DOI 10.14707/ajbr.190069

Mobile Internet Adoption in Malaysian Suburbs:
The Moderating Effect of Gender

DOI 10.14707/ajbr.190069

Soon-Ming Wong
Faculty of Economics and Business, Universiti Malaysia Sarawak, Sarawak, Malaysia

Choi-Meng Leong
Faculty of Business and Information Science, UCSI University, Sarawak, Malaysia

Chin-Hong Puah
UNIMAS Business School, Universiti Malaysia Sarawak, Sarawak, Malaysia
Faculty of Economics and Business, Universiti Malaysia Sarawak, Sarawak, Malaysia

Abstract

This study utilizes the Unified Theory of Acceptance and Use of Technology (UTAUT2) to identify the factors affecting the adoption and use of mobile Internet in the Malaysian suburban context. Seven key constructs comprise performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value and habit are used for the investigation. Gender is hypothesized to moderate the effects of the factors on behavioural intention and use behaviour. A self-administered questionnaire was adopted and a total of 403 usable responses were employed for the analysis, using partial least squares structural equation modelling. The findings of the analysis revealed that all key constructs (except social influence) affect mobile Internet adoption among suburban users. Gender was found to moderate the relationships among effort expectancy, social influence, hedonic motivation, price value, habit, and behavioural intention. Importance-performance map analysis for gender also demonstrated that awareness needs to be created for all factors (except price value) with slightly different weights for all factors. These findings provide crucial implications for mobile Internet service providers to formulate their strategies for suburban users. This study represents one of the few attempts to reveal the behavioural intention and use behaviour for mobile Internet among Malaysian suburban users by taking gender into consideration.

Keywords: UTAUT2; Mobile Internet Adoption; Mobile Internet Use Behaviour; Gender

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