Factors Influencing Consumer Adoption of Smartphones: Evidence from Rural Areas of Pakistan

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Abstract

The global COVID-19 pandemic disrupted education and restricted travel for many people, escalating the use of smartphones as educational tools. This paper analyses the factors influencing consumer adoption of smartphones from the perspective of college and university-going students belonging to rural areas of Pakistan. The paper aims to assess the impact of perceived enjoyment, perceived usefulness, social influence and personal characteristics on the consumer adoption of smartphones, particularly during and after the unprecedented times of the COVID-19 pandemic. This quantitative study uses questionnaires to obtain insights from 398 college and university-going students who regularly travel from rural areas of Pakistan to acquire education in cities. The study uses IBM-SPSS Statistics software to investigate the relationship of perceived enjoyment, perceived usefulness, social influence and personal characteristics with the consumer adoption of smartphones. The findings of this study can assist marketers in dedicating marketing efforts in line with the factors that shape young people’s perception towards adoption of smartphones in rural areas.