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Volume :26 Issue : 3 2019      Add To Cart                                                                    Download

Tablets Adoption in an Arab Culture: Minding Pleasure over Usefulness

Auther : Omar M. Khalil, Hasan A. Abbas and Hosny I. Hamdy

Aim of the Paper:  The purpose of this study was to assess the effect of a number of determinants on the behavioral intention to adopt the tablet computers in an Arab culture.
Study Design: This study adopted the survey method, and college students were the informants. It built and tested an extended technology acceptance model (TAM) to examine the influence of perceived enjoyment, attachment motivation, and personal innovativeness on the intention to adopt the tablets. 
Sample and Data: A data set was collected from a convenience sample consisting of 438 Kuwait University students. A structural equation modeling technique, LISREL, was applied to test the research hypotheses. 
Results: Perceived enjoyment emerges as the strongest determinant of intentions, followed by perceived ease of use, perceived usefulness, attachment motivation, attitude, and personal innovativeness. However, the intervention of attitude amid the investigated beliefs and intentions is below TAM postulations.
Conclusion: The fitted model has a strong explanatory power as it explains 72% of the intentions to adopt the tablets, and young Kuwaitis mind enjoyment over usefulness in forming these intentions. These results should guide the tablets design, production, and marketing efforts targeting Arab users. 
 

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Nov 19, 2019

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