D Y PATIL INTERNATIONAL

UNIVERSITY, AKURDI, PUNE 

 

 
 
A study on the impact of marketing mix on customer purchase decision 
 

 
Mentor:- Dr. Venkata Mrudula Bhimavarapu 
Name:- Tushar Kumar Narnaware
PRN:- 20220301059
 Content

 Abstract
 Introduction
 Review of the Literature
 Data and Methodology
 Results
 Abstract:
As technology emerges, people prefer handheld devices like Smartphones for transactions.
The companies like Amazon, Flipkart, Myntra, Snap deal, Paytm have come up with mobile
applications to cater to changing trends. This research deals with the factors influencing the
customers to switch to m-commerce platforms from e-commerce websites. It also studies
how Myntra performs through MCommerce platforms in the fashion apparel industry.
Review of the literature:-
Technology has taken a significant role in our lives, whether it be
technology advancement, technology innovations, mobile phones and computers, online
communications, education without the internet, banking, mental health.

*Technology Advancement:- The advances made in the field of technology are not shared
equally by all age demographics. In my opinion, the elderly in particular could benefit more
in terms of convenience and this could be achieved by businesses transitioning to primarily
online business models.

Improved capability with consumer electronics engenders a more convenient life. This
improvement would be immediately evident when shopping online. During the recent Covid-
19 pandemic many older individuals first learned how to place orders for food and other
necessities online. Since the pandemic restrictions have eased, many now continue to use
these applications to shop for the best prices, remain at home, and be assured of the quality of
their purchases. Moreover, smartphones in particular today are essential for remaining in
contact with one’s family. Most older people value family relations above all else and would
be able to make video calls and message their children and grandchildren if they were more
tech-savvy.

*Technology Innovations:-Technology Innovations makes daily life more convenient and

enjoyable for everyone. However, technological breakthroughs also produce social and
ethical consequences. Computers are no exception to this rule. These products of modern
technology can store massive amounts of information which help us perform at our best.
However, they also generate new ethical dilemmas regarding who is able to access that
information and how they use it. Thus, the ethical issue of privacy comes to the fore as well
as problems associated with privacy like identity theft.
The right of privacy from electronic ‘invasion...has become a serious ethical issue”
(Hutchinson and Sawyer 438) because our privacy is put in danger every time a company
enters our personal information into their computer database. These databases are used by
companies ranging from banks to libraries as a way to track appointments, orders, employees,
and our buying habits. In addition, “various companies also offer services that provide
address, criminal records, and professional histories as well as a list of assets and bank
account numbers. They can also obtain your Social Security number, last six addresses,
current phone number as well as names and phone numbers of neighbours. Lexis-Nexis and
West Publishing Company are some of the larger and more prestigious companies that offer
such information.”
*Mobile phones and computers:- Mobile phones and Computers have come a long way over
the years, people’s lives have become more demanding and they rely more and more on
technology, it has had a big impact on our everyday life: our relationships, social movements
and education. The mobile phone has become one the most widespread and popular pieces of
technology of the past few decades. ‘Worldwide there are now over 1.7 billion cell phone
accounts, 600 million more cell phones services than fixed lines.’ (Castells et al. 2007 as
cited in Bittman, M, Brown, J, Wajcman, J, 2009) Over the past decade, the information and
communication technologies (ICTs), especially the Internet …show more content…
‘The web is no longer the exclusive dominion of the young and highly educated, and as this
trend continues it will allow social movements to cheaply and easily reach out to increasingly
diverse constituencies.’ (Brecher, J Costello, T, Smith, B, 2009) The negative side of
technology’s impact on social movements is that you loose the face-to-face contact that can
impact on a more lasting personal level and group forming and sharing of knowledge can be
great but misinformation can lead to the spreading of false rumours, anonymous slander and
racism.
In today's era of globalisation and technology, computer is a blessing to have. It performs
various difficult tasks. The computer technology is being used in every aspect of life like
medicine, education, politics, engineering, art, etc. Different algorithm programs are installed
in computers to make them perform difficult tasks. A big advantage of computers is that
these save our time. A Computer also reduces our cost of labour. Firstly, a computer allows
us to store data. We don't need to worry about our data. We can store GBS of data in our
computer. It also allows us to connect with our friends & relatives via the internet. We can
send or receive data with the help of our computer.
In banks, computers are used to store data of their customers and history of their transactions.
Computers can work day and night without any break. This feature of computers reduces the
cost of labour. Computer can also do difficult calculation faster than us.A computer can
process & analyse data better than humans. With the help of various tools such as Qualitative
Data Analysis Software etc. It provides a deep insight of data. Qualitative Data Analysis
Software is used in different fields of academics such as psychology, sociology, economics,
history, etc. It gives us a deep insight into our data. Also, it saves our time.
*Online Communication:- Communication via instant messaging and e-mail is far more
effective than using the telephone or post office due to their speed of delivery and ability to
simultaneously talk to many people. Instant messenger services have become very popular
over the years, and there are currently 180 million registered users for AOL Instant
Messenger alone. In some respects, e-mail is even more widespread-- people next door to
each other and people across the world keep in touch and even conduct extensive business,
simply by sending e-mails back and forth. There are also countless numbers of discussion
forums on the internet, on topics ranging from anarchy to zoology. The internet has grown
rapidly over the last two decades, and there are now a myriad of internet services available to
the general public for free.

Anyone with an internet connection can register for an instant messenger account today. As
long as a person has the means to get on the internet, there's no limit to what kind of instant
messenger accounts they can register for. Ranging from AOL Instant Messenger to Yahoo!
Messenger, it is possible to talk to anyone in the world with a computer. With instant
messenger services, a person can talk to as many people as humanly possible with ease, while
being on the telephone is restricting. When using instant messengers, a person can surf the
internet, shop online and even read news articles while talking to as many of their friends as
they wish. With the telephone, a person is limited to the amount of people they can talk to
unless they are willing to pay the additional fee to talk to another person at the same time.

Communication via instant messaging and e-mail is far more effective than using the
telephone or post office due to their speed of delivery and ability to simultaneously talk to
many people. Instant messenger services have become very popular over the years, and there
are currently 180 million registered users for AOL Instant Messenger alone. In some respects,
e-mail is even more widespread-- people next door to each other and people across the world
keep in touch and even conduct extensive business, simply by sending e-mails back and forth.
There are also countless numbers of discussion forums on the internet, on topics ranging from
anarchy to zoology. The internet has grown rapidly over the last two decades, and there are
now a myriad of internet services available to the general public for free.

Anyone with an internet connection can register for an instant messenger account today. As
long as a person has the means to get on the internet, there's no limit to what kind of instant
messenger accounts they can register for. Ranging from AOL Instant Messenger to Yahoo!
Messenger, it is possible to talk to anyone in the world with a computer. With instant
messenger services, a person can talk to as many people as humanly possible with ease, while
being on the telephone is restricting. When using instant messengers, a person can surf the
internet, shop online and even read news articles while talking to as many of their friends as
they wish. With the telephone, a person is limited to the amount of people they can talk to
unless they are willing to pay the additional fee to talk to another person at the same time.
E-mail replaces snail mail because it is able to do things ordinary mail can do with bonus
features faster and more efficiently. Using e-mail is also more reliable and secure than
sending mail via the post office. well as the increased popularity of having online relations on
social networking websites, online communication has become a common occurrence for
people all over the world. Due to this sudden advancement, there has been a debate regarding
the use of online social networking over face-to-face communications and relationships. Due
to people’s ability to express their true self on computer mediated conversations, along with
the formation of secure online romantic relationships and positive friendships Technology,
specifically recreational technology such as gaming, smartphones, virtual reality, and by
extension social media, has made communication at a distance easier while making private or
interpersonal communication more awkward. The development of gaming technology has
increased so rapidly that experiences within the game itself seem realistic.

*Education without the internet:- Since the Internet was created it has always had an effect on
education. After military establishments Universities were the first real contributors to the
Internet's structure. The Internet has vastly improved education. There are so many ways
that education and the Internet are connected these days. Almost every textbook has a
corresponding Internet sight including the one for this course. Some sites like these contain
valuable tools and accessories to aid in the learning process. As well as notes and multimedia
displays, they may include things like hypertext chapters. In the future, there may not even
be a need for paper textbooks. The Internet has also enabled teachers to teach a class from
thousands of miles away. With video conferencing, a professor in Guam can teach a class in
Michigan in close to real-time. Virtually all libraries are now connected over the Internet. At
Lake Superior State University you can check the catalogs of almost any library and even
check out books from nearby libraries. The Internet has made it easy for researchers to obtain
information. No longer do you have to travel to get rare documents they are now just a few
clicks away.

The corresponding Internet site for this textbook greatly improves the overall effect on the
education of students. Students have quick access to any part of the text. They also receive
visual and audio stimulation, which has been proven to increase the amount of information
the student remembers. Some students are simply not strictly audio learners. Listening to a
professor or teacher lecture sometimes just isn't enough for students. With the site they can
review material quickly and easily and see the multimedia imagery at their own pace.
Students can even take practice tests to see if they have learned the material.
  Banking:- In olden days we used to carry cash and did every monetary transactions
using cash, but these days we do not have the need to carry cash in hand, you can just
make a digital payment from your E-Wallet. Similarly, through net-banking, one is
allowed to transfer money from one account to another, order for cheque books, check
the balance, make payments, create Fixed Deposits, and so on. In the olden days when
banking was completely dependent on the human accuracy and skill, mistakes and
errors were more apparent. As human capabilities have a limit, they are prone to skip
certain things or make calculation errors. With the introduction of computers, the
frequency of errors has reduced to almost nil. Also, another important perspective to
this, is that it can protect the data much more efficiently. Today’s technology provides
complete security of your transactions and the safety of your data because there are
exceedingly rare occasions on which the data is misused. Business intelligence
systems provide data for historical, current and future trends. This data aids the banks
in a way that they are able to take accurate decisions and thereby can bring an overall
increase in productivity, efficiency and profitability.
 Mental Health:- Technology is truly taking a turn for the worst on mental health.
Technology is the future, it’s supposed to be the greatest thing to ever happen.
Although technology may be helping the world out, it is hurting the people who use it.
Technology is taking over lives and damaging mental health, it is the main cause of
mental health issues and it needs to be taken seriously. Technology is not beneficial
for mental health because it is causing isolation, depression, and mental illness in
children.

Technology is causing isolation because people are constantly communicating with others on
their smartphone. Although technology helps people stay in touch it is also making them
further apart in the real world.
Technology is known to help mental health because of how it can treat mental health issues.
Joanna says “Some people ignore technology’s potential as both a tool for treating mental
health issues and for improving the quality of people’s lives and promoting emotional well-
being” (Rodriguez). There are now programmes to help with phobias and depression that help
people cope with their difficulties. Although there are programs to help with mental illnesses,
there are even more ways technology is causing these mental issues in people’s lives.
Technology can be beneficial in acting like a “doctor”. People will use their phones to help
with a personal problem. It is stated that “More than half of young people have used the
Internet to find help for a personal problem. The vast majority - a whopping 94% - felt
satisfied with the information they found online” (Hazel). Technology has such a large
variety of things to help someone with personal problems. Technology is making it very
convenient to deal with mental health, it is very beneficial in acting like a “doctor”. Even
though technology can be like a “doctor” to someone helping with their problems, the
internet is not always trustworthy and can cause someone to come across the wrong page
creating even more problems.
Below we present a quick view on the most popular theories and models of technology
acceptance. As seen, some
theories are extended from other theories and models.

1. Theory of Reasoned Action (TRA)

Although TRA model is firstly developed in 1975 by Fishbein
and Ajzen's for sociological and psychological researches, it is recently became foundation to
investigate individuals’ IT usage behavior [17]. In this model, any human behavior is
predicted and explained through three main cognitive components including attitudes
(unfavorableness or favorableness of person’s feeling for a behavior), social norms (social
influence), and intentions (individual’s decision do or don’t do a behavior). This human
behavior should be volitional, systematic and rational. Moreover, three boundaries factors,
volitional control; intention stability over time; and measurement of intention in terms of
target, time, context, action and specificity, are defined to test and evaluate the TRA.
Furthermore, some methods such as generality, target, action, context, and time horizon are
established to improve the robustness between corresponding intention and attitude. On the
other hand, the main disadvantages of TRA are the lack of addressing the role of habit, the
cognitive deliberation, misunderstanding through a survey (attitudes, subjective norms, and
intention of the respondents) and the moral factors. In addition, usage voluntariness is a
crucial issue for validation of TRA

2. Theory of Planned Behaviour (TPB)

In this model, perceived behaviourl control (PBC) as a new
variable is added to extend TRA model. Basically, PBC is determined by the availability of
resources, opportunities and skills, as well as the perceived significance of those resources,
opportunities and skills to achieve outcomes [18]. Although both TPB and TRA assumed
person’s behavioral intention (BI) is affecting individual’s behaviour, TPB is using the PBC
for individual’s actions which are not under volitional control. By adding PBC, not only
realistic limitations is composed but also, a self-efficacy type factor is achieved [19, 20].
Moreover, PBC has the direct influence on actual behavior as well as the indirect affect
through the behavioral intentions. Therefore in TPB model, three main factors are affecting
BI including
perceived behavioral control, subjective norm, and behavioral attitude. However, there are
two main problems with TPB model [21, 22]. First, the one’s attitudes towards information
technology will not be largely relevant if a computer system is not accessible. Second, the
revised TPB may be viewed as the more suitable theoretical framework which is influenced
the degree of individual’s voluntariness that choose or not to choose the use of information
technology in the workplace.

3. Theory of Interpersonal Behavior (TIB)

This model is clarifying mainly the human’s behavior complexity
which are effected by social and emotional factors. Therefore, this model not only contains
all aspect of TRA and TPB but also, adding habits, facilitating conditions and affect in order
to improve the prediction power. The concept of social factors which is similar to the
subjective norms construct in TRA [9, 23] contain roles, norms and self-concept. In brief, in
TIB, individual is neither fully deliberative nor fully automatic, further, neither fully
autonomous nor entirely social. TRA differs from TIB, in the sense that TRA interests in
accounting for the most variance with the fewest variables, whereas TIB interests in
accounting for the most variance in total, because even a small amount of variance may be
socially important, if the behavior in question is critical. In this model, emotions, social
factors (like subjective norms in TRA), and habits are identified as the main factors to form
the intention. TIB has three levels to argue the behavior. In the first level, personal beliefs,
attitudes and social factors related to the behavior is shaped by personal characteristics and
previous experiences. The second level describes how affect, cognition and social
determinants plus personal normative beliefs effect on intentions to a particular behavior. In
the third level, possibility of performing a specific behavior is predicted by behavioral
intentions, situational conditions and past experience [24]. The main disadvantage
of TIB is complexity and lack of parsimony compared to TRA and TPB. Also, TIB isn’t
providing simple procedure for the operational definition of the variables among model and it
is left to the researcher.

4. Technology Acceptance Model (TAM)

This model is derivate from TRA model. Due to uncertain
theoretical and psychometric status in TRA model, TAM model is eliminated user’s subject
norms and interestingly [25]. TAM explains the motivation of users by three factors;
perceived usefulness, perceived ease of use, and attitude toward use. Therefore, not only BI
would be contained in TAM but also, two chief beliefs like perceived usefulness and ease of
use have considerable impact on attitude of the user. These can be determined as an
unfavourableness and favourableness toward the system. Sometimes, other factors known as
external variables (user training, system characteristics, user participation in design and the
implementation process nature) are considered in TAM model [26]. TAM is probably one of
the most widely cited model in the field of technology acceptance [27]. During the past
decades, it received substantial empirical support. Since TAM ignored the social influence on
adoption of technology so it has limitations in being applied beyond the workplace. Besides,
some variables as external variables need to be added to TAM to provide
more consistent prediction of system use [19, 28]. Since the intrinsic motivations are not
addressed in TAM so the ability of TAM to apply in a customer context where the acceptance
and use of information technologies is not only to achieve tasks but also to fulfil the
emotional needs may be limited .

5. Extension of TAM (ETAM)

In ETAM, some new factors are added to TAM in order to improve adaptively, explanatory
power and specificity of TAM [29]. ETAM has been proposed in two separate studies. The
first study focused on antecedents of perceived usefulness and BI which known as TAM2.
TAM2 was proposed by adding two groups of constructs; social influence (image, subject
norms and voluntariness), and cognitive (result demonstrability, job relevance and output
quality) to TAM, to improve the predictive power of perceived usefulness. Therefore, for
both voluntary and mandatory environments, TAM2 is outperformed. The only exception is
related to subjective norm which have influence in mandatory settings in but do not in
voluntary settings. The second study identified constructs that influence on perceived ease of
use. The antecedents of perceived ease of use have been divided to two major groups,
namely, adjustments and anchors. The general beliefs regarding the use of computer systems
have been put in anchors group (enjoyment and objective usability) while beliefs that are
formed on the basis of direct experience of given system are included in adjustments set
(external control, computer self efficacy, computer anxiety, and computer playfulness)
6. Igbaria’s Model (IM)
According to IM, both extrinsic and intrinsic motivators effect on the new technology
acceptance or rejection [30]. This model posited perceived fun as intrinsic motivator and
perceived usefulness as extrinsic motivator which influence on behavior (computer usage)
and attitude (computer satisfaction). Apart from these factors, user acceptance (actual
behavior) is directly and indirectly affected by perceived usefulness, computer anxiety,
computer satisfaction, and perceived fun. Also, perceived fun and perceived usefulness have
both direct and indirect (via satisfaction) influence on adoption. Besides, perceived
usefulness effects on perceived fun. Additionally, computer anxiety negatively affects two
factors perceived fun and perceived usefulness. Also, it has been confirmed that satisfaction
of computer has a direct influence on usage.

7. Social Cognitive Theory (SCT)

Inspired from social psychology, SCT was proposed based on
three main factors; behavior, personal, and environment which are interacted bi-directionally
in order to predict both group and individual behavior. Moreover, it can identify methods
which can change and modify behavior [31]. In SCT model, behavior factor is chiefly
focused on usage, performance and adoption issues. However, personal factor is any
personality, cognitive and demographic aspects characterizing a person. On the other hand,
environmental factor includes physical and social factors which both are physically external
to the individual. SCT is an inseparable triadic structure that all three factors constantly
influence one another, reciprocally determining each other. SCT model is integrated to
evaluate the information technology usage by using some constructs including self-efficacy,
outcome expectations performance, anxiety, affect, and outcome expectations personal.

8. Diffusion of Innovations Theory (DOI)

DOI model examines a diversity of innovations by introducing
four factors (which are the time, channels’ communication, innovation or social system)
which influence the spread of a new idea. DOI not only has been used at both organizational
and individual levels but also, offers a theoretical foundation to discuss adoption at a global
level. DOI model integrates three major components: adopter characteristics, characteristics
of an innovation, and innovation decision process. In innovation decision step, five steps
namely confirmation, knowledge, implementation, decision, and persuasion have took place
through a series of communication channels among the members of a similar social system
over a period of time. In characteristics of an innovation step, five main constructs; relative
advantage, compatibility, complexity, trialability, and observability have been proposed as
effective factors on any innovation acceptance. In adopter characteristics step, five
categories; early adopters, innovators, laggards, late majority, and early majority are defined
[32]. In conclusion, DOI more focus on the system characteristics, organizational attributes
and environmental aspects, it has less power in explanatory and less practical for prediction
of outcomes compared to other adoption models.
9. Perceived Characteristics of Innovating Theory (PCIT)
This model is expanded the DOI theory by identifying three
additional features as: Image, voluntariness, and behavior. The behavior is influenced by the
perception of voluntariness which has effect on actual behavior compare to voluntariness.
Result shows that adoption rate and demonstrability are much related to each other and while
demonstrability increase the adoption rate rapidly increase too. Furthermore, observability
has actually composed of two sub characteristics which are visibility and result
demonstrability. Also in PCI model, voluntariness affects users’ decision to reject or accept
an innovation [33].

10. Motivational Model (MM)

Basically, system use is determined by two intrinsic motivation and
extrinsic motivation. The extrinsic motivation is defined as the perception that users will want
to perform an activity because it is perceived to be instrumental in achieving valued outcomes
that are distinct from the activity itself, such as improved job performance. The intrinsic
motivation is defined as the perception that users will want to perform an activity for no
apparent reinforcement other than the process of performing the activity per se. Davis,
Bagozzi [11] proposed that perceived usefulness as an extrinsic motivation and perceived
enjoyment as an intrinsic motivation. Generally, the output quality and perceived ease of use
have impact on perceived enjoyment and perceived usefulness. Moreover, they introduced
task importance as a moderator of the ease of use and output quality influences on usefulness.
Therefore, the output quality and perceived ease of use influence BI indirectly through
perceived usefulness and perceived enjoyment.

11. Uses and Gratification Theory (U&G)

This model seeks to analysis the reason for involvements of
people for certain communication medium compare to others. The use of media has gained
by which particular gratifications. The main focus of U&G is on the social and psychological
aspects of users use in their quest for motivation and satisfaction [34]. U&G includes three
main constructs; motivations, behavioral usage and gratifications/satisfaction. Motivation is
referred to the overall dispositions which influence on actions of people for their
requirements [35]. Behavioral usage refers to “patterns of exposure of use (such as amount of
use, duration of use, and type of use)”. U&G is unique framework to be applied in all kinds
of media in compare to other models such as TPB and DOI. U&G model not only can apply
in media environment for communication purposes but also, it can be utilized where the
media is used for play and work process.

12. The Model of PC Utilization (MPCU)

The Model of PC Utilization fits the IS perspective to forecast
individual acceptance and personal computer (PC) utilization. Since MPCU model assesses
actual behavior (personal computer usage) so they excluded behaviorintention from the
proposed model. Furthermore, habits also are not included in the model because habits have a
tautological relationship with current use in the context of PC utilization. MPCU specifically
evaluates the direct influence of affect, facilitating condition, long-term consequences of use,
perceived consequences, social influences, complexity and job fit on behavior. Results
confirm that job fit, social factors, long term consequences and complexity have strong
influences on PC usage. However, facilitating condition and affect do not have significant
effect on PC use. Although habits are a strong predictor of behavior, it has been excluded
from MPCU [36].

13. Unified Theory of Acceptance and Use of Technology (UTAUT)

Venkatesh, Morris [12] compared the similarities and differences
among the eight models which previously used in the context of information system, all of
which had their origins in sociology, psychology and communications. These models are
Technology Acceptance Model, Theory of Reasoned Action, combined TAM and TPB,
Theory of Planned Behavior, Model of PC Utilization, Diffusion of Innovation, Motivational
Model and Social Cognitive Theory. UTAUT identified four antecedents of the acceptance of
information systems. They were developed by tailoring the fourteen initial constructs from
eight acceptance theories [12]. The significant constructs are effort expectancy, performance
expectancy, social influence and facilitating conditions. Furthermore, four significant
moderating variables were identified; gender, experience, age and voluntariness of use.

14. Compatibility UTAUT (C-UTAUT)

Bouten [37] integrated compatibility beliefs developed by
Karahanna, Agarwal [38] into the UTAUT model developed by Venkatesh, Morris [12] to
improve the explanatory power of the UTAUT model. Additionally it aims at providing a
more thorough understanding of how the cognitive phenomena of the UTAUT model are
formed by identifying and testing new boundary conditions [37]. Since the study planned to
investigate the relationship between compatibility beliefs and behavioral perceptions, thus
measuring actual usage behavior was not of significance. Furthermore, it was cross sectional,
measuring behavioral intention instead of use behavior circumvents the potential problem of
retrospective analysis. Since the research was cross-sectional and did not test different time
periods, thus the relationships proposed by Venkatesh, Morris [12] relating to experience
could not be
copied exactly.

15. How technology like Artificial Intelligence and Advanced Algorithms are trapping the
young people into a trap?
Most of the digital content we consume is delivered to us through some
algorithm. That algorithm might be machine learning based or something simpler. Examples
of these content delivery systems include Spotify playlists, trending topics on Twitter, posts
on a subreddit, what’s displayed on the explore tab of any social media app. All of these
algorithms
 try to maximize the user to consume the content. The way these work is by using
historical data of what we have consumed in the past and gives us permutations of what we
have liked or consumed prior. If you go on Instagram and you’re looking at the “explore” tab 
— chances are you see a bunch of what you’ve looked at in the past. For example, if I look at
a bunch of motorcycle pictures the “explore” tab is going to show a bunch of motorcycle
pictures. But is this really an “explore”? This is more of a “similar” tab. The internet needs a
completely different experience that is contra to current recommendation algorithms or feeds
by showing us instead of trending up — what’s trending down. Instead of what’s similar to
what we’ve been looking at, what is completely different from what I looked at yesterday. All
these content delivery systems have been highly optimized to keep you engaged on websites
or applications, they’re not optimized to bring you value. These applications liken usage time
to value delivered to the user. “If you’re using the application longer than it’s providing you
more value” think of the key metrics on social media sites, they’re all based on making users
come back: Weekly Active Users, Monthly Active Users, Time spent in app, etc. They highly
optimize feedback loops to give you dopamine and what best way to continue getting you
coming back to the content delivery than showing you content very similar to the content you
have shown before. It’s quite lazy because it’s much simpler and risk adverse (making the
user leave the app/page) to show similar content than experiment and show you content you
may not connect with.

Nevertheless, most of these affirmations are of a speculative nature, based on

sporadic observations. Other studies have adopted an exploratory, mostly ethnographic
approach, which has improved our understanding of this emergent phenomenon. Still, little
quantitative empirical evidence exists about how technology adoption and literacy influences
the use of mobile telephony among young people. In view of the current state of research, we
aim at validating some of these insights

The question being raised in the research is, how adoption of newer technology is affecting
the behavior of the youngsters and what is their attitude towards the adoption of this modern
technology? To find out what was the attitude and behavior of youngsters towards the
adoption of new technology, we asked directly to the young people – that are aged between
19 to 25. We created a list of question related to technology usage and disruption, the positive
aspects of technology, the negative aspects of technology, about the new trends in
technology, about algorithms, about mental health issues etc., and circulated these questions
via WhatsApp and Instagram. These questions were circulated in a form of Google-Form, the
questions were multiple choice questions and the answer pattern was on 5-point scale, that is
(1) Strongly Agree (2) Agree (3) Neutral (4) Disagree (5) Strongly Disagree
 (1) Do you think technology made our life easier?
(2) Do you think that technological advancement has brought more harm than good?
(3) Do you think that schools should use more technology to help children learn?
(4) Do you agree or disagree that computers will replace teachers one day?
(5) Do you agree that there are still many more major technological innovations to be
made?
(6) Do you agree that some people suppose that technology makes us more complicated
rather than simpler?
(7) Do you agree that fast electronic devices such as mobile phones and computers have
made our life difficult?
(8) Better life was lived when technology was not so advanced?
(9) People are becoming increasingly less sociable due to the growing usage of smart
phones.
(10) Schools should use more technology to help children learn?
(11) Do you agree With the growth of online communication people will never feel
lonely again?
(12) Do you agree that You will not be able to finish your education without the
Internet?
(13) The growing use of communication technology a positive development for
society?
(14) Some people use social media to keep in touch with Other people and news
events. Do you think advantages of this technology outweigh?
(15) Do you agree that Technology has made banking more secure and safe?
(16) Computers and smartphones have led to an increase in social isolation
(17) Technology has been a reason for the production of weapons of destruction?
(18) Young children are spending more time surfing the internet, playing games,
and ignoring their real lives.
(19) without help of technology can people still grow
(20) Do you think Online Learning is better?
(21) Does Technology affect mental health ?
(22) Do you agree technology destroy our environment?
(23) Youngsters are moving toward technology?
(24) Does technology harm human beings?
(25) Technology helps in time management and efficiency.

After the circulation of the Google-Form, we received 57 responses, from

youngsters, working/educating in various fields such as Engineering, Business Management,
Information Technology, Agriculture Sector, Biology etc. The responses we received
revealed many different perspectives of the youth. The type of data we used to understand the
attitude and behavior of youth was in the form of Pie-Chart. The type of data we used for
answering our research question was appropriate and relevant to our question because
youngsters may not be interested in answering an interview, but as they are online all the day,
it would be very easy for them to respond and easy for us to collect their responses
Our goal in approaching youth, with these questions was to understand the thinking patterns
and thought processes of youngsters about, the way they viewed modern technology, the way
they used this modern technology, how this technology benefitted them and how this
technology harmed them.

Results:
Discussion and Conclusion:
As technology becomes increasingly central in the lives of youngsters, it is
important to understand the pros and cons of it. Technology may prove very beneficial if used
in a controlled manner, but it can similarly hazardous if used in an uncontrolled manner.
By surveying the people that are aged between 19-25, this study established that technology
is disrupting the lives of youngsters and is causing changes in their attitudes and behavior.
Technologies like Artificial Intelligence are designed in a way that, they make people spend
more and more time with technology, and this is working very well. Young people are stuck
in their gadgets and are spending more and more time in digital world rather than in reality.
This further is disconnecting them from reality. Tech is making youngsters lazier and they are
facing mental health issues. Issues like ADHD, aggression, depression and anxiety can be
observed among youngsters. Technology has also made the lives of youngsters easier in
many ways. Technology has made access to education very easy.
Future research into attitude and behavior of youngsters on the adoption of newer
technology should focus on analysing the differences between teens and young adults, as well
as examining possible gender differences. Also, we will need to relate our findings to the
overall behavior associated with technology of young people.