Factors Influencing the Consumer Tendency to Use Mobile Instant Messaging (MIM) : a Mixed Method Study

• Autorzy: Jorge Cruz-Cárdenas , Jorge Guadalupe-Lanas , Carlos Ramos-Galarza , Andrés Palacio-Fierro
• Języki publikacji: EN

Abstrakty

EN

Mobile instant messaging (MIM) is currently one of the most influential areas of technology. MIM applications have experienced substantial growth in the number of users; however, research on consumer behavior regarding the use of these applications is relatively scarce. The present study seeks to fill this gap, with the objective of identifying, understanding, and establishing the determinants of MIM use. The current study takes place in Ecuador, a developing Latin American country, and focuses on WhatsApp, the leading MIM application. The study is based on a sequential exploratory mixed method design with 25 in-depth interviews and a subsequent survey of 504 adults. The qualitative phase allows the establishment of a qualitative theoretical model in which the core category studied to understand the tendency of people to use WhatsApp is the perception of its utility. The qualitative phase and a literature review are the basis for formulating the study hypotheses. Finally, the quantitative analysis, based on structural equation modeling, yields the conclusion that network externalities, perceived usefulness, and perceived ease of use are the constructs that explain the tendency of individuals to use WhatsApp. (original abstract)

Słowa kluczowe

EN

Consumer behaviour

PL

Zachowania konsumenta

• Czasopismo: Contemporary Economics
• Rocznik: 2022
• Tom: 16
• Numer: nr 1
• Strony: 32--50

Twórcy

autor

Jorge Cruz-Cárdenas

• Universidad Tecnológica Indoamérica

autor

Jorge Guadalupe-Lanas

• Universidad Tecnológica Indoamérica

autor

Carlos Ramos-Galarza

• Universidad Tecnológica Indoamérica; Universidad Católica del Ecuador

autor

Andrés Palacio-Fierro

• Universidad Tecnológica Indoamérica; Universidad Camilo José Cela

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Identyfikatory

DOI

10.5709/ce.1897-9254.467