AN EMPIRICAL ANALYSIS OF END USER’S ADOPTION OF ICT IN A DEVELOPING COUNTRY

Abstract

Information and Communication Technologies (ICT) have the power to provide substantial economic and social benefits. Thus, it is important to be familiar with the process of technology diffusion among end users for efficiently implementing adoption along with frequent changes in the environment. This study composes a theoretical framework to identify the influencing determinants on the adoption of mobile Internet as a mean of ICT in a consumer context in Saudi Arabia. The proposed model incorporates eight constructs: performance expectancy, effort expectancy, facilitating conditions, social influences, perceived value, perceived playfulness, attention focus, and behavioral intention. Individual differences—namely, age, gender, and experience—are hypothesized to moderate the effects of behavioral intention towards the use of mobile Internet. It was found that performance expectancy and perceived playfulness have the strongest significant effect on the behavioral intentions towards the use of mobile Internet. The findings of this study provide several crucial implications for mobile Internet service providers, practitioners, consumers and researchers.