What drives mobile service adoption in India ? : An empirical evaluation

number: 020-0606 Abstract Title: What drives mobile service adoption in India? : An empirical evaluation Karuna Jain and Ruchita Gupta Shailesh J. Mehta School of Management, Indian Institute of Technology, Bombay ([email protected] [email protected]) Tel.:+91-22-2576 7785/7781; Fax +91-22-25722872/25723480 POMS 22st Annual Conference Reno, Nevada,USA April 29 to May 2, 2011 What drives mobile service adoption in India? : An empirical evaluation Abstract: Mobile technology has penetrated markets throughout India. The rate of growth of mobile penetration in urban India has been very high as compared to rural but in 2010 share of rural subscribers has increased to 32.3% in total subscription. Macro factors are often mentioned to explain the diffusion of mobile but little attention has been paid to micro factors which directly influence the real motivations of the end user. The identification of these micro factors driving the mobile service adoption will have significant value and will provide insights to the service providers. Thus the objective of this paper is to examine and identify micro factors affecting the adoption and hence the diffusion of mobile service in India. Data is collected through a questionnaire survey in rural part of the India. Factor and confirmatory factor analysis is performed to examine the reliability and validity of the measurement model and the underlying factors. Twelve factors were identified affecting the mobile service adoption by consumers in the rural area of India.