PART: A

Executive Summary
This research intends to investigate the relationships of perceived usefulness, perceived ease of use, social influence, trust, perceived cost and consumer intention to use m-commerce in the context to bkash limited in Bangladesh. It is a correlation study that measures the relationship by showing perceived usefulness, perceived ease of use, social influence, trust, perceived cost as the independent variables and consumer intention to use m-commerce as the dependent variable. The sample for this study was the people living in Dhaka and Comilla city who use bKash for sending or receiving money from different location in Bangladesh. Total 50 questionnaires were distributed among the undergraduate students and 50 questionnaires were used for data analysis. SPSS 17.0 was used to analyze the collected data. Correlational, Coefficient analysis and stepwise regression analysis were performed for testing hypothesis. The correlation, Coefficient analysis and stepwise regression analysis provided meaningful support to the hypothesis. Finally, considering the time and resource constraints, the researcher tried to follow every possible guideline to establish the relationship between the variables.

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1.0 Introduction:

The current market environment is going to be more competitive in the world. To stay and run a business in this competitive market people have to take more strategies for attracting customers to their business by creating better facilities and attractive services. By the changing of technology, using of mobile is increasing day by day. So, the service should be related with the technology and mobile based that people can easily use it in any place for any situation.

M-commerce or Mobile banking is done by wireless devices through mobile phone without any internet connection. bKash limited is also doing their business through mobile devices. They are provident their services by mobile. People can make their banking facilities using their own mobile devices.

1.0.1 Company Information:

bKash Limited (a subsidiary of BRAC Bank) is a joint venture between BRAC Bank Limited, Bangladesh, and Money in Motion LLC, USA. The ultimate objective of bKash is to ensure access to a broader range of financial services for the people of Bangladesh. It has a special focus to serve the low income masses of the country to achieve broader financial inclusion by providing services that are convenient, affordable and reliable.

More than 70% of the population of Bangladesh lives in rural areas where access to formal financial services is difficult. Yet these are the people who are in most need of such services, either for receiving funds from loved ones in distant locations, or to access financial tools to improve their economic condition. Less than 15% of Bangladeshis are connected to the formal
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banking system whereas over 50% has mobile phones. These phones are not merely devices for talking, but can be used for more useful and sophisticated processing tasks. bKash was conceived primarily to utilize these mobile devices and the omnipresent telecom networks to extend financial services in a secure manner to the under-served remote population of Bangladesh.

Specialties
Mobile Financial Services, Payment System Operator

Type Company Size Website Industry Founded

Privately Held 201-500 employees http://www.bkash.com Financial Services 2010

Service Overview
Ensuring access to a broader range of financial services for the people of Bangladesh is the ultimate objective of bKash. It has a special focus to serve the low income people of the country and promote sustainable micro-savings to achieve broader financial inclusion by providing financial services that are convenient, affordable and reliable.

Mission
By providing financial services that are convenient, affordable and reliable, bKash aims to widen the net of financial inclusion. bKash wants to provide a solution for mobile financial services,
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built on a highly scalable mobile money platform, allowing people of Bangladesh to safely send and receive money via mobile devices.

Benefits:
Fast Affordable Secure Convenient Nationwide

1.0.2 Board of Directors

NAME
Mr. Muhammad A. (Rumee) Ali Mr. Shib Narayan Kairy Mr. Syed Mahbubur Rahman Mr. Shameran Abed Mr. Iqbal Quadir Mr. Nicholas Hughes Mr. Arun Gore

DESIGNATION
Chairman Director Director Director Director Director Director

Table No 1: Board of Directors

1.0.3 Partners:
Robi Grameenphone banglalink airtel BRAC Bill & Melinda Gates Foundation
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ShoreBank International

Fundamo, a Visa company

1.1 Purpose of the study

The purpose of this research is to empirically examine the factors affecting the adoption of of mcommerce/M-banking in Bangladesh in the context of bKash limited. An empirical analysis is conducted by developing a model to test the hypotheses of the adoption. This paper is organized as follows:

providing a literature review on adoption factors of m-commerce; developing a research model based on literature review; addressing the research methods; discussing the research findings; and Discussing the practical and managerial implications of this study.

Growing evidences support that intentions to buy is influenced by five factors in this study are perceived usefulness (PU), perceived ease-of-use (PEOU), social influence (SI), perceived cost and trust. These five very significant variables (perceived usefulness (PU), perceived ease-of-use (PEOU), social influence (SI), perceived cost and trust) will assist bKash limited out door branding to plan and execute marketing strategies that will maximize their consumers usefulness to use bKash as well as the profit.

1.2 Problem Statement

Mobile banking is a totally new concept in Bangladesh. Although there are some banks that provide m-banking service but services are different than bKash limited. bKash has some agents in different location of the country but other banks has not agents. They only have ATM boot

from where customer can withdraw money. So a research can be done on m-commerce or Mobile banking in Bangladesh that will help those companies for taking important decision to increase their customers and improve their service quality.

Intention to use (IU) is, in fact, the behavior intention of the customer to accept a service. Adopting effective strategies to make the customers use more bKash services is going to be a profitable strategy and this kind of profitable strategy results in more new customers, more profit with existing customers, fewer lost customers and fewer mistakes regarding the performance of services. The current research modifies that study where the researcher wants to develop a relationship framework by considering Intention to Use (IU) as the dependent variable and perceived usefulness (PU), perceived ease-of-use (PEOU), social influence (SI), perceived cost and trust as independent variables.

1.3 Research Timeline

2013 2013 2013 2013 2013 2013 2013 February March March April April April May Research Proposal Writing. Literature Review. Development of conceptual framework. Data collection procedure. Data analysis and interpretation of the findings. Submission of draft copy. Submission of research paper.

Table No 2: Research timeline.

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1.4 Limitations of the study

The study was limited by a number of factors. Firstly, the study was confined only to Dhaka and comilla city whether the results from this research would be consistent with other districts bKash users would need to be verified through further research. Secondly, sample size was too small to represent the proposed scenario. Thirdly time constraint led to get narrower outcomes, and finally the knowledge constraint of the researcher was another limitation for the study.

2. Literature review
Using mobile phone banking or m-commerce is very new concept in Bangladesh. So, there has been no significant research on Mobile banking or m-commerce in Bangladesh. There are five independent variables in this research, which are taken from previous research. These variables are-

i. ii. iii. iv. v.

Perceived Usefulness (PU) Perceived Ease of Use (PEOU) Social Influence (SI) Trust Perceived Cost (PC)

There is only one Dependent variable in this research, which is also taken from previous research. That is-

i.

Intention to use

Past studies included various frameworks and models to clarify the factors or determinants

theories such as TAM (Davis, 1989), TPB (Ajzen, 1991) and DOI (Rogers, 1995).

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influencing the acceptance of technology in consumer context. Most of them are based on

TAM proposed that perceived usefulness (PU) and perceived ease-of-use (PEOU) are both able to predict the behavioural IU a technology of users. PU is the extent to which an individuals expectation that the use of the technology will improve ones job performance whereas PEOU is the belief that using the technology will be free of effort (Davis, 1989; Fusilier and Durlabhji, 2005).

In order to enhance the prediction of usage intention of m-commerce in Bangladesh in the context of bKash while retaining the model simplicity, this study selects the approach that extends the TAM by including three additional constructs: social influence (SI), perceived cost and trust, SI and perceived cost are the constructs derived from TPB and DOI theories.

Besides, incorporating three additional constructs into original TAM, there are another two major differences between the original TAM and the proposed research model. Firstly, since mcommerce is still at its immaturity stage in Bangladesh, the investigation of intention to use (IU) m-commerce is chosen to examine the adoption of m-commerce instead of actual use in the study (Lu et al., 2003; Liao et al., 2007). Secondly, the attitude construct has been removed from the model for simplicity purpose (Luarn and Lin, 2005).

2.1 Variable Measurements

2.1.1 Independent Variables The independent variables were based on factors derived from existing literatures. The questions were modified to fit the context of m-commerce in the context of bKash. For instance, the scales for consumer IU m-commerce were measured using the items adapted from the original TAM

A total of 19 questions were developed to capture the four adoption factors under investigation.

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(Davis, 1989).

Each question was measured by five-point Liker scale. For instance, 1 denoted as strongly disagreed, 2 denoted as disagree, 3 denoted as Neither agree nor disagree, 4 denoted as agree and 5 denoted as strongly agree. Statements that were negatively stated were reversed coded during the analysis, such as the items for perceived cost. These negative worded items are important in reducing the response bias since the respondents have to read the items carefully in case they are phrased the other way round (Field, 2005).

2.1.2 Dependent Variables The measurements for consumer IU m-commerce were measured using items adapted from the original TAM (Davis, 1989). In this study, some of items for IU in the questionnaire were also consistent with that of Kurnia et al. (2006), Luarn and Lin (2005), Liao et al. (2007), Khalifa and Shen (2008) and Shin (2007). The consumer IU item was measured using five-point Liker scale where 1 strongly disagree, 2 disagree, 3 Neither Agree nor Disagree, 4 agree and 5 strongly agree. Four questions were used to capture the IU m-commerce by the mobile device users. The reliability coefficient for the scale was 0.83.

3.0 Research Hypothesis, Conceptual Framework and Research Questions

3.1 Research Hypothesis Development
3.1.1 Perceived usefulness
PU is defined as the degree of which an individual believes that using a system would improve his or her job performance (Davis, 1989). The effect of PU on IU has been validated in many
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existing studies (Luarn and Lin, 2005; Lin and Wang, 2005; Guriting and Ndubisi, 2006). For

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example, Wong and Hiew (2005) suggested that the usage of m-commerce is strongly driven by the usefulness of the mobile service, which includes ubiquity, personalization, localization, timeliness and network stability.

Hence, in this study, PU is defined as the extent to which individual believes that the use of mcommerce will improve his or her job performance and daily activities. This construct not only assess the extrinsic characteristics of m-commerce, but it also shows how m-commerce can help the users to achieve task-related goals, such as effectiveness and efficiency (Ho and Kwok, 2003). Hence, the hypothesis is proposed as:

H1. PU has a positive effect on consumer IU m-commerce in Bangladesh.

3.1.2 Perceived ease-of-use

Although an individual may believe that an application is useful, he or she might also find that the system is difficult to use (Davis, 1989). PEOU has been considered as an important determinant in adoption of past information technologies such as intranet (Chang, 2004), 3G (Liao et al., 2007), online banking (Guriting and Ndubisi, 2006; Jahangir and Begum, 2008), wireless internet (Lu et al., 2003), internet commerce (Cho et al., 2007) and m-commerce (Lin and Wang, 2005; Wang and Barnes, 2007; Kurnia et al., 2006; Mallat et al., 2006; Luarn and Lin, 2005). According to Rogers (1995), complexity of one particular system will become the inhibitor that discourages the adoption of an innovation.

Once again borrowing from Davis (1989), PEOU refers to the degree to which an individual believes that using m-commerce would be free of physical and mental effort. For example, someone may find using services on mobile devices tedious and complex due to the constraints

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of physical features of m-commerce such as its small display screen or difficulty in keying in data. Consequently, m-commerce must be easy-to-use or learn and the following hypothesis is proposed:

H2. PEOU has a positive effect on consumer IU m-commerce in Bangladesh.

3.1.3 Social influence

SI according to Lu et al. (2003) is equivalent to subjective norm and is defined as an individuals belief about whether significant others think that one should engage in the activity. Subjective norm is studied in both TRA and TPB as the important determinant to explain the adoption of a system. Chang (2004) found that social factor, which is derived from TPB, can enhance the validity of the TAM in intranet usage.

Based on DOI theory, SI can be divided into two forms: mass media and interpersonal influence (Rogers, 1995). Mass media influence includes newspapers, magazines, academic journals, television, radio, internet, and other applicable mediums. Interpersonal influence normally comes from social network such as peers, friends, superiors and so on (Rao and Troshani, 2007). Fan et al. (2005) stated that user is more likely to suggest and recommend a service to others, if he or she is satisfied with the service. Their finding also revealed that SI had more impact on users acceptance of m-commerce than PU and PEOU. Khalifa and Cheng (2002) also found that SI had strong effect on consumer IU the m-commerce. Hence, the following hypothesis is proposed:

H3. SI has a positive effect on consumer IU m-commerce in Bangladesh.

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3.1.4 Perceived cost

Price or cost factor is one of the reasons that could slow down the development of m-commerce. Cost factor may consist of initial purchase price (e.g. handset fee), ongoing usage cost (subscription fee, service fee and communication fee), maintenance cost and upgrade cost (Luarn and Lin, 2005).

Pagani (2004) stated that price or cost factor was one of the main determinants of 3G services adoption. Anil et al. (2003) also stated that cost is one of the factors influencing the adoption of m-commerce in Singapore. Sathye (1999) stressed the importance of price or cost factors in adoption of innovations. He stated that cost is one of the reasons that prevent consumers from Singapore and Australia to use internet banking. Carlsson et al. (2006) also found that cost related issues is more important than privacy and security issues when it comes to the adoption of 3G services among users in Finland. In this study, the cost factor is tested in Perceived cost construct which is defined as the extent to which individual perceive that using m-commerce is costly. Thus, the following hypothesis is proposed:

H4. Perceived cost has a negative effect on consumer IU m-commerce in Bangladesh.

3.1.5 Trust
Trust is an important element affecting consumer behavior and it determines the success of technologies adoption such as e-commerce (Holsapple and Sasidharan, 2005). There are various definitions of trust in existing literatures. Cho et al. (2007) defined trust from the business point of view, and defined it as buyer-seller relationships as the perception by a prospective buyer of credibility and benevolence in the target of trust. Pavlou (2003) stated that trust in e-commerce

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is the belief that allows consumers to willingly become vulnerable to the online retailers after having considering the retailers characteristics. This definition is consistent with the construct of trust as a salient belief that includes goodwill trust (benevolence) and credibility (honesty, reliability, and integrity) (Chew, 2007; Pavlou, 2003). The definition of trust from Pavlou (2003) captured two distinct but inseparable facets of trust in ecommerce. It involves the traditional view of trust in a specific party (online companies) as well as implicitly encompasses trust in the integrity of the transaction medium (internet security technology) (Chew, 2007; Pavlou, 2003). Trust is more crucial and complex in environment such as e-commerce and m-commerce than general and traditional commerce due to its uncertain environment (Lu et al., 2003; Cho et al., 2007) and information asymmetry (Cho et al., 2007). The buyers and sellers normally complete the transaction through these technologies will not necessary meet each other face to face. The buyers will thus be worried that their personal information and money will be transferred to third party without their knowledge (Luarn and Lin, 2005). Sathye (1999) identified security concern as the biggest obstacle to adoption of online banking in Australia. According to Lu et al. (2003), m-commerce is exposed to greater danger of insecurity than e-commerce and therefore the importance of trust is relatively higher in mcommerce. Luarn and Lin (2005) found that perceived credibility (security and privacy) has a stronger effect on consumer IU mobile banking than PU and PEOU. In this study, trust is defined as the extent to which an individual believes that using m-commerce is secure and has no privacy threats. Since the impact of trust on IU an online technology is hard to be ignored in this study, the following hypothesis is developed:

H5. Trust has a positive effect on consumer IU m-commerce in Bangladesh.

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3.2 Conceptual Framework:

Perceived Usefulness H1 Perceived Ease of Use Social Influence H2 H3 H4 Trust H5 Consumer intention to use m-commerce in the context of bKash

Perceived Cost

Figure 1: Conceptual Framework 3.3 Research Questions

1. Is there any relationship between Perceived Usefulness (PU) and consumer intention to use (IU) m-commerce in Bangladesh in the context of bKash? 2. Is there any relationship between perceived ease-of-use (PEOU) and consumer intention to use intention to use (IU) m-commerce in Bangladesh in the context of bKash? 3. Is there any relationship between social influence (SI) and consumer intention to use (IU) m-commerce in Bangladesh in the context of bKash? 4. Is there any relationship between Perceived costs has a negative effect on consumer intention to use (IU) m-commerce in Bangladesh in the context of bKash? 5. Is there any relationship between Trust and consumer intention to use (IU) m-commerce in Bangladesh in the context of bKash?
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4. Research Methodology:
4.1Research Design
The relationship between the independent variables (Perceived usefulness, perceived ease of use, social influence, trust, perceived cost) and the dependent variable (Consumer Intention to use bKash) has been portrayed by the conceptual framework (Figure 1). As a result, the model specifically supports the research questions and hypotheses.

To gather data on the research questions, the researchers used questionnaire. The rationale behind using questionnaire to collect data is:

1) It takes less time to fill up a questionnaire. Therefore, the bKash users will feel comfortable in providing adequate data. 2) Personal interview is not considered due to the shortage of time and cost. 3) The data gathered through questionnaire is easy to analyze.

In the long run, questionnaire seemed to be the most appropriate method to collect data for this study.

4.2 Sampling Method

The sample was the people of Dhaka and comilla city who use the bKash limited for sending and receiving money from different corner of the country. The sample was believed to provide adequate findings about this study. The researcher used non-probability convenience sampling

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live in Banasree, Bashundhara, and Gulshan 1 area in Dhaka city and Kotbari area of Comilla

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technique and decided to gather data by distribution questionnaires over 50 bKash users who

city. Initially, the researcher gathered 50 questionnaires.

4.3 Survey Instrument

Like most other researches, A survey questionnaire was developed from previous empirical studies from prior researchers (Luarn and Lin, 2005). Hence, in this research 23 survey items for six constructs in the questionnaire actually come from the prior empirical studies, and are modified to fit the context of m-commerce in the context of bKash in Bangladesh. I have given a Table below that shows the sources of collecting the questions from.

Number Constructs Perceived usefulness of items 5 Sources Tailor and Todd (1995), Khalifa and Cheng (2002), Wang and Barnes (2007), Kurnia et al. (2006) and Wong and Hiew (2005) Social influence 5 Luarn and Lin (2005), Lin and Wang (2005) and Wong and Hiew (2005) Perceived financial cost Perceived ease-of-use 3 3 Davis (1989), Mallat et al. (2006), Liao et al. (20070 and Moon and Kim (2001) Wang and Barnes (2007), Luarn and Lin (2005), Chew (2007) and Lin and Wang (2005) Intention to use 4 Davis (1989), Liao et al. (2007) and Kurnia et al. (2006)

Table No 3: Operational Definition.

4.4 Data Collection Procedure

The questionnaire method had been used for data collection for this study, the researcher

city. Researcher had a few reasons to choose this research method. These are as follows:

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distributed questionnaires among the bKash users in different location of Dhaka and Comilla

1. It allows large amounts of information to be obtained at a relatively low cost. 2. More accurate responses are expected to be obtained because interviewer bias is avoided. Since this study intended to measure the bKash users intention to use to a particular or defined area, respondents were randomly approached in the Different location of Dhaka city (Banasree, Bashundhara, and Gulshan 1 area) and Comilla city (Kotbari area). Convenience sampling approach was maintained as data were collected on different days as well as at uniformly distributed time intervals. Moreover, care was also taken to ensure the presence of customers of different ages, genders, and educational backgrounds.

4.5 Data Analysis

Pearsons Correlation analysis had been used to find out the relationship between the independent and dependent variables. Correlation analysis is the statistical tool that can be used to describe the degree to which one variable is linearly related to another (William, and Anuchit, 2002). After collecting the data, Pearsons correlation matrix for the variables was prepared and the researcher looked for significant correlations. The researchers used descriptive, correlations, and regressions to test the strength of associations between the studied variables.

The Statistical Package for Social Science (SPSS) version 17 software was employed to analyze the data collected from the actual survey.

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5.0 Results and Discussion

IU = Intention to Use, PU= Perceived Usefulness, SI= Social Influence, PC= Perceived Cost and PEOU= Perceived ease-of-use.

5.1 Reliability Coefficient and Descriptive Statistics

The reliability coefficients, means and standard deviations of all the constructs in the current study are displayed in Table 4. The coefficient alphas for the different constructs were computed using the reliability procedure in SPSS 17. For early stages of any research the reliability is equal or above of .50 is sufficient.

Table 4: Reliability Coefficient and Descriptive Statistics of Intention to use, perceived usefulness, social influence, Trust, perceived cost and perceived ease of use. Scales Intention to use Perceived Usefulness Social Influence Trust Perceived Cost Perceived ease of use Note: n=50 No of items 4 5 5 3 3 3 Alpha -.28 .50 ,27 -.15 .21 .64 M 4.62 4.14 3.89 4.24 2.76 4.27 SD .20 .31 .24 .23 .34 .36

Mean scores have been computed by equally weighting the mean scores of all the items. On a five point scale the mean score for intention to use is 4.62 (SD = .20). The mean of Perceived

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of use is 4.27 (SD = .36).

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usefulness is 4.14 (SD = .31). The mean of Trust is 4.24 (SD = .23). The mean of Perceived ease

The mean score for Social Influence is 3.89 (SD = .24). It suggests that social influence of using bKash is high. On the other hand, the mean of Perceived Cost 2.76 (SD = .34) which is very high.

5.2 Correlation Matrix

A relational study on Intention to use, perceived usefulness, social influence, Trust, perceived cost and perceived ease of use. A correlation analysis was conducted on all variables to explore the relationship between the measured variables. In interpreting the strength of relationships between variables, the guidelines suggested by Rowntree (1981) were followed. His classification of the correlation Coefficient is as follows:

Table 5: Correlation Classification

0.0 to 0.2 0.0 to 0.4 0.0 to 0.7 0.0 to 0.9 0.0 to 1.0

Very weak, negligible Weak, low Moderate Strong, High marked Very strong, very high

The bivariate correlation procedure was subject to a two tailed test of statistical significance at

the correlational analysis are shown in table.

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two different levels highly significant (p<.001) and significant (p<.01) or (p<05). The results of

Table 6: Correlation Matrix for Intention to use, perceived usefulness, social influence, Trust, perceived cost and perceived ease of use.

Correlations IU IU Pearson Correlation Sig. (2-tailed) N PU Pearson Correlation Sig. (2-tailed) N SI Pearson Correlation Sig. (2-tailed) N Trust Pearson Correlation Sig. (2-tailed) N PC Pearson Correlation Sig. (2-tailed) N PEOU Pearson Correlation Sig. (2-tailed) N 50 .161 .264 50 .242 .090 50 -.092 .527 50 .014 .925 50 .374
**

PU 1 .161 .264 50 1

SI .242 .090 50 .268 .060 50 .268 .060 50 .166 .249 50 .144 .319 50 .248 .082 50 50 .035 .807 50 -.024 .868 50 -.062 .671 50 50 1

Trust -.092 .527 50 .166 .249 50 .035 .807 50 1

PC .014 .925 50 .144 .319 50 -.024 .868 50 .252 .078 50 50 1

PEOU .374
**

.007 50 .248 .082 50 -.062 .671 50 -.202 .159 50 -.027 .852

.252 .078 50 -.202 .159 50

50 -.027 .852 50

50 1

.007 50

50

**. Correlation is significant at the 0.01 level (2-tailed).

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Table 7: Correlation between most significant to least significant Independent variables on dependent variables.

Rank 1 2 3 4 5

Dependent Independent

IU

PEOU SI PU PC Trust

.374** 0.242 0.161 0.014 -0.092

From the left to right, the table shows the most significant variables to least one or the weak one. The most significantly related independent variable on dependent variable is Perceived ease-ofuse (PEOU) (r=.374, p<.01). There is only one independent variable which is significant related with dependent variable and rests are not significantly related with dependent variable but somehow have some kind of relationship with dependent variable. Though the relationship between Social influence and Intention to use is not significant, but this independent variable has grater impact on the dependent variable than other independent variable except PEOU. This variable ranks in the second position in terms of relationship with the dependent variable. The relationship is weak (.2 < r < .4, r = .242).

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The relationship between Perceived Usefulness (PU) and Intention to use (IU) is insignificant and the strength is very weak (r < .2, r = .161) which is weaker than the relationship between Social influence and Intention to use. There is a Positive insignificant correlation between Perceived cost (PC) and Intention to use (IU) and the strength is very weak (r < .2, r = .014) which is weaker than the relationship between Perceived usefulness and intention to use. There is only one independent variable which is negatively and insignificantly related with dependent variable. The relationship between Trust and Intention to use (IU) is negatively insignificant and the strength is very weak (r < .2, r = -.092) which is weaker than other independent variables.

5.3 Regression analysis (stepwise):

Regression was conducted to assess the relationship between Intention to use, perceived usefulness, social influence, Trust, perceived cost and perceived ease of use.

Table 8: Model Summary (stepwise).

Model Summary Adjusted R Model 1 2 R .374 .459
a b

Std. Error of the Estimate

R Square .140 .211

Square .122 .177

.19053 .18445

a. Predictors: (Constant), PEOU b. Predictors: (Constant), PEOU, SI

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In the table of the model summary PEOU and SI can explain 21.1% of IU (Intention to use) of bKash. PEOU can explain 14% and SI can explain 7.1% of IU individually.

5.4 Regression Analysis (Enter):

Table 9: Model Summary (Enter):

Model Summary Adjusted R Model 1 R .461

a

Std. Error of the Estimate

R Square .213

Square .123

.19040

a. Predictors: (Constant), PEOU, PC, SI, Trust, PU

From the above model summary we can see that the PEOU, PC, SI, Trust and PU can explain 46.1% of Intention to use.

6.0 Recommendation
At the end of all the analysis of m-commerce in the context of bKash in Bangladesh it could be recommended that Customer intention to use has a weak but positively significant correlation between perceived ease of use. So, bKash should focus on their technical side for making easier, understandable and faster their service to their customers. They should reduce their cost also because, perceived cost is an important factor in this analysis.

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Towards further researchers: When using any borrowed scaled article, always lookout for few things, like - The studied variable whether it matches with your study context or not. - The taken borrowed scale study might do good result for developed country rather then developing country - In the article, whether there is proper meaning and findings of each scale has been given with the proper validation or not - Do not using one study scale, for solving the purpose of another study scale - Proper guidance or supportive literature is given or not.

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PART: B
Working Experience

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7. My Job Description
I was assigned to work with bKash media team that is closely related with outdoor branding. I went to visit market and report to outdoor head who was my supervisor, Mr. Abdul Wadud.

7.1 My specific Job:

As an intern I was given all the liberty to work in friendly environment in bKash media team of Marketing division, bKash limited. I was given specific tasks periodically which were important for the division. From, the starting I got the idea about my team and their jobs. I was appointed in the media team where the main task was to report to the marketing department. After that I started to learn about every report in depth related with my job. I remember that I started with the marketing visit to collect the information about the clients. I had to report quarterly to the outdoor head about1. Advertisements (what is the condition of advertisements?) 2. Movements of competitors (What are the movements of competitor for branding?) 3. Billboards (Where are the billboards? And are those billboards ok?) 4. Are all billboards neat and clean? 5. How can we extend the billboards and where should we set up our new billboards? After collecting all of that information I had to make a report and also a PowerPoint slide

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including some pictures of advertisements, billboards and submit to the outdoor head.

7.1.1 Advertisements: I had to inform to the outdoor head about the advertisements. I had to found out the condition of the advertisements of bkash limited in difference location in Dhaka city sometimes in the out of Dhaka city. 7.1.2 Movements of Competitors: The main competitors of bKash limited are Dutch Bangla bank ltd And Islami bank ltd. They are also providing some facilities of mobile banking for their customers. They are providing different types of new offers to improve their business. I had to find out new movements of those competitors. Firstly, I had to find out what they were offering to attract new customers, how were they improving their advertisements? Secondly, I had to report on those cases and submitted to the outdoor head. 7.1.3 Billboards: bKash limited has setup different types of billboards in different district. I had to visit the billboards in Dhaka city, sometimes in other district with a team and report about the condition of those billboards to the outdoor head. I had to report that whether the billboards were neat and clean, whether those were torn. I had to report about, where should we set up our new billboards also. At first the location should be chosen for set up new billboards. We would chose that location depending on some criteriaa. People gathering place in Dhaka city. b.The centre point of a place

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c. The focusing point of a place/location. d. Near college, university e. Bus stand , rickshaw and CNG stand f. Near garments. g.Beside highways h.Local bazaar i. All entering points of Dhaka city.

7.1.4 Mobile Advertisements. (Boat Branding) bKash limited also arranges some mobile advertisements through boat. They give some banners to the boatmen for advertisements. They attach those banners with the boat. By this process they develop their branding to the people who travel by those boats and also they increase their customers of those areas who live beside the river. I had to go to those areas where bkash gave their advertisements and I had to inquiry on that boat. Finally I had to report to my supervisor Mr. Abdul Wadud.

7.2 Problems and Solutions of bKash limited

Now a days bKash limited has gotten a big popularity in Bangladesh. It is the easiest way to sending and receiving money from any corner of the country to another corner of the country. People can use it easily, so there are a few problem people are facing for using bKash limited. Those problems are discussed below-

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Problem No 1: No recovery system of Money: People may make mistake to send their money by using their mobile phone, but there is no recovery system to recover money from wrong number in bkash limited. Causes of problems: As bKash limited is a mobile based banking system, so there are so many causes for occurring this problem. a. b. c. Someone may input wrong amount of money for sending. Customer may press wrong button of his mobile phone. Customer may input wrong number for sending his/her money.

Solution of problems: I talked with the employee of bKash limited about the problem; they told me that they are not taking any types of solution for this problem yet, because sender may cheat with the receiver of money by recovering money from the receiver after sending money. Problem No 2: Higher service charge The service charge of bKash limited is higher than normal banking system. This problem is decreasing intention of using bKash service to the customers. Causes of higher service charge: Sender has to pay a charge for sending money; receiver has to pay some charges also for collecting money to bKash. On the other hand, receiver has to pay 5 tk commissions to the agents also. After adding all charges the service charge gets higher.

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Solution of the problem: a. bKash should decrease their service charge and make lower profit for getting more customers. b. Agents commission should be reduced or stopped and should be provided by bKash limited. Problem No 3: Cash unavailability The customers claim that they do not get available cash sometimes when they go to receive a big amount of money (more than 50,000) from the agent. Causes of the problem: As these services are provided by the agents, all of them run a small sized shop of mobile money recharge and their capital is small. So they fall into a shortage of money when a big client comes to them for collecting money. Solution for the problems: bKash should provide more money to the agents for savings and agent should also keep some amount of money in advance which will help them to provide more services to their customers and attract more customers for using bKash. Problem No 4: Not Available agent There are so many Mobile recharging shops in different location in Bangladesh. But everybody

Page

area or village area of different district in Bangladesh.

31

is not agents of bKash limited. So, the number of agent of bKash limited is very few in the rural

Causes of the Problem: Some retailers dont want to take the risk of money for their clients. If the retailer makes the mistake for sending money, he has to repay the money to the client because of no recovery systems in bKash limited. On the other hand, agents get a small amount of commission from bKash limited. Solutions of the problem: a. bKash should encourage agents by increasing their commission. b. bKash should make a recovery system to reduce the agents risk. c. In a special day or occasion like Eid, Puja etc. bKash should provide some mobile agent point in different location from which customer can collect money by bKash. Problem No 5: Less External Security The external security of bKash limited is very lower than normal banking. In a normal bank, customer makes their transactions after entering an ATM booth or into the bank office. So, bKash service is more risky than other normal bank. Causes for the problem: Most of the shops of agents of bKash limited are in open places where people gather everyday. For example, the shops are situated in a market which is the risky zone for money. Thief may attack the customers after withdrawing money from bKash as the customers withdraw money in the public place and less external security.

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32

Solutions of the problem a. Agents should make some privacy systems for making transactions with their customers b. Agent may make a private room for giving money to their customers.

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33

8. References
Abu Bakar, F. and Osman, S. (2005), Towards the future of mobile commerce (m-commerce) in Malaysia, Proceedings of IADIS: IADIS International Conference, Web based Communities 2005, Algarve, Portugal. Anil, S., Leow, T.T., Lim, H.M. and Goh, P.G.J. (2003), Overcoming barriers to the successful adoption of mobile commerce in Singapore, International Journal of Mobile Communications, Vol. 1 Nos 1/2, pp. 194-231. Bhattacherjee, A. (2001), Understanding information systems continuance: an expectationconfirmation model, MIS Quarterly, Vol. 25 No. 3, pp. 351-70. Carlsson, C., Walden, P. and Bouwman, H. (2006), Adoption of 3G services in Finland, International Journal of Mobile Communication, Vol. 4 No. 4, pp. 369-85. Chang, P.V. (2004), The validity of an extended technology acceptance model (TAM) for predicting intranet/portal usage, Master thesis, University of North Carolina, Chapel Hill, NC. Chew, K.W. (2007), Modified technology acceptance model as predictor of online purchase behaviour: a Malaysian perspective, PhD thesis, Multimedia University, Cyberjaya. Cho, D.Y., Kwon, H.J. and Lee, H.Y. (2007), Analysis of trust in internet and mobile commerce adoption, Proceedings of the 40th Hawaii International Conference on System Science, USA. Chong, A.Y.L. and Ooi, K.B. (2008), Adoption of interorganizational system standards in supply chains: an empirical analysis of RosettaNet standards, Industrial Management & Data Systems, Vol. 108 No. 4, pp. 529-47. Liao, C.H., Tsou, C.W. and Huang, M.F. (2007), Factors influencing the usage of 3G mobile services in Taiwan, Online Information Review, Vol. 31 No. 6, pp. 759-74. Lin, H.H. and Wang, Y.S. (2005), Predicting consumer intention to use mobile commerce in Taiwan, Proceedings of the International Conferences on Mobile Business (ICMB05), Sydney, Australia. Lu, J., Yu, C.S., Liu, C. and Yao, J.E. (2003), Technology acceptance model for wireless internet,

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Moshin, M., Mudtadir, R. and Ishaq, A.F.M. (2003), Mobile commerce the emerging frontier: exploring the prospects, application and barriers to adoption in Pakistan, paper presented at International Workshop on Frontiers of IT, Islamabad. Muthaiyah, S. (2004), Key success factors of 3rd generation mobile network services for mcommerce in Malaysia, American Journal of Applied Science, Vol. 1 No. 4, pp. 261-5. Neter, J., Kutner, M.H., Nachtsheim, C.J. and Wasserman, W. (1996), Applied Linear Statistical Models, McGraw-Hill, Boston, MA. Nunnally, J. (1978), Psychometric Theory, McGraw-Hill, New York, NY. Ott, R.L. and Longnecker, M. (2001), An Introduction to Statistical Methods and Data Analysis, Thomson Learning Inc., Boston, MA. Pagani, M. (2004), Determinants of adoption of third generation mobile multimedia services, Journal of Interactive Marketing, Vol. 18 No. 3, pp. 47-59. Pavlou, P.A. (2003), Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model, International Journal of Electronic Commerce, Vol. 7 No. 3, pp. 101-34. Rao, A. and Troshani, I. (2007), A conceptual framework and propositions for the acceptance of mobile services, Journals of Theoretical and Applied Electronics Commerce Research, Vol. 2 No. 2, pp. 61-73. Rogers, E.M. (1995), Diffusion of Innovations, 4th ed., The Free Press, New York, NY. Sathye, M. (1999), Adoption of internet banking by Australian consumers: an empirical investigation, International Journal of Bank Marketing, Vol. 7 No. 7, pp. 324-34.

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9. Appendix 1: Questionnaire for survey

Independent University, Bangladesh

(A questionnaire survey on bKash limited)
Name of the Participants: .. Gender: Male, Female. Age: ...Profession: . # Number of Experience: 1 2 >2 Location: .......... # Wireless handheld equipment type: Cell Phones, PDA Phones, Smart Phone

Please give a ( ) marks to a box on each line to indicate how much you agree or disagree with each of the following sentence about bkash limited. Perceived usefulness
ITEMS 1. 2. 3. 4. 5. Using bKash would improve my efficiency in my daily work Using bKash enables me to do my work conveniently Using bKash would enhance my effectiveness in my daily work Using bKash save my time. In general, I believe bKash will be useful Strongly agree 5 5 5 5 5 agree 4 4 4 4 4 Neither agree nor disagree 3 3 3 3 3 Disagree 2 2 2 2 2 Strongly Disagree 1 1 1 1 1

Social influence
ITEMS Friends suggestion and recommendation will affect my decision to use bKash 7. Family members/relatives have influence on m decision to use bKash. 8. I will use bKash if my colleagues use it 9. Mass media (e.g. TV, newspaper, articles, radio) will influence me to use bKash. 10. I will use bKash if the service is widely used by people in my community 6. Strongly agree 5 5 5 5 5 agree Neither agree nor disagree 3 3 3 3 3 Disagree Strongly Disagree 1 1 1 1 1

4 4 4 4 4

2 2 2 2 2

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36

Trust
ITEMS 11. I believe payments made through bKash channel will be processed securely 12. I believe transaction conducted through bKash will be secure 13. I believe my personal information will be kept confidential while using bKash technology. Strongly agree 5 5 5 agree Neither agree nor disagree 3 3 3 Disagree Strongly Disagree 1 1 1

4 4 4

2 2 2

Perceived in financial Cost

ITEMS 14. The communication or access fee is expensive for me 15. The subscription fee is expensive for me 16. The cost of handset is high for me Strongly agree 5 5 5 agree 4 4 4 Neither agree nor disagree 3 3 3 Disagree 2 2 2 Strongly Disagree 1 1 1

Perceived ease-of-use
ITEMS 17. It is/might be easy to learn to use bKash 18. BKash is understandable and clear 19. BKash is /might be easy to use Strongly agree 5 5 5 agree 4 4 4 Neither agree nor disagree 3 3 3 Disagree 2 2 2 Strongly Disagree 1 1 1

Intention to use
ITEMS 20. Assume that I have access to bKash systems, I intent to use them 21. I intent to use bKash if the cost is reasonable for me 22. I believe I will use mobile commerce in the future 23. I believe my interest towards bKash will increase in the future Strongly agree 5 5 5 5 agree 4 4 4 4 Neither agree nor disagree 3 3 3 3 Disagree 2 2 2 2 Strongly Disagree 1 1 1 1

Thank you for your kind cooperation for the survey.

Signature: ..

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37

Appendix 2: SPSS analysis

Reliability Scale: Perceived Usefulness

Case Processing Summary

Cases

Valid
a

50

100.0

Excluded

.0

Total

50

100.0

a. Listwise deletion based on all variables in the procedure. Reliability Statistics

Cronbach's Alpha N of Items

.499

5 Item-Total Statistics

Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted

Q1 Q2 Q3 Q4 Q5

16.78 16.42 16.64 16.72 16.24

1.440 1.636 2.031 1.634 1.819

.352 .240 .195 .364 .225

.383 .470 .487 .384 .472

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38

Scale: Social Influence

Case Processing Summary

Cases

Valid
a

50

100.0

Excluded

.0

Total

50

100.0

a. Listwise deletion based on all variables in the procedure. Reliability Statistics

Cronbach's Alpha N of Items

.265

Item-Total Statistics

Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted

Q6 Q7 Q8 Q9 Q10

15.62 15.30 15.96 15.88 15.08

1.057 1.235 .937 .965 1.096

.266 .030 .209 .134 .018

.118 .294 .131 .213 .337

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39

Scale: Trust
Case Processing Summary

Cases

Valid
a

50

100.0

Excluded

.0

Total

50

100.0

a. Listwise deletion based on all variables in the procedure. Reliability Statistics

Cronbach's Alpha
a

N of Items

-.152 a. The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings.

Item-Total Statistics

Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted

Q11 Q12 Q13

8.40 8.46 8.58

.367 .335 .330

-.171 -.078 .095

.262 -.058 -.534

a

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40

Case Processing Summary

Cases

Valid
a

50

100.0

Excluded

.0

Total

50

100.0

a. The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings.

Scale: Perceived in Financial Cost

Case Processing Summary

Cases

Valid
a

50

100.0

Excluded

.0

Total

50

100.0

a. Listwise deletion based on all variables in the procedure. Reliability Statistics

Cronbach's Alpha N of Items

.212

Item-Total Statistics

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41

Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted
a

Q14 Q15 Q16

5.24 4.92 6.40

.513 .524 .939

.213 .209 -.077

-.134 -.118

.459

a. The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings.

Scale: Perceived ease-of-use

Case Processing Summary

Cases

Valid
a

50

100.0

Excluded

.0

Total

50

100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha N of Items

.644

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42

Item-Total Statistics

Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted

Q17 Q18 Q19

8.66 8.52 8.46

.800 .500 .539

.352 .583 .461

.673 .346 .545

Scale: Intention to use

Case Processing Summary

Cases

Valid
a

50

100.0

Excluded

.0

Total

50

100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha
a

N of Items

-.278

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43

Reliability Statistics

Cronbach's Alpha
a

N of Items

-.278 a. The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings.

Item-Total Statistics

Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted
a

Q20 Q21 Q22 Q23

14.16 13.60 13.84 13.78

.464 .612 .668 .379

-.026 -.134 -.308 .104

-.393 -.158

.244 -.785
a

a. The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings.

DESCRIPTIVES VARIABLES=IU PU SI Trust PC PEOU /STATISTICS=MEAN STDDEV.

Descriptives

Page

Descriptive Statistics

44

Mean

Std. Deviation

IU PU SI Trust PC PEOU Valid N (listwise)

50 50 50 50 50 50 50

4.6150 4.1400 3.8920 4.2400 2.7600 4.2733

.20335 .30839 .23633 .23367 .34365 .36071

Correlations
Correlations

IU

PU

SI

Trust

PC

PEOU
**

IU

Pearson Correlation

.161

.242

-.092

.014

.374

Sig. (2-tailed)

.264

.090

.527

.925

.007

N PU Pearson Correlation Sig. (2-tailed) N SI Pearson Correlation Sig. (2-tailed) N

50 .161 .264 50 .242 .090 50

50 1

50 .268 .060

50 .166 .249 50 .035 .807

50 .144 .319 50 -.024 .868 50

50 .248 .082 50 -.062 .671 50

50 .268 .060 50

50 1

50

50

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45

Trust

Pearson Correlation Sig. (2-tailed) N

-.092 .527 50 .014 .925 50 .374

**

.166 .249 50 .144 .319 50 .248 .082 50

.035 .807 50 -.024 .868 50 -.062 .671 50

.252 .078

-.202 .159 50 -.027 .852

50 .252 .078 50 -.202 .159 50

50 1

PC

Pearson Correlation Sig. (2-tailed) N

50 -.027 .852 50

50 1

PEOU

Pearson Correlation Sig. (2-tailed) N

.007 50

50

**. Correlation is significant at the 0.01 level (2-tailed).

Regression
Descriptive Statistics

Mean

Std. Deviation

IU PU SI Trust PC PEOU

4.6150 4.1400 3.8920 4.2400 2.7600 4.2733

.20335 .30839 .23633 .23367 .34365 .36071

50 50 50 50 50 50

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46

Correlations

IU

PU

SI

Trust

PC

PEOU

Pearson Correlation

IU

1.000

.161

.242

-.092

.014

.374

PU

.161

1.000

.268

.166

.144

.248

SI

.242

.268

1.000

.035

-.024

-.062

Trust

-.092

.166

.035

1.000

.252

-.202

PC

.014

.144

-.024

.252

1.000

-.027

PEOU Sig. (1-tailed) IU PU SI Trust PC PEOU N IU PU SI Trust PC PEOU

.374 . .132 .045 .263 .463 .004 50 50 50 50 50 50

.248 .132 . .030 .124 .160 .041 50 50 50 50 50 50

-.062 .045 .030 . .403 .434 .335 50 50 50 50 50 50

-.202 .263 .124 .403 . .039 .079 50 50 50 50 50 50

-.027 .463 .160 .434 .039 . .426 50 50 50 50 50 50

1.000 .004 .041 .335 .079 .426 . 50 50 50 50 50 50

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47

Variables Entered/Removed

Variables Model Entered

Variables Removed Method

PEOU

. Stepwise (Criteria: Probability-of-Fto-enter <= .050, Probability-of-Fto-remove >= .100).

SI

. Stepwise (Criteria: Probability-of-Fto-enter <= .050, Probability-of-Fto-remove >= .100).

a. Dependent Variable: IU Model Summary

Adjusted R Model R
a

Std. Error of the Estimate

R Square

Square

1 2

.374 .459

.140 .211

.122 .177

.19053 .18445

a. Predictors: (Constant), PEOU b. Predictors: (Constant), PEOU, SI

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48

ANOVA

Model

Sum of Squares

Df

Mean Square

Sig.
a

Regression

.284

.284

7.816

.007

Residual

1.743

48

.036

Total 2 Regression Residual Total a. Predictors: (Constant), PEOU b. Predictors: (Constant), PEOU, SI c. Dependent Variable: IU

2.026 .427 1.599 2.026

49 2 47 49 .214 .034 6.277 .004

b

Coefficients

Standardized Unstandardized Coefficients Coefficients

Model

Std. Error

Beta

Sig.

(Constant)

3.713

.324

11.476

.000

PEOU 2 (Constant) PEOU SI a. Dependent Variable: IU

.211 2.781 .220 .229

.075 .552 .073 .112

.374

2.796 5.042

.007 .000 .004 .046

.391 .267

3.009 2.053

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49

Excluded Variables

Collinearity Statistics

Partial Model Beta In

a

Sig.

Correlation

Tolerance

PU

.073

.522

.604

.076

.938

SI

.267

2.053

.046

.287

.996

Trust

-.017

-.120

.905

-.018

.959

PC 2 PU Trust PC

.024 -.008 -.023 .031

.176 -.060 -.172 .234

.861 .953 .864 .816

.026 -.009 -.025 .035

.999 .858 .959 .999

a. Predictors in the Model: (Constant), PEOU b. Predictors in the Model: (Constant), PEOU, SI c. Dependent Variable: IU

Regression
Descriptive Statistics

Mean

Std. Deviation

IU PU SI

4.6150 4.1400 3.8920

.20335 .30839 .23633

50 50 50

Page

50

Trust PC PEOU

4.2400 2.7600 4.2733

.23367 .34365 .36071

50 50 50

Correlations

IU

PU

SI

Trust

PC

PEOU

Pearson Correlation

IU

1.000

.161

.242

-.092

.014

.374

PU

.161

1.000

.268

.166

.144

.248

SI

.242

.268

1.000

.035

-.024

-.062

Trust

-.092

.166

.035

1.000

.252

-.202

PC

.014

.144

-.024

.252

1.000

-.027

PEOU Sig. (1-tailed) IU PU SI Trust PC PEOU N IU PU

.374 . .132 .045 .263 .463 .004 50 50

.248 .132 . .030 .124 .160 .041 50 50

-.062 .045 .030 . .403 .434 .335 50 50

-.202 .263 .124 .403 . .039 .079 50 50

-.027 .463 .160 .434 .039 . .426 50 50

1.000 .004 .041 .335 .079 .426 . 50 50

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51

SI Trust PC PEOU

50 50 50 50

50 50 50 50

50 50 50 50

50 50 50 50

50 50 50 50

50 50 50 50

Variables Entered/Removed

Variables Model Entered

Variables Removed Method

PEOU, PC, SI, Trust, PU

a

. Enter

a. All requested variables entered. Model Summary

Adjusted R Model R
a

Std. Error of the Estimate

R Square

Square

.461

.213

.123

.19040

a. Predictors: (Constant), PEOU, PC, SI, Trust, PU ANOVA

b

Model

Sum of Squares

Df

Mean Square

Sig.
a

Regression

.431

.086

2.379

.054

Residual

1.595

44

.036

Total

2.026

49

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52

a. Predictors: (Constant), PEOU, PC, SI, Trust, PU b. Dependent Variable: IU Coefficients

a

Standardized Unstandardized Coefficients Coefficients

Model

Std. Error

Beta

Sig.

(Constant)

2.848

.805

3.538

.001

PU

-.005

.099

-.008

-.054

.957

SI

.233

.121

.271

1.924

.061

Trust

-.027

.125

-.031

-.219

.828

PC

.024

.082

.040

.285

.777

PEOU a. Dependent Variable: IU

.219

.081

.388

2.685

.010

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53