Factors influencing the potential adoption of portable pork DNA detection device

Abstract

Purpose This study aims to present a new integrative model that maps innovation diffusion factors, technology acceptance and use factors, device attitude, adoption intention and purchase intention for a pork DNA detection device (PD3). Design/methodology/approach A scenario-based survey was conducted with 256 potential consumers of the portable PD3. Partial least square structural equation modelling was used to test the research hypotheses. Findings It was found that innovation characteristic factors determine the attitude towards the device, perceived expectancy of performance and effort required to use the device. Performance and effort expectancy further influence the positive attitude towards the device which determines the behavioural intention to adopt and purchase the device. Originality/value This study proposes a new model that integrates the diffusion innovation theory and the unified theory of acceptance and use of technology to understand the mechanism that facilitates the adoption and purchase intention of PD3s. This study contributes to the existing literature by offering solutions that can reduce the concerns of Muslim travellers. This study enhances the understanding of the future commercial potential of this newly developed technology. The results show that the potential demand for a portable PD3 is very optimistic among consumers observing a halal diet.