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International Conference on:

Emerging Trends in Global Management Practices An Interdisciplinary Approach


Symbiosis Centre for Management Studies NOIDA

Technology Acceptance Model:


Developments & scope in the study of consumer
behavior towards Smartphones in Indian Markets

Dr Syed Wajid Ali


Assistant Professor, CMS, Jamia Millia Islamia
Tahir Ahmad Wani
Research Scholar (PhD), Jamia Millia Islamia

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


Perceived
Usefulness

X1

Attitude towards
Using

X2

X3

Perceived Ease
of Use
Original TAM developed by Davis (1985)
Copyright Tahir A. Wani 2014

Actual System
Use

Improved TAM (1993)


Perceived Usefulness

External
Variables

Attitude
towards Using

System
Perceived Ease of Use

Copyright Tahir A. Wani 2014

Behavioural
Intention to
Use

Actual
System
Use

TAM Final Version (Venkatesh & Davis, 1996)

Perceived Usefulness

External
Variables

Behavioural
Intention to
Use

Perceived Ease of Use

Copyright Tahir A. Wani 2014

Actual
System
Use

TAM2 (Venkatesh & Davis, 2000)


Experience

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

Sampling Technique: Non-Probability Purposive sampling


technique was used.

Copyright Tahir A. Wani 2014

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.

Besides personal Interviews were also done.

Perceived
value

Perceived
ease of use

Copyright Tahir A. Wani 2014

Trust

Perceived ease of
adoption

Intention to
Use

Taking into
use

Usage
Behaviour

TAM for Mobile Services (Kaasinen ,2005)

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

After Sale Service


Ease of Use

10%

Usefuness of Use

Durability
Size

5%

Size

After Sale Services


Copyright Tahir A. Wani 2014

0%
Factors Affecting Purchase

Proposed TAM for study of smartphone adoption


Price
Durability

Brand Image/
Trust

Additional
Features
Operating
System

Perceived
value

Usefulness
of Use
After Sale
Services

Copyright Tahir A. Wani 2014

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

Copyright Tahir A. Wani 2014

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