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Exploring Female Hispanic Consumers' Adoption of Mobile Social Media in the U.S.

Exploring Female Hispanic Consumers' Adoption of Mobile Social Media in the U.S.

Kenneth C. C. Yang, Yowei Kang
Copyright: © 2016 |Pages: 23
ISBN13: 9781522500100|ISBN10: 1522500103|EISBN13: 9781522500117
DOI: 10.4018/978-1-5225-0010-0.ch012
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MLA

Yang, Kenneth C. C., and Yowei Kang. "Exploring Female Hispanic Consumers' Adoption of Mobile Social Media in the U.S." Gender Considerations in Online Consumption Behavior and Internet Use, edited by Rebecca English and Raechel Johns, IGI Global, 2016, pp. 185-207. https://doi.org/10.4018/978-1-5225-0010-0.ch012

APA

Yang, K. C. & Kang, Y. (2016). Exploring Female Hispanic Consumers' Adoption of Mobile Social Media in the U.S. In R. English & R. Johns (Eds.), Gender Considerations in Online Consumption Behavior and Internet Use (pp. 185-207). IGI Global. https://doi.org/10.4018/978-1-5225-0010-0.ch012

Chicago

Yang, Kenneth C. C., and Yowei Kang. "Exploring Female Hispanic Consumers' Adoption of Mobile Social Media in the U.S." In Gender Considerations in Online Consumption Behavior and Internet Use, edited by Rebecca English and Raechel Johns, 185-207. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0010-0.ch012

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Abstract

U.S. Hispanic purchasing power is estimated to reach $1.5 trillion by 2015. Because of this growing importance, there has been a surge of Hispanic consumer behavior research in recent years. Latinas account for 49.5 percent of the U.S. Hispanic population and increasingly become tech-savvy to adopt new mobile social networking technologies. In spite of their growing importance, there still lacks a thorough examination on factors affecting female Hispanic consumers' decision-making process related to mobile social media applications. This book chapter collected qualitative in-depth interview data that were interpreted from Technology Acceptance Model (TAM) and TAM2 as theoretical lenses. Four major themes were identified: 1) family and peer influence; 2) perceived functional benefits of mobile social media; 3) Latinas as a primary decision-maker to adopt; 4) cultural and sub-cultural influence.

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