Internet Access in South African Homes: A Preliminary Study on Factors Influencing Consumer Choice

Abstract

AbstractSouth African consumers have moved from a situation where narrowband dial‐up was very often the only option for home Internet access to where there is now a plethora of broadband and narrowband options to choose from. Very little research in information systems has investigated the phenomenon of consumer choice of technology. The purpose of this study was to investigate the factors influencing consumer choice of Internet access option in South African homes. By drawing from theories of technology adoption, 13 factors were identified, grouped into three categories, namely attitudinal beliefs, normative beliefs and control beliefs. Semi‐structured interviews were conducted with 12 consumers who had Internet access in their homes. Their views on the 13 factors were gathered to ascertain if and how they influenced their choice of Internet access option. The findings show that the attitudinal beliefs of relative advantage, compatibility, ease of use, and prior experience have a bearing on consumer choice. Normative beliefs associated with friends and family, as well as secondary sources also had an influence. Finally, it was shown that control beliefs relating to costs of access, and support and service were key influences on consumer choice. These and other findings are discussed, and implications drawn.