Unified theory of acceptance and use of technology: The adoption of mobile messaging application

Abstract

According to Turkish Statistical Institute, 96.8% of households have mobile phones and smart phones. While mobile penetration was 1% in 1995, it reached 73% in 2014. Opening account of social media, messaging and chatting is the first activity in mobile phone users in Turkey. Consequently, understanding the main determinants of technology acceptance behavior is an important issue for both academicians and practitioners. Therefore, the aim of this study is to test the model of the adoption of mobile messaging applications, especially fast messaging. The framework of Unified Theory of Acceptance and Use of Technology (UTAUT) was used in the paper. For testing our hypotheses, questionnaires were given to people having mobile devices and mobile internet users. Our data was collected by convenience sampling method. The research hypotheses were tested by structural equation modeling (SEM). The results indicated that there were strong relationships among the research variables. Finally, theoretical and managerial implications of the study findings are discussed.

Keywords

• adoption of mobile messaging
• mobile messaging
• Unified Theory of Acceptance and Use of Technology (UTAUT)
• Turkey