Quantifying the Dynamic Factors Influencing New-Age Users’ Adoption of 5G Using TAM and UTAUT Models in Emerging Country: A Multistage PLS-SEM Approach

Abstract

Objectives. The 5G has ushered in a new age of life-changing breakthroughs and advancements due to faster speeds, greater bandwidth, and ultra-high expectancy. The study proposes a multistage approach for quantifying the dynamic factors affecting users’ adoption of 5G in emerging countries. Method. This study integrated the technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) to recommend a comprehensive model that the industry–academia can adopt. In the proposed model, various core hypotheses and subhypotheses were tested by employing 510 5G users of the metro cities of India. An online questionnaire was used to collect the facts, and the data were framed in the conceptual model to test the validation using partial least squares structural equation modeling (PLS-SEM). Results. The findings suggest that users’ perceptions of adopting 5G are overwhelming in that perceived trust was discovered as a mediating enabler between behavioral intention (BI) and selected manifest. Performance expectancy (PE), effort expectancy (EE), social factors (SF), facilitating factors (FF), hedonic motivation (HM), perceived benefits (PB), price value (PV), and habit (HB). Contribution. By identifying key enablers in the suggested model, service providers may better evaluate these aspects, particularly in ensuring reliable infrastructure for 5G service stands. The study is undoubtedly a novel attempt to assist the telecom industry and policymakers in accelerating the adoption of 5G in emerging economies of Asian continents.