CRACKING THE CODE: WHAT MAKES MALAYSIAN MILLENNIALS EMBRACE MOBILE TECHNOLOGY?

Abstract

The rapid growth of mobile shopping and the increasing use of smartphones and tablets for e-commerce transactions make understanding consumer acceptance crucial for businesses and app developers. This study investigates the factors influencing mobile technology acceptance among millennials in Malaysia, focusing on security, perceived ease of use, perceived usefulness, and the cost of operations. This research highlights the importance of addressing these dimensions for businesses and application developers to maintain millennials' interest in mobile technologies and remain competitive. A sample size of 384 millennial participants, selected using purposive sampling, contributed to the analysis of this study, which was collected using self-administered questionnaires. The data were analysed using SPSS version 28. The findings reveal that security and perceived usefulness significantly influence millennials' engagement with mobile technology. However, two dimensions, the perceived ease of use and the perceived cost of operations do not significantly impact mobile technology adoption. Therefore, this study offers valuable insights for organisations to develop effective mobile technology strategies and enhance millennial consumers' engagement with mobile technologies. Article visualizations: