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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 Willis
This 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

25

Issue number

4

Page range

660-685

Publication title

Information Technology for Development

ISSN

1554-0170

Publisher

Taylor & Francis

File version

  • Accepted version

Language

  • eng

Legacy posted date

2018-03-21

Legacy creation date

2018-03-22

Legacy Faculty/School/Department

ARCHIVED Lord Ashcroft International Business School (until September 2018)

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