Changing Paradigms of Mobile Technology Acceptance

ABSTRACT

In the last century, technology revolutionize the world with innovations who helped to bridge the gap between two distinct worlds. As a result of this the dissemination and retrieval of information through mobile technology is the major change people experienced in their lives. The objective of this study is to identify and validate the relevant factor structure of mobile technology acceptance perceived by Indian Youth. The data was collected from 199 valid respondents through convenience sampling. The factor analysis and structure equation modelling was used to validate the factor structure. The results of study showed ‘usefulness’, ‘reliability’, ‘habit’ and ‘features’ as perceived forces in mobile technology marketing. The future researchers can apply and relate this model with different economic and social sectors initiatives taken by government and business organization.

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