Department of Marketing and International Business

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Browsing Department of Marketing and International Business by Author "Guwatudde, Caroline"

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    Perceived Ease of Use, Perceived Usefulness and Consumer Adoption of Branded Mobile Applications.
    (2023) Guwatudde, Caroline
    The study sought to examine the relationship between perceived ease of use, perceived usefulness and consumer adoption of branded mobile applications in the Telecommunications industry in Uganda. This study was motivated by the fact that while both Airtel Uganda and MTN Uganda which are amongst the three national telecommunications operators and are also the largest players in the industry, have invested a lot in developing and creating awareness of the existence of the branded mobile applications, aimed at building relationships with their customers and bringing services closer to them, adoption levels have consistently been low. It is therefore important to establish if there is a relationship between perceived ease of use, perceived usefulness and consumer adoption of branded mobile applications. This information is useful for Telecommunications service providers in developing mobile applications that will specifically benefit both the service providers and customers through a growth in the adoption rate. The research examined the extent to which perceived ease of use and perceived usefulness individually affected consumer adoption of branded mobile applications in the Telecommunications industry. It also examined the joint effect of both perceived ease of use and perceived usefulness on consumer adoption of branded mobile applications in the Telecommunications industry. The study adopted a cross sectional survey design using quantitative approaches by interviewing identified respondents from Airtel Uganda and MTN Uganda. The key findings of the study revealed a significant positive relationship between perceived ease of use and consumer adoption of branded mobile applications in Uganda’s Telecommunications industry (r = .667, P≤.01). Furthermore, it was revealed that there was a significant positive relationship between perceived usefulness and consumer adoption of branded mobile applications in Uganda’s Telecommunications industry (r = .650, P≤.01). Regression analysis was done to examine the joint effect of perceived ease of use and perceived usefulness on consumer adoption of branded mobile applications and it was revealed that together, both variables explain up to .485 of the variance in the consumer adoption of branded mobile applications in the Telecommunications industry. Companies that hope to provided branded mobile applications to their consumers should consider making them user friendly, requiring minimal effort to use, as well as being customizable to meet individual user needs.