Title: Determining factors affecting broadband services adoption: an empirical analysis of Malaysian consumers

Authors: Jia-Jia Sim; Foong-Min Kong; Voon-Hsien Lee; Garry Wei-Han Tan; Aik-Chuan Teo

Addresses: Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan University, Bandar Barat, 31900 Kampar, Perak, Malaysia. ' School of Business and Administration, Wawasan Open University, Wisma Gerakan, 80 Persiaran Green Hill, 30450 Ipoh, Perak, Malaysia. ' Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan University, Bandar Barat, 31900 Kampar, Perak, Malaysia. ' Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan University, Bandar Barat, 31900 Kampar, Perak, Malaysia. ' Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan University, Bandar Barat, 31900 Kampar, Perak, Malaysia

Abstract: The advancement of broadband technologies has altered how traditional business is being managed. Although the contribution of broadband is multifold and indispensable to business in today's reality, the adoption rate of broadband in Malaysia still remains low. Thus the research aims to investigate the factors that affect the adoption of broadband in Malaysia. Using a self-administered questionnaire, the data was collected from 172 users and were subsequently analysed using the multiple regression analysis. Our results suggested that users' self-efficacy strongly influence the intention to adopt broadband. Similarly, self-efficacy also influences users' perception towards the ease-of-use. Subjective norm was also found to influence perceived usefulness and user's intention to adopt broadband. The findings from this study are useful in assisting telecommunication companies and government agencies especially when formulating their marketing strategies.

Keywords: broadband adoption; technology adoption model; TAM; Malaysia; broadband services; marketing; perceived ease-of-use; perceived usefulness; intention to adopt.

DOI: 10.1504/IJSEM.2012.048621

International Journal of Services, Economics and Management, 2012 Vol.4 No.3, pp.236 - 251

Available online: 21 Aug 2012 *

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