The present study proposed a theoretical framework to examine consumers' decision-making processes for utilization of mobile applications in the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. This study combines empirical evidence with constructs that incorporated cognitive and attitudinal variables in the Technology Acceptance Model (TAM), and the habitual, motivational, and emotional variables in the Model of Goal-directed Behavior as related to mobile applications in the MICE industry.

To investigate the conceptual model, data were collected using a web-based survey through Amazon Mechanical Turk. A total of 504 questionnaires were utilized for data analysis. Confirmatory factor analysis was first employed to verify the underlying structure for a set of observed variables. Findings from the measurement model indicated this study's variables included a satisfactory level of reliability and validity. When measures were validated, structural equation modeling (SEM) was used to test the validity of the proposed model and the hypotheses.

Findings from the present study revealed the proposed theoretical framework had a strong ability to anticipate intentions. Complex domains, including cognitive, attitudinal, motivational, habitual, and emotional processes, affected customers' decision-making processes for utilization of mobile applications in the MICE industry. In particular, incorporated antecedent variables in the TAM (i.e., perceived usefulness and perceived ease of use) played a vital role in MICE participants' mobile applications adoption decision formation, and identified attitude and perceived behavioral controls that acted as mediators. Perceived behavioral control regarding MICE mobile application usage had positive effects on desire and intention; whereas, attitudes and positive anticipated emotion have positive effects only on desire. In addition, desire and habit had a positive relationship with consumers' intentions to utilize MICE mobile applications.

The findings of the current study provide significant insights for researchers and MICE organizations. From the theoretical perspective, this study contributes to the theoretical development of behavior formation regarding mobile technology acceptance in the MICE industry. In particular, this research represents an initial step in building a better understanding of consumer interactions and perceptions of mobile applications. From a practical point of view, outcomes from this study would be useful for decision-makers in preparation of strategic plans and implementation of effective tools to motivate consumers on system use and acceptance of mobile applications.