Deconstructing Mobile Shopping Behavioral Dynamics in the UAE Through the UTAUT 2 Framework
Abstract
This research explores variables impacting mobile shopping app adoption in the UAE using the UTAUT2 framework, with trust as a mediating variable. Despite increasing internet penetration, app usage remains modest in the UAE. Data from 300 respondents were evaluated by structural equation modeling (SEM). Results demonstrate intrinsic variables (social influence, hedonic motivation, habit) and extrinsic variables (performance expectancy, effort expectancy, facilitating conditions, price value, trust) significantly affect behavioral intention and usage behavior.
Fields of Study & Subjects
Technology Adoption and User Behaviour
Organizational and Employee Performance
Organizational Leadership and Management Strategies
Publication details
- Journal / source
- IGI Global eBooks
- Pages
- 361–372
- Publication date
- 9 January 2026
- Language
- NG
- Document type
- Book chapter