Exploring the Role of Digital Literacy in Technology Adoption: Insights From the Motivation, Opportunity, and Ability Framework

ABSTRACT This study explored how digital literacy impacts the use of technology, especially self‐service kiosks, in the tourism and hospitality sector. Using data from 482 US‐based respondents gathered through Mechanical Turk, this study tested a model based on motivation, opportunity, and ability framework. The results of the partial least squares structural equation modeling and fuzzy‐set qualitative comparative analysis revealed that digital literacy significantly influenced motivation and ability, which affected usage intention. The fsQCA results provided detailed insights showing that the presence and absence of digital literacy, along with other factors, shaped usage intentions. These findings highlight the need to improve digital literacy to bridge the digital gap and enhance customer experiences in self‐service environments.