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Towards closing the gender gap in Iraq: understanding gender differences in smartphone adoption and use

Towards closing the gender gap in Iraq: understanding gender differences in smartphone adoption... This paper examines gender differences in Iraq in terms of smartphone adoption and use, with a specific focus on the factors that can affect women’s adoption and use of smartphones. The research used the mobile phone acceptance and use model. In total, 533 questionnaires were distributed to consumers aged 18-29 and the data were analyzed using partial least squares structural equation modelling. The findings revealed that the model fitted well with men and women, but the order of significance of the factors differed between the two genders. Three factors in the model had significantly different effects on behavioral intention when compared by gender. These three factors are culture-specific beliefs and values, habit and perceived relative advantage. The findings indicate that when targeting Iraqi women, other factors in addition to price must be considered. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Information Technology for Development Taylor & Francis

Towards closing the gender gap in Iraq: understanding gender differences in smartphone adoption and use

Towards closing the gender gap in Iraq: understanding gender differences in smartphone adoption and use

Abstract

This paper examines gender differences in Iraq in terms of smartphone adoption and use, with a specific focus on the factors that can affect women’s adoption and use of smartphones. The research used the mobile phone acceptance and use model. In total, 533 questionnaires were distributed to consumers aged 18-29 and the data were analyzed using partial least squares structural equation modelling. The findings revealed that the model fitted well with men and women, but the order of...
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Publisher
Taylor & Francis
Copyright
© 2018 Commonwealth Secretariat
ISSN
1554-0170
eISSN
0268-1102
DOI
10.1080/02681102.2018.1454877
Publisher site
See Article on Publisher Site

Abstract

This paper examines gender differences in Iraq in terms of smartphone adoption and use, with a specific focus on the factors that can affect women’s adoption and use of smartphones. The research used the mobile phone acceptance and use model. In total, 533 questionnaires were distributed to consumers aged 18-29 and the data were analyzed using partial least squares structural equation modelling. The findings revealed that the model fitted well with men and women, but the order of significance of the factors differed between the two genders. Three factors in the model had significantly different effects on behavioral intention when compared by gender. These three factors are culture-specific beliefs and values, habit and perceived relative advantage. The findings indicate that when targeting Iraqi women, other factors in addition to price must be considered.

Journal

Information Technology for DevelopmentTaylor & Francis

Published: Oct 2, 2019

Keywords: Gender gap in Iraq; gender differences; digital inclusion; smartphone adoption; young Arab customers; UTAUT2

References