Consumer Behavior

Exploring mobile app stickiness using technology acceptance model (TAM), a gender perspective

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Abstract

Mobile retailing is worldwide, with almost seventy percentof all retail e-commerce being generated by mobile commerce. Mobile commerce, or “m-commerce” includes any monetary transaction completed using a mobiledevice, mostly using an app. This current study examines the factors that couldpotentially impact the adoption of mobile apps, i.e. mobile app stickiness.Additionally, as women spend more time on mobile devices for app/web usage thantheir male counterparts, it is important to pay attention to gender differencesin mobile app usage. Thus, the purpose of this study is examining genderdifferences with respect to (1) influence of app features (social integration(SI), design aesthetics (DA), interactivity, and risk) on perceived usefulness(PU) and perceived ease of use (PEOU); (2) influence of PU and PEOU on attitudetowards the mobile app; (3) impact of attitude on mobile stickiness. 

Keywords: Mobile App Stickiness, Gender, Consumer, TAM

How to Cite:

Pookulangara, S. & Nickel, C., (2024) “Exploring mobile app stickiness using technology acceptance model (TAM), a gender perspective”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17685