Purpose: In contrast to existing studies, this paper aims to propose that digital transformation does not depend on a single condition; rather, it depends on the interaction between internal and external factors of a firm. Therefore, the aim of this paper is to examine the effect of a combination of internal and external factors on a firm's digital transformation intention.Design/methodology/approach: An empirical analysis on a sample of 112 Chinese small- and medium-sized firms was conducted by applying smart-PLS and fuzzy set qualitative comparative analysis (fsQCA).Findings: The results of smart PLS show that external pressures (institutional and market pressures) and human capital have a positive impact on corporate digital transformation intentions. From a combination perspective, the results of the fsQCA show that there are five causal conditions that lead to high digital transformation intention. In contrast to the net effect, the results of fsQCA show that different combinations of states of internal (human capital, organizational culture and technological capital) and external elements (institutional and market pressures) of the firm are likely to stimulate digital transformation intention.Originality/value: This study provides empirically based insights into firms' digital transformation intentions and advances the current understanding of the drivers and inhibitors of digital transformation. Unlike most current research, which tends to focus on the net effect of factors influencing the digital transformation of enterprises, this study focuses on identifying the core elements influencing enterprises' digital transformation intention, especially the joint effect of different factors, both internal and external to the enterprise. The combined SEM and fsQCA findings of this paper not only enrich the existing theories on digital transformation but also have high value in guiding the digital transformation of firms.

Mobile Food Ordering Apps (MFOAs) programs have changed the way consumers order and consume food. Mobile Food Ordering Apps (MFOAs) are widely recognized in the restaurant industry as an innovative method of serving customers; however, there are important questions about the impact of implementing MFOAs on customers’ willingness to reuse such applications, and several studies have examined the results of using MFOAs from a customer perspective. The main objective of this study was to identify and empirically test the main factors that predict Chinese users’ attitudes toward MFOAs, the satisfaction and re-use of such applications, and the moderating role of habits. This study proposes an integrated model based on the Technology Acceptance Model (TAM) and the Expectation Confirmation Theory (ECT), combined with the features of MFOA-added variables such as online reviews, price value and trust. A total of 212 valid questionnaires were obtained and collected from a sample of Chinese customers using MFOAs. This study uses SPSS 26.0 and smartPLS version 3.0 for a path analysis and empirical testing of the research model. There are 13 hypotheses, 6 of which are valid. H2(PE → SAT), H3(OR → SAT), H5(EOU → ATT), H6(PV → ATT), H7(TR → ATT), and H9(SAT → CI) are valid. However, H1(CON →SAT), H4(USF → ATT), H8(TR → CI), H10(ATT → CI) are not valid, and HAB does not play a moderating role between CI and SAT, CI and ATT, and CI and TR. Based on the research results, theoretical contributions and practical implications can be provided for scholars and practitioners in MFOA-related fields.

Purpose: Despite significant advances in previous work, there are still gaps in the research on customers' acceptance of virtual fitting rooms (VFRs). This research aims to highlight the effects of the characteristics of VFRs on the intention to use.Design/methodology/approach: Fashionable clothing shoppers in Harmony Shopping Plaza and Ginza Shopping Plaza in Jinan, China, were chosen as the main sample. A total of 304 valid questionnaires were collected using a questionnaire QR code, which was scanned to access the questionnaire. Structural equation modeling was used to test the relevant hypotheses.Findings: The results showed that customers' usage intention (UI) was positively associated with perceived efficiency, design and perceived security. Furthermore, the mediating effects of perceived ease of use and perceived usefulness were significant between design, vividness and UI.Originality/value: In contrast to existing research, which focuses primarily on the posterior effects of psychological perception and behavior, this paper focuses on the antecedents of customer psychological perceptions. This study also examines the moderating effect of fashion consciousness, which also provides reference value for future research. The findings of this paper provide practical guidance for the promotion of VFRs.