An exploration of student internet use in India

Abstract

PurposeThe purpose of this paper is to explore behavioral processes involved in internet technology acceptance and use with a sample in India, a developing country that can potentially benefit from greater participation in the web economy.Design/methodology/approachUser experience was incorporated into the technology acceptance model (TAM) and the theory of planned behaviour (TPB) to predict intentions to use the internet as well as self‐reported usage. Data were collected from 269 college students with a questionnaire methodology. Hierarchical multiple regression analysis was applied to test each theory, as well as user experience, and the variables' interactive effects on the criterion of internet usage intentions.FindingsBoth TAM and TPB were supported in their predictions of internet use intentions and usage. Although a main effect for user experience did not emerge, it did significantly interact with components of both theoretical models, suggesting that it has a complex influence on internet user intentions.Research limitations/implicationsThe self‐report criteria are a limitation. Future research should employ more objective measures of internet use. Also, antecedents of internet use might be explored in other developing economies.Practical implicationsTo encourage internet usage intentions, it appears worthwhile to create in potential users a sense that the technology is useful, easy to use, and that others have expectations regarding its usage.Originality/valueFindings suggest that theories of technology acceptance developed in the Western world may also apply in India.