Factors Influencing Smartphone Adoption: A Study in the Indian Bottom of the Pyramid Context
Kuldeep Baishya and
Harsh Vardhan Samalia
Global Business Review, 2020, vol. 21, issue 6, 1387-1405
The usage of smartphones is increasing with each passing day. The growth of wireless subscription in India in the last 5 years is very high. However, the penetration rate of smartphones among low-income people is significantly low. Looking at the near saturation and high competition of markets at the higher side of the economic pyramid, companies are trying to explore the segment of low-income people termed â€˜Bottom of the Pyramidâ€™ (BOP). In order to explore the BOP market for smartphones, one needs to realize the factors influencing the adoption of smartphones at the BOP. Our study explores these factors with reference to the existing literature of technology adoption. A theoretical framework is proposed and tested with 266 valid data points. Structural equation modelling (SEM) is used to test the proposed framework. The empirical analysis revealed that â€˜performance expectancyâ€™, â€˜effort expectancyâ€™ and â€˜perceived monetary valueâ€™ have a positive impact on the â€˜behavioural intentionâ€™ of using smartphones at BOP. â€˜Smartphone anxietyâ€™ and â€˜smartphone self-efficacyâ€™ are found to have an impact on â€˜effort expectancyâ€™.
Keywords: Smartphone adoption at BOP; performance expectancy; effort expectancy; anxiety; self-efficacy; perceived monetary value (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:21:y:2020:i:6:p:1387-1405
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