Title: An extended technology acceptance model for predicting smartphone adoption among young consumers in Greece

Authors: Irini D. Rigopoulou; Ioannis E. Chaniotakis; John D. Kehagias

Addresses: Department of Business Administration, Athens University of Economics and Business, R. Feraiou & Afroditis Str., GR-19005 N. Voutzas c' entrance, N. Makri - Attika, Greece ' Hellenic Open University, Tutor 28 Lefkosias Str., Papagou 15659, Greece; Agri-Business Division, Piraeus Bank, Athens, Greece ' Hellenic Open University, R. Feraiou & Afroditis Str., GR-19005 N. Voutzas c' entrance, N. Makri - Attika, Greece

Abstract: This study aims to investigate the effect of variables related to innovation diffusion theory and value consumption theory on young consumers' intentions in the mobile/wireless market. Using the expanded proposed conceptual model, the authors aim to address personal and social issues surrounding smartphone adoption. Based on a quantitative empirical study of 310 respondents, the proposed model suggests that the constructs under examination are linked through established relationships. More specifically, the 'intention to buy a smartphone' is affected by 'perceived usefulness', 'perceived ease of use' and 'materialistic values'. Perceived usefulness (PU) is strongly affected by 'perceived compatibility', which is affected by 'social influence'. 'Materialistic values' are positively influenced by 'social values', which are affected by 'social influence'. Finally, 'perceived ease of use' (PEoU) is influenced by 'perceived behavioural control'. It is argued that the combined use of the value consumption and innovation diffusion theories in the context of the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) provides a more integrated theoretical framework to further investigate consumers' behavioural intentions towards technology-related product categories with significant theoretical and managerial implications.

Keywords: compatibility; mobile; smartphone; TAM; TPB; value consumption; wireless.

DOI: 10.1504/IJMC.2017.10004834

International Journal of Mobile Communications, 2017 Vol.15 No.4, pp.372 - 387

Accepted: 29 Jun 2016
Published online: 28 Apr 2017 *

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