Explaining intention to use mobile chat services: moderating effects of gender

Purpose In this article the authors aim to investigate the moderating effects of gender in explaining intention to use mobile chat services. Design/methodology/approach An extended adoption model based on the technology acceptance model and theory of reasoned action is applied for pin‐pointing the antecedents of intention to use mobile chat services and for revealing cross‐gender differences. The hypotheses are tested on data from a survey of 684 users of mobile chat services. Findings The study results suggest that social norms and intrinsic motives such as enjoyment are important determinants of intention to use among female users, whereas extrinsic motives such as usefulness and – somewhat surprisingly –…