This paper empirically considers the importance of various influencing factors in mobile phone adoption discussed in theory. Using data from a large sample survey among the bottom of the pyramid in Bangladesh, Pakistan, India, Sri Lanka, Philippines and Thailand, the paper finds compelling evidence for significant social influence in the purchase of mobile phones by this population.
This influence is assessed both from a 'social pressure' angle as well as a 'social benefit' angle to recognize the importance of adoption behavior of one's close network and the perceptions of benefits in one's own adoption. Evidence is also found to confirm the importance of perceived economic benefits in mobile adoption among this group even though such benefits are found to be closely tied with social benefits.
This paper empirically considers the importance of various influencing factors in mobile phone adoption discussed in theory. Using data from a large sample survey among the bottom of the pyramid in Bangladesh, Pakistan, India, Sri Lanka, Philippines and Thailand, the paper finds compelling evidence for significant social influence in the purchase of mobile phones by this population.
This influence is assessed both from a 'social pressure' angle as well as a 'social benefit' angle to recognize the importance of adoption behavior of one's close network and the perceptions of benefits in one's own adoption. Evidence is also found to confirm the importance of perceived economic benefits in mobile adoption among this group even though such benefits are found to be closely tied with social benefits.
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