An exploration of student internet use in India

Abstract

Purpose – The purpose of this paper is to explore behavioral processes involved in internet technology acceptance and use with a sample in India, a developing country that can potentially benefit from greater participation in the web economy. Design/methodology/approach – User experience was incorporated into the technology acceptance model (TAM) and the theory of planned behaviour (TPB) to predict intentions to use the internet as well as self-reported usage. Data were collected from 269 college students with a questionnaire methodology. Hierarchical multiple regression analysis was applied to test each theory, as well as user experience, and the variables' interactive effects on the criterion of internet usage intentions. Findings – Both TAM and TPB were supported in their predictions of internet use intentions and usage. Although a main effect for user experience did not emerge, it did significantly interact with components of both theoretical models, suggesting that it has a complex influence on internet user intentions. Research limitations/implications – The self-report criteria are a limitation. Future research should employ more objective measures of internet use. Also, antecedents of internet use might be explored in other developing economies. Practical implications – To encourage internet usage intentions, it appears worthwhile to create in potential users a sense that the technology is useful, easy to use, and that others have expectations regarding its usage. Originality/value – Findings suggest that theories of technology acceptance developed in the Western world may also apply in India.