A Perspective of Adoption of Mobile Applications in Rural India

摘要

Rural mobile application are designed for various purposes, ranging from reaching information regarding government schemes, agricultural best practices, market prices, fishing zones and weather forecasts, to facilitating money transfer, opening and operating a bank account for saving money and to receive money directly to the bank account for various government schemes and subsidies. This paper examines the critical success factors and inhibitors that affect adoption of the mobile applications and the effect on continued usage. A questionnaire survey was done to gather data for this study. Results indicate that last mile barriers act as inhibitors to adoption. Adoption behavior of rural people do not exhibit a correlation with the ease of use of the application. Social influence has a strong influence on adoption behavior, which will enable policy makers and practitioners to evolve the right penetration strategy. Perceived usefulness has a strong influence on adoption. The results reiterate the increasing positive impact of rural mobile applications on day to day working of rural people.