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Analysis of Behavioral Intention of Mobile Application Usage Using Partial Least Squares

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Mobile phone is considered as the most extensive technology created by human and can be seen as one with the highest adoption rates among technology in the modern history. This study focuses on identifying the influencing factors towards the intention to use mobile applications (m-application) to promote local handicraft in Sabah. A total of 200 questionnaires were distributed but only 123 were returned and used for this paper. Data was analysed using the SmartPLS 2.0 tool. Out of the eight independent variables (compatibility, cost, credibility, ease of use, financial, risk, self-efficacy and usefulness) tested in this research towards intention to use mobile marketing, only four indicated a significant relationship namely compatibility, credibility, ease of use and self-efficacy. The most important determinants for behavioral intention to use mobile application is self-efficacy and mobile service providers must take into consideration about handicraft operators’ self-efficacy if they want the handicraft industry to adopt mobile service as their main business platform.
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Keywords: Handicraft Industry; Intention to Use; Mobile Marketing

Document Type: Research Article

Affiliations: 1: Labuan Facutly of International Finance, UMS Labuan International Campus, Jalan Sungai Pagar, 87000, W.P. Labuan, Malaysia 2: Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Jalan UMS, 88400, Kota Kinabalu, Sabah, Malaysia 3: Faculty of Computing and Informatics, UMS Labuan International Campus, Jalan Sungai Pagar, 87000, W.P. Labuan, Malaysia

Publication date: November 1, 2017

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