Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust

By Ali Abdallah Alalwan, Abdullah Mohammed Baabdullah, Nripendra P. Rana, Kuttimani Tamilmani, Yogesh Kumar Dwivedi. Technology and Society, 2018

422 citations recorded by the source corpus.

Abstract Mobile internet represents a breakthrough technology that has derived much attention from mobile organizations and services providers in the Kingdom of Saudi Arabia (KSA). 1 However, the level of acceptance of mobile internet in the KSA is still below the level of ambition. This is in addition to the fact that there is a considerable need to discover the main factors shaping Saudi customers' intention and adoption of such a mobile system. For this reason, this study is conducted in the hope of providing further understanding about the adoption of mobile internet in the KSA. The extension version of Technology Acceptance Model TAM 2 with perceived enjoyment was adopted as a theoretical foundation of the current study model. This was expanded by considering two additional factors: innovativeness and trust. The main empirical data collected through questionnaires was analysed using structural equation modelling (SEM). 3 Perceived usefulness, perceived enjoyment, trust, and innovativeness are statistically supported to have a significant impact on the Saudi customer intention to adopt mobile internet. Further discussion regarding the main contribution as well as research limitations and future directions are presented at the end of this paper.

Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e0579d44a8b067412a0e586b99c433b20b440779

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media (2020, background): “Alalwan (2018) asserts the positive impact between affection, cognition, and purchase intention over social media sites.”
The battle of Brain vs. Heart: A literature review and meta-analysis of "hedonic motivation" use in UTAUT2 (2019, background): “…motivation” is defined as the fun or pleasure derived from using technology and it is an important determinant of consumer’s technology acceptance and use (Alalwan, 2018; Baabdullah et al., 2019; Brown & Venkatesh, 2005; Hamari & Koivisto, 2015; Shareef et al., 2017; Shaw & Sergueeva, 2019).”