Title: Adoption of Android smartphones and intention to pay for mobile internet: an empirical analysis of consumers in Pakistan

Authors: Wajeeha Aslam; Kashif Farhat; Laraib Ejaz; Imtiaz Arif

Addresses: IQRA University, Abid Town, Block-2, Gulshan-e-Iqbal, Karachi, Pakistan ' Universiti Utara Malaysia, Changlun, Kedah, Malaysia ' IQRA University, Abid Town, Block-2, Gulshan-e-Iqbal, Karachi, Pakistan ' IQRA University, Abid Town, Block-2, Gulshan-e-Iqbal, Karachi, Pakistan

Abstract: This study examined the influencing factors of Android smartphone's adoption and the intention to pay for mobile internet. The study was grounded in theory of reasoned action (TRA) to develop the framework of the study. Through an adapted 5-point Likert scale questionnaire, in total, 324 responses were analysed using PLS-SEM technique. The findings of the study revealed that design aesthetics, interface convenience and perceived infrastructure have a significant role in building phone users attitude towards using smartphone's, with the exception of perceived content. The attitude also appeared as a significant factor in influencing intention to adopt Android-powered smartphone's. Emotional value, performance/quality value, and social value had a significant impact on the development of intention to pay for mobile internet. However, the findings of the study failed to validate the impact of adoption of Android-powered smartphone's and price/value for money on the intention to pay for mobile internet services. The findings are valuable for the manufacturers of Android smartphone's in designing the mobile devices and for the service providers of mobile internet to design effective marketing strategies.

Keywords: Android smartphone's; mobile internet services; perceived values; PLS-SEM; theory of reasoned action; TRA.

DOI: 10.1504/IJBIR.2020.105928

International Journal of Business Innovation and Research, 2020 Vol.21 No.3, pp.428 - 446

Received: 05 Feb 2018
Accepted: 22 Sep 2018
Published online: 18 Mar 2020 *

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