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Smartphone usage is increasing due to several features and opportunities offered by manufacturers and service providers. Existing literature attributes this increased usage to the availability of virtual assistants, mainly voice assistants, that ensure users' facility and maximum benefit. This research also focused on the factors behind voice assistant usage, particularly in iPhones among users in the United Arab Emirates. Notably, the conceptual framework in this research is supported by the Theory of Reasoned Action. The researchers adopted a cross-sectional design and gathered data from n= 251 respondents. Data analysis through Structural Equation Modelling revealed that, Perceived Ease of Use, Subjective Norms, and Perceived Behavioral Control work as significant factors contributing to iPhone-based voice assistant usage. On the other hand, Expectation Confirmation also works as a significant factor in Siri usage. On the other hand, Satisfaction significantly mediated (p> .022) the users’ Expectation Confirmation leading to Siri usage among the respondents. Further, the Artificial Neural Network Analysis (ANN) revealed an overall accuracy regarding Training at 14.8% and 30.8% concerning Testing. Thus, it is concluded that the devices accompanied by ease of use are preferred due to their distinguished services. In this regard, highlighting voice assistants' help also reflects the importance of technology in our daily lives. Especially mobile computing is playing a significant role in improving our everyday technology experiences.

The brisk spread of Covid-19 led educational policymakers and organizations to opt for better alternatives to resume the students' educational journey. In this context, Microsoft Teams remained one of the most devoted and credible online platforms that greatly facilitated the educational process across the globe. Current research also analyzed Microsoft Teams acceptance using the self-proposed conceptual model supported by the Technology Acceptance Model by Davis. We employed the survey method and examined the gathered using the applied Structural Equation Modelling (SEM). Results indicated that there is a significant impact of Covid-19 on the Perceived Ease of Use (p> 0.000) and Perceived Usefulness (p> 0.000). Besides, the relationship between Perceived Ease of Use and Perceived Usefulness also remained significant (p> 0.000). Moreover, the proposed relationship between Attitude, Perceived Ease of Use, and Perceived Usefulness also remained substantial (p> 0.009 and p> 0.000). However, the relationship between Attitude and Behavioral Intention remained insignificant (p> 0.556). Finally, the relationship between Behavioral Intention and Microsoft Teams Acceptance remained significant (p> 0.088). Thus, we concluded that Microsoft Teams is an effective study tool that unites students and instructors in the United Arab Emirates. It governs eLearning experiences and, therefore, provides a virtual environment to students and directly influences our perceptions and behavior.

Word of Mouth also works as a primary determinant of people's positive attitude towards online shopping and retailers. Notably, people are more likely to spend online shopping if they trust online retailers. This study also focuses on the online retail industry in the United Arab Emirates. The Item Response Theory primarily supports the conceptual model of the current research. We employed a cross-sectional design and selected a sample of n= 304 online consumers. Results revealed that the relationships between Positive Word of Mouth, Brand Image, and Causal Attributions are strongly validated (p> 0.000). Besides, the relationships between. Product Quality, Brand Image, and Causal Attributions are also affirmed with the path value at 1.014 and significance value at p> 0.000. Moreover, we also found a potentially significant relationship between Positive Word of Mouth and Product Quality p> 0.000). We also affirmed that the relationship between Brand Image and Causal Attribution is also validated with the significance values at p> 0.000. Lastly, the proposed relationships between we proposed a significant relationship are also validated (p> 0.000). Thus, we conclude that, today, when competition is increasing day by day, it is crucial to examine the consumer psychology that may highlight our several factors as done by the Item Response Theory. Further, we have discussed the study limitations and contributions accordingly.

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