Towards closing the gender gap in Iraq: understanding gender differences in smartphone adoption and use

Nisreen Ameen · Robert Willis

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Technology Adoption and User Behaviour ICT Impact and Policies Gender and Technology in Education

Abstract

This paper examines gender differences in Iraq in terms of smartphone adoption and use, with a specific focus on the factors that can affect women’s adoption and use of smartphones. The research used the mobile phone acceptance and use model. In total, 533 questionnaires were distributed to consumers aged 18-29 and the data were analyzed using partial least squares structural equation modelling. The findings revealed that the model fitted well with men and women, but the order of significance of the factors differed between the two genders. Three factors in the model had significantly different effects on behavioral intention when compared by gender. These three factors are culture-specific beliefs and values, habit and perceived relative advantage. The findings indicate that when targeting Iraqi women, other factors in addition to price must be considered.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2015A primer on partial least squares structural equation modeling (PLS-SEM)1993Research methods for business: A skill building approach 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2014A primer on partial least squares structural equation modeling (PLS-SEM)2009\nThe use of partial least squares path modeling in international marketing 2022Business Research Methods

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