ARAB USERS’ ACCEPTANCE AND USE OF MOBILE PHONES: A CASE OF YOUNG USERS IN IRAQ, JORDAN AND UAE

The use of mobile phones has great potential in the Arab region. Nevertheless, recent reports on the performance of mobile companies in this region revealed a decrease in revenues since 2013. The main aim of this research was to propose a conceptual model explaining the factors that can predict Behavioural Intention and Actual Use of mobile phones (smartphones) by young Arab customers in Arab countries, namely Iraq, Jordan and the United Arab Emirates (UAE). In addition, an analysis of the issues surrounding mobile phone adoption and use in these countries is provided.The analysis of the literature showed that the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) can provide a good overview of the factors that can affect mobile phone adoption and use. The analysis showed that there is a gap in the literature in terms of testing this theory in cross-national research in an Arabian context. Accordingly, the research proposed a new conceptual model based on an extension of this theory. The methodology was based on positivism and the ontological stance was objectivism based on the deductive approach to test the conceptual framework. A total of 1599 questionnaires were distributed in the three countries to users aged 18-29 years old using multistage cluster sampling. Data were analysed using Partial Least Squares. The findings indicated that the proposed extended model fits well in the three countries. The factors Perceived Relative Advantage, Effort Expectancy, National IT Development, Habit, Price Value, Culture-Specific Beliefs and Values and Behavioural Intention were significant in all three countries. Technological Culturation was significant in Iraq only. Enjoyment was significant in Jordan and UAE only. Several challenges facing the efficient use of mobile phones were also identified. This research contributes to the existing literature by proposing a conceptual model for mobile phone adoption and use by extending the UTAUT2 in an Arabian context. It also provides information to policymakers and mobile companies in Iraq, Jordan
and UAE to help them understand the needs of their customers.
Keywords: Mobile phone adoption, young Arab customers, Arab culture, technological infrastructure, UTAUT2