International Journal of Administration and Governance, 1(9) December 2015, Pages: 1-5 IWNEST PUBLISHER International Journal of Administration and Governance (ISSN 2077-4486) Journal home page: http://www.iwnest.com/AACE/ Corresponding Author: Sheikh Shamima Sultana, Assistant Professor, Department of Marketing, University of Rajshahi, Bangladesh Tel: (088) 0173-7098077; Fax: +880721 750064; E-mail: sssmita29@yahoo.com Adoption of 3G Service in Bangladesh: A Conceptual Framework Sheikh Shamima Sultana Assistant Professor, Department of Marketing, University of Rajshahi, Bangladesh ARTICLE INFO ABSTRACT Article history: Received 23 July 2015 Accepted 25 September 2015 Available online 23 October 2015 Keywords: New technology, innovation, adoption process, 3G service, Technology Acceptance Model, service operator Recent technological development has made the mobile service more affordable. The third generation mobile technology service 3G has brought these services faster. University students are a large user of these mobile services and they are in the perfect age to adopt any better technological innovation. To move on with the advanced world, internet is an inseparable issue and advanced technological innovation like 3G has made the internet use more comfortable. Adoption of 3G can bring greater benefit of internet use. With this view, thus this study is focused on evaluating the considerable factors in adoption of 3G. This study has gone through several literatures. [1], [2] These studies mainly addressed adoption of 3G in relation to perceived ease of use, perceived usefulness etc. However still there are some factors which are not considered in the literature like; perceived cost, perceived enjoyment and perceived service quality. To address this deficiency, the current study has proposed a conceptual framework (See figure*). To understand the proposed framework, the Technology Acceptance Model (TAM) is considered as a grounded theory. In the proposed framework perceived cost, perceived enjoyment and perceived service quality on 3G adoption is considered as new factors in the context of university students of Bangladesh. It will apply empirically considering both private and public university students of Bangladesh. It is expected that the current study will contribute theoretically proving the relationship of perceived cost, perceived enjoyment and perceived service quality with other variables and practically it will be helpful for service operators. © 2015 IWNEST Publisher All rights reserved. To Cite This Article: Sheikh Shamima Sultana., Adoption of 3G Service in Bangladesh: A Conceptual Framework. Int. J. Adm. Gov., 1(9), 1-5, 2015 INTRODUCTION The third generation mobile technology service 3G has come with a high-speed internet facility. Voice and data both services are developed with the help of this 3G service. Improved network with various multimedia services is making 3G the most attractive technology. In Bangladesh, recent technological development has made the availability of 3G service. Audio, video, data service all become attractive if high speed is there [1], [2]. 3G is preferred as it provides a high speed internet with wide variety of services. Several researches identified external variables like convenience, self efficacy, quality of service, variety of services; perceived value and price are significant factors in the adoption of a technology [3]-[8]. Bangladesh has improved a lot in the internet sector. After the innovation of 3G, using facility of internet has also increased. Here university students, the bone of the nation, are also using internet upto the highest mark. They are using the internet for their study, learning, knowledge earning, social networking and for enjoyment as well. 3G is a service that can have impact on the wide use of internet. Thus it is very important to identify which are the key variables for the adoption of 3G process among university graduates. Literature Review: The widely-used Technology Acceptance Model (TAM) is derived from Theory of Reasoned Action (TRA). It specifically explains the computer usage behavior [9]. TAM is widely accepted as a model for the adoption of technological invention. Due to uncertain theoretical and psychometric status it ignore subjective norm and focus on attitude [5], [9]. In this model two beliefs are addressed, perceived usefulness and perceived ease of use of technology as the main determinants of the attitudes toward a new technology. These two beliefs affect the intention toward using the IT that consequently affects its adoption [9].