Factors Influencing the Usage of 3G Mobile Services: An Empirical Study on Bangladeshi Young Citizens

The purpose of this research is to explain the critical factors that are influencing the usage of 3G mobile services among the young citizens of Bangladesh. This study applied cross-sectional research design where the researchers used survey questionnaires for data collection. A total of 200 responses were collected from students of Bangladesh higher learning institutions. The data was analyzed through exploratory factor analysis (EFA) and regression. The results indicated two constructs (perceived usefulness and perceived ease of use) of technology acceptance model (TAM) along with personal innovativeness have positive and significant effect whereas perceived price has a negative impact and image factors failed to prove any significance on 3G mobile service usage intentions of young citizens. The repercussion originated from this study will help the policymakers of the service operators to provide better service and to make this young consumer group more satisfied.