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1 – 10 of 930
Article
Publication date: 5 January 2023

Shana Axcell and Debbie Ellis

With the increasing mobile activity of the Generation Z market (born after 1994), marketers’ interest in this social group is rising. This research paper aims to uncover the…

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Abstract

Purpose

With the increasing mobile activity of the Generation Z market (born after 1994), marketers’ interest in this social group is rising. This research paper aims to uncover the relatively unknown attitudes and behaviour of the youth market in an emerging market, South Africa, towards branded mobile applications (apps). Previous studies on mobile marketing have focused on Generation X and Generation Y and generally with a quantitative focus.

Design/methodology/approach

This study is based on the theoretical framework of the unified theory of acceptance and use of technology model 2. The study used a qualitative framework with stratified focus groups, aged between 18 and 21 years old at a private tertiary institution in South Africa.

Findings

The findings indicate that these South African Gen Z participants mainly used WhatsApp, Instagram, Facebook, Uber and Snapchat. The participants had more positive than negative attitudes towards mobile apps. The findings also showed that privacy was a major concern for the participant’s attitudes and behaviour towards mobile apps. The findings supported the UTAUT2 model, but also discovered new themes. As a recommendation, the issue of privacy and its effect on mobile app adoption is a factor to be researched in the future. The research also provides recommendations for marketers and app developers.

Research limitations/implications

This study was of a qualitative nature, and thus, the sample size was smaller than that of a quantitative study. Future research could add to this study by increasing the sample size and adding a quantitative method such as surveys.

Practical implications

Marketers of mobile apps targeted towards the Gen Z market should aim to be convenient for their users, as well as be entertaining, functional, time-efficient while avoiding excessive in-app adverts, being honest upfront about their pricing strategy, incorporate an element of connectivity into the app and respect their privacy. This paper also provides practical recommendations for mobile app developers (targeted towards Gen Z users) including minimising notifications and updates within the app, developing a mobile app that requires less usage of data (due to the high expense of data in South Africa for the price-conscious Gen Z market) as well as less usage of memory space on the phone and incorporating universal symbols within the mobile app.

Originality/value

This study supported the UTAUT2 model effects of performance and effort expectancy, social influence, facilitating conditions, hedonic motivation, price value and habit on the behavioural intention of users towards a new technology, i.e. GenZ students’ attitudes and behaviour towards branded mobile apps in South Africa. However, an additional condition was discovered in this study, i.e. privacy and its impact on the attitudes and behaviour of GenZ mobile app users. Therefore, this study extends the UTAUT2 model framework. Furthermore, this study uses a qualitative design, which has not been used in previous studies, with a focus on the under-researched Gen Z market, and in particular in an emerging market, such as South Africa.

Article
Publication date: 21 April 2022

Cheng-Chia Yang, Cheng Liu and Yi-Shun Wang

This article aims at a Unified Theory of Acceptance and Use of Technology (UTAUT) model framework that was used to investigate the impact of a 16-h smartphone training program on…

Abstract

Purpose

This article aims at a Unified Theory of Acceptance and Use of Technology (UTAUT) model framework that was used to investigate the impact of a 16-h smartphone training program on the correlations among different constructs of smartphone use in a sample of older adults.

Design/methodology/approach

A total of 208 participants aged 60–78 (mean: 65.4) years completed a questionnaire that collected information on demographic variables and the frequency and duration of smartphone use as well as the answers to questions on the six UTAUT constructs of performance expectancy, effort expectancy, social influence, facilitating conditions, and behavioral intention and usage behavior. The data were analyzed using partial least squares analysis.

Findings

This study was the first to compare post-training changes in the correlations among UTAUT constructs. The results revealed significant post-training changes in all construct correlations. Behavioral intention and facilitating conditions were shown to significantly impact usage behavior both before and after training and performance expectancy was shown to impact behavioral intention before training. After training, both effort expectancy and social influence were found to impact behavioral intention significantly. Moreover, the impact of facilitating conditions on usage behavior was significantly increased after training.

Originality/value

To date, no study published in the literature has investigated the impact of technological training on the technology-use intentions and behaviors of older adults. The findings of this study suggest that, for older adults, the results of the acceptance and use model for smartphones change significantly and positively between pre-smartphone training and post-smartphone training time points. The findings support that technology training has a positive impact on smartphone use in older adults.

Article
Publication date: 1 November 2021

Debarun Chakraborty, Ganesh Dash, Kip Kiefer and Shakti Bodh Bhatnagar

This study aims to extend existing theories and fills research gaps regarding the acceptance and use of new technologies by consumers by exploring the adoption of app-cab services…

Abstract

Purpose

This study aims to extend existing theories and fills research gaps regarding the acceptance and use of new technologies by consumers by exploring the adoption of app-cab services in India. Through the application and comparison of a unified theory of acceptance and use of technology (UTAUT) and UTAUT 2/expanded-UTAUT (E-UTAUT) models, this paper empirically tests the relationships between important constructs related to technology adoption, acceptance and utilization in India’s emerging economy.

Design/methodology/approach

In total, 612 responses to a questionnaire of active and regular users of app-cab services in India are examined. Path analysis and structural equation modeling presents interesting findings indicating that the expanded models have huge implications for the Indian app-cab industry.

Findings

This paper finds that the UTAUT 2/E-UTAUT models are a good fit for consumers and their behavior toward technology-based services. In particular, this study, one of the first of its kind, examines consumer acceptance and use behavior and identifies the factors that influence customer behavior with regard to new technology (app-cab services) in an emerging economy (India). Theoretical and practical implications are discussed.

Originality/value

Very few studies are available on app-cab adoption in emerging economies.

Details

foresight, vol. 24 no. 6
Type: Research Article
ISSN: 1463-6689

Keywords

Article
Publication date: 15 January 2018

Po-Hong Shih, Keng-Chieh Yang and Chyan Yang

Although numerous studies have examined factors that influence smartphone acceptance and use, few have analyzed cognitive age. This study aims to use the unified theory of…

Abstract

Purpose

Although numerous studies have examined factors that influence smartphone acceptance and use, few have analyzed cognitive age. This study aims to use the unified theory of acceptance and use of technology (UTAUT) to test two models to analyze the moderating effect of cognitive age. This research offers relevant suggestions among different cognitive age groups.

Design/methodology/approach

A questionnaire survey was conducted to collect research data in Taiwan and the UTAUT model was used. Model 1 ensures all four antecedent constructs among digital natives (those under 34 years old). Model 2 divides the digital immigrants into two groups to test the influence of cognitive age on the behaviors of smartphone use. This study tests Model 1 using AMOS 20 to examine the measurement and structural model and validates Model 2 using partial least squares (PLSs).

Findings

In Model 1, the digital natives have sufficient confidence to accept a new technology with ease and little effort owing to most educational resources and the widespread internet. Group 1 in Model 2 reveals that the behavior of digital immigrants is similar to that of digital natives. For Group 2 in Model 2, they tend to infer that skills or tasks they associate with having higher value are more difficult to learn.

Originality/value

This study provides another dimensional result for different cognitive age groups and it has to consider not only chronological age but also cognitive age in user behavior. The result can enrich the theoretical perspective on technology adoption and use behavior via cognitive age, which is a significant and important self-related factor that can help predict technology adoption and use behavior.

Details

Kybernetes, vol. 47 no. 3
Type: Research Article
ISSN: 0368-492X

Keywords

Open Access
Article
Publication date: 10 June 2021

Seungjae Shin and Won-Jun Lee

The purpose of this paper is to identify the factors affecting user acceptance for NFC mobile wallets in both Korean and US markets.

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Abstract

Purpose

The purpose of this paper is to identify the factors affecting user acceptance for NFC mobile wallets in both Korean and US markets.

Design/methodology/approach

The proposed model extends the UTAUT2 model with new constructs of credibility (CR) and service smartness (SS). This study was analyzed using partial least square structural equation modeling on data collected from 701 college students between the ages of 18 and 29.

Findings

The results of this study demonstrate that performance expectancy (PE), effort expectancy (EE), CR, SS and habit (HB) have strong positive relationships with a user’s behavioral intention to use NFC mobile wallets. Comparing the results of the USA and South Korea, there are different results regarding PE and CR.

Research limitations/implications

This study shows that all factors except social influence (SI) have significant positive relationships with the intention to adopt NFC mobile wallets: Among the original UTUAT2 factors, PE, EE and HB are important determinants of NFC mobile wallet adoption and the new constructs, CR and SS, are significant determinants that influence BI. However, the target respondents are limited to college students of South Korea and the USA Thus, caution should be used when applying the results of this study towards less ICT developed countries and towards different age groups.

Practical implications

This study provides multiple practical contributions. First, this study emphasizes HB as the strongest factor for adopting NFC mobile wallets in both South Korea and the USA Second, this study also highlights the importance of SS. Third, this study reveals that SI is not associated with the adoption of NFC mobile wallets. Fourth, nationality differences between the USA and South Korea account for the differences in consumer behaviors.

Originality/value

This study has two main contributions: First, this study introduces a modified UTAUT2 model with two new variables (CR and SS) useful for NFC mobile wallets. Second, this study compares the results of partial least square structured equation models (PLS-SEM) of the two nationality groups, South Korea and the USA

Details

Innovation & Management Review, vol. 18 no. 4
Type: Research Article
ISSN: 2515-8961

Keywords

Article
Publication date: 23 October 2020

Shampy Kamboj and Richa Joshi

Tourists regularly make use of their smartphones while staying at tourist destinations. Several studies have studied the outcomes of smartphone use at travel destinations. The…

1331

Abstract

Purpose

Tourists regularly make use of their smartphones while staying at tourist destinations. Several studies have studied the outcomes of smartphone use at travel destinations. The current paper believes tourists’ use of their smartphone or its apps because of their contact with tour friends, social loneliness-related concerns or its aesthetic scope. The purpose of this paper is to identify the factors of continued use of smartphone apps via travelers during their stay at a tourism destination, framed within the UTAUT2 model (unified theory of acceptance and use of technology), given intrinsic user attributes (innovativeness), tourism destination aspect (aesthetic scope and social loneliness) and one of the key characteristics of mobile devices (portability).

Design/methodology/approach

The sample consists of 357 smartphone users who travelled to some tourist destinations and used some mobile apps during their stay. Data was analyzed using the structural equation modeling approach.

Findings

The findings of the study show that the UTAUT2 model can effectively explain the use of smartphone apps at tourism destinations and characteristics of the user and mobile device, does affect behaviour outcomes (smartphone, intention to reuse app, satisfaction towards trip and loyalty towards app).

Originality/value

This paper is mainly important due to its emphasis on smartphone apps’ use during the travel stay, as the majority of the existing literature focusses on prior steps ( service booking).

Details

International Journal of Tourism Cities, vol. 7 no. 1
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 19 September 2021

Saeed Awadh Bin-Nashwan

While the financial relief efforts are struggling to keep up with the COVID-19 outbreak, there is a need for the diffusion of e-Zakat initiatives and work with fintech if…

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Abstract

Purpose

While the financial relief efforts are struggling to keep up with the COVID-19 outbreak, there is a need for the diffusion of e-Zakat initiatives and work with fintech if governments truly strive to ensure that most vulnerable do not fall behind. The newly launched e-system – popularly known as ZAKATY (e-portal and smartphone application) – in Saudi Arabia is an example worth attention and study on how well people can accept and use the system and Zakat payer-centric e-services, especially amid such uncertain times. The purpose of this study is to explore how an extended unified model of acceptance and use of technology (UTAUT) can induce users to adopt the ZAKATY e-services provided by the General Authority of Zakat and Tax during this unprecedented challenge to pay Zakat online in an easy, fast and reliable way.

Design/methodology/approach

Drawing on a quantitative approach through an online administered survey, a total of 479 usable responses from individual Zakat payers were obtained using snowball sampling and analyzed through smart partial least squares (SmartPLS) software.

Findings

This study confirms the suitability and utility of the UTAUT model used in predicting Zakat payers’ intention to adopt the e-Zakat system and its services, indicating that the model possesses 72% of the predictive capability to explain variance in intentions. It also shows that all UTAUT constructs (i.e. performance expectancy, social influence and facilitating conditions) were statistically significant, except for effort expectancy. Online trust exerted a significant moderating effect on the relationship between UTAUT constructs and users’ intentions to uptake the system’s online services amid COVID-19.

Practical implications

To keep pace with rapid digital transformations amid the pandemic, Zakat institutions, as governmental entities, are likely pursuing to identify the main determinants that influence people’s intentions to engage in adopting e-Zakat services. This could be eventually translated into maximizing the proceeds of Zakat funds by developing ICT-based infrastructure and introducing reliable and efficient e-services that can be adopted by users.

Originality/value

Given the scarce literature on the relevance of e-Zakat systems’ adoption, this work could serve as a building block and springboard for literature and future research by empirically examining an extended framework derived from the UTAUT theory in the Zakat context.

Details

foresight, vol. 24 no. 2
Type: Research Article
ISSN: 1463-6689

Keywords

Article
Publication date: 12 March 2018

Anil Gupta, Nikita Dogra and Babu George

This study aims to identify factors affecting tourists’ intention of using travel apps installed in their smartphones.

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Abstract

Purpose

This study aims to identify factors affecting tourists’ intention of using travel apps installed in their smartphones.

Design/methodology/approach

A questionnaire was developed largely based on the available scales in the published literature. A total of 389 participants responded to the survey, out of which 343 valid responses were obtained for statistical analysis.

Findings

Significant predictors of smartphone app usage intention included performance expectancy, social influence, price saving, perceived risk, perceived trust and prior usage habits. Usage behavior was largely mediated by usage intention, except in the case of habits. Contrary to the expectation, factors such as hedonistic motivation, facilitating conditions or effort expectancy did not impact usage intention or behavior.

Practical implications

The study gives app developers vital cues on tourist expectations from the apps. Oftentimes, developers tend to focus entirely on the material utility of their apps, neglecting every other factor influencing use. One particular implication is that despite tourism being a hedonistic activity, travel app usage behavior is not a hedonistic activity.

Originality/value

This is one of the few studies to examine adoption of smartphone travel apps in an emerging economy context by using extended unified theory of acceptance and use of technology framework with additional constructs.

研究目的

本研究旨在于鉴定游客安装旅游手机APP的影响因素。

研究设计/方法/途径

本论文采用问卷形式进行采样。在389人的样本中,本研究共获得343有效数据以用于数据分析。

研究结果

经本研究鉴定,影响游客安装手机旅游APP的因素包括:性能预期、社会影响力、节约成本、感知风险、使用习惯。其中,使用动机为影响因素(使用习惯除外)是作用于使用行为的中间变量。与原本研究预期相左,诸如享乐主义的动机、便利条件、以及努力期望等因素对使用动机和使用行为并没有显著作用。

研究应用价值

本研究结果对于APP开发商将如何达到游客期望有着至关重要的启迪。开发商往往会专注于APP的物理性能方面的开发,忽视了其他影响APP使用的因素作用。本论文其中一个重要的实际应用价值在于,虽然旅游业是享乐主义的活动,旅游APP的使用行为却大相径庭。

研究原创性/价值

本研究是少数几篇以新型经济体为背景,采用延伸整合型科技接受模式(UTAUT2)为理论框架,研究旅游APP使用情况的论文。

Details

Journal of Hospitality and Tourism Technology, vol. 9 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 26 October 2021

Yuli Liang, Seung-Hee Lee and Jane E. Workman

Mobile self-checkout refers to scanning products using a mobile device inside a brick-and-mortar store and completing the checkout process on mobile devices. Even though mobile…

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Abstract

Purpose

Mobile self-checkout refers to scanning products using a mobile device inside a brick-and-mortar store and completing the checkout process on mobile devices. Even though mobile self-checkout has been used in other industries for several years, it is a new application in the fashion industry and only limited numbers of retailers have implemented mobile self-checkout in their stores. The purpose of this study is to understand consumers' acceptance of mobile self-checkout in fashion retail stores by analyzing determinants of using a new system.

Design/methodology/approach

Part of the Unified Theory of Acceptance and Use of Technology (UTAUT) was used as a theoretical framework. Openness to experience, variety seeking and adventure shopping were added to the model. Empirical data (with 229 valid responses) were collected from the top 20 metropolitan areas in the US via Qualtrics Panel services. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling and multi-group moderation were used to estimate construct validity and test the proposed hypotheses and theoretical framework.

Findings

The results indicated that consumers' intentions toward using mobile self-checkout in fashion retail stores were predicted by facilitating conditions, social influence and openness to experience. Moreover, consumers' previous experience of using mobile self-checkout in fashion retail stores moderated the path from facilitating conditions to behavioral intention and the path from social influence to behavioral intention. In addition, different genders and smartphone usage frequency did not vary significantly on the model paths.

Practical implications

The findings show how fashion retailers can understand consumers' preference and their willingness to use mobile self-checkout in fashion retail stores. Moreover, the authors addressed ways for fashion retailers to promote mobile self-checkout in the future.

Originality/value

As a new technology in the fashion industry, literature is deficient concerning consumers' intention to adopt mobile self-checkout. This research provided suggestions for fashion retailers about adopting and improving acceptance of mobile self-checkout. Results will lead to theoretical and managerial implications for future technology development.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 29 November 2021

Xuan Cu Le

The research purpose is to explore the diffusion of mobile QR-code payment (MQP) in a coronavirus disease (COVID-19) context by formulating a behavioral response model based on an…

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Abstract

Purpose

The research purpose is to explore the diffusion of mobile QR-code payment (MQP) in a coronavirus disease (COVID-19) context by formulating a behavioral response model based on an integration between protection motivation theory (PMT) and unified theory of acceptance and use of technology (UTAUT). This study also investigates the importance of physical distancing norm for behavioral intention toward MQP.

Design/methodology/approach

A web-based survey was designed and data were accumulated from 411 validated respondents who have used MQP or tend to utilize it in Vietnam. Statistical analysis was conducted using SPSS and AMOS to verify the hypotheses.

Findings

Results illustrated that behavioral intention is motivated by key antecedents of PMT (including perceived severity, perceived susceptibility and self-efficacy) and important factors of UTAUT (including performance expectancy, effort expectancy and social influence), and physical distancing norm. Moreover, perceived severity promotes performance expectancy, whereas self-efficacy boosts effort expectancy in MQP. Lastly, behavioral intention and recommendation were indicators of the diffusion of MQP under COVID-19.

Practical implications

MQP is just in its infant stage in Vietnam; thus, the findings provide managerial implications, which will aid service providers and firms to adopt marketing strategies that enhance consumers' acceptability and recommendation of MQP to the public.

Originality/value

Little is empirically considered the effects of perceived threat-related factors in PMT and physical distancing norm on behavioral intention toward MQP in a salient pandemic setting. Furthermore, the antecedents in UTAUT contribute greatly to behavioral intention. This study enlightens the diffusion of MQP based on behavioral intention and recommendation.

Details

Asia-Pacific Journal of Business Administration, vol. 14 no. 4
Type: Research Article
ISSN: 1757-4323

Keywords

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