PurposeThis study aims to investigate the technology usage behaviour of the tourists in line with the modified unified theory of acceptance and use of technology (UTAUT) model.Design/methodology/approachData were collected from a survey of 265 tourists using the random sampling technique. Partial least squares-based structural equation modelling (PLS-SEM) technique was used to analyze the data.FindingsThe findings revealed that performance expectancy, hedonic motivation and habit significantly influence the behavioural intention of tourists to use information and communication technology (ICT), while effort expectancy, social influence, and facilitating conditions do not have a significant influence. However, actual ICT usage behaviour largely depends on the behavioural intention of the tourists, and their habits, while the facilitating conditions do not have any influence in this case.Practical implicationsThe findings uncover the core factors influencing tourists' actual ICT use behaviour that can assist the concerned stakeholders in designing tourism planning and sales. The study results also offer pathways for the world's tourism industry for a healthy recovery from the COVID-19 pandemic.Originality/valueThe findings have made robust contributions by extending the existing UTAUT-based literature by adding two new moderators in the relationship between behavioural intention and actual ICT usage behaviour.
This study aims to investigate the association between service provider value cocreation (PVCC) and customer perceived quality of life (QOL) in a healthcare service context. This study also examines the mediating role of customer value cocreation (CVCC) and the moderating role of customer emotions using a conditional process framework. To examine the conceptual model, data were collected through an online survey of 441 healthcare customers. The hypotheses were tested using covariance‐based structural equation modeling (CB‐SEM) and PROCESS macro. The results show that PVCC positively influences both CVCC and QOL. The effect of CVCC on QOL is positive and significant. CVCC plays a mediating role in the link between PVCC and QOL. In addition, the absence of negative emotion serves as a moderator in improving perceived QOL. Evaluating value cocreation efforts allows service providers to understand their readiness for supportive value cocreation practices. Service providers must also focus on customers' roles in the value cocreation process. In addition, handling customers' emotions should be of particular interest to frontline service providers, because it augments a positive value cocreation practice beneficial to CVCC and QOL enhancement. This study contributes to the value cocreation literature by proposing a framework that combines the value cocreation of service providers and customers in enhancing QOL. This study also explicates and validates the complex role of value cocreation and emotion in the healthcare service context. The theoretical and managerial implications are also presented.
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