Measuring the Role of Customers’ Involvement on the Relationship between the Unified Theory of Acceptance and Use Technology (UTAUT) and Intention to Use Mobile Applications

Abstract

Mobile applications cover multiple business areas such as shopping, banking, health and sports. New applications can even provide babysitters or help the user to get red of the trash or the unwanted items in his home. Some of the different types of mobile applications are: Communication such as e-mails,; Games such as puzzles, sports, simulation and adventures; Multimedia such as graphics, video, and audio players; Activities such as calendar, calculators, notes, and diaries; Travel resources such as city guides, GPS/maps, weather, and translators; and Utilities. Mobile applications provides both marketers and customers variety of benefits, compared to traditional media, mobile applications makes the interaction between customers, marketers, or advertising agencies more creative and modern as the properties of smart phones such as large screens, scanning, and location integrating offer advertisers opportunities to send their multimedia