Abstract
This research aims to integrate the functional, social, security, and personal dimensions to study mobile app usage antecedents in the Northern Capital Region of India. Convenience sampling was used, and an online survey resulted in 407 valid responses. The measurement and structural models were estimated using PLS-SEM. Perceived usefulness and social influence had no significant impact on usage, implying that contemporary consumers are much more discerning and do not get swayed by the benefits offered or the influence of those around them. The findings show that perceived ease of use had a significant impact on perceived usefulness and attitude formation. Since security is the most important factor determining usage and trust, the industry should have stringent standards to maintain security protocols in every interaction with the user. Also, security concerns need to be allayed, and grievances need to be resolved immediately to gain customer satisfaction and loyalty. Personal innovativeness and lifestyle compatibility are important determinants of attitude and usage. Firms should target mobile apps to students and the active working population who possess innovativeness and for whom mobile apps are compatible with their lifestyle. These users can act as influencers and help in improving their adoption.
Highlights
With the increased usage of smartphones, there has been an exponential rise in the use of mobile apps with a record of 194 billion downloads worldwide in 2018, which shows a 35% increase from 2016 (App Annie, 2019)
The findings show that perceived ease of use had a significant impact on perceived usefulness and attitude formation
The construct social influence had a construct in the structural model (Chin, 1998). a Cronbach Alpha of 0.4, so the item with the lowest
Summary
With the increased usage of smartphones, there has been an exponential rise in the use of mobile apps with a record of 194 billion downloads worldwide in 2018, which shows a 35% increase from 2016 (App Annie, 2019). As of June 2019, in the US, a major chunk of mobile minutes as a share of total online minutes is consumed by certain categories of apps such as games (94%), social media (92%), entertainment (83%), retail (77%), travel (72%), and news/information (70%) (Comscore, 2019) Many mobile apps such as those for travel, retail, entertainment, wallets, and banking apps involve commercial transactions and share similar challenges to websites in terms of perceived risk, security, and trust, affecting their adoption. It was found that perceived ease of environment are largely determined by the peruse had a significant effect on perceived useful- ceptions of security and trust in the minds of ness in a study on the adoption of mobile services the users Chawla & Joshi, 2017) on adopting online services
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