Understanding broadband adoption in rural Australia.

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. [ABSTRACT FROM AUTHOR]