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Type: Journal article
Title: Understanding broadband adoption in rural Australia
Author: Rao Hill, S.
Burgan, B.
Troshani, I.
Citation: Industrial Management & Data Systems, 2011; 111(7):1087-1104
Publisher: MCB Univ Press Ltd
Issue Date: 2011
ISSN: 0263-5577
Statement of
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
RMID: 0020113132
DOI: 10.1108/02635571111161307
Appears in Collections:Business School publications

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