DISCRIMINANT ASPECTS BETWEEN USER AND NON-USERS OF BROADBAND INTERNET
DOI: 10.5773/rai.v9i3.886

Authors

  • Maria Aparecida Gouvêa Universidade de São Paulo
  • Leonardo Felipe Japur de Sá
  • Daielly Melina Nassif Mantovani

Keywords:

Technology acceptance, Broadband Internet, Small businesses.

Abstract

The internet has been detached as communication means in many different ways. This development would not be possible if data transmission technology through the internet had not been developed enough to allow adequate speed for these applications. In small business markets, one can still find a significant part of dial-up internet users that have not yet adopted broadband. This study had two objectives: test the dimensionality and the reliability of a technology acceptance model in the context of broadband adoption and identify the factors in the model that have significant differences between users and non-users of this service. Significant differences have been identified for the factors: behavior intention, social influence and facilitating conditions. Among these factors, the ones that present negative means (facilitating conditions and behavior intention) for the non-users of broadband may represent barriers in broadband adoption by the potential client.

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Author Biographies

  • Maria Aparecida Gouvêa, Universidade de São Paulo
    Doutora em Administração pela Universidade de São Paulo – USP Professora da Universidade de São Paulo – USP
  • Leonardo Felipe Japur de Sá
    Bacharel em Engenharia de Produção pela Universidade de São Paulo – USP
  • Daielly Melina Nassif Mantovani
    Doutora em Administração pela Universidade de São Paulo – USP

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Published

2012-10-10

Issue

Vol. 9 No. 3 (2012)

Section

Artigos

License

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How to Cite

DISCRIMINANT ASPECTS BETWEEN USER AND NON-USERS OF BROADBAND INTERNET DOI: 10.5773/rai.v9i3.886. (2012). INMR - Innovation & Management Review, 9(3), 195-212. https://periodicos.usp.br/rai/article/view/79282