Utilization of Data Science Analytics on Mobile Commerce Applications Marketing Strategies: An Example of the Influence of Personalized Offers on the Usage Intentions of Saudi Consumers

Abstract

The integration of data science plays a vital role in the progression of mobile applications, as it enhances their overall effectiveness and provides users with more benefits. Data science tools have the potential to assist organizations in enhancing their brand marketing endeavors and providing personalized offers, therefore contributing to the overall improvement of consumer acquisition. Consequently, the primary objective of this research was to investigate the influence of the personalized offers aspect on users of mobile commerce applications in Saudi Arabia, in addition to the core elements of the technology acceptance model (TAM). The result of this study indicates that perceived usefulness exhibits the greatest degree of impact in influencing customer attitudes toward usage, with personalized offers following closely. The research further reveals that personalized offers exert a substantial favorable influence on customers’ attitudes towards their use. Additionally, the research reveals that personalized offers significantly influence individuals’ behavioral intentions concerning the use of m-commerce applications. This research offers significant insights that might inform future academic research in the field. Moreover, it provides app developers and enterprises with novel knowledge and comprehension to devise tactics that enhance the ongoing advancement of mobile commerce applications.