Embedding Technology Interface and Digital Payment Drivers in the Unified Theory of Acceptance and Use of Technology 2 Model: Transforming Behavioral Intention to Sustained Intention
Round 1
Reviewer 1 Report
Thank you for submitting your research paper for sustainability. This is a well-written paper with a clear theoretical foundation. However, there several aspects that can enhance the quality of this paper.
- The introduction should conclude by emphasizing the significance of this work. Additionally, the originality of this paper should be substantiated by emphasizing its key contributions to the current body of literature.
- This paper is based on the UTAUT2 model. A stronger argument regarding the suitability of the UTAUT model for this study is needed, especially in light of the existing of verity of well-established models and theories that investigate technology adoption.
- The UTAUT2 model includes a set of moderators (age, gender, experience). Accordingly, the authors need to clearly justify the exclusion of these moderating factors from the research model. You can rely on the following reference to address such issue:
- You need to define the population of the study and sampling technique adopted. Also please justify why your chosen sampling technique and sample size are appropriate.
- The literature review can be enhanced by including well-established and recent e-commerce research. This include but not limited:
1. Solving the product uncertainty hurdle in social commerce: The mediating role of seller uncertainty. Doi: https://doi.org/10.1016/j.jjimei.2023.100169
2. E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions. Doi: https://doi.org/10.1016/j.techsoc.2022.102083
Author Response
Dear Editors
Sustainability
Greetings!
We are indeed indebted to you and the reviewers for sparing their valuable time and giving us an in-depth analysis and valuable suggestions regarding our manuscript for the Journal “Sustainability.” We thank you for providing us an opportunity to revise and resubmit this manuscript. We appreciate the time, effort and details provided by each reviewer and by you. The suggestions have helped in enhancing the quality of the paper. We have incorporated the changes in the manuscript to the best of our ability. As per your decision we are submitting it as a revised manuscript. The manuscript has benefited from these insightful revision suggestions. We look forward to working under the esteemed guidance of you as well as reviewers to move this manuscript closer to publication in Journal “Sustainability”
We have responded to all the suggestions. All the new changes have been highlighted in yellow color in the manuscript.
General Comments
1.Thank you for submitting your research paper for sustainability. This is a well-written paper with a clear theoretical foundation. However, there several aspects that can enhance the quality of this paper.
2.This is an interesting paper. Well structured in flow and content.
Response
We thank you for your encouragement and for acknowledging the contribution of the study. We appreciate you for spending your valuable time by providing us an in-depth and comprehensive review for the improvement of the manuscript as well as for our research. Your critical and detailed comments were extremely important and helped in improving not merely the quality of the manuscript but also in attaining a new perspective to the study. Your comments were encouraging and at the same time raised certain doubts and provided valuable inputs for improving the manuscript. We have tried our level best to incorporate most of your suggestions to the best of our ability.
Suggestion on Abstract
Suggestion
Develop your abstract highlighting purpose, research methods, findings/results, and implications.
Response
In abstract, modifications have been made as advised.
Suggestion on title
Suggestion
The title of the paper is pretty long. I would recommend the authors to shorten it if possible (it is often recommended that titles have around 14 words).
Response
we have re-framed the title as:”EMBEDDING TECHNOLOGY-INTERFACE AND DIGITAL
PAYMENT DRIVERS IN UTUAT-2 MODEL: TRANSFORMING
BEHAVIORAL INTENTION TO SUSTAINED INTENTION”
Suggestion on Introduction
Suggestion 1
The introduction should conclude by emphasizing the significance of this work. Additionally, the originality of this paper should be substantiated by emphasizing its key contributions to the current body of literature.
Response
Thanks for the suggestion. We have introduced a paragraph in the introduction.”As artificial intelligence is becoming more evident, retailers could give whole new experiences to e-customers in the form of personal recommendations. Retailers could also harness these augmented and virtual reality systems to provide increased transparency and security while engaging with online consumers [15]. DPM and Technology interface drivers can go a long way only if companies are able to understand them in churning opportunities.”
”.
Suggestion 2
Introduction should highlight the research gap, purpose of study and brief about other sections in last para. Refer recently published papers related to the area of study. Cite them.
Response
We thank you once again for highlighting the relevance of issues in the Introduction section. We think that we have addressed all the suggested shortcomings and hope it meets the requirements.
Text added in the introduction section
Recently various researchers have introduced and validated interactive tools like chat bots [8] and virtual try on [9.10] while using UTAUT2. Given the increasing impact of technology, retailers could harness these interactive tools to gain competitive advantage in this digitized era. Keeping the above-mentioned points in mind, this study not only focuses on the variables of UTAUT2, but also intends to involve two new constructs, viz. Technology-Interface and Digital Payment drivers to examine the combined influence of all these drivers on BI. As e commerce is developing at a faster pace there is need for further development of existing set of literature.
Suggestions in Literature Review
Suggestion 1
The literature review can be enhanced by including well-established and recent e-commerce research. This include but not limited:
Response
Thanks a lot for this suggestion. Following papers have been added and cited properly.
Al-Adwan, A. S., & Yaseen, H. (2023). Solving the product uncertainty hurdle in social commerce: The mediating role of seller uncertainty. International Journal of Information Management Data Insights, 3(1), 100169.
Bălan, C. (2023). Chatbots and Voice Assistants: Digital Transformers of the Company–Customer Interface—A Systematic Review of the Business Research Literature. Journal of Theoretical and Applied Electronic Commerce Research, 18(2), 995-1019.
Al-Adwan, A. S., Al-Debei, M. M., & Dwivedi, Y. K. (2022). E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions. Technology in Society, 71, 102083. https://doi.org/10.1016/j.techsoc.2022.102083
Suggestion 2
Theoretical base of paper like TAM and Planned Behavior could be added. Some suggested papers could be used:
https://www.cell.com/heliyon/pdf/S2405-8440(22)00199-2.pdf
https://journals.sagepub.com/doi/full/10.1177/21582440221142209
https://www.jstor.org/stable/41410412
https://www.sciencedirect.com/science/article/abs/pii/S0160791X21002645
https://www.emerald.com/insight/content/doi/10.1108/IJBM-05-2022-0202/full/html?skipTracking=true
https://serialsjournals.com/abstract/22608_8rajat_hari_om_mehrotra.pdf
https://www.virtusinterpress.org/IMG/pdf/cgobrv4i1p1.pdf
Response
Thanks for suggesting. We have carefully read the articles and found them useful for this research and the same have been cited in literature also.
Chu, T. H., Chao, C. M., Liu, H. H., & Chen, D. F. (2022). Developing an Extended Theory of UTAUT 2 Model to Explore Factors Influencing Taiwanese Consumer Adoption of Intelligent Elevators. SAGE Open, 12(4), 21582440221142209.
Cai, L., Yuen, K. F., Xie, D., Fang, M., & Wang, X. (2021). Consumer's usage of logistics technologies: Integration of habit into the unified theory of acceptance and use of technology. Technology in Society, 67, 101789. https://doi.org/10.1016/j.techsoc.2021.101789
Dang, T. Q., Tan, G. W. H., Aw, E. C. X., Ooi, K. B., Metri, B., & Dwivedi, Y. K. (2023). How to generate loyalty in mobile payment services? An integrative dual SEM-ANN analysis. International Journal of Bank Marketing.
Kandpal, V., & Mehrotra, R. (2019). Financial inclusion: The role of fintech and digital financial services in India. Indian Journal of Economics & Business, 19(1), 85-93.
Kandpal, V. (2020). Role of regulators in intensifying financial access to the untouched segment of society in developing country. Corporate Governance and Organizational Behavior Review, 4(1), 8-14.
Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595.
Tsai, W. H. S., Lun, D., Carcioppolo, N., & Chuan, C. H. (2021). Human versus chatbot: Understanding the role of emotion in health marketing communication for vaccines. Psychology & marketing, 38(12), 2377-2392.
Suggestions in Research Design/Methodology/Sampling and Data Collection
Suggestion 1
.You need to define the population of the study and sampling technique adopted. Also please justify why your chosen sampling technique and sample size are appropriate.
Response
Many thanks for highlighting and providing us the direction. We apologize for partially covering data collection techniques. Following text has been incorporated to provide clarity on data collection. [58] have recommended a N:Q ratio as low as 10:1 or 5:1 that is, 10 or 5 participants per scale item, Further, [59] explicitly mentioned a N:Q ratio of 20:1. Data were collected from 600 respondents through a survey using snowball sampling, with the link shared through email. The population of this research comprised of north-Indian Internet-savvy online consumers. In northern India, three states i.e., Punjab, Haryana, and Himachal were covered. Snowball sampling is a non-probability sampling technique that is used where the population is not defined and potential participants are difficult to trace [14].
Suggestion 2
This paper is based on the UTAUT2 model. A stronger argument regarding the suitability of the UTAUT model for this study is needed, especially in light of the existing of verity of well-established models and theories that investigate technology adoption.
Response
Consumer behavior for online shopping has been captured through many models of technology adoption [16]. Initial model proposed by [2] the UTAUT model cogitated performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), and user behavior (UB). In augmented model, UTAUT-2, [3] added hedonic motivation (HM), price value (PV) and habit (H). Due to its wide credence, this research also counts on UTAUT-2 [17]. [3] recommended that UTAUT2 should be applied in different settings. Earlier researchers have applied extended the model by adding different variables like DPM, E(WOM), attitude and so on. Though UTAUT2 has found its applicability in diverse fields, helping us to explore factors influencing behavioral intention, but till date we have not been able to trace research validating critical drivers influencing consumers decision while interacting with new technology [18]. Chatbots and virtual try on are distinct domains of business research signifying era of digital transformation. Chat bot is a novel and complex field, so most of the research has employed mature theories like UTAUT2 [18.19].
Suggestion 3
The UTAUT2 model includes a set of moderators (age, gender, experience). Accordingly, the authors need to clearly justify the exclusion of these moderating factors from the research model.
Response
Thanks a lot for this insightful comment. We are planning to introduce and validate a comprehensive model covering these moderators in our forthcoming projects.
Suggestion 4
PLS-SEM is used and mentioned throughout the paper. Please explain the model briefly in a paragraph (for the purpose of reader facilitation).
Response
Text added in the in this section
“ The high-quality business research on chat bots is still in its early stage of development. PLS SEM is a widely used SEM method which will be further employed in studies involving chat bots [18,62,63,64]. Therefore, taking support from the previous literature PLS SEM has been applied to validate the impact of chat bots and virtual try on behavioral intention in online shopping. Here in the proposed model the drivers considered include: i) Drivers of UTAUT2 (FC: Facilitating conditions; H: Habits; HM: Hedonic motivation; EE: Effort Expectancy; PE: Performance expectancy; PV: Price value; SI: Social influence); ii) TI Drivers (Chat Bots and Virtual Try on); iii) DPM Drivers (DPM1 & DPM2). The dependent variables are: i) BI and; ii) SI. “
Suggestion 5
Research methods should highlight the relevant studies and motivated further.
Response
Changes have been made as suggested.
Other Comments
- Could use proof reading service.
Response
Proof reading has been done.
2.It will be easier for the reader to have the text of the tables set to 'left'.
Response
All the tables have been left aligned.
3.Take care not to split the same table on two different pages.
Response
Changes have been made as suggested.
Final Comments
Length of paper should be between 6000-8000 words. Check Authors guidelines.
Response
If we exclude the references our paper is only about 7000 words, Please consider the same. If that is not appropriate,please suggest us something to tackle this matter.
FinalResponse
We thank you once again for providing us insightful suggestions and acknowledging the contribution of our paper. We have responded to your primary concern by addressing the indicated gaps and the purpose of the paper. Going by the insights provided by you, we have added the justification of sampling in above sections.We once again are grateful to you for such a detailed and comprehensive review. Your encouraging comments are highly appreciative and motivated us to extend this research further. We have addressed to your suggestions to the best of our ability.Your suggestions not only improved the manuscript but also provided us significant insights to carry this work to the next level of abstraction.
Thanks once again!
Reviewer 2 Report
Length of paper should be between 6000-8000 words. Check Authors guidelines.
Develop your abstract highlighting purpose, research methods, findings/results, and implications.
Introduction should highlight the research gap, purpose of study and brief about other sections in last para. Refer recently published papers related to the area of study. Cite them.
LR should be extensive, highlighting recent research articles, properly cite papers in text and references. It should be under different themes.
Theoretical base of paper like TAM and Planned Behavior could be added. Some suggested papers could be used:
https://www.cell.com/heliyon/pdf/S2405-8440(22)00199-2.pdf
https://journals.sagepub.com/doi/full/10.1177/21582440221142209
https://www.jstor.org/stable/41410412
https://www.sciencedirect.com/science/article/abs/pii/S0160791X21002645
https://www.emerald.com/insight/content/doi/10.1108/IJBM-05-2022-0202/full/html?skipTracking=true
https://serialsjournals.com/abstract/22608_8rajat_hari_om_mehrotra.pdf
https://www.virtusinterpress.org/IMG/pdf/cgobrv4i1p1.pdf
Research methods should highlight the relevant studies and motivated further.
Its fine. Could use proof reading service.
Author Response
Dear Editors
Sustainability
Greetings!
We are indeed indebted to you and the reviewers for sparing their valuable time and giving us an in-depth analysis and valuable suggestions regarding our manuscript for the Journal “Sustainability.” We thank you for providing us an opportunity to revise and resubmit this manuscript. We appreciate the time, effort and details provided by each reviewer and by you. The suggestions have helped in enhancing the quality of the paper. We have incorporated the changes in the manuscript to the best of our ability. As per your decision we are submitting it as a revised manuscript. The manuscript has benefited from these insightful revision suggestions. We look forward to working under the esteemed guidance of you as well as reviewers to move this manuscript closer to publication in Journal “Sustainability”
We have responded to all the suggestions. All the new changes have been highlighted in yellow color in the manuscript.
General Comments
1.Thank you for submitting your research paper for sustainability. This is a well-written paper with a clear theoretical foundation. However, there several aspects that can enhance the quality of this paper.
2.This is an interesting paper. Well structured in flow and content.
Response
We thank you for your encouragement and for acknowledging the contribution of the study. We appreciate you for spending your valuable time by providing us an in-depth and comprehensive review for the improvement of the manuscript as well as for our research. Your critical and detailed comments were extremely important and helped in improving not merely the quality of the manuscript but also in attaining a new perspective to the study. Your comments were encouraging and at the same time raised certain doubts and provided valuable inputs for improving the manuscript. We have tried our level best to incorporate most of your suggestions to the best of our ability.
Suggestion on Abstract
Suggestion
Develop your abstract highlighting purpose, research methods, findings/results, and implications.
Response
In abstract, modifications have been made as advised.
Suggestion on title
Suggestion
The title of the paper is pretty long. I would recommend the authors to shorten it if possible (it is often recommended that titles have around 14 words).
Response
we have re-framed the title as:”EMBEDDING TECHNOLOGY-INTERFACE AND DIGITAL
PAYMENT DRIVERS IN UTUAT-2 MODEL: TRANSFORMING
BEHAVIORAL INTENTION TO SUSTAINED INTENTION”
Suggestion on Introduction
Suggestion 1
The introduction should conclude by emphasizing the significance of this work. Additionally, the originality of this paper should be substantiated by emphasizing its key contributions to the current body of literature.
Response
Thanks for the suggestion. We have introduced a paragraph in the introduction.”As artificial intelligence is becoming more evident, retailers could give whole new experiences to e-customers in the form of personal recommendations. Retailers could also harness these augmented and virtual reality systems to provide increased transparency and security while engaging with online consumers [15]. DPM and Technology interface drivers can go a long way only if companies are able to understand them in churning opportunities.”
”.
Suggestion 2
Introduction should highlight the research gap, purpose of study and brief about other sections in last para. Refer recently published papers related to the area of study. Cite them.
Response
We thank you once again for highlighting the relevance of issues in the Introduction section. We think that we have addressed all the suggested shortcomings and hope it meets the requirements.
Text added in the introduction section
Recently various researchers have introduced and validated interactive tools like chat bots [8] and virtual try on [9.10] while using UTAUT2. Given the increasing impact of technology, retailers could harness these interactive tools to gain competitive advantage in this digitized era. Keeping the above-mentioned points in mind, this study not only focuses on the variables of UTAUT2, but also intends to involve two new constructs, viz. Technology-Interface and Digital Payment drivers to examine the combined influence of all these drivers on BI. As e commerce is developing at a faster pace there is need for further development of existing set of literature.
Suggestions in Literature Review
Suggestion 1
The literature review can be enhanced by including well-established and recent e-commerce research. This include but not limited:
Response
Thanks a lot for this suggestion. Following papers have been added and cited properly.
Al-Adwan, A. S., & Yaseen, H. (2023). Solving the product uncertainty hurdle in social commerce: The mediating role of seller uncertainty. International Journal of Information Management Data Insights, 3(1), 100169.
Bălan, C. (2023). Chatbots and Voice Assistants: Digital Transformers of the Company–Customer Interface—A Systematic Review of the Business Research Literature. Journal of Theoretical and Applied Electronic Commerce Research, 18(2), 995-1019.
Al-Adwan, A. S., Al-Debei, M. M., & Dwivedi, Y. K. (2022). E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions. Technology in Society, 71, 102083. https://doi.org/10.1016/j.techsoc.2022.102083
Suggestion 2
Theoretical base of paper like TAM and Planned Behavior could be added. Some suggested papers could be used:
https://www.cell.com/heliyon/pdf/S2405-8440(22)00199-2.pdf
https://journals.sagepub.com/doi/full/10.1177/21582440221142209
https://www.jstor.org/stable/41410412
https://www.sciencedirect.com/science/article/abs/pii/S0160791X21002645
https://www.emerald.com/insight/content/doi/10.1108/IJBM-05-2022-0202/full/html?skipTracking=true
https://serialsjournals.com/abstract/22608_8rajat_hari_om_mehrotra.pdf
https://www.virtusinterpress.org/IMG/pdf/cgobrv4i1p1.pdf
Response
Thanks for suggesting. We have carefully read the articles and found them useful for this research and the same have been cited in literature also.
Chu, T. H., Chao, C. M., Liu, H. H., & Chen, D. F. (2022). Developing an Extended Theory of UTAUT 2 Model to Explore Factors Influencing Taiwanese Consumer Adoption of Intelligent Elevators. SAGE Open, 12(4), 21582440221142209.
Cai, L., Yuen, K. F., Xie, D., Fang, M., & Wang, X. (2021). Consumer's usage of logistics technologies: Integration of habit into the unified theory of acceptance and use of technology. Technology in Society, 67, 101789. https://doi.org/10.1016/j.techsoc.2021.101789
Dang, T. Q., Tan, G. W. H., Aw, E. C. X., Ooi, K. B., Metri, B., & Dwivedi, Y. K. (2023). How to generate loyalty in mobile payment services? An integrative dual SEM-ANN analysis. International Journal of Bank Marketing.
Kandpal, V., & Mehrotra, R. (2019). Financial inclusion: The role of fintech and digital financial services in India. Indian Journal of Economics & Business, 19(1), 85-93.
Kandpal, V. (2020). Role of regulators in intensifying financial access to the untouched segment of society in developing country. Corporate Governance and Organizational Behavior Review, 4(1), 8-14.
Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595.
Tsai, W. H. S., Lun, D., Carcioppolo, N., & Chuan, C. H. (2021). Human versus chatbot: Understanding the role of emotion in health marketing communication for vaccines. Psychology & marketing, 38(12), 2377-2392.
Suggestions in Research Design/Methodology/Sampling and Data Collection
Suggestion 1
.You need to define the population of the study and sampling technique adopted. Also please justify why your chosen sampling technique and sample size are appropriate.
Response
Many thanks for highlighting and providing us the direction. We apologize for partially covering data collection techniques. Following text has been incorporated to provide clarity on data collection. [58] have recommended a N:Q ratio as low as 10:1 or 5:1 that is, 10 or 5 participants per scale item, Further, [59] explicitly mentioned a N:Q ratio of 20:1. Data were collected from 600 respondents through a survey using snowball sampling, with the link shared through email. The population of this research comprised of north-Indian Internet-savvy online consumers. In northern India, three states i.e., Punjab, Haryana, and Himachal were covered. Snowball sampling is a non-probability sampling technique that is used where the population is not defined and potential participants are difficult to trace [14].
Suggestion 2
This paper is based on the UTAUT2 model. A stronger argument regarding the suitability of the UTAUT model for this study is needed, especially in light of the existing of verity of well-established models and theories that investigate technology adoption.
Response
Consumer behavior for online shopping has been captured through many models of technology adoption [16]. Initial model proposed by [2] the UTAUT model cogitated performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), and user behavior (UB). In augmented model, UTAUT-2, [3] added hedonic motivation (HM), price value (PV) and habit (H). Due to its wide credence, this research also counts on UTAUT-2 [17]. [3] recommended that UTAUT2 should be applied in different settings. Earlier researchers have applied extended the model by adding different variables like DPM, E(WOM), attitude and so on. Though UTAUT2 has found its applicability in diverse fields, helping us to explore factors influencing behavioral intention, but till date we have not been able to trace research validating critical drivers influencing consumers decision while interacting with new technology [18]. Chatbots and virtual try on are distinct domains of business research signifying era of digital transformation. Chat bot is a novel and complex field, so most of the research has employed mature theories like UTAUT2 [18.19].
Suggestion 3
The UTAUT2 model includes a set of moderators (age, gender, experience). Accordingly, the authors need to clearly justify the exclusion of these moderating factors from the research model.
Response
Thanks a lot for this insightful comment. We are planning to introduce and validate a comprehensive model covering these moderators in our forthcoming projects.
Suggestion 4
PLS-SEM is used and mentioned throughout the paper. Please explain the model briefly in a paragraph (for the purpose of reader facilitation).
Response
Text added in the in this section
“ The high-quality business research on chat bots is still in its early stage of development. PLS SEM is a widely used SEM method which will be further employed in studies involving chat bots [18,62,63,64]. Therefore, taking support from the previous literature PLS SEM has been applied to validate the impact of chat bots and virtual try on behavioral intention in online shopping. Here in the proposed model the drivers considered include: i) Drivers of UTAUT2 (FC: Facilitating conditions; H: Habits; HM: Hedonic motivation; EE: Effort Expectancy; PE: Performance expectancy; PV: Price value; SI: Social influence); ii) TI Drivers (Chat Bots and Virtual Try on); iii) DPM Drivers (DPM1 & DPM2). The dependent variables are: i) BI and; ii) SI. “
Suggestion 5
Research methods should highlight the relevant studies and motivated further.
Response
Changes have been made as suggested.
Other Comments
- Could use proof reading service.
Response
Proof reading has been done.
2.It will be easier for the reader to have the text of the tables set to 'left'.
Response
All the tables have been left aligned.
3.Take care not to split the same table on two different pages.
Response
Changes have been made as suggested.
Final Comments
Length of paper should be between 6000-8000 words. Check Authors guidelines.
Response
If we exclude the references our paper is only about 7000 words, Please consider the same. If that is not appropriate,please suggest us something to tackle this matter.
FinalResponse
We thank you once again for providing us insightful suggestions and acknowledging the contribution of our paper. We have responded to your primary concern by addressing the indicated gaps and the purpose of the paper. Going by the insights provided by you, we have added the justification of sampling in above sections.We once again are grateful to you for such a detailed and comprehensive review. Your encouraging comments are highly appreciative and motivated us to extend this research further. We have addressed to your suggestions to the best of our ability.Your suggestions not only improved the manuscript but also provided us significant insights to carry this work to the next level of abstraction.
Thanks once again!
Author Response File: 
Author Response.pdf
Reviewer 3 Report
This is an interesting paper. Well structured in flow and content.
Some minor suggestions for the authors:
1. The title of the paper is pretty long. I would recommend the authors to shorten it if possible (it is often recommended that titles have around 14 words).
2. PLS-SEM is used and mentioned throughout the paper. Please explain the model briefly in a paragraph (for the purpose of reader facilitation).
3. It will be easier for the reader to have the text of the tables set to 'left'.
4. Take care not to split the same table on two different pages.
Author Response
Dear Editors
Sustainability
Greetings!
We are indeed indebted to you and the reviewers for sparing their valuable time and giving us an in-depth analysis and valuable suggestions regarding our manuscript for the Journal “Sustainability.” We thank you for providing us an opportunity to revise and resubmit this manuscript. We appreciate the time, effort and details provided by each reviewer and by you. The suggestions have helped in enhancing the quality of the paper. We have incorporated the changes in the manuscript to the best of our ability. As per your decision we are submitting it as a revised manuscript. The manuscript has benefited from these insightful revision suggestions. We look forward to working under the esteemed guidance of you as well as reviewers to move this manuscript closer to publication in Journal “Sustainability”
We have responded to all the suggestions. All the new changes have been highlighted in yellow color in the manuscript.
General Comments
1.Thank you for submitting your research paper for sustainability. This is a well-written paper with a clear theoretical foundation. However, there several aspects that can enhance the quality of this paper.
2.This is an interesting paper. Well structured in flow and content.
Response
We thank you for your encouragement and for acknowledging the contribution of the study. We appreciate you for spending your valuable time by providing us an in-depth and comprehensive review for the improvement of the manuscript as well as for our research. Your critical and detailed comments were extremely important and helped in improving not merely the quality of the manuscript but also in attaining a new perspective to the study. Your comments were encouraging and at the same time raised certain doubts and provided valuable inputs for improving the manuscript. We have tried our level best to incorporate most of your suggestions to the best of our ability.
Suggestion on Abstract
Suggestion
Develop your abstract highlighting purpose, research methods, findings/results, and implications.
Response
In abstract, modifications have been made as advised.
Suggestion on title
Suggestion
The title of the paper is pretty long. I would recommend the authors to shorten it if possible (it is often recommended that titles have around 14 words).
Response
we have re-framed the title as:”EMBEDDING TECHNOLOGY-INTERFACE AND DIGITAL
PAYMENT DRIVERS IN UTUAT-2 MODEL: TRANSFORMING
BEHAVIORAL INTENTION TO SUSTAINED INTENTION”
Suggestion on Introduction
Suggestion 1
The introduction should conclude by emphasizing the significance of this work. Additionally, the originality of this paper should be substantiated by emphasizing its key contributions to the current body of literature.
Response
Thanks for the suggestion. We have introduced a paragraph in the introduction.”As artificial intelligence is becoming more evident, retailers could give whole new experiences to e-customers in the form of personal recommendations. Retailers could also harness these augmented and virtual reality systems to provide increased transparency and security while engaging with online consumers [15]. DPM and Technology interface drivers can go a long way only if companies are able to understand them in churning opportunities.”
”.
Suggestion 2
Introduction should highlight the research gap, purpose of study and brief about other sections in last para. Refer recently published papers related to the area of study. Cite them.
Response
We thank you once again for highlighting the relevance of issues in the Introduction section. We think that we have addressed all the suggested shortcomings and hope it meets the requirements.
Text added in the introduction section
Recently various researchers have introduced and validated interactive tools like chat bots [8] and virtual try on [9.10] while using UTAUT2. Given the increasing impact of technology, retailers could harness these interactive tools to gain competitive advantage in this digitized era. Keeping the above-mentioned points in mind, this study not only focuses on the variables of UTAUT2, but also intends to involve two new constructs, viz. Technology-Interface and Digital Payment drivers to examine the combined influence of all these drivers on BI. As e commerce is developing at a faster pace there is need for further development of existing set of literature.
Suggestions in Literature Review
Suggestion 1
The literature review can be enhanced by including well-established and recent e-commerce research. This include but not limited:
Response
Thanks a lot for this suggestion. Following papers have been added and cited properly.
Al-Adwan, A. S., & Yaseen, H. (2023). Solving the product uncertainty hurdle in social commerce: The mediating role of seller uncertainty. International Journal of Information Management Data Insights, 3(1), 100169.
Bălan, C. (2023). Chatbots and Voice Assistants: Digital Transformers of the Company–Customer Interface—A Systematic Review of the Business Research Literature. Journal of Theoretical and Applied Electronic Commerce Research, 18(2), 995-1019.
Al-Adwan, A. S., Al-Debei, M. M., & Dwivedi, Y. K. (2022). E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions. Technology in Society, 71, 102083. https://doi.org/10.1016/j.techsoc.2022.102083
Suggestion 2
Theoretical base of paper like TAM and Planned Behavior could be added. Some suggested papers could be used:
https://www.cell.com/heliyon/pdf/S2405-8440(22)00199-2.pdf
https://journals.sagepub.com/doi/full/10.1177/21582440221142209
https://www.jstor.org/stable/41410412
https://www.sciencedirect.com/science/article/abs/pii/S0160791X21002645
https://www.emerald.com/insight/content/doi/10.1108/IJBM-05-2022-0202/full/html?skipTracking=true
https://serialsjournals.com/abstract/22608_8rajat_hari_om_mehrotra.pdf
https://www.virtusinterpress.org/IMG/pdf/cgobrv4i1p1.pdf
Response
Thanks for suggesting. We have carefully read the articles and found them useful for this research and the same have been cited in literature also.
Chu, T. H., Chao, C. M., Liu, H. H., & Chen, D. F. (2022). Developing an Extended Theory of UTAUT 2 Model to Explore Factors Influencing Taiwanese Consumer Adoption of Intelligent Elevators. SAGE Open, 12(4), 21582440221142209.
Cai, L., Yuen, K. F., Xie, D., Fang, M., & Wang, X. (2021). Consumer's usage of logistics technologies: Integration of habit into the unified theory of acceptance and use of technology. Technology in Society, 67, 101789. https://doi.org/10.1016/j.techsoc.2021.101789
Dang, T. Q., Tan, G. W. H., Aw, E. C. X., Ooi, K. B., Metri, B., & Dwivedi, Y. K. (2023). How to generate loyalty in mobile payment services? An integrative dual SEM-ANN analysis. International Journal of Bank Marketing.
Kandpal, V., & Mehrotra, R. (2019). Financial inclusion: The role of fintech and digital financial services in India. Indian Journal of Economics & Business, 19(1), 85-93.
Kandpal, V. (2020). Role of regulators in intensifying financial access to the untouched segment of society in developing country. Corporate Governance and Organizational Behavior Review, 4(1), 8-14.
Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595.
Tsai, W. H. S., Lun, D., Carcioppolo, N., & Chuan, C. H. (2021). Human versus chatbot: Understanding the role of emotion in health marketing communication for vaccines. Psychology & marketing, 38(12), 2377-2392.
Suggestions in Research Design/Methodology/Sampling and Data Collection
Suggestion 1
.You need to define the population of the study and sampling technique adopted. Also please justify why your chosen sampling technique and sample size are appropriate.
Response
Many thanks for highlighting and providing us the direction. We apologize for partially covering data collection techniques. Following text has been incorporated to provide clarity on data collection. [58] have recommended a N:Q ratio as low as 10:1 or 5:1 that is, 10 or 5 participants per scale item, Further, [59] explicitly mentioned a N:Q ratio of 20:1. Data were collected from 600 respondents through a survey using snowball sampling, with the link shared through email. The population of this research comprised of north-Indian Internet-savvy online consumers. In northern India, three states i.e., Punjab, Haryana, and Himachal were covered. Snowball sampling is a non-probability sampling technique that is used where the population is not defined and potential participants are difficult to trace [14].
Suggestion 2
This paper is based on the UTAUT2 model. A stronger argument regarding the suitability of the UTAUT model for this study is needed, especially in light of the existing of verity of well-established models and theories that investigate technology adoption.
Response
Consumer behavior for online shopping has been captured through many models of technology adoption [16]. Initial model proposed by [2] the UTAUT model cogitated performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), and user behavior (UB). In augmented model, UTAUT-2, [3] added hedonic motivation (HM), price value (PV) and habit (H). Due to its wide credence, this research also counts on UTAUT-2 [17]. [3] recommended that UTAUT2 should be applied in different settings. Earlier researchers have applied extended the model by adding different variables like DPM, E(WOM), attitude and so on. Though UTAUT2 has found its applicability in diverse fields, helping us to explore factors influencing behavioral intention, but till date we have not been able to trace research validating critical drivers influencing consumers decision while interacting with new technology [18]. Chatbots and virtual try on are distinct domains of business research signifying era of digital transformation. Chat bot is a novel and complex field, so most of the research has employed mature theories like UTAUT2 [18.19].
Suggestion 3
The UTAUT2 model includes a set of moderators (age, gender, experience). Accordingly, the authors need to clearly justify the exclusion of these moderating factors from the research model.
Response
Thanks a lot for this insightful comment. We are planning to introduce and validate a comprehensive model covering these moderators in our forthcoming projects.
Suggestion 4
PLS-SEM is used and mentioned throughout the paper. Please explain the model briefly in a paragraph (for the purpose of reader facilitation).
Response
Text added in the in this section
“ The high-quality business research on chat bots is still in its early stage of development. PLS SEM is a widely used SEM method which will be further employed in studies involving chat bots [18,62,63,64]. Therefore, taking support from the previous literature PLS SEM has been applied to validate the impact of chat bots and virtual try on behavioral intention in online shopping. Here in the proposed model the drivers considered include: i) Drivers of UTAUT2 (FC: Facilitating conditions; H: Habits; HM: Hedonic motivation; EE: Effort Expectancy; PE: Performance expectancy; PV: Price value; SI: Social influence); ii) TI Drivers (Chat Bots and Virtual Try on); iii) DPM Drivers (DPM1 & DPM2). The dependent variables are: i) BI and; ii) SI. “
Suggestion 5
Research methods should highlight the relevant studies and motivated further.
Response
Changes have been made as suggested.
Other Comments
- Could use proof reading service.
Response
Proof reading has been done.
2.It will be easier for the reader to have the text of the tables set to 'left'.
Response
All the tables have been left aligned.
3.Take care not to split the same table on two different pages.
Response
Changes have been made as suggested.
Final Comments
Length of paper should be between 6000-8000 words. Check Authors guidelines.
Response
If we exclude the references our paper is only about 7000 words, Please consider the same. If that is not appropriate,please suggest us something to tackle this matter.
FinalResponse
We thank you once again for providing us insightful suggestions and acknowledging the contribution of our paper. We have responded to your primary concern by addressing the indicated gaps and the purpose of the paper. Going by the insights provided by you, we have added the justification of sampling in above sections.We once again are grateful to you for such a detailed and comprehensive review. Your encouraging comments are highly appreciative and motivated us to extend this research further. We have addressed to your suggestions to the best of our ability.Your suggestions not only improved the manuscript but also provided us significant insights to carry this work to the next level of abstraction.
Thanks once again!
Author Response File: Author Response.pdf
