372 Int. J. Mobile Communications, Vol. 15, No.

4, 2017

An extended technology acceptance model for

predicting smartphone adoption among young
consumers in Greece

Irini D. Rigopoulou*
Department of Business Administration,
Athens University of Economics and Business,
R. Feraiou & Afroditis Str., GR-19005 N. Voutzas c entrance,
N. Makri - Attika, Greece
Email: erigop@aueb.gr
*Corresponding Author

Ioannis E. Chaniotakis
Hellenic Open University,
Tutor 28 Lefkosias Str., Papagou 15659,
Greece

and

Agri-Business Division,
Piraeus Bank, Athens, Greece
Email: ichaniotakis@yahoo.gr

John D. Kehagias
Hellenic Open University,
R. Feraiou & Afroditis Str., GR-19005 N. Voutzas c entrance,
N. Makri - Attika, Greece
Email: jkehagias@eap.gr

Abstract: This study aims to investigate the effect of variables related to

innovation diffusion theory and value consumption theory on young
consumers intentions in the mobile/wireless market. Using the expanded
proposed conceptual model, the authors aim to address personal and social
issues surrounding smartphone adoption. Based on a quantitative empirical
study of 310 respondents, the proposed model suggests that the constructs
under examination are linked through established relationships. More
specifically, the intention to buy a smartphone is affected by perceived
usefulness, perceived ease of use and materialistic values. Perceived
usefulness (PU) is strongly affected by perceived compatibility, which is
affected by social influence. Materialistic values are positively influenced
by social values, which are affected by social influence. Finally, perceived
ease of use (PEoU) is influenced by perceived behavioural control. It is

Copyright 2017 Inderscience Enterprises Ltd.

 Predicting smartphone adoption among young consumers in Greece 373

argued that the combined use of the value consumption and innovation
diffusion theories in the context of the Technology Acceptance Model (TAM)
and the Theory of Planned Behaviour (TPB) provides a more integrated
theoretical framework to further investigate consumers behavioural intentions
towards technology-related product categories with significant theoretical and
managerial implications.

Keywords: compatibility; mobile; smartphone; TAM; TPB; value

consumption; wireless.

Reference to this paper should be made as follows: Rigopoulou, I.D.,

Chaniotakis, I.E. and Kehagias, J.D. (2017) An extended technology
acceptance model for predicting smartphone adoption among young consumers
in Greece, Int. J. Mobile Communications, Vol. 15, No. 4, pp.372387.

Biographical notes: Dr Irini D. Rigopoulou is the Assistant Professor of

Marketing, Department of Business Administration, Athens University of
Economics and Business, Greece.

Dr Ioannis E. Chaniotakis is the Director of the Agri-Business Division in

Piraeus Bank and has been a Tutor of Marketing in the Hellenic Open
University and in the University of the Aegean.

Dr John Kehagias is the Associate Professor of Marketing, Hellenic Open

University, Greece.

This paper is a revised and expanded version of a paper entitled Factors

affecting young consumers intention to buy smart phones An extended TAM
model, presented at the 41th European Marketing Academy Annual
Conference, 2125 May, Lisbon.

1 Introduction

Predictability of behaviour stems from motives, but it may equally proceed from
obstacles to behaviour; thus, it is important to specify the variables that explain an
individuals behaviour. Needs, consequences and other influencing forces, such as self-
regulation and/or determination, significantly contribute to the understanding of how to
predict behaviour.
Nevertheless, in recent years, the discussion of behavioural issues has moved from
how a person behaves to what might affect that persons future choices, thus explaining
the shift in focus from motivation to adoption in general (Howard, Marshall and
Swatman, 2010). Issues related to the adoption of innovations, particularly for products
experiencing rapid growth and noticeable market penetration, such as smartphones, are of
special interest.
Two of the models that have been used in the domain of choice influences are the
Theory of Planned Behaviour (TPB) (Ajzen, 1991) and the Theory of Reasoned Action
(TRA) (Ajzen and Fishbein, 1980), although the first model largely stems from the
374 Irini D. Rigopoulou et al.

second. The relevance of TPB has remained robust and visible over time; according to
results on Google Scholar (http://scholar.google.com) on 25 April 2016, more than
995,000 studies have used TPB, and of those, more than 17,100 were published since
2015. In addition, the importance of this theory is reflected in several meta-analyses that
have confirmed the general predictive utility of the TPB model (Rise, Sheeran and
Hukkelberg, 2010). The foundation of the Technology Acceptance Model (TAM) (Davis,
Bagozzi and Warshaw, 1989) is based on the TPB. However, Baron, Patterson and Harris
(2006) note that the traditional TAM has likely reached its limits in terms of explaining
behavioural intentions and that the integration of other constructs may enrich, thus
enhance, its predictive validity. In addition, Choi and Totten (2012) stress that TAM has
to be integrated into a broader model that would include variables related to both human
and social change processes.
Considering the above issues, the proposed model in this study depicts the evolution
of models that are broadly recognisable and respectful - namely, TRA, its later derivation
TPB, and TAM, which was influenced by TRA. Thus, subjective norms and
behavioural control by TPB as well as two specific attitude indications - namely,
perceived usefulness and perceived ease of use, as recommended by TAM - are the
core variables of the proposed model. However, there is an effort to expand the initial
model by considering the specialties and uniqueness of the particular product category of
smartphones. Two characteristics are particularly critical to this product category: (a) the
relationship between the technology and the innovation-related appeal of the product
category, which is strongly related to personality-related parameters, and (b) its specific
consumption values (i.e., social and materialistic).
Therefore, the approach of this research extends beyond current conceptualisations of
the initial models. More specifically, the proposed model is formed by incorporating
elements borrowed from innovation diffusion theory (Rogers, 2003) and the value
consumption theory of Sheth, Newman and Gross (1991). To date, the relevant literature
is mostly fragmented because it approaches the arising issues from a specific perspective,
which offers a limited contribution to the understanding of the underlying complexity of
the constructs involved. Authors contend that by studying issues related to the adoption
of smartphones through a more holistic perspective, particularly by incorporating self-
related parameters confirmed to predict adoption, more salient benefits for both
academics and practitioners can be gleaned.
The two research objectives of this study are interrelated. The main objective is to
investigate and empirically test the relationships that emerge between significant,
established constructs that have not yet been investigated. As a necessary next step, our
secondary objective is to elaborate further on these constructs.
The remainder of the article proceeds as follows. First, a review of the relevant
literature is presented, highlighting the research gaps related to the mobile and wireless
product category, as well as the intended contributions of the study. The methodology
and the results of the survey conducted are then described. Finally, there is a discussion
of the managerial implications and the presentation of limitations of the findings and
directions for further research.
 Predicting smartphone adoption among young consumers in Greece 375

2 Literature review

The TRA (Ajzen and Fishbein, 1980) states that individual behaviour is driven by
behavioural intentions, which in turn are driven by individuals attitudes towards the
subjective norms surrounding the behaviour. TPB enriches this view by adding a
behavioural control variable, that is, individuals perceptions of the ease of performing
the behaviour (alternatively, self-efficacy can serve as this variable). (Ajzen, 1991),
which was built on the TRA, was initially adopted to explain computer-related
technologies. It proposes that perceived usefulness and perceived ease of use are the main
variables for the prediction and adoption (acceptance and use) of new technology.
According to Davis et al. (1989), perceived usefulness refers to the degree to which
people believe that using a particular technology enhances their personal performance.
Perceived ease of use captures individuals predisposition to avoid expending effort
related to the use of a particular technology, such as smartphone technology. Thus, both
are attitudinal manifestations.
Research in the domain of technology adoption follows two lines of inquiry, one that
extends the TAM model by incorporating additional constructs, or one that uses the TRA
and TPB models, through the incorporation of elements borrowed from psychology and
marketing in general (Turel Serenko and Bontis, 2010). Apart from many contributions
that focused on a specific model/company/brand and not on the product category as a
whole (Faliagka, Rigou and Sirmakesis, 2014), studies have used several technology-
related models, such as the Mobitrack (Verkasalo et al., 2010).
Bauer et al. (2005) maintain that further research is needed on smartphones,
customers, and marketing centred on a broader perspective. This gap has been bridged by
a growing number of publications on parameters affecting adoption but with regard to
mobile services (e.g., Bruner and Kumar, 2005) rather than smartphones (Kang, Hur and
Minhee Son, 2014).

2.1 Conceptual framework and hypotheses

Despite the close relationship among the TRA, the TAM and the TPB models, the
relationships between model parameters are rarely investigated. More specifically,
although studies (Venkatesh, 2000) have found a connection between behavioural control
and perceived ease of use, the nature of this relationship has seldom been investigated.
Indeed, although previous research has tended to distinguish clearly between the two
(Venkatesh et al., 2003), the studies argued that both concepts measure essentially the
same phenomenon (Alsajjan and Dennis, 2010), thus requiring further examination of
whether their relationship holds in particular situations.
Innovation diffusion theory (IDT) aims at explaining consumer acceptance of any
idea, practice or/and product that is perceived as new by suggesting specific factors that
affect the adoption of the innovation by specific target groups (Agag and Masry, 2016).
The popularity of IDT stems from the fact that the four proposed determinants are
characterised by high levels of applicability in several fields and not only in the area of
information technology (IT). The second reason this theory is broadly established
concerns the fact that, as Rogers and Singhal (2003) argue, individuals are treated as
members of a social system according to their readiness to adopt. For these two reasons,
the IDT is recognised as a theory of high value, both conceptual and practical.
376 Irini D. Rigopoulou et al.

The theory of consumption value (TCV) is prevalent among the theories that address
the aspect of value. These theories, which are recognised as critical in explaining the
buying decision-making process, give a central role to the concept of consumption value
as proposed by Sheth, Newman and Gross (1991). The usefulness of the consumption
value theory stems from the fact that it uses and further leverages knowledge from
different domains such as sociology, psychology, and marketing and consumer
behaviour. This synergistic utilisation allows TCV to suggest that customers attach
different types of value to the products and/or services they want to possess, and these
perceived types of value play a motivational role in their decision-making processes
(Yeo, Mohamed and Muda, 2016).

2.1.1 TRA, TAM and TPB in the smartphone category

In the context of this research, the empirical study incorporates personal (i.e.,
compatibility) and social (i.e., social and materialistic values) issues in established
adoption-related theories by using the innovation diffusion and the value consumption
theories, respectively. The conceptual framework shown in Figure 1 highlights the
proposed relationships and hypotheses, and the rationale of these are presented next.

Figure 1 Proposed model (see online version for colours)

Before presenting the empirical investigation and operationalisation of the behavioural

control variable, it is important to clarify that behavioural control represents
individuals perceptions of their ability to perform a certain task.

2.1.2 Behavioural control

As mentioned above, the causal effect of perceived behavioural control on the perceived
ease of use has been empirically tested only on a limited basis, even in the case of
product categories for which internal control variables seem to play crucial roles. More
precisely, in the case of technology applications, Venkatesh (2000) proposes computer
playfulness as a determinant of perceived ease of use based on the rationale that playful
individuals tend to underestimate the necessary efforts and possible difficulties, thus
perceiving the usage process as easier to master. From this discussion, the hypothesis that
arises is as follows:
 Predicting smartphone adoption among young consumers in Greece 377

H1: Consumers perceived behavioural control concerning smartphones positively

influences their perceived ease of use.

2.1.3 Perceived compatibility construct, borrowed from innovation diffusion

theory
Karahanna, Agarwal and Angst (2006) call for more research that examines the effects
of compatibility within more extended models of technology acceptance that take into
account the effect of the social context and moderating effects of age, gender, experience
and voluntariness. Indeed, TAM suggests that drivers, either social or personal value
oriented, can induce behaviour. Compatibility is among the five elements that Rogers
(2003) recognises to explain innovation adoption.
In general, innovation compatibility refers to the degree of fit of the innovation to
adopters personal lives and social structures; thus, compatibility is measured in terms of
values, experiences and needs (Rogers, 2003). Compatibility should be empirically
studied because it has rarely been investigated with respect to its effect on perceived
usefulness, even though empirical results have proven causal linkages to perceived
usefulness and, consequently, to usage (Karahanna, Agarwal and Angst, 2006). More
specifically, an investigation in the context of mobile communications has shown that
higher perceived compatibility leads to higher perceived usefulness of mobile-booking
services (Wang and Liao, 2008). Considering these notions and relationships, the relative
hypothesis is established as follows:
H4: Perceived compatibility has a positive and direct effect on perceived usefulness
of the smartphone product category.

2.1.4 Social and materialistic value, borrowed from value consumption theory
The concept of social and materialistic values has been treated as a strategic imperative in
business as well as in the relevant literature, mainly in the retail setting. This is because
choice and consumption are far more than cognitive processes; they also satisfy
individuals with strong personal and social needs. Moreover, symbolic, hedonic and
aesthetic aspects may be equally important as utilitarian ones in buyers evaluation
processes, as recognised by Sheth, Newman and Gross (1991), who propose the theory of
consumption values as consisting of five dimensional measures of value: functional,
emotional, epistemic, conditional and social. Research has shown that social values
influence consumer behaviour (Jansson, Marell and Nordlund, 2011) by being powerful
forces in the formation of attitudes and behaviours.
Although prior research has demonstrated the direct effect of subjective norms on
behavioural intentions (Schepers and Wetzels, 2007), recent studies have recognised that
these norms can influence behavioural intentions indirectly through the incorporation of
social influence into ones belief or value system (Venkatesh and Davis, 2000). Thus, the
incorporation of social values into adoption models by connecting them with social
influences seems necessary, as it has repeatedly been confirmed (Park and Han, 2013).
For example, Cho (2011) recognises the social influences in determining adoption in
technology-related contexts. The interconnection of social influences and belief systems
provides the grounds for the emergence of values as a driver of behavioural intentions in
all situations. Zhang and Kim (2012) suggest that Chinese consumers are more apt to
focus on external rather than internal social needs and that because their image in a social
378 Irini D. Rigopoulou et al.

group is an important concern, they often purchase goods as a method to integrate into
the group.
By taking the matter a step further, in a materialistic world, possessions operate as
social signifiers, and because possessions occupy a central role in individuals lives and
are often recognised as sources of happiness, they can be incorporated into peoples value
systems. In this context, people who are driven by materialistic values, the materialists,
tend to place more value on possessions and their acquisitions; therefore, materialism is
an important trait to explain behaviour (Iskender and Akin, 2010).
The relationship between social influences and materialistic values has been firmly
established by several researchers who have confirmed that materialism is related to
consumers attitudes (Steenkamp and de Jong, 2010). Wang and Wallendorf (2006)
reason that consumers materialistic values may affect their evaluation of publicly
consumed products with symbolic meanings related to social status. Several causal
relationships between materialistic values and behavioural intentions have been proven
(Kozar and Marcketti, 2011), particularly for smartphones, given their symbolic value as
a material possession (Chan, 2008); therefore, smartphones and materialism are highly
correlated (Lee et al., 2014).
This discussion clarifies that social and materialistic values are tightly interwoven
into the fabric of consumers buying behaviour (Lee et al., 2014); therefore, they should
be incorporated in the proposed model as reflections of social influences (Flight, DSouza
and Allaway, 2011). Thus, the related hypotheses are as follows:
H5: Social influences have a direct and positive effect on social values in the case of
the adoption of smartphones.
H6: Social values have a direct and positive effect on materialistic values in the case
of the adoption of smartphones.
H7: Materialistic values have a direct and positive effect on behavioural intention in
the case of the adoption of smartphones.
And, in relation to the notion of compatibility presented previously,
H2: Social influences expressed by subjective norms have a direct and positive effect
on the perceived compatibility of the smartphone product category.
H3: Social value has a direct and positive effect on perceived compatibility of the
smartphone product category.

2.1.5 Perceived usefulness, perceived ease of use and behavioural intentions

Across the many empirical tests of TAM, research has consistently found that perceived
usefulness, a construct highly related to utility value, is a strong determinant of usage
intentions (Venkatesh and Davis, 2000). Similarly, as extensive empirical evidence
shows, perceived ease of use is significantly related to behavioural intention (Chang and
Pan, 2011); therefore, TAM is recognised as a parsimonious model in which the adoption
of a technology-related object is directly affected by intentions, which are influenced by
perceived usefulness and perceived ease of use (Cho and Park, 2014). Thus, the following
hypotheses are established:
H8: Perceived usefulness positively affects behavioural intentions in the case of the
adoption of smartphones.
 Predicting smartphone adoption among young consumers in Greece 379

H9: Perceived ease of use positively affects behavioural intentions in the case of the
adoption of smartphones.
As shown in Figure 1, the proposed model is tested for validation. However, it should be
noted that the proposed model recognises intention as a sufficient predictor of behaviour.
This notion is also in line with a broad body of empirical research. For example, Chen,
Cheng and Palen (2009) treat intention as a sufficient predictor of actual behaviour, thus
choosing intention as the outcome variable of the investigation.

3 Methodology

As the traditionally supported relationships by the TAM and TPB are not sufficient to
explain behavioural intentions for all of the product categories and across all of the
market segments, an extended version of these models is proposed and tested in this
study. More specifically, the aim is to investigate the relative effect of other variables
borrowed from innovation diffusion theory and value consumption theory on young
consumers intentions to buy smartphones. The choice of smartphones in the mobile
market, as a vehicle for further developing TAM and TPB, is linked to the premise that
they are perceived differently than other technology-related objects (Verkasalo et al.,
2010) and that young consumers are more sensitive to prestigious and socially
recognisable product categories than other market segments.

3.1 Research instrument and scales used

According to the primary findings of the literature review, which led to the model
formation, the model includes the main latent variables related to TAM that are also
attitudinal indicators according to TPB. These variables are perceived usefulness and
perceived ease of use, both of which affect behavioural intentions, as initially suggested
and rigorously validated by Davis et al. (1989).
Perceived usefulness (PU) is considered the main perceived benefit that consumers
enjoy by using smartphones. This variable was measured using five items: better
communication (PU1), more efficiency in work (PU2), time savings (PU3),
usefulness (PU4) and ease in doing my work (PU5). For the measurement of
perceived ease of use (PEoU) three indicators were used: ease of use (PEoU1), not
confusing function (PEoU2) and minimum time required to learn how to use them
(PEoU3).
Variables related to personal and social issues were also used, including perceived
behavioural control and social influence, borrowed from TPB and applied in the
questionnaire. Specifically, perceptions of behavioural control with Davis et al.s (1989)
proposed scale were used. More precisely, for the measurement of perceived behavioural
control (PBC) three indicators were used: control of use (PBC1), knowledge and skills
to use (PBC2) and ability to advise others for the use (PBC3). The measurement of
social influence was based on the Subjective Norms scale by Venkatesh et al. (2003), the
Information Quality Governance scale adopted by Berger and Messerschmidt (2009) and
the Sense of Community scale used by Venkatesh et al. (2003). Specifically, for the
measurement of social influence (SI), which is associated with TPBs normative beliefs,
three indicators were used: peoples beliefs about using smartphones are important to
380 Irini D. Rigopoulou et al.

me (SI1), peoples expectations of my use of a smartphone are important to me (SI2)

and attitudes of people who influence me towards smartphone usage (SI3).
For measuring perceived compatibility, as used in Rogerss diffusion model, the
propositions in the related literature (Koenig-Lewis et al., 2010) were considered. Thus,
perceived compatibility (PC) was measured using four demographic indicators related to
the fit of smartphone usage: gender (PC1), age (PC2), education level (PC3) and
income (PC4).
To increase the variables that affect behavioural intentions, the constructs were
enriched by including two latent variables borrowed from value consumption theory:
social values and materialistic values. The construct measurements were based on the
luxury-value scale proposed by Wiedmann, Hennigs and Siebels (2009) because the
questionnaire used in the pre-test indicated that the majority of respondents attached a
luxury dimension to the smartphone product category. Social values (SV) were measured
by three indicators: adoption of buying behaviour that complies with that of other
people (SV1), consideration of the characteristics of the people who would make the
same product choice (SV2) and consideration of my friends reactions to a certain
product choice (SC3). Furthermore, materialistic values (MV) were measured with three
indicators: sense that life would be better if luxury goods were bought (MV1),
perceived happiness linked to luxury goods ownership (MV2) and annoyance with the
inability to buy luxury goods (MV3).
Finally, behavioural Intention (intention to buy) was included in the model as the
dependent variable, following the work of Ajzen and Fishbein (1980). Appendix Table 1
lists the constructs under examination and the items used. To capture all of the responses
to the variables, a 5-point Likert-type scale (1 = strongly disagree, 5 = strongly agree)
was used.
From the presentation above, one can conclude that all of the constructs used are
broadly leveraged. This allows us to draw significant conclusions through the empirical
research that will be conducted next.

3.2 Sampling
For the data collection, a survey was designed and tested at the Athens University of
Economics and Business. The target population comprised graduate and postgraduate
students. The research questionnaire, which was developed in Greek through back-
translation of the scales, was administered through a web-based research application to
1,000 students who were enrolled in the Business Administration Department. In total,
310 usable questionnaires were received, for a response rate of 31%. In accordance with
Hair et al.s (1992) criterion, which specifies that a sample size should be at least five
times the estimated parameters, we considered the number of usable questionnaires
adequate. Moreover, this sample size fulfils the requirements set by most researchers who
would recommend at least 200 questionnaires or 5 to 10 cases per parameter (Kline,
2011).
 Predicting smartphone adoption among young consumers in Greece 381

4 Data analysis and results

Note that a filter question necessary to evaluate whether respondents perceived

smartphones as luxury goods was used. Although the relevant pre-test conducted with 20
students showed that the majority attach a luxury dimension to the smartphone and, more
broadly, the mobile product category, the filter question was included in the final
questionnaire. The analysis showed that 60% of the respondents fully agreed with the
statement I would characterise smartphones as a luxury product category, while another
24.8% partly agreed, bringing the majority of respondents on the positive side of the
scale.
During the first stage of data analysis, several tests were performed to measure
reliability and validity, given that the research variables were measured with multi-item
scales. For the scales reliability, Cronbachs alpha was calculated for all of the latent
variable measurement scales. The results revealed that all of the scales used were reliable
(perceived usefulness [PU]: PU = 0.8510, perceived ease of use [PEoU]: PEU = 0.8522,
social values [SV]: SV = 0.7427, materialistic values [MV]: MV = 0.8081, perceived
behavioural control [PBC]: PC = 0.7944, social influence [SI]: SI = 0.8847, perceived
compatibility [PC]: PCO = 0.8307). Furthermore, the results of the discriminant validity
test (after checking the intervals of the correlation estimates 2 standard errors for any
two factors) showed clear evidence that the value 1.0 was not included. Therefore,
discriminant validity was established.
The research model was specified in a structural model and tested using the Amos
16.0 software and the maximum likelihood method. After making appropriate
modifications, the final model was established. Figure 2 presents the results of the
analyses, showing that all of the proposed hypotheses were supported by the significant
path coefficients estimated in the model.

Figure 2 Structural model (see online version for colours)

382 Irini D. Rigopoulou et al.

According to the results, the chi-square statistics showed a good fit of the model (see
Table 2). In addition, all of the important indicators of the model fit were above the
accepted values, thus providing adequate validity to the proposed model. The chi-square
statistic was not significant, the goodness-of-fit index (GFI) was close to 1.00, the
comparative fit index (CFI) was greater than .90 and the root mean square error of
approximation (RMSEA) was less than .05, indicating its robustness.

Table 2 Summary of fit indices of the model

Fit indices 2 p. 2/df ratio GFI AGFI IFI TLI CFI RMSEA
Value 433.005 0.000 1.622 0.901 0.880 0.953 0.946 0.952 0.045
Suggested >0.05 <2.00 >0.90 >0.90 >0.90 >0.90 >0.95 <0.050
values

2/df ratio < 2 (Marsh and Hocevar, 1985), GFI > 0.90, AGFI > 0.90, IFI >
0.90, TLI > 0.90 (Hair et al., 1998), CFI > 0.95 (Hu and Bentler, 1999),
RMSEA < 0.07 (Hair et al., 1998)
In summary, with the expanded proposed model, there was an effort to address personal
and social issues that surround smartphone adoption. The model, as depicted in Figure 2,
confirms that the constructs under examination are linked through established
relationships. More specifically, the intention to buy a smartphone is affected by
perceived usefulness, perceived ease of use (as suggested by TAM) and materialistic
values. Perceived usefulness is strongly affected by perceived compatibility, which is
affected by social influence. Materialistic values are positively influenced by social
values, which are influenced by social influence. Finally, perceived ease of use is affected
by PBC.

5 Discussion

The findings of this study confirm the central premise of TAM, which states that
individuals behavioural intentions are determined by cognitive assessments of outcomes
(e.g., perceived usefulness), and of TPB, which confirms the existence of the effect of the
additional parameters of subjective norms and behavioural control. It was also
established, through the results of this study, that these assessments are enriched by other
personally and socially related variables that exert significant indirect effects on
behavioural intentions. The current study shows that attitudes towards an object and
social and psychological influence factors are closely linked, both playing determining
roles in influencing behavioural intentions. Therefore, as we indicated previously, the
combined use of the value consumption and innovation diffusion theories in the context
of TAM and TPB provides a more integrated theoretical framework to further investigate
(young) consumers behavioural intentions towards technology-related product
categories.

5.1 Managerial implications

This study is among the first to empirically examine the influence of social and personal
aspects on behavioural intentions in the context of smartphones, for both academics and
practitioners. For academia, and because Park et al. (2013) have clearly argued that
 Predicting smartphone adoption among young consumers in Greece 383

smart phones have been changing the ways in which people manage their everyday
lives, an integrated model is derived that specifies key drivers of individuals intentions
to use/adopt smartphones, by building on established theoretical considerations. Using
data from an empirical study, the proposed model was validated, allowing for further
verification in other product categories.
Having tested the proposed relationships of the variables used in the model
construction and then incorporating them into an integrated model, this study makes a
significant contribution to the extant literature as well as practice in three aspects, thus
offering insight for both academics and practitioners. First, by developing links with
established theories of consumer behaviour, this study contributes to the body of
literature on goods undergoing unprecedented growth and having multifaceted
technology applications. The study comes at a time when the importance of illuminating
the factors affecting behavioural intentions is critical for smartphones because mobile and
wireless adoption rates have continued to increase rapidly, particularly in many emerging
countries. In developed countries, where the product category is already being
established, other deduced services are now following their adoption process. This was
primarily achieved by addressing the social and personal variables borrowed from the
value consumption and innovation diffusion theories. Furthermore, by specifying critical
parameters of customer behaviour that should be considered, the study provides reliable
insights into other mass-oriented and technology-related products and services (such as
tablets and/or GPS or smart home technology) that are already or are planned to enter
the market or to expand their market share. Moreover, because the respondents are
customers affected by a long economic crisis, the study results provide additional
implications, particularly considering the recession period experienced by Greece.
According to Euromonitor International, Despite cuts in consumer spending due to the
economic recession, the proliferation of smart phones remained strong during 2014 (as
well as 2015), changing the landscape of mobile telephony in Greece. . . . It is clear that
the momentum of smart phones is not coincidental; rather, it represents a new reality,
whereby smart phones have established their dominance. The proposed model provides
useful insight for managers in Greece as well as for other ridden markets. Because this
particular fact was not listed in the research objectives of the particular study, this can be
a useful insight for further research.
Modern consumers have become attached to their smartphones and use them for
socialisation, to obtain information and as work tools. With mobile and wireless
communication affecting the daily lives of many consumers, an in-depth understanding of
the drivers of the buying decision-making process should be of great value to marketers.
Adopting a narrow perspective for treating this particular product category would be
inefficient and fatal to product-launching initiatives. For marketers striving for market
growth and market share, the parameters and their relationships in the proposed model
offer a comprehensive predictive tool for gaining insight throughout the products life
cycle.
Furthermore, marketers must divide their attention and resources between monitoring
the social environment of their markets and understanding how it affects the social and
materialistic values of their target groups. Simultaneously, they should focus on
designing and promoting their products by satisfying three criteria: the PBC of the target
group, the ease of use of the new products (smartphones and tablets) and the perceived
compatibility between the products identity and the target groups mix of social and
materialistic values. Companies could use mass communication messages aligned with
384 Irini D. Rigopoulou et al.

sales talks developed for salespeople at the retail levels as well as with e-campaigns on
their websites and in social media to enhance the holistic compatibility with their target
groups self-identity.

5.2 Limitations and further research

This study offers new insights into how specific product categories should be managed
and introduces avenues for further research. However, caution is required because the
study has some limitations inherent in both its conceptualisation and methodology. First,
the literature review clearly indicates that the number of parameters that could be
included in a holistic model of behavioural intentions is too broad for a single
questionnaire. Second, the sample consisted of students who had a certain professional
orientation and shared one countrys culture, which may raise problems regarding
external validity and generalisation of conclusions. Third, the stage of the products life
cycle could also play a role in the generalisability of the results.
As other product categories, such as tablets, have similar characteristics to that
investigated here, our research aimed to illuminate the parameters affecting the buying
decision-making process of current and potential customers. Moreover, the increasing
range of customers using these product categories requires concrete methodologies to
gain consistency and effectiveness of marketing efforts. In addition, there was no control
for psychographic segmentation parameters or gender differences, but both deserve
attention regarding this product category.
In addition, to develop a theoretically parsimonious model, there was a focus on a
certain number of predictors of social and personal influences, thus leaving room for
further extensions and/or modifications of the model by adopting different or even more
comprehensive approaches. Furthermore, this work could be extended along two
theoretical paths: the luxury elements of other product categories and the macro-
economic context regarding consumer confidence.

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Appendix

Table 1 Items and constructs under examination (dependent variable = behavioural intention)

Social influence
People important to me think that I should use ... (smartphone).
People important to me expect me to use the ... (smartphone).
People who influence me think that I should use ... (smartphone).
Social values
Before buying a product, I think about what my friends will think about it.
I often adopt options that I know comply with the choices of others.
I want to know which products and brands project a good image to others.
Materialistic values
My life would be better if I bought some luxury items that I do not have.
I would be happier if I could buy more luxury items.
Sometimes it bothers me that I cannot buy what I would like.
Compatibility
I find that using a smartphone is suitable to my gender.
I find that using a smartphone is suitable to my age.
I find that using a smartphone is suitable to my education level.
I find that using a smartphone is suitable to my income.
Perceived behavioural control
The use of a smartphone is something that I think I can control.
I have the knowledge and the skills to use a smartphone.
I have enough knowledge to participate in an exchange of views about the smartphone.
Perceived usefulness
Using a smartphone improves my communication ability.
Using a smartphone is beneficial for me.
By using a smartphone, I manage to gain time in my everyday life.
Generally, a smartphone is very useful.
By using a smartphone, I am more effective in what I do.
Perceived ease of use
The use of a smartphone is very complex.
The use of a smartphone is confusing.
It took me a long time to learn how to use a smartphone.