Broadband adoption in Thailand : A Quantitative Study in Mea Fah Luang University.,นพดล เทียมนรา

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
Agenda
Introduction and Problem Statement
Literature Review
Research Results
Discussion, Conclusion and Recommendation
Ch1
Ch 2
Ch 3
Ch 4
Ch 5
Commission

Commission
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.
Commission
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
Commission
Percentage of Internet Users:
A Comparison Between Countries

Commission
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

Commission
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)
Commission
Understanding Broadband Use

Authors/Papers
Utilitarian
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
Commission

Utilitarian outcomes (UO)
Hedonic outcomes (HO)
Social influences (SI)
Self-efficacy (SE)
Facilitating conditions
resources (FCR)
Behavior Intention
To Use
Commission
Research Model

Target Population
The 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.
Sampling
A questionnaire survey was posted
on the university website of Mae Fah
Luang University and 9736 students
filled the survey.
Commission
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
Commission
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.
Commission
Reliability Test

Descriptive Statistics
• Describes the characteristics of
the sample including gender, age,
education, occupation and income
per month. In this section, I will
provide the frequency table,
percentage, mean and standard
deviation of the data.
Inferential Statistics
• Determining the factors that
affect broadband adoption, by
using T-Test and One Way Anova.
This research also adopts multiple
regression analysis to conclude
what factors are more influential in
consumer broadband adoption.
Commission
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
Commission
วิเคราะห์ข้อมูลที่ได้จากการทาแบบสอบถาม 526 ชุด
ข้อมูลทั่วไปของผู้ตอบแบบสอบถาม

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)
Commission
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
Commission
User Experience in Broadband Usage

Utilitarian outcomes
Hedonic outcomes
Social influences
Self-efficacy
Facilitating conditions
resources
Behavior Intention
To Use
B=0.233
Y1 = .245 +.099(HO) +.240(SI) +.277(SE) +.261(FCR)
Adjusted R Square=.363
Sig.(F-test)= .000
Sig=.121
Sig=.026
Sig=.000
Sig=.000
Sig=.000
Sig < 0.01***
< 0.05**
< 0.10*
Commission
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
Adoption”
Commission
Hypothesis Testing

• Hypothesis 4 Self Efficacy has a
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”.
Commission
Hypothesis Testing (Continue)

• Role of ICT (Government)
• Should emphasize in extending
geographical reach of Broadband to
remote areas.
• There has been evidence that users who
were presented laptop had no electricity in
their household area and could not make
use of broadband.
• Role of Operator (Service Provider)
• Should increase geographical reach of
their Broadband, some remote areas
have network infrastructure but
broadband service is not yet provided.
Commission
Recommendation for Thailand

Commission
Recommendation for Thailand (Continue)
Role of Regulator (National Broadcasting and Telecommunication Commission)
This research found that in Thailand population, users that access the internet is
only about 34-38% of total population. Most users that access the internet are
from urban areas, and very small percentage of users access it from remote or
rural areas. This is because network deployment in remote and rural areas is
excessively expensive and not profitable for the service providers. This leads to
digital 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 and
ensure telecommunications services is available as a basic infrastructure in
remote 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.
Commission
Recommendation for Thailand

Commission
Recommendation for Thailand (ต่อ)
However , the government needs to create policy or
strategy to stimulate the development of affordable broadband for
society (Galloway, 2007) because these policies will lead to the
stimulation 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.
Commission
Future Research

Commission
Thank you

Broadband adoption in Thailand : A Quantitative Study in Mea Fah Luang University.,นพดล เทียมนรา

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Broadband adoption in Thailand : A Quantitative Study in Mea Fah Luang University.,นพดล เทียมนรา