{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,2]],"date-time":"2026-05-02T08:07:11Z","timestamp":1777709231956,"version":"3.51.4"},"reference-count":59,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2016,6,6]],"date-time":"2016-06-06T00:00:00Z","timestamp":1465171200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2016,6,6]]},"abstract":"<jats:sec>\n               <jats:title content-type=\"abstract-heading\">Purpose<\/jats:title>\n               <jats:p> \u2013 This qualitative, exploratory study uses constructs from the theory of planned behaviour (TPB) and construct variables from literature, as a basis to ascertain similarities and differences in the behaviour by business undergraduates (UGs) and postgraduates (PGs) of mobile apps and the purpose of this paper is to suggest implications for consumer behaviour theory and marketing practice for the two groups of students. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title>\n               <jats:p> \u2013 Literature informed us of the paucity of research on the relationship between behavioural theory and mobile apps usage in the Asia region. An exploratory and interpretivist approach, with thematic analysis, was employed to aid in data processing. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Findings<\/jats:title>\n               <jats:p> \u2013 The investigative outcomes highlighted more similarities than dissimilarities in terms of perceived attitude (e.g. mood, ethical guilt, familiarity, addiction) and more differences in perceived subjective norms (e.g. family, friends, classmates and teammates) and perceived users\u2019 behavioural control (e.g. promotional inducements, self-confidence) towards the usage of mobile apps exhibited by two different sets of data. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title>\n               <jats:p> \u2013 Homogeneity of participants, small sample size and generalisability of results were the main concern, hence, it warrants further research. In addition a cross-cultural comparison would be beneficial which might generate more meaningful results. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title>\n               <jats:p> \u2013 The research, albeit exploratory, serves as a guide for marketers and apps content providers to focus on usability of features and functions of apps as well as credibility, social context, timing, location, excitement of advertisements and promotional messages especially when marketing to the 18-30-age group. The research also shows that practitioners should be nuanced in their appeals to UGs and PGs. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title>\n               <jats:p> \u2013 Despite the provision of numerous mobile apps, this study, using the constructs of the TPB as a basis, offers a new insight into the reasons for, and usage of, specific and top popular apps (e.g. FB, Whatsapps and WeChat) Malaysian students used which reflects a varied behavioural dimension as opposed to planned behaviour.<\/jats:p>\n            <\/jats:sec>","DOI":"10.1108\/intr-10-2014-0273","type":"journal-article","created":{"date-parts":[[2016,5,17]],"date-time":"2016-05-17T03:24:18Z","timestamp":1463455458000},"page":"733-757","source":"Crossref","is-referenced-by-count":55,"title":["Mobile apps usage by Malaysian business undergraduates and postgraduates"],"prefix":"10.1108","volume":"26","author":[{"given":"Stephen","family":"Carter","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Amy Chu-May","family":"Yeo","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2020121520063623400_b1","doi-asserted-by":"crossref","unstructured":"Ajzen, I.\n                (1991), \u201cThe theory of planned behavior\u201d, \n                  Organizational Behavior and Human Decision Process\n               , Vol. 50 No. 2, pp. 179-211.","DOI":"10.1016\/0749-5978(91)90020-T"},{"key":"key2020121520063623400_b2","doi-asserted-by":"crossref","unstructured":"Andrews, L.\n               , \n                  Drennan, J.\n                and \n                  Russell-Bennett, R.\n                (2012), \u201cLinking perceived value of mobile marketing with the experiential consumption of mobile phones\u201d, \n   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