A Quantitative Model of Smartphone Adoption Among Urban and Rural Nigerians: The Role of Social Context In Ensuring Continuous Usage


A Quantitative Model of Smartphone Adoption Among Urban and Rural Nigerians: The Role of Social Context In Ensuring Continuous Usage


Iyanda O. A. PhD, MSc. MBA, FCA

Tristate Healthcare System, Agodi GRA, Ibadan, Oyo State, Nigeria

American Journal of Computer Sciences and Applications


Rapid diffusion and adoption of smartphone technologies could accelerate development in developing nations like Nigeria. Much is known about the factors that influence technology adoption and continuous use in general, but these theories of socio-economic impact have rarely been tested in Nigeria. Additionally, there may be differences in technology adoption and use behaviors between urban and rural settings. Such differences could influence strategies for encouraging widespread smartphone adoption in Nigeria. Therefore, the present quantitative, survey study sought to test a theoretical model of smartphone adoption and continuous use based on the unified theory of acceptance and use of technologies as well as on expectation confirmation theory. Using factor analysis and partial least squares analysis, this research tested a set of hypotheses related to intention to use smartphones and continuous use, exploring the moderating role of urban versus rural locations. The study discovered that, among Nigerians with high performance expectancy, those who lives in urban areas are more likely to intend to use smartphones when compared with their rural counterparts. The study concluded that social, socio-economic, and infrastructure factors enable urban dwellers to utilize smartphones, whereas context factors make smartphone adoption more difficult in rural areas. That is social influence was positively correlated with intention to use smartphones. Additionally, there is a strong positive correlation between intent to use and continuous usage of mobile technologies, justifying intent to use as an important outcome variable in research on technology adoption in Africa. Based on the results of the finding, this work recommends amongst others, that adequate Information Technology Infrastructure should be planned on a continuous basis for deployment in the rural areas.


Keywords: Qualitative Model, Smartphones Adoption, Mobile Technologies, Social Context, Performance Expectancy, Expectation Confirmation Theory, Unified Theory of Acceptance

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