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https://hdl.handle.net/2440/69121
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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 1758-5783 |
Statement of Responsibility: | 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 |
DOI: | 10.1108/02635571111161307 |
Published version: | http://dx.doi.org/10.1108/02635571111161307 |
Appears in Collections: | Aurora harvest Business School publications |
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