Mahmoud Alghizzawi

The study aimed to link cybersecurity awareness and its antecedents to discover the level of public value of using mobile financial services from the perspective of ‘citizens in the government context in Jordan. The quantitative approach was customized to serve the purposes of this study. A convenience sampling method was used based on 550 e-survey Jordanians from whom data were collected. A total of 449 responses were used in the analysis process. A structural equation model was specified to evaluate the developed research model. The results revealed that all hypotheses are accepted at less than P<0.001, cybersecurity awareness and predictions of financial services systems play a significant role in determining the use of financial services systems and generating the value of using financial services. Moreover, combining cybersecurity awareness with public value theory is an important approach to measure the performance of government institutions, especially in the financial services industry. Therefore, these results can be used to develop financial services and meet Jordanians’ requirements. Therefore, providing well-understood dimensions that influence the value of microfinance service use among Jordanians is a necessary process that probably ensures long-term sustainability of microfinance services. Finally, future efforts can explore the benefits and challenges of adopting digital transformation technologies in the public sector and financial services. Furthermore, the term government resilience is likely provided new insights to enhance public administration performance based on technology trends. Digital transformation, integrating government flexibility with the existing research model may influence the overall value of Mobile Fintech Services in Jordan.

This research aims to investigate the direct and formal effect of visual aesthetics on customers’ willingness to participate in an online marketing campaign, given that visual aesthetics is considered a salient design characteristic that customers tend to refer to when expressing their experience with the online retailer environment. This research study incorporates the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) to propose and estimate this direct effect through structural aesthetics TAM model. In order to validate the proposed model, an online survey with interactive experience was constructed utilizing an open-source platform and was primarily sent to scholars specializing in HCI, informatics, user experience, and digital marketing research in the United Kingdom. The data were obtained from 360 participants, and Partial Least Squares (PLS) path modeling using SmartPLS 4 was employed to evaluate the proposed model. The empirical evaluation demonstrated and confirmed the authenticity and novelty of significant direct and formal effects of customers’ perceived visual aesthetics on their willingness to participate in an online marketing campaign (β = 0.462, t = 10.847, p < 0.001), and their usage attitude (β = 0.789, t = 39.622, p < 0.001). These findings highlight the importance of visual aesthetics in online marketing campaign design, suggesting that concise, well-organized, and visually appealing user interfaces is more likely to engage customers than a complex, cluttered one.