An Empirical Study on Mobile Adoption in Bangladesh- An Application of Bass Model

Authors

  • Dr. Mohammad Thoufiqul Islam Professor, Department of Management, University of Dhaka, Dhaka-1000

Keywords:

Mobile Adoption, Diffusion of Innovation, Innovation Effect, Imitation Effect, Word of Mouth

Abstract

Bangladesh is passing through a digital era which is evident by the high rate of adoption of mobile users. It is
undoubtedly a question why such diffusion taken places in Bangladesh. This study thus intends to reveal the issue through
the Bass model which proposes two major factors of diffusion namely innovation and imitation factor. An empirical study
outcome revealed that imitation effect (word of mouth and subjective norm) was higher than innovation effect (usefulness,
ease of use and self-efficacy). Rate of literacy, low rate of business usage, less technical knowhow and higher influence
by others are some aspects behind the result. Thus operators should understand the reasons behind the diffusion and
take proper steps for different business purposes.

Author Biography

Dr. Mohammad Thoufiqul Islam, Professor, Department of Management, University of Dhaka, Dhaka-1000



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Published

2021-08-17

How to Cite

Dr. Mohammad Thoufiqul Islam. (2021). An Empirical Study on Mobile Adoption in Bangladesh- An Application of Bass Model. Academic Journal on Business Administration, Innovation & Sustainability, 1(3), 1–7. Retrieved from https://www.allacademicresearch.com/index.php/AJBAIS/article/view/11