... compatibility. The moderating effect of visibility on intent to purchase is shown in the study. The study's findings add to the knowledge of consumer behaviour and practice. Research limitations/implications This work sheds light on technology acceptance theories that ensure that OFOA platforms are used...

... was able to predict about 84% of the variance changes in consumers' willingness to adopt GM foods. The effects of net benefit and perceived compatibility on the willingness were also significant. In addition, the mediating effect of compatibility on the relationship between net benefit/self-efficacy...