Author(s): Rania S. Hussein and Mahmoud Attia
The objective of this paper is to develop and test a theoretical model on the key determinants of generation Z consumers’ intention to use mobile internet in an emerging market context. Distinctive B2C model is developed based on Venkatesh el al unified theory of acceptance and use of technology model (UTAUT), Roger’s diffusion of innovation model, semi-structured interviews with both telecom experts and mobile internet users, as well as theoretical and empirical foundations in previous literature. The model is testified based on a large-scale survey conducted on 413 mobile users in the Algerian market, 80% of which are from generation Z. Innovation attributes except for observability were found to have a significant influence on mobile internet use. In addition, social factors namely; social influence, image and opinion leadership were all found to be significant factors. Moreover, perceived price level, a marketing mix factor, was found to have a significant effect on mobile internet use. Of all nine proposed relationships, only observability and marketing communication were not found to be significant. The contribution of this paper is twofold. At the theoretical level, this paper develops and tests a theoretical model to study determinants of mobile internet usage by consumers in an emerging market context. Based on previous theories/literature as well as induction through in-depth interviews, it aims at identifying the social factors, innovation factors as well as marketing mix factors that affect generation Z customers’ decision to use mobile internet. The interviews helped in developing the model by identifying factors pertinent to the Algerian market, being a late adopter of mobile internet. At the empirical level, this paper extends the fast growing research stream on mobile internet into the context of an emerging market. This study contributes to managerial practice through informing telecommunication companies about the key factors affecting consumers’ behavioral intention to use mobile internet. This information is likely to help companies increase youth’s usage of mobile internet services. They can also incorporate these factors into their marketing strategies.