Maity, Moutusy (2014) Mobile phone users from low socio-economic strata in Asia: the moderating roles of age and gender. International Journal of Technology Management & Sustainable Development, 13 (2), 177-200. (doi:10.1386/tmsd.13.2.177_1).
Abstract
This article investigates the continued usage of mobile telecommunication services (voice services and short messaging services (SMS)) among users from low socio-economic groups in Asia, and also examines the moderating effects of demographic variables age and gender on the intention to continue using these services. We investigate the phenomenon of information obtained using voice-based services and non-voice-based services by users from low socio-economic groups. This investigation brings together the Technology Acceptance Model (TAM) framework, and the information search paradigm to suggest a model for continued use of mobile phones. Data collected from individual telecommunication users across five South East Asian countries are analysed through structural equation modelling (SEM) to test the hypotheses. Findings demonstrate that for voice services, perceived ease of use (PEU) significantly affects intention in younger users (and not older users), while usefulness is a stronger predictor of intention for older users. For users of voice services and SMS, PEU significantly affects intention in males only, while subjective norm significantly affects intention only in females. From a public policy perspective, a greater emphasis may be placed on disseminating information about the benefits of mobile telecommunication among potential mobile phone users through groups that influence user behaviour.
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