Title: The family purchasing process of broadband internet in Australia

Authors: Shanton Chang, Sandra Ahn, Heejin Lee

Addresses: Department of Information Systems, University of Melbourne, Victoria, Australia. ' Accenture, Australia. ' Department of Information Systems, University of Melbourne, Victoria, Australia

Abstract: This study investigates the purchasing process of broadband internet in Australian families. The study was motivated by the question of why broadband adoption rate is low in Australia. Broadband as a telecommunication service is used collectively by family members. Therefore, we interviewed 15 families. From the content analysis of interview data, we developed the Family Broadband Purchasing Process model which maps the critical events, the interplay of family roles and influencing factors that lead to the decision to purchase broadband. The findings can help broadband service providers to leverage their marketing strategies in countries of low broadband take-up.

Keywords: broadband internet; family purchasing process; technology champion; content analysis; Australia; telecommunication services; technology marketing; broadband adoption; marketing strategies.

DOI: 10.1504/IJTMKT.2006.009942

International Journal of Technology Marketing, 2006 Vol.1 No.3, pp.283 - 300

Published online: 03 Jun 2006 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article