Are there peas in a pod when considering mobile phone and mobile applications use: A quantitative study

Nisreen Ameen, Mahmood Shah, Julian Sims, Jyoti Choudrie, Robert Willis

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Despite the acknowledgement of the significance of income, affordability and cultural factors in using mobile phones research, there are few studies on how these factors affect females' use of mobile technology. Hence, this paper aims to expand knowledge on female consumers' use of mobile phones and mobile applications in developing countries. It develops a model based on combining the extended unified theory of acceptance and use of technology and the cultural influence model. Multi-stage cluster sampling was used to distribute hard copy questionnaires in Jordanian, Iraqi and UAE households led to 629 replies from female consumers. The results indicated that although income is an important factor, cost is not the highest barrier for females. Culture, society, national IT development and inclusive policies play a key role. This study contributes to existing literature by proposing a new integrated model acknowledging the role of income for females’ use of mobile phones.
Original languageEnglish
Article number102067
Pages (from-to)1-14
Number of pages14
JournalJournal of Retailing and Consumer Services
Early online date23 Feb 2020
Publication statusPublished - Jul 2020


  • gender
  • Female consumers
  • Mobile applications
  • Middle east
  • Mobile phone use
  • Culture

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