Convergence Dynamics of Consumer Innovativeness Vis-À-Vis Technology Acceptance Propensity: An Empirical Study on Adoption of Mobile Devices

By Goswami, Shubham; Chandra, Bibhas | IUP Journal of Marketing Management, August 2013 | Go to article overview

Convergence Dynamics of Consumer Innovativeness Vis-À-Vis Technology Acceptance Propensity: An Empirical Study on Adoption of Mobile Devices


Goswami, Shubham, Chandra, Bibhas, IUP Journal of Marketing Management


In the present competitive scenario, marketing practitioners often attempt to learn about customer innovators-those who are open to new ideas and to be among the first to try new products, services or practices. This study explores the relationship between consumer innovativeness on the mobile technology adoption. The results of the study reveal consumers' reluctance to adopt innovations vis-à-vis mobile technology is chiefly attributed to higher tendency to comply with the constructs which include user interface clarity, usage friendliness, social influence, support of product and service providers, and learning predispositions. However, social influence has a moderate influence on new mobile technology adoption for the consumers who take decisions independently. The study is deemed significant as it would provide enough insights to the marketers to navigate the forces that lead to buying inertia towards newness.

Introduction

The usage of mobile communications is increasing extensively, especially in the context of a developing country like India. An extensive set of mobile services and devices is available to consumers. Consumers use mobile devices for simple services like text messaging to wireless electronic transactions. In order to better understand the acceptance of mobile services, it is necessary to study the behavioral intentions (i.e., antecedents of the actual adoption behavior) behind consumers' adoption. Due to the turbulence and dynamics in mobile business markets, it is essential to understand the factors underlying mobile service adoption decision.

Mobile devices are currently serving as an entry point into the wireless web (Bergeron, 2001; and Beaulieu, 2002) which provides a platform for mobile banking and other technological benefits. Even the wireless Internet services depend on user acceptance as well as technology improvement (Lu et al., 2003). India with its increasing number of young mobile subscribers offers an appropriate environment for mobile technology to grow. Marketing practitioners always attempt to learn about customer innovators- those who are open to new ideas and are among the first to try new products, services or practices.

In order to assess the sustainability of innovation in terms of adoption over time, it is important to consider the user acceptance. Individual level of technology acceptance is one of the most researched areas in the field of technology and its adoption. An individual's decision to adopt a technology can be a one-time affair; however, the process for making this decision is not a single event. Most adoption theories offer that an individuals' beliefs and attitudes are formed over a period of time and can influence their decision to adopt a given innovation.

Mobile technology adoption is considered to be a more individual or personalized decision focused on the services made available by the technology. Personal innovativeness is another variable which influences the usefulness perception (Agarwal and Prasad, 1998). Individuals who are more innovative should be more positive in their beliefs about new technology like mobile. Therefore, it is appropriate to test the relationship between customers' level of innovativeness with behavior intention and usage (Tellis and Yin, 2011). In the marketing context, Eastlick and Lotz (1999) empirically tested a link between personal innovativeness and electronic shopping and found that those who were more innovative were more likely to intend to purchase than those who were less innovative.

As the Indian mobile market battles tough competition, it is appropriate to conduct a study on technology adoption using the suitable acceptance model. Literature review reveals the Unified Theory of Acceptance and Use of Technology (UTAUT) model as an appropriate model to study the early technology adoption. This study attempts to find relation between customer personal innovativeness (as personality trait) in the acceptance and use of mobile technology. …

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