurrencies, which would increase adoption rates (Furtado et al., 2020). The correlation between adoption and satisfaction highlights the significance of consistent user feedback and adaptable business tactics in promoting the uptake of cryptocurrencies (Miraz et al., 2019(Miraz et al., , 2020. ...
... This convenience can have a significant impact on customers for extending the service experience. If self-service is used improperly, such as a machine failure, it will damage the service experience, and customers will be less likely to extend it (Furtado et al., 2020). Lee et al. (2018) found that perceived ease of use significantly improves the perceived usefulness of restaurant service robots. ...
This study explores the effects of perceived ease of use, perceived usefulness, service speed, and perceived enjoyment on experience satisfaction and experience extension when Hong Kong fast-food restaurant consumers use self-service technology and the impact of different consumer characteristics on the degree of different experience satisfaction. Using a mixed research method, combining qualitative and quantitative methods, using focus groups and literature discussions as the collection of qualitative data, using interview questionnaires and large-scale questionnaires as the collection of quantitative data. Moreover, recovering effective data by snowballing is one of the non-probability methods. There are 315 questionnaires in total. Using the SPSS system to analyze the collected data, the results show that all factors are essential, and the relationship between each group of variables is positively correlated. Age, gender, and education level of consumer characteristics all have significant differences in experience satisfaction, while income and marital status have no significant differences in experience satisfaction. It is recommended that policymakers, technology providers, and industry work together to improve existing technologies and allow seniors to have a more inclusive experience, reduce the gap in experience satisfaction among consumers with different educational levels, and increase the satisfaction of the self-service experience of consumers with lower education levels.
... As for the foodservice sector, recent researches concerning self-ordering /service system were mainly on examining the potential of self-ordering technology in enhancing service quality (Intal et al., 2020, April); customers' satisfaction toward self-payment system (Furtado et al., 2020); and readiness of consumers' in adopting wider aspect of automation (Suarez et al., 2019). Overall findings suggested that there is still room for future improvement in implementing self-ordering, billing, and payment system. ...
The upsurge of manpower crunch issues has tightened up the service capacity of many full-service restaurants. The introduction of manual self-ordering system (as opposed to electronic menu and computerized ordering system) was the outcome of the manpower shortage among many financially restricted small- to mid-scale restaurant operators in Malaysia. Past studies pertaining to self-service restaurants mainly focused on multinational fast-food chain’s counter service, e-menu, electronic ordering system, and online food ordering system. The purpose of this research is to identify factors affecting Malaysian consumers’ acceptance toward the use of order chit as a form of self-ordering system within the casual dining establishments. Specifically, the study focused on the context of mid-scale casual dining restaurants. Based on the literature review, a hypothetical construct of factors determining the adoption of order chit system was proposed. The model was then tested using data collected from a sample of casual dining restaurant patrons residing in the Klang Valley of Malaysia. Results of a structural equation analysis suggest that ease of use, information clarity, perceived service, and ordering technique fit, and freedom of choice are found to be significant in increasing the acceptance of order chit system. However, peer pressure was found to not significantly affect the acceptance of such practices. The academic and managerial implications of these findings are considered.
Kepuasan pelanggan merujuk pada perasaan positif yang dirasakan oleh pelanggan terhadap produk atau jasa yang mereka beli atau gunakan dari suatu perusahaan atau organisasi. Hal ini mencakup kesesuaian antara harapan pelanggan dan pengalaman yang diperoleh dari produk atau layanan yang disediakan oleh perusahaan atau organisasi tersebut. Jika pelanggan merasa bahwa produk atau layanan tersebut memenuhi atau bahkan melebihi harapan mereka, maka kepuasan pelanggan tercapai. Dengan memenuhi kebutuhan pelanggan dalam berbagai aspek, perusahaan dapat meraih sejumlah keuntungan (Wardhana, 2024; Zhang, Cao, Gu, and Jiang, 2021; Kotler & Armstrong, 2020; Afsar, Cheema, and Javed, 2020; Huang, Wu, and Lin, 2020; Kim, Lee, and Yoon, 2020; Ali, Ryu, and Hussain, 2019; Oliver, 1997; Spreng, and Mackoy, 1996; Anderson, Fornell, and Lehmann, 1994; Zeithaml, Berry, and Parasuraman, 1993; Parasuraman, Zeithaml, and Berry, 1985). Mengukur kepuasan pelanggan dengan memperhatikan elemen-elemen kepuasan dapat membantu perusahaan memahami lebih baik kebutuhan dan harapan pelanggan. Hal ini juga mendukung pembangunan hubungan yang kokoh dengan pelanggan. Beberapa faktor yang umumnya dipertimbangkan dalam pengukuran kepuasan pelanggan melibatkan (Kotler, Keller, Chernev, 2021; Solomon, 2020; Mothersbaugh, Hawkins, Kleiser, 2020; Blackwell & Miniard, 2017; Peter & Olson, 2013):
1. Product or Service Quality.
2. Price.
3. Atmosphere.
4. Company Reputation.
5. Trust.
6. Competency.
7. Inovation.
8. Security.
9. Ease of Use.
10. Flexibility.
11. Social Responsibility.
12. Ability to Provide Solutions.
13. Customer Experiences.
14. Brand Image.
15. Ease of Transaction.
16. Customer Support.
17. Certainty.
18. Psychological Satisfaction.
19. Social Interactions.
20. Customer Understanding.
21. Completeness.
22. Disclosure.
23. Personalization.
24. Justice.
Purpose
This study aims to test the conceptual model of consumers’ intention and satisfaction towards mobile wallets. This study uses the integrated UTAUT model which includes variables such as ease of use, trust, security, self-efficacy etc., and an additional variable (hedonism) to test consumers’ behaviour in the context of mobile banking technologies. Regression Analysis, ANOVA and descriptive analysis are used to test the relationship among several dimensions such as perceptions, preferences, satisfaction and usage rate of mobile wallets in north India. A sample of 204 north Indian consumers was taken to understand the consumers’ adoption behaviour towards mobile wallet. The study explains the significance of the proposed model and its effectiveness to understand the behaviour of north Indian consumers. The result show significant association between consumers’ perception, preference, usage and satisfaction. Security, trust, hedonism are few of the most influencing variables in the study. Demographic variables such as gender and age also influence consumer satisfaction and usage rate of mobile wallets in north India. The proposed model and results of the study bring valuable insights to researchers and practitioners in the context of usage of mobile wallets.
Design/methodology/approach
Various standardized scales were used for the present study. Statistical techniques like Descriptive statistics, Analysis of Variance, T-test, Chi-Square and Regression Analysis were used to assess the data. The data was collected with three separate questionnaires on variables perception, preference, usage, and Satisfaction.
Findings
Findings of this study show a strong relation between customer’s perception, preference and satisfaction of mobile wallet users. Result also shows the impact of customer’s perception, satisfaction and preference on the usage rate of mobile wallets in India. We have collected responses from the various regions in south and north India.
Research limitations/implications
First contribution of this study is that, it shows a strong correlation between consumers’ perception, preferences and satisfaction. Various literature is available to understand the impact of perception on satisfaction (Samudra & Phadtare, 2012; Venkatesh and Davis, 2000, Thakur, 2013) but, very few studies have integrated it with preference and mobile wallet usage. Moreover, no study is available on these variables for north Indian consumers specifically.This study is unique in the sense that it discuss the association of consumer’s perception with type of transactions they prefer to do in M-wallets. This paper also identify one more crucial factors, “Hedonism” which is not discussed extensively in the literature.
Practical implications
Present study has several implications to mobile technology industry and banking system to identify new strategies for mobile wallet usage. Factors like security, convenience and trust, influence consumers’ intention. This indicates that, industries and banks must verify users’ privacy norms and evaluate social trends to enhance user’s satisfaction and usage rate. Hedonism is determined as one of the significant variable to measure consumer’s satisfaction and usage tendency. Mobile technology providers should work on the appearances and design of the apps, and promote its convenience and benefits to increase its usage in north India. Based on the findings of this study, companies can also evaluate preferred wallet services for consumers, and factors affecting those services. This will help them to add more attractive services based on consumers’ feedback, and remove unwanted services.
Originality/value
Although various studies has been conducted on the perception of customers on various mobile payment system but this paper is first of its kind to study customer’s perception about wallets and type of transactions; they prefer to do through mobile wallets.This paper also study the impact of mobile wallet usage and various factors affecting usage rate.This paper also identified one crucial factors, “Hedonism” which are not discussed thoroughly in the literature extensively and its significance in north India.
For full article , please access the below link
http://www.emeraldinsight.com/eprint/ZPAUBEAKFZFWEGXCCQGM/full
Today's digital photographs are being heavily "filtered." By simple clicks on mobile apps like Hipstamatic and Instagram, users can easily apply digital filters to their pictures to create effects such as faux-vintage and light leaks. To understand the potential impacts of photo filters, we conducted an online experiment and investigated how the use of the black-and-white and film-style photo filters changed viewers' perceptions and descriptions of photographs. We found that photo filters substantially increased viewers' perceived temporal distances to photographs. Participants also tended to describe analogue-style photos more interpretively and tentatively than unfiltered ones, indicating an increase in construal levels. We suggest that the widely used photo filter is not just a tool to change aesthetics; it also adds a layer of history, meaning, and defamiliarization to photographs, allowing users to construct a mental distance in images that deviates from everyday experiences. We offer insights into the psychology of visual styles and implications for designing filter apps and photo-sharing platforms.
This research investigates the joint mediating role of affective identification and feelings of personal satisfaction on the formation of consumer loyalty as a response to favourable perceptions of corporate social responsibility and corporate expertise for the first time in Indian context. Using an online survey of Indian consumers, the study also investigates the moderating role of gender on affective identification and personal satisfaction as influenced by perceived CSR. Consistent with previous research in corporate associations theory, findings validate the impact of affective identification while extending prior works by incorporating feelings of personal satisfaction as a joint mediator on loyalty intention. The study reveals new insights as it finds women have stronger affective identification with the company compared to men whereas feelings of personal satisfaction is not moderated by gender. Implication relate to corporate branding and positioning based on strategic CSR.
Recently private insurance companies are facing high competition in the present market. This study aims at analysing the impact of service quality on the sustainable competitive advantage of health insurance companies in Jordan; it also aims to find the best practices and weaknesses of health insurance activities. A model is constructed to analyse this impact; data is collected from two populations; the managers of health insurance companies and their registered customers. Samples of 14 managers and 42 customer coordinators are considered to be the unit of analysis for this study and a variety of data collecting tools are applied; questionnaires, structured interviews, annual balance sheets for the previous four years. The major findings of this study show that the service quality as a whole has an effect on gaining sustainable competitive advantage. Also the responsiveness and empathy dimensions of service quality have an effect on sustainable competitive advantage. More research is needed to explore sustainable competitive advantage in other Jordanian sectors.
The paper investigates the influence of gender (Male and feMale) over technology acceptance model (TAM) towards using smart phones. The study conducted in the Sultanate of Oman among 296 smart phones users (Male and feMale). The study used SEM approach to identify the influence. The results are: 1) gender (Male and feMale) elicit a negative influence over perceived usefulness towards using smart phones; 2) Male respondents elicit a positive influence over perceived ease of use; 3) feMale respondents elicit a negative influence over perceived ease of use. The model revealed the Male influence over perceived ease of use towards using smart phones.
In order to improve coordination in the supply chain, the selection of a supply chain coordination mechanism plays an important role. Due to the multi-dimensional nature of a supply chain problem, the selection of the right supply chain coordination mechanisms (SCCMs) in a given situation remains a difficult and most challenging task for supply chain managers. In this paper, an attempt has been made first to explore various issues pertaining to the selection and implementation of SCCMs and finally to create an analytical network process (ANP) based framework to help supply chain managers to take appropriate steps in the selection of SCCMs in a given situation. The framework presented in this paper summarises the role of market responsiveness, process integration, risk, requirement and flexibility for supply chain performance. The paper explores the relationship among cost, flexibility, quality, service level and lead time to prioritise coordination mechanisms of supply chain for Indian manufacturing companies. The paper concludes with the justification of the framework, which analyses and prioritises the alternatives using ANP to improve coordination in supply chain.
The social-based e-commerce as we named is a type of e-commerce, which appeared as a result of widespread use of social networks like Facebook, Instagram, YouTube, and Twitter. The retailer in social-based e-commerce depends on the personal profile, pages, or groups on the social networks to present their products. In this study, we investigate the factors that affect the customer satisfaction and e-loyalty in this type of e-commerce. Four factors are proposed (i.e., usefulness, usability, customer services, and customisation) that may have an impact on customer satisfaction and may derive the e-loyalty in social-based e-commerce. Online survey was distributed and 95 complete and valid questionnaires were returned. All the four factors have a positive impact on customer satisfaction. In addition, the customer satisfaction has a positive impact on e-loyalty in social-based e-commerce. The findings suggest that to determine e-satisfaction in SEC, the merchants need to focus on providing a handmade, tailor-made, variant colours and sizes products, special attention by the salespersons and deliverymen to the customers. This will reflect on the loyalty of the customers.
In an emerging market like India, scientists play an indispensible role in nation building and their positive psychological capabilities have a direct impact on their job performance. The intention of this study is to investigate the affiliation between positive core construct, i.e., psychological capital (hope, efficacy, resilience, and optimism) and job performance among scientists working in the R&D sector of our country. Data were collected from a sample of 525 scientists in eight government owned research and development laboratories across India by administering a structured questionnaire measuring the constructs under study. Data were analysed by means of structural equation modelling with the help of LISREL (maximum likelihood technique). Results from the study revealed the model fit indices were within the adequate limits, depicting a positive and significant association between constructs of psychological capital (hope, efficacy, resilience, and optimism) and job performance.
The research study aims at developing and validating a CRM scale in the context of the Indian airline sector for enhancing business excellence. The robust methodology of scale development is used to develop the scale consisting of exploratory and confirmatory factor analysis. Finally validated scale consists of six factors named as perceived value, process orientation, commitment, technology and support staff, top of range positioning, and customisation and repurchase intentions. These factors should be given utmost importance from the airline company's point of view for better retention and repatronage of customers as well as for overall business excellence. Novelty of the research work lies in developing the CRM scale for the Indian airline sector as there is no such study available in the literature. Managerially, it will help the management of various airline companies to identify the most critical areas for improvement and acting accordingly. This will ultimately have a significant effect on the Indian economy because of the sectoral contribution in GDP. The major limitations of the study lie in terms of sample size and generalisability of the proposed scale in different national context.
Purpose
By delineating electronic word-of-mouth (e-WOM) into numerical rating and opinionated review, the purpose of this paper is to advance a research model that articulates how the provision of e-WOM can aid in alleviating consumers’ distrust of online service providers, a key determinant in the former’s adoption of the latter. The authors also endeavor to uncover the role gender plays in moderating the aforementioned relationship between e-WOM and distrust.
Design/methodology/approach
The research model was validated via a field survey administered on 115 college students and faculty members, who had been exposed to a custom-developed online restaurant review website. SmartPLS 2.0.M3 was employed to verify both the measurement and structural properties of the research model.
Findings
Distrust reduces male consumers’ perceptions of usefulness and ease of use toward an online service provider while increasing their adoption intention. For their female counterparts, distrust reduces both perceived ease of use and adoption intention for an online service provider. Additionally, for male consumers, only opinionated review aids in alleviating distrust. Conversely, both numerical rating and opinionated review aid in alleviating the distrust of female consumers. Moreover, in contrast to their female counterparts, male consumers are less susceptible to the influence of cognitive dissonance between numerical rating and opinionated review.
Research limitations/implications
This study integrates distrust with the technology acceptance model (TAM) in an attempt to gain a deeper appreciation of technology acceptance behavior. Furthermore, this study builds on the confirmation bias theory to delineate e-WOM into numerical rating and opinionated review in order to better explicate variations in how males and females react to these two distinct forms of e-WOM. Consistent with the cognitive dissonance theory, the distinction between numerical rating and opinionated review enables further exploration of the impact of cognitive dissonance between these two forms of e-WOM on male and female consumers’ distrust of online service providers. Finally, this study unveils contrasting conflict resolution strategies adopted by male and female consumers to cope with cognitive dissonance in e-WOM.
Practical implications
Findings from this study yield prescriptions for practitioners in terms of how e-WOM can be harnessed to alleviate consumers’ distrust of online service provider. Whereas it is crucial for online service providers to draw on opinionated review to reduce distrust for male consumers, numerical rating should be emphasized for female consumers. This study also sensitizes practitioners to the drawback of providing both numerical rating and opinionated review at the same time due to the potential for cognitive dissonance.
Originality/value
This study is the first to: position distrust within the well-accepted TAM in order to enrich the understanding of technology acceptance behavior; testify to the importance of delineating between numerical rating and opinionated review due to the possibility of cognitive dissonance between these two distinct forms of e-WOM, as well as; uncover contrasting conflict resolution strategies adopted by male and female consumers to cope with cognitive dissonance in accordance with the confirmation bias theory.