Factors influencing the acceptance of mobile application among millennials

Abstract

The market for mobile applications (apps) has been rising rapidly because most daily activities currently involve the use of mobile applications. There is great potential for this service mode in the mobile market as it reversed the traditional business model of the mobile industry. Because there is an increasing interest in mobile applications, it has created new opportunities for the mobile market. With more and more consumers around the world, the organization soon will serve to promote the application, involving consumers through apps and in-app advertising. Therefore, the user acceptance is very important in the mobile application market. This leads to the importance of studying the factors that influence the behavior intention to adopt mobile applications for the industry to develop successfully. Besides, mobile phone users have been dominated by millennials generation, from the age group of 20-24. However, there is very limited knowledge about online consumer behavior because it is a complicated socio-technical phenomenon and involves too many factors that influence the behavioral intention to adopt mobile applications (apps). The purpose of this study is to analyze factors that influence the behavioral intention to adopt mobile applications (apps) in among millennials in Malaysia. The conceptual framework derived from selection of related construct has been used to facilitate the data collection of this study. These constructs are performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit Behavioral intention has been used as indicator of the acceptance of mobile applications (apps) among millennials in Malaysia. Quantitative method using online questionnaires survey has been applied. There are seventy seven returned and usable questionnaire used in this study. The respondents to the questionnaire were consumers who used mobile apps to shop online. Lastly, the results revealed that hedonic motivation, facilitating conditions, price value, social influence and habit have significant correlation with behavioral intention.