Abstract
Through theoretical and empirical analysis, this study shows that the integration of the TAM model with media influence, government influence, perceived benefits, and personal innovativeness is applicable for explaining the adoption of intelligent broadband services in residential community. The authors also compare the difference between the determinants among three user groups according to diffusion stages in the innovation diffusion theory. Based on a survey of 1,120 participants, strong support was found for the model. Results indicate that personal innovativeness is the most important factor affecting the behavioral intention to adopt intelligent broadband services in residential community among all three groups. Results of this study provide a valuable reference for broadband service providers in residential community to approach different user groups with differentiated marketing strategies.
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