Applied Technologies and Innovations

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Volume 13
Issue 2
Title The role of perceived economic well-being and conspicuous consumption in creating customer wealth
Author ATI Vol13_Issue2-4_41
Abstract
Technology acceptance model (TAM) is a well documented field of study. At the aggregate level the impact of intention to use mobile phone based services is analyzed comprehensively but at an individual level it is not well documented. If we consider the user as a customer of mobile based services, consequence of intention to use mobile phone based services in creation of wealth for this customer has not been researched. Therefore in this paper we define the constructs of customer wealth and develop the conceptual model linking intention to use and customer wealth. After due diligence a twelve item questionnaire was floated to test the construct. Factor analysis was run on the data followed by a confirmatory analysis. Both the tests confirmed the customer wealth scale involving the role of perceived economic well being and conspicuous consumption. This instrument can be used by government agencies as well to measure effectiveness of poverty alleviation programs.
Citation
Keywords Customer wealth, perceived economic wellbeing, conspicuous consumption, product innovation, structural equation modeling, agricultural extension services, bottom of the pyramid
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