Abstract
Technology has revolutionized the way we all use smartphones and has paved the way for devices with multiple functions like smart appliances, smartphones, smartwatches, and many more gadgets resulting from such a revolution. The in-built operating system (platform) on which these devices/ systems function is most vital. Many people use operating system (OS) based smartphones; the most popular is Android. The Android version keeps changing with the advancement in the OS platform and as per the changing needs of consumers. Consumers want to upgrade their mobile or buy the latest version of Android phones if given an opportunity. This paper seeks to examine the factors influencing consumers to buy the newest/latest version of Android-based smartphones. The proposed model amalgamates factors from the Unified Theory of Acceptance and Use of Technology (UTAUT), Diffusion of Innovation (DoI), and extended Technology Acceptance Model (TAM) theories. The study investigated ten factors by collecting data through a field survey (questionnaire) from 362 participants. Confirmatory Factor Analysis (CFA) was applied, showing that all ten factors were responsible for positive intention towards the latest Android versions. Path analysis results showed that performance expectancy, compatibility, price value, effort expectancy, and observability have a crucial role in consumers' intention to adopt upgraded (latest) versions of Android smartphones.
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