The purpose of this study is to explore the effects of variety-seeking (VS) intention arising from mobile phone usage on students' academic performance (AP). The study identified how students are affected by mobile phone usage, revealing in particular an increased social networking-usage tendency among younger students and how students are continually enthralled by and attracted to VS, which affects their AP. Data were collected from five major universities in Bangladesh via a questionnaire (311 valid responses from 322 completed questionnaires). The methodology adopted was based on multiple theoretical frameworks including technology acceptance model, information systems (ISs) continuance theory, social cognitive theory, and ISs success model. Results from structural equation modelling revealed that VS tendency, arising from mobile phone usage, has a strong positive relationship with AP. The study also highlights theoretical and practical implications for university students, academicians, education managers, and educational policymakers.