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

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.