Exploring Female Hispanic Consumers' Adoption of Mobile Social Media in the U.S.

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Author(s): Kenneth C. C. Yang (The University of Texas at El Paso, USA)and Yowei Kang (Kainan University, Taiwan)
Copyright: 2018
Pages: 22
Source title: Technology Adoption and Social Issues: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-5201-7.ch058

Keywords: Human Aspects of Technology / Human-Computer Interaction / Information Science Reference / Social Sciences & Humanities

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Abstract

U.S. Hispanic purchasing power is estimated to reach $1.5 trillion by 2015. Because of this growing importance, there has been a surge of Hispanic consumer behavior research in recent years. Latinas account for 49.5 percent of the U.S. Hispanic population and increasingly become tech-savvy to adopt new mobile social networking technologies. In spite of their growing importance, there still lacks a thorough examination on factors affecting female Hispanic consumers' decision-making process related to mobile social media applications. This book chapter collected qualitative in-depth interview data that were interpreted from Technology Acceptance Model (TAM) and TAM2 as theoretical lenses. Four major themes were identified: 1) family and peer influence; 2) perceived functional benefits of mobile social media; 3) Latinas as a primary decision-maker to adopt; 4) cultural and sub-cultural influence.

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Exploring Female Hispanic Consumers' Adoption of Mobile Social Media in the U.S.

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