SWITCHING FROM DIAL-UP INTERNET ACCESS TO BROADBAND: APPLICATION OF THE THEORY OF PLANNED BEHAVIOR TO BROADBAND MARKET ACCEPTANCE

摘要

Using the Theory of Planned Behavior (TPB), this research investigates the applicability of TPB to household broadband market acceptance, and introduces additional variables that may better explain the factors involved in the acceptance of broadband. Specifically, the factors of privacy/security, price, internet/broadband experience, speed, and alternate sources of broadband access were investigated. The results support the expected positive effects of price/willingness to pay on attitude toward broadband and perceived behavioral control, but unexpected support for a positive effect of alternate sources of broadband access on subjective norm, attitude and perceived behavioral control. Additionally, the importance speed positively affected attitude and specific broadband application importance positively affected subjective norm. Rationale for the results and managerial implications are discussed.