DETERMINANTS AND OUTCOMES OF MOBILE APP USAGE INTENTION OF GEN Z: A CROSS CATEGORY ASSESSMENT

Year 2019, , 239 - 265, 01.12.2019

Edin Güçlü Sözer

https://doi.org/10.14514/byk.m.26515393.2019.7/2.239-265

Abstract

The objective of this study is to identify the determinants such as usefulness and ease of use as well as the behavioral outcomes of mobile app usage intention among Generation Z consumers. Three mobile app categories, entertainment, communication and networking, are included in the study. The results of the study confirmed that perceived ease of use plays an important role in determining the intention to use the app while perceived privacy, perceived security, perceived design and perceived compatibility are the factors which shape both perceived ease of use and usefulness depending on the mobile app category. Higher usage intention is found to be effective in generating willingness to pay in all mobile app categories. In contrast to the entertainment category, increasing usage intention is also found to lead increasing intention to engage into the WoM activity in communication and networking categories. Based on these findings, some practical implications are provided.

Keywords

Mobile App, Usage Intention, Willingness to Pay, Word of Mouth, Generation Z.

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