Adoption behavior of rural India for mobile telephony: A multigroup study

Mobile telephony influences nearly all aspects of people׳s lives and is expected to grow in importance as a revenue and information source. Mobile phones are reported to have a positive and significant impact on the overall economic performance of individuals and the growth of a country. In India, h...

Full description

Saved in:
Bibliographic Details
Published in:Telecommunications policy 2015-09, Vol.39 (8), p.691-704
Main Authors: Gupta, Ruchita, Jain, Karuna
Format: Article
Language:English
Subjects:
Adoption
Cellular telephones
Cellular telephony
Economics
Impact analysis
India
Market segments
Mobile telephony
Multigroup
Policies
Regions
Regression
Regression analysis
Rural
Studies
Technology Acceptance Model
Technology adoption
Telecommunications policy
Urban areas
Wireless carriers
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Mobile telephony influences nearly all aspects of people׳s lives and is expected to grow in importance as a revenue and information source. Mobile phones are reported to have a positive and significant impact on the overall economic performance of individuals and the growth of a country. In India, however, the adoption pace of mobile telephony in rural regions is slower than that in urban areas. We examine the differences in the intention to adopt mobile telephony across different segments of the rural Indian population using the extended technology acceptance model (TAM), partial least squares regression, and multigroup analysis. Results suggest that gender, age, technology subscription, and region play a moderating role on the relationships in the extended TAM for rural India. These findings can help service providers design and develop group-specific offerings that lead to faster adoption of mobile telephony in rural India. •We examined mobile telephony adoption among segments of rural Indian population.•Cost of service has a negative effect on the older group’s intention to adopt (IA).•Male’s IA is influenced by perceived ease of use, while female’s IA is influenced by perceived usefulness.•Subscriber’s IA is influenced by mass media, while nonsubscriber’s IA is influenced by social influence.•Nonsubscriber’s IA is negatively influenced by perceived health hazard.
ISSN:0308-5961
1879-3258
DOI:10.1016/j.telpol.2015.01.001