Intention to use advanced mobile phone services (AMPS)

Purpose - This paper aims to examine the influence and applications of both the technology acceptance model (TAM) and the diffusion of innovation (DOI) model on the intention to use advanced mobile phone services (AMPS) among Bangladeshi users. It also seeks to examine the moderating role of attitude towards use in the AMPS research model. Design/methodology/approach - This is a quantitative study. A questionnaire was developed from previous studies and data were collected from young people between 18 and 31 years of age in Dhaka, Bangladesh. Regression was employed to test the hypotheses. Findings - The results indicate that perceived usefulness and compatibility are key factors for using AMPS, while other factors such as perceived ease of use and complexity are not as significant. Findings also confirm that attitudes towards use play a moderating role between perceived usefulness/complexity and intention to use AMPS. Research limitations/implications - Future research is required as this paper focuses only on the younger age range in Dhaka, Bangladesh. Practical implications - Findings indicate that AMPS can be used by younger segments of the population if the elements of TAM and DOI theory are emphasised. Originality/value - The paper reinforces the body of knowledge relating to AMPS in the telecommunications industry.