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Extending unified theory of acceptance and use of technology with perceived monetary value for smartphone adoption at the bottom of the pyramid

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  • Baishya, Kuldeep
  • Samalia, Harsh Vardhan

Abstract

The affluent markets of developed countries have become very competitive. Therefore, companies are trying to explore market opportunities at the segment of low-income people termed as “Bottom of the Pyramid” (BOP). With the proliferation in popularity and reduction in the price of smartphones, there is a potential market opportunity for smartphone producing companies at the BOP segment. The companies need to identify the factors influencing smartphone adoption at the BOP in order to explore this market opportunity. The current study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) with “Perceived Monetary Value” to investigate the antecedents of smartphone adoption at the BOP. Empirical analysis has shown that “Performance Expectancy” (PE), “Effort Expectancy” (EE), “Social Influence” (SI), and “Perceived Monetary Value” (PMV) predict the “Behavioral Intention” (BI), and BI and “Facilitating Conditions” (FC) predict the “Use Behavior” (UB). Findings from this study can be used by the managers of the companies targeting the BOP segment in pricing, marketing, and product-specific decision-making process. The policymakers can also analyze the results of this study for successful implementation and delivery of Information and Communication Technology (ICT) based services for the BOP segment.

Suggested Citation

  • Baishya, Kuldeep & Samalia, Harsh Vardhan, 2020. "Extending unified theory of acceptance and use of technology with perceived monetary value for smartphone adoption at the bottom of the pyramid," International Journal of Information Management, Elsevier, vol. 51(C).
    • Handle: RePEc:eee:ininma:v:51:y:2020:i:c:s0268401218309563
    DOI: 10.1016/j.ijinfomgt.2019.11.004
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    Citations

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    Cited by:

    1. Hyeon Jo & Do-Hyung Park, 2024. "Exploring loyalty drivers for smartphone and mobile carriers," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    2. Savvas Papagiannidis & Dinara Davlembayeva, 2022. "Bringing Smart Home Technology to Peer-to-Peer Accommodation: Exploring the Drivers of Intention to Stay in Smart Accommodation," Information Systems Frontiers, Springer, vol. 24(4), pages 1189-1208, August.
    3. Kumar, Jitender & Katiyar, Gagan & Mehrotra, Ankit & Attri, Rekha & Vishnoi, Sushant Kumar, 2024. "Connecting BOP consumers and retailers: What drives small-time retailing through social media?," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    4. T. M. Rofin & Sreejith Alathur, 2024. "Optimal online channel configuration for a Manufacturer under price and lead time-sensitive demand," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(2), pages 121-139, April.
    5. Hooks, D. & Davis, Z. & Agrawal, V. & Li, Z., 2022. "Exploring factors influencing technology adoption rate at the macro level: A predictive model," Technology in Society, Elsevier, vol. 68(C).
    6. Noorshella Che Nawi & Abdullah Al Mamun & Naeem Hayat & Linda Seduram, 2022. "Promoting Sustainable Financial Services Through the Adoption of eWallet Among Malaysian Working Adults," SAGE Open, , vol. 12(1), pages 21582440211, January.
    7. Jonas Wanner & Lukas-Valentin Herm & Kai Heinrich & Christian Janiesch, 2022. "The effect of transparency and trust on intelligent system acceptance: Evidence from a user-based study," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2079-2102, December.
    8. Ying Yu & Tung-Jung Sung, 2023. "A value-based view of the smart PSS adoption: a study of smart kitchen appliances," Service Business, Springer;Pan-Pacific Business Association, vol. 17(2), pages 499-527, June.
    9. Huang, Yung-Chuan, 2023. "Integrated concepts of the UTAUT and TPB in virtual reality behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

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