Exploring Influencing Factors towards Intention and Use of Mobile Internet for Youth Consumers in Bangladesh

Abstract

This paper investigates the factors played significant role to use mobile internet services. A research framework was developed to testify the statistical relationships and a survey instruments were employed on mobile internet users to collect data from 413 students from five Universities. The UTAUT model of technology acceptance and use has been utilized as theoretical framework to measure the effects of the factors that account for intention and use of the mobile internet. A multiple regression analysis is carried out to determine the attributes that affect the intention and use of mobile internet. The study reveals that performance expectancy, effort expectancy, social influence, perceived risk, and personalization appear significant among the six attributes to influence behavioral intention and behavioral intention and facilitating conditions perform significant factors to influence actual use of mobile internet. The findings may provide feedback and contribute to the improvement of service providers' strategy and marketing program.