Smartphones have gained widespread popularity all over the world, and India stands out as one of the biggest markets for smartphones due to high penetration and low-cost availability of data services (Muhammad et al. 2023). In tandem with the growth in smartphone usage, SPA has become highly prevalent, impacting beliefs, causing disoriented behavioral intention, and escalating excessive smartphone usage of smartphones. Such compulsive behaviors adversely affect people’s quality of life and productivity. For an exhaustive analysis of these mechanisms, the current study adopts a quantitative methodology based on TPB and ETAM, both of which present a solid theoretical foundation for understanding technology-induced behavioral intentions and addiction. A survey was conducted in India from July to September 2025 among 500 participants using Structural Equation Modeling (SEM). Findings revealed the presence of significant correlations between perceived usefulness, enjoyment, and compulsive usage. In contrast to the traditional assumption of TAM that ease of use leads to increased usage (Davis, 1989; Lin et al., 2021), the current study found that it might reduce compulsive behaviors by decreasing cognitive overload.
