Constructing Perceived Intention to Use Smart Phones at Bottom of the Pyramid (BOP) Market

This research investigates the factors contributing to the perceived intention to use smart phones by customers at the Bottom of the pyramid (BOP) market. Although proliferation literature exists on mobile adaption, studies centered at the BOP market are limited. The scales if this study were adapted from previous research, namely, Technology Acceptance model (TAM). To identify and prioritize factors affecting perceived intention to use smart phones, a sample size of 100 respondents (from the BOP segment) participated in this study; exploratory factor analysis (EFA) was later conducted. The results of this study confirms that BOP consumers' intention(s) to use smart phones is positive and significantly associated with attitude to use smart phones. The Findings of this study may contribute to phone manufacturers and other industry players (i.e. Telecom companies) to devise strategies (i.e. communication) and target this potentially vast, yet untapped market.