The moderating role of socio-demographics on smartphone adoption

Abstract

This study investigated the extent to which the perceived usefulness, perceived ease of use, perceived enjoyment and social influence of smartphones affected word of mouth, as well as the moderating role of customer socio-demographic characteristics. Data were collected through a cross-sectional survey of 481 South Korean smartphone consumers. The results indicated that perceived usefulness, perceived ease of use and social influence affected word of mouth. Moreover, hierarchical regression analyses confirmed that the effect of perceived enjoyment on word of mouth was moderated by customer gender, age and education. Finally, the relationship between perceived ease of use and word of mouth was moderated by gender. These results suggest the need to design targeted smartphone marketing strategies that consider users' gender, age and education.

Use of Videoconferencing for Lactation Consultation: An Online Cross-Sectional Survey of Mothers’ Acceptance in the United States

“…Despite research indicating that acceptance of technology may vary by education level or age (Ifinedo, 2016; Kang, Hur, & Son, 2014; Lee et al, 2016; Mlikotic, Parker, & Rajapakshe, 2016), no such differences were detected in this sample. Similarly, although research has detected a difference in ease of use of technology applications by age, with those who are older perceiving increased difficulty (Gurtner, Reinhardt, & Soyez, 2014), the contribution of maternal age to the variability in the regression model was small.…”

Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population

“…There is the evidence that people with higher education are more likely to browse the Internet and share their experiences (Chen & Law, 2016). They have more knowledge, are early adopters of new technology (Engelbertink & van Hullebusch, 2013), and are more likely to positively value usefulness, enjoyment and social influence (Kang et al, 2014). Kang et al (2014) confirmed empirically that the link between perceived enjoyment and WOM was stronger for consumers with high school education and higher, who are more likely to spread positive WOM (Balaji et al, 2017).…”

“…Although there are studies suggesting that income is not related to WOM (Martin & Lueg, 2013;Sweeney et al, 2014), some empirical evidence shows that higherincome persons are more likely to engage in WOM as opinion leaders who spread information (e.g., Schiffman et al, 2012). They are also more likely to use the Internet, adopt new technologies earlier than the others, and get emotional enjoyment from novelty (Chen & Law, 2016;Kang et al, 2014). Enjoyment can stimulate them to spread information to others.…”

“…They have more knowledge, are early adopters of new technology (Engelbertink & van Hullebusch, 2013), and are more likely to positively value usefulness, enjoyment and social influence (Kang et al, 2014). Kang et al (2014) confirmed empirically that the link between perceived enjoyment and WOM was stronger for consumers with high school education and higher, who are more likely to spread positive WOM (Balaji et al, 2017). On the other hand, less-educated consumers do not show the proneness to process complex information (Kang et al, 2014) and exhibit a higher level of anxiety when purchasing new products.…”

The Effect of Digital Marketing Implementation through Location Based Advertising on Customer’s Purchase Intention

“…According to the report from GSM Association (GSMA) (GSMA Intelligence, 2017), at the end of 2016, 65% of the world populations already had subscription toward mobile devices with the growth of 4,2% each year. Moreover, the vast widespread of technology on mobile devices allows marketers to make a breakthrough strategy in the competition of product advertising (Kang, Hur, & Son 2014).…”