The influences on Internet adoption and usage of the Bottom of the Pyramid in Vietnam: a preliminary model

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Journal Title
Journal ISSN
Volume Title
School of Business | Bachelor's thesis
Date
2018
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
50 + 3
Series
Abstract
Objectives This research attempts to assess potential influences on the Bottom of the Pyramid (BoP) in using the Internet by proposing a technology acceptance model. In the course of doing so, the study also provides a better understanding of how the BoP accesses the Internet. Summary The author modified the Unified Theory of Acceptance and Usage of Technology using previous studies of the BoP to create an initial conceptual framework. The model consists of four independent variables: performance expectancy, ease expectancy, social influence and facilitating conditions and a dependent variable: usage behavior. Then, eight in-depth individual interviews with the BoP in Vietnam are conducted. Content analysis is adopted to improve the variables proposed in the initial model. Next, the variables are coded to carry out correlation tests, which help suggesting the relationships between them. Conclusions Performance expectancy, which is how much the BoP believes the Internet helps achieving job goals, entertainment and information needs, positively influence the adoption. Ease expectancy measuring the affordability of the Internet and the ease of accesing it also positively correlates with usage behavior. Social influence takes into account the degree the BoP thinks that reference groups expect them to use the Internet, that Internet is a social norm which should be abided to, and that the Internet is beneficial for the whole household. The probability that the BoP uses the Internet increases with Social Influence. Last, Facilitating Conditions, which is the level the BoP believes that a technical infrastructure exists to support their usage and that the BoP have control over their usage, positively influence the degree of usage of the Internet.
Description
Thesis advisor
Almor, Tamar
Keywords
internet, technology acceptance, poverty alleviation, Bottom of the Pyramid, Vietnam
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