Examining the Factors Associated with Consumers’ Behavioral Intentions to Use Mobile Phone Applications | ||
| The Academic Journal of Contemporary Commercial Research | ||
| Article 1, Volume 2, Issue 2, June 2022, Pages 1-19 PDF (416.56 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ajccr.2022.245002 | ||
| Authors | ||
| Gina Talaat Mordi* ; Gamal Sayed AbdelAziz | ||
| Faculty of Commerce, Cairo University, Giza, Egypt | ||
| Abstract | ||
| Technology has brought about a new perspective on marketing. Marketers are continuously looking for recent technologies in communications and other marketing activities for the purpose of spreading their marketing goals. The unified theory of acceptance and use of technology (UTAUT) model and its extensions were used to examine and provide a comprehensive framework about the impact of various constructs on consumers’ attitude which shapes their behavioral intentions towards mobile phone applications. Data was collected from 324 mobile apps users in Egypt. The results indicate that there are no moderation effects from all categorical moderators (age, gender and experience) on the relationship between performance expectancy, effort expectancy, and facilitating conditions and consumers’ attitudes towards mobile phone applications. Performance expectancy and effort expectancy positively affects consumers’ attitudes towards mobile phone apps while facilitating conditions were found insignificant. | ||
| Keywords | ||
| mobile marketing; mobile technology; consumers’ attitudes; UTAUT; digital marketing | ||
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