The document discusses a study on the smart phone usage of traders in the Dambulla Dedicated Economic Center (DDEC) in Sri Lanka. The study had three objectives: 1) to identify how traders use smart phones, 2) to measure trader attitudes towards using smart phones for agriculture marketing, and 3) to examine constraints to using mobile phones for agriculture marketing. It involved surveying 110 traders using structured questionnaires. The results found that the majority of traders were male, aged 20-40, had completed up to an O/L education, owned Samsung or Huawei phones, used mobile banking and trading applications, spent around LKR 5000-6000 on mobile usage monthly, and that perceived usefulness, advantage and ease of use

1. SMART PHONE USAGE OF TRADERS IN
DAMBULLA DEDICATED ECONOMIC
CENTER
1
D. D. P. ARUNASIRI

2. INTRODUCTION 2
Buy
Sell
Pay
DDEC

3. PURPOSE OF THE STUDY 3
Lack of marketing information and credit
facilities are burning issues of Agri-business
sector in Sri Lanka.
There are no sufficient studies about the
smart phone usage of agriculture product
traders.

4. OBJECTIVES 4
To identify the usage of Smart phone by traders in DDEC
1. To measure the attitude of traders in DDEC towards the usage of
Smart phone for agricultural marketing.
2. Identify the factors affecting the use of the smart phone
technology by respondents.
3. Examine the constraints encountered by respondents in the use of
mobile phone for agricultural marketing.
General Objective
Specific Objective

5. CONCEPTUAL FRAMEWORK
5
Software
Hardware
Network
Perceived
Usefulness
Perceived
Ease of Use
Perceived
Advantage
SMART
PHONE
USAGE
H1a
H1b
H2a
H2b
H2c
H3a
H3b
H5
H4
H6
H7
H8

6. METHODOLOGY 6
Location
Dambulla Dedicated Economic Center (DDEC)
Study Community
Registered traders in Dambulla Dedicated Economic Center
Sampling
Systematic Random Sampling method
110 respondents

7. METHODOLOGY 7
Instruments
The structured questionnaires
Data Collection
Primary data
110 of questionnaires (hard copies).
Data Analysis
Descriptive analysis by MS Excel and SPSS16.0

8. RESULTS AND DISCUSSION
DEMOGRAPHIC FACTORS
8

9. AGE 9
47%
46% 26% 20% 7% 1%
20 - 30
Years
31 - 40
Years
41 - 50
Years
51 - 60
Years
60 <
Years

10. GENDER
100% 00%
10

11. EDUCATION 11
60% 40%
Up to A/L Up to O/L

12. NUMBER OF SMART PHONES
90% 8% 2%
1 2 3
12

13. EXPOSURE TO SMART PHONE
TECHNOLOGY
60%
25%
14%
1%
1 to 5 Years
6 to 10 Years
11 to 15 Years
> 15 Years
13

14. RESULTS AND DISCUSSION
HARDWARE FACTORS
14

15. BRAND OF THE SMART PHONE 15
Apple iPhone
HUAWEI
SAMSUNG
NOKIA
Other
41%
4%
14%
2%
39%

16. RESULTS AND DISCUSSION
SOFTWARE FACTORS
16

17. MOBILE BANKING AND PAYMENTS 17
Mobile
Banking
Mobile
Payments
75%
Yes
25%
No
48%
Yes
52%
No
20%
31%
4% 4%
41%
eZ
Cash
m
Cash
Smart
pay
Genie Q+

18. UTILIZATION OF TRADING MOBILE
APPLICATIONS
18
Mobile Application Number of respondents
Govipola 2
Yield Price Sri Lanka 1
Ikman.lk 46
Vivasayam 0
Other 1

19. SOCIAL MEDIA FOR TRADING 19
35%
Yes
65%
No
0
20
40
60
80
100
120
Facebook
Twitter
Instagram
You tube
Google+
Whatsapp
Viber
Line
Skype
imo
Social Media
Utilization for
Trading

20. RESULTS AND DISCUSSION
NETWORK FACTORS
20

21. MOBILE NETWORK SERVICE
PROVIDER
47%
39% 44% 5% 8% 4%
Dialog Mobitel Hutch Etisalat Airtel
21

22. EXPENSES FOR NETWORK 22
Descriptive analysis on the monthly expenses for Mobile credit and Cellular Data
Mobile Credit
(LKR/Month)
Cellular Data
(LKR/Month)
Mean 5485.45 2047.72
Median 5000 2000
Mode 5000 1000
Std. Deviation 2972.31 1398.95
Skewness 1.712 1.554
Minimum 1500 350
Maximum 18000 8000

23. RESULTS AND DISCUSSION
HYPOTHESIS TESTING
23

24. CORRELATION AND REGRESSION 24
Software
Factors
Perceived
Usefulness
Perceived
Advantage
H1a
H1b
(p < 0.001)
(p < 0.001)
Perceived Advantage = 17.376 + Software Factor (0.161)
Perceived Usefulness = 15.545 + Software Factor (0.414)

25. CORRELATION AND REGRESSION 25
Hardware
Factors
Perceived
Usefulness
Perceived
Advantage
H2a
H2b
(p > 0.001)
(p < 0.001)
Perceived
Ease of Use
H2c (p < 0.001)
Perceived Ease of Use = 12.350 + Hardware Factor(0.215)
Perceived Usefulness = 12.884 + Hardware Factor (0.541)

26. CORRELATION AND REGRESSION 26
Network
Factors
Perceived
Usefulness
H3a
H3b
(p > 0.001)
(p > 0.001)
Perceived
Ease of Use

27. CORRELATION AND REGRESSION 27
Perceived Usefulness
Perceived Advantage
Perceived Ease of Use
H5
H4
(p < 0.001)
(p < 0.001)
Perceived Usefulness = 9.834 + Perceived Advantage (0.454)
Perceived Ease of Use = 1.992 + Hardware Factor (0.215)

28. CORRELATION AND REGRESSION 28
Perceived
Usefulness
Perceived
Advantage
Perceived
Ease of Use
H6 (p < 0.001)
Smart
Phone
Usage
(p < 0.001)
(p < 0.001)
H7
H8
Perceived Ease of Use = 25.244 + Smart Phone Usage (1.755)
Perceived Advantage = 39.590 + Smart Phone Usage (0.704)
Perceived Usefulness = 33.221 + Smart Phone Usage (0.904)

29. CONCLUSION
Perceived Advantage, Perceived Usefulness and Perceived ease of use
have significantly positive relationships with the Smart Phone Usage of
traders in DDEC.
RECOMMENDATIONS
Perceived Advantage, Perceived Usefulness and Perceived ease of use
could be utilized as the suitable determinants of Mobile Phone Usage
Repeat the research in all the Dedicated Economic Centers in Sri Lanka
29

30. LIMITATIONS
Accessibility for respondents
DEVIATIONS
Changed the topic and Methodology
30

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33. Thank
You