Broadband adoption in the UK household: towards reliabilty and construct validity test of a survey instrument

The aim of this paper is to develop a reliable and valid measurement of consumer adoption of broadband in the UK households. The paper validated the survey instrument in order to confirm the reliability of items and construct validity by employing a survey data randomly collected from 358 UK household consumers. Data analysis based on factor analysis and reliability test demonstrated that survey measures for all constructs were possess recommended level of construct validity and reliability. The final outcome of the instrument development process that culminated from the field test was a parsimonious, 39-item instrument, consisting of 10 scales, all with acceptable levels of reliability and construct validity. Therefore the most conspicuous contribution of this research paper is to provide a reliable instrument to measure the household consumer’s perceptions of adopting broadband Internet. The developed instrument is relevant to both academic and practitioner communities who hold a particular interest in the study and management of broadband diffusion and adoption from the household consumer perspective.