Title: Drivers of 5G technology acceptance: a Bayesian approach

Authors: Morteza Akbari; Marzieh Keshavarz; Azadeh Rezvani; Asieh Bakhtiar; Elmira Shahriari

Addresses: Faculty of Entrepreneurship, University of Tehran, Tehran, Iran ' Department of Agricultural Extension and Education, Agricultural College, University College of Agriculture and Natural Resources, University of Tehran, Karaj, Iran ' Faculty of Business, The University of Queensland, Brisbane, Queensland, Australia ' Tarbiat Modares University, Tehran, Iran ' Georgia Southern University, Statesboro, Georgia, USA

Abstract: 5G, or the internet of the 5th generation, is the newest technology that will play a more significant role in our lives than previous generations. The internet of the 5th generation not only connects humans but also connects machines and objects to each other and controls them. This level of efficiency enhances the user's experience and helps understand a new level of technology. Nevertheless, the successful application of 5G technologies is fundamentally influenced by the extent to which users are encouraged to accept it. Therefore, this research intends to explore drivers of 5G technology adoption. A total of 518 students from Iran and the USA were surveyed via a multistage stratified random sampling. The Bayesian approach and structural equation modelling were used for data analyses. Results indicated that self-efficacy, subjective norms, compatibility, trust, and relative advantages significantly influenced the intention to accept 5G technology.

Keywords: 5G technology; technology acceptance; intention; Bayesian approach.

DOI: 10.1504/EJIM.2026.150363

European Journal of International Management, 2026 Vol.28 No.1, pp.100 - 123

Received: 11 Aug 2020
Accepted: 21 Sep 2020
Published online: 12 Dec 2025 *

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