Measuring Usage of Haraj Using the Technology Acceptance Model: Evidence from Saudi Arabia

With billions of users worldwide, mobile apps have become indispensable in the twenty-first century. The shifting dynamics of these apps' usage need research on how customers accept and utilize them. The Technological Acceptance Model (TAM) is a common paradigm for investigating customer acceptance of new technologies like mobile apps. In this study, TAM was employed to evaluate the success of the Haraj mobile app in Saudi Arabia, a popular marketplace for buying and selling things. The study examined users' assessments of the application's value and usability, as well as their attitude and desire to adopt it. Conducted in Saudi Arabia, the study targeted users of the Haraj application, offering everyone using it the opportunity to participate. Following the selection criteria and agreement to participate, 103 individuals completed a survey. Data analysis was performed using statistical software SPSS and Smart-PLS. The study findings revealed that attitudes toward the adoption of the Haraj application, perceived simplicity of use, and perceived usability are major factors influencing individuals' intentions to adopt the mobile application. The findings also emphasize the importance of making mobile apps easy to use and usable to enhance adoption rates. According to the results, Attitude toward Adoption had a strong positive association with both reported ease of use and perceived usability. Furthermore, perceived ease of use and perceived usability both had a substantial positive link with the intention to adopt the application, indicating that when mobile users regard applications as simple to use, they are more inclined to adopt them.