Abstract
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 language | English |
|---|---|
| Pages (from-to) | 1087-1104 |
| Number of pages | 18 |
| Journal | Industrial Management and Data Systems |
| Volume | 111 |
| Issue number | 7 |
| DOIs | |
| Publication status | Published - 2011 |
| Externally published | Yes |