Analysis of Smartphone Acceptance Through Technology Acceptance Model

Abstract

Smartphone is an enabling technology that is bringing people together in today’s world, via provision of essential communication services. The Smartphone market in Pakistan as well as around the world is growing rapidly. Pakistan has become the fifth largest Asian mobile phone market. It is therefore important to understand the reasons behind the exponential growth in mobile phones market in Pakistan. We focus on smart phones, as they are the upcoming standard in cellular technology and communication. This research is focused on evaluating the factors that affect the acceptance of Smartphone among its users. We use Technology Acceptance Model (TAM) to explore the said phenomenon. We have adopted a survey-based methodology for understanding Smartphone adoption. The survey was conducted on the target population composed of undergraduate, postgraduate students and academic faculty members from a large university in Pakistan. Results show the existence of diverse factors that play a positive and significant role for Smartphone acceptance amongst Pakistani consumers. Analysis supported the importance of multimedia capabilities and effective application base for a Smartphone. Similarly, Social Norms plays a significant role for using a Smartphone. Pivotal socio-technical factors that contribute in Smartphone adoption include After Sales Service, Applications, Multimedia, Social Norms and Technical Barriers.