3G/4G Mobile Network Band Wagon in Pakistan: A Mixed Method Inquiry into Consumer Adoption Attitude
Keywords:
Social Influence, Innovation, Image, Price, Perceived-usefulness, Attitude- towards-useAbstract
Purpose: The purpose of this research was twofold; first to explore the basic level
of understanding of 3G/4G and to identify the factors considered most important by
consumers in shaping their adoption attitude. The second purpose was to
investigate the applicability of factors identified by 3G/4G adoption literature in
Pakistan.
Methodology/Design: Two separate studies were designed. In Study 1, nine focus
group interviews were conducted with university students, general consumers and
telecom employees of Islamabad. 9 factors were identifiedon the basis of importance
given by respondents. In Study 2, we tested a model based on the previous
literature with 610 mobile phone user of Islamabad.
Findings: Except two all hypothesis were accepted. Findings of both studies suggest
essential factors in shaping up 3G/4G adoption attitude.
Implications: Managerial implications, limitations and future research directions
are discussedat the end.
References
Al-Ajam, A. & Nor, K. (2013). Influencing factors on behavioral intention to adopt Internet
banking service.World Applied Sciences Journal, 22(11), 65-87
Allport, G. W. (1964). The fruits of eclecticism: Bitter or sweet? ActaPsychologica, 23, 27-44
Bartels, J., & M. J. Reinders. (2011). Consumer innovativeness and its correlates: A propositional
inventory for future research. Journal of Business Research,64(6), 601–9.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information
Technology, MIS Quarterly,13(3), 319-339.
Fornell, C., & Larcker, D.F., (1981). Evaluating structural equation models with unobservable
variables and measurement error.Journal of Marketing Research,18(1), 39-50.
Frimpong, K., Al-Shuridah, O., Wilson, A., & Sarpong, F. A. A. (2017).Effect of inherent innovativeness
and consumer readiness on attitudes to mobile banking. Journal of Financial
Services Marketing, 22(4), 187-201.
Garg, P., & Garg, A. (2013). An empirical study on critical failure factors for enterprise resource
planning implementation in Indian retail sector. Business Process Management Journal,
(3), 496-514.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling:
Rigorous applications, better results and higher acceptance. Long Range Planning,
(1-2), 1-12
Jang, S., & Lee, C. (2018). The Impact of Location-Based Service Factors on Usage Intentions for
Technology Acceptance: The Moderating Effect of Innovativeness. Sustainability, 13(2),
-91.
Joseph, J., Sriram, K. V., Rodrigues, L. L., Mathew, A. O., & Gana, K. C. (2018). An empirical
study on customer adoption of mobile payment application in India. International Journal
of Enterprise Network Management, 9(3-4), 363-375.
Lin, T. T., & Chiu, C. (2014).Investigating adopter categories and determinants affecting the
adoption of mobile television in China. China Media Research, 10(3). 102-143
Lu, J., Yao, J. & Yu, C. (2005) Personal innovativeness, social influences and adoption of wireless
Internet services via mobile technology. The Journal of Strategic Information Systems,
, 245-268.
Marchewka, Liu & Kostiwa (2007). An Application of the UTAUT Model for Understanding
Student Perceptions Using Course Management Software, Communications of the IIMA,
(2), 93-104.
Moon, M. A., & Attiq, S. (2018). Compulsive buying behavior: antecedents, consequences and
prevalence in shopping mall consumers of an emerging economy. Pakistan Journal of
Commerce and Social Sciences, 12(2), 548-570.
Moon, M. A., Habib, M. D., & Attiq, S. (2015). Analyzing the Sustainable Behavioral Intentions:
Role of Norms, Beliefs and Values on Behavioral Intentions. Pakistan Journal of Commerce
& Social Sciences, 9(2).524-539.
Moon, M. A., Javaid, B., Kiran, M., Awan, H. M., & Farooq, A. (2018).Consumer perceptions of
counterfeit clothing and apparel products attributes. Marketing Intelligence & Planning,
(7), 794-808.
Moon, M. A., Khalid, M. J., Awan, H. M., Attiq, S., Rasool, H., & Kiran, M. (2017). Consumer's
perceptions of website's utilitarian and hedonic attributes and online purchase intentions:
A cognitive–affective attitude approach. Spanish Journal of Marketing-ESIC, 21(2), 73-
Moon, M. A., Rasool, H., & Attiq, S. (2015). Personality and Irregular Buying Behavior: Adaptation
and Validation of Core Self-Evaluation Personality Trait Model in Consumer Impulsive
and Compulsive Buying Behavior.Journal of Marketing and Consumer Research,
, 121-131.
Moore, G. C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of
adopting an information technology innovation.Information Systems Research,2(3), 192-
Newby, M., H. Nguyen, T., & S. Waring, T. (2014). Understanding customer relationship management
technology adoption in small and medium-sized enterprises: An empirical study
in the USA. Journal of Enterprise Information Management, 27(5), 541-560.
Ntsafack, F. W., Kamdjoug, J. R. K., & Wamba, S. F. (2018, March). Exploring Factors Affecting
Mobile Services Adoption by Young Consumers in Cameroon.In World Conference on
Information Systems and Technologies (pp. 46-57).Springer, Cham.
Pagani, M. (2004).Determinants of adoption of third generation mobile multimedia services.
Journal of Interactive Marketing, 18(3), 46-59.
Pfeffer, J. (1982). Organizations and Organization Theory. Marshfield, MA: Pitman Publishing.
Pope, C., Ziebland, S., & Mays, N. (2000).Analysing qualitative data. BMJ : British Medical
Journal, 320(7227), 114–116.
Rogers, E., (1995). Diffusion of Innovations, (4thed.), New York. The Free Press
Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics. Allyn &
Bacon/Pearson Education.
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing
models. Information Systems Research, 6(2), 144-176.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model:
Four longitudinal field studies. Management Science, 46(2), 186-204.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information
technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on
eWOM intentions: the moderating role of technology acceptance factors. Journal of
Hospitality & Tourism Research, 41(1), 93-127.
Zaidi, M. "Next-generation license: Govt raises $1.128 billion in spectrum auction". Retrieved 23
April 2014.https://tribune.com.pk/story/699257/spectrum-auction-live-updates/
