Title: Evaluation of individuals' behaviour patterns towards cellular network: an empirical study of Pakistan

Authors: Masood Ul Hassan; Zeeshan Iqbal; Maimoona Malik

Addresses: Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan ' Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan ' Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan

Abstract: Pakistan Vision-2025 put telecommunications as one of the six technologies giving birth to entire new sectors of economic activity including cellular sector. Therefore, this study aimed to develop and test a parsimonious model of Pakistanis subscribers' behavioural intention towards cellular network by enriching the theoretical lenses of TRA, TAM and TPB with other constructs such as perceived cost, perceived expressiveness and network quality. The researchers employed convenient sampling method for data collection by distributing self-administrated questionnaires among the university students. Structural equation modelling was used to analyse the data. The results showed that perceived ease of use is the major determinant of attitude towards cellular network followed by network quality and perceived usefulness. Moreover, perceived cost is the major determinant of behavioural intention followed by perceived attitude, perceived behavioural control, social influence, and perceived expressiveness. Theoretical and practical contributions, limitations, and directions for future research have also been discussed.

Keywords: theory of reasoned action; TRA; theory of planned behaviour; TPB; technology acceptance model; TAM; cellular network; telecom sector; Pakistan.

DOI: 10.1504/IJBIR.2019.096899

International Journal of Business Innovation and Research, 2019 Vol.18 No.1, pp.64 - 86

Received: 03 Apr 2017
Accepted: 29 Oct 2017
Published online: 13 Dec 2018 *

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