Success Factors of Adoption of Mobile Applications in Rural India

Abstract

The framework for this research is the unified theory of acceptance and use of technology. The increasing rural proliferation of mobile services has created a unique opportunity to deliver to the rural users information and services through innovative mobile applications. This chapter develops a conceptual model of factors that make a rural mobile application successful and that are the barriers to its implementation. The conceptual framework developed has been validated by a questionnaire based field survey using structural equation modeling (AMOS). The chapter explores how the conceptual model is impacted by the service characteristics. The contribution of this research to further the understanding of technology adoption models for rural mobile applications has been discussed. The findings of the study have been corroborated with similar research focusing on adoption of rural mobile applications. The practical significance as to how the research findings help in successful implementation of mobile applications has been presented.