PhD Proposal
ADOPTION OF NEW TECHNOLOGIES BY COMPANIES
AND ITS IMPACT ON CONSUMER BEHAVIOR
A Study of Mobile Manufacturing Companies In India
Submitted By:
TAHIR AHMAD WANI
Marketing/Consumer Behavior
Contents
Page No
3
2. Review of Literature
3. Research Objective
4. Hypothesis
4. Research Methodology
10
6. References / Bibliography
11
customer like should he postpone the buy or should he never purchase a product that shall be
outdated in a months time. Even though many of the researchers have tried to link the behavior
of customers with rapid technological adoptions by the companies yet much more of the work
is to be done.
Rapid adoption of technology is prevalent in almost all industries. The present study shall
focus on Mobile Phone Manufacturing Companies. The research shall try to fill the gap in the
existing literature. The research shall contribute to better understanding of the factors that
influences consumer behavior in electronic environment especially telecommunication
environment. There is lot of potential for further analysis of consumer behavior. Therefore the
research shall be important to develop new methods and techniques for evaluation of consumer
behavior in e-environment.
Review of Literature
There is a lot of researches done by international experts and students on topic how and
why people adopt to a new technology. The researchers are devoted to two important levels
organizations and individuals. ElinaGaile-Sarkane (2009) provides an exhaustive description
of the studies in the area of technology adoption. According to the authors point of view the
results of her survey confirm that consumer behavior is changing under the impact of new
technologies and especially under the impact of the internet and e-commerce. Davis, Fred D.
(1989) also tried to establish relationships between customer perceptions and acceptance of
changing Information and technology. He used the factors like usefulness-usage and use-usage
and tried to study their relations when customer perceptions when adapting to a new innovation.
Tao Zhang, (2011) suggested a new model to model the effects of user learning on
forcedinnovation diffusion. He argues that in innovation diffusion processes the decisions of
whether to adopt the innovation can either be made by the actual users freely and implemented
voluntarily, or be made by few authoritative individuals and implemented enforcedly. He
suggests that the model proposed can be used to study the relationship of buyer behavior with
adoption of innovations.
According to the model, user acceptance of mobile services is built on three factors: perceived
value of the service, perceived ease of use, and trust. And a fourth user acceptance factor:
perceived ease of adoption is suggested to get the users from intention to use to actual usage.
There are a lot of other theories that describe different factors what influences consumer
behavior and adoption of information technologies. For example, as most important
determinants that affect consumer behavior are (Vanketesh, Moore, 2003):
The degree to which an individual believes that using the system shall help him or her to
attain gains in job performance or performance expectancy;
The degree of ease associated with the use of the system or effort expectancy;
The degree to which an individual perceives that important others believe he or she
should use the new system or social influence;
Denisseulovs,
ElinaGaile-Sarkane
(2012)
also
concluded
that
their
survey
confirmedconsumer behavior is changing under the impact of new technologies and especially
under the impact of the internet and e-commerce. They also suggested that values of todays
customer are speed of actions, independence, conveniences, economy of resources. By joining
together aspects of three main theories - adoption of the technologies and, information seeking
behavior and changing consumer behavior it is possible to create recommendations for a
company who would like to perform in the market with newchannel of communication in the
internet Thus the study is not only beneficial to study consumer behavior but shall help firms to
have a better understanding of their new and existing customers.
(Hall and Khan), 2002 in the review of the adoption of new technologies tried to study both
intrinsic as well as extrinsic factors that can affect the behavior of the customers. According to
them whether new technology becomes a success or not depends on a great extent on dynamic
factors implicit in the process, such as ongoing improvement in both old and new technologies.
To them perhaps the most important such factor is the need to develop complementary skills
and capital goods, especially in the case of systemic or general purpose technologies such as
electricity and information technology. They focused to a great extent on micro-economic
determinants, in part because these have proved to be the most important in explaining the
broad patterns of technology diffusion, especially within a single country or economic system
Research Objective
1.
To find out the peculiarities of consumer behavior caused by rapid adoption of Mobile
Phone technologies.
2.
To Study the impact of rapid adoption of Mobile Phone technology on consumers
perception of Mobile Phone manufacturing industrys credibility.
3.
To gain new insights about how rapid adoption technology affects the mindset of
consumers towards changing products.
4.
To help companies understand their behavior of customers under changing product
offerings
Hypothesis
H1: Rapid adoption of Mobile Phone technology adoption has an impact on consumer
behavior.
H1.a: This increases the consumers trust towards the telecom company.
H1.b: This helps the telecom company to increase the customer base.
Sets
Measures
Hypothesis Testing
Chapter V: Results
Appendices
Select References
Davis, F.D. (1989). Perceived Usefulness, Perceived Ease of Use, and User
Acceptance of Information Technology, MIS Quarterly 13 (3), 319-340.
Hall and Khan ,Nov 2002, Adoption of New Technology, New Economy
Handbook