| Título: | Broadband Adoption| Measuring Sustainable Broadband Adoption: An Innovative Approach to Understanding Broadband Adoption and Use |
| Autores: |
LaRose, Robert DeMaagd, Kurt Chew, Han Ei Tsai, Hsin-yi Sandy Steinfield, Charles Wildman, Steven S. Bauer, Johannes M. |
| Fecha: | 2012-10-15 |
| Publicador: | International journal of communication |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| Tema: | No aplica |
| Descripción: | 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. |
| Idioma: | Inglés |
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