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Exploring UTAUT Model in Mobile 4.5G Service: Moderating Social–Economic Effects of Gender and Awareness

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  • Sara Mehrab Daniali

    (Graduate School of Service and Trade, Peter the Great St. Petersburg Polytechnic University, 195251 Saint Petersburg, Russia)

  • Sergey Evgenievich Barykin

    (Graduate School of Service and Trade, Peter the Great St. Petersburg Polytechnic University, 195251 Saint Petersburg, Russia)

  • Marzieh Zendehdel

    (Department of Business Management, Bandar Anzali International Branch, Islamic Azad University, Bandar E Anzali 4313111111, Iran)

  • Olga Vladimirovna Kalinina

    (Graduate School of Industrial Management, Peter the Great St. Petersburg Polytechnic University, 195251 Saint Petersburg, Russia)

  • Valeriia Vadimovna Kulibanova

    (Laboratory of Integrated Research on Regions’ Spatial Development, Institute for Regional Economic Studies Russian Academy of Science, 191103 Saint Petersburg, Russia)

  • Tatiana Robertovna Teor

    (Department of Public Relations, Saint Petersburg Electrotechnical University “LETI”, 197376 Saint Petersburg, Russia)

  • Irina Anatolyevna Ilyina

    (Department of Public Relations, Saint Petersburg Electrotechnical University “LETI”, 197376 Saint Petersburg, Russia)

  • Natalia Sergeevna Alekseeva

    (Graduate School of Industrial Management, Peter the Great St. Petersburg Polytechnic University, 195251 Saint Petersburg, Russia)

  • Anton Lisin

    (Financial Faculty, Financial University under the Government of the Russian Federation, 124167 Moscow, Russia)

  • Nikita Moiseev

    (Department of Mathematical Methods in Economics, Plekhanov Russian University of Economics, 117997 Moscow, Russia)

  • Tomonobu Senjyu

    (Department of Electrical and Electronics Engineering, University of the Ryukyus, Nishihara 903-0213, Japan)

Abstract

The current study aims to examine how students’ intentions to use 4.5G mobile phones are affected by the social-economic factors of performance expectancy, cost, effort expectancy, and social influence. This study is based on the perspectives of the unified theory of acceptance and use of technology (UTAUT). The central assumption of this study is that when students use 4.5G mobile services to source information at university, their academic performance is likely to improve. From eight private and public universities in Malaysia, 2117 students were enrolled in this study. We investigated the effects of gender and awareness as moderators on the relationships among the variables of interest. The findings showed that social influence and performance expectancy positively affected university students’ intentions to use 4.5G mobile phones. The researchers conducted a multigroup analysis to confirm the moderating effect of gender among the underlying relationships in the model. Structural equation modeling analysis indicated that, unlike awareness, gender did not moderate social influence, effort expectancy, performance expectancy, or the cost of students’ intentions to use 4.5G mobile phones. The implications of the proposed approach, considering the digital transformation concept, could be a topic for future research.

Suggested Citation

  • Sara Mehrab Daniali & Sergey Evgenievich Barykin & Marzieh Zendehdel & Olga Vladimirovna Kalinina & Valeriia Vadimovna Kulibanova & Tatiana Robertovna Teor & Irina Anatolyevna Ilyina & Natalia Sergeev, 2022. "Exploring UTAUT Model in Mobile 4.5G Service: Moderating Social–Economic Effects of Gender and Awareness," Social Sciences, MDPI, vol. 11(5), pages 1-13, April.
    • Handle: RePEc:gam:jscscx:v:11:y:2022:i:5:p:187-:d:800893
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    References listed on IDEAS

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    3. Faqih, Khaled M.S. & Jaradat, Mohammed-Issa Riad Mousa, 2015. "Assessing the moderating effect of gender differences and individualism-collectivism at individual-level on the adoption of mobile commerce technology: TAM3 perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 37-52.
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    1. Kübra İpek Özek & Süleyman Ersöz & Adnan Aktepe & Sıla Teslim, 2022. "Examining the Effect of Revenue Management on Customer Perceptions and Calculating the Service Performance Index: Food Order Application Example," Sustainability, MDPI, vol. 14(21), pages 1-22, October.
    2. Nikola Milicevic & Branimir Kalas & Nenad Djokic & Borka Malcic & Ines Djokic, 2024. "Students’ Intention toward Artificial Intelligence in the Context of Digital Transformation," Sustainability, MDPI, vol. 16(9), pages 1-15, April.

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