Adoption of Cellular Phone Technology

In: Social Issues

Submitted By ebnartey
Words 3818
Pages 16
Pakistan Journal of Social Sciences (PJSS) Vol. 29, No. 2 (December 2009), pp. 377-386

Adoption of Cellular Phone Technology in Urban Pakistan: A Diffusion of Innovation Approach
Muhammad Ashraf Khan
Chairman, Department of Mass Communication, Bahauddin Zakariya University, Multan, Pakistan Email :

Aqsa Iram Shahzadi Khan
Lecturer, Department of Mass Communication, Bahauddin Zakariya University, Multan, Pakistan Email :

This paper focuses on the theory of adoption of cellular phone as an innovation and its diffusion and penetration in the Pakistani society and to confirm Roger’s theory of diffusion of innovation. More specifically, the study aims to test if five categories of adopters and five stages of adoption [as suggested by Roger (1976)] adequately explain the behavior of cellular phone users in Pakistan. The study also aims to evaluate the role played by advertising in the process of diffusion of innovation. An attempt is also made to study relationships among other variables of interest. To achieve its objectives, this study formulates the diffusion of innovation theory using survey research method from population of Pakistan(a sample of200 respondents are approached) and various statistical techniques are applied on the information gathered before drawing any conclusions. Our results support the theory of diffusion of innovation. We do not find an evidence to believe that advertising plays a statistically significant direct role in the process of diffusion of innovation, although we have not explored the extent of its indirect contribution in the process. Keywords: Adoption; diffusion of innovation; cellular phone; Pakistan

I. Introduction
Today’s markets have become global. Different requirements of various customer segments at one time are the direct result of this globalization, which…...

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