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Factors Affecting Individual's Intention to Purchase Smartphones from Technology Adoption and

Technology Dependence Perspective


Submitted to
[Faculty / Department Name]
By
[Author / Student Name]
[Name of University]
[Date]

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Introduction

Background of the Study


In the recent years, there has been a significant growth in the demand of the consumers
for the Smartphones. Statistics show that the sale of Smartphones in the year 2011 has reached to
115 million across the globe and the demand of Smartphones is still anticipated to rise. Apart
from offering fundamental requirements such as MMS, SMS, video call and voice call,
Smartphones are capable of developing into new medium for information (Ajax & Irfan, 2012).
Therefore, a large number individuals and particularly youth have shifted their purchasing
decision towards Smartphones. In fact, youth compose the large division of the Smartphone
owners. However, quite few studies have been carried out in past to analyze the factors that
influence the consumers intention to purchase Smartphones.

Problem Statement
Several studies have been carried out in past to determine the motive of utilizing
Smartphones and analyzing the factors that influence the usage and demand of Smartphone.
However the studies carried out in past are not focused on specific age demographics. Therefore,
the focus of this study is to explore the aspects that instill the students dependency on the
Smartphones.

Aim and Objectives


The core purpose of carrying out this study will be to explore the factors that influence
the intention of the youngsters to purchase Smartphone from the perspectives of technology
dependence and adoption. The objectives of the study are as follow:

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To critically analyze the studies allied with technology adoption and diffusion
To examine the factors that influence the youth to purchase and utilize Smartphones
To propose a comprehensive model for demonstrating the factors influencing the
consumers purchasing intention

Literature Review
Invention and Innovation
In the context of technological change, the terms innovation and invention, represent the
backbone of the procedure of technological development. In the view point of Dubois & Gadde,
(2002), invention can be characterized as the creation of new concepts whereas innovation refers
to first utilization of a new concept. Innovation is not a new term instead it is a social and
economic terminology. Systematic innovation has been defined by Egbu, (2004) as the organized
and purposeful exploration of the new technologies. It also refers to the systematic analysis of
the opportunities offered by such changes for social and economic innovation. Technological
innovation is often used interchangeably with technological change and it refers to the procedure
of creating and implementing new production, products, service capability, and technology
(Andre et al., 2012).

Technology Adoption
Technology adoption corresponds to the procedure that encompass acquisition,
adaptation, assimilation, absorption and developments in all its procedures, materials, machines,
tools, techniques, processes and methods (Bossink, 2004). Innovation as well technology
adoption are not mutually exclusive rather, the implementation of innovative technologies is
viewed as innovation. The issue of semantics by no means can be easily settled particularly while

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the issues are concerned with the dynamics of the process. However, the gaps in the terminology
are sufficiently narrow to mutually understand the recurring concepts and themes (Bossink,
2004). More essentially it is the synonymous contract among the professionals on the centrality
of the innovation and technology management to growth of the industry that requires a
comprehensive understanding of the problems at all stages.

Theoretical framework
Theory of Diffusion of Innovation (DOI)
The diffusion of innovation theory proposed by Roger, in the year 1962, has formed the
basis of much of the present adoption theory researches. The theory has undergone through
multiple revisions over the past decades. Initially Roger has highlighted three factors that foster
the adoption of technology (Rogers, 2010). These factors include an individuals standpoint
regarding technology adoption, the process of adoption and the final outcome that is usually in
the form of acceptance or rejection. After ensuing refinements in the Rogers theory of adoption,
four chief factors were considered as the key to successful technology innovation. These factors
involve a social framework that fosters innovation adoption, a considerable time pan for the
adoption and innovation (Rogers, 2010).

Technology Acceptance Model


Technology acceptance model is widely applied to predict users acceptance of new
technology. The origins of TAM can be traced to the Theory of Reasoned Action (TRA), a model
from social psychology. Reasoned action predicts the behavioral intention, concerning what a
person would like to do or plan to do (Min et al., 2011). It suggests that individuals behavioral

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intention depends on attitude about the behavior and subjective norms. Reasoned action is
concerned with the relationship between messages, attitudes, and behavior. Various studies have
revealed that these predictions of reasoned action hold in a variety of situations such as consumer
behavior and voting. According to TRA, researchers develop two influential beliefs: perceived
usefulness (PU) and perceived ease of use (PEOU), in order to explain a users behavior with
regard to new technology adoption (Mitra, 1995). According to Davis et al. (1989), the goal of
TAM is to provide an explanation of the determinants of computer acceptance that is in general,
capable of explaining user behavior across a broad range of end-user-computing technologies
and user populations, while at the same time being both parsimonious and theoretically justified.
The two determinants explain users acceptance behavior are PU, defined as the degree to which
a person believes that using a particular system will enhance his or her job performance, and
PEOU defined as the degree to which a person believes that using a particular system will be free
of effort. Both PU and PEOU have a causal effect on users attitude toward using the technology
(Morwitz & Schmittlein, 1992). The model supports that attitude and PU, then in sequence,
shapes behavioral intention. Particularly, the model (Figure 1) mainly discusses the impact of PU
and PEOU on attitude toward using technology and toward the users technology acceptance
behavior, where attitude involves assessment on technology and behavioral intention represents
the degree to which individuals are prompted to behave (Morwitz et al., 2007). Following TRA,
TAM postulates the relationship between attitude and behavioral intention. It posits that users
form intentions to use a computer system largely based on their positive affection. The users
attitude toward using system is jointed determined by PU and PEOU.

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Conceptual Model

S o c ia l
In flu e n
ce
F ea
tu r
es

S m a r tp h
one
P u rch a se
In te n tio n

Pr
ic
e

C e llp h o n
e
D epende
nce

Research Methodology

Research Design
In this particular study, the researcher will adopt a quantitative research design for
accomplishing the aim and objectives of the study that will be based on survey strategy

Data Collection
In this particular research, the researcher will make use of questionnaire based on the
Likert scale comprising of minimum fine options. The survey questionnaire will include
questions that will be in accordance with the aim and objectives of the study. The inclusions of
close-ended questions in the questionnaire will certainly make the data collection procedure

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simpler. The main motive behind including structured questionnaire is that this form of questions
diminishes the variations in the response and can be easily coded. The research instrument
designed for this particular research will posted to Survey Monkey website. Mainly the
questionnaire will consists of two segments where the first segment intends to obtain
demographic information of the participants while the second segment will include the main
questions. The responses of the questions will be subjected to 5-point Likert scale ranging from
1-5. An answer recorded on the scale of 1 represents the strongest level of agreement whereas the
response recorded on a scale of 2 corresponds to lower level of agreement. Furthermore, a
response presented on a scale of 3 characterizes a neutral point of view, answer recorded on a
scale of 4 indicates lower level of disagreement, and finally answer at 5 implies strongest level of
disagreement. No leading questions will be included to prevent biases of the researcher.

Sampling Procedure
It is essential to define the size of the sample prior to the commencement of the primary
research. Generally, there are two techniques for determining the size of the sample namely:
random sampling and purposive sampling technique (Chaudhuri & Stenger, 2010). In this
particular research, in order to select the participants the researcher utilized random sampling
technique. The motive of employing this sampling technique is to present all the youth of the 3
selected universities to get selected. A total of 500 participants will be selected through random
sampling technique. The selected members will be sent invitations via E-mail along with the
details of the survey and a link directing to the survey website.

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Data Analysis Procedures
Data analysis is the crucial phase of primary research. The responses of the participants
obtained through survey will be arranged according to the respective questions. Consequently,
with the help of Microsoft Excel software, the researcher will code the responses in the numeric
form so that they can be analyzed through SPSS.20.0 that is a famous statistical tool. This data
will be entered into SPSS 20.0 sheet and will be analyzed through different tests.

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