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Business Technologies
in Contemporary
Organizations:
Adoption, Assimilation, and
Institutionalization
Abrar Haider
University of South Australia, Australia
A volume in the Advances in Business Information
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Chapter 11
Why Are Filipino Consumers
Strong Adopters of
Mobile Applications?
ABSTRACT
In this chapter, the authors study factors such as ease of use and personal innovativeness in order to
understand the consumer adoption of mobile technologies in the Philippines in order to build on existing
adoption theories for academics and make recommendations to practitioners. The research questions
include: (1) What key factors drive adoption of mobile technologies by Filipino consumers? (2) How
are Filipino mobile consumers personally innovative in their use of mobile technologies? The authors
surveyed 725 mobile Filipino consumers. The resulting linear regression model shows a significant
amount of variance explained for behavioral intention to use mobile applications. Personal innovation
had a strong statistical impact on both attitude toward using and behavioral intention to use.
INTRODUCTION
Global mobile technology use has grown ex-
ponentially. A survey of Filipino consumers in
particular showed that more than 83% cannot
live without their mobile phone (Ipsos, 2013).
Some drivers of mobile phone adoption can be
attributed to common themes: affordability, ac-
cessibility, compatibility, effort or ease of use,
experience, perceived playfulness, perceived
usefulness, service quality, safety concerns, social
influences and technical support. Each of these
themes describe different adoption motivations,
and appear in multiple studies examining the
Internet and mobile technology research.
Consumer interest in Southeast Asia of the
mobile phone has been high. In the Philippines
in particular, because of poor landline infrastruc-
ture, mobile phone adoption has been rapid, even
saturated. The latest industry statistics indicate
almost 107 phones per 100 people, where people
own multiple handsets with multiple SIM cards
Donald L. Amoroso
Auburn University – Montgomery, USA
Ricardo Lim
Asian Institute of Management, Philippines
DOI: 10.4018/978-1-4666-6623-8.ch011
237
Why Are Filipino Consumers Strong Adopters of Mobile Applications?
(Green, 2013). Despite the penetration, most post-
paid plans are still too expensive for the majority
of the population. About 95% of all phones still
operate on a prepaid basis. Because of geographi-
cal diversity and diffusion of populations, mobile
coverage quality also varies widely. While access
to mobile signals is relatively consistent in urban
areas, provincial access has been spotty (Asian
Mobile Market Forecast, 2014).
Because of often-limited services and peculiar-
ities in market pricing, SMS was initially offered
as a cheaper service than voice or data services.
Filipino users were therefore heavily subscribed
on SMS versus voice. Filipinos used SMS at more
than two to three times the rate of neighbors such
as Indonesia and Japan (hubpages, 2014). A large
portion of the population is employed abroad as
overseas workers, in the Middle East, Europe, and
North Asia; these overseas workers remit funds
home and communicate heavily through mobile
technologies. With the advent of smartphones, Fili-
pinos also now access social media like Facebook
or Twitter through mobile devices. Despite the
higher cost of data access versus SMS, Filipinos
in 2013 spent an average of 8.7 hours online per
month (Interviews with telecom officers, 2014).
Today, it was found that the Philippines is the
top country in terms of Internet utilization at 76%
of the population, spending an average of 21.5
hours online (We Are Social, 2012). This study
showed that the average Filipino is just 23 years old
where Facebook, Twitter, and other social media
played a central role in the lives of all consumers.
This is true especially in the province areas where
they may be quite isolated in that 7,107 islands
that make up the Philippines. This study showed
that 12% of Filipinos live outside the country and
these Overseas Foreign Workers (OFWs) provide
significant income back to the Philippines. Filipi-
nos were the greatest users of SMS, taking account
of the number of transactions, sending more than
one billion messages per day. Social media in the
Philippines does not show signs of slowing up,
with Filipinos setting up 250,000 Facebook ac-
counts in the past month alone.
To encourage the consumption of more profit-
able data services, and to mitigate churn (while
two providers in the Philippines dominate share
of market — SMART and GLOBE — there is
nevertheless high churn of customers from one
telecom company to another) the telecom company
supplies users with a broad array of weekly prepaid
offers. One telecom reportedly offers an average
of 200 new bundles per week. Users receive daily
offers, for example, that charge less than $1 for
unlimited Internet for one day, or unlimited SMS
for three days, etc. (Interviews with telecom of-
ficers, 2014).
The combination of high handset penetration,
emigration, wide variation of service quality,
relatively expensive voice and data access, lim-
ited user resources and high churn combine into
what Drucker calls an incongruity of economic
realities (Drucker, 1985). Incongruities are one
of seven drivers of innovation, a gap, if you will,
that results from the differences between the
economic situations of customers and advances
in mobile technologies. Heavy users such as the
Filipino youth market, for example, are known
to squeeze maximum use of limited budgets by
creative manipulation of multiple SIM cards and
bundled plans. We therefore decided to test for the
innovativeness not so much of Philippine telecom
providers, but from Filipino users themselves.
In addition to the common drivers of mobile
applications usage, several applications drive the
success of mobile use including online payment
methods, mobile web surfing, mobile learning,
gaming and entertainment, mobile banking or
mobile reservations, not to mention making a
phone call or texting (Wang, Wu, & Wang, 2009).
In a 2014 Tech in Asia study of online payment
methods for consumers and merchants in the
Philippines, it was found that traditional banking
penetration has only been 27% thereby increas-
ing the need for alternative purchasing channels
238
Why Are Filipino Consumers Strong Adopters of Mobile Applications?
through mobile applications (techinasia, 2014).
E-wallet solutions have materialized from the
telecom companies – Smart offering the Smart
Money e-wallet and Globe offering GCash – as a
way for consumers to manage their mobile load,
pay bills, and make purchases, all with their mobile
phones. Other alternative payment channels have
sprung up in the Philippines including DragonPay,
JuanPay, PesoPay, PayEasy, PayFree, MOLPay,
WeePay and RuralNet, all of which gives the
Filipino mobile consumer the capability of pay-
ment systems for daily deals, retail, travel and
other online stores.
We attempted to address two research ques-
tions:
• What key factors drive the adoption of mo-
bile technologies by the Filipino consumer?
• Are Filipino mobile consumers more in-
novative in the personal use of mobile
technologies?
This research is a first step in understanding
the adoption and use of mobile-based applications
in the Philippines. From a technology perspective,
it is important to understand how specific factors
influence the use of mobile technologies, and
ultimately the consumers’ decisions and business
planning resulting from such an analysis. From a
consumer perspective, it is important to ascertain
the specification of consumer factors related to
adoption of mobile applications.
RESEARCH MODEL
Based upon existing theory and the findings from
those studies, we developed a model (see Figure
1) to explain the factors influencing the behavior
of Philippine mobile consumers (Amoroso and
Lim, 2014, Amoroso and Ogawa, 2013). We ana-
lyzed the constructs and their underlying theory
including relevant findings as well as relationships
between these constructs as related to the Inter-
Figure 1. Research model for investigation
239
Why Are Filipino Consumers Strong Adopters of Mobile Applications?
net- and mobile-based applications. We validated
many of the originally hypothesized relationships
related to personal innovativeness, ease of use,
satisfaction, attitude toward using, and behavioral
intention to use. This research purported a set of
hypotheses resulting from established theory. The
development process also helped to clarify and
refine some of the definitions used by a variety
of researchers using the technology acceptance
model. The model is a composition of variables
that will be discussed in order to understand the
theoretical underpinnings of the research.
Lu, Yao, and Yu (2005) found that while
perceived usefulness and perceived ease of use
are strong variables in consumer willingness to
adopt mobile technology, variables such as in-
novativeness and social influence must also be
considered in determining consumer acceptance,
showing a direct effect on ease of use and useful-
ness, which in turn impacted consumer intention
to adopt wireless Internet services via mobile
technology (WIMT). Jayasingh and Eze (2009)
studied 781 respondents in Malaysia and verified
that customer use of mobile coupons was directly
related to perceived usefulness, perceived ease of
use, compatibility, perceived credibility, and social
influence. However, there was no direct connec-
tion between the consumer’s innovativeness and
behavioral intention to adopt mobile coupons. Hill
and Troshani (2009) found that innovativeness and
image were less supported than the other factors.
However, perceived ease of use was not found
to be a significant contributor towards adoption
perception of personalization services.
In the Technology Acceptance Model, (TAM)
(Davis, et al. 1989), the adoption construct is
composed of perceived ease of use, perceived
usefulness and attitude toward using technologies.
Perceived ease of use is defined as the degree to
which an individual believes that using a particu-
lar system would be free of physical and mental
effort. Perceived ease of use deals with issues of
application complexity, ability to understand the
functionality of the technology.Thorbjornsen and
Supphellen (2004) found that brand loyalty is a
stronger determinant of website usage than Internet
experience and type of motivation (information or
entertainment purposes) for the visit. In our study,
we determined brand loyalty, operationalized as
satisfaction with using, to be related to both the
handset manufacturer (Apple or Samsung), car-
rier (e.g. Philippine carriers like Globe, Smart, or
Sun), and mobile applications being used. Bauer
et al. (2002) found that customers who trust a
Web-based company feel more committed to it.
They also found that customer satisfaction has
the strongest influence on commitment. Kim and
Xu (2004) investigated the impact of satisfaction
on loyalty in the context of electronic commerce.
They hypothesized that the higher the level of
e-satisfaction, the higher the level of e-loyalty.
Attitude toward using is an individual’s positive
or negative feelings about performing the target
behavior (Davis, Bagozzi, & Warshaw, 1989).
Davis et al. (Davis et al., 1989) found that users’
attitudes significantly affected behavioral inten-
tion to adopt a technology. Chau and Hu (Chau
& Hu, 2001) reported perceived usefulness to be
a significant determinant of attitude as well as
behavioral intention. These findings show that
users are likely to have a positive attitude if they
believe that usage of a technology will increase
their performance and productivity. Wu (Wu,
2003) found that consumers who shop online
have higher attitude scores, which are directly
related to online purchase decisions. Athiyaman
(Athiyaman, 2002) found that consumers may
avoid online purchasing items such as airline
tickets because of their attitudes concerning the
security of the Internet. Black (2005) found that
attitude toward using was found to have a strong
impact on behavioral intention.
Behavioral intention measures the strength of
one’s intention to perform a specified behavior,
such as use a mobile technology or application.
Sun and Zhang (Sun & Zhang, 2003) reported
that behavioral intention does well in predicting
actual usage of a technology. Any factors that in-
240
Why Are Filipino Consumers Strong Adopters of Mobile Applications?
fluence behavior act as indirect influences through
behavioral intention. The results of a study of
inexperienced and experienced users confirmed
a stronger correlation between behavioral inten-
tion and behavior (usage) for experienced users,
resulting in higher levels of satisfaction (Taylor
& Todd, 1995).
METHODOLOGY
We developed a survey instrument to measure
the adoption factors of mobile technologies by
Filipino consumers. To ensure content validity of
the scales, we selected items that represented the
construct about which generalizations are to be
made. All items were previously identified in exist-
ing instruments and were categorized according to
the various scales published in the literature. This
generated an initial item pool for each construct.
To keep the instrument length reasonable, we
selected three to five scales for the measurement
of each of the constructs, keeping the wording
similar to the original studies. (Typical items in
previous instruments tended to ask respondents
to indicate degrees of agreement.) We reevaluated
and eliminated redundant or ambiguous items,
especially those that might load on more than one
factor in subsequent research.
We operationalized theoretical constructs
for the survey for mobile technologies by using
validated items from prior research. Working from
the previously published research of Amoroso and
Ogawa (2013), we used common scales from that
research (see articles for specific derivations of
research constructs). We derived measures of at-
titude toward using primarily from the Agarwal and
Karahanna study (Agarwal & Karahanna, 2000)
which looked at fun and enjoyment interacting
with the technology. We examined the behavioral
intention to use as a combination of carrying out
the task and planned utilization in the future. More
than 728 mobile consumers in the Philippines com-
pleted the online survey. Graduate students were
asked to post the survey link on their Facebook
account asking potential respondents to complete
the survey completely. We identified undergradu-
ate students at the Technological Institute of the
Philippines (n=154) and graduate students at
the Asian Institute of Management (n=574) for
a total of 728 Filipino responses. We believe that
the data collection method resulted in a greater
age variance among the respondents. All cases
with “biased” responses and any cases with any
missing responses were eliminated from yielding
a final sample of 528 Filipino responses.
Table 1 shows the demographic data from
our survey. Our sample showed a relatively even
sample of men and women and a majority of
respondents were between 18 and 30. Most of
the younger respondents under 25 came from
the Technological Institute of the Philippines
and the respondents over 25 were predominantly
from the Asian Institute of Management. In the
Philippines, the two biggest telecommunication
carriers are Globe and Smart/Sun. While 51.1% of
our sample respondents used Globe, 39.6% used
Smart/Sun, and the remainder had other plans. We
have to be aware that some of the respondents had
two different SIM cards and therefore subscribed
Table 1. Demographics
Mobile Adoption Filapinas Sample (n=528)
Demographic Item Number %
Gender Women
Men
231
297
43.8
56.3
Age Under 18
18-20
21-25
26-30
31-35
36-40
Over 40
31
106
175
159
37
11
9
5.9
20.1
33.1
30.1
7.0
2.1
1.7
Carrier Globe
Smart
Sun
Other
270
124
85
167
51.1
23.5
16.1
31.6
Type of Plan Postpaid
Prepaid
195
333
36.9
63.1
241
Why Are Filipino Consumers Strong Adopters of Mobile Applications?
to more than one mobile plan. Most of the users
in our study (over 63%) had prepaid data plans.
Table 2 shows the type of mobile technolo-
gies that were used by respondents in this study.
Pasaload is now a generic term in the Philippines
for a mobile-based currency that can be loaded
onto a phone and be used to texting, talking, or
shopping. Pasaload was originally developed by
Smart that allows the mobile subscriber or any
other person to “load” the phone with prepaid
money for talking or texting. In our sample, 71.7%
of respondents reported using pasaload or some
variation of load. About half of the respondents
paid bills and check bank balances using their
mobile phone. However only 28.4% of Filipino
consumers conduct any mobile banking with the
exception of checking balances (54.2%) and trans-
ferring money (44.7%). However we found that
money transfers were conducted in the Philippines
more SmartMoney and GCash offered by Smart
and Globe mobile carriers, respectively.
FINDINGS
We found strong support for construct validity and
reliability by examining Cronbach coefficients
and by principal component factor analysis. The
measurement scales for this instrument showed
strong psychometric properties. All measurement
scales showed high Cronbach alpha coefficients
(see Table 3) at α>=0.70 for all the measures,
with the exception of personal innovativeness,
which was slightly below the lower bounds set
for this study, near the α>=0.70 (Moore & Ben-
basat, 1991). This pattern of high scale reliability
is consistent with prior research dealing with the
technology acceptance model.
We used factor analysis as an assessment of
construct validity. Moore and Benbasat (1991)
stated that, where possible, data analysis ought to
be grounded in a strong a priori theory set. This
research fits the approach where the constructs re-
lated to the acceptance of Internet technologies by
consumers are based on a substantial body of prior
research and where the scale development fits the
construct’s conceptual meaning as a method of en-
suring construct validity. We conducted principal
components analysis with Varimax rotation yield-
ing a six-factor solution with eigenvalues greater
than 1.0, explaining 72.2% of the variance in the
data set. We examined the rotated factor matrix
for items that did not load strongly on any factor
(<0.40), that loaded on another factor greater than
the intended component, or that loaded relatively
equally on more than one factor. All of the items
from the perceived usefulness construct loaded
cleanly on a factor with all loadings > 0.683. We
used the construct correlations to examine the
relationships between the main constructs in the
model. This provides an initial test for how well
the hypotheses were supported. We investigated
Table 2. Mobile technologies used
Mobile Adoption Filapinas Sample (n=528)
Technology Item Number %
Used Pasload Yes
No
378
150
71.6
28.4
Pay Bills Yes
No
260
268
49.2
50.8
Check Bank Balances Yes
No
286
242
54.2
45.8
Shop Online Yes
No
243
285
46.0
56.0
Transfer Money Yes
No
236
292
44.7
55.3
Conduct Banking Yes
No
150
378
28.4
71.6
Load Music, Games Yes
No
364
164
68.9
31.1
242
Why Are Filipino Consumers Strong Adopters of Mobile Applications?
only those correlations > 0.251 for the sample
size (n=528). We found strong support for all of
the construct inter-correlations.
Table 4 shows the regression analysis for the
behavioral intention model, a fairly significant
amount of variance is explained (R2=.621) show-
ing personal innovation having a statistical impact
on behavioral intention to use mobile applications
(p<.000). The model had two significant find-
ings: first, the relationship of the attitude toward
using construct was strong, compared with per-
sonal innovativeness and satisfaction. Second, we
thought that ease of use would have some impact
on behavioral intention. We found no support for
this variable in the model, but we believe that this
construct was related only to attitude toward using
through satisfaction. More importantly, however,
was the strength of personal innovativeness in
predicting behavioral intention. We found that
innovativeness did load on both attitude and be-
havioral intention for mobile applications as we
originally thought.
Table 3. Measurement model statistics
Mobile Adoption Filapinas Sample (n=528)
Latent Construct Observed
Indicators
Factor
Loadings
AVE Cronbach
Alpha
Innovativeness INN1
INNI2
0.757
0.884
0.626 0.68
Ease of Use EOU1
EOU2
EOU3
EOU3
0.724
0.876
0.809
0.854
0.731 0.84
Satisfaction SAT1
SAT2
SAT3
SAT4
0.768
0.804
0.841
0.840
0.659 0.90
Attitude ATT1
ATT2
ATT3
ATT4
ATT5
0.728
0.815
0.849
0.787
0.806
0.678 0.91
Behavioral Intention BI1
BI2
BI3
BI4
0.742
0.876
0.809
0.854
0.617 0.89
Table 4. Regression analysis – behavioral intentions to use
Mobile Adoption Philippines
Model Summary Sig F-Value
21.03
Sig F-Chg
0.000
R-Square
0.621
Coefficient t-Value p-Value
Intercept 0.150
Innovativeness 0.182 6.057 0.000 **
Ease of Use 0.017 0.053 0.601 .
Satisfaction 0.126 3.935 0.000 **
Attitude 0.617 18.123 0.000 **
243
Why Are Filipino Consumers Strong Adopters of Mobile Applications?
CONCLUSION
Future researchers may want to examine the mobile
usage characteristics of other age groups and/or
look at mobile purchasing in countries outside the
Philippines. One might hypothesize that younger
consumers or male consumers might have more
innovativeness to use the new technology in trial
and error, even increases in attitude toward us-
ing. Consumers might typically be non-technical
persons, who are unfamiliar with new technol-
ogy capabilities. Some people do not have the
time to learn about newer technology features or
functions. We need to consider collecting data in
different age groups. Expanding the number of
constructs measured, and expanding the sample
size may provide researchers with new insights on
consumers’ usage of e-commerce sites. Adding
other variables could increase the predictive power
of the model. Researchers could also look at the
correlation between the type of product purchased
and the type of mobile technology used to buy it.
This research looks at the adoption of mobile
technologies in the Philippines. It is the intent
of this exploratory study to examine factors of
adoption that are utilized by Filipino consumers.
We derived a research model for and tested the
relationships with data collected from consum-
ers. We used financial mobile applications as the
common application. This research is a first step
in understanding the adoption of mobile applica-
tions by Filipino consumers. Although we initially
hypothesized that consumer behavior towards
mobile applications would involve constructs
of innovativeness, ease of use, and satisfaction,
we found that ease of use was not significant in
understanding behavioral intention to use mobile
technologies. In fact, personal innovativeness was
more critical in explaining satisfaction with mobile
application attitudes and behavioral intention. This
factor is important for online retailers who count
on repeat sales as a major part of their revenue,
e.g. that applications availability, complexity of
features, and encouragement to consumers to
self-innovate may sell better than ease of use
and simplicity. Likewise, being able to shape
consumer attitudes is important in order to build
behavioral intention to use. Online retailers may
likewise build factors that encourage consumer
innovation, such as product co-creation through
user participation in forums. This study provides
managers with a framework for mobile applica-
tions which areas they need to focus upon when
launching new online products, such as shaping
and/or changing their consumers’ attitude toward
using the Internet, making their Website (though
not the product itself) easier to use, and enhancing
the perceived usefulness of the technologies that
allow consumers to access their products online.
The model in this paper also serves as an
important first step toward subsequent predictive
modeling with critical marketing variables. The
value of our study is to move beyond the standard
technology acceptance model. Older, established
technologies (“Internet”) have radically different
qualities than newer technologies (“mobile”). New
technology factors such as dominant or universal
platforms (IOS, Android), social networking
(Facebook, Twitter), and push technologies,
P2P sharing (Bluetooth), have overturned more
monolithic concepts since TAM’s inception in
1989. We might surmise that because of the highly
personalized nature of mobile technology use—as
opposed to the more technology enterprise settings
in TAM—users seem to be more influenced by
personal innovativeness than other factors such as
ease of use. Those consumers who are willing to
“try out” newer applications (personal innovative-
ness) without understanding how they will work
also have difficulty to applying the usefulness of
those technologies.
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KEY TERMS AND DEFINITIONS
Compatibility: A state in which two things are
able to exist or occur together without problems
or conflict. In the scope of this paper, it refers to
the ability of two or more systems or their compo-
nents to work together without user intervention
or modification.
Mobile Technologies: Technology used for
wireless communication.
Service Quality: An assessment of how
well a delivered service conforms to customer’s
expectations.
Technology Acceptance: The way users accept
technology in their organizational or private lives.
Technology Acceptance Model: An informa-
tion systems theory that models how users accept
and use technology. It is suggests perceived use-
fulness and perceived ease of use are the critical
components of technology acceptance.
