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Understanding broadband adoption in rural Australia

Sally Rao Hill (University of Adelaide Business School, Adelaide, Australia)
Barry Burgan (University of Adelaide Business School, Adelaide, Australia)
Indrit Troshani (University of Adelaide Business School, Adelaide, Australia)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 23 August 2011

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

Citation

Rao Hill, S., Burgan, B. and Troshani, I. (2011), "Understanding broadband adoption in rural Australia", Industrial Management & Data Systems, Vol. 111 No. 7, pp. 1087-1104. https://doi.org/10.1108/02635571111161307

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited