Measuring user acceptance of satellite broadband in the UAE

Abstract

The Information and Communications Technologies (ICT) sector provides different connectivity solutions in urban areas. Unfortunately, market players make little effort to ensure connectivity to underserved markets. The analysis of the existing ICT market revealed the possibility of a solution to this problem by utilizing the latest advances in satellite communication. It is recognized that connectivity through satellites is generally not a popular option in the United Arab Emirates (UAE), although there are still some underserved markets in the UAE that require better connectivity solutions. In this study, the Technology Acceptance Model (TAM) has been used to assess users’ acceptance in the UAE market to introduce NGSO satellite broadband connectivity. We consider the main two independent variables of the model: perceived usefulness (PU) and perceived ease of use (PEU). Additional two variables had been proposed which significantly affect UAE consumers’ intention to use satellite broadband which are: innovativeness (INN) and satisfaction with current services (SAT). The study results support that PU, PEU, and INN will positively influence the UAE population’s intention to use the service. The hypothesis that PEU will positively affect PU was also supported. The hypothesis that SAT will negatively influence the UAE population’s intention to the service was not supported. Additionally, the study also shows that UAE consumers’ intention to use satellite broadband is unrelated to gender or age group. A set of recommendations were drawn to support the smooth introduction of NGSO satellite broadband service in the UAE.