The relationship between attitudinal, normative, control and satisfaction with continue broadband intention among household users in Malaysia

For broadband internet service providers, loss of subscriber base due to termination of service is inevitable. Meanwhile, it is alarming to see unpredictable broadband penetration in major cities while at the same time, the government strives to overcome slow broadband penetration in rural areas due to lack of continue broadband service intention. This research has adopted the factors from MATH Model, and information system (IS) continuance usage model to investigate the relationship with the continuance of broadband intention (CBI) where satisfaction is developed and integrated as a new construct. By understanding the factors affecting the CBI, it also describes the factors that influence household broadband penetration (HBP). This study has gauged the 1Malaysia Internet Center or Pusat Internet 1Malaysia (Pi1M) users' experience to measure their response towards CBI. The relations among the constructs of the proposed model are then hypothesized according to the literature findings and examined using SMART PLS 3.0. The study has drawn the samples of its population from the Pi1M in six regions of Malaysia (northern, central, southern, east coast, Sabah, and Sarawak). The cross-sectional study was conducted from October 2016 to January 2017 with 406 respondents from the target population. The results indicate that attitudinal and normative constructs are the critical factors followed by control construct that have shaped CBI. On the contrary, this study finds a negative association between satisfaction and CBI among the Pi1M users. Despite the growing number of studies on intention and adoption of technology, only a few number of researches have been done on theory-building and its linkage with CBI. In addition, the findings of this study and the new development of satisfaction as a new construct have also contributed to the existing literature which can be used by policymakers to improve their strategy in ensuring sustainable growth of broadband penetration in Malaysia.