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Factors affecting consumers' behavioural intention to adopt broadband in Pakistan

Factors affecting consumers' behavioural intention to adopt broadband in Pakistan Purpose – The aim of this study is to examine various attitudinal, normative and control factors affecting the adoption of broadband internet by consumers in a developing country by focusing on Pakistan. Design/methodology/approach – A survey approach was employed to achieve the overall aim of this study. The empirical data concerning the attitudinal, normative and control variables were collected using a questionnaire. A regression analysis was performed to test the role of various variables on consumers' behavioural intentions (BIs) to adopt broadband internet in Pakistan. Findings – The findings of the study suggest that primary influence, facilitating conditions, resources, cost, perceived knowledge and perceived ease of use were all significant factors for explaining consumers' BIs to adopt broadband. Originality/value – The primary value of this paper lies in extending the current understanding of broadband adoption, by providing insights from a developing country perspective. This has been achieved by synthesising and empirically testing previous research on broadband adoption conducted from a developed country (i.e. the UK) perspective. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Transforming Government: People, Process and Policy Emerald Publishing

Factors affecting consumers' behavioural intention to adopt broadband in Pakistan

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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-6166
DOI
10.1108/17506160710778112
Publisher site
See Article on Publisher Site

Abstract

Purpose – The aim of this study is to examine various attitudinal, normative and control factors affecting the adoption of broadband internet by consumers in a developing country by focusing on Pakistan. Design/methodology/approach – A survey approach was employed to achieve the overall aim of this study. The empirical data concerning the attitudinal, normative and control variables were collected using a questionnaire. A regression analysis was performed to test the role of various variables on consumers' behavioural intentions (BIs) to adopt broadband internet in Pakistan. Findings – The findings of the study suggest that primary influence, facilitating conditions, resources, cost, perceived knowledge and perceived ease of use were all significant factors for explaining consumers' BIs to adopt broadband. Originality/value – The primary value of this paper lies in extending the current understanding of broadband adoption, by providing insights from a developing country perspective. This has been achieved by synthesising and empirically testing previous research on broadband adoption conducted from a developed country (i.e. the UK) perspective.

Journal

Transforming Government: People, Process and PolicyEmerald Publishing

Published: Sep 1, 2007

Keywords: Consumer behaviour; Pakistan; Regression analysis; Communication technologies; Developing countries

References