Driving Factors Affecting Users Acceptance Towards Mobile Value Added Services in Bangladesh

Mobile technology services are growing very fast in different countries while it is relatively slow in others. This study tries to understand the factors that contribute to the use intention of these mobile value added services (MVAS) in Bangladesh. Drawing from the Technology Acceptance Model, this study develops a model for consumers’ use acceptance towards mobile values added services. Based on a sample of 230 Bangladeshi consumers’ survey, the main factors of use intention towards MVAS are perceived usefulness, perceived ease of use, social influence, perceived risk, and perceived enjoyment. This study also finds that among different MVAS internet browsing, and MMS and SMS services are more popular use than others with different interest among different gender, age, and occupation. Overall findings of this study provide some contribution to the researchers in the area of mobile commerce and some assistance to practitioners in articulating better strategies to retain current MVAS users as well as potential customers