Journal of Information Technology

This paper explores user and provider experiences with broadband networks. Drawing on data from an early broadband trial and from recent studies of consumer broadband usage, the validity of the commonly held view that widespread adoption of broadband is dependent upon the development of a killer application is challenged. It is argued that access to broadband can be valuable for users without the provision of a killer application and that the dynamics of broadband development are shifting. As more users become content creators and distributors and as it becomes easier for consumers to establish broadband networks without help from traditional providers, the existing relationships within the broadband industry will change. Broadband researchers and stakeholders in the development of broadband networks are encouraged to explore and understand the implications of these changes, recognizing that there is much to be learned about deploying broadband in ways that will create the broad societal benefits promised by its promoters.

One way of generating revenue from broadband media content rests upon the assumption that multi-media content may trigger a greater intent to buy products and services impulsively. An experiment was performed in order to explore the effects of media formats on the emotions and impulse buying intentions for music compact discs (CDs). Three distinct media formats of World Wide Web pages were set up: (1) the text of the lyrics, (2) still images from the song's music video and (3) the music video itself. Each had a varying degree of visual/ verbal intensity while simultaneously playing the soundtrack in all three conditions. The results of this study indicate that displaying the text of the lyrics had a greater effect on the impulse buying intent than showing still images of the music video. In addition, different media formats caused emotional responses that can explain the participant's impulse buying intent to buy the CD. Unexpectedly, the still images and video did not necessarily generate more buying intention than combinations of the text and music. Therefore, it is recommended that electronic commerce and marketing managers explore innovative ways of integrating visual and verbal media formats for eliciting an effective consumer response.

Although many countries are attempting to build an information infrastructure and accelerate the adoption of broadband Internet access technology, the results are not always satisfactory. The focus of earlier research on the diffusion and adoption of broadband Internet access has been primarily on the construction of a national-level infrastructure or on macro-level factors such as government policies, market competition and the density of population. This research highlights the individual-level factors affecting the adoption of broadband access, integrating various views on the adoption and diffusion of technology, including the technology acceptance model, theory of planned behaviour and diffusion of innovation model. An extended technology acceptance model incorporating the notion of perceived resources is proved to be relevant in the adoption of broadband technologies. It was found that innovation attributes, such as compatibility, visibility and result demonstrability, have an impact on constructs in the extended technology acceptance model such as perceived usefulness, perceived ease of use and perceived resources. These results also support the idea that congruent experiences and opportunities in adopting a new technology affect user attitudes through the three extended technology acceptance model constructs above. This research suggests that efforts should be made to expand the compatible experience base of broadband Internet in order to facilitate its adoption and use. This paper also provides an extensive review of the adoption behaviour of individuals by incorporating different views and theories.

When a new technology is launched, its diffusion becomes an issue of importance. There are various stakeholders that influence diffusion. The question that remains to be determined is their identification and roles. This paper outlines how the strategies pursued by a government acting as the key stakeholder affected the diffusion of a new technology. The analysis is based on a theoretical framework derived from innovation diffusion and stakeholder theories. The empirical evidence comes from a study of broadband development in South Korea. A web of stakeholders and strategies is drawn in order to identify the major stakeholders involved and highlight their relations. The case of South Korea offers implications for other countries that are pursuing broadband diffusion strategies.