A Logistic Regression Analysis to Examine Factors Affecting Broadband Adoption in the UK

Although the commonly used Internet Service Provider’s business models based on price comparison may prove to be a successful strategy for organisations in the short term, it may be argued that a sustainable business model for the long term requires a detailed understanding of the various factors that may help ISPs in attracting future customers. This paper therefore examines the influence of a range of factors including costs and resources on the adoption of broadband within U.K. households. A survey research approach was utilised to examine the effect of a total of six constructs from attitudinal (utilitarian outcomes, hedonic outcomes), normative (social influence), control (selfefficacy and facilitating conditions resources) and demographic (age) categories on the behaviour of consumers when adopting broadband within U.K. households. Results indicate that all the aforementioned constructs, apart from hedonic outcomes, significantly influenced the adoption behaviour of consumers. In addition to a discussion of the findings, the paper outlines the contributions and limitations of the study and provides suggestions for future research activity.