Consumer Acceptance of More-Than-Voice (MTV) Services: Evidence from the Bottom of Pyramid in Bangladesh
- The Journal of Developing Areas
- Tennessee State University College of Business
- Volume 49, Number 5, 2015 (Special Issue)
- pp. 25-39
- View Citation
- Additional Information
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.