Asian Journal of Multidimensional Research (AJMR)
Year : 2018, Volume : 7, Issue : 9
First page : ( 43) Last page : ( 52)
Online ISSN : 2278-4853.

Application of tam and the role of gender in adopting mobile apps for shopping: An empirical analysis.

Nagaraj Samala

Research Scholar, University of Hyderabad, India. Email id: raajsamala@gmail.com

Online published on 10 October, 2018.

Abstract

Marketers are finding new modes of selling products and services to the customers. After the successful application of website based selling and communication by the seller, mobile apps are the new mode of applications widely and effectively used. The present study aims to study the acceptance and adoption of mobile apps by the consumers. The widely applied theory of Technology Acceptance Model (TAM) is used to examine the objectives of the study. Perceived Usefulness and Ease of Use are the two major antecedents are included to study the attitude and intentions of the consumers in adopting the mobile apps for shopping purpose. The study also aimed to study the role of gender in adopting mobile apps. 365 responses were collected online using a structured questionnaire. The results are consistent with the earlier findings that ease of use and usefulness has an impact on the attitude and intentions of the consumers to adopt mobile apps for shopping in India. There is no gender difference in the same process. Marketers should improve the usability, accessibility, effectiveness, and ease of use in order to increase the number of users of mobile apps for shopping.

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Keywords

TAM, Ease of Use, Perceived Usefulness, Structural Equation Modeling, Mobile Apps, Multi-Group Analysis.

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