Diffusion of Telecommunication in Malaysia Consumer Decision Making on Technology Adoption

Md. Nor Hayati, Tahir and Mohd Fazli, Mohd Sam (2010) Diffusion of Telecommunication in Malaysia Consumer Decision Making on Technology Adoption. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The evolution of telecommunication technology in Malaysia exhibits the phenomena of industrialization of the nation. The trend shows seasonal positive growth suggests the adoption of different type of telecommmication technology advancement. The industrialization of the nation creates significant polarization of fixed line and mobile telecorrn:nunication trend. The emergence of mobile positive trend shows implies a good sign of telecommunication adoption and penetration especially with the emergence of broadband technology. The introduction of broadband will further enhance the industrialization especially the economical development through the role played by the society at large. The aim of this research is to examine the behaviornl intention of the consmner for decision-making to promote the diffusion of broadband. The consumer decision-making been examined based on the behavioral intention that depends on the hedonic outcome factors, utilitarian outcome factors, the normative factors, control factors, facilitating conditions resources and demography. The instrument used to gather data is by using questionnaire. Questionnaires were distributed to the respective respondent from selected major cities in Malaysia. Primary data gathered for respondents and statistically analysized. From the analysis it is found that the behavioral intention is influenced by utilitarian outcome, hedonic outcome, social influence, self-efficacy, facilitating conditions and demography. It is also found that readiness, personal computer owner at home, affordability, social network, retrieving material influence the decisionmaking to adopt the technology.

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