Authors: Costas Assimakopoulos; Eugenia Papaioannou; Christos Sarmaniotis; Marianna Fidanyan; Christos K. Georgiadis
Addresses: Department of Marketing, Alexander TEI of Thessaloniki, P.O. Box 141, 57400, Sindos, Thessaloniki, Greece ' Department of Informatics, University of Macedonia, Egnatia 156, P.O. Box 1591, 54006, Thessaloniki, Greece ' Department of Marketing, Alexander TEI of Thessaloniki, P.O. Box 141, 57400, Sindos, Thessaloniki, Greece ' Department of International Economic Relations, Yerevan State University, Alex Manoogian 1, Yerevan, Armenia ' Department of Informatics, University of Macedonia, Egnatia 156, P.O. Box 1591, 54006, Thessaloniki, Greece
Abstract: The main purpose of this study was to investigate factors that might affect Greek and Armenian students' attitudes and intentions in adopting smart phones. An empirical investigation was carried out. The sample included 951 students from Greece and Armenia. Users of smart phones were segmented into three clusters and the characteristics of each cluster were depicted. Additionally, gap analysis was employed in order to measure user disconfirmation of perceived smart phone quality. Moreover, we provided a deeper insight into identifying variables that affect the individual's attitude towards adopting smart phones by employing technology acceptance model (TAM) as the base model. An enhanced TAM was tested in order to find out how willing Greek and Armenian students are in adopting new smart phones. Findings of this study will be helpful for marketers to develop proper strategies for marketing smart phones as well as to enable researchers to further study new dimensions of TAM.
Keywords: enhanced TAM; technology acceptance model; user attitudes; smartphones; intention to adopt; Greece; Armenia; gap analysis; perceived quality; marketing strategies.
International Journal of Technology Marketing, 2013 Vol.8 No.3, pp.238 - 253
Received: 12 Dec 2012
Accepted: 09 May 2013
Published online: 25 Jul 2013 *