The Roles of Some Antecedents of Broadband User Behavioural Intention among Students in the Rural Areas through PLS-SEM | Science Publications

摘要

> >Theinsufficient broadband enabled-services in the rural areas have been identifiedamong the reasons that prolong the behaviour of rural dwellers on the use oflow-band internet while government agencies have started initiations toincrease the use of broadband in the rural area. However, previous studies havefailed to identify the roles played by antecedents of broadband user behavioural intention in the rural communities. Thus,this research investigates roles of some antecedents of broadband userbehavioural intention in the rural areas by adapting UTAUT model. A quantitative researchapproach was employed by engaging 1,730 participants from 40 villages who are secondaryschool students that are living in rural areas of northern region of Malaysia. The result reveals thatperformance expectancy, effort expectancy and compatibility have large effecton broadband user behavioural intention in the rural areas, while socialinfluence recorded medium effect. This implies that all the identified factorsmay help in determining the behavioural intention of users of broadband in therural areas.