Exploring the Individual Characteristics on the Adoption of Broadband: An Empirical Analysis

This study empirically investigates the factors that affect the users’ intention to adopt broadband by incorporating individual characteristics with the conventional Technology Acceptance Model (TAM). The research was conducted in Malaysia using a self-administered questionnaire. Out of the 350 questionnaires, only 172 are usable, thus yielding a response rate of 49.14 percent. Results were subsequently analyzed by employing the multiple regression analysis. Individual characteristics such as individual innovativeness, age, gender and qualification were found to have significant relationship with perceived usefulness (PU). However, on the relationship with perceived ease of use (PEOU), only individual innovativeness, age and gender were found to be related. The results also support a positive relationship between PU and behavioural intention and the mediating effect of PEOU on PU. The findings from this study provide useful information not only for the Internet service providers, software developers but also government agencies especially when formulating their marketing and business strategies. The study has successfully extended the TAM by incorporating individual characteristics. The extended TAM provides a comprehensive view on the users’ acceptance on broadband adoption from the perspective of emerging markets.