Understanding Factors Affecting Consumer Adoption of Broadband in India: A Pilot Study

Understanding Factors Affecting Consumer Adoption of Broadband in India: A Pilot Study

Yogesh K. Dwivedi (Swansea University, UK), Michael D. Williams (Swansea University, UK), Vishanth Weerakkody (Brunel University, UK), Banita Lal (Nottingham Trent University, UK) and Sneha Bhatt (Nottingham Trent University, UK)
Copyright: © 2008 |Pages: 13
DOI: 10.4018/jcit.2008070104
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Abstract

The aim of this study is to provide an initial understanding of the factors affecting the adoption of broadband Internet in a developing country context, in this instance India. In order to achieve this aim, this study identified and examined various attitudinal, normative and control factors and their possible influence upon broadband adoption. The data on these variables was collected using a survey approach. The findings of this article suggest that relative advantage, hedonic outcomes and cost are significant factors for explaining consumers’ behavioral intentions to adopt broadband in India. The article also outlines the limitations of this study, and directions for future research.

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