Factors influencing users' willingness for online messaging services: a developing country perspective

Abstract

This study aims to identify the factors that determine the willingness to use online messaging services (OMS) in the context of a collective societal country. The measurement model includes six latent variables related to the respondents' perceptions associated with perceived usefulness, perceived ease of use, perceived monetary value, perceived enjoyment, word of mouth (WOM) and intention to use. Primary survey was conducted with a structured questionnaire on a sample of 300 respondents. Partial least square technique was used to test the hypotheses. The results indicate that the aforementioned perceptual factors have significant relationship with WOM which also acts as mediator. Proposed model in this study is expected to overcome the limitations of existing technology adoption theories by adding an extension to technology acceptance model by including WOM. Findings of the study add nuance to the understanding of the policymakers and practitioners regarding motivation behind using internet-based online messaging services.