African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 140

Full Length Research Paper

The determining factors of broadband use in Africa: inhibitors and enablers of the use of mobile broadband

Tounwende Alain SAWADOGO
  • Tounwende Alain SAWADOGO
  • Laboratory in Innovation, Technologies, Economy and Management (LITEM - France), Ecole Supérieure Multinationale des Télécommunications, Senegal.
  • Google Scholar


  •  Received: 23 August 2016
  •  Accepted: 19 June 2017
  •  Published: 31 July 2017

Abstract

This study extends Technology Acceptance Model (TAM) to study inhibitors and enablers of the use of mobile broadband in Africa. The conceptual model tested incorporates two key constructs into TAM: Perceived price and energy —are also analyzed. Results from online survey, of 114 mobile internet consumers supported the model. The study identified the factors that can influence their decision-making and the various obstacles they face in the use of mobile-broadband. The theoretical and managerial implications of these results are discussed.

Key words: Mobile-broadband usage, TAM, Sub-Saharan Africa, structural equation.