Authors: Debasish Roy
Addresses: All India Management Association, Aligarh Muslim University (AIMA-AMU), D 211, Sungrace, Raheja Vihar, Chandivali, Mumbai 400072, India
Abstract: Mobile telephony is touted to create unprecedented opportunities to reach information and deliver services to rural people, which were not available till now. Consequently, a deeper insight into theory-based research is required to better understand the underlying motivations for adoption of rural mobile applications. In the context of rural mobile applications, last mile realities bring additional dimension to adoption and continued usage. The aim of this paper is to explain, analyse and critically assess the use of existing theory in the context of rural mobile application, which is a rapidly evolving and recent phenomenon. A framework, comprising of constructs and their measurement items, which can correctly predict the level of adoption of rural mobile applications is proposed. Future research direction is explained.
Keywords: rural areas; mobile applications; technology adoption; India; mobile devices; mobile phones; cell phones; rural communities; UTAUT; TAM; technology acceptance model.
International Journal of Logistics Economics and Globalisation, 2013 Vol.5 No.3, pp.250 - 268
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 22 Jan 2014 *