Fast technological developments with advance mobile phone services have become a critical issue for the rural areas. Though the advance technological mobile phone applications have ubiquitously been offered to the rural markets in India, the widening gap between rural and urban teledensity despite all measures has raised a serious concern for the policy makers. This study tries to explore the ground realities for low adoption of mobile phone services in rural areas by taking Roger's diffusion of innovation theory to study the diffusion process. The empirical results reveal that the determinants of diffusion process i.e. perceived relative advantage, perceived compatibility, observability, trialability, perceived trust, time and social system have significant impact on the adoption of mobile phone services whereas complexity affects the adoption of mobile phone services negatively.
International Journal of Innovation and Sustainable Development – Inderscience Publishers
Published: Jan 1, 2013