Design a mobile e-commerce application and investigating users’ behavioral intention to use it in Iraq

Abstract

Technological utilization and applications have become inevitable, particularly with the worldwide movement restrictions (following the COVID-19 pandemic) that compelled digitized platform usage compared to physical settings for minimal health risks. This study intends to recommend the newly-designed Best Deal application (mobile shopping application) that enabled easy consumer access to information on discounted items and a complete shopping process. The aforementioned application would prove advantageous to many consumers, specifically with the COVID-19 restrictions that compelled most users to utilize technology for making purchases. In this vein, this study highlighted the necessity to develop the Best Deal mobile shopping application and investigate behavioral intention indicators among Iraqi consumers backed by the Unified Theory of Acceptance and Use of Technology (UTAUT 2). With 194 respondents data assessed with partial least squares structural equation modelling (PLS-SEM), results of the study are presented. The study makes contributions to both theory and practice.