The factors that contribute to the continuous usage of broadband technologies among youth in rural areas: A case of northern region of Malaysia

Despite the benefits of broadband technology in education and healthcare services, its usage in the rural areas is still low and Malaysia is not excluded. This situation leads to raising the question of long-term usage of the technology. Presently, there are less empirical study on the continuous usage of broadband technology among the youths particularly school children in the rural areas of Malaysia. The objective of this study is to determine the contributing factors for continuous usage of broadband technology among youths in the rural areas. Therefore, a research model was proposed consisting of eight contributing factors for continuous usage of broadband technology. Moreover, the study used quantitative approach by distributing 450 questionnaires to respondents in the northern region of Malaysia. However, only 393 questionnaires were returned which represent 87.33% response rate. The data
collected were analyzed using a Structural Equation Model to investigate the relationship between contributing factors. The results showed that performance expectancy, effort expectancy, social influence, compatibility, facilitating condition, service quality, user behavioural intention and user satisfaction are the significant contributing factors that must be in place to ensure the continuous usage of
broadband among youth in the rural areas. Hence, this study contributes to the body of knowledge in Community Informatics by providing a framework for achieving long-term use of broadband technology among youths in the rural areas, through the integration of Information System Continuance Post Acceptance and Unified Theory of Acceptance and Use of Technology models. The factors identified may contribute
as input to the government policy formulations and service providers to ensure continuous demand for broadband from the evidence extracted from this study. Continuous usage of broadband technology in the rural areas would have positive contributions on the academic performance, literacy among youths, bridging the
digital divide in broadband usage, increase home business and national productivity.