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Introduction
India is the third biggest market for smartphones
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.
Objectives
To understand the origin of the Technology Acceptance
Models
X1
Attitude towards
Using
X2
X3
Perceived Ease
of Use
Original TAM developed by Davis (1985)
Copyright Tahir A. Wani 2014
Actual System
Use
External
Variables
Attitude
towards Using
System
Perceived Ease of Use
Behavioural
Intention to
Use
Actual
System
Use
Perceived Usefulness
External
Variables
Behavioural
Intention to
Use
Actual
System
Use
Voluntariness
Subjective
Norm
Perceived
Usefulness
Image
Intention to
Use
Job Relevance
Output Quality
Result
Demonstrability
Copyright Tahir A. Wani 2014
Perceived Ease
of Use
Usage
Behaviour
Research Methodology
Sample Design
Table-1: Total Distribution Statistics
Number
Gender of
Age of
Respondents
Respondents
150
150
Data Collection
Primary 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.
Perceived
value
Perceived
ease of use
Trust
Perceived ease of
adoption
Intention to
Use
Taking into
use
Usage
Behaviour
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:
25%
Price
Durability
20%
Brand Image
Brand Image
Additional Features
Price
Operating Sytem
15%
Additional Features
Operating System
Usefulness of Use
Ease of use
10%
Usefuness of Use
Durability
Size
5%
Size
0%
Factors Affecting Purchase
Brand Image/
Trust
Additional
Features
Operating
System
Perceived
value
Usefulness
of Use
After Sale
Services
Perceived
Ease of use
Intention to
Use
Taking into
use
Usage
Behaviour
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