Abstract
AbstractThe increasing usage of mobile technology implies high acceptance of emerging digital technologies. The aim of this study is to identify the features and quantify their effects on the acceptance of mobile technology by consolidating the uses and gratifications theory (UGT) and technology acceptance model (TAM) as the theoretical framework. The context is university students, sample of 335 selected by quota sampling method, attending the academic year 2018–2019 at one of the largest universities in Iran. The well-established methods of t-tests, ANOVA, and linear regression analysis show a significant role of social factors on the behavioral intention and actual use of mobile technology. In addition to direct effects, the influence of individual characteristics as moderating variables, on attitude, behavioral intention, and use of mobile technology are reported and discussed with respect to literature. The insights can support technology developers in providing user-centered applications.KeywordsMobile technologyTechnology acceptance modelUse and gratification theoryUniversity student
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