Factors affecting consumers behavioural intention to adopt broadband in Pakistan

Purpose The aim of this study is to examine various attitudinal, normative and control factors affecting the adoption of broadband internet by consumers in a developing country by focusing on Pakistan. Design/methodology/approach A survey approach was employed to achieve the overall aim of this study. The empirical data concerning the attitudinal, normative and control variables were collected using a questionnaire. A regression analysis was performed to test the role of various variables on consumers behavioural intentions (BIs) to adopt broadband internet in Pakistan. Findings The findings of the study suggest that primary influence, facilitating conditions, resources, cost, perceived knowledge and perceived ease of use were all significant factors for explaining consumers BIs to adopt broadband. Originality/value The primary value of this paper lies in extending the current understanding of broadband adoption, by providing insights from a developing country perspective. This has been achieved by synthesising and empirically testing previous research on broadband adoption conducted from a developed country (i.e. the UK) perspective.