Determinants of mobile apps adoption among young adults: theoretical extension and analysis

ABSTRACT

Mobile applications (apps) are now the most essential part of daily life. In this context, this study seeks to a) develop and validate a new hybrid model, (as a theoretical lens for future research) combining the Technology Acceptance Model (TAM) with the Diffusion of Innovation (DoI) model to analyze the behavioral intentions of young consumers to use mobile apps. b) analyze the factors determining the usage of mobile applications in an emerging country context. Confirmatory Factor Analysis and Structural Equation Modeling were applied to test different constructs. The results show that relative advantage (RA), perceived enjoyment (PENJ) and compatibility (COMP) were antecedents of perceived usefulness (PU); trialability (TRI) and complexity (CPL) were antecedents of perceived ease of use (PEOU); and PEOU→PU were significant determinants of intention (IN) to use Mobile ‘Apps’. Implications and limitations of the research were discussed.

KEYWORDS:

• Mobile applications (Apps)
• diffusion of Innovation
• technology Acceptance Model
• young Consumers
• CFA
• SEM

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No potential conflict of interest was reported by the authors.

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

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Notes on contributors

Aashish Mehra

Aashish Mehra currently works as a Professor in Marketing at Teerthanker Mahaveer University, Moradabad in the Department of Management Studies. He has published many good quality papers & case studies in reputed journals including recently published case study in Emerald Emerging Markets Case Studies on ‘Social entrepreneurship’ and has been awarded six times in his academic career till now including ‘The Case Award’ at IIM Raipur, India & the ‘Young Researcher Award’ at Loyola College, Trivendrum, India. Apart from academic experience he has gained rich experience in corporate for twelve years and served on key positions. His areas of academic interest are Consumer Behviour, Services Marketing, Online Marketing, Entrepreneurship, Banking, etc. He is reviewer in some journals of international repute such as Int. J. of Emerging Markets, Emerald Publishing; Journal of Retailing and Consumer Services, Elsevier, etc.

Justin Paul

Justin Paul a former faculty member of University of Washington, is currently a full Professor in the Ph.D & MBA programs at the University of Puerto Rico, San Juan, PR, USA and holds a title- ‘Distinguished Scholar’ with India’s premier business school- IIM (IIM-K). He is well known as an author/co-author of best selling text books – Business Environment (4th edition), International Marketing, (2nd edition) Management of Banking & Financial Services (2nd edition) and Export-Import Management (2nd edition) by McGraw-Hill, Pearson & Oxford University Press respectively. He served as a full time faculty member with the Rollins College-Florida,  and Nagoya University – Japan, accredited by AACSB & AMBA in the past.  Dr. Paul is known as for developing and introducing Masstige model and measure for brand management, Masstige theory for marketing,  CPP Model for internationalization of firms,  7-P Framework for Performance & International Marketing and SCOPE framework for success of SMEs.  His articles have been downloaded over 600,000 times, which rank him among the most downloaded academicians in the field of business and economics. He is an author of over 50 articles in SSCI listed journals, out of which 35+ are in journals ranked as A & A star by Australian Business Deans Council.

Rahul Pratap Singh Kaurav

Rahul Pratap Singh Kaurav is an Assistant Professor of Marketing and Tourism Management at the Prestige Institute of Management, Gwalior, India since 2013. He holds the PhD from Jiwaji University, Gwalior with a major in Marketing Tourism Destinations. At PIMG he is responsible for teaching, training, research, and consultancy. His teaching interests include Research Methodology, Managerial Economics, Marketing Management, Services Marketing, Marketing Research, Tourism Concepts-Economics-Marketing, Information System (Information Technology), SPSS, and Data Analytics. His research interests include Internal Marketing, Destination – Marketing, Performance, Market Orientation, Rural Tourism, Hotel – Selection, Performance, Entrepreneurial Intentions, and Technology Acceptance. He has published articles/papers in scholarly journals on marketing, tourism, and services management and written books on Marketing Management, Services Marketing, and SPSS. He is a renowned and invited speaker to numerous research methodology workshops and is also associated with the online program of the University of Liverpool, USA as DBA Thesis Supervisor and BITS-Pilani, India as an Adjunct Faculty.