Разработка мобильного приложения для покупок и исследование поведенческих намерений пользователей в Ираке

Аннотация

Technological utilization and applications have become inevitable, particularly with the worldwide movement restrictions (following the COVID-19 pandemic) that compelled digitized platform usage compared to physical settings for minimal health risks. This study intends to recommend the newly-designed Best Deal application (mobile shopping application) that enabled easy consumer access to information on discounted items and a complete shopping process. The aforementioned application would prove advantageous to many consumers, specifically with the COVID-19 restrictions that compelled most users to utilize technology for making purchases. In this vein, this study highlighted the necessity to develop the Best Deal mobile shopping application and investigate behavioral intention indicators among Iraqi consumers. Following the integration of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) with the personal innovativeness variable, this research constructed a study framework to examine the impact of performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), hedonic motivation (HM), price value (PV), and personal innovativeness on behavioral intention (BI). The study data were gathered with 194 respondents using a self-administered online questionnaire and subsequently assessed with partial least squares structural equation modeling (PLS-SEM). Resultantly, PE, EE, FC, PV, and personal innovativeness significantly and positively affected correlations with BI while SI and HM were not significantly associated with BI. The study outcomes proved useful to both application developers and industry players who intended to comprehend BI indicators for increased BI through mobile shopping application management and subsequent application development.