Factors influencing Intention to Use Mobile Information Services among Young Users: A Comparative Cross-country Study

Qazi Mahdia Ghyas and Fumiyo N. Kondo

This study aims to understand how young mobile phone users in Japan and Bangladesh access mobile entertainment services (MES). The authors examined a cross-national analysis of behavioural intention (BI) factors using a combined technology acceptance (TAM) model and the theory of planned behaviour (TPB) model by using the factors of perceived value (PV), perceived behavioural control (PBC), subjective norm (SN), and attitude (ATT). The authors analysed two sets of data: (1) Bangladesh, 2014 and (2) Japan, 2009. Results show that consumer’s intention to use MES for Bangladesh was the same as those for Japan. PV and ATT were found to have positive significant influence on the intention to use the services.