Is choice a bad thing for broadband consumers?

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    Abstract

    This paper discusses whether consumers are overwhelmed by the amount of choice they have when considering a broadband Internet connection. Although it references some preliminary work from a qualitative study it is primarily a theoretical discussion seeking to propose new directions for research into broadband adoption by consumers. Technology adoption studies in the information systems discipline have been dominated by models developed to study workplace adoption, which do not consider the role of the purchase process in the adoption decision. Participants in this study described the complexity of trying to make a purchase decision and being overwhelmed by the amount of choice available from telecommunications providers. A further review of the literature found support for choice being a barrier for some people in making a purchase decision. A shift in the focus of research to understanding why the mainstream segment of the market adopt broadband, will help regulators, governments and the telecommunications providers understand the broader issues of ensuring consumers are able to make a viable choice suitable to their needs. This paper suggests future studies are needed to investigate whether the telecommunications providers are collectively confusing potential broadband consumers in their attempts to differentiate a generic product in the market.
    Original languageEnglish
    Title of host publication2006 Communications Policy and Research Forum
    EditorsMark Armstrong
    Place of PublicationSydney Australia
    PublisherNetwork Insight Institute
    Pages1-10
    Number of pages10
    Publication statusPublished - 2006
    EventCommunications Policy and Research Forum - Sydney, Australia, Australia
    Duration: 25 Sep 200626 Sep 2006

    Conference

    ConferenceCommunications Policy and Research Forum
    Country/TerritoryAustralia
    Period25/09/0626/09/06

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