Title: Explaining factors influencing the consumer adoption of broadband

Authors: Yogesh K. Dwivedi, Mohammed A. Alsudairi, Zahir Irani

Addresses: School of Business and Economics, Swansea University, Swansea, SA2 8PP, Wales, UK. ' Management Information Systems Department, College of Business Administration, King Saud University, Riyadh, KSA. ' Brunel Business School, Brunel University, Uxbridge, Middlesex UB8 3PH, UK

Abstract: This research examines factors affecting the adoption of broadband in UK households. A conceptual model was developed by selecting and justifying six relevant constructs from the technology adoption literature. This was then empirically tested by employing a survey. Survey data was randomly collected from 358 UK households and analysed employing linear and logistic regression analysis. The findings demonstrated that all the six constructs, namely relative advantage, utilitarian outcomes, hedonic outcomes, primary influence, facilitating conditions resources and self-efficacy were significant predictors of the Behavioural Intentions (BIs) to adopt broadband. Also, BIs and facilitating conditions resources together significantly explained broadband adoption behaviour. The theoretical contribution of this research is that it integrates and determines the appropriate constructs in order to enhance knowledge of technology adoption from the consumer|s perspective. Considering the slow rate of broadband adoption, this research also provides implications for policy makers and broadband providers in order to encourage and promote the adoption and usage of broadband.

Keywords: broadband adoption; household consumers; regression analysis; technology adoption; UK; United Kingdom; relative advantage; utilitarian outcomes; hedonic outcomes; primary influence; facilitating conditions resources; self-efficacy; behavioural intentions.

DOI: 10.1504/IJBIS.2010.032939

International Journal of Business Information Systems, 2010 Vol.5 No.4, pp.393 - 417

Published online: 05 May 2010 *

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