Constructing Perceived Intention to Use Smart Phones at Bottom of the Pyramid (BOP) Market

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creativework.keywordsBOP, Smart Phones, Perceived intention to use, TAM, TRA, Bangladesh
dc.contributor.authorMahmud Habib Zaman
dc.contributor.authorZarjina Tarana Khalil
dc.contributor.authorMuhammad Sabbir Rahman
dc.contributor.authorSheikh Morshed Jahan
dc.contributor.editorMohammad Mahboob Rahman
dc.date.accessioned2024-01-24
dc.date.accessioned2024-01-24T05:07:37Z
dc.date.available2024-01-24T05:07:37Z
dc.date.issued2017-12
dc.description.abstractThis research investigates the factors contributing to the perceived intention to use smart phones by customers at the Bottom of the pyramid (BOP) market. Although proliferation literature exists on mobile adoption, studies centered at the BOP market are limited. The scales i f this study were adapted from previous research, namely, Technology Acceptance model (TAM). To identifr and prioritize factors affecting perceived intention to use smart phones, a sample size of 100 respondents 09-om the BOP segment) participated in this study; exploratory factor analysis (EM) was later conducted. The results of this study confirms that BOP consumers' intention(s) to use smart phones is positive and significantly associated with attitude to use smart phones. The Findings of this study may contribute to phone manufacturers and other indusby players (i.e. Telecom Companies) to devise strategies (i.e. communication) and target this potentially vast, yet untapped market.
dc.identifier.doihttps://doi.org/10.47126/J.NSBR.1991-4938
dc.identifier.issn1991-4938
dc.identifier.urihttps://repository.northsouth.edu/handle/123456789/393
dc.language.isoen
dc.publisherNorth South University
dc.rights©School of Business and Economics, North South University
dc.titleConstructing Perceived Intention to Use Smart Phones at Bottom of the Pyramid (BOP) Market
dc.typeArticle
oaire.citation.endPage15
oaire.citation.issue1
oaire.citation.startPage1
oaire.citation.titleNorth South Business Review
oaire.citation.volume08
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