This paper examines gender differences in Iraq in terms of smartphone adoption and use, with a specific focus on the factors that can affect women’s adoption and use of smartphones. The research used the mobile phone acceptance and use model proposed by Ameen et al. (2015). In total, 533 questionnaires were distributed to consumers aged 18–29 and the data were analysed using partial least squares structural equation modelling. The findings revealed that three factors in the model had significantly different effects on the behavioural intention of groups of men and women. These factors were culture-specific beliefs and values, habit, and perceived relative advantage. The model fitted well with both groups, but the order of significance of the factors differed between them. The findings indicate that when targeting Iraqi women, other factors in addition to price must be considered.
Ameen, Nisreen and Willis, Rob, "TOWARDS CLOSING GENDER GAPS IN ARAB COUNTRIES: UNDERSTANDING GENDER DIFFERENCES IN SMARTPHONE ADOPTION AND USE IN IRAQ (5)" (2017). UK Academy for Information Systems Conference Proceedings 2017. 69.