An Investigation into the Adoption of Smartphone in India-UTAUT Model

Bibhuti B Pradhan and Sasanka S Mishra

There is a phenomenal growth in the digital market of India. In the digital age of smartphones, there is the appreciable innovation in technology, creativity and usage of the Indians. There are several applications like social networking, gaming, shopping, videography etc. that is penetrating into the nerves of the people. The study was conducted with an intention to know the key factors influencing the adoption of Smart phones in India. In order to fulfil the objective the data was collected from a well-drafted questionnaire make out of the scale developed by (Venkatesh, 2011) and was modified according the Smartphone context. The data was collected during the months of June 2018 to December 2018 using purposive sampling method. Around 900 questionnaires were administered to collect the data out of 842 questionnaires were found to be useful for data analysis. The finding revealed that for smart phones the most vital and strongest predictor is habit which has been researched in many studies where addiction of smart phone also has been undertaken as critical topic for research.

Volume 11 | 10-Special Issue

Pages: 380-385

DOI: 10.5373/JARDCS/V11SP10/20192817