This study examines the psychological and technological factors that influence the intention to continue digital transformation activities in small and medium-sized enterprises (SMEs) in Vietnam. The study frames continuance intention as a key behavioral outcome driven by cognitive evaluations. Reviewing related studies, a research model was formed based on gaps in the theoretical model, integrating tenets from the Technology Acceptance Model (TAM) and Expectation-Confirmation Theory (ECT). Based on the stratified sampling technique, 1148 questionnaires were collected, and quantitative analyses were conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study found that confirmation, compatibility, security, perceived ease of use, and perceived usefulness positively impacted SMEs' intention to continue using digital technology, which was critically mediated by their satisfaction—an affective evaluation. The novelty of this study lies in examining the role of innovation and IT knowledge as moderators that shape the cognitive and behavioral responses of SMEs toward digital transformation. Finally, the study provides practical implications, equipping audiences with actionable insights and directions for further research. This research contributes to the field of applied psychology by empirically testing a behavioral intention model in the context of organizational technology adoption.
Giang et al. (Wed,) studied this question.
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