Factor Affecting 3G Mobile Technology Adoption in ...

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Applied Economics and Business Review ©Attribution 3.0 Unported (CC BY 3.0)

AEBR 2015, 2(1):17-27 DOI: 10.12966/aebr.01.03.2015

Factor Affecting 3G Mobile Technology Adoption in the Context of Bangladesh: An Empirical Study Mohammad Masudul Hassan1, Airin Rahman2, Md. Gulam Rabbany2, and Samira Islam Resmi1,* 1

Research Scholar, Faculty of Agribusiness Management, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh Assistant Professor, Department of Agribusiness & Marketing, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh

2

*Corresponding author (Email: [email protected])

Abstract - The encroachment of digital technology within the arena of information and telecommunications has prompted the progression of markets throughout the world. New innovations are taking into account the mounting demand for mobile applications. Over the past decade, wireless communications has seen an exponential growth and will undoubtedly continue to witness outstanding enlargements due to the advent of new communicating multimedia applications and extremely incorporated systems driven by the prompt growth in information services and microelectronic devices.3G – the third generation of wireless communication technologies, which support broadband voice, data and multi-media communications over wireless networks. 3G conglomerates a mobile phone, laptop PC and TV. 3G data services are in the growth phase in the wireless segment with enhanced focus on providing data services and Internet. Improvement of applications useful to people will be the key to success. The study contemplate eight factors Perceived usefulness, variety of service, Perceived enjoyment, Image, Personal innovativeness, Network effects, price, Perceived ease of use accompanying with 3G mobile technology adoption. For the research perseverance, one questionnaire was constructed to collect data from 75 respondents by using random sampling method. This study also points out that these factors have a strong and positive consequence on customers to adopt3G mobile technology. Also confident demographic profiles have been studied and certain relation has been developed. Thus, this research has provided valuable knowledge and information to mobile company, service developers, and software engineers to enhance customer intention to adopt 3G mobile technology services which will lead to customer retention in future. Keywords - Customer retention, Digital Lifestyle, Information Technology, Network effects, Perceived Ease of Use

1. Introduction Mobile telecommunications have developed a progressively desirable service with a very high dissemination rate in most countries. With the widespread mobile telecommunications usage, the mobile services market is now known as the most modest part of the telecommunications sector.3G, the third-generation mobile telephone technology opens up doors for high-speed transfer of both voice and data. The first cellular phone call was placed in 1973 in the USA, which has given the start in cellular telecoms industry. Afterwards, the focal center for the constant improvements in the industry was not the USA. Japan introduced the first cellular network in 1979, three years earlier than the USA did. First internationally roaming cellular network standard, NMT (Nordic Mobile Telecoms) was commercialized in 1981 and the first digital cellular network, GSM (Global System for Mobile communications) was initiated in 1991 in Finland (Ahonen et al., 2004). Third generation of mobile technology, 3G, has developed

extensive more and more around the globe owing to the various applications it brings to the mobile phones. 3G mobile technologies can be seen as an incremental innovation that stands over the continuous development starting from First Generation (1G) which was emerged in early 1990s, allowing voice traffic only, to Second Generation (2G) which appeared in 2000s, allowing limited data services like Short Message Services (SMS) and lastly to Second and the half generation (2,5G) evolving between the years 2000-2002, providing personalized data services, Intranet access and emailing through Wireless Application Protocol (WAP) applications. (Campilho & Kamel, 2004). As WAP was introduced to the mobile phones, bringing Internet to the pockets, it gave rise to high expectations. Although WAP is considered to have reached success in Asia, USA and Canada, it turned out to be a failure in Europe, because of the tiny screens, slow connections and high prices (Ahonen et al., 2004). What 3G brought to the mobile technologies over these previous developments can be listed as mobile intranet/extranet access, customized infotainment, multimedia messaging service, mobile internet access, location-based services and rich voice (UMTS Report 09, 2000). Mobile intranet/extranet access are a business

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Applied Economics and Business Review (2015) 17-27

service that allows secure access to Local Area Networks (LAN) and Virtual Private Networks (VPN). Modified infotainment provides device- independent access to adapted content. Multimedia messaging services include communications by text, graphics, images, audio and video. Mobile internet access provides full access to the Internet, including file transferring, e-mailing etc. Location based services allow users to identify their location and find other users by making use of terminals and vehicles. Rich voice service facilitates advanced voice capabilities, for example Voiceover IP, VoIP, Web-initiated phone calls, etc. (UMTS Report 09, 2000) the usage rates of mobile services such as video and multimedia messaging have been increased together with the progresses in the 3G networks.According to the “3G/UMTS Evolution: Towards a new generation of broadband mobile services” report by UMTS Forum, by 2006 3G network reached 100 million subscriptions, with a rate of 3 million subscribers per month (UMTS Forum, 2006). UMTS Report 13 forecasts that by 2010, subscribers will spend about $30 per month for 3G services and total 3G services provider-retained revenues will exceed $ 300 million (UMTS Report 13, 2001). While world is getting for the 4G technology, Bangladesh, being a late-comer, is formulating for the infrastructure of this new technology.

cities in Bangladesh. So far about 150 thousand subscribers are using Teletalk 3G network. At present, Major Services of 3G Network in Bangladesh High speed mobile broadband internet service up to 4mpbs per subscription 1. Mobile TV 2. Video Calling 3. Video on Demand 4. Enhance Voice Telephony 5. others services that can be introduced through content providers 6. Video Conferencing 7. Navigation on transportation 8. City Surveillance Grameenphone starts 3G from 29 september, 2013. On September 30, 2013, Cellular phone operator Robi has launched its 3G network. Airtel Bangladesh Limited has started its 3G service in Sylhet on a trial basis from 22 October 2013. Banglink the Company started its 3G journey commercially from 10 October 2013 in Bangladesh. Within a short time, the mobile operator has commercially launched 3G in the important areas of Dhaka, Chittagong, Khulna, Naraynaganj and Sylhet.

2. Inauguration and Present 3G Status in Bangladesh

3. Review of Literature

3G is the short form of the third generation of the mobile telecommunications technology. 3G is the latest mobile technology and is now the fastest growing host among mobile units and handsets. 3G provides the highest internet data speed, compared to other technologies before it. Subscribers of this service are able to make video calling enables all to do things together with people who are far away. Video calling can share a story, celebrate a birthday, hold a meeting, work with colleagues – just about anything required to do together in every day. 3G networks also allow everyday people to access music, pictures, and videos with ease creating a bigger and open market for those industries in advertising which are extremely faster than previous networks. Entertainment is so easier through mobile TV at any 3G coverage area. At this moment 3G users are enjoying 7(Seven) Bangladeshi TV Channels including BTV, Channel I, Independent and IP TVs (Such as: Cartoon TV, Travel TV, Bollywood TV etc.). On October 14th 2012, the Honorable Prime Minister Sheikh Hasina inaugurated Teletalk‟s 3G service, the first of its kind in the country by talking over phone with Late. President Md. Zillur Rahman. In inaugural speech the Honorable Prime Minister said, the commercial launching of 3G services has set a new milestone in the country‟s telecommunication sector and elevated Bangladesh to the level of the countries that are ahead in mobile phone technologies. At present, the Teletalk‟s 3G network has already covered Dhaka and Chittagong, the two most important and populated

Most empirical studies have used adoption-oriented measures of innovation .Innovation is defined as an idea, practice or object which is perceived as new by the unit of adoption (Agarwal & Prasad, 1997;Zaltman et al., 1973). A vast literature have searched about the adoption and diffusion of innovations, developed models to reflect the rates of adoptions and to perceive consumer behaviors and attitudes towards innovations. Innovation adoption has been addressed in different disciplines, such as in organizational theory by Zaltman et al. (1973), in social psychology by Ajzen & Fishbein (1980) (Agarwal & Prasad, 1997). Several models have been cited in the adoption research including Theory of Reasoned Action (Ajzen & Fishbein, 1980), Technology Acceptance Model (Davis et al., 1989), Theory of Planned Behavior (Ajzen, 1991) and Diffusion of Innovation Theory (Rogers, 1995). Though much of literatures are not found related to 3G mobile technology adoption in Bangladesh, this paper is an endeavor to mitigate the research gap in this regard. Thus on the basis of the above literatures the paper aims at identifying the factors influencing the adoption of 3G mobile technology in Bangladesh

4. Objectives 1. 2.

To study the demography of the potential customers of mobile banking services. To ascertain the factors that influences the 3G adoption.


3. 4.

To investigate the adoption of 3G in the Bangladeshi context. To make some recommendations and conclusion to further the development of Customer adoption of 3G in Bangladesh.

5. Research Model and Hypotheses 5.1. Critical Factors Affecting Acceptance of 3G Reviewing the innovation adoption literature, it is obvious that there are several factors explored, affecting the adoption of innovations. Based on the literature; the factors, which are observed as more influential in the 3G acceptance, are listed as follows:  Perceived usefulness  variety of service  Perceived enjoyment  Image  Personal innovativeness  Network effects  price  Perceived ease of use Eight hypotheses have been developed. The factors and the related hypotheses are stated as follows 5.2. Perceived Usefulness Perceived usefulness, first explored by Technology Acceptance Model by Davis et al. (1989), is also a critical factor, with the name „relative advantage‟, in the Diffusion of Innovations Theory by Rogers (1995). Reviewing the literature, both perceived usefulness and relative advantage have been analyzed as a crucial construct affecting the acceptance of the innovations (Lu et al., 2003; Taylor & Todd, 1995; Moore & Benbasat, 1991; Agarwal & Prasad, 1997). Hence, considering 3G mobile technology implementation in Bangladesh, perceived usefulness is considered as an influential factor directly affecting the acceptance of the technology. H1: Perceived usefulness of the 3G mobile technologies has an influence on the adoption intentions. 5.3. Variety of Service The variety of services should include the availability of personalized information or functions, such as MS Office compatibility, download facilities, organizer functions, games, identification. The larger a range of services is, the more powerful the technology. As a consequence, greater variety of service can add more value to its consumers. 3G provides a wide variety of audio, video and data services. Video related services enable users to download, save and view video footage; see and hear other people using a 3G phone too. Pictures-related services allow users to take and send pictures to friends and colleagues much faster than GPRS. They can play faster and better games owing to high speed. With Location Services, users can find out where they are, how to go a cinema, etc. The other unique service provided by 3G is Tele-

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vision. H2: Variety of Service of the 3G mobile technologies has an influence on the adoption intention. 5.4. Perceived Enjoyment Igbaria et al. (1996) has defined perceived enjoyment as intrinsic motivation for using the technologies and proposed that individuals, who find it enjoyable to use microcomputers, apart from their performance concerns, are more likely to use the technology extensively. Exploring the motivations to do retail shopping in their research, Childers et al. (2001) has illustrated the strong influence of enjoyment on attitudes. Hence, concerning 3G acceptance in Bangladesh, perceived enjoyment is considered as an influential factor in adoption of the technology. H3: Perceived enjoyment of the third generation mobile technologies has an influence on the adoption intentions. 5.5. Image Image, which is analyzed under „relative advantage‟ attribute in Diffusion of Innovations theory, is the degree to which adopting an innovation is perceived to be a status symbol and to provide a high profile (Moore & Benbasat, 1991). Lu et al. (2003) also utilized „image‟ with subjective norms, and analyzed the social influence which is considered as an influential factor affecting the acceptance of innovations. Hence, considering 3G mobile technology implementation in Bangladesh, image is considered as an effective factor influencing the acceptance of the technology. H4: Image has an influence on the adoption intentions of the third generation mobile technologies. 5.6. Personal Innovativeness Agarwal and Prasad (1998) have claimed that individuals, who have high innovativeness, are more likely to develop positive perceptions towards the innovation in terms of relative advantage, ease of use; hence are more eager to use it. Earlier research has revealed that personal characteristics highly affect decisions to adopt or reject innovation (Rogers, 1995). Hung, Ku and Chang (2003) proposed that personal innovativeness plays an important role in shaping individual‟s attitude towards the usage of Wireless Application Protocol (WAP) services. Besides, Karahanna et al. (2002) have deduced that personal innovativeness is one of the influential factors affecting individual‟s perceived relative advantage of using Group Support Systems (GSS). Regarding 3G adoption in Bangladesh, the innovators and early adopters tend to be the ones who will adopt the technology before the others do; hence personal innovativeness is also included in the research as an influential variable on adoption intentions. H5: Personal innovativeness has an influence on the adoption intentions of the third generation mobile technologies. 5.7. Network Effects Network effects, despite being very crucial on the adoption of

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communication technology innovations, were not considered as a distinct variable in the „Structural Model‟ developed by Pagani (2004). Nevertheless, Pagani and Fine (2008), in their research about the forces influencing the 3G wireless communication networks, have complemented the research with different systems thinking approaches. In the study, „network externalities loop‟ is developed which illustrates that additional customer adoption extends the user population, which then gives rise to increasing returns per user. Consequently total expected benefits to new adoption also increases and causes further new adoptions. These causes and effects generate a loop inside, triggering one another. In addition, Pagani (2004) proposed that one feature of perceived usefulness by adopters is the ability to utilize the services with others; hence network effects tend to have an essential impact on perceived usefulness, as well. Considering the adoption of 3G technologies, network effects tend to affect the consumer intentions, with the logic that users will get additional benefits as the network expands – video calls, multi-player games, multi-media messaging services will be more available as more people adopts the technology. Thus, network effects are proposed to be effective on the adoption intentions of the 3G technologies. H6: Network effects have an influence on the adoption intentions of the third generation mobile technologies. 5.8. Price According to Lichtenstein et al. (1993), price represents the amount of economic outlay that a person has to give up in exchange for a good or service. Objective price and perceived price are the two types of price most commonly used in the literature (Zeithaml, 1988; Jacoby & Olson，1977). Perceived price is the comparison between objective price and reference price. It is the customer‟s perceptual representation or sub-

jective perception of the objective price of the product or service (Jacoby & Olson， 1977). Studies suggest that use of perceived price is more suitable in marketing research than objective price (Dickson & Sawyer 1990). Customers do not always know or remember the actual prices of products, thereby they have to interpret price in a way meaningful to them. Alternatively, Dodds et al. (1991) suggested that perception of price is formed based on objective external stimulus and internal representations. The external stimulus and internal representations corresponds to external and internal reference price respectively (Biswas & Blair, 1991). The external reference price is derived from the observation of the vendor‟s promotional or advertised price. The internal reference price resides within the customer‟s memory and exists as points or a range of values that may serve to evaluate external reference prices or savings claim (Monroe, 1984). Vendors can manipulate customer‟s perceived price by providing reference price, such as the price from the other vendor, etc. H7: price has an influence on the adoption intentions of the third generation mobile technologies. 5.9. Perceived Ease of Use Perceived ease of use is also first mentioned in the Technology Acceptance Model. Later, Rogers (1995) utilized the opposite of the concept „complexity‟ in Diffusion of Innovations Theory. Many studies have proposed that, systems which are perceived to be easier to use and less complex are more likely to be adopted by users (Moore & Benbasat, 1991; Lu et al., 2003). Hence, for the 3G mobile technology acceptance research, perceived ease of use is proposed as an influential factor directly affecting the adoption of the technology. H8: Perceived ease of use of the 3G mobile technologies has an influence on the adoption intention.

6. Proposed Theoretical Framework and Hypothesis Proposition

Figure 1. Proposed Research Model


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7. Research Methodology

8. Data Analysis & Findings

7.1. Sampling Size One of the most important problems in planning a sample survey is that of determining how large a sample is needed for the estimates to be reliable enough. Due to resource and time constraints, a sample size of 75 is used in this research.

Demographic Analysis of the Respondents

7.2. Sampling Plan This is all about how handle the sample. Here, at the time of taking sample plan we have spent some days. At the first five days we collect data from the Sher-e-Bangla Agricultural University, Dhaka University, Boshundhara City, Government & Private organization, Banglalink Customer Care Point, Grameen Phone Customer Care Point, Dutch-Bangla Bank First Track. It takes time because customers are not always in mood to talk and sometimes different types of situation have arisen so that we have to wait to make a favorable situation .But after all, sampling plan has done properly and able to get desire outcome. 7.3. Sampling Method In case of choosing the sampling method here the first priority is given random sampling method. Considering this method in mind here, we have tried to focus on those samples which are easy to get access. 7.4. Source of Data At the time of conducting this research, data are collected from both primary and secondary sources. The study is mainly based on primary data. 7.4.1. Primary data sources: Primary data has been collected from Sher-e-Bangla Agricultural University, Dhaka University, Boshundhara City, Government & Private organization, Banglalink Customer Care Point, Grameen Phone Customer Care Point, Dutch-Bangla Bank First Track. Primary data collections are done with a self-administrated questionnaire. 7.4.2. Secondary Data: The secondary sources include different web sites books, journals, annual report and unpublished research works. 7.5. Types of Tests and Statistical Software Applied The relationship of the proposed model and the properties of the scale were analyzed using the Statistical Package for Social Sciences (SPSS). Usage of the statistical techniques was according to commonly accepted research assumptions where appropriate. Likert scale is used in order to identify the respondents‟ perceptions towards 3G mobile technology adoption. Test includes Correlation; multiple regression technique is used to trace causal relationships between several constructs.

8.1. Frequency Table Table 1. Gender of the Respondent Gender Male Female Total

Number 45 30 75

Percentage (%) 60 40 100

Source: Primary Data from Field Survey.

Male respondents were more interested 3G mobile technology adoption than male respondents. For that reason most of our respondents are male displayed in Table 1. Table 2. Age of the Respondent Age 15-25 Years 26-35 Years 36-45 years More than 45 years Total

Number 33 22 13 7 75

Percentage (%) 44 29.3 17.3 9.3 100


From the above table it would be said that young aged people (15-25 years) like 3G mobile technology most. On the other hand, older groups showed less interest. Table 3. Occupation of the Respondent Occupation Businessmen Office workers Students Others Total

Number 14 38 18 5 75

Percentage (%) 18.7 50.7 24 6.7 100


Table 3 depicts that office workers (50.7 %) are the largest users of 3G mobile technology along with Students (24 %), Businessmen(18.7 %), and others (6.7 %). Table 4. Marital Statuses Marital status Unmarried Married Total

number 44 31 75

Percentage (%) 58.7 41.3 100


From the above table it would be said that Unmarried respondents (58.7 %) are more interested in 3G mobile technology.

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8.2. Descriptive Analysis of the Respondents Table 5. Perceived Usefulness Perception statements in the Perceived Usefulness dimension 3G mobile services will Allow me to do things faster 3G mobile services will increase the quality of communication 3G mobile services will increase my degree of mobility Valid Number of the respondent(list wise) Average mean

Number of the respondent 75 75 75 75

Minimum

Maximum

Mean

4 3 2

5 5 5

4.75 4.67 4.04

Std. Deviation .438 .528 .779

4.49

Source: Calculated From Primary Data

Table 5 shows that average mean value of the Perception statements in the Perceived Usefulness Dimension is 4.49 on a 5 point Likert scale. This means that Perceived usefulness

has a positive effect on intention to adopt 3G mobile technology. So, hypothesis 1 is accepted.

Table 6. Variety of service Number of the respondent 75 75

Perception statements in the Variety of service dimension 3G provides a wide variety of service Valid Number of the respondent(list wise) Average mean

Minimum

Maximum

Mean

4

5

4.83

Std. Deviation .381

4.83


Table 6 shows that average mean value of the Perception statements in the Variety of service Dimension is 4.83 on a 5 point Likert scale. This means that Variety of service has a

positive effect on intention to 3G mobile technology. So, hypothesis 2 is accepted.

Table 7. Perceived Enjoyment Perception statements in the Perceived Enjoyment dimension 3G mobile services will Allow me to do things faster 3G mobile services will increase the quality of communication Valid Number of the respondent(list wise) Average mean

Number of the respondent 75 75 75

Minimum

Maximum

Mean

1 1

5 5

3.76 3.59

Std. Deviation 1.025 1.128

3.68


Table 7 shows that average mean value of the Perception statements in the Perceived Enjoyment Dimension is 3.68 on a 5 point Likert scale. This means that Perceived Enjoyment

has a positive effect on intention to adopt 3G mobile technology. So, hypothesis 3 is accepted.

Table 8. Image Perception statements in the Image dimension Using 3G mobile services will be a status symbol Valid Number of the respondent(list wise) Average mean

Number of the respondent 75 75

Minimum

Maximum

Mean

2

5

4.27

Std. Deviation .704

4.27


Table 8 shows that average mean value of the Perception statements in the Image Dimension is 4.27 on a 5 point Likert

scale. This means that Image has a positive effect on intention to adopt 3G mobile technology. So, hypothesis 4 is accepted.

Table 9. Personal Innovativeness Perception statements in the Personal Innovativeness dimension I like to purchase new information/communication technologies Valid Number of the respondent(list wise) Average mean


Minimum

Maximum

Mean

2

5

4.16

Std. Deviation .931

4.16


Table 9 shows that average mean value of the Perception statements in the Personal Innovativeness Dimension is 4.16 on a 5 point Likert scale. This means that Personal Innova-

tiveness has a positive effect on intention to adopt 3G mobile technology. So, hypothesis 5 is accepted.


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Table 10. Network Effects Number of the respondent 75 75

Perception statements in the Network Effects dimension I think my contacts are eager to use 3G services Valid Number of the respondent(list wise) Average mean

Minimum

Maximum

Mean

2

5

4.28

Std. Deviation .745

4.28


Table 10 shows that average mean value of the Perception statements in the Network Effects Dimension is 4.28 on a 5 point Likert scale. This means that Network Effects has a

positive effect on intention to adopt 3G mobile technology. So, hypothesis 6 is accepted.

Table 11. Price Number of the respondent 75 75

Perception statements in the Price dimension 3g technology adoption Cost is reasonable in Bangladesh Valid Number of the respondent(list wise) Average mean

Minimum

Maximum

Mean

1

5

4.00

Std. Deviation .822

4.00


Table 11 shows that average mean value of the Perception statements in the Price Dimension is 4.00 on a 5 point Likert

scale. This means that Price has a positive effect on intention to adopt 3G mobile technology. So, hypothesis 7 is accepted.

Table 12. Ease of Use Perception statements in the Ease of Use dimension It will be easy to learn using 3G mobile services Using 3G mobile services will be clear and understandable Valid Number of the respondent(list wise) Average mean

Number of the respondent 75 75 75

Minimum

Maximum

Mean

1 2

5 5

3.63 3.93

Std. Deviation .997 .905

3.78


Table 12 shows that average mean value of the Perception statements in the Ease of Use Dimension is 3.78 on a 5 point Likert scale. This means that Ease of Use has a positive effect

on intention to adopt 3G mobile technology. So, hypothesis 8 is accepted.

Table 13. Overall Customer Intentions towards the Adoption of 3G Mobile Technology Perception statements in the Overall adoption intention dimension Overall 3g adoption intention Valid Number of the respondent(list wise) Average mean


Minimum

Maximum

Mean

1

5

3.77 3.77


Factor affecting 3G Adoption 6 5 4 3 2 1 0

Factor affecting 3G Adoption

Figure 2. Overall Customer Intentions towards the Adoption of 3G Mobile Technology Source: Calculated From Primary Data

Std. Deviation .953

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Table 13 & Bar graph show that average mean value of the Perception statements in the Overall Customer Intentions towards the adoption of 3G Mobile Technology Dimension is 3.77 on a 5 point Likert scale. This means that customers are satisfied with the adoption of 3G Mobile Technology. Be-

cause 3G Mobile Technology gives 3G provides a wide variety of service, 3G mobile services will allow me to do things faster,3G mobile services will increase the quality of communication,3g technology adoption Cost is reasonable in Bangladesh etc.

Table 14. Correlations 3G mobile services will Allow to do things faster

3G increase my degree of mobility

3G provides a wide variety of service

3G mobile services will Allow to do 1 things faster 3G increase my de.030 1 gree of mobility 3G provides a wide .786(**) .115 1 variety of service 3G mobile .031 .127 -.012 services excite me I like to purchase new information/ tech.001 .252(*) .117 nologies contacts are eager to -.070 .213 -.065 use 3G services 3g technology adoption .000 -.148 .000 Cost is reasonable easy to learn using -.034 .107 .005 3G 3G will be clear and -.009 .234(*) .005 understandable Overall 3g adoption .022 -.188 -.110 intention **Correlation is significant at the 0.01 level (2-tailed). *Correlation is significant at the 0.05 level (2-tailed).

3G mobile services excite me

I like to purchase new information/ technology

contacts are eager to use 3G services

3g technology adoption Cost is reasonable

easy to learn using 3G

3G will be clear and understandable

Overall 3g adoption intention

1 .308(**)

1

-.005

.188

1

.015

-.230(*)

-.154

1

.762(**)

.284(*)

.106

.000

1

.396(**)

.735(**)

.248(*)

-.218

.286(*)

1

.050

-.233(*)

-.005

.828(**)

.052

-.096

3G provides a wide variety of service has positive correlation with 3G mobile services will allow to do things faster. Since 3G mobile technology provides a wide variety of service therefore 3G mobile services will allow doing things faster. So the customers are highly satisfied with the adoption of 3G mobile technology. 3G technology adoption Cost is reasonable has positive correlation with the Overall 3g adoption intention. As 3g technology adoption Cost is reasonable in Bangladesh, so the customers are highly satisfied with the adoption of 3G mobile technology. I like to purchase new information/ technologies has positive correlation with3G provides a wide variety of service and 3G mobile services excite me .Since 3G mobile technology provides a wide variety of service and 3G mobile services excite me, for this reason customers are highly satisfied with the adoption of 3G mobile technology. Easy to learn using 3Ghas positive correlation with3G mobile services excite me. Since 3G is easy to learn and this 3G mobile services excite the customer that‟s why customers are highly satisfied with the adoption of 3G mobile technology. 3G will be clear and understandable has positive correlation with 3G increases my degree of mobility, 3G mobile

1

services excite me, I like to purchase new information/ technologies, contacts are eager to use 3G services, easy to learn using 3G. Since 3G increases my degree of mobility, 3G mobile services excite me, I like to purchase new information/ technologies, contacts are eager to use 3G services, easy to learn using 3G therefore it is satisfied the customer to adopt the 3G technology. 3G technology adoption Cost is reasonable has negative correlation with I like to purchase new information/ technologies. 3g technology adoption Cost is reasonable does not affect I like to purchase new information/ technologies. 8.3. Regression Analysis Regression analysis is a constructive statistical technique that can be used to analyze the associations between a set of independent variables and a single dependent variable (Hair et al., 2005 )Multiple regressions were used in this paper to study the direct effects of adoption of 3G mobile technology. For this purpose, multiple regression analyses (MRA) were conducted to analyze the direct relationship between Perceived usefulness, Perceived ease of use, Perceived enjoyment, Image, Personal innovativeness, Network effects, price and variety of service associated with the adoption of 3G mobile technologies.


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Table 15. Model Summary Model 1

R .877(a)

R Square .769

Adjusted R Square .724

Std. Error of the Estimate .501


a Predictors: (Constant), 3G mobile services will Allow me to do things faster, 3G mobile services will increase the quality of communication, 3G mobile services will increase my degree of mobility , 3G provides a wide variety of service, 3G mobile services excite me, It will be interesting to use 3G mobile services, Using 3G mobile services will be a status

symbol, I like to purchase new information/communication technologies, I think my contacts are eager to use 3G services, 3g technology adoption Cost is reasonable in Bangladesh, It will be easy to learn using 3G mobile services, Using 3G mobile services will be clear and understandable.

Table 16. ANOVA (b) Model 1

Regression

Sum of Squares 51.609

df 12

Mean Square 4.301

Residual

15.538

62

.251

Total

67.147

74

F 17.161

Sig. .000(a)


A. Predictors: (Constant), 3G mobile services will Allow me to do things faster, 3G mobile services will increase the quality of communication, 3G mobile services will increase my degree of mobility , 3G provides a wide variety of service, 3G mobile services excite me, It will be interesting to use 3G mobile services, Using 3G mobile services will be a status symbol, I like to purchase new information/communication technologies, I think my contacts are eager to use 3G services, 3g technology adoption Cost is reasonable in Bangladesh, It will be easy to learn using 3G mobile services, Using 3G

mobile services will be clear and understandable. B. Dependent Variable: Overall 3g adoption intention From Table: 15 & 16 it would be said that, The F-statistics for this study is significant at 1 percent level (Sig. F