The antecedants of broadband internet adoption and continuance usage in Malaysian household context

Abstract

The Internet is simply a series of worldwide computer networks linked together, communicating almost instantly by using various access technologies. It is playing a major role in many areas of our lives, such as communication, entertainment and information which is supported by newer innovations and technology evolvement. While the broadband Internet penetration rate is encouraging in many countries, its adoption is still a notable issue in Malaysia. Therefore this research is focused on identification of two relevant research streams covering broadband Internet, which are adoption and continuance of usage (after initial adoption) in Malaysia. The theoretical framework which is utilized in this study is an integrated model of Unified Theory of Acceptance and Use of Technology (UTAUT) and IS- Continuance Model which has been further extended by integrating another 2 Independent Variables, namely Perceived Innovativeness and Perceived Playfulness. This study is trying to determine the relationship among the independent variables that influences the adoption and continuance usage of Broadband Internet technology among Malaysian individuals. Survey was used as the research instrument and the unit of analysis are existing broadband Internet subscribers in Malaysia. Data obtained from the survey was analyzed using Partial Least Square (PLS-SEM) and indicate that intention to adopt broadband have a significant positive influence on initial usage, Intention to continue using broadband have a significant positive influence on actual usage continuance and Initial broadband usage have a significant positive influence on usage continuance of broadband. This paper is concluded by some recommendations, limitations and directions for future study.