Ledesma-Cha es, Pablo; Gil-Co de o, Eloy; Na a o Ga cía, An onio; Maldonado-
López, Belén
A icle
Sa is ac ion and pe o mance expec a ions o he
adop ion o he me a e se in ou ism SMEs
Jou nal o Inno a ion & Knowledge (JIK)
P o ided in Coope a ion wi h:
Else ie
Sugges ed Ci a ion: Ledesma-Cha es, Pablo; Gil-Co de o, Eloy; Na a o Ga cía, An onio; Maldonado-
López, Belén (2024) : Sa is ac ion and pe o mance expec a ions o he adop ion o he me a e se
in ou ism SMEs, Jou nal o Inno a ion & Knowledge (JIK), ISSN 2444-569X, Else ie , Ams e dam,
Vol. 9, Iss. 3, pp. 1-14,
h ps://doi.o g/10.1016/j.jik.2024.100535
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Sa is ac ion and pe o mance expec a ions o he adop ion o he
me a e se in ou ism SMEs
Pablo Ledesma-Cha es, Eloy Gil-Co de o, An onio Na a o-Ga cía*, Bel
en Maldonado-L
opez
Depa amen o de Adminis aci
on de Emp esas y Ma ke ing, Uni e sidad de Se illa, Se illa, Espa~
na
ARTICLE INFO
A icle His o y:
Recei ed 26 Feb ua y 2024
Accep ed 31 July 2024
A ailable online 7 Augus 2024
ABSTRACT
The las decade has seen majo ans o ma ions in he ou ism sec o , influenced by changes in consume
beha iou and he in eg a ion o echnology. The Me a e se has eme ged as a ans o ma i e o ce bu wi h
ce ain limi a ions. In his sense, he li e a u e highligh s he need o add ess esea ch gaps in e ms o he
le els o accep ance o his new echnology and wi h ega d o he challenges aced by small and medium-
sized en e p ises (SMEs) in he ou ism sec o . Thus, he main objec i e o his pape is o assess he adop ion
in en ion o high echnology in ou ism by small and medium-sized en e p ises, ocusing on he key ole o
he Me a e se as a new pa adigm. Fo da a collec ion, a o al o 172 small and medium-sized en e p ises
ha e been su eyed using a double me hodology, PLS-SEM and QCA, o he analysis. The esul s show ha
small and medium-sized ou ism en e p ises in end o adop echnologies associa ed wi h he Me a e se o
he concep o Business Sa is ac ion a he han o he possible pe o mance i may ep esen . These esul s
ep esen an impo an ad ance in he unde s anding o he in eg a ion o Me a e se echnologies in he
ou ism sec o in his ype o companies, whe e i can help o adop di e se s a egies in he business en i-
onmen wi hou ha ing an excessi e Resis ance o Change, helping o be able o ace i in conjunc ion wi h
o he capabili ies.
© 2024 The Au ho s. Published by Else ie España, S.L.U. on behal o Jou nal o Inno a ion & Knowledge. This
is an open access a icle unde he CC BY license (h p://c ea i ecommons.o g/licenses/by/4.0/)
Keywo ds:
Small and medium-sized companies
Tou ism
Me a e se
In en ion o use
JEL Classifica ion:
O00
Economic de elopmen
Inno a ion
Technological Change and G ow h
O32
Managemen o echnological inno a ion and
R&D
O39
Technological change
O he
In oduc ion
In ecen yea s, subs an ial ans o ma ions ha e been imple-
men ed in adi ional sec o s such as ou ism (Ka aca & Ba an, 2024),
hese de elopmen s a e no only due o he change in consume
beha io when i comes o choosing des ina ions (Khan e al., 2024),
and gene a ional changes (Mo one e al., 2024), bu he la e ha e
been a complemen so ha he echnology can be es ablished and
sus ainable o e ime in his sec o (Gonz
ales-San iago e al., 2024).
In his sense, and o e ime, we ha e wi nessed an exponen ial
g ow h in he adop ion o high echnology (de Lu des Calis o & Sa -
ka , 2024), whe e he concep o he Me a e se has been key o
es ablish a new pa adigm whe eby use s ha e he oppo uni y o
imme se hemsel es in an al e na i e i ual eali y, aking ad an-
age o a i ual en i onmen wi hou ha ing o lea e hei own
homes (Ghali e al., 2024). The Me a e se is eme ging as a ans o -
ma i e agen in he ou ism indus y, al e ing he way in which
cus ome s make decisions ega ding he choice o accommoda ions
and des ina ions o isi (Ka aca & Ba an, 2024). I is an icipa ed ha
his echnology will ha e a e olu iona y impac on he managemen
and ma ke ing o ou ism companies, influencing all phases o he
ip, om p e-planning, h ough he expe ience i sel , o he end o
he ip (Buhalis e al., 2023).
Howe e , all his echnology comes a a cos o implemen a ion,
p omo ion and s uc u al changes (Rohi e al., 2024). I is undeniable
ha la ge companies a e in es ing in his concep (Hadi e al., 2024)
and, he e o e, he scien ific communi y ies o explain hei e olu-
ion when hey inco po a e he Me a e se in o hei ope a ions (Bao
e al., 2024;Kang & Ki, 2024), bu he e is no denying ha he Me a-
e se has ce ain limi a ions (Mkedde & Das, 2024). Among he limi-
a ions posed by he adop ion o he Me a e se is he issue o how
hese inno a ions will be adop ed by small and medium-sized en e -
p ises. The e is a no able inc ease in public in es men o he adop-
ion and in eg a ion o companies in o digi al echnologies wi hin
he EU amewo k, especially in he egula ion o Me a e se sys ems.
Howe e , he e is a gap in esea ch on how o de elop policies
ela ed o he ope abili y o SMEs in he adop ion o imme si e
* Co esponding au ho .
E-mail add ess: [email p o ec ed] (A. Na a o-Ga cía).
h ps://doi.o g/10.1016/j.jik.2024.100535
2444-569X/© 2024 The Au ho s. Published by Else ie España, S.L.U. on behal o Jou nal o Inno a ion & Knowledge. This is an open access a icle unde he CC BY license
(h p://c ea i ecommons.o g/licenses/by/4.0/)
Jou nal o Inno a ion & Knowledge 9 (2024) 100535
Jou nal o Inno a ion
&Knowledge
h ps://www.jou nals.else ie .com/jou nal-o -inno a ion-and-knowledge
echnologies. This esea ch aims o fill he gap conce ning he eali y
o ou ism SMEs and hei conside a ions ega ding hei esou ces
and capabili ies. Thus, he e a e se e al publica ions o a concep ual
na u e, highligh ing he impo ance o he Me a e se in he ou ism
indus y (Buhalis e al., 2023;Gu soy e al., 2022) ha in i e o co e ,
among o he aspec s, he esea ch gap in ela ion o he le el o
accep ance and he challenges in he adop ion o he Me a e se in
he ou ism indus y. This is why, in he li e a u e, we find wo ks
such as ha o Gil-Co de o e al. (2023) whe e he in en ion o use
he Me a e se by small and medium-sized companies is examined.
Bu i would be in e es ing and significan o ex end his s udy o
find ou whe he small and medium-sized companies in he ou ism
sec o a e willing o use his new echnology, despi e he s uc u al
changes and economic challenges ha i en ails o hese ypes o
o ganiza ions wi h limi ed esou ces (U bano e al., 2024).
The e o e, he main objec i e o his manusc ip is o e alua e he
inclina ion o small and medium-sized en e p ises owa d emb acing
ad anced echnology wi hin he ealm o he ou ism indus y, ocus-
ing on he key ole o he Me a e se as a new pa adigm. In o de o
es ablish he amewo k o he esea ch, small and medium-sized
companies wo king and ope a ing in he ou ism sec o in he e i-
o y o one o he main ou is powe s - Spain- ha e been asked ques-
ions (M
as-Fe ando e al., 2024;Rod íguez-V
azquez e al., 2023),
aking in o accoun key cons uc s such as Business Sa is ac ion (BS),
Pe o mance Expec ancy (PE) and Beha io al In en ion (BI). In he
ou ism sec o , he adop ion o i ual eali y echnologies can ensu e
success ul ou ism o e ings (Yung & Khoo-La imo e, 2019) and he
ecen li e a u e has linked Business Sa is ac ion wi h he adop ion o
echnology, such as Me a e se sys ems, in he field o ou ism
(Fla i
an e al., 2021;Ma asco e al., 2018;Wei, 2019).In his sense,
he analysis o beha io linked o echnology adop ion highligh s he
c ucial impo ance o Business Sa is ac ion (Almaiah e al., 2022;
Kosiba e al., 2022). This ac o is conside ed one o he mos influen-
ial in unde s anding he willingness o companies o use a specific
echnology (A iyah e al., 2023;V
a za u e al., 2021). Pe cei ed Com-
pa ibili y plays a significan ole in Pe o mance Expec ancy, unde -
sco ing he ele ance o companies o assess he fi o Me a e se
echnology wi h hei SME s uc u es, gi en he limi ed esou ces
a ailable o hese ypes o companies (Gil-Co de o e al., 2023). In
his ein, and aking in o accoun he adap i e capabili ies o SMEs
and he compa ibili y hey may ha e wi h a small s uc u e o adop
he Me a e se, he Pe o mance Expec ancy is a cons uc ha should
be aken in o accoun , since i posi i ely a ec s he in en ion o adop
Me a e se pla o ms whe e his ac has been e ified in la ge com-
panies (Lee e al., 2023). Finally, conside ing he di ficul y o gauging
angible ac ions in he ealm o ad ancing echnologies, i becomes
impe a i e o ely on a cons uc linked o Beha io al In en ion as a
signifie and indica o o conduc in i ual se ings (Abu beian e al.,
2022). To sum up, p e ious esea ch emphasizes he close connec ion
be ween he success o a echnology and he willingness o adop
and employ i , as highligh ed by Faqih (2022). Consequen ly, all he
a o emen ioned ac o s will be conside ed in e alua ing he inclina-
ion o small and medium-sized en e p ises in he ou ism sec o o
engage wi h he Me a e se.
The esul s o his esea ch show ha ou ism companies in end
o adop echnologies associa ed wi h he Me a e se h ough he
concep o Business Sa is ac ion a he han o he possible pe o -
mance i may ep esen . This a iable influences bo h di ec ly and
h ough he expec a ion o pe o mance o c ea e he in en ion in
ou ism companies, explaining a high pe cen age o hei beha io ,
and demons a ing a s ong combina i e capaci y wi h o he a ia-
bles. Pe cei ed Use ulness appea s in all he p oposed solu ions, as
well as Resis ance o Change, al hough he la e is no a di ec influ-
ence. The in oduc ion o a new echnology in he ou ism sec o
could lead one o hink ha he Pe o mance Expec ancy could be
significan . Ye his is no he case, so companies in he sec o seek o
eel com o able and in eg a e p ocesses ha may be aligned wi h
hei p ac ices and he e o e allow a co ec de elopmen .
Fo he de elopmen o he s udy we will ollow he ollowing
s uc u e: a e his in oduc ion we will p esen he ela ed hypo h-
eses and he p oposed model, in he hi d sec ion we will explain
how he da a collec ion was ca ied ou , in he ou h sec ion we will
analyze he da a and esul s and e i y he hypo heses p e iously
p esen ed, and in he fi h sec ion we will se ou he discussion, end-
ing wi h he conclusions d awn om he esea ch.
Li e a u e e iew
The Me a e se is defined as he new e a o he In e ne , which u i-
lizes i ual eali y de ices, in e ac i e a a a s, augmen ed eali y
echnology and blockchain echnology wi hin a h ee-dimensional
i ual en i onmen (Dwi edi e al., 2022). The influence o imme -
si e echnology has become inc easingly e iden in a ious social
sphe es, a he same ime ha he ou ism indus y has u ned i s
a en ion o Me a e se sys ems (de Lu des Calis o & Sa ka , 2024;
Gegung, 2023;Lim e al., 2024). Howe e , al hough hese pla o ms
ha e been a ailable since he ea ly o mid-2000s wi h a la ge numbe
o use s wo ldwide, in he con ex o he Me a e se hey a e limi ed
in hei independence and unc ionali y (Comp ehensi e Technologi-
cal Resea ch, 2022). The cons an p esence o echnological inno a-
ions in he ou ism indus y is essen ial, as hey a e equi ed o
adjus o he changing demands o use s and p o ide hem wi h high
le els o sa is ac ion (S
anchez Cale o e al.,2021), in addi ion o o e -
ing he possibili y o modi ying he business models o ou ism com-
panies (Tajeddini e al., 2017). The e o e, despi e he challenges
p esen ed by he echnological adop ion o he Me a e se, businesses
con inue o explo e he oppo uni ies i p esen s o c ea e ou ism
expe iences ha o e come physical cons ain s (G€
ossling & Schweig-
ga , 2022). Wi hin he a el indus y, he Me a e se opens doo s o
imp o e a el planning and ad ance in e ac ion wi h ou ism expe-
iences. Vi ual expe iences in his sec o a e gaining popula i y as a
g owing end (Gu soy e al., 2022). Acco ding o Buhalis e al. (2023)
he Me a e se has he po en ial o adically ans o m he ou ism
indus y and i is an icipa ed ha , a he han supplan ing i , a i ual
explo a ion o ou is des ina ions will mo i a e people o ake eal
ips (Gu soy e al., 2022;Rauschnabel, 2022) and e en encou age
en i ely new a el expe iences (Go & Kang, 2022).
I is he e o e necessa y o ca e ully examine he willingness o
SMEs ou ism en e p ises o adop Me a e se sys ems so ha compa-
nies can adjus hei se ice o e ings e ec i ely (Yoo e al., 2023). In
he ou ism sec o , he Me a e se is a echnology ha can o e high-
alue ou ism p oposals (Yung & Khoo-La imo e, 2019). P e ious
esea che s ha e highligh ed he impo ance o examining he
up ake o imme si e echnology in he ou ism sec o (Fla i
an e al.,
2021;Ma asco e al., 2018;Wei, 2019), as al hough he in eg a ion o
echnologies such as he Me a e se in o he ou ism indus y can
o e significan ad an ages (May hu e al., 2024), companies ace di -
ficul ies in making decisions on he adop ion o inno a ions o new
echnologies. This is because o he need o conside a ious ac o s
ha may influence he decision (Yang & Wang, 2023).
F om he app oach o he adop ion o he echnology necessa y
o he implemen a ion o Me a e se sys ems in ou ism companies,
Business Sa is ac ion (BS) (Mazza olo e al., 2021;Tawa ak, e al.,
2021;Wu e al., 2014) and Pe o mance Expec ancy (PE) (Collado &
E ans, 2019) a e key cons uc s o analyzing he Beha io al In en-
ion o companies (BI) (Soliman e al., 2019;V
a za u e al., 2021). In
addi ion, he Ease o Use o echnology (EU) (Yilmaz, 2016) and Pe -
cei ed Use ulness (PU) (Abdullah e al., 2016) a e c ucial aspec s ha
indica e he simplici y wi h which a company can inco po a e new
echnology and he ex en o which i is an icipa ed o imp o e i s
pe o mance (G o e e al., 2019). In line wi h he ideas o Yilmaz
(2016), and in he con ex o he ocus on echnology adop ion c ucial
P. Ledesma-Cha es, E. Gil-Co de o, A. Na a o-Ga cía e al. Jou nal o Inno a ion & Knowledge 9 (2024) 100535
2
o Me a e se sys ems, i is highligh ed ha small and medium-sized
ou ism businesses a e influenced in hei beha io by he ease wi h
which hey can use Me a e se- ela ed echnology. Ano he impo -
an ac o o echnology adop ion is Resis ance o Change (RC) in
ha i has been in e sely ela ed o Business Sa is ac ion in s udies
such as ha o Lyu e al., (2023). The no ion o Resis ance o Change
can obs uc he o e all p ocess o change wi hin companies, delay-
ing he s a o he change p ocess and impeding i s implemen a ion
o aising i s cos in ela ion o echnology adop ion as will be de el-
oped below.
Las bu no leas , ac o s such as Pe cei ed Compa ibli y (PC) (Al-
Sha afie al., 2023), Social Influence (SI) (Gao e al., 2015;Peleg in-Bo -
ondo e al., 2017) and E o Expec ancy (EE) (Venka esh e al., 2003)a e
cons uc s iden ified as significan in he li e a u e o he adop ion o a
new echnology wi hin small and medium-sized companies in he ou -
ism sec o in e ms o hei Pe o mance Expec ancy (Al-Sha afie al.,
2023;B e os e al., 2023;Cheng e al., 2022). Pe o mance Expec ancy
e e s o he pe cep ion ha a ce ain beha io will lead o he achie e-
men o specificou comes(Ojiaku e al., 2024), which will influence he
likelihood ha a company will alloca e i s esou ces and s i e o each
ha pa icula goal (Diana e al., 2024). Bo h, Pe o mance Expec ancy
and Business Sa is ac ion a e impo an a iables o unde s anding he
Beha io al In en ions o ou ism SMEs in ela ion o echnology adop-
ion.
To ecapi ula e, gi en he impo ance o he analysis o Me a e se
echnologies and he small and medium-sized ou ism en e p ises
(Buhalis e al., 2022,2023) he objec i e o his esea ch is o enhance
he comp ehension o he ac o s implica ed in he p ocess o adop-
ion o he Me a e se by small and medium en e p ises in he ou -
ism sec o , o which we will de elop he heo e ical model as
ollows.
Business sa is ac ion
In a se ing whe e he adop ion o new echnologies is emb aced,
he pi o al concep influencing Business Sa is ac ion is he Pe cei ed
Use ulness and Ease o Use (Tawa ak e al., 2018). In his scena io,
Wu e al. (2014) p opose a defini ion o Business Sa is ac ion,
desc ibing i as a comp ehensi e assessmen unde aken by a com-
pany du ing he implemen a ion o a new echnological sys em.
The p ima y ocus o Business Sa is ac ion is o add ess he ques-
ion o how con en companies a e wi h he p ocedu e o in eg a ing
a new Me a e se echnology (Almaiah e al., 2022;Kosiba e al.,
2022), as i is conside ed o be one o he mos influen ial ac o s
explaining he willingness o companies o use a gi en echnology
(A iyah e al., 2023;V
a za u e al., 2021). In his ega d, he Technol-
ogy Accep ance Model (TAM) de eloped by Da is, Bagozzi and Wa -
shaw in 1989 (Da is e al., 1989) is a heo y o in o ma ion sys ems
ha explo es how companies adop and use new echnologies.
Acco ding o TAM, he accep ance and use o a echnology is de e -
mined by se e al ac o s.
Among hese ac o s is Pe cei ed Use ulness. This ac o e e s o
he deg ee o which he company belie es ha he use o a pa icula
echnology will imp o e business pe o mance (Abdullah e al.,
2016). Tha is, i is he company’s pe cep ion o he benefi s i will
de i e om using he echnology. Pe cei ed Use ulness is a key an e-
ceden o Business Sa is ac ion, since i a company pe cei es a ech-
nology o be use ul, i is mo e likely o gene a e Business Sa is ac ion
(Rachmi e al., 2023). As o he adop ion o he Me a e se, au ho s
such as Al-Adwan e al., (2023) ha e linked Pe cei ed Use ulness and
Sa is ac ion, and, specifically in he ou ism sec o , ecen esea che s
ha e measu ed Pe cei ed Use ulness in he adop ion o Me a e se
sys ems (Co ne e al., 2023;Jo, 2023;Wu & Yu, 2023)
On he o he hand, also among hese ac o s is Pe cei ed Ease o
Use. This ac o e e s o he deg ee o which he company belie es
ha using a pa icula echnology will be easy and e o less
(Venka esh & Da is, 1996). I he company’s use s pe cei e a echnol-
ogy o be easy o use, hey a e mo e likely o adop i and be sa isfied
wi h i (Wa sono e al., 2023). Wi hin he echnology adop ion ame-
wo k, Pe cei ed Ease o Use eme ges as a c ucial elemen eflec ing
he simplici y wi h which fi ms can employ new echnology and he
ex en o which hey an icipa e ha echnology will imp o e hei
pe o mance (G o e e al., 2019). Imme si e echnologies a e seen
as pe suasi e ools capable o influencing beha io and Business Sa -
is ac ion (Suh & P ophe , 2018). In his sense, se e al s udies ha e
ocused on analyzing how he sa is ac ion o business use s can be
modified by he imme si e sensa ion o imme si e echnology (Chua
e al., 2007;Geo giou & Kyza, 2017;Kou ou hanassis e al., 2015)
I is impo an o no e ha he TAM model has unde gone upda es
and expansions o e ime, such as TAM 2 and he Unified Theo y o
Accep ance and Use o Technology (UTAUT). These upda es ha e
allowed he model o be adap ed o di e en con ex s, including he
echnological adop ion o he Me a e se (Alkhwaldi, 2023), whe e
addi ional ac o s such as T us , Pe cei ed Risk in he use o a sys em
and Resis ance o Change ha e been conside ed (Kuma e al., 2023;
Pillai e al., 2023).
The concep o Resis ance o Change can hinde he o e all change
p ocess wi hin companies (Jang e al., 2023), slowing down he ini ia-
ion o he change p ocess and hinde ing i s implemen a ion o
inc easing i s cos in ela ion o echnology adop ion (Gani e al.,
2023). Resis ance o Change has been s udied in he ou ism sec o
(Kim e al., 2023)asi isa eflec ion o he alues and beha io s ha
can a ec companies’ echnology adop ion (Ronaghi & Ronaghi,
2022) and because o he pa icula i ies o he ou ism sec o in ela-
ion o echnological change (Yoo e al., 2023). Resis ance o Change
has been in e sely ela ed o Business Sa is ac ion in s udies such as
ha o Lyu e al. (2023) in ela ion o he echnological adop ion p o-
cesses and specifically in he adop ion o Cha bo in he ou ism sec-
o (Cal a esi e al., 2021).
Following he abo e, we es ablish he ollowing hypo heses:
H1: Pe cei ed Use ulness di ec ly and significan ly a ec s he Busi-
ness Sa is ac ion o ou ism SMEs in ela ion o he adop ion o
Me a e se echnologies.
H2: Ease o Use di ec ly and significan ly a ec s he Business Sa is ac-
ion o ou ism SMEs in ela ion o he adop ion o Me a e se
echnologies.
H3: Resis ance o Change in e sely and significan ly a ec s he Busi-
ness Sa is ac ion o ou ism SMEs in ela ion o he adop ion o
Me a e se echnologies.
Pe o mance expec ancy
Pe cei ed Compa ibili y is he pe cep ion o companies ha he
way hey ope a e and he adop ion o a new echnology will coincide
(Wu & Yu, 2023). Pe cei ed Compa ibili y can ha e an in e ac ion
e ec on pe o mance expec ancies (Wang e al., 2017), I is he e o e
impo an o companies o know i he Me a e se echnology is
compa ible wi h hei SME s uc u es (Gil-Co de o e al., 2023). In
he li e a u e we find Compa ibili y as a significan cons uc o he
adop ion o a new echnology wi hin small and medium-sized en e -
p ises (Al-Sha afie al., 2023). A he same ime, a significan absence
is ound in he li e a u e in he s udy o he compa ibili y o Me a-
e se adop ion in he ou ism sec o , aking in o accoun Pe o -
mance Expec ancy, whe e Pe cei ed Compa ibili y implies he
company’s accep ance ha he echnology is compa ible wi h i s
backg ound (Akou e al., 2022).
On he o he hand, E o Expec ancy is defined as he deg ee o
ease associa ed wi h he use o he sys em (Venka esh e al., 2003).
Se e al s udies consis en ly show ha E o Expec ancy is a p edic-
o o in en ion o use he echnology (Alwahaishi & Sn
asel, 2013;
P. Ledesma-Cha es, E. Gil-Co de o, A. Na a o-Ga cía e al. Jou nal o Inno a ion & Knowledge 9 (2024) 100535
3
Kohnke e al., 2014). I is also a cons uc linked in he li e a u e o
he s udy o new echnologies applied o ou ism (B e os e al., 2023).
I has some imes been associa ed wi h di e en models o accep-
ance, which ha e been discussed in he li e a u e, whe e i is p o-
posed ha he s udy o he Me a e se mus go beyond and
disassocia e om adi ional models (Pal e al., 2023). Fo example,
Kohnke e al. (2014) confi m ha E o Expec ancy is an impo an
p edic o o he accep ance o eme ging sys ems. On he o he hand,
and along he same lines Kalua achchi (2023), shows ha he E o
Expec ancy and ou come ha e a significan posi i e ela ionship.
Wi h ega d o Social Influence, his is defined in he li e a u e by
Venka esh e al. as he influence ha people who a e impo an o a
company ha e on he decision o use a new sys em (Venka esh e al.,
2003). Social Influence has been ound o ha e a posi i e ela ionship
wi h he in en ion o use a de ice (Gao e al., 2015;Peleg in-Bo ondo
e al., 2017). The li e a u e has ela ed he Pe o mance Expec ancy
o he Social Influence on he adop ion o new echnologies (Cheng e
al., 2022), bu he e is a lack o adop ion o new echnology in he
ou ism sec o .
Finally, Sa is ac ion and Pe o mance Expec ancy ha e been s ud-
ied oge he in he li e a u e. (Abd Aziz e al., 2023), wi h Pe o -
mance Expec ancy being a dominan a iable in he adop ion o new
echnology wi h sa is ac ion in mind, as no ed in he TI li e a u e
(Amin e al., 2022). The e o e, we o mula e he ollowing
hypo heses:
H4: Pe cei ed Compa ibili y di ec ly and significan ly a ec s he Pe -
o mance Expec ancy o ou ism SMEs in ela ion o he adop ion
o Me a e se echnologies.
H5: E o Expec ancy di ec ly and significan ly a ec s he Pe o -
mance Expec ancy o ou ism SMEs in ela ion o he adop ion o
Me a e se echnologies.
H6: Social Influence di ec ly and significan ly a ec s he Pe o mance
Expec ancy o ou ism SMEs in ela ion o he adop ion o Me a-
e se echnologies.
H8: Pe o mance Expec ancy di ec ly and significan ly a ec s he
Business Sa is ac ion o ou ism SMEs in ela ion o he adop ion
o Me a e se echnologies.
Beha io al in en ion
The need o de elop an inno a i e esea ch app oach and pa a-
digm o assessing he in eg a ion o he Me a e se in o he business
en i onmen is gaining inc easing impo ance in c i ical e ms (Gil-
Co de o e al., 2023;Han e al., 2022;Suh & P ophe , 2018).
The concep o Beha io al In en ion pe ains o a company’s eadi-
ness, demons a ed by i s exe ion and deeds, o implemen a pa ic-
ula cou se o ac ion. (Bajunaied e al., 2023;Mukhe jee e al., 2023).
Ea lie s udies ha e emphasized ha he success o a echnology is
in ica ely connec ed o he inclina ion o willingness o u ilize i , as
unde sco ed by Faqih (2022). Exis ing esea ch sugges s a obus co -
ela ion be ween he in en ion o ac and he subsequen beha io
(Gansse & Reich, 2021;Mo iuchi, 2021). Mo eo e , i highligh s he
associa ion o he Beha io al In en ion wi h he e ec i e g ow h and
ad ancemen o a no el echnology wi hin he business landscape
(Gunawan & Gunawan, 2019).
Resea ch, such as ha o S
anchez Cale o e al. (2021), a gues ha
he con inuous in eg a ion o echnological inno a ions is undamen-
al in he ou ism indus y. These inno a ions a e conside ed indis-
pensable o adjus o he changing demands o use s in he business
and o gua an ee hem a high le el o sa is ac ion du ing hei expe i-
ence (Buhalis e al., 2023). In he ou ism sec o Pe o mance Expec-
ancy has been ela ed o Beha io al In en ion, conside ing he alue
placed on i ual eali y applica ions (Yoon e al., 2021), as well as o
he adop ion o new echnologies by companies (He mawa i e al.,
2023;Tajeddini e al., 2017).
In addi ion, Business Sa is ac ion is a pi o al ac o in he exami-
na ion o beha io conce ning echnology adop ion, as i s ands ou
as one o he mos influen ial ac o s cla i ying he inclina ion o u i-
lize a pa icula echnology (Almaiah e al., 2022;A iyah e al., 2023;
Kosiba e al., 2022). I is pos ula ed ha he e alua ion o success in
he inco po a ion o new echnologies by companies should be based
on he syne gy be ween he implemen a ion o human, echnological
and s a egic esou ces o speed up imp o emen p ocesses and
boos p ofi abili y ma gins. Ea lie esea ch has iden ified a co ela-
ion be ween sa is ac ion and he inclina ion o adop new echnolo-
gies, pa icula ly when he e is awa eness o hei exis ence
(Mi oulis & Ki sios, 2019) o by i ue o p io encoun e s wi h ech-
nology. This subjec o in es iga ion has gained insigh s and amilia -
i y (Cimbalje i
c e al., 2023;Pappas e al., 2021). Wi hin he domain
o i ual eali y, he explo a ion and cul i a ion o skills o engaging
wi h he en i onmen mani es hemsel es h ough in e ac i e unc-
ionali ies, p o iding companies wi h he means o in es iga e and
exe an influence on he cons uc ed su oundings (Su cli e, 2016).
Business Sa is ac ion he e o e ela es o he ex en o alignmen
be ween an icipa ions and he ul ima e pe cep ion o he benefi s
disclosed ollowing he adop ion o he Me a e se (Mazza olo e al.,
2021).
Wi hin he ou ism sec o , ongoing su eillance o Business Sa is-
ac ion eme ges as a pi o al ac o o success in a fie cely compe i-
i e ma ke . This su eillance mi o s he capaci y o ulfill he
expec a ions, wishes, and objec i es ini ially es ablished by he com-
pany membe s conce ning he o iginal pe cep ion o he p o ided
ou ism se ice (El A chi & Benbba, 2023;Ezzaouia & Bulchand-Gidu-
mal, 2023).
Building upon he a o emen ioned poin s, he ollowing hypo he-
ses a e posi ed:
H7: Pe o mance Expec ancy di ec ly and significan ly a ec s he
Beha io al In en ion o ou ism SMEs o adop Me a e se echnol-
ogies.
H9: Business Sa is ac ion di ec ly and significan ly a ec s he Beha -
io al In en ion o ou ism SMEs o adop Me a e se echnologies.
The model p oposed o his esea ch is p esen ed in Fig. 1:
Me hodology
Sample and da a collec ion
Fo he elabo a ion o he esea ch, he p esen wo k de eloped a
ques ionnai e and applied an empi ical s udy using Spanish ou ism
companies acco ding o hei ca ego iza ion by he Na ional Ins i u e
o S a is ics (INE), and h ough he Na ional Classifica ion o Eco-
nomic Ac i i ies (CNAE), specifically he companies associa ed wi h
g oup 79 (Tou ism ac i i ies), ca ying ou a ep esen a i e sample o
hese. The lis o ex ac ed companies was o 409 companies, which
we e p e iously con ac ed h ough hei CEOs o de elopmen man-
age s o de e mine hei knowledge abou he Me a e se, and he
op ions ha his echnology can o e in he ou ism field. Fo con e-
nience, a ype o sample selec ion is ca ied ou ha does no ollow a
p obabilis ic pa e n. This way o choosing implies ha each o he
elemen s in he popula ion does no ha e he same oppo uni y o be
chosen and depends en i ely on he esea che ’s c i e ia. I s use is
e y common in disciplines such as social sciences and business,
gi en ha he di e si y in he possible cha ac e is ics o he elemen s
s udied equi es es ablishing guidelines o he esea ch (Liao e al.,
2019). In ou case, he choice o his non-p obabilis ic modali y is
based on he need o companies o unde s and he Me a e se con-
cep and hei a o able disposi ion owa d i s use (Gil-Co de o e al.,
2023), The e o e, he in e iewees we e con ac ed be o ehand o
lea n abou hei knowledge o Me a e se echnologies and hei
P. Ledesma-Cha es, E. Gil-Co de o, A. Na a o-Ga cía e al. Jou nal o Inno a ion & Knowledge 9 (2024) 100535
4
willingness o pa icipa e in he s udy, p io o sending he ques ion-
nai e. The ques ionnai es we e hen sen ia a specific pla o m o
sel -adminis a ion. The esea ch was done be ween Oc obe and
Decembe 2023. Finally, he alid ques ionnai es ecei ed amoun ed
o 172, ejec ing hose ha we e incomple e o did no ha e adequa e
knowledge o Me a e se echnologies. This ep esen s a esponse
a e o 42.05 %.
The composi ion o he sample o companies can be seen in
Table 1. In o de o analyze he pe spec i e o Me a e se de elop-
men in ou ism companies and hei concep ion o i , he esea ch
analyzes bo h he p esence o a digi al and a ma ke ing depa men
in he analyzed ou ism companies. The da a show ha 56.1 % and
40.2 %, espec i ely, ha e a ma ke ing and digi al depa men . In
addi ion, wi hin he non-p obabilis ic me hodology and o ensu e
e i o ial ep esen a i eness and he gene aliza ion o he esul s,
he sample is composed o companies ep esen a i e o he main
Spanish ou is a eas.
Measu emen o a iables
The applica ion o he scales on companies means ha in he p es-
en s udy we ha e selec ed hose scales al eady es ed on companies,
and de i ed om p e ious s udies on echnological beha io and
adop ion. Thus, he Pe cei ed Use ulness and Ease o Use scales a e
adap ed om Da is (1989). Resis ance o Change is analyzed by
means o he scale o Alaiad e al. (2019). Fo he a iables E o
Expec ancy, Pe o mance Expec ancy and Social Influence, adap a-
ions o he scales o Venka esh e al. (2003) a e used, and Pe cei ed
Compa ibili y is ex ac ed om Moo e and Benbasa (1996). Beha -
io al In en ion is an adap a ion o Taylo and Todd (1995). Business
Sa is ac ion is a cons uc p e iously used in s udies on he adop ion
o Me a e se echnologies (Gil-Co de o e al., 2023), and is adap ed
om he wo k o DeLone and McLean (2016). A se en-poin Like
scale was used o all he a iables, wi h 1 being o al disag eemen
and 7 o al ag eemen . The ques ions asked in he di e en cons uc s
can be seen in Table 2.
Linea and non-linea app oach
Rega ding he ools employed, his s udy me ges bo h linea and
nonlinea s a egies o wo undamen al easons. Fo he e alua ion
o he hypo hesized ela ionships, we used Sma -PLS 4 (Ringle e al.,
2022). The explana o y powe o PLS-SEM has been demons a ed in
nume ous s udies in a ious disciplines (Hensele , 2018). In he fi s
Fig. 1. P oposed model
Table 1
Sample cha ac e is ics
Depa men s
P esence o Digi al Depa men 40.2 %
P esence o Ma ke ing Depa men 56.1 %
Te i o ial ep esen a ion
Ru al and inland ou ism 16.4 %
No he n beaches 17.9 %
Le an e beaches 21.5 %
Sou he n beaches 23.8 %
Island companies 15.6 %
O he ou ism companies 4.8 %
P. Ledesma-Cha es, E. Gil-Co de o, A. Na a o-Ga cía e al. Jou nal o Inno a ion & Knowledge 9 (2024) 100535
5
ins ance, business decisions o en exhibi a iabili y and a e highly
condi ioned by ex e nal and in e nal elemen s, especially in deci-
sions ela ed o unknown issues (Gil-Co de o e al., 2023). Second,
in line wi h he abo e, his s udy add esses an issue wi h high causal
complexi y and p ominen ex e nal social elemen s, which makes
he combined use o bo h me hodological s a egies mo e likely o
cap u e he eali y o he business decision-making p ocess (Gil-
Co de o e al., 2023). The e o e, a PLS-SEM analysis app oach is ini-
ially employed (Hai e al., 2019). This me hod will allow us o e al-
ua e he significance o he hypo heses o mula ed, and, he e o e,
he di ec ela ionships be ween he a iables. Howe e , business
beha io is de e mined by combina ions o hese a iables, which
may e en a y acco ding o in e nal and ex e nal ci cums ances,
app oaching a si ua ion o causal complexi y. Subsequen ly, he
sQCA me hodology is applied (Fiss, 2011), ha makes i possible o
iden i y all he combina ions o ac o s ha can lead o he desi ed
ou come (Beynon e al., 2016), in his case, Beha io al In en ion.
The combina ion o bo h me hodologies is mainly o ien ed o
espond o he heo e ical app oach o complexi y, which sugges s
ha in complex si ua ions such as business beha io , he e may be
mul iple non-ob ious causes (Schneide , 2018). The e o e, he p es-
en esea ch con empla es he use o bo h echniques and he sup-
po o hei esul s since, being an eme ging field o esea ch, bo h
he dominan and seconda y cons uc s and he ela ionships
be ween hem a e no ye defined. As a esul he app oaches
adop ed will allow us o ca y ou a mo e comple e analysis o he
esul s as well as o p opose be e ela ionships o u u e models.
In addi ion, an ini ial se o solu ions is ob ained, suppo ed bo h by
he s a is ical powe o he hypo heses and by hei p esence in he
di e en sample elemen s, which delimi s he concep ual ame-
wo k o be de eloped.
Resul s
PLS
Measu emen model
In ela ion o da a p ocessing, we ha e used he Sma -PLS 4 p o-
g am (Ringle e al., 2022). P io o his, a p elimina y assessmen o
he eliabili y and alidi y o he measu emen scales was ca ied
ou , ollowed by he analysis o he s uc u al model (Chin & Dibbe n,
2010). This me hod has ecei ed ex ensi e alida ion in a ious aca-
demic wo ks and has pa icula significance in he ealm o social
in es iga ions in ol ing limi ed sample sizes (Chin, 1998). On ela-
ion o he eliabili y o he a iables, he s udy ollows he app oach
p oposed by Roldan and Cepeda (2017), examining he indi idual
loadings and C onbach’s Alpha coe ficien . Specifically, indi idual
loadings a e equi ed o be g ea e han 0.7 and he Alpha coe ficien
needs o exceed 0.8 (Ringle e al., 2015). Bo h s anda ds a e me as
de ailed in Table 2. Howe e , due o he limi a ions o C onbach’s
Alpha coe ficien , he composi e alidi y indica o s a e also e alu-
a ed, which as well exceed he accep able alues o 0.8 es ablished
(Sa s ed e al., 2017). In addi ion, he a e age a iance ex ac ed
(AVE) is p esen ed o assess con e gen alidi y, which su passes he
h eshold o 0.5, conside ed app op ia e (Ringle e al., 2015).
Disc iminan alidi y assessmen examines how dis inc i e a spe-
cific cons uc is in compa ison o o he cons uc s. Disc iminan
alidi y has been examined using he He e o ai -Mono ai Ra io
Table 2
Scales and cons uc s
Cons uc /Dimension/Indica o Fac o Loading C onbachs
Alpha
Composi e
Reliabili y
A e age a iance
ex ac ed (AVE)
Pe cei ed Use ulness (PU) (Da is, 1989)0.954 0.967 0.879
Using he Me a e se will imp o e my business de elopmen pe o mance 0.952
Using he Me a e se in my ac i i ies will imp o e my business p oduc i i y 0.949
Using he Me a e se will enhance he e ec i eness o my business ac i i y 0.929
I belie e he Me a e se possesses u ili y o my company and i s g ow h. 0.920
Ease o Use (EU) (Da is, 1989)0.951 0.964 0.871
Lea ning how o use he Me a e se will be easy o my company 0.928
In gene al, I belie e ha he Me a e se will be easy o use 0.931
In e ac ion wi h he Me a e se will be flexible o my company 0.922
In e ac ing wi h he Me a e se will be easy o my company 0.953
Beha io al In en ion (BI) (Taylo & Todd, 1995)0.949 0.975 0.951
I plan o le e age he Me a e se o he ad ancemen o my business ope a ions 0.975
My aim is o inc easingly conduc a subs an ial po ion o my business ac i i ies wi hin he Me a e se. 0.976
Pe cei ed Compa ibii y (PC) (Moo e & Benbasa , 1996)0.951 0.968 0.910
Using he Me a e se in my company would be compa ible wi h my business model 0.939
Using he Me a e se o p omo e o ad e ise my company would be consis en wi h my company’s alues 0.967
Using he Me a e se in my company would fi wi h he alues o my company 0.955
Resis ance o Change (RC) (Alaiad e al., 2019)0.952 0.942 0.952
I wouldn’ wan he Me a e se o change he way my business is conduc ed 0.937
I do no wan he Me a e se o change my company’s in e ac ion wi h he consume 0.969
By assuming changes in he business me hodology o my business ha he Me a e se en ails, I would find i easy
o adap o i .
0.901
E o Expec ancy (EE) (Venka esh e al., 2003) 0.811 0.886 0.721
The applica ion o he Me a e se would be anspa en and easily comp ehensible o my business 0.906
I an icipa e no challenges in implemen ing he Me a e se wi hin my company 0.783
I pe cei e ha he Me a e se could b ing aluable benefi s o my business. 0.855
Pe o mance Expec ancy (PE) (Venka esh e al., 2003) 0.736 0.850 0.663
Le e aging he Me a e se would enable me o expedi e inqui ies o business ansac ions 0.901
In eg a ing he Me a e se would enhance he quali y o he p oduc s o se ices p o ided by my company 0.913
My company would ha e he capabili y o access he Me a e se om any de ice. 0.985
Social Influence (SI) (Venka esh e al., 2003) 0.949 0.975 0.951
I seems ha i my company does no manage he Me a e se, i is ou da ed 0.855
My consume s hink I should use he Me a e se 0.911
Business Sa is ac ion (BS) (DeLone & McLean, 2016)0.936 0.959 0.888
I hold he iew ha inco po a ing he Me a e se in o he business en i onmen is aluable 0.894
I am con inced ha in eg a ing he Me a e se could yield nume ous benefi s o my company 0.970
I belie e i would be wo hwhile o inco po a e he Me a e se in o my business ac i i ies. 0.961
P. Ledesma-Cha es, E. Gil-Co de o, A. Na a o-Ga cía e al. Jou nal o Inno a ion & Knowledge 9 (2024) 100535
6
(HTMT) (Sa s ed e al., 2017). I has been e ified ha in all ins an-
ces, he alues a e below he ecommended h eshold o 0.9, and
e en below 0.85, using a mo e cau ious app oach (Ringle e al., 2022)
(see Table 3). This disc iminan alidi y analysis indica es ha con-
s uc s ha heo e ically should no be ela ed do no , in ac , show a
significan connec ion (Roldan & Cepeda, 2017). Since he eflec i e
measu emen model has demons a ed bo h eliabili y and alidi y,
we p oceed wi h he e alua ion o he s uc u al model.
S uc u al model
The model is e alua ed h ough he pa h coe ficien s o he
endogenous a iables, as well as h ough he explained a iance (R
2
).
Fo he fi s s ep, he use o boo s apping (5,000 esamples) gene -
a es s anda d e o s and -s a is ics o assess he s a is ical signifi-
cance o he pa hs and hei significance (Hensele , 2018). The esul s
and significance o he di ec e ec s examined a e p esen ed in
Table 4. O he nine expec ed connec ions, six a e suppo ed while
h ee a e no confi med.
The obse a ion in Table 4 ega ding he hypo hesis con as s
o e s us some in e es ing esul s. Companies’sa is ac ion in using
he Me a e se is simila ly de e mined by Pe cei ed Use ulness ( -
alue 4.265) as well as Ease o Use ( - alue 4.009). Howe e , when
aced wi h a no el echnology, Resis ance o Change does no appea
as a de e minan . Wi h espec o Pe o mance Expec ancy, ano he
de e minan in he business wo ld, E o Expec ancy, is he mos
impo an de e minan ( - alue 6.093), while Pe cei ed Compa ibil-
i y, al hough impo an , has less impac ( - alue 3.224). Social Influ-
ence is no significan . We can obse e hese esul s in Table 4 and
Fig. 2.
Sa is ac ion does de e mine he in en ion o use Me a e se ech-
nologies by ou ism companies ( - alue 6.614), some hing ha does
no occu wi h Pe o mance Expec ancy. Howe e , Pe o mance
Expec ancy has a significan impac on he sa is ac ion o ou ism
businesses ( - alue 2.733). Ne e heless, i is impo an o no e ha
Sa is ac ion also plays an impo an ole in boos ing Pe o mance
Expec ancy, as indi ec e ec s indica e he significance o he ela-
ionship ( - alue 2.919).
Wi h espec o he alues o he explained a iance (R
2
), hese
can be seen in Table 5, whe e we can obse e an explana o y le el
abo e 50 % o he final a iable (53.4 %), which is high o a pa simo-
nious model wi h ew an eceden a iables (Sa s ed e al., 2020).
The explana o y esul s o he Pe o mance Expec ancy and Sa is ac-
ion a iables also show high le els, despi e ha ing only h ee an e-
ceden s each.
sQCA
The applica ion o he sQCA app oach ollowed he h ee unda-
men al s ages ou lined by Ragin (2008): da a calib a ion, u h able
cons uc ion and logical minimiza ion. Calib a ion assigns membe -
ship alues o he phenomenon, shi ing om a quan i a i e o a quali-
a i e app oach, suppo ed by p e ious s udies (G eckhame e al.,
2018). Ensu ing p ecise calib a ion is pi o al in sQCA o p e en inac-
cu acies ha could comp omise he alidi y and eliabili y o he ou -
comes. Fuzzy se s p esen benefi s by u ilizing calib a ion ins ead o
measu emen , assigning membe ship alues wi hin he ange o 0 o 1
o dis inc da a ca ego ies (condi ions and esul s). The p ecision is
influenced by he selec ion o he calib a ion unc ion and he h esh-
old cu o s ha es ablish he deg ee o membe ship (Beynon e al.,
2016). The algo i hm p o ides he main s a is ical a iables o he
an eceden s, as shown in Table 6.
Da a calib a ion in ol es modi ying he o iginal 7-poin Like
scale o c ea e a sui able da a se . This p ocess consis s o wo s eps:
1) calcula e he mean o each cons uc using he esponses and, 2)
modi y he ob ained da a acco ding o he pe cen ile o he a e age
sco e o each cons uc . (Ragin & S and, 2008). The ou comes o cali-
b a ion a e con ingen upon he chosen calib a ion ype and he
selec ed cu -o poin s. In his case, we op ed o he 90 h, 50 h and
10 h pe cen iles, ollowing he me hodology p oposed by K aus e al.
(2018).Table 6 displays he s a is ical cha ac e is ics o he ou comes
and he p eceding condi ions, while Table 7 de ails he necessa y
condi ions.
Following he c i e ia o Fiss (2011), we can de e mine hose con-
di ions ha a e necessa y i he consis ency exceeds he h eshold o
0.9. Looking a Table 7, Sa is ac ion (0.9435) and Pe cei ed Compa i-
bili y (0.9343) a e conside ed as such and will be bo ne in mind la e
in he cons uc ion o he u h able (Pappas & Woodside, 2021).
This is he nex s ep and comp ises he se o solu ions ha can be
ob ained unde he possible combina ions o an eceden s. Th ough a
logical minimiza ion o combina ion numbe s, he ou comes become
mu ually independen . (Fiss, 2011).
The ob ained u h able (Table 8) con ains he main pa ame e s
ha he algo i hm equi es o i s alidi y, o e ing h ee solu ions o
he p esence o In en ion o Use. Pe cei ed Use ulness and Pe cei ed
Compa ibili y a e p esen in all h ee solu ions, hus indica ing hei
impo ance in he analysis. The consis ency le els o he solu ions a e
abo e 0.8. Fu he mo e, in a mo e es ic i e c i e ion, hose
Table 3
He e o ai -mono ai adio (HTMT)
Cons uc s PC EE PE EU SI BI RC BI PI
PC
EE 0.797
PE 0.817 0.749
EU 0.662 0.797 0.683
SI 0.547 0.646 0.749 0.340
BI 0.815 0.678 0.672 0.626 0.563
RC 0.407 0.800 0.654 0.677 0.325 0.275
BI 0.817 0.814 0.832 0.554 0.516 0.773 0.352
PU 0.836 0.762 0.817 0.597 0.603 0.719 0.357 0.812
Table 4
Hypo hesis es ing He pues o pun os decimales:-
E ec s o endogenous a iables Pa h coe ficien Confidence in e als (95 %) - alue Significance o he e ec (P- alue)
5 % CIhi 95 % Cihi
PU −>BS (H1) 0.481 0.275 0.720 4.265 Sí (0.000***)
EU −>BS (H2) 0.393 0.177 0.404 4.009 Sí (0.000***)
RC −>BS (H3) -0.079 -0.265 0.185 0.679 No (0.497)
PC −>PE (H4) 0.468 0.236 0.560 3.224 sí (0.001**)
EE −>PE (H5) 0.631 0.440 0.843 6.093 Sí (0.000***)
SI −>PE (H6) 0.149 -0.021 0.307 1.803 No (0.071)
PE −>BI (H7) 0.121 -0.064 0.343 1.173 No (0.241)
PE −>BS (H8) 0.372 0.071 0.612 2.733 Sí (0.006**)
BS −>BI (H9) 0.646 0.433 0.816 6.614 Sí (0.000***)
*** p<0.001, ** p<0.01, * p<0.05, ns: no significan (based on (4999), wo- ailed es ).
P. Ledesma-Cha es, E. Gil-Co de o, A. Na a o-Ga cía e al. Jou nal o Inno a ion & Knowledge 9 (2024) 100535
7
solu ions whose unique co e age was abo e 1 % we e selec ed (Pap-
pas & Woodside, 2021). O e all solu ion co e age is a he ecom-
mended 80 % (G eckhame e al., 2013), and he consis ency is ound
o be 0.9622, well abo e he minimum o 0.75 indica ed in he li e a-
u e (Rihoux & Ragin, 2008), hus p o iding good pa ame e s. In he
p esen in es iga ion, absence e e s o a condi ion ha is i ele an
o he p oposed solu ion. As indica ed by Pappas and Woodside
(2021), absence and nega ion ha e been used in e changeably in he
esea ch, so ha a nega ion also e e s o he absence o he condi-
ion.
Discussion
The esul s ob ained allow us o achie e he objec i es o he
s udy wi h a high le el o success. Howe e , we will now analyze he
di e en cons uc s and he ela ionships ob ained. Rega ding he
ela ionship be ween Pe cei ed Use ulness and Sa is ac ion (H1), he
esul s show i o be significan . This esul coincides wi h he
esea ch o Anda wa i e al. (2019) ega ding SMEs’adop ion o
mobile echnology, indica ing ha he esul s we e due o he
inc eased e ec i eness o ansac ions ha he new echnology
b ough . Ni wan o and Anda wa i (2019) also speak o he pe cep ion
ha asks a e comple ed quickly, e ec i ely and wi h a high deg ee
o ease, he ela ionship being also significan , as is he case in hei
s udy on he implemen a ion o in o ma ion sys ems in o ganiza-
ions. Selama and Windasa i (2021) as well highligh he posi i e
o ien a ion o he ela ionship, in a con ex o g adual adop ion o i -
ual echnology, such as cha box. The p esence o Pe cei ed Use ul-
ness in he h ee solu ions p oposed in he applied me hodology
speaks o he impo ance o he cons uc in he p ocess o he iden i-
fica ion by he companies o he echnological unc ionali y o he
Me a e se, a iew sha ed by p e ious s udies such as ha o Gil-Co -
de o e al. (2023). Pe cei ed Use ulness is one o he an eceden s,
oge he wi h Resis ance o Change, ha appea s as p esen in all sol-
u ions. In o he wo ds, Pe cei ed Use ulness p o ides an eno mous
combina i e capaci y o he adop ion o Me a e se echnologies in
ou ism companies.
Table 5
Va iance explained
R
2
Ajus ed
Pe o mance Expec ancy 0.714
Business Sa is acci
on 0.644
Beha io al In en ion 0.534
Table 6
S a is ics
Va iable Mean S d. De .
PU 0.4500000 0.2929580
EU 0.4498780 0.2823140
PC 0.4843902 0.2960310
RC 0.4709756 0.2482751
EE 0.4618293 0.2537145
PE 0.4647561 0.2670079
SI 0.3737805 0.2544753
BS 0.5026829 0.2895204
BI 0.4084146 0.2963332
Fig. 2. P oposed model wi h loadings and hypo hesis es ing
*** p<0.001, ** p<0.01, * p<0.05, ns: no significan (based on (4999), wo- ailed es ).
P. Ledesma-Cha es, E. Gil-Co de o, A. Na a o-Ga cía e al. Jou nal o Inno a ion & Knowledge 9 (2024) 100535
8
