Examining the factors that influence early adopters' smartphone adoption: The case of college students

The influence of early adopters on potential adopters' decisions of whether or not to adopt a product is known to be critical. In this paper, we examine the factors that influence the adoption behavior of smartphone early adopters by looking at smartphone adoption behavior of college students, because a large portion of the early adopters of smartphones are college students. Our focus is on the effect of normative peer influence on a college student's smartphone adoption. We also examine the influence of other factors such as self-innovativeness, self-efficacy, the decision maker's attitudes towards a product, financial burden of using the product, familial influence, and other demographic factors (e.g.; age and gender). College students' adoption behavior is studied using logit and probit choice models developed based on random utility theory. The discrete choice models are empirically estimated using survey data. We find important influence of friends, financial burden, and other family members on the smartphone adoption of college students who adopted smartphones earlier than other students.