Determinants of Mobile Service Acceptance in Saudi Arabia: A Revised UTAUT Model

Determinants of Mobile Service Acceptance in Saudi Arabia: A Revised UTAUT Model

Mutlaq B. Alotaibi (Imam University, Riyadh, Saudi Arabia)
Copyright: © 2013 |Pages: 19
DOI: 10.4018/jesma.2013070103
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Abstract

This paper identifies factors that determine user acceptance of the mobile version of the stock exchange system in Saudi Arabia (Tadawul). It examines the conditions under which users use Mobile Tadawul (M-Tadawul), the findings will provide an in-depth understanding of the mobile financial services for developers, potential users and Information Technology (IT) managers. The study proposed a theoretical framework based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model. To meet the aims of this study, the model utilized the major UTAUT constructs, these were moderated by three factors: age, gender and education. M-Tadawul characteristics were included as a major determinant of acceptance and use. A questionnaire was devised (and sent to 442 Saudis) to measure M-Tadawul acceptance and use facilitators. The results suggest that behavioural intentions towards the use of M-Tadawul can be predicted by performance expectancy, effort expectancy, social influence and M-Tadawul characteristics. The findings also indicate that the effect of predicting variables is mediated by gender, age and education. Studying the moderating effect of education in developing countries as well as applying heuristics evaluation of mobile services in Saudi Arabia would therefore merit further investigation.
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Literature Review

In the current literature on Information Systems (IS), attitude is seen as an important aspect as it represents the tendency or orientation of users. An attitude is defined by Fishbein (1967) as a state of mind regarding objects or ideas by which an individual’s behaviour is influenced (Fishbein, 1967). It can be said that attitudes represent an individual’s feelings, opinions, position and action tendencies towards objects or ideas. Scholarly research has focused on attitudes of IS users as an important subject which has resulted in a large body of literature focusing on user acceptance and the use of IS. For example, the Technology Acceptance Model (TAM), proposed by Davis (1989), describes determinants of users’ attitudes and intentions towards new technologies (Davis, 1989). The major constructs were: perceived ease of use, perceived usefulness, using intentions and actual use. Numerous studies have since examined the relationships between perceptions and attitudes, behavioural intentions and actual behaviours.

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