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|Title:||Understanding broadband adoption in rural Australia|
|Author:||Rao Hill, S.|
|Citation:||Industrial Management & Data Systems, 2011; 111(7):1087-1104|
|Publisher:||MCB Univ Press Ltd|
|Sally Rao Hill, Barry Burgan and Indrit Troshani|
|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 adopted to investigate broadband adoption in a rural setting. The theoretical framework offers a comprehensive view of broadband adoption applicable to rural Australia.|
|Keywords:||Broadband; Rural Australia; Households; Adoption behaviour; Consumer behaviour; Rural areas|
|Rights:||Copyright Emerald Group Publishing Limited|
|Appears in Collections:||Business School publications|
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