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Consumer Acceptance of More-Than-Voice (MTV) Services:Evidence from the Bottom of Pyramid in Bangladesh

Author

Listed:
  • Muhammad Muazzem Hossain*
  • Md. Raihan Jamil

    (MacEwan University, Canada)

Abstract

More-than-voice (MTV) services are becoming widespread in the developing countries among individuals who represent the bottom-of-pyramid (BoP). The BoP comprises individuals whose income is less than $2 per day. Despite the widespread use of MTV services among the consumers at the BoP, there is no study on what affects their adoption of these services. Therefore, this study investigates the factors that influence consumer acceptance of MTV services at the BoP. The research model proposes that perceived usefulness, perceived ease of use, perceived social influence, perceived acumen to use, perceived value and perceived facilitating conditions are the principal factors influencing the consumer acceptance of MTV services at the BoP. Secondary data collected by Teleuse@BOP4 from Bangladesh were used to validate the proposed model. Multiple regression analysis was conducted to test the hypotheses. The results indicate that the acceptance of MTV services at the BoP is positively influenced by perceived usefulness, perceived ease of use, perceived acumen to use, perceived facilitating conditions and perceived value. The results also indicate that perceived social influence has no significant influence on the acceptance of MTV services by consumers in the BoP.

Suggested Citation

  • Muhammad Muazzem Hossain* & Md. Raihan Jamil, 2015. "Consumer Acceptance of More-Than-Voice (MTV) Services:Evidence from the Bottom of Pyramid in Bangladesh," Journal of Developing Areas, Tennessee State University, College of Business, vol. 49(5), pages 25-39, Special I.
    • Handle: RePEc:jda:journl:vol.49:year:2015:issue5:pp:25-39
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    Citations

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    Cited by:

    1. Hasan, Rajibul & Lowe, Ben & Petrovici, Dan, 2020. "Consumer adoption of pro-poor service innovations in subsistence marketplaces," Journal of Business Research, Elsevier, vol. 121(C), pages 461-475.
    2. Kuldeep Baishya & Harsh Vardhan Samalia, 2020. "Factors Influencing Smartphone Adoption: A Study in the Indian Bottom of the Pyramid Context," Global Business Review, International Management Institute, vol. 21(6), pages 1387-1405, December.

    More about this item

    Keywords

    More-than-voice; MTV; MTV services; Bottom of Pyramid; Technology Adoption; Consumer Acceptance;
    All these keywords.

    JEL classification:

    • O1 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development
    • O2 - Economic Development, Innovation, Technological Change, and Growth - - Development Planning and Policy
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights

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