Broadband adoption in Thailand : A Quantitative Study in Mea Fah Luang University

Broadband Adoption in Thailand: A Quantitative Study in Mae Fah Luang

University

Authors:

Noppadol Tiamnara

Dr. Settapong Malisuwan

Navneet Madan

Dr. Jesada Sivaraks

NBTC National Broadcasting and Telecommunications Commission

Methodology

AgendaIntroduction and Problem Statement

Literature Review

Research Results

Discussion, Conclusion and Recommendation

Ch1

Ch 2

Ch 3

Ch 4

Ch 5



Broadband Definition

The term broadband has no established definition. It varies from country to country (Firth and Kelly, 2001)

Broadband evolves overtime, yesterday’s “broadband” is today’s “narrowband”

There is a general consensus that broadband refers to high-speed communications that are continuously available.

NBTC defines ‘broadband’ as data service supporting at least 2Mbit/s downstream and 384kbit/s upstream. This definition of broadband is consistent

with the universal service commitment set out in the Digital Britain report.

Broadband penetration in Thai households remain low in comparison to neighboring

countries in Asia.


Comparison of Broadband Adoption in Rate per 100 Household in Asia between 2006-2011

A comparison between countries of Percentage of

population using The internet.

(InternetWorldStats,2009)

Reference: www.internetworldstats.

com/stats3.htm


Percentage of Internet Users:A Comparison Between Countries

http://www.internetworldstats.com/stats3.htm


Objective

To indicate factors that influence broadband adoption in remote areas in

Thailand, Mae Fah Luang University Thailand

To propose direction in broadband development, recommendation on how to

increase broadband adoption in remote areas, and advise NTC of NBTC

(Telecommunication Regulator of Thailand) on required policies to increase

broadband particularly for educational institutions in remote areas


Conceptual Model of Broadband Adoption (MBA)

(Venkatesh and Brown, 2001)

Theories for technology adoption such as TRA, TPB, DTPB, innovation

adoption, and TAM were used to describe the study of technology adoption

from the user or the user's attitude . However, it has limitations for the study of

technology adoption in the household (Venkatesh & Brown, 2001). The

conceptual model of. Broadband adoption (MBA) can explain technology

adoption per household and is the basis of Decomposed Theory of Planned

Behavior Model (DTPB) (Taylor & Todd, 1995) and Theory of Planned Behaviour

(Ajzen, 1985,1991).

• The extent to which using broadband enhances the effectiveness of household activities

Utilitarian Outcomes (UO)

• The pleasure derived from broadband useHedonic Outcomes (HO)

• The extent to which members of a social network such as friends and family influence one another behavior

Social Influence (SI)

• Skill is defined as the perceived ability or skill to operate computers and the broadband without the assistance of others

Self Efficacy (SE)

• Knowledge is defined as the perceived level of knowledge about broadband Internet, its risks and benefits

Facilitating Conditions Resources (FCR)


Understanding Broadband Use

Authors/PapersUtilitarian outcomes

(UO)

Hedonic outcomes

(HO)

Social influences

(SI)

Self-efficacy (SE)

Facilitating conditions resources

(FCR)

Dong-Hee Shin, Sang Hee Kweon x x x

Keng-Boon Ooi a, Jia-Jia Sim a, King-Tak Yew a, Binshan Lin(2011) x x x x x

Yogesh K. Dwivedi, Banita Lal, Michael D. Williams (2008) x x x x x

Oliver Schilke, Bern, W. Wirtz b(2012) x x

Jia Jia Sim1, Garry Wei Han Tan2, Keng Boon Ooi3 and Voon Hsien Lee4(2011) x x

Jimmy Macharia & Emmanuel Nyakwende (2009) x x

Sally Rao Hill, Barry Burgan, Indrit Troshani 2011 x x x x x


Utilitarian outcomes (UO)

Hedonic outcomes (HO)

Social influences (SI)

Self-efficacy (SE)

Facilitating conditions resources (FCR)

Behavior IntentionTo Use


Research Model

Target PopulationThe target population is university students because age

group 18 to 25 are highest in broadband usage.

Therefore, this study seeks to survey university students

in remote area such as Mae Fah Luang

University, Chiangmai.

SamplingA questionnaire survey was postedon the university website of Mae FahLuang University and 9736 studentsfilled the survey.


Sample Size

5 Parts in The Questionnaire

Part 3 User Perception on Broadband in that location

Part 1

General Questions on Respondents

Part 2 Questions Regarding Broadband

Usage Experience

Part 4 Regarding User and Household Broadband Adoption


Questionnaire Structure

Constructs Cronbach Alpha

Utilitarian Outcomes 0.8831

Hedonic Outcomes 0.8923

Social Influences 0.8616

Self-efficacy 0.9089

Facilitating conditions resources 0.8983

Behavior Intention 0.9906

Overall 0.8908

Cronbach Alpha is used to measure Internal Consistency. Overall all constructs have values of 0.8 to 0.9, indicating it is reliable. All items in each group are internally consistent.


Reliability Test

Descriptive Statistics

• Describes the characteristics ofthe sample including gender, age,education, occupation and incomeper month. In this section, I willprovide the frequency table,percentage, mean and standarddeviation of the data.

Inferential Statistics

• Determining the factors that

affect broadband adoption, byusing T-Test and One Way Anova.This research also adopts multipleregression analysis to concludewhat factors are more influential inconsumer broadband adoption.


Statistical Analysis

92.4%

3.8% 3.6%0.2%

<15,000 15,000-25,000 25,000-35,000 35,000-45,000

Salary

72.6% 27.4%

Gender

0.8% 9.9% 89.4 %

Age

>31yrs 21-30yrs <20yrs


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0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

>7 Hrs 2-3 Hrs 4-6 Hrs <1 Hrs Never

Frequency in Broadband Internet

Usage on Campus (hrs. per week)

0.00%10.00%20.00%30.00%40.00%50.00%60.00%

>7 Hrs.

4-6 Hrs.

2-3 Hrs.

<1 Hr.

Never

Frequency in Broadband Internet Usage in Household (Hrs per week)


Internet Broadband Usage Behavior

26.00%

21.90%

18.10%

12.00%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

4-5 years 2-3 years 5-6 years 1 years

Years of experience in Broadband Usage

92.60%

86.10%

57.20%

51.00%

0.40%

Notebook

Tablet-Mobile Phone

Mobile Phone

PC

Others

Devices used for Broadband Access


User Experience in Broadband Usage

Utilitarian outcomes

Hedonic outcomes

Social influences

Self-efficacy

Facilitating conditions resources

Behavior IntentionTo Use

B=0.233

Y1 = .245 +.099(HO) +.240(SI) +.277(SE) +.261(FCR)

Adjusted R Square=.363Sig.(F-test)= .000

Sig=.121

Sig=.026

Sig=.000

Sig=.000

Sig=.000

Sig < 0.01***< 0.05** < 0.10*


Regression Analysis for Factors Influencing User Broadband Adoption

• Hypothesis 1 Utilitarian Outcomes has a positive influence on Broadband Adoption

• Hypothesis 2: Hedonic Outcomes has a positive influence on Broadband Adoption

• Hypothesis 3: Social Influence has a positive influence on Broadband Adoption

•Hypothesis 1 is accepted and null hypothesis “ UO has no influence on Broadband Adoption” is rejected

• Hypothesis 2 is accepted and null hypothesis “ HO has no positive influence on broadband adoption is rejected”

•Hypothesis 3 is accepted and null hypothesis 3 is rejected “ SI has no positive influence on Broadband Adoption”


Hypothesis Testing

• Hypothesis 4 Self Efficacy has a positive influence on Broadband Adoption

• Hypothesis 5 Facilitating Resource Conditions has a positive influence on Broadband Adoption

Hypothesis 4 is accepted, null hypothesis is rejected “SE has no influence Broadband Adoption”

Hypothesis 5 is accepted and null hypothesis is rejected, “There FRC has no influence on Broadband Adoption”.


Hypothesis Testing (Continue)

• Role of ICT (Government)• Should emphasize in extending

geographical reach of Broadband toremote areas.

• There has been evidence that users whowere presented laptop had no electricity intheir household area and could not makeuse of broadband.

• Role of Operator (Service Provider)• Should increase geographical reach of

their Broadband, some remote areashave network infrastructure butbroadband service is not yet provided.


Recommendation for Thailand


Recommendation for Thailand (Continue)

Role of Regulator (National Broadcasting and Telecommunication Commission)

This research found that in Thailand population, users that access the internet isonly about 34-38% of total population. Most users that access the internet arefrom urban areas, and very small percentage of users access it from remote orrural areas. This is because network deployment in remote and rural areas isexcessively expensive and not profitable for the service providers. This leads todigital divide and information divide for population in remote and rural areas.

Should implement Universal Obligation Service effectively in order to have 80%in 5 years broadband geographical reach. This is to decrease digital divide andensure telecommunications services is available as a basic infrastructure inremote and rural areas. This is a social objective.

• Can be explained by 3A’s • Availability Infrastructure is unavailable• Affordability Broadband is unaffordable • Accessibility User are unable to access Broadband service. Service provider

do not service these areas. • NBTC has to eliminate all of these conditions, increase availability of

infrastructure, provide a community internet station for users who cannot afford Broadband services, and educate users on Broadband benefits.

• The goal of the NBTC requires that within five years 80 percent of the population should have access to broadband to reduce social inequality increase to enhance the quality of life of the people.

• Reference: USO Department of NBTC.


Recommendation for Thailand


Recommendation for Thailand (ตอ)

However , the government needs to create policy or

strategy to stimulate the development of affordable broadband forsociety (Galloway, 2007) because these policies will lead to thestimulation of the local community (Preston et al., 2007).

Future research can be done with a different target group, perhaps extended to a wider population rather than focusing on university students. Future research can include comparison Broadband adoption of users from different income levels, different areas and also different age groups. Perhaps, future research can also focus on users from household that are located in areas with availability, accessibility and can afford Broadband. Whether they have opted for the service and if not, why they are not using Broadband.


Future Research


Thank you

Education

Broadband adoption in Thailand : A Quantitative Study in Mea Fah Luang University