Factors Affecting Attitudes Toward Broadband Adoption in the Kingdom of Saudi Arabia

Utilizing a survey approach, this research set out to explore the reasons for the slow progress in broadband adoption and investigates the factors that may be affecting the adoption of broadband by KSA consumers. Particular emphasis was placed on individual-level factors such as social and cultural influences. The key findings were that the factors with the main influence on attitude towards adoption of broadband were: (1) usefulness, (2) service quality, (3) age, (4) usage, (5) type of connection, and (6) type of accommodation. Contrary to prediction, although socio-cultural factors such as regulation through filtration of broadband were found to have no significant influence on the adoption of broadband, consumers were aware and largely did not like the regulation. The chapter also provides a discussion on research implications, limitations, and future directions.