Adoption of Cellular Phone Technology in Urban Pakistan: A Diffusion of Innovation Approach

Abstract

This paper focuses on the theory of adoption of cellular phone as an
innovation and its diffusion and penetration in the Pakistani society
and to confirm Roger’s theory of diffusion of innovation. More
specifically, the study aims to test if five categories of adopters and five
stages of adoption [as suggested by Roger (1976)] adequately explain
the behavior of cellular phone users in Pakistan. The study also aims to
evaluate the role played by advertising in the process of diffusion of
innovation. An attempt is also made to study relationships among other
variables of interest. To achieve its objectives, this study formulates the
diffusion of innovation theory using survey research method from
population of Pakistan(a sample of200 respondents are approached)
and various statistical techniques are applied on the information
gathered before drawing any conclusions. Our results support the
theory of diffusion of innovation. We do not find an evidence to believe
that advertising plays a statistically significant direct role in the
process of diffusion of innovation, although we have not explored the
extent of its indirect contribution in the process.