An Analysis of the Intention of Consumers to Adopt Branded Mobile Applications in South Africa

Pierre Minnaar,Lebogang Mototo,Tinashe Chuchu

doi:10.3991/ijim.v14i04.10602

Abstract

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.

Highlights

Branded mobile applications provide one of the significant prospects for marketers in terms of reaching prospects that would potential be interested in buying goods or paying for services while engaging with the marketer’s brand [1]
This paper focused on the factors that influence consumer’s intention to adopt branded mobile applications
Positive responses indicate that the South African market is ready for more introductions of branded mobile applications

Summary

Introduction

Branded mobile applications provide one of the significant prospects for marketers in terms of reaching prospects that would potential be interested in buying goods or paying for services while engaging with the marketer’s brand [1]. Mobile technology provides unlimited access to information and resourceful tools for users [2]. Mobile phone (apps) have generated an increasing fascination among marketers, primarily because of their high capacity for user engagement and the positive impact this presumably has on a user's attitude toward the sponsoring brand [3]. Smartphones and their associated mobile software “applications” or “apps” has become increasingly omnipresent in daily South Africa. Prior research on mobile technologies has focused on mobile learning which greatly relies on user’s are willingness adopt a new technology different from the ones that are familiar to the users [4], [5]

Objectives

Methods

Findings

Conclusion