UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY: THE ADOPTION OF MOBILE MESSAGING APPLICATION

While mobile penetration was 1% in 1995, this penetration reached 73% in 2014. According to Turkish Statistical Institute, 96.8% of households have mobile phones and smart phones. Opening account of social media, messaging and chatting is the first activity in mobile phone users in Turkey. Consequently, understanding the main determinants of technology acceptance behavior is an important issue for both academicians and practitioners. Therefore, the aim of this study is to test of the model on the adoption of mobile messaging applications, especially fast messaging. We used the framework of Unified Theory of Acceptance and Use of Technology (UTAUT). For testing our hypotheses, questionnaires were given to people having mobile devices and mobile internet users. Our data was collected by convenience sampling method. The research hypotheses were tested by structural equation modeling (SEM). The results indicated that there were strong relationships among the research variables. Finally, theoretical and managerial implications of the study findings are discussed.