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Evaluation of individuals' behaviour patterns towards cellular network: an empirical study of Pakistan

Author

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  • Masood Ul Hassan
  • Zeeshan Iqbal
  • Maimoona Malik

Abstract

Pakistan Vision-2025 put telecommunications as one of the six technologies giving birth to entire new sectors of economic activity including cellular sector. Therefore, this study aimed to develop and test a parsimonious model of Pakistanis subscribers' behavioural intention towards cellular network by enriching the theoretical lenses of TRA, TAM and TPB with other constructs such as perceived cost, perceived expressiveness and network quality. The researchers employed convenient sampling method for data collection by distributing self-administrated questionnaires among the university students. Structural equation modelling was used to analyse the data. The results showed that perceived ease of use is the major determinant of attitude towards cellular network followed by network quality and perceived usefulness. Moreover, perceived cost is the major determinant of behavioural intention followed by perceived attitude, perceived behavioural control, social influence, and perceived expressiveness. Theoretical and practical contributions, limitations, and directions for future research have also been discussed.

Suggested Citation

  • Masood Ul Hassan & Zeeshan Iqbal & Maimoona Malik, 2019. "Evaluation of individuals' behaviour patterns towards cellular network: an empirical study of Pakistan," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 18(1), pages 64-86.
    • Handle: RePEc:ids:ijbire:v:18:y:2019:i:1:p:64-86
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    Cited by:

    1. Khuong Ngoc Mai & Do Hanh Nhan & Phuong Thi Minh Nguyen, 2023. "Empirical Study of Green Practices Fostering Customers’ Willingness to Consume via Customer Behaviors: The Case of Green Restaurants in Ho Chi Minh City of Vietnam," Sustainability, MDPI, vol. 15(5), pages 1-27, February.

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