|Keywords:||perceived usefulness; perceived ease of use; behavioral intentions; actual purchase; technology acceptance model; Social Sciences; Economics and Business; Business Administration; Samhällsvetenskap; Ekonomi och näringsliv; Företagsekonomi; IHH, Företagsekonomi; IHH, Business Administration|
|Full text PDF:||http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26676|
In the past few years, rapid development of mobile technologies has been changing the way people approach purchasing. Using Technology Acceptance Model (Davis, 1986), the authors believe that IKEA’s furniture mobile application creates a certain value to its users. The study aims at examining the importance of perceived usefulness, perceived ease of use and compatibility dimensions of IKEA’s app and their impact on consumers’ behavioral intentions to see whether or not they lead to actual purchase. The thesis findings reveal that IKEA mobile application is not widely used. The results should have been applicable for similar companies as IKEA especially those which promote in-store app usage. However, it is not possible since the thesis contradicts the assumption of broad usage of such mobile application. The analysis of the surveys releaved gender having a role in IKEA mobile app perception as well as occupation. The analysis is also contributing by a realization that mobile technologies lead to faster decision-making, more information availability, and therefore, can create better marketing communication strategies.