Publication

Abstract : The increasing penetration of the LTE (long term evolution) technology has led to high adoption rates for high speed mobile internet services. Firms across the country are still pondering over the factors that led to these adoption rates. Even with the ongoing evolution of 4G technology, India still lags behind other nations in terms of adoption rates. This study aims to understand the overall attitude of the consumer towards 4G adoption and the impact of social influences, media influences, perceived mobility and perceived monetary value. The data was collected through online survey and the respondents targeted were non 4G users across metro and non-metro cities. Analysis was done using ordered logistic regression. The findings suggests that social influencers along with media influence through articles, reviews and vendor promotions play an important role in creating a positive attitude towards 4G. 4G's accessibility and portability along with offering good value for money impacts the positive attitude towards 4G.