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Article Published In Vol.4 (Sept-Oct-2016)

Understanding Consumers’ acceptance of Mobile Value Added Services in Bangladesh

Author : Mohammad Majedul Islam

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Mobile telecommunication services are emergent very fast in some countries while it is relatively slow in others. This study attempts to explore the factors that contribute to influence use intention of value added services (mVAS) of mobile telecommunication in Bangladesh. Following the Technology Acceptance Model, this study develops a model for consumers’ use behavior towards mVAS. Based on a sample of 230 consumers’ survey, the main factors of use behaviour of mVAS are found as perceived usefulness, attitude towards use, and perceived enjoyment. The overall findings of this study provided some contribution to the business researchers in the area of mobile telecommunication and way out of some assistance to service providers in articulating better strategies to retain current mVAS users as well as potential customers.

Keywords: Mobile Value Added Services, influencing factors, Use behaviour, User Acceptance, Bangladesh

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