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Measuring sustainable broadband adoption: An innovative approach to understanding broadband adoption and use


Larose, Robert; De Maagd, Kurt; Chew, Han Ei; Tsai, Hsin-Yi Sandy; Steinfield, Charles; Wildman, Steven S; Bauer, Johannes M (2012). Measuring sustainable broadband adoption: An innovative approach to understanding broadband adoption and use. International Journal of Communication, 6:2576-2600.

Abstract

Efforts to promote sustainable broadband Internet adoption urge new attention to the classic diffusion of innovations paradigm. For this study, innovation attributes were reconceptualized following Social Cognitive Theory (SCT). In a sample of inner-city residents, the model accounted for 36% of the variance in intentions to adopt broadband technology and services, primarily from the SCT variables of expected outcomes and self-efficacy. Prior habitual use of the Internet was also a predictor. Price sensitivity was unrelated to adoption. Among demographic variables, only age had a significant (negative) relationship to broadband adoption after accounting for the SCT variables. Recommendations for the design and monitoring of sustainable broadband adoption interventions are made based on these findings.

Abstract

Efforts to promote sustainable broadband Internet adoption urge new attention to the classic diffusion of innovations paradigm. For this study, innovation attributes were reconceptualized following Social Cognitive Theory (SCT). In a sample of inner-city residents, the model accounted for 36% of the variance in intentions to adopt broadband technology and services, primarily from the SCT variables of expected outcomes and self-efficacy. Prior habitual use of the Internet was also a predictor. Price sensitivity was unrelated to adoption. Among demographic variables, only age had a significant (negative) relationship to broadband adoption after accounting for the SCT variables. Recommendations for the design and monitoring of sustainable broadband adoption interventions are made based on these findings.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Language:English
Date:2012
Deposited On:01 Feb 2013 08:07
Last Modified:05 Apr 2016 16:21
Publisher:University of Southern California
ISSN:1932-8036
Free access at:Official URL. An embargo period may apply.
Official URL:http://ijoc.org/ojs/index.php/ijoc/article/view/1776

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