Managing consumer adoption of broadband: examining drivers and barriers

Yogesh Kumar Dwivedi · Banita Lal · Michael D. Williams

44 citations0/0 files storedIndustrial Management & Data Systems

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Technology Adoption and User Behaviour ICT Impact and Policies Innovation Diffusion and Forecasting

Abstract

Purpose The commonly used internet service provider's (ISP) business models based on price comparison may prove to be a successful strategy for organisations in the short‐term. However, it may be argued that a sustainable business model for the long‐term requires a detailed understanding of the various factors that may help ISPs in attracting future customers. The purpose of this paper is to examine the drivers and barriers of consumer adoption of broadband in the UK. Design/methodology/approach A survey research approach was utilised to examine the effect of a number of constructs from attitudinal (utilitarian outcomes and hedonic outcomes), normative (social influence), control (self‐efficacy and facilitating conditions resources) and demographic (age) categories on the behaviour of consumers when adopting broadband in the UK. Findings Results indicate that all the constructs, apart from hedonic outcomes, significantly influenced the adoption behaviour of consumers. Research limitations/implications This study provides a snapshot of the adoption behaviour of broadband within UK households. The findings may therefore change as technology becomes established and consumers become more experienced in its use. By undertaking a longitudinal study, the elimination of any variables could achieve anomalies in the obtained results. In addition to a discussion of the findings, the paper outlines the contributions and limitations of the study and provides suggestions for future research activity. Originality/value The research presented in this paper is a part of doctoral research which forms one of the initial efforts towards understanding the adoption behaviour of broadband within UK households.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation 1995Understanding Information Technology Usage: A Test of Competing Models 1985Survey Research Methods.2004User Acceptance of Hedonic Information Systems1 2004Validation Guidelines for IS Positivist Research 2001A Longitudinal Investigation of Personal Computers in Homes: Adoption Determinants and Emerging Challenges1

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