Technology Adoption in Emerging Regions: Case of the Smartphone in Saudi Arabia

This paper examines the adoption of Smartphones in Saudi Arabia. A theoretical research model is developed based on the unified theory of acceptance and use of technology. A web-based survey has been used to gather data from randomly selected Smartphone users in Saudi Arabia. For data analysis, SEM approach was followed, SPSS and AMOS were utilized for analyzing data. The results indicate that performance expectancy, effort expectancy, brand influence, perceived enjoyment, and design constructs have a positive and significant relationship with users’ behavioral intention to adopt and use Smartphones in Saudi Arabia