Consumer Intention to Adopt Smartphone Apps: An Empirical Study of Pakistan

Shahida Parveen
2017 IOSR Journal of Business and Management  
The paper investigates the relationship between the perceived usefulness, perceived ease of use, perceived enjoyment, social needs, subjective norms, self-efficacy and personal attitude with a mediating role of Intention to adopt smart phone apps and impact on the customer behavior. The current recognition of smart phones is a result of rapid development in smart phone apps that offer much kind of mobile persistent services. We used theory of planned behavior for consumer intention to adopt
more » ... e apps. Our findings suggest that consumer intention is always based on these factors like perceived usefulness, perceived ease of use, perceived enjoyment, social needs, subjective norms, self-efficacy and personal attitude now a days and that intention to adopt apps will impact the consumer behavior
doi:10.9790/487x-1901044353 fatcat:ej5wyfr6kvcino4ybthgtbna2y