A Study on Factors Affecting the Behavioral Intention to Use Mobile Apps in Malaysia
19 Pages Posted: 28 Aug 2018
Date Written: December 19, 2017
Purpose – Considering the lack of understanding of the mobile applications (mobile apps) market and low usage rates among students in Malaysia, Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) was adapted to investigate the determinants of consumer behavioral intention (BI) to use mobile apps.
Design/methodology/approach – The results are based on regression analysis and equation modelling by using SPSS software a total of 100 sample data was collected among student in university.
Findings – All of UTAUT2 constructs (i.e. performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, habit, price value and social influence, significantly relate with BI to use mobile applications. This study also finds that knowledge hedonic motivation was reported to have the strongest influence of behavioral intention to use mobile apps.
Practical implications – Mobile application developers could have better understanding on users’ needs and intention, based on the findings.
Originality/value – In order to shed light on current problems, and there is a dearth in relevant studies which could resolve the issue, this paper contributes the necessary knowledge on mobile apps acceptance to developers.
Keywords: Consumer Behavioral Intention, Gender, Educational Level, Malaysia, Mobile Applications, UTAUT2
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