Академический Документы
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4, 2017
Irini D. Rigopoulou*
Department of Business Administration,
Athens University of Economics and Business,
R. Feraiou & Afroditis Str., GR-19005 N. Voutzas c entrance,
N. Makri - Attika, Greece
Email: erigop@aueb.gr
*Corresponding Author
Ioannis E. Chaniotakis
Hellenic Open University,
Tutor 28 Lefkosias Str., Papagou 15659,
Greece
and
Agri-Business Division,
Piraeus Bank, Athens, Greece
Email: ichaniotakis@yahoo.gr
John D. Kehagias
Hellenic Open University,
R. Feraiou & Afroditis Str., GR-19005 N. Voutzas c entrance,
N. Makri - Attika, Greece
Email: jkehagias@eap.gr
argued that the combined use of the value consumption and innovation
diffusion theories in the context of the Technology Acceptance Model (TAM)
and the Theory of Planned Behaviour (TPB) provides a more integrated
theoretical framework to further investigate consumers behavioural intentions
towards technology-related product categories with significant theoretical and
managerial implications.
1 Introduction
Predictability of behaviour stems from motives, but it may equally proceed from
obstacles to behaviour; thus, it is important to specify the variables that explain an
individuals behaviour. Needs, consequences and other influencing forces, such as self-
regulation and/or determination, significantly contribute to the understanding of how to
predict behaviour.
Nevertheless, in recent years, the discussion of behavioural issues has moved from
how a person behaves to what might affect that persons future choices, thus explaining
the shift in focus from motivation to adoption in general (Howard, Marshall and
Swatman, 2010). Issues related to the adoption of innovations, particularly for products
experiencing rapid growth and noticeable market penetration, such as smartphones, are of
special interest.
Two of the models that have been used in the domain of choice influences are the
Theory of Planned Behaviour (TPB) (Ajzen, 1991) and the Theory of Reasoned Action
(TRA) (Ajzen and Fishbein, 1980), although the first model largely stems from the
374 Irini D. Rigopoulou et al.
second. The relevance of TPB has remained robust and visible over time; according to
results on Google Scholar (http://scholar.google.com) on 25 April 2016, more than
995,000 studies have used TPB, and of those, more than 17,100 were published since
2015. In addition, the importance of this theory is reflected in several meta-analyses that
have confirmed the general predictive utility of the TPB model (Rise, Sheeran and
Hukkelberg, 2010). The foundation of the Technology Acceptance Model (TAM) (Davis,
Bagozzi and Warshaw, 1989) is based on the TPB. However, Baron, Patterson and Harris
(2006) note that the traditional TAM has likely reached its limits in terms of explaining
behavioural intentions and that the integration of other constructs may enrich, thus
enhance, its predictive validity. In addition, Choi and Totten (2012) stress that TAM has
to be integrated into a broader model that would include variables related to both human
and social change processes.
Considering the above issues, the proposed model in this study depicts the evolution
of models that are broadly recognisable and respectful - namely, TRA, its later derivation
TPB, and TAM, which was influenced by TRA. Thus, subjective norms and
behavioural control by TPB as well as two specific attitude indications - namely,
perceived usefulness and perceived ease of use, as recommended by TAM - are the
core variables of the proposed model. However, there is an effort to expand the initial
model by considering the specialties and uniqueness of the particular product category of
smartphones. Two characteristics are particularly critical to this product category: (a) the
relationship between the technology and the innovation-related appeal of the product
category, which is strongly related to personality-related parameters, and (b) its specific
consumption values (i.e., social and materialistic).
Therefore, the approach of this research extends beyond current conceptualisations of
the initial models. More specifically, the proposed model is formed by incorporating
elements borrowed from innovation diffusion theory (Rogers, 2003) and the value
consumption theory of Sheth, Newman and Gross (1991). To date, the relevant literature
is mostly fragmented because it approaches the arising issues from a specific perspective,
which offers a limited contribution to the understanding of the underlying complexity of
the constructs involved. Authors contend that by studying issues related to the adoption
of smartphones through a more holistic perspective, particularly by incorporating self-
related parameters confirmed to predict adoption, more salient benefits for both
academics and practitioners can be gleaned.
The two research objectives of this study are interrelated. The main objective is to
investigate and empirically test the relationships that emerge between significant,
established constructs that have not yet been investigated. As a necessary next step, our
secondary objective is to elaborate further on these constructs.
The remainder of the article proceeds as follows. First, a review of the relevant
literature is presented, highlighting the research gaps related to the mobile and wireless
product category, as well as the intended contributions of the study. The methodology
and the results of the survey conducted are then described. Finally, there is a discussion
of the managerial implications and the presentation of limitations of the findings and
directions for further research.
Predicting smartphone adoption among young consumers in Greece 375
2 Literature review
The TRA (Ajzen and Fishbein, 1980) states that individual behaviour is driven by
behavioural intentions, which in turn are driven by individuals attitudes towards the
subjective norms surrounding the behaviour. TPB enriches this view by adding a
behavioural control variable, that is, individuals perceptions of the ease of performing
the behaviour (alternatively, self-efficacy can serve as this variable). (Ajzen, 1991),
which was built on the TRA, was initially adopted to explain computer-related
technologies. It proposes that perceived usefulness and perceived ease of use are the main
variables for the prediction and adoption (acceptance and use) of new technology.
According to Davis et al. (1989), perceived usefulness refers to the degree to which
people believe that using a particular technology enhances their personal performance.
Perceived ease of use captures individuals predisposition to avoid expending effort
related to the use of a particular technology, such as smartphone technology. Thus, both
are attitudinal manifestations.
Research in the domain of technology adoption follows two lines of inquiry, one that
extends the TAM model by incorporating additional constructs, or one that uses the TRA
and TPB models, through the incorporation of elements borrowed from psychology and
marketing in general (Turel Serenko and Bontis, 2010). Apart from many contributions
that focused on a specific model/company/brand and not on the product category as a
whole (Faliagka, Rigou and Sirmakesis, 2014), studies have used several technology-
related models, such as the Mobitrack (Verkasalo et al., 2010).
Bauer et al. (2005) maintain that further research is needed on smartphones,
customers, and marketing centred on a broader perspective. This gap has been bridged by
a growing number of publications on parameters affecting adoption but with regard to
mobile services (e.g., Bruner and Kumar, 2005) rather than smartphones (Kang, Hur and
Minhee Son, 2014).
The theory of consumption value (TCV) is prevalent among the theories that address
the aspect of value. These theories, which are recognised as critical in explaining the
buying decision-making process, give a central role to the concept of consumption value
as proposed by Sheth, Newman and Gross (1991). The usefulness of the consumption
value theory stems from the fact that it uses and further leverages knowledge from
different domains such as sociology, psychology, and marketing and consumer
behaviour. This synergistic utilisation allows TCV to suggest that customers attach
different types of value to the products and/or services they want to possess, and these
perceived types of value play a motivational role in their decision-making processes
(Yeo, Mohamed and Muda, 2016).
2.1.4 Social and materialistic value, borrowed from value consumption theory
The concept of social and materialistic values has been treated as a strategic imperative in
business as well as in the relevant literature, mainly in the retail setting. This is because
choice and consumption are far more than cognitive processes; they also satisfy
individuals with strong personal and social needs. Moreover, symbolic, hedonic and
aesthetic aspects may be equally important as utilitarian ones in buyers evaluation
processes, as recognised by Sheth, Newman and Gross (1991), who propose the theory of
consumption values as consisting of five dimensional measures of value: functional,
emotional, epistemic, conditional and social. Research has shown that social values
influence consumer behaviour (Jansson, Marell and Nordlund, 2011) by being powerful
forces in the formation of attitudes and behaviours.
Although prior research has demonstrated the direct effect of subjective norms on
behavioural intentions (Schepers and Wetzels, 2007), recent studies have recognised that
these norms can influence behavioural intentions indirectly through the incorporation of
social influence into ones belief or value system (Venkatesh and Davis, 2000). Thus, the
incorporation of social values into adoption models by connecting them with social
influences seems necessary, as it has repeatedly been confirmed (Park and Han, 2013).
For example, Cho (2011) recognises the social influences in determining adoption in
technology-related contexts. The interconnection of social influences and belief systems
provides the grounds for the emergence of values as a driver of behavioural intentions in
all situations. Zhang and Kim (2012) suggest that Chinese consumers are more apt to
focus on external rather than internal social needs and that because their image in a social
378 Irini D. Rigopoulou et al.
group is an important concern, they often purchase goods as a method to integrate into
the group.
By taking the matter a step further, in a materialistic world, possessions operate as
social signifiers, and because possessions occupy a central role in individuals lives and
are often recognised as sources of happiness, they can be incorporated into peoples value
systems. In this context, people who are driven by materialistic values, the materialists,
tend to place more value on possessions and their acquisitions; therefore, materialism is
an important trait to explain behaviour (Iskender and Akin, 2010).
The relationship between social influences and materialistic values has been firmly
established by several researchers who have confirmed that materialism is related to
consumers attitudes (Steenkamp and de Jong, 2010). Wang and Wallendorf (2006)
reason that consumers materialistic values may affect their evaluation of publicly
consumed products with symbolic meanings related to social status. Several causal
relationships between materialistic values and behavioural intentions have been proven
(Kozar and Marcketti, 2011), particularly for smartphones, given their symbolic value as
a material possession (Chan, 2008); therefore, smartphones and materialism are highly
correlated (Lee et al., 2014).
This discussion clarifies that social and materialistic values are tightly interwoven
into the fabric of consumers buying behaviour (Lee et al., 2014); therefore, they should
be incorporated in the proposed model as reflections of social influences (Flight, DSouza
and Allaway, 2011). Thus, the related hypotheses are as follows:
H5: Social influences have a direct and positive effect on social values in the case of
the adoption of smartphones.
H6: Social values have a direct and positive effect on materialistic values in the case
of the adoption of smartphones.
H7: Materialistic values have a direct and positive effect on behavioural intention in
the case of the adoption of smartphones.
And, in relation to the notion of compatibility presented previously,
H2: Social influences expressed by subjective norms have a direct and positive effect
on the perceived compatibility of the smartphone product category.
H3: Social value has a direct and positive effect on perceived compatibility of the
smartphone product category.
H9: Perceived ease of use positively affects behavioural intentions in the case of the
adoption of smartphones.
As shown in Figure 1, the proposed model is tested for validation. However, it should be
noted that the proposed model recognises intention as a sufficient predictor of behaviour.
This notion is also in line with a broad body of empirical research. For example, Chen,
Cheng and Palen (2009) treat intention as a sufficient predictor of actual behaviour, thus
choosing intention as the outcome variable of the investigation.
3 Methodology
As the traditionally supported relationships by the TAM and TPB are not sufficient to
explain behavioural intentions for all of the product categories and across all of the
market segments, an extended version of these models is proposed and tested in this
study. More specifically, the aim is to investigate the relative effect of other variables
borrowed from innovation diffusion theory and value consumption theory on young
consumers intentions to buy smartphones. The choice of smartphones in the mobile
market, as a vehicle for further developing TAM and TPB, is linked to the premise that
they are perceived differently than other technology-related objects (Verkasalo et al.,
2010) and that young consumers are more sensitive to prestigious and socially
recognisable product categories than other market segments.
3.2 Sampling
For the data collection, a survey was designed and tested at the Athens University of
Economics and Business. The target population comprised graduate and postgraduate
students. The research questionnaire, which was developed in Greek through back-
translation of the scales, was administered through a web-based research application to
1,000 students who were enrolled in the Business Administration Department. In total,
310 usable questionnaires were received, for a response rate of 31%. In accordance with
Hair et al.s (1992) criterion, which specifies that a sample size should be at least five
times the estimated parameters, we considered the number of usable questionnaires
adequate. Moreover, this sample size fulfils the requirements set by most researchers who
would recommend at least 200 questionnaires or 5 to 10 cases per parameter (Kline,
2011).
Predicting smartphone adoption among young consumers in Greece 381
According to the results, the chi-square statistics showed a good fit of the model (see
Table 2). In addition, all of the important indicators of the model fit were above the
accepted values, thus providing adequate validity to the proposed model. The chi-square
statistic was not significant, the goodness-of-fit index (GFI) was close to 1.00, the
comparative fit index (CFI) was greater than .90 and the root mean square error of
approximation (RMSEA) was less than .05, indicating its robustness.
Fit indices 2 p. 2/df ratio GFI AGFI IFI TLI CFI RMSEA
Value 433.005 0.000 1.622 0.901 0.880 0.953 0.946 0.952 0.045
Suggested >0.05 <2.00 >0.90 >0.90 >0.90 >0.90 >0.95 <0.050
values
2/df ratio < 2 (Marsh and Hocevar, 1985), GFI > 0.90, AGFI > 0.90, IFI >
0.90, TLI > 0.90 (Hair et al., 1998), CFI > 0.95 (Hu and Bentler, 1999),
RMSEA < 0.07 (Hair et al., 1998)
In summary, with the expanded proposed model, there was an effort to address personal
and social issues that surround smartphone adoption. The model, as depicted in Figure 2,
confirms that the constructs under examination are linked through established
relationships. More specifically, the intention to buy a smartphone is affected by
perceived usefulness, perceived ease of use (as suggested by TAM) and materialistic
values. Perceived usefulness is strongly affected by perceived compatibility, which is
affected by social influence. Materialistic values are positively influenced by social
values, which are influenced by social influence. Finally, perceived ease of use is affected
by PBC.
5 Discussion
The findings of this study confirm the central premise of TAM, which states that
individuals behavioural intentions are determined by cognitive assessments of outcomes
(e.g., perceived usefulness), and of TPB, which confirms the existence of the effect of the
additional parameters of subjective norms and behavioural control. It was also
established, through the results of this study, that these assessments are enriched by other
personally and socially related variables that exert significant indirect effects on
behavioural intentions. The current study shows that attitudes towards an object and
social and psychological influence factors are closely linked, both playing determining
roles in influencing behavioural intentions. Therefore, as we indicated previously, the
combined use of the value consumption and innovation diffusion theories in the context
of TAM and TPB provides a more integrated theoretical framework to further investigate
(young) consumers behavioural intentions towards technology-related product
categories.
smart phones have been changing the ways in which people manage their everyday
lives, an integrated model is derived that specifies key drivers of individuals intentions
to use/adopt smartphones, by building on established theoretical considerations. Using
data from an empirical study, the proposed model was validated, allowing for further
verification in other product categories.
Having tested the proposed relationships of the variables used in the model
construction and then incorporating them into an integrated model, this study makes a
significant contribution to the extant literature as well as practice in three aspects, thus
offering insight for both academics and practitioners. First, by developing links with
established theories of consumer behaviour, this study contributes to the body of
literature on goods undergoing unprecedented growth and having multifaceted
technology applications. The study comes at a time when the importance of illuminating
the factors affecting behavioural intentions is critical for smartphones because mobile and
wireless adoption rates have continued to increase rapidly, particularly in many emerging
countries. In developed countries, where the product category is already being
established, other deduced services are now following their adoption process. This was
primarily achieved by addressing the social and personal variables borrowed from the
value consumption and innovation diffusion theories. Furthermore, by specifying critical
parameters of customer behaviour that should be considered, the study provides reliable
insights into other mass-oriented and technology-related products and services (such as
tablets and/or GPS or smart home technology) that are already or are planned to enter
the market or to expand their market share. Moreover, because the respondents are
customers affected by a long economic crisis, the study results provide additional
implications, particularly considering the recession period experienced by Greece.
According to Euromonitor International, Despite cuts in consumer spending due to the
economic recession, the proliferation of smart phones remained strong during 2014 (as
well as 2015), changing the landscape of mobile telephony in Greece. . . . It is clear that
the momentum of smart phones is not coincidental; rather, it represents a new reality,
whereby smart phones have established their dominance. The proposed model provides
useful insight for managers in Greece as well as for other ridden markets. Because this
particular fact was not listed in the research objectives of the particular study, this can be
a useful insight for further research.
Modern consumers have become attached to their smartphones and use them for
socialisation, to obtain information and as work tools. With mobile and wireless
communication affecting the daily lives of many consumers, an in-depth understanding of
the drivers of the buying decision-making process should be of great value to marketers.
Adopting a narrow perspective for treating this particular product category would be
inefficient and fatal to product-launching initiatives. For marketers striving for market
growth and market share, the parameters and their relationships in the proposed model
offer a comprehensive predictive tool for gaining insight throughout the products life
cycle.
Furthermore, marketers must divide their attention and resources between monitoring
the social environment of their markets and understanding how it affects the social and
materialistic values of their target groups. Simultaneously, they should focus on
designing and promoting their products by satisfying three criteria: the PBC of the target
group, the ease of use of the new products (smartphones and tablets) and the perceived
compatibility between the products identity and the target groups mix of social and
materialistic values. Companies could use mass communication messages aligned with
384 Irini D. Rigopoulou et al.
sales talks developed for salespeople at the retail levels as well as with e-campaigns on
their websites and in social media to enhance the holistic compatibility with their target
groups self-identity.
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Appendix
Table 1 Items and constructs under examination (dependent variable = behavioural intention)
Social influence
People important to me think that I should use ... (smartphone).
People important to me expect me to use the ... (smartphone).
People who influence me think that I should use ... (smartphone).
Social values
Before buying a product, I think about what my friends will think about it.
I often adopt options that I know comply with the choices of others.
I want to know which products and brands project a good image to others.
Materialistic values
My life would be better if I bought some luxury items that I do not have.
I would be happier if I could buy more luxury items.
Sometimes it bothers me that I cannot buy what I would like.
Compatibility
I find that using a smartphone is suitable to my gender.
I find that using a smartphone is suitable to my age.
I find that using a smartphone is suitable to my education level.
I find that using a smartphone is suitable to my income.
Perceived behavioural control
The use of a smartphone is something that I think I can control.
I have the knowledge and the skills to use a smartphone.
I have enough knowledge to participate in an exchange of views about the smartphone.
Perceived usefulness
Using a smartphone improves my communication ability.
Using a smartphone is beneficial for me.
By using a smartphone, I manage to gain time in my everyday life.
Generally, a smartphone is very useful.
By using a smartphone, I am more effective in what I do.
Perceived ease of use
The use of a smartphone is very complex.
The use of a smartphone is confusing.
It took me a long time to learn how to use a smartphone.