Factors Affecting Attitudes Towards Broadband Adoption in the Kingdom of Saudi Arabia

Factors Affecting Attitudes Towards Broadband Adoption in the Kingdom of Saudi Arabia

Vishanth Weerakkody (Brunel University, UK)
DOI: 10.4018/978-1-59904-851-2.ch024
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Abstract

Utilizing a survey approach, this research set out to explore the reasons for the slow progress in broadband adoption and investigates the factors that may be affecting the adoption of broadband by KSA consumers. Particular emphasis was placed on individual-level factors such as social and cultural influences. The key findings were that the factors with the main influence on attitude towards adoption of broadband were: (1) usefulness, (2) service quality, (3) age, (4) usage, (5) type of connection, and (6) type of accommodation. Contrary to prediction, although socio-cultural factors such as regulation through filtration of broadband were found to have no significant influence on the adoption of broadband, consumers were aware and largely did not like the regulation. The chapter also provides a discussion on research implications, limitations, and future directions.

Key Terms in this Chapter

Narrowband: Internet access through a standard modem (dial-up speeds can vary between 28.8 kbps and 56.6 kbps).

Service quality: The perceived quality of service a consumer obtained or is obtaining from the current Internet service providers. Service quality is measured in terms of speed of connection, security problems with Internet connections, virus and popup problems with connection, and customer support obtained from the ISP providers (Dwivedi, 2005).

Broadband: Always-on access, at work, at home, or on the move, provided by a range of fixed-line, wireless, and satellite technologies to progressively higher bandwidths capable of supporting genuinely new and innovative interactive content, applications, and services, and the delivery of enhanced public services (Dwivedi, 2005).

Relative Advantage: The degree to which broadband Internet is perceived as being better than its predecessor, narrowband Internet (Rogers, 1995).

Usefulness: The extent to which broadband Internet usage enhances the effectiveness of household activities such as undertaking office work at home, children’s homework, information or product search, and purchase and home business (Dwivedi, 2005).

Resources: The perceived level of resources when subscribing to broadband (Ajzen, 1991).

Skill: The perceived ability to operate computers and the Internet (narrowband or broadband) without the assistance of others (Dwivedi, 2005).

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