Ha sandaldeep Kau ; Kau , Pa mee
A icle
Ai line sel -se ice echnology adop ion: Mode a ing
impac o gende and expe ience
Global Business & Finance Re iew (GBFR)
P o ided in Coope a ion wi h:
People & Global Business Associa ion (P&GBA), Seoul
Sugges ed Ci a ion: Ha sandaldeep Kau ; Kau , Pa mee (2024) : Ai line sel -se ice echnology
adop ion: Mode a ing impac o gende and expe ience, Global Business & Finance Re iew (GBFR),
ISSN 2384-1648, People & Global Business Associa ion (P&GBA), Seoul, Vol. 29, Iss. 5, pp. 1-13,
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I. In oduc ion
The signi icance o eme ging echnology in daily
li e canno be o e s a ed. Technology has e olu ionized
he way we li e, wo k, play and a el. The widesp ead
adop ion o echnology in almos e e y indus y has
Recei ed: Jan. 5, 2024; Re ised: Jan. 26, 2024; Accep ed: Feb. 12, 2024
† Co esponding au ho : Pa mee Kau
E-mail: pa mee [email protected]
now become a necessi y (Lee e al., 2022; Islam,
2023). When i comes o using mode n echnology,
he a el indus y is no di e en in e ms o adop ion
(Sa aeimanesh e al., 2021). These days, echnology
is used by e-comme ce companies in cus ome
suppo , cus ome sel -se ice and online se ices
(Feng e al., 2018; Hwang 2022). A apid inc ease
in echnology ad ancemen speci ically ela ed o
he in e ne has con ibu ed owa ds he g ow h o
ai line indus y by p o iding be e se ices a lowe
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 5 (JUNE 2024), 1-13
pISSN 1088-6931 / eISSN 2384-1648 H ps://doi.o g/10.17549/gb .2024.29.5.∣1
ⓒ2024 People and Global Business Associa ion
GLOBAL BUSINESS & FINANCE REVIEW
www.gb jou nal.o g
o inancial sus ainabili y and people-cen e ed global business1)
A
i line Sel -Se ice Technology Adop ion: Mode a ing Impac o
Gende and Expe ience
Ha sandaldeep Kau
a
, Pa mee Kau
b†
aAssocia e P o esso , Uni e si y School o Financial S udies, Gu u Nanak De Uni e si y, Am i sa , Punjab, India
bResea ch Schola , Uni e si y School o Financial S udies, Gu u Nanak De Uni e si y, Am i sa , Punjab, India
A
B S T R A C T
Pu pose: The pu pose o he pape is o examine he ole o echnology pa adoxes, including echnology anxie y,
insecu i y and o ced usage, o unde s and consume adop ion beha io owa ds sel -se ice echnology. The p esen
s udy also in es iga es he mode a ing e ec o gende and expe ience on he ela ionship be ween pa adoxes and
adop ion a i ude owa ds sel -se ice echnology.
Design/me hodology/app oach: In his s udy, a quan i a i e esea ch app oach was employed. We es ed he e-
sea ch hypo heses using su ey da a collec ed om 249 use s o sel -se ice echnology in he ai line sec o . Fu he ,
we es ed he s uc u al pa h ela ionship using Sma PLS-4.
Findings: The indings ha e e ealed he signi ican impac s o echnology anxie y and insecu i y on adop ion
a i ude. The indings also e eal he pa ial mode a ing oles o gende and expe ience in he link be ween pa a-
doxes and adop ion a i ude.
Resea ch limi a ions/implica ions: This s udy does no conside o he ac o s in luencing consume adop ion o
sel -se ice echnology, such as ease o use, us , and speed. The p esen s udy elies on c oss sec ional da a
o s udy consume a i udes. Longi udinal esea ch is equi ed o examine consume adop ion a i udes owa ds
echnology in long un.
O iginali y/ alue: The p esen s udy con ibu es o li e a u e by in es iga ing he ole o pa adoxes o unde s and
consume adop ion a i udes and also de e mine he s a egies ha mus be ocused upon by se ice p o ide s o
enhance he expe ience o cus ome s using sel -se ice echnology.
Keywo ds: Sel -se ice echnology, Technology anxie y, Insecu i y, Fo ced usage, Adop ion a i ude
Copy igh : The Au ho (s). This is an Open Access jou nal dis ibu ed unde he e ms o he C ea i e Commons A ibu ion
ⓒ
N
on-Comme cial License (h ps://c ea i ecommons.o g/licenses/by-nc/4.0/) which pe mi s un es ic ed non-comme cial use, dis ibu ion
,
and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed.
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 5 (JUNE 2024), 1-13
2
cos s (Islam, 2023). Sel -se ice echnology o e s
ad an ages o bo h cus ome s and ai lines (Cse di &
Kenesei, 2020). Sel -se ice op ions o e economical
and as e op ions o cus ome s as compa ed o
adi ional se ice encoun e s (Cas illo-Manzano &
Lopez-Valpues a, 2013) and educe anxie y caused
by c i ical se ice ep esen a i es (Cunningham e
al., 2008). Wi h espec o companies, hese op ions
ha e imp o ed p oduc i i y and e iciency, led o
educed labo cos s, and allowed he de elopmen
o a compe i i e niche ma ke (Cas illo-Manzano &
Lopez-Valpues a, 2013; Yang e al., 2021). Howe e ,
due o unique pe sonali y and assimila ion a ia ion,
no all ou is s a e keen o adop sel -se ice
echnologies (Timmo & Ka z-Na on, 2008).
Nume ous echnological inno a ions a e adical
o cus ome s and may cause hem anxie y. This
eluc an a i ude owa ds SSTs adop ion becomes
a hu dle o companies' success (Gunasinghe &
Nanayakka a, 2021). In his echnological e a, mos
o ganiza ions delibe a ely ocus on he cus ome 's
expe ience owa ds he usage o echnology (Kaushik &
Rahman, 2015), while cus ome s also e alua e he
pe o mance o echnology by eac ing in a posi i e
o nega i e way (Johnson e al., 2008). P e ious
esea che s ha e mainly ocused on he mo i a o s
o echnology adop ion (Meu e e al., 2005;
Sa aeimanesh e al., 2021), bu ha e igno ed nega i e
aspec s such as pa adoxes (an ac o beha io ha
seems con adic o y quali ies), which need o be
add essed in o de o unde s and esis ance beha io
o cus ome s (Johnson e al., 2008; Kleijnen e al.,
2009). Tapping his gap, he p esen s udy examines
he impac o pa adoxes ( echnology anxie y, insecu i y
and o ced usage) on echnology adop ion a i ude.
This is because i hese con adic ions a e igno ed,
ma ke ing ac ics in ended o inc ease sa is ac ion
and loyal y owa ds sel -se ice echnology may be
unsuccess ul.
D awing om he heo e ical pe spec i e in he
li e a u e o psychology, he psychological eac ance
heo y gi en by B ehm, (1966) s a es ha when
consume expe iences SSTs in a bondage si ua ion,
hey will ne e belie e in ha echnology, esul ing
in a doub ul a i ude conce ning he pe o mance
o sel -se ice echnology (Reinde s e al., 2008).
Based on his heo y, we in es iga e he impac o
o ced usage on adop ion a i ude, which has a ely
been s udied in he li e a u e. Since he con ex o
his esea ch is public anspo se ices ( ha is ai line
sec o ), his could be use ul o anspo companies
who a e planning o ca y ou echnology inno a ion
o he i s ime (Cse di & Kenesei, 2020). Fu he ,
based on heo e ical pe spec i e objec i e o his
esea ch, which is o explo e psychological cons uc s
such as echnology anxie y and o ced usage ha
ha e nega i e impac on consume 's a i ude owa ds
sel -se ice echnology. This has ne e been ex ensi ely
discussed in p e ious li e a u e so a . We emphasize
hese cons uc s o gain a be e unde s anding o
esis ance a i ude o consume s owa ds echnology.
Fu he mo e, he s udy acknowledges he impac o
gende di e ence on adop ion a i udes owa ds
echnology. The e a e nume ous s udies a ailable in
he li e a u e which ha e epo ed ha gende
in luences adop ion beha io (Hsiao & Tang, 2015;
A i in e al., 2022). Meanwhile, li le esea ch has
been conduc ed o ind he ole o gende on adop ion
o echnology a ai po s. Acco dingly, his esea ch
con ibu es owa ds he be e unde s anding o how
men and women dis inguish sel -se ice echnology
adop ion in he con ex o a de eloping coun y.
Fu he , his esea ch explo es he mode a ing impac
o expe ience on ela ion be ween pa adoxes and
adop ion a i ude by applying mul i-g oup analysis.
The emainde o he pape is o ganized in he
ollowing manne . The i s sec ion includes an
in oduc ion, heo e ical backg ound and esea ch
hypo heses. The nex sec ion delinea es he esea ch
me hodology and esul s. Finally, he pape concludes
wi h discussion o he esul s, including he
implica ions and limi a ions o he s udy.
Ha sandaldeep Kau , Pa mee Kau
3
II. Li e a u e Re iew
A. Theo e ical Backg ound
A echnology's e ec i eness depends on a use 's
eadiness o adop i . In addi ion, he success o no el
echnologies also depends on i m's abili y o con ince
consume s ega ding i s bene i s (Cse di & Kenesei,
2020). Howe e , es ic ions in se ice deli e y
op ions de elops esis ance beha io which s imula e
a nega i e mindse owa ds echnology. Fes inge ,
(1962) cogni i e dissonance heo y as a heo e ical
amewo k, posi s ha people expe ience con adic o y
belie s, alues o ideas a e a s ess ul expe ience.
This heo y has been widely used in in o ma ion
echnology esea ch in o de o desc ibe eac ions,
wi h dis inc ions be ween p e and pos se ices
pe o mance (Ma ikyan e al., 2020). Wi h a posi i e
expe ience, use s app ecia e he bene i s o echnology,
and wi h a nega i e expe ience, hey become anxious.
This esea ch holds signi icance as i iden i ies
nega i e aspec s such as echnology pa adoxes which
ha e an ad e se e ec on i m's pe o mance.
Fu he mo e, he p esen s udy also d aws upon
echnology eadiness amewo k p oposed by
Pa asu aman (2000) o unde s and he wo echnology
inhibi o s: echnology anxie y and insecu i y.
Pa asu aman's heo e ical amewo k (TRI) has been
used by he esea che s o unde s and men al
complexi ies while adop ing sel -se ice echnology.
The p esen s udy also d aws om he psychological
eac ance heo y gi en by Jack B ehm o desc ibe
he unwilling na u e o use s owa ds SSTs. This
heo y explains he unpleasan mo i a ional eac ion
ha elimina es speci ic beha io al eedom.
Resis ance beha io can be a ec ed by psychological
ba ie s (Kim & Bae, 2020). Mo eo e , nega i e
associa ion o echnology anxie y and SST usage
is an impo an psychological aspec which has been
discussed in p io s udies (Cobelli e al., 2021; Liu
2012). Technology anxie y u he helps o explain
he o ced usage concep ha we conside in ou
s udy. The psychological eac ance heo y sugges s
ha use s lose us in echnology when hey a e
o ced o use i , and his leads o pe o mance
ambigui y (Feng e al., 2018), which u he de elops
nega i e a i udes owa ds echnology.
B. Adop ion A i ude
An a i ude is de ined as "a psychological endency
ha is exp essed by e alua ing a pa icula en i y
wi h some deg ee o a o o dis a o " (Eagly &
Chaiken, 1993, p.1). I e lec s he eeling o auspicious
o inauspicious owa ds echnology usage (Hsiao &
Tang, 2015). A i ude helps in e alua ing objec s,
people, ac i i ies, e en s, en i onmen o ideas ei he
in posi i e o nega i e way (Kaushik e al., 2015).
I becomes e y di icul o e alua e he a i ude o
cus ome s owa ds echnology which is e a ic wi h
ad ancemen in echnology (Cu an e al., 2003).
On he basis o he abo e discussion, he p esen
s udy has de e mined ha he ollowing cons uc s
ha e ad e se impac s on consume a i udes.
C. De elopmen o Resea ch Hypo heses
1. Technology Anxie y and Adop ion A i ude
The concep o echnology anxie y is acqui ed om
he compu e anxie y li e a u e (Tsai e al. 2020).
Technology anxie y is one o he mos in luen ial
ac o ha a ec s a consume 's decision o use o
no o use SSTs (Cobelli e al., 2021; Liu, 2012).
Technology anxie y is de ined as complex emo ions
such as ea , ne ousness and insecu i y associa ed
wi h echnology usage (T oisi e al., 2022). Inno a ion
esea ch demons a es ha ini ial ial o some hing
new de elops s ong emo ions, and anxie y is pa
o his (E anschi zky e al., 2015). In a s udy o
he e-lea ning en i onmen , Gunasinghe & Nanayakka a
(2021) epo ed he nega i e in luence o echnology
anxie y on adop ion a i ude. P io li e a u e p o ides
mo e e idence ha ea ul emo ions owa ds
echnology c ea e anxie y, esul ing in nega i e
a i udes (Cobelli e al., 2021). Based on p e ious
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 5 (JUNE 2024), 1-13
4
a gumen s, we also an icipa e ha echnology anxie y
will nega i ely in luence adop ion a i ude and
hypo hesize as below.
H1:
Technology anxie y has nega i e impac on
use 's adop ion a i ude owa ds SSTs.
2. Insecu i y and Adop ion A i ude
Insecu i y e lec s he cus ome 's "dis us o
echnology and skep icism abou i s abili y o wo k
p ope ly" (Pa asu aman, 2000). Insecu i y is a
nega i e eeling ha igge s he nega i e a i ude
o a po en ial adop e (Kaushik e al., 2015). Because
o his un a o able a i ude, consume s migh dis ance
hemsel es om echnology because hey assume
ha he inno a ion migh be ha m ul o hem
(Kleijnen e al., 2009). In suppo o abo e, Mandina
& Ma sikain (2021) ound insecu i y o be key ac o
in p edic ing nega i e a i udes in he sel -se ice
li e insu ance con ex . Also, in he con ex o
sel -se ice bag d op echnology, consume s wi h
eelings o isk and ea a e less likely o explo e
inno a ion esul ed in nega i e a i ude (Pa k e al.,
2021). Hence, based on p e ious s udies, i has been
concluded ha insecu i y s ongly p edic s he
esis ance a i ude o consume owa ds echnology.
The e o e, we p opose:
H2:
Insecu i y has a nega i e impac on a use 's
adop ion a i ude owa ds SSTs.
3. Fo ced Usage and Adop ion A i ude
Fo ced usage means ha cus ome s ha e no o he
op ions o he han on-si e SSTs o choose se ice
deli e y mode (Reinde s e al., 2008; Liu, 2012).
Comple e eplacemen o s a in e ac ion wi h SSTs
can lead o esis ance beha io lead o nega i e
ou comes (Feng e al., 2018). Acco ding o psychological
eac ance heo y, when a consume eels a loss o
eedom, hey become mo e in e es ed in in e ac ing
wi h on line employees and less in e es ed in using
SST. This esul s in nega i e a i ude owa ds
echnology which leads o pe o mance ambigui y
(Johnson e al., 2008). Simila ly, when he se ice
p o ide o ces he cus ome o use SST, his may
make he cus ome eel exploi ed and de elop
nega i e eelings owa ds SSTs (Reinde e al., 2008;
Liu, 2012). Thus, we p opose a hypo hesis based
on heo e ical backg ound ha sugges s nega i e
ela ion be ween o ced usage and cus ome a i ude.
H3:
Fo ced usage has nega i e impac on use 's
adop ion a i ude owa ds SSTs.
4. Mode a ing E ec o Gende
In he echnology adop ion con ex , gende
di e ences ha e a ac ed he a en ion o esea che s
o e he decades. Nume ous s udies in he li e a u e
ha e pu emphasis on gende di e ences in
echnology adop ion (Bake e al., 2007; Hsiao &
Tang, 2015). Amin (2006) claimed ha male cus ome s
ha e mo e posi i e a i udes owa ds echnology han
emales in he banking SMS con ex . Na e al., (2021)
a gued ha males a e mo e open owa ds new
inno a ions. Males ha e also ound o ha e mo e
a o able a i udes owa ds e-comme ce han emales
(Pijpe s e al., 2001), who a e mo e conscious abou
he secu i y aspec s (Amin e al., 2006). Based on
he abo e discussion, we p opose he ollowing
hypo heses:
H4:
Gende has a signi ican mode a ing ole in
he ela ionship be ween echnology anxie y
and adop ion a i ude. Speci ically, he
ela ionship will be s onge o emale
cus ome s han o male cus ome s.
H5:
Gende has a signi ican mode a ing ole in
he ela ionship be ween insecu i y and
adop ion a i ude. Speci ically, he ela ionship
will be s onge o emale cus ome s han
o male cus ome s.
H6:
Gende has a signi ican mode a ing ole in
he ela ionship be ween o ced usage and
adop ion a i ude. Speci ically, he ela ionship
will be s onge o emale cus ome s han
o male cus ome s.
Ha sandaldeep Kau , Pa mee Kau
5
5. Mode a ing E ec o Expe ience
Acco ding o Schmi (1999) expe ience is de ined
as "senso y, emo ional, cogni i e, beha io al and
ela ional alues ha eplace unc ional ones". In
simple wo ds, people's engagemen wi h he se ices
o e a longe pe iod o ime leads o he de elopmen
o expe ience (Pine & Gilmo e, 1998). As cus ome
expe ience using echnology inc eases, he e is
educ ion in insecu i y owa ds echnology (O' Cass
Fenech, 2003). P e ious s udies in e-comme ce ha e
indica ed ha he pas expe ience mo i a es and
in luence he indi idual o adop echnology (Kwak
e al., 2002; T ipa hi, 2018). The e o e, expe ience
ac s as an impo an mode a o in echnology con ex
because expe ience may change he p e e ences o
use s o e ime (Alsheh i e al., 2020). Mo e
expe ience owa ds sel -se ice echnology de elops
a o able a i ude owa ds i which u he helps o
se o he ou comes ela ed o o ced usage (Cu an
e al., 2003). D awing om he discussion abo e,
i is p oposed ha expe ience ac s as an impo an
mode a o , wi h he po en ial o modi y he ela ions
in he esea ch model (see Figu e 1). The e o e, we
pos ula e he ollowing hypo heses:
H7:
Expe ience has a signi ican mode a ing ole
in he ela ionship be ween echnology anxie y
and adop ion a i ude. Speci ically, he
ela ionship will be s onge o less
expe ienced han mo e expe ienced cus ome s.
H8:
Expe ience has a signi ican mode a ing ole
in he ela ionship be ween insecu i y and
adop ion a i ude. Speci ically, he ela ionship
will be s onge o less expe ienced han mo e
expe ienced cus ome s.
H9:
Expe ience has a signi ican mode a ing ole
in he ela ionship be ween o ced usage and
adop ion a i ude. Speci ically, he ela ionship
will be s onge o less expe ienced han mo e
expe ienced cus ome s.
III. Me hods
A. Choice o Indus y
India's a ia ion indus y is one o i s as es
g owing. I is expec ed ha in he yea 2024, i will
be he 3
d
la ges a ia ion indus y in he wo ld (Ci il
A ia ion, 2023). In he mode n e a, demand o
sel -se ice echnology has inc eased emendously,
and abou 80% o ai lines wo ldwide ha e ocused
on in es ing in echnological equipmen (Gu es e
al., 2018). Thus, he p esen s udy has been conduc ed
on he a ia ion sec o .
B. S uc u e o Ques ionnai e and Da a
Collec ion
The p esen esea ch used sel -adminis e ed
ques ionnai e o collec da a. Con enience sampling
was used o da a collec ion. The s udy's sample
consis ed o business class a ele s, who a el o en.
Business a ele s p e e sel -check-in o e leisu e
a ele s in o de o sa e ime (Wi me 2011). The
ques ionnai e had wo sec ions. The i s sec ion
included demog aphics ela ed o gende , age,
Figu e 1. Concep ual model
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 5 (JUNE 2024), 1-13
6
quali ica ion and expe ience, and he second sec ion
was ela ed o ou cons uc s, namely echnology
anxie y, insecu i y, o ced usage and adop ion
a i ude. In his s udy we employed 7-poin Like
scale as a su ey ins umen anging om 1
(Comple ely disag ee) o 7 (Comple ely ag ee). We
de ined he dependen and independen a iables by
conside ing he p e ious li e a u e. Table 1 shows
he measu es o cons uc s used in ou s udy.
The da a was collec ed om 300 esponden s ou
o hem, 249 alid esponses we e ob ained, which
is an accep able sample as pe Wi me , 2011 in
anspo esea ch. The ques ionnai e was dis ibu ed
o hose esponden s who had expe ience o buying
icke and collec ing boa ding pass using ei he one
o all he men ioned ways such as ai line websi es,
mobile apps and sel -se ice kiosks a ai po s. De ail
desc ip ion o sample is in Table 2.
Cons uc Indica o s
Technology anxie y
Meu e e al., (2005);
Reinde s e al., (2008);
Lee e al., (2012)
TA1: I a oided he echnology because o un amilia i y.
TA2: I eel ne ous o use echnology because o making mis akes.
TA3: I ea ha I migh damage i in some way.
TA4: Technical/ di icul e ms on sys em con use me.
TA5: I a ely/seldom use echnology ela ed se ices.
Insecu i y
Meu e & Bi ne (1998);
Lee e al., (2012);
Kaushik & Rahman, (2015)
INS1: I do no eel secu e while p o iding pe sonal in o ma ion o e Kiosks/websi es/apps.
INS2: I eel wo ied ha in o ma ion seen by o he s.
INS3: I do no eel sa e o p o ide c edi /debi ca d numbe o e compu e .
INS4: I do no eel con iden doing ansac ions using sel -se ice echnology.
INS5: I eel ouble i some hing go w ong while using sel -se ice echnology.
Fo ced usage
Reinde e al., (2008);
Liu, (2012)
FU1: When I need se ices only sel -se ices acili ies a e a ailable.
FU2: I ha e less eedom o choose a se ice deli e y mode.
FU3: Se ice p o ide o ced me o use Sel -Se ice echnology.
FU4: No choice o in e ac ion wi h se ice employees is a ailable.
Adop ion A i ude
Kaushik e al., (2015);
Hsiao & Tang, (2015)
ADATT1: I eel ha using sel -se ice echnology is good idea.
ADATT2: I ha e posi i e pe cep ion o using sel -se ice echnology.
ADATT3: I like o use sel -se ice echnology.
ADATT4: I in end o use sel -se ice echnology in u u e.
ADATT5: I would ecommend my iends/ ela i es o use sel -se ice echnology.
Table 1. Va iables and indica o s
Gende Coun Pe cen age% Quali ica ion Coun Pe cen age%
Male 111 44.6 P ima y educa ion 4 1.6
Female 138 55.4 High School 6 2.4
249 100 Bachelo Deg ee 83 33.3
Pos g adua e Deg ee 156 62.7
249 100
Table 2. Demog aphic cha ac e is ic
Ha sandaldeep Kau , Pa mee Kau
7
IV. Resul s
A. Da a Analysis
Sma PLS-4 so wa e was used o analysis
pu pose (Ringle e al., 2015). Fu he mul i-g oup
analysis was pe o med o ind he e ec s o gende
and expe ience as mode a o s. Be o e applying
mul i-g oup analysis, he e is equi emen o es ablish
measu emen in a iance; o ha pu pose, he
MICOM (Measu emen in a iance o composi e)
app oach was used (Rasoolimanesh e al., 2017).
1. Common Me hod Bias
Fo e alua ing common me hod biasness, he
alues o a iance in la ion ac o (VIF) inne model
we e assessed h ough PLS-SEM. In he p esen s udy,
all he alues o VIF a e below 3.33 ( e . able 3),
which sugges s he absence o common me hod
biasness (Hai e . al., 2011; Kock, 2015; Islam, 2023).
2. Measu emen Model
Using Sma PLS4 so wa e, we e alua ed he
alidi y o cons uc s in p oposed model. Ini ially
we alida e he model o whole sample (249 cases),
hen Mul i-g oup pa ial leas squa e analysis was
un o make compa ison be ween g oups such as:
males, emales, high and low expe ience. Table 3
shows he C onbach's Alpha ( ), composi e eliabili y
α
( ho_a) o all cons uc s which is abo e he
ecommended cu o alue o 0.7, hus indica e good
eliabili y (Hai e al. 2010). Con e gen alidi y was
measu ed h ough he alues o AVE (A e age
Va iance Ex ac ed), which is well abo e he h eshold
limi o 0.5 (Hai e al., 2016). So we con i m
con e gen alidi y. Acco ding o Hensele e al.,
(2015), He e o ai -Mono ai (HTMT) c i e ion is
mo e eliable as compa ed o Fo nell and La cke
c i e ion in PLS-SEM. The e o e, his s udy applies
HTMT c i e ion (see Table 3). All HTMT alues
o cons uc s we e obse ed o be below he limi
0.90, which con i ms he disc iminan alidi y unde
s udy (Hai e al., 2020).
3. Measu ing In a iance o Composi es (MICOM)
The mode a ing impac o gende and expe ience
o he cus ome on he concep ual model was
examined h ough PLS mul i-g oup analysis. Mul i-
g oup analysis can be un only i he 2 ou o 3
condi ions o MICOM (measu ing in a iance o
composi es) a e success ul. So, acco ding o Hensele
e al., (2016) es ing o composi es he MICOM
p ocess in ol es h ee s eps: con igu al in a iance,
composi ional in a iance, and mean and a iance
in a iance. Table 4 shows he esul s o MICOM
o ul ill he p e- equi emen s o mul i-g oup analysis.
The ini ial s ep o con igu al in a iance was sa is ied
by asse ing he ac ha same cons uc s, same
algo i hm and simila scale was applied o males,
emales and expe ience. Fu he , second s ep
composi ional in a iance was es ablished h ough
pe mu a ion, and he co ela ion was obse ed o all
unde he accep ance egion o con idence in e als
a 5%. Las s ep o mean and a iance di e ence
was no ul illed unde he s udy. The e o e, pa ial
in a iance was es ablished, and we jus i y he wo
condi ions o applica ion o mul i-g oup analysis
Age Expe ience
18-25 18 7.2 Las six mon hs 71 28.5
26-35 118 47.4 Six mon hs o one yea 81 32.5
36-45 90 36.1 One o wo yea s 36 14.5
Abo e 45 23 9.2 Mo e han wo Yea s 61 24.5
249 100 249 100
Table 2. Con inued
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 5 (JUNE 2024), 1-13
8
by MICOM (Hensele e al., 2016).
4. S uc u al Model
A e con i ming eliabili y and alidi y, we
accessed he s uc u al model ou comes. Table 5
shows he pa h coe icien s esul ing om unning
boo s apping p ocedu e wi h 249 cases and 5000
sub samples. Ou o h ee, wo hypo heses (H1, H2)
we e con i med by boo s apping, and one hypo heses
(H3) was ejec ed. Resul s show nega i e impac o
echnology anxie y, insecu i y (H1, H2) on adop ion
a i ude wi h he P- alue less han 0.05. Fu he , o ced
usage was ound o ha e insigni ican ela ion wi h
adop ion a i ude, wi h a P- alue abo e 0.05.
To in es iga e he mode a ing e ec o gende ,
mul i g oup analysis was un using PLS-4. Table
6 shows he mode a ing e ec and indica ed ha
Cons uc s Con igu al in a iance Composi ional
in a iance (Gende )
Composi ional
in a iance (Expe ience)
Pa ial measu emen
in a iance es ablished
Technology Anxie y Yes 0.995 0.997 Yes
Insecu i y Yes 0.995 0.995 Yes
Fo ced Usage Yes 0.994 0.990 Yes
Adop ion A i ude Yes 0.998 0.999 Yes
Table 4. Resul s o in a iance measu emen es ing using pe mu a ion (Gende and Expe ience)
Pa hs βSD T- alues P- alues Resul
TA->ADATT -0.398 0.085 0.096 0.000 S
INS->ADATT -0.221 0.084 2.629 0.009 S
FU-> ADATT -0.008 0.087 4.668 0.924 NS
N
o es: - O iginal Sample; S.D. deno es s anda d de ia ions; - alues signi ies c i ical a io, TA-Technology anxie y, INS- Insecu i y, FU- β
Fo ced usage, ADATT- Adop ion a i ude; NS-No Suppo ed; S- Suppo ed
Table 5. Resul s o hypo heses es ing (Comple e)
Cons uc s
Cons uc Reliabili y and
Validi y Disc iminan alidi y
Common
Me hod
Biasness
α ho_a AVE ADATT FU INS TA VIF
Adop ion A i ude (ADATT) 0.868 0.875 0.654 -
Fo ced Usage (FU) 0.865 0.874 0.711 0.352 1.431
Insecu i y (INS) 0.916 0.936 0.748 0.563 0.608 2.398
Technology Anxie y (TA) 0.888 0.893 0.691 0.630 0.528 0.799 2.156
Table 3. Measu emen Model
Pa hs Male Female
()βSD T- alues P- alues Resul ( )βSD T- alues P- alues Resul
FU->ADATT -0.059 0.122 0.488 0.626 NS 0.114 0.083 1.366 0.172 NS
INS->ADATT -0.150 0.118 1.271 0.204 NS -0.228 0.111 2.058 0.040 S
TA-> ADATT -0.330 0.117 2.833 0.005 S -0.568 0.103 5.542 0.000 S
Table 6. Resul s o hypo heses es ing (Gende )
