Factors Affecting Broadband Internet Adoption by Pakistani Household Consumers: a Logit Model

It may be argued that the general price-comparison based business model of Internet Service Providers may work in short term. However, to make such a model sustainable and to attract future customers a greater understanding of various factors affecting broadband internet adoption by consumers is essential. This paper examines a range of factors that possibly influence the Pakistani household consumers’ behavioral intention to adopt broadband Internet. A survey research instrument examined the effect of six constructs (belonging to attitudinal, normative, control, and demographic categories) on consumers’ behavioral intention to adopt broadband Internet. Results show that out of six constructs, five constructs significantly influenced the behavioral intention of consumers to adopt broadband Internet. Hedonic outcomes construct was found insignificant in influencing the behavioral intention of consumers to adopt broadband internet.