The Role of Technological Self-Efficacy in Moderating the Effect of Ease of Use on Value Co-Destruction

Misuse of technology contributes to value co-destruction, particularly in interactions between consumers and companies. Therefore, this study aims to examine the role of technological self-efficacy as a moderating variable in the relationship between ease of use and value co-destruction. To achieve the aim, analysis was carried out to examine how value co-destruction influenced word of mouth. Data was collected through a questionnaire distributed to ۲۱۰ respondents, with statements measured on a ۵-point Likert scale. Following this, data was analyzed using Structural Equation Modeling (SEM), assisted by AMOS software. The results indicated that technological self-efficacy moderated a negative relationship between ease of use and value co-destruction. Furthermore, technological self-efficacy was found to have an effect on value co-destruction. Given these results, the analysis concluded that ease of use did not influence value co-destruction.

کلیدواژه ها:

Educational Managers' Competencies ، technology ، Self-Efficacy ، Failure ، Misuse ، interactions