Abstract

This research paper is an empirical investigation of the adoption rates and factors of broadband adoption in a local community (the London Borough of Hillingdon) in the UK. The aim of this research was to identify what are the challenges from the demand side that the Internet Service Providers (ISPs) face when deploying broadband. The study was conducted using a mail survey on a total of 172 household consumers from the London Borough of Hillingdon. The theoretical aspect of the literature was based upon the decomposed theory of planned behaviour (Taylor & Todd, 1995) and a model of adoption of technology in the household (Venkatesh and Brown, 2001). The results of this research found that broadband adoption in the household is driven by relative advantage such as faster access, utility outcomes, such as the uses of broadband for work purposes, and hedonic outcomes that refers to use of broadband for entertainment purposes. The main factors for the nonadopters were identified to be, high costs and lack of needs. The gradual adoption of broadband by the consumers is not only an industry concern, but government aim as well. Therefore this research should offer a substantial contribution to all interested stakeholders including the ISPs and government.

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