Adoption of Mobile Telephony in Rural India: An Empirical Study

ABSTRACT Mobile telephony has become one of the major factors driving the social and economic development of a country. The objective of this article is to identify factors affecting the adoption of mobile telephony in rural India and examine their impact on its adoption. An explanatory empirical me...

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Bibliographic Details
Published in:Decision sciences 2014-04, Vol.45 (2), p.281-307
Main Authors: Gupta, Ruchita, Jain, Karuna
Format: Article
Language:English
Subjects:
Adoption
Cellular telephony
Communities
Decision analysis
Economic development
Empirical analysis
India
Internet telephony
Local communities
Mathematical models
Methodology
Mobile Telephony
Policies
Rural
Rural areas
Social change
Strategic planning
Strategy
Studies
Technology Acceptance Model
Technology adoption
Transparency
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Summary:ABSTRACT Mobile telephony has become one of the major factors driving the social and economic development of a country. The objective of this article is to identify factors affecting the adoption of mobile telephony in rural India and examine their impact on its adoption. An explanatory empirical methodology with sequential design was used for this purpose, and new factors that affect users’ decisions to adopt mobile telephony in rural India were identified. We extended the technology acceptance model by integrating new factors for a developing nation. This study found that ensuring service transparency and identifying opinion leaders in the local community are key requirements for increasing the speed of adoption in the rural India. The findings of this study will provide insights for service providers and policy makers to develop strategies and policies that will enhance mobile telephony adoption in rural India.
ISSN:0011-7315
1540-5915
DOI:10.1111/deci.12068