Determining factors affecting broadband services adoption: an empirical analysis of Malaysian consumers

Jia-Jia Sim, Foong-Min Kong, Voon-Hsien Lee, Garry Wei-Han Tan and Aik-Chuan Teo

International Journal of Services, Economics and Management, 2012, vol. 4, issue 3, 236-251

Abstract: The advancement of broadband technologies has altered how traditional business is being managed. Although the contribution of broadband is multifold and indispensable to business in today's reality, the adoption rate of broadband in Malaysia still remains low. Thus the research aims to investigate the factors that affect the adoption of broadband in Malaysia. Using a self-administered questionnaire, the data was collected from 172 users and were subsequently analysed using the multiple regression analysis. Our results suggested that users' self-efficacy strongly influence the intention to adopt broadband. Similarly, self-efficacy also influences users' perception towards the ease-of-use. Subjective norm was also found to influence perceived usefulness and user's intention to adopt broadband. The findings from this study are useful in assisting telecommunication companies and government agencies especially when formulating their marketing strategies.

Keywords: broadband adoption; technology adoption model; TAM; Malaysia; broadband services; marketing; perceived ease-of-use; perceived usefulness; intention to adopt. (search for similar items in EconPapers)
Date: 2012
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