## 6 Results
### Assessment of the Research Model
#### 6.2.2 Assessment of the Structural Model
\begin{table}
\begin{tabular}{c c c c c c c c c c c c} \hline \hline  & **BI** & **EEF** & **EE** & **ESK** & **EA** & **FC** & **H** & **PE** & **PC** & **SI** & **TA** & **UB** \\ \hline BI & **0.972** & & & & & & & & & & & \\ EEF & 0.903 & **0.972** & & & & & & & & & & \\ EE & 0.924 & 0.851 & **0.971** & & & & & & & & & \\ ESK & 0.909 & 0.827 & 0.854 & **0.983** & & & & & & & & \\ EA & 0.816 & 0.74 & 0.814 & 0.742 & **0.971** & & & & & & & \\ FC & 0.9 & 0.86 & 0.838 & 0.819 & 0.768 & **0.958** & & & & & & \\ H & 0.828 & 0.836 & 0.789 & 0.764 & 0.681 & 0.766 & **0.969** & & & & & \\ PE & 0.916 & 0.848 & 0.863 & 0.837 & 0.77 & 0.831 & 0.747 & **0.973** & & & & \\ PC & \(-\)0.557 & \(-\)0.431 & \(-\)0.527 & \(-\)0.492 & \(-\)0.469 & \(-\)0.452 & \(-\)0.337 & \(-\)0.461 & **0.97** & & & \\ SI & 0.753 & 0.769 & 0.724 & 0.666 & 0.643 & 0.748 & 0.755 & 0.741 & \(-\)0.201 & **0.964** & & \\ TA & 0.68 & 0.623 & 0.636 & 0.608 & 0.464 & 0.646 & 0.646 & 0.64 & 0.64 & \(-\)0.204 & 0.696 & **0.915** \\ UB & 0.529 & 0.508 & 0.518 & 0.5 & 0.434 & 0.441 & 0.492 & 0.468 & \(-\)0.245 & 0.409 & 0.395 & **0.988** \\ \hline \hline \end{tabular}
\end{table} 
Table 4: Correlations between constructs compared to square roots of AVE. \begin{table}
\begin{tabular}{c c c c c} \hline \hline
**Hypothesis** & **Beta Coefficient (\(\beta\))** & **T-Value** & \(p\)**-Value** & **Result** \\ \hline
**H1** Experience \(\times\) Effort Expectancy \(\rightarrow\) Behavioural Intention & \(-\)0.027 & 2.908 & 0.003 & Supported \\
**H2** Experience \(\times\) Facilitating Conditions \(\rightarrow\) Behavioural Intention & \(-\)0.011 & 1.408 & 0.189 & Not-Supported \\
**H4** Experience \(\times\) Habit \(\rightarrow\) Behavioural Intention & 0.019 & 2.977 & 0.006 & Supported \\
**H5** Experience \(\times\) Habit \(\rightarrow\) Use Behaviour & \(-\)0.072 & 2.367 & 0.011 & Supported \\
**H6** Experience \(\times\) Privacy concerns \(\rightarrow\) Behavioural Intention & \(-\)0.017 & 3.686 & 0.000 & Supported \\ \hline \hline \end{tabular}
\end{table} 
Table 5: Moderating effect of experience. Figure 6 shows that the upper line, representing a low level of moderation (experience), is flatter in slope, whereas the lower line, representing a high level of moderation (experience), takes on a steeper slope. The positive relationship shows that the relationship is less positive among users with high experience compared to users with low experience. Figure 7 presents the privacy concerns-behavioural intention inverse relationship. High privacy concerns, therefore, correspond to low behaviour intention levels. The lower line, representing high experience level, indicates a steeper slope and this is attributed to the negative interaction effect. Therefore, the relationship was more negative among high-experienced users compared to low-experienced ones. Experience had a negative moderating effect on habit and technology use (See Table 5), with the plot in Figure 8 showing that high experience corresponds to a lower habit-technology use relationship. Figure 5: Simple Slope Analysis of Effort Expectancy on Behavioural Intention. Figure 6: Simple Slope Analysis of Habit on Behavioural Intention. This study proposed the significant and moderating effect of personal innovativeness on the effects of performance expectancy, effort expectancy, and privacy concerns on behavioural intention. All the hypotheses in this line were not supported, with the exception of H9 (privacy concern-behavioural intention relationship, \(\beta\) = 0.009, \(p\) = 0.001). Practically, the magnitude and effect size of the moderating effect was low. Table 6 illustrates the results of hypotheses H7 to H9. Figure 9 presents the inverse relationship between privacy concerns and behaviour intention, with high privacy concerns among users expected to lead to lower behavioural intention levels. The lower line represents a high level of personal innovativeness and it  
Figure 8: Simple Slope Analysis of Habit on Technology Use. Figure 7: Simple Slope Analysis of Privacy Concern on Behavioural Intention.