STRUCTURAL APPROACH TO SMARTPHONE USAGE INTENSITY AND BEHAVIORS

Abstract

The usage of smartphone phone has grown drastically in the last few years and the way its growing it can be assumed that it will become one of the most used products at mass level. It is noted that there is high concentration of smartphone phone with high penetration of it in some areas of the world. Smartphones are enhanced devices having high end converging features whose interactive features and characteristics promote people to have higher usage, thus there has been little information and empirically evident research in relation to behaviors and their relationship with smartphone usage intensity, therefore this study focuses around to identify which behavior further intensify the smartphone usage.The questionnaire was made on google docs and adminstered online through social media amongst the smartphone users. Sample size of 400 was selected for this study. The developed model was tested through Structural Equation Modeling (SEM) on AMOS. Initially, all the variables went through individual factor loadings and then after it overall model was tested. The final analysis was drawn after model fitting and from the regression weights produced after model run. Out of six behavior types it was found that smartphone usage is further intensified because of habitual behavior along with voluntary behavior.