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Rethinking the Technology Acceptance Model: A Structural Analysis of Sustainable Technology Adoption in Malaysian Tourism

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  • Haslinda Musa

    (Universiti Teknikal Malaysia Melaka, Hang Tuah Jaya, 75350 Taman Tasik Utama, Melaka, Malaysia.)

  • Abdul Rahim Abdullah

    (Universiti Teknikal Malaysia Melaka, Hang Tuah Jaya, 75350 Taman Tasik Utama, Melaka, Malaysia.)

  • Mohd Nasar Othman

    (NMS Legacy Sdn BhdLot 2890 E, Losong Panglima Perang, 21000 Kuala Terengganu, Malaysia.)

  • Nurulizwa Rashid

    (Universiti Teknikal Malaysia Melaka, Hang Tuah Jaya, 75350 Taman Tasik Utama, Melaka, Malaysia.)

  • Fadhlur Rahim Azmi

    (UiTM Cawangan Melaka Kampus Bandaraya Melaka Jalan Hang Tuah, Melaka 75300, Malaysia.)

Abstract

This study explores the behavioral factors influencing the adoption of ePenambang, a solar-powered boat system introduced in Kuala Terengganu, Malaysia, as a sustainable tourism innovation. Utilizing an extended Technology Acceptance Model (TAM), the research examines the roles of socioeconomic status (SES), environmental awareness (EA), and technological proficiency (TP), with perceived usefulness (PU) and perceived ease of use (PEOU) as mediators, and subjective norms (SN) as a moderator. Data from 304 respondents were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that SES and EA significantly influence PU and PEOU, while TP only affects PEOU. Crucially, PU and PEOU did not significantly predict adoption intention challenging key TAM assumptions. Framed through posthumanist theory, the study reconceptualizes technology as an entangled agent within socio-ecological systems. It offers theoretical advancement and practical insights for sustainable tourism design and policy.

Suggested Citation

  • Haslinda Musa & Abdul Rahim Abdullah & Mohd Nasar Othman & Nurulizwa Rashid & Fadhlur Rahim Azmi, 2025. "Rethinking the Technology Acceptance Model: A Structural Analysis of Sustainable Technology Adoption in Malaysian Tourism," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 6125-6139, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:6125-6139
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