Self-Image Congruence, Functional Congruence, and Mobile App Intention to Use

Although the research on the technology acceptance model (TAM) has received much attention, limited research has been done on the role of self-image congruence on the mobile application (app) intention to use. Therefore, leveraging the lens of the self-congruence theory, the primary objective of the present research is to examine the impact of self-image and functional congruence on the mobile app intention to use. We conduct a survey and collect 349 responses from Chinese smartphone users. The results of the current research reveal that self-image congruence is positively significantly related to mobile app intention to use. Also, our findings show that symbolic congruence is a vital determinant of the mobile app intention to use among Chinese smartphone users. Overall, the present study extends the understanding of TAM and concludes that symbolic congruence, such as functional attributes, is equally essential for technology intention to use. Moreover, this study extends the TAM and self-congruence theory literature by empirically investigating and validating the conceptual framework. The present study highlights the significance of self-image congruence to understand the user mobile app adoption behavior better. It provides important knowledge for the app developers, researchers, policymakers, and marketing managers of the famous social commerce and popular brand apps.