User Acceptance of the Libyan Mobile Shopping App Baahy: A UTAUT Study
DOI:
https://doi.org/10.37375/susj.v16i1.4136Keywords:
behavioural intention, Libya, mobile commerce, technology acceptance, UTAUTAbstract
Libya's m-commerce is advancing rapidly; yet, there is limited knowledge regarding the public's perception of purchasing applications such as Baahy. This research employs the Unified Theory of Acceptance and Use of Technology (UTAUT) to evaluate user acceptance of Baahy, a mobile shopping application in Libya. Instead of random selection, researchers chose 67 active users who filled out a reliable survey translated into Arabic. The questionnaire assessed performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), behavioural intention (BI), and usage behaviour (UB). Cronbach's α values varied from 0.737 to 0.827, and the average variance extracted (AVE) surpassed 0.50, thereby affirming reliability and construct validity. The Pearson correlations analysis showed that PE was the strongest predictor of BI (r = 0.71, p < .001) and also had a direct effect on UB (r = 0.65, p < .001). BI completely mediated the effects of all other UTAUT constructs on UB (r = 0.79, p < .001). To deal with problems with local infrastructure and security, practical suggestions include using AI-powered customer support (which targets SI) and trust-mark certifications (which target FC). In general, the study shows that UTAUT can be used in developing economies and gives useful information to people who work in mobile commerce.References
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