Using a moderator-type research model to identify the determining factors in satisfaction of using high speed internet in household

Abstract

Telecommunications industry is continually in a shift of change, alimented by technological innovation and consumers’ demand for always better and faster communication tools. High speed Internet is now an integral part of everyday life of more than a billion people. And, as the tendency is showing up, its use will be still increasing in the future. Thus, this technology has and will continue to have major social and economic impacts. Individual adoption of technology has been studied extensively in the workplace, but far less attention has been paid to adoption of technology in household (Brown & Venkatesh, 2005). So, few studies have been conducted until now to verify satisfaction of household people using high speed Internet. The aim of this study is then to investigate the determining factors in satisfaction of using high speed Internet by people in household. On the basis of the moderator-type research model developed by Brown and Venkatesh (2005) to verify the determining factors in intention to adopt a personal computer in household by American people, this study examines the determining factors in satisfaction of using high speed Internet in household by Canadian people. The methodology followed to conduct the study was the telephone survey research. Data were collected from 322 randomly selected Atlantic Canadian people using high speed Internet at home. Data analysis was performed using the structural equation modeling software Partial Least Squares (PLS). The results got revealed that near from half of the variables examined in the study showed to be determining factors in satisfaction of using high speed Internet by people in household.