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Behavioural Intention to Use Mobile Entertainment Services among Bangladeshi Students

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  • Qazi Mahdia Ghyas

    (Department of Social Systems and Management, University of Tsukuba, Tsukuba, Japan)

  • Fumiyo N. Kondo

    (Division of Policy and Planning Sciences, University of Tsukuba, Tsukuba, Japan)

Abstract

This study aims to understand why the usage of mobile entertainment services (MES) among young Bangladeshis is negligible. The authors propose a modification of combined technology acceptance model (TAM) and the theory of planned behaviour (TPB) model with additional factors. Questionnaire surveys were conducted in Bangladesh among young adult mobile users. The authors analysed the data of 251 valid responses via four TAM–TPB models. The study model, based on a modified TAM–TPB framework, fits generally well for mobile entertainment services in Bangladesh. The three factors of perceived behaviour control, perceived value, and attitude are important determinants for intention to use mobile entertainment services, and perceived behavioural control has the strongest direct effect on attitude and indirect effect on behavioural intention. The results suggest that mobile companies need to strengthen their organizational and technical support systems and improve service quality and affordability to encourage young consumers to use MES.

Suggested Citation

  • Qazi Mahdia Ghyas & Fumiyo N. Kondo, 2016. "Behavioural Intention to Use Mobile Entertainment Services among Bangladeshi Students," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 8(2), pages 38-53, April.
    • Handle: RePEc:igg:jesma0:v:8:y:2016:i:2:p:38-53
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