Doctoral Dissertation

07.02.2019 MBA Nodir Sanakulov (Jyväskylä University School of Business and Economics, Marketing)


7.2.2019 12:00 — 15:00

Location: Mattilanniemi , Ag Delta
MBA Nodir Sanakulov defends his doctoral dissertation in Marketing "Technology Adoption and the Effects of Cultural Factors".

Mobile technologies are an important part of human life in both the personal and professional realms. Many services (banking, news, health, education, etc.) that traditionally offered either face-to-face, telephone, or other conventional platforms and technologies are now establishing services on mobile platforms as well. Mobile gadgets are now also being used by company employees as sales automation tools.

The importance of culture in technology adoption and usage has been well-established. The adoption of any technology includes a set of factors that determine if the technology is either accepted or rejected, and the individual strengths of these determining factors may vary greatly, depending on the importance placed on them by an individual. Because culture affects human behavior, there will be obvious differences in technology adoption between two groups with distinct cultural differences.

This dissertation aims to contribute to the technology adoption literature by conducting a cross-cultural study of consumer smartphone adoption to determine adoption levels in general and the differences between the antecedents of adoption in the included groups in particular. It will also examine salespersons´ adoption and usage of mobile sales customization tools.

The findings confirmed the importance of cultural factors in technology adoption and identified primary variables for adoption within each group. Also, results indicate that these primary variables´strengths change over the time in the same group. This was clearly visible when past survey data was compared with more recent data of Uzbek and Korean groups. For example, social influence was the only significant predictor of behavioral intention and this changed in the latest survey where other determinants had high correlation with behavior intention.

Also, the findings offer conceptualization of MSCT (Mobile Sales Customization tools) adoption, compile suggestions for further development of the sales tool, and make recommendations that will help increase efficiency in usage and sales. For example, interviewees indicated the importance of communication channels in which personnel can interact with one another, learn about and share sales information, and facilitate Q&A sessions.

Opponent Professor Hannu Saarijärvi (University of Tampere), and Custos Professor Heikki Karjaluoto (University of Jyväskylä). The doctoral dissertation is held in English. 

The dissertation is available online: http://urn.fi/URN:ISBN:978-951-39-7676-7

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Nodir Sanakulov