—The term broadband varies from country to
country and yesterday’s broadband could be today’s
narrowband. National Broadcasting and Telecommunications
Commission of Thailand puts significant emphasis on
increasing broadband penetration as the adoption of
broadband leads to high productivity gain which further leads
to an increase in GDP. The purpose of this research is to study
the motivation behind broadband adoption in Thailand in order
to utilize that information to increase the low broadband
penetration in Thailand. Survey was distributed to university
students in Mae FahLuang University in Chiangrai and
quantitative analysis was conducted. The findings of this
research confirm that broadband adoption amongst Thai
people is due to Hedonic Outcomes (HO), Social Influence (SI),
Self Efficacy (SE)and Facilitating Conditions Resources (FCR).
However, Utilitarian Outcome or utilizing broadband to
enhance household activities has no significant influence on
broadband adoption in Thailand. The clarity gained from this
research on the motivation behind broadband adoption in
Thailand can be used to help the ICT and NBTC in utilizing the
correct method to increase broadband penetration in Thailand.
—Broadband adoption, hedonic outcome (HO),
facilitating conditions resources (FCR), utilitarian outcome
(UO), self efficacy (SE) and social influence (SI).
The authors are with the National Broadcasting and Telecommunications
Commission, Bangkok, Thailand (e-mail: firstname.lastname@example.org,
Cite: N. Tiamnara, N. Madan, and S. Malisuwan, "Factors Motivating Broadband Adoption in Thailand," Journal of Economics, Business and Management vol. 3, no. 8, pp. 772-779, 2015.