Explaining factors influencing the consumer adoption of broadband

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.