Exploring the impact of mobile shopping apps purchase intentions in the retail sector of the UAE market through UTAUT 2 model
Keywords:
Shopping Apps, Performance Expectancy, Effort Expectancy, Facilitating Conditions, Social Influence, Hedonic Motivation, Price Value, Unified Theory of Acceptance and Use of Technology (UTAUT 2).Abstract
Mobile apps are transforming the retail business in a huge way. Considering mobile shopping apps as technology, researchers have adopted a number of technology adoption models to explore factors that impact the acceptance of apps. One of the newest models is the unified theory of acceptance and use of technology (UTAUT 2) model that is used by researchers to analyze the factors of user acceptance and behavioral intention towards technology adoption. To examine the influence of mobile shopping apps in the UAE, the research also used the UTAUT 2 model. The study, which surveyed 200 respondents, focused on all six factors (performance expectancy, effort expectancy, facilitating conditions, social influence, hedonic motivation, and price value) and examined its impact on shopping app adoption. The research found that all factors, except for performance expectancy, significantly affect the UAE's adoption of shopping apps. The study's findings will enhance our understanding of shopping app dynamics in the UAE retail industry.
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