Developing a Broadband Adoption Model in the UK Context

This research examines the factors affecting the consumer adoption of broadband in the United Kingdom. A conceptual model of broadband adoption was developed by selecting and justifying a number of relevant constructs from the technology adoption literature. The model was then empirically tested by employing survey data that was randomly collected from 358 UK broadband consumers. The findings suggest that, with the exception of one construct that was included in the conceptual model (namely, knowledge), all of the constructs significantly influence consumers when adopting broadband in a UK household. The significant constructs include relative advantage, utilitarian outcomes, hedonic outcomes, primary influence, facilitating conditions resources, and self-efficacy. Furthermore, when considering the behavioral intention and facilitating conditions resources constructs together, they significantly explain UK broadband adoption behavior. The theoretical contribution of this research is that it determines and integrates the appropriate constructs from the technology adoption literature in order to enhance the knowledge of technology adoption from the consumer’s perspective. This research has implications for policy makers and broadband providers since the 200 Part 4: Designing Adoption results of this study can be exploited by the aforementioned stakeholders in order to encourage and promote the adoption and usage of broadband among the general population.