Investigating the Factors Affecting Residential Consumer Adoption of Broadband in India

Amir Manzoor

doi:10.1177/2158244014556998

Abstract

1. Amir Manzoor[1][1] 1. 1Bahria University, Karachi 1. Amir Manzoor, Management Sciences Department, Bahria University, 13 National Stadium Road, Karachi, Pakistan 75300. Email: amirmanzoor{at}yahoo.com This study aims to explore in detail the factors that affect the consumer behavioral intention to adopt broadband Internet in a developing country perspective. Various attitudinal, normative, and control constructs were identified and investigated for their possible influence on broadband Internet adoption. The empirical data for this study were collected using a self-administered questionnaire that included items related to various attitudinal, normative, and control constructs. Descriptive statistics and regression analysis were used to test these constructs for their possible influence on Indian consumers’ adoption of broadband Internet. The findings suggest that perceived ease of use (PE), social outcomes (SO), hedonic outcomes (HO), service quality (SQ), facilitating conditions resources (FCR), and self-efficacy (SE) were very significant predictors of Indian consumers’ behavioral intention to adopt broadband Internet. This study has multifold significance. The integrated research framework used in this study is an extension of previous well-established research models (such as Model of Adoption of Technology in Households [MATH], Diffusion of Innovation [DOI], and Theory of Planned Behavior [TPB]) and provides an enhanced comprehension of broadband Internet by the Indian household consumers. [1]: #aff-1

Highlights

The Broadband TechnologyPapacharissi and Zaks (2006, p-2) have defined broadband access as “all flavors of high-speed digital voice, data and video services, as well as the underlying infrastructure, clients and technologies that enable these services.” (p. 2)
This study proposes and tests a new model for broadband adoption in a developing country perspective
It contributes to the ongoing search for policies that are more effective and strategies to increase broadband penetration by providing a more detailed examination of factors that possibly influence broadband adoption by household consumers

Summary

Introduction

The Broadband TechnologyPapacharissi and Zaks (2006, p-2) have defined broadband access as “all flavors of high-speed digital voice, data and video services, as well as the underlying infrastructure, clients and technologies that enable these services.” (p. 2). Papacharissi and Zaks (2006, p-2) have defined broadband access as “all flavors of high-speed digital voice, data and video services, as well as the underlying infrastructure, clients and technologies that enable these services.” Speeds of at least 384 Kbps and packetswitched technology are used at the level of interactivity when adopting broadband access, and these can be allowed for the control and selection of content. Broadband is the new innovation high-speed Internet access technology that provides economic and public benefits and improves people’s lives One of the significant changes in Internet technologies has been the replacement of narrowband (dial-up) connection by high-speed broadband connection Broadband Internet diffusion increases national competitiveness ( increases Foreign Direct Investment [FDI] in the country; Bankole, Osei-Bryson, & Brown, 2013; Manzoor, 2012) and helps increase international competitiveness by leveraging e-commerce activities (Armenta, Serrano, Cabrera, & Conte, 2012; Ayanso, Cho, & Lertwachara, 2014; Choudrie & Dwivedi, 2004; Dwivedi & Irani, 2009; Johnson, 2010; Wambogo Omole, 2013; Qureshi, 2012; Wei, 2004).

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Conclusion