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All Journal TIJAB (The International Journal of Applied Business) SEISENSE Journal of Management
Sidra, Sidra
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Economics, Econometrics & Finance Social Sciences

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Revolutionizing the Digital Creative Industries: The Role of Artificial Intelligence in Integration, Development, and Innovation Wagan, Shah Mehmood; Sidra, Sidra
SEISENSE Journal of Management Vol. 7 No. 1 (2024): SEISENSE Journal of Management
Publisher : SEISENSE (PRIVATE) LIMITED

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33215/rvcwy166

Abstract

Purpose - Artificial intelligence is profoundly transforming the digital creative industry, becoming a key force in industrial upgrading through technology integration, innovation drive and productivity improvement. Methods- This study uses a variety of methods, including literature review, questionnaire survey, in-depth interview and data analysis, to systematically examine the application effect of AI in the digital creative industry. The structural equation model is used to verify the hypothesized relationship, and the role of AI in promoting industrial integration, development results and innovation catalysis effect are comprehensively analyzed. Research results- The research that AI importantly promotes technological integration, development and innovation inside the digital creative industry, and improves the general overall performance of the industry. The path coefficient is incredibly substantial, and the model fit is good, which verifies the effective position of AI in industrial integration and development. The position of AI not only improves the competitiveness of the industry, but also provides robust support for the personalization and excessive quality of creative products. Originality- This paper demonstrates remarkable originality in theoretical framework construction, empirical data analysis, and exploration of practical challenges and this paper deeply analyzes the multiple mechanisms of AI in the digital creative industry, providing new ideas and specific quantitative evidence for research in related fields. Implications - Practitioners need to actively accept AI era, optimize creative workflows, and enhance production efficiency and constantly enhance their digital talents and cross-area information integration capabilities. Policymakers should formulate focused support policies to promote the vast application and deep integration of AI technologies inside the creative industries.
The Factors Affecting E-Banking Service Satisfaction and Usage Behavior Sidra, Sidra; Wagan, Shah Mehmood
TIJAB (The International Journal of Applied Business) Vol. 9 No. 2 (2025): NOVEMBER 2025
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/tijab.v9.I2.2025.62007

Abstract

Background: The study focuses on the use and satisfaction of e-banking in China, highlighting the importance of customer satisfaction. Objective: This study aims to determine customer satisfaction, the most used features, determinants of e-banking use, characteristics of websites, and user satisfaction levels. Method: The study combines the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Expectation Confirmation Theory (ECT) to assess key variables such as user attitude, ease of use, usefulness, perceived value, trust, service quality, and satisfaction with e-banking services through questionnaire surveys and Smart PLS 4 data analysis tools. Results: The study found that perceived value, trust, and service quality are the main determinants of satisfaction, while perceived usefulness and ease of use significantly affect user attitudes. In addition, although security risks have a non-significant impact on attitudes, performance risks still have a negative impact. Conclusion: The study also pointed out that young people are the main user group of e-banking services, and banks need to improve service quality to meet user needs and enhance user satisfaction. Overall, e-banking services have advantages in improving convenience and reducing costs, but they need to continuously optimize user experience to expand market share. Keywords: E-banking; Attitude; Trust; Risk Performance; Satisfaction
Co-Authors Wagan, Shah Mehmood