• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKI, Google Scholar, Electronic Journals Library, Crossref, Ulrich's Periodicals Directory, MESLibrary, etc.
    • E-mail: joebm.editor@gmail.com
JOEBM 2015 Vol.3(8): 772-779 ISSN: 2301-3567
DOI: 10.7763/JOEBM.2015.V3.284

Factors Motivating Broadband Adoption in Thailand

N. Tiamnara, N. Madan, and S. Malisuwan

Abstract—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.

Index Terms—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: noppadol.t@nbtc.go.th, navneet.nbtc@gmail.com, settapong.m@nbtc.go.th)


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.

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