Investigating consumer adoption, usage and impact of broadband: UK households

Abstract

Despite a large investment, the majority of countries especially the UK demonstrate a slow adoption of broadband. In order to enhance the adoption and use of broadband this research examines the factors influencing the decisions of household consumers. This research aims to address the two main areas of concern: first, to investigate consumer-level factors affecting the adoption of broadband in UK households; and second, to understand the usage of broadband and its impact upon household consumers in the UK. This research adopted a quantitative approach that was executed in the following steps. First, it developed a conceptual model by selecting and justifying relevant constructs from appropriate theories and models related to technology adoption, usage and impact. Second, it operationalised the constructs by developing and validating the research instrument by employing the content validity, reliability and construct validity approach. Finally, it empirically validated and refined the conceptual model by employing a survey research approach.

The findings suggested that all the constructs included in the conceptual model, except knowledge, significantly influence the consumers when adopting broadband in a UK household. The significant constructs include relative advantage, utilitarian outcomes, hedonic outcomes, primary influence, facilitating conditions resources and self-efficacy. The rate and variety of Internet usage is significantly higher for broadband consumers than narrowband ones. It was also found that significantly more numbers of broadband consumers perceived changes in time allocation patterns on various daily life activities than narrowband ones. This research contributes towards theory, practice and policy. The contribution of this research towards theory is that it integrates and determines the appropriate information systems (IS) literature in order to enhance knowledge of technology adoption from the consumers' perspectives. An added contribution to theory is the development and validation of a research instrument that future studies can utilise to examine broadband and other similar technologies in household context. Considering the slow adoption of broadband, this research also provides implications for policy makers and the providers of broadband in order to encourage and promote homogenous adoption and usage.