An Extended Model of Adoption of Technology in Households: A Model Test on People Using A Mobile Phone

Individual adoption of technology has been studied extensively in the workplace (Brown & Venkatesh, 2005). Far less attention has been paid to adoption of technology in the household (Brown & Venkatesh, 2005). Obviously, mobile phone is now integrated into our daily life. Indeed, according to the more recent forecast of Gartner Research, 986 millions of mobile phones have been sold throughout the world in 2006 (Ouellet, 2006). And, as the tendency is showing up, mobile phone use will be continuously increasing in the future. The purpose of this study is then to investigate who uses a mobile phone, and why? In other words, we try to identify who really are the users of a mobile phone and what are the determining factors who make such that they are using a mobile phone? On the basis of the theoretical foundations developed by Brown and Venkatesh (2005) to verify the determining factors in intention to adopt a computer in household by American people, this study examines the determining factors in the use of mobile phone in household by Canadian people. Data were gathered from 327 Atlantic Canadian people who own a mobile phone. Data analysis was performed using the structural equation modeling software Partial Least Squares (PLS). The results revealed that about half of the variables examined in the study showed to be determining factors in the use of mobile phone by people in household.