An Analysis of the Intention of Consumers to Adopt Branded Mobile Applications in South Africa
Dublin Core
Title
An Analysis of the Intention of Consumers to Adopt Branded Mobile Applications in South Africa
Subject
Technology
consumers
application
brands
mobile
Description
The purpose of the study was to conduct an empirical research on adoption of the technology acceptance model on investigating consumers’ intention to-wards the acceptance of branded mobile applications in South Africa. The study was quantitative in nature where 255 participants were utilised for data collection. To analyse the data structural equation modeling approach us-ing SPSS 24 and Amos 24 was conducted. Key findings were that the per-ceived usefulness of mobile phone applications and their enjoyment had direct and significant impact of consumer attitudes towards the adoption of those mobile applications. The implications of these key findings were that for mo-bile applications to be adopted in South Africa marketer have to find the best possible ways of making mobile applications user friendly and convenient whether be it for commerce or entertainment purposes.
Creator
Minnaar, Pierre
Mototo, Lebogang
Chuchu, Tinashe
Source
International Journal of Interactive Mobile Technologies (iJIM); Vol. 14 No. 04 (2020); pp. 138-151
1865-7923
Publisher
International Association of Online Engineering (IAOE), Vienna, Austria
Date
2020-03-12
Rights
Copyright (c) 2020 Pierre Minnaar, Lebogang Mototo, Tinashe Chuchu
Relation
Format
application/pdf
Language
eng
Type
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Identifier
Citation
Pierre Minnaar, Lebogang Mototo and Tinashe Chuchu, An Analysis of the Intention of Consumers to Adopt Branded Mobile Applications in South Africa, International Association of Online Engineering (IAOE), Vienna, Austria, 2020, accessed November 22, 2024, https://igi.indrastra.com/items/show/1464