Intention To Adopt 4G Mobile Services In India: An Investigation of The Moderating Effect of Gender Through The Decomposed Theory of Planned Behaviour
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 2
Abstract
The purpose of the study was to investigate the determinants of intention to adopt 4G mobile services and to understand if gender is a moderator in the adoption of 4G mobile services. Data collected from 466 respondents in India were tested against the research model using Correlation and Hierarchical regression analysis. The proposed model was partially supported by the empirical data. However, gender did not emerge as a significant moderator on the behavioral intention towards 4G mobile services adoption. The findings of this research study offer significant implications for 4G mobile service providers, marketers and researchers.
Authors and Affiliations
Dr. Sundar, S. Kanimozhi
Keywords
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