Behavioural Intention to Use Mobile Apps by Gen Y in Malaysia

Krishna Moorthy, Sonia Johanthan, Carmem Tham, Khoo Xiao Xuan, Lee Lit Yan, Tan Xunda, Tee Cheng Sim
2019 Journal of Information  
Mobile apps is becoming more popular than desktop application usage nowadays. The designs of mobile apps needs to produce the most desired amount of downloads. This paper explore the attractiveness of mobile apps on Gen Z's intention to download the apps. Lack of study in literature review on mobile apps' download, therefore the findings provide an exploration on effective marketing mix to increase mobile apps downloads. Theory of Reason Action (TRA) will be able to analyze the attractiveness
more » ... he attractiveness of mobile apps designs on the Gen Z's intention to download the mobile apps. Simple random sampling techniques was used and self-administered questionnaire was distributed by mail to students. The research findings provide the information academically and practically for industry regarding the designs of mobile apps and the intention to download by Gen Z.
doi:10.18488/journal.104.2019.51.1.15 fatcat:br6acgwtlfa3thaoxn6gbceknm