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Why Are Filipino Consumers Strong Adopters of Mobile Applications?
Abstract
In this chapter, the authors study factors such as ease of use and personal innovativeness in order to understand the consumer adoption of mobile technologies in the Philippines in order to build on existing adoption theories for academics and make recommendations to practitioners. The research questions include: (1) What key factors drive adoption of mobile technologies by Filipino consumers? (2) How are Filipino mobile consumers personally innovative in their use of mobile technologies? The authors surveyed 725 mobile Filipino consumers. The resulting linear regression model shows a significant amount of variance explained for behavioral intention to use mobile applications. Personal innovation had a strong statistical impact on both attitude toward using and behavioral intention to use.
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