University of Hertfordshire

From the same journal

By the same authors


  • Nisreen Ameen
  • Mahmood Hussain Shah
  • Julian Sims
  • Jyoti Choudrie
  • Robert Willis
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Original languageEnglish
Article number102067
Number of pages14
JournalJournal of Retailing and Consumer Services
Early online date23 Feb 2020
Publication statusPublished - Jul 2020


Despite the acknowledgement of the significance of income, affordability and cultural factors in using mobilephones research, there are few studies on how these factors affect females’ use of mobile technology. Hence, thispaper aims to expand knowledge on female consumers’ use of mobile phones and mobile applications indeveloping countries. It develops a model based on combining the extended unified theory of acceptance and useof technology and the cultural influence model. Multi-stage cluster sampling was used to distribute hard copyquestionnaires in Jordanian, Iraqi and UAE households led to 629 replies from female consumers. The resultsindicated that although income is an important factor, cost is not the highest barrier for females. Culture, society,national IT development and inclusive policies play a key role. This study contributes to existing literature byproposing a new integrated model acknowledging the role of income for females’ use of mobile phones.

ID: 20150594