Understanding technology adoption processes of Low-Income Consumers
by Raquel Castano; Gerardo Lozano; Raul Martinez; Adan Reyes
International Journal of Business Competition and Growth (IJBCG), Vol. 2, No. 1, 2012

Abstract: This study analyses the drivers and inhibitors that affect technology adoption among Low-Income Consumers (LICs). In particular, the study analyses the functional and emotional meanings of mobile telephony for LICs in Mexico. Results of a qualitative investigation show that the possibility of being connected to family and friends and brand trust are important drivers in technology adoption. In contrast, the main inhibitors to adoption are affordability and the perceived learning effort associated with use of the product. This paper also suggests direction for further research into adoption of technologies in emerging economies.

Online publication date: Sat, 15-Nov-2014

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