Use of Smartphone-Based Messaging Applications:An Extended Theory of Planned Behaviour Approach

With the increasing penetration of internet into masses and high sales of smartphones, smartphone-based messaging applications such as Whatsapp, Viber are gaining popularity among the netizens in India. This study is an endeavour to understand the critical factors that influence the use of Whatsapp. For this purpose, an extended version of theory of planned behaviour was used. Two additional factors, viz., flow and network externalities were added to the standard TPB. A survey of students enrolled in an Indian University was conducted. PLS-SEM was used to test the proposed model. The model was found effective in explaining the intention to use Whatsapp. Findings of the study along with implications and future avenues of research are discussed.