Towards closing the gender gap in Iraq: Understanding gender differences in smartphone adoption and use
journal contribution
posted on 2023-08-30, 15:12 authored by Nisreen Ameen, Robert WillisThis 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 proposed by Ameen, Willis, & Brychan (2015). 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.
History
Refereed
- Yes
Volume
25Issue number
4Page range
660-685Publication title
Information Technology for DevelopmentISSN
1554-0170External DOI
Publisher
Taylor & FrancisFile version
- Accepted version
Language
- eng