The Effect of Attitudinal and Satisfaction Factors on Household Broadband Penetration in Malaysia

The aim of this paper is to investigate the effect of attitudinal construct and satisfaction towards household broadband penetration (HBP) in Malaysia. Information and communication technology (ICT) is the most efficient way to develop the literacy of knowledge and skills among its users, and broadband is the key factor to spread the ICT infrastructure. By understanding the factor of continuance of broadband intention (CBI), the researcher explores the factors that affect HBP as well. Furthermore, this study will gauge the effectiveness of the Universal Service Provision (USP) projects especially 1Malaysia Internet Center1Malaysia (Pi1M) towards CBI. The findings will provide evidence and suggestions for policy makers and service providers to improve the implementation of USP projects or to suggest any better projects to ensure a sustainable growth of broadband penetration in Malaysia. The study adapted the model of adoption of technology in household (MATH) and the information system (IS) continuance usage model using a cross-sectional, survey-based study. The relations among the constructs of the proposed model were then hypothesised according to the literature findings and examined using SMART PLS 3.0. The population and samples of the study were drawn from the users of Pi1M in six regions of Malaysia (northern, central, southern, east coast, Sabah, and Sarawak). The cross-sectional study was conducted between October and December 2016 and involved 406 respondents. The results indicate that attitudinal construct is the key factor that has shaped customers’ continuing behaviour intentions towards broadband usage and subscription. On the contrary this study find negative association between satisfaction and CBI among Pi1M users. Despite the growing number of studies on intention and adoption of technology, little research has been done on theory-building and the linkage between CBI and the two aforesaid factors: attitudinal construct under the MATH model and satisfaction. This study was conducted to fill the gap.