tam symbiosis

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


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.


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 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.


TAM & its origin

X3

X2

X1 Perceived Usefulness

Perceived Ease of Use

Attitude towards Using

Actual System Use

Original TAM developed by Davis (1985)


External Variables

Perceived Usefulness


Attitude towards Using

Behavioural Intention to

Use

Actual System

Use

System

Improved TAM (1993)


TAM Final Version (Venkatesh & Davis, 1996)

External Variables



Behavioural Intention to

Use

Actual System

Use


TAM2 (Venkatesh & Davis, 2000)

Subjective Norm

Image

Job Relevance

Output Quality

Result Demonstrability

Experience Voluntariness



Intention to Use

Usage Behaviour


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.


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)


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


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


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.


THANK YOU

Tahir Ahmad [email protected]

Dr. Syed Wajid [email protected]

tam symbiosis

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