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Copyright Tahir A. Wani 2014
Technology Acceptance Model:Developments & scope in the study of consumer behavior towards Smartphones in Indian Markets
Dr Syed Wajid AliAssistant Professor, CMS, Jamia Millia Islamia Tahir Ahmad WaniResearch Scholar (PhD), Jamia Millia Islamia
International Conference on: “Emerging Trends in Global Management Practices – An Interdisciplinary Approach”Symbiosis Centre for Management Studies NOIDA
Copyright Tahir A. Wani 2014
Introduction India is the third biggest market for smartphones Smartphone market 229% YOY in 2013 growth over its
previous year. Millions of smartphones are shipped into Indian
market each month. Many models have been proposed to study adoption
of technology by users.
Aim To study Technology Acceptance Model (TAM): its
developments & scope in the study of consumer behavior towards Smartphones in Indian Markets.
Copyright Tahir A. Wani 2014
Problem statement Contrary to the size of Smartphone
market in India, the existing body of knowledge is still far less adequate in understanding the consumers’ attitude and behavior towards the purchase and use of various smartphones available.
Hence, the purpose of this paper is to examine the behavior of consumers toward different kinds of Smart pones with application of Technology Acceptance Models.
Copyright Tahir A. Wani 2014
Objectives To understand the origin of the Technology Acceptance
Models To explore the developments in TAMs over the period of time. To explore the attributes taken into consideration by Indian
consumers before purchase of smartphones. To suggest a model using TAM to study consumer behavior
towards smartphones in India.
Copyright Tahir A. Wani 2014
TAM & its origin
X3
X2
X1 Perceived Usefulness
Perceived Ease of Use
Attitude towards Using
Actual System Use
Original TAM developed by Davis (1985)
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External Variables
Perceived Usefulness
Perceived Ease of Use
Attitude towards Using
Behavioural Intention to
Use
Actual System
Use
System
Improved TAM (1993)
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TAM Final Version (Venkatesh & Davis, 1996)
External Variables
Perceived Usefulness
Perceived Ease of Use
Behavioural Intention to
Use
Actual System
Use
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TAM2 (Venkatesh & Davis, 2000)
Subjective Norm
Image
Job Relevance
Output Quality
Result Demonstrability
Experience Voluntariness
Perceived Usefulness
Perceived Ease of Use
Intention to Use
Usage Behaviour
Copyright Tahir A. Wani 2014
Research Methodology Sample Design
Table-1: Total Distribution Statistics
Gender of Respondents
Age of Respondents
Number 150 150
Sampling Technique: Non-Probability Purposive sampling technique was used.
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Data CollectionPrimary data was collected from 150 respondents using a web-based survey method.The questionnaire was developed by authors on the basis of review of literature{Kaasinen Model (2005)} and discussion with users. Besides personal Interviews were also done.
Perceived value
Intention to
UseTaking into
use Usage
Behaviour
Perceived ease of use
TrustPerceived ease of
adoption
TAM for Mobile Services (Kaasinen ,2005)
Copyright Tahir A. Wani 2014
Analysis According to the users provided information they consider following factors
substantially while purchasing a new Smartphone. When asked to arrange the factors in order of their importance it was
revealed that most of the users irrespective of demographics consider the factors in the following order:
Price Durability Brand Image Additional Features Operating System Usefulness of Use Ease of use Size After Sale Services
Factors Affecting Purchase 0%
5%
10%
15%
20%
25%
Brand ImagePriceOperating SytemAdditional FeaturesAfter Sale ServiceEase of UseUsefuness of UseDurabilitySize
Proposed TAM for study of smartphone adoption
Copyright Tahir A. Wani 2014
Perceived value
Intention to Use
Taking into use
Usage Behaviour
Perceived Ease of use
Price
Durability
Brand Image/Trust
Additional Features
Operating
System
Usefulness of Use
After Sale Services
Copyright Tahir A. Wani 2014
Findings/Implications The perceived ease of use and usefulness of use are considered by Indian consumers
but not to the extent of price and durability. Indian consumers are price conscious. Durability is an attribute that enhances the rate of adoption particularly in Indian
markets e.g.. Nokia 1100 which was known for low price and high durability is a testimony to this fact as more than 250 Million Units were sold making it the best-selling mobile phone so far.
Brand Image/Brand Trust is also a factor that is highly considered, the five highly cited Smartphone vendors by the respondents were, Samsung, Micromax, Nokia, Sony and Karbonn.
Likewise it was seen that customers no longer seem to be bothered about the size of the Smartphone.
They are willing to purchase a big phone till it is cost effective, durable and with a good brand name.
After sale service is least considered, perhaps the reason being all the major competitors have a good network of after sale service centers throughout the country.
Copyright Tahir A. Wani 2014
THANK YOU
Tahir Ahmad Wanitahir137957@st.jmi.ac.in
Dr. Syed Wajid Aliswali@jmi.ac.in