Open AccessTechnology acceptance and purchase intention towards 3G technology among millennial smart phone users: A case of Pakistan
Author(s) -
Muhammad Zeeshan Haroon,
Ilman Majid Abdul Qadir,
Zaki-Uz Zaman
Publication year - 2017
Publication title -
management science letters
Language(s) - English
Resource type - Journals
eISSN - 1923-9343
pISSN - 1923-9335
DOI - 10.5267/j.msl.2016.11.003
Subject(s) - smart phone , business , technology acceptance model , computer science , mobile phone , marketing , internet privacy , advertising , telecommunications , usability , human–computer interaction
This study aims to investigate the technology acceptance and purchase intention for Third Generation (3G) technology in Pakistan’s telecom sector. In such respect, Technology Acceptance Model (TAM) has been used to find the effects of the independent variables (Perceived Usefulness, Perceived Ease of Use, Perceived Value, Perceived Enjoyment, Personal Innovativeness and Price) on dependent variable (purchase intention). The study population consisted of smartphone users among Millennials in district Haripur-a region in transition towards urbanization. 200 respondents provided the useable data. The results of the study show that perceived usefulness, perceived ease of use, perceived value, perceived enjoyment, personal innovativeness, and price have a significant and positive relationship with purchase intention which validates the growing acceptance of advanced technologies in such regions.\ud\u