Micro Factors Influencing the Attitudes toward and the Use of a Mobile Technology: A Model of Cell-Phone Use in Guinea

Previous studies have often highlighted macro factors as explaining the adoption and use of cell phones in developing economies. However, micro factors, which directly affect the end user´s motivations, have been underinvestigated. We examine the influence of micro factors on both individuals´ attitude toward and their use of cell phones. Data were collected through a survey of 463 cell-phone users in Guinea. Results show that mobility, familiarity, social influence, and resources possession influence the attitude toward and the use of cellular telephones. In contrast, the hypothesis that subscription conditions are the main influence on cell-phone use is not verified.