Factors Affecting Individual's Intention to Purchase Smartphones from Technology Adoption and Technology Dependence Perspectives

The aim of this research is to identify factors affecting individual’s intention to purchase a Smartphone from the perspectives of technology adoption and technology dependence. This study takes into account the role of cell phone dependence and hedonic aspects of cell phone use, by combining technology acceptance model, diffusion of innovation theory and theory of optimal flow, in order to propose a new model for Smartphone purchase intention. The result of the study indicates that ‘cell phone dependence’, ‘enjoyment associated with using cell phone’ and ‘exposure to Smartphone’ have significant effects on ‘intention to use Smartphone’ which in turn positively affects ‘intention to purchase Smartphone’. This can justify the selfreinforcing increase in Smartphone purchases in recent years. The study concludes that the hedonic aspects of cell phone use and the degree of individuals’ dependence on cell phone are important factors attributing to their intention to purchase a Smartphone.