Understanding broadband adoption in rural Australia

Sally Rao Hill*, Barry Burgan, Indrit Troshani

*Corresponding author for this work

Research output: Contribution to journalArticleResearchpeer-review

17 Citations (Scopus)


Purpose - The purpose of this paper is to propose and test a model concerning broadband adoption in a rural setting.

Design/methodology/approach - A computer-aided telephone survey was conducted to collect data to validate the proposed model in rural Australia.

Findings - It was found that relative advantage, utility outcomes, and facilitating conditions play a crucial role in explaining broadband adoption behavior amongst rural Australian households.

Practical implications - The key challenges to stakeholders involved in promoting broadband adoption in these settings are discussed in light of the findings.

Originality/value - A more realistic approach at household level was adapted to investigate broadband adoption in a rural setting. The theoretical framework offers a comprehensive view of broadband adoption applicable to rural Australia.

Original languageEnglish
Pages (from-to)1087-1104
Number of pages18
JournalIndustrial Management and Data Systems
Issue number7
Publication statusPublished - 2011
Externally publishedYes


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