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Mediating effects of broadband consumers’ behavior in India


  • G, Thiagarajan
  • Nakkeeran, Senthilkumar
  • Arockiasamy, Arulraj


Internet usage is rapidly growing in areas like cosmopolitan cities, semi-urban cities in India. I-enabled services offered by various government agencies, educational institutions and commercial activities force users of these services to seek superior internet access like broadband, WiMax is likely to replace traditional broadband and dial-up access soon. Interestingly, reforms in telecom sector are taking place at a rapid pace in India. Many private players started internet services affecting monopolistic public sector telecoms. The advent of private ISPs, the consumer behavior and brand choice of broadband consumers are witnessing dynamic shift in favor of private players. Cost competitiveness, transparency, paradigm shift in consumer responsiveness etc weigh in favor of Public Sector telecoms. This paper attempts to identify the factors affecting broadband consumer behavior. Further, paper studies the causes and effects, mediating effects of consumer behavior and conceptualizes a model to capture these effects. The results suggest that adoption of broadband service is playing a mediatory role in consumer satisfaction.

Suggested Citation

  • G, Thiagarajan & Nakkeeran, Senthilkumar & Arockiasamy, Arulraj, 2010. "Mediating effects of broadband consumers’ behavior in India," MPRA Paper 26840, University Library of Munich, Germany, revised 27 Jul 2010.
  • Handle: RePEc:pra:mprapa:26840

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    References listed on IDEAS

    1. Flamm, Kenneth & Chaudhuri, Anindya, 0. "An analysis of the determinants of broadband access," Telecommunications Policy, Elsevier, vol. 31(6-7), pages 312-326, July.
    2. Faulhaber, Gerald R & Hogendorn, Christiaan, 2000. "The Market Structure of Broadband Telecommunications," Journal of Industrial Economics, Wiley Blackwell, vol. 48(3), pages 305-329, September.
    3. Foxall, Gordon R. & Bhate, Seema, 1993. "Cognitive styles and personal involvement of market initiators for 'healthy' food brands: Implications for adoption theory," Journal of Economic Psychology, Elsevier, vol. 14(1), pages 33-56, March.
    4. N. Sheth, Jagdish & Parvatiyar, Atul, 1995. "Relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 391-396.
    5. Yogesh K. Dwivedi & Michael D. Williams & Vishanth Weerakkody & Banita Lal & Sneha Bhatt, 2008. "Understanding Factors Affecting Consumer Adoption of Broadband in India: A Pilot Study," Journal of Cases on Information Technology (JCIT), IGI Global, vol. 10(3), pages 35-47, July.
    6. S. Baranzoni & P. Bianchi & L. Lambertini, 2000. "Multiproduct Firms, Product Differentiation, and Market Structure," Working Papers 368, Dipartimento Scienze Economiche, Universita' di Bologna.
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    More about this item


    Broadband; Adoption; Normative constructs; mediating;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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