QR code transforms the way retailers offer their shopping experiences in the current context. In response, various retailers adopted innovative approaches such as QR code-based applications to attract their consumers. A QR code-based virtual supermarket refers to a space where goods or services are traded in a virtual space using a smart app-based QR code. To fully understand the opportunities of this type of supermarket applying QR-code technology, initial research is required to assess consumers’ use intention. This study has examined the antecedents of the adoption of QR code-based virtual supermarket among Vietnam consumers using the expanded Technology Acceptance Model (TAM) and explored the moderating effect of perceived risk on the relationship between attitude and consumers’ intention to use QR code-based virtual supermarket. A questionnaire was used to collect data from a sample of 335 consumers in Vietnam. The findings revealed that the antecedents are effective in predicting consumers’ attitudes and intentions toward QR code-based virtual supermarket adoption. The results showed the negative moderation effects of perceived risk for the effect of attitude on consumers intention. In addition, practical implications are supported for the application of new shopping technology and are likely to stimulate further research in the area of virtual supermarket shopping.

This study is based on the theory of planned behaviour, and its aim is to understand the impact of doctoral pursuit intention on the doctoral preparatory behaviour of female teachers in independent colleges in China, as well as to determine the moderating effect of perceived risk between doctoral pursuit intention and doctoral preparatory behaviour. The participants in the study were female teachers from independent colleges in China, who were recruited between February and March 2024 based on convenience sampling. 776 valid questionnaires were obtained, and the data were analyzed using a hierarchical regression method. According to the results, a doctoral pursuit intention has a significant and positive predictive effect on doctoral preparatory behaviour, while the perceived risk has a significant and negative moderating effect between doctoral pursuit intention and doctoral preparatory behaviour. This indicates that female teachers with high doctoral pursuit intention more actively prepare to pursue a doctoral degree when the perceived risk is low, whereas the doctoral preparatory behaviour of those with high perceived risk shows a limited increase as their doctoral pursuit intention increases. Therefore, female teachers’ pursuit of a doctoral degree should be supported on an individual basis and analysed within the broader context of the transformation of independent colleges.