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Female lens in urban mobility: technology-use behavior and individual differences

Marcia Cassitas Hino (Fundacao Getulio Vargas - Sao Paulo, São Paulo, Brazil)
Maria Alexandra Cunha (Technology and Data Science, Fundacao Getulio Vargas – Sao Paulo, Sao Paulo, Brazil) (Business School Sao Paulo, Sao Paulo, Brazil)

Information Technology & People

ISSN: 0959-3845

Article publication date: 20 May 2021

Issue publication date: 29 July 2021




The purpose of this study is to investigate how women's individual differences influence urban mobility service technology-use behavior. The reduction in urban mobility is a major problem in countries with emerging economies, thus affecting both the economy and quality of life.


The theoretical approach follows the individual differences theory of gender and information technology (IDTGIT). This research combines structured interviews to understand how the use of urban mobility service technology in daily routines is perceived, questionnaires to map individual differences and user demonstrations to capture how participants used mobility applications on their cell phones.


This study shows the influence of individual characteristics on the use of mobile apps and presents five behavioral profiles of women. This article goes beyond gender segregation to also show intragender differences.

Practical implications

This study explains women's behavior regarding urban mobility mobile applications through the generation of five profiles. These profiles can inform public policy managers on urban mobility and provide opportunities for improving the services of companies in the urban transport service chain.


With an intragender perspective, this study identifies the influence of individual characteristics on the use of technology and suggests that contextual identity, a novel dimension of characteristics that influence technology-use behavior, is relevant in the adoption of technology by its users.



The authors would like to thank the support provided by Fundacao Getulio Vargas. Dra Marcia Cassitas Hino acknowledges the doctoral fellowship provided by Fundacao Getulio Vargas.


Cassitas Hino, M. and Cunha, M.A. (2021), "Female lens in urban mobility: technology-use behavior and individual differences", Information Technology & People, Vol. 34 No. 4, pp. 1370-1397.



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