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Factors Influencing Behavior of Selecting Touch Screen Mobile Phones

Factors Influencing Behavior of Selecting Touch Screen Mobile Phones
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Author(s): Muhammad Khalique (Universiti Malaysia Sarawak, Malaysia) and Senorita Lokie Tunggau (Universiti Malaysia Sarawak, Malaysia)
Copyright: 2015
Pages: 14
Source title: Assessing the Role of Mobile Technologies and Distance Learning in Higher Education
Source Author(s)/Editor(s): Patricia Ordóñez de Pablos (University of Oviedo, Spain), Robert D. Tennyson (University of Minnesota, USA) and Miltiadis D. Lytras (American College of Greece, Greece)
DOI: 10.4018/978-1-4666-7316-8.ch013


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The main aim of this chapter is to examine the influence of factors affecting the behavioural intention of customers. In this chapter, perceived ease of use, perceived usefulness, and social influence are considered as predictors while behavioral intention is employed as dependent variable. A total of 260 participants were involved in this study. The participants were selected through non-probability sampling technique, namely Snow Ball. In order to achieve the objective of this study, three research hypotheses were constructed. The proposed hypotheses were tested by using multiple regression analysis. The findings demonstrate that three hypotheses are supported. The findings show that three factors are playing a significant role in developing the behavioral intention. This study will be a millstone for the potential researchers.

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