Adoption of More-than-voice Technology: The Role of Country Affiliation

Abstract

—Plethora of uses of mobile phones exist across the globe. The use of mobile phones beyond voice calls is known as the more-than-voice (MTV) technology. The widespread use of MTV technology is evident among the bottom of pyramid (BoP) around the world. The BoP represents a significant portion of the world population that not only can afford MTV technology but also can serve as a huge consumer base for services based on this technology. This study examines the factors affecting the acceptance of MTV technology by the BoP users and investigates whether their country affiliation plays a differing role in the adoption of the technology in the Indian subcontinent. Data were obtained from the Teleuse@BOP4 study. Partial least square (PLS) was performed to test the research model. The findings suggest that the perceived usefulness, ease of use, facilitating conditions, acumen to use, and propensity to use are the significant predictors of the adoption of the MTV technology. The findings also suggest that country affiliation plays a significant moderating role in the relationships between facilitating conditions and intention, and propensity to use and intention. This study then provides the practical and academic implications of both significant and insignificant findings. Keywords—More-than-voice technology, MTV technology, MTV services, consumer acceptance, technology adoption, country affiliation.