Indian Journal of Marketing

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Acceptance of Mobile Apps among Bottom of Pyramid Customers of Urban Areas


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1 Amity Business School, Sector 125, Amity University, Noida - 201 303, Uttar Pradesh, India
     

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India houses the world’s leading and most rapidly increasing digital bases, with 560 million internet subscribers, next to China. The emergence of low-cost smartphones and falling internet rates make mobile apps more accessible to people in the lower-income groups. These apps are not only downloaded for entertainment and information, but they also appear to be increasing the income base. The thriving mobile app economy has unlocked opportunities for thousands of low-income customers for income enhancement. Many studies have been conducted to determine the acceptance of mobile phones amongst the bottom of pyramid customers, but acceptance of mobile applications is still in its infancy stage. The paper attempted to understand the acceptance of mobile-based applications among the bottom of pyramid customers in urban areas using the technology acceptance model. Primary data were collected from 296 urban bottom of pyramid customers. Following this analysis, the researchers observed that if the bottom of pyramid customers perceived the mobile application’s usefulness for themselves, it resulted in a significant positive effect on attitude towards usage, which will lead to acceptance. The study also presented breakthrough managerial implications for practitioners working on BOP.

Keywords

Bottom of the Pyramid, Mobile Applications, Technology Acceptance Model.

Paper Submission Date : July 25, 2021 ; Paper sent back for Revision : May 16, 2022 ; Paper Acceptance Date : June 15, 2022 ; Paper Published Online : September 15, 2022

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  • Acceptance of Mobile Apps among Bottom of Pyramid Customers of Urban Areas

Abstract Views: 251  |  PDF Views: 1

Authors

Pooja Sehgal Tabeck
Amity Business School, Sector 125, Amity University, Noida - 201 303, Uttar Pradesh, India
Anurupa B. Singh
Amity Business School, Sector 125, Amity University, Noida - 201 303, Uttar Pradesh, India

Abstract


India houses the world’s leading and most rapidly increasing digital bases, with 560 million internet subscribers, next to China. The emergence of low-cost smartphones and falling internet rates make mobile apps more accessible to people in the lower-income groups. These apps are not only downloaded for entertainment and information, but they also appear to be increasing the income base. The thriving mobile app economy has unlocked opportunities for thousands of low-income customers for income enhancement. Many studies have been conducted to determine the acceptance of mobile phones amongst the bottom of pyramid customers, but acceptance of mobile applications is still in its infancy stage. The paper attempted to understand the acceptance of mobile-based applications among the bottom of pyramid customers in urban areas using the technology acceptance model. Primary data were collected from 296 urban bottom of pyramid customers. Following this analysis, the researchers observed that if the bottom of pyramid customers perceived the mobile application’s usefulness for themselves, it resulted in a significant positive effect on attitude towards usage, which will lead to acceptance. The study also presented breakthrough managerial implications for practitioners working on BOP.

Keywords


Bottom of the Pyramid, Mobile Applications, Technology Acceptance Model.

Paper Submission Date : July 25, 2021 ; Paper sent back for Revision : May 16, 2022 ; Paper Acceptance Date : June 15, 2022 ; Paper Published Online : September 15, 2022


References





DOI: https://doi.org/10.17010/ijom%2F2022%2Fv52%2Fi9%2F171984