Factors Influencing Adoption Of Consumers Towards Mobile Apps

Abstract

Mobile Apps (MA) technologies has the ability to improve the consumer experience through increased organization knowledge about the preference of those customers and shopping patterns (Evans, 2019). Marketers are increasingly adopting the mobile service delivery channel to suit the expectations of such customers as a result of the rise in smartphone users and their readiness to adopt mobile commerce . Survey responses received online from the consumers of Mobile Apps (MA) has been analyzed using Partial Least squares-structural equation modelling.