Identification of the Key Factors Affecting the Adoption of Mobile Phone Gaming: A Study in the Context of Bangladesh.
In recent years the use of mobile phones and smart phones have become more widespread and continue to grow significantly and almost half of the population of the earth now use mobile communications. The mobile telecommunications industry is a key driver of both economic and social development across the globe and it is one of the most transformational industries in the world today, enriching the daily lives of almost half of the world’s population and mobile device is becoming part and parcel in our daily life and plays a pivotal role in passing time and recreation device for people specially young generation. This study investigates the identification of the key factors affecting the adoption of mobile phone gaming in the context of Bangladesh. The nature of the research is conclusive in form of descriptive with the help of collecting primary data via personal face to face interview where non probability convenience sampling were used and primary data were analyzed by descriptive statistics, correlation, ANOVA, multiple regression, factor analysis (principal component analysis). The result of the study shows that all the variables are correlated with and they have significant influence on the adoption of mobile phone gaming. The main findings of the study reveals that first three factors easiness, usefulness, enjoyment are most influencing factors for mobile phone gaming adoption and subsequent factors are attitude, intention, behavior, and concentration. The contribution made by the study is give suggestions for the operators of mobile phone to consider the above mentioned factors while designing their market offerings for customers to get the maximum benefit by satisfying mobile phone gaming users in Bangladesh. Marketers should, however, carefully consider the key factors that influence the adoption and performance the operations of mobile phone gaming.
