Towards closing the gender gap in Iraq: Understanding gender differences in smartphone adoption and use

Ameen, Nisreen and Willis, Robert (2018) Towards closing the gender gap in Iraq: Understanding gender differences in smartphone adoption and use. Information Technology for Development. ISSN 1554-0170

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Official URL: https://doi.org/10.1080/02681102.2018.1454877

Abstract

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.

Item Type: Journal Article
Keywords: Gender gap in Iraq, gender differences, digital inclusion, smartphone adoption, young Arab customers, UTAUT2
Faculty: Lord Ashcroft International Business School
Depositing User: Rob Willis
Date Deposited: 21 Mar 2018 13:27
Last Modified: 26 Mar 2019 02:02
URI: http://arro.anglia.ac.uk/id/eprint/702851

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