Factors Affecting Attitudes towards smart Phones: User’s Profile and Proposed Research Model

Abstract

The main purpose of this study was to investigate factors that might affect Greek and Armenian students’ attitudes and intentions in adopting smart phones. An empirical investigation was carried out. The sample included 951 students from Greece and Armenia. Users of smart phones were segmented into three clusters and the characteristics of each cluster were depicted. Additionally, gap analysis was employed in order to measure user disconfirmation of perceived smart phone quality. Moreover, we provided a deeper insight into identifying variables that affect the individual’s attitude towards adopting smart phones by employing technology acceptance model (TAM) as the base model. An enhanced TAM was tested in order to find out how willing Greek and Armenian students are in adopting new smart phones. Findings of this study will be helpful for marketers to develop proper strategies for marketing smart phones as well as to enable researchers to further study new dimensions of TAM.