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dc.contributor.authorKalula, Sadiki
dc.contributor.authorDida, Mussa
dc.contributor.authorYonah, Zaipuna
dc.date.accessioned2024-10-01T07:49:29Z
dc.date.available2024-10-01T07:49:29Z
dc.date.issued2024-03-30
dc.identifier.urihttps://koreascience.kr/article/JAKO202409243208840.pdf
dc.identifier.urihttps://dspace.nm-aist.ac.tz/handle/20.500.12479/2750
dc.descriptionThis research article was published by Journal of Information Science Theory and Practice volume 12, 2024en_US
dc.description.abstractBroadband Internet has proven to be vital for economic growth in developed countries. Developing countries have implemented several initiatives to increase their broadband access. However, its full potential can only be realized through adoption and use. With lower-middle-income countries accounting for the majority of the world’s unconnected population, this study employs the theory of planned behavior (TPB) to investigate users’ intentions to adopt broadband. Rural Tanzania was chosen as a case study. A cross-sectional study was conducted over three weeks, using 155 people from seven villages with the lowest broadband adoption rates. Non-probability voluntary response sampling was used to recruit the participants. Using the TPB constructs: attitude toward behavior (ATB), subjective norms (SN), and perceived behavioral control (PBC), ordinal regression analysis was employed to predict intention. Descriptive statistical analysis yielded mean scores (standard deviation) as 3.59 (0.46) for ATB, 3.34 (0.40) for SN, 3.75 (0.29) for PBC, and 4.12 (0.66) for intention. The model adequately described the data based on a comparison of the model with predictors and the null model, which revealed a substantial improvement in fit ( p<0.05). Moreover, the predictors accounted for 50.3% of the variation in the intention to use broadband Internet, demonstrating the predictive power of the TPB constructs. Furthermore, the TPB constructs were all significant positive predictors of intention: ATB (β=1.938, p<0.05), SN (β=2.144, p<0.05), and PBC (β=1.437, p=0.013). The findings of this study provide insight into how behavioral factors influence the likelihood of individuals adopting broadband Internet and could guide interventions through policies meant to promote broadband adoption.en_US
dc.language.isoenen_US
dc.publisherKorea Institute of Science and Technology Informationen_US
dc.subjecttheory of planned behavior,en_US
dc.subjectbroadband Internet adoptionen_US
dc.subjectlower-middle income countriesen_US
dc.subjectuser behavior studyen_US
dc.titleApplying Theory of Planned Behavior to Examine Users' Intention to Adopt Broadband Internet in Lower-Middle Income Countries' Rural Areas: A Case of Tanzaniaen_US
dc.typeArticleen_US


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