Application of Unified Theory of Acceptance and Technology to Predict Purchase Intention of Smart Phone Users in Federal College of Education Pankshin
Gontur, Silas,* Tuamyil, Rufina. B. & Iliya, Comfort
Department of Business Education, Federal College of Education, Pankshin, Plateau State
Department of Business Administration, University of Jos, Jos
Abstract:
This study was designed to investigate the application of Unified theory of acceptance and use of technology on purchase intention of smart phones of undergraduate students of Federal College of Education Pankshin. The study employed the use of survey research method, a structured questionnaire of 354 was administered to respondents, 300 were duly filled and returned representing 85% response rate. The data was analysed using SPSS version 21 the four hypotheses were tested using multiple regression analysis. The four constructs used in this study are performance expectancy, effort expectancy, social influence and facilitating condition. Based on the statistical tests conducted, the results showed that there is a positive relationship among the variables of performance expectancy, effort expectancy, social influence and facilitating condition on purchase intention. The research concluded that this study would help smart phone marketers understand the factors that encourage users to buy a certain brand of phone and it will also help to develop effective strategies to retain customers and at last increase the profit of the companies. From the findings, the paper recommended that smart phones manufacturers and retailers should create marketing strategies that address innovation characteristics to maintain their market and using the dimensions of unified theory of acceptance and use of technology to maintain their market share.
Keywords: UTAUT model, purchase intention, smart phone
