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• 61. [Article] Exploratory Study of the Adoption and Use of the Smartphone Technology in Emerging Regions: Case of Saudi Arabia

  Users' acceptance of a new information technology (IT) is considered to be a key determinant factor of its success. Also, studying users' adoption and use of new IT plays an important role in determining ...

  Citation × Citation Citation Abstract Copy Title: Exploratory Study of the Adoption and Use of the Smartphone Technology in Emerging Regions: Case of Saudi Arabia Author: Aldhaban, Fahad Abdulaziz Year: 2016 Users' acceptance of a new information technology (IT) is considered to be a key determinant factor of its success. Also, studying users' adoption and use of new IT plays an important role in determining users' needs and reducing business risk, especially in industry segments with rapid changes in IT such as Smartphone technology. Such rapid evolution is influencing consumers' behaviors, their daily lifestyle, the manner of conducting their activities and their ways of consuming and using information. Smartphone technology holds a promising future with an expected global market that could reach US $258 billion by the end of year 2015 [1]. Besides the mobile industry, Smartphone technology introduces a wide range of opportunities and challenges for many related industries that participate directly or indirectly in producing and providing Smartphone services/products to the end users. Moreover, the Smartphone technology is relatively new technology with plenty of room for improvement. Better understanding of users' intentions and their behaviors regarding the adoption and use of the Smartphone technology plays a critical role in determining its success and benefiting all stakeholders. Significant efforts have been made to study and explain users' adoption and use of Smartphone technology. However, most of the empirical research focused on only a limited number of Smartphone aspects or on a specific profession such as doctors and nurses which may neglect other important factors. In emerging regions such as Jordan and China, cultural and social influence showed significant relationships with users' adoption and use of the Smartphone and its related technologies. Saudi Arabia is a developing country that has different cultural and social contexts that could influence users' intention to adopt and use the Smartphone technology. The key factors that influence general users' intention to adopt and use Smartphone technology in Saudi Arabia have not yet been studied and explored in a comprehensive manner. Therefore, the main purpose of this dissertation is to empirically study and explore the key factors that influence general users' adoption and use of the Smartphone in a comprehensive manner in Saudi Arabia. This dissertation starts with a literature review of existing research related to the adoption and use of Smartphone technology. Taxonomy is developed that includes factors that were identified as important in previous research and related to the adoption and use of the Smartphone technology. By using the developed taxonomy and reviewing literature related to the IT adoption theories, a preliminary theoretical research model is developed based on the Unified Theory of Acceptance and Use of Technology (UTAUT). A number of qualitative methods, namely brainstorming, focus group and individual interviews, have been conducted to evaluate, select and validate the existing factors, as well as introduce new factors, and to identify only the most related factors to be included in the preliminary research model. A survey questionnaire has been developed and validated to survey general users of the Smartphone in Saudi Arabia. A web-based survey has been designed and sent through email to 5,000 randomly selected smartphones users in Saudi Arabia. Data has been statistically analyzed using Structural Equation Modeling (SEM). The results indicate that performance expectancy factor, effort expectancy factor, brand influence factor, perceived enjoyment factor and design factor have a positive and significant relationship with users' intention to adopt and use smartphones in Saudi Arabia. Also, the results indicate that the social influence factor has a significant and positive relationship with use behavior or actual use of smartphones in Saudi Arabia. The results of this dissertation provide more insights to practitioners in the smartphones domain and information that contributes to the body of knowledge regarding information technology adoption and its related research, especially in Saudi Arabia. Title: Exploratory Study of the Adoption and Use of the Smartphone Technology in Emerging Regions: Case of Saudi Arabia Author: Aldhaban, Fahad Abdulaziz Year: 2016 Users' acceptance of a new information technology (IT) is considered to be a key determinant factor of its success. Also, studying users' adoption and use of new IT plays an important role in determining users' needs and reducing business risk, especially in industry segments with rapid changes in IT such as Smartphone technology. Such rapid evolution is influencing consumers' behaviors, their daily lifestyle, the manner of conducting their activities and their ways of consuming and using information. Smartphone technology holds a promising future with an expected global market that could reach US $258 billion by the end of year 2015 [1]. Besides the mobile industry, Smartphone technology introduces a wide range of opportunities and challenges for many related industries that participate directly or indirectly in producing and providing Smartphone services/products to the end users. Moreover, the Smartphone technology is relatively new technology with plenty of room for improvement. Better understanding of users' intentions and their behaviors regarding the adoption and use of the Smartphone technology plays a critical role in determining its success and benefiting all stakeholders. Significant efforts have been made to study and explain users' adoption and use of Smartphone technology. However, most of the empirical research focused on only a limited number of Smartphone aspects or on a specific profession such as doctors and nurses which may neglect other important factors. In emerging regions such as Jordan and China, cultural and social influence showed significant relationships with users' adoption and use of the Smartphone and its related technologies. Saudi Arabia is a developing country that has different cultural and social contexts that could influence users' intention to adopt and use the Smartphone technology. The key factors that influence general users' intention to adopt and use Smartphone technology in Saudi Arabia have not yet been studied and explored in a comprehensive manner. Therefore, the main purpose of this dissertation is to empirically study and explore the key factors that influence general users' adoption and use of the Smartphone in a comprehensive manner in Saudi Arabia. This dissertation starts with a literature review of existing research related to the adoption and use of Smartphone technology. Taxonomy is developed that includes factors that were identified as important in previous research and related to the adoption and use of the Smartphone technology. By using the developed taxonomy and reviewing literature related to the IT adoption theories, a preliminary theoretical research model is developed based on the Unified Theory of Acceptance and Use of Technology (UTAUT). A number of qualitative methods, namely brainstorming, focus group and individual interviews, have been conducted to evaluate, select and validate the existing factors, as well as introduce new factors, and to identify only the most related factors to be included in the preliminary research model. A survey questionnaire has been developed and validated to survey general users of the Smartphone in Saudi Arabia. A web-based survey has been designed and sent through email to 5,000 randomly selected smartphones users in Saudi Arabia. Data has been statistically analyzed using Structural Equation Modeling (SEM). The results indicate that performance expectancy factor, effort expectancy factor, brand influence factor, perceived enjoyment factor and design factor have a positive and significant relationship with users' intention to adopt and use smartphones in Saudi Arabia. Also, the results indicate that the social influence factor has a significant and positive relationship with use behavior or actual use of smartphones in Saudi Arabia. The results of this dissertation provide more insights to practitioners in the smartphones domain and information that contributes to the body of knowledge regarding information technology adoption and its related research, especially in Saudi Arabia. Close