Extending unified theory of acceptance and use of technology with perceived monetary value for smartphone adoption at the bottom of the pyramid

Kuldeep Baishya and Harsh Vardhan Samalia

International Journal of Information Management, 2020, vol. 51, issue C

Abstract: The affluent markets of developed countries have become very competitive. Therefore, companies are trying to explore market opportunities at the segment of low-income people termed as “Bottom of the Pyramid” (BOP). With the proliferation in popularity and reduction in the price of smartphones, there is a potential market opportunity for smartphone producing companies at the BOP segment. The companies need to identify the factors influencing smartphone adoption at the BOP in order to explore this market opportunity. The current study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) with “Perceived Monetary Value” to investigate the antecedents of smartphone adoption at the BOP. Empirical analysis has shown that “Performance Expectancy” (PE), “Effort Expectancy” (EE), “Social Influence” (SI), and “Perceived Monetary Value” (PMV) predict the “Behavioral Intention” (BI), and BI and “Facilitating Conditions” (FC) predict the “Use Behavior” (UB). Findings from this study can be used by the managers of the companies targeting the BOP segment in pricing, marketing, and product-specific decision-making process. The policymakers can also analyze the results of this study for successful implementation and delivery of Information and Communication Technology (ICT) based services for the BOP segment.

Keywords: Technology adoption; Smartphone; BOP; UTAUT; Perceived monetary value (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ininma:v:51:y:2020:i:c:s0268401218309563

DOI: 10.1016/j.ijinfomgt.2019.11.004

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