Consumers' intention to accept a new technology: A study of 3G technology in Bangladesh Telecom market

Abstract: Mobile communication has been developed a lot from its creation. Third generation mobile communication which are well known as 3G is also the developed version of 1G, 2G, 2.5G. 3G is now been left behind by its successor 4G. But not every country of the world has yet adopted the 3G technology. The aim of our study is to analyze the determinant factors which influence the customers’ intention to adopt this innovation: 3G acceptance in Bangladesh where 3G is expected to be introducing soon. This study clarifies the factors which influence the customers to adopt a new innovation through the established theories about acceptance of innovation. Also the socio demographic factors which influence individuals to accept or reject the innovation. For this study we have used several well known theories, like, technology acceptance model (TAM) and Rogers’s diffusion of innovation (DOI) theories and we have showed the link between our study topic and the theories. We followed the quantitative research approach. We have constructed five hypotheses based on socio demographic factors and Diffusion of Innovation model. Our study were conducted through a questionnaire survey which was carried on 246 responded of different age, occupation and gender to find out what influence the consumers’ for accept a new innovation. The result of our study shows that, relative advantage is the key determinate factors to influence the consumers’ intention to adopt with new technology, where compatibility is also another determinant factor for switching to new technology but not influence the consumers’ to adopt with new technology. Awareness level is main influential determinant for adopting with new technology which we have founded in our study. We have proposed a model based on the findings of this study to adopt with new technological innovation which have not been introduced yet in the market. Future research needs to develop for a better understanding of the dynamic influences studied here after introducing the 3G technology in this market which will process the measurement of the core constructs used of proposed model. Keywords: Adoption, Communication process, Innovation, Technology, Uncertainty, 3G.