The Drivers of Broadband Internet in Malaysia

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, which are adoption and continuance (after initial adoption in Malaysia. The investigation targets of this research are Malaysian individuals who are existing broadband Internet subscribers, ranging from different demographic background. 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. Survey will be used as the research instrument and the unit of analysis are existing broadband Internet subscribers in Malaysia. As this is a quantitative study using positive epistemology, data obtained from the survey was analyzed using Partial Least Square (PLS-SEM). This paper is concluded by some recommendations that will increase the broadband Internet adoption intention and usage continuance of this technology in Malaysian household context.