Mediating effects of broadband consumers’ behavior in India
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.
|Date of creation:||01 Jul 2010|
|Date of revision:||27 Jul 2010|
|Publication status:||Published in Marketology 3.5(2010): pp. 01-16|
|Contact details of provider:|| Postal: |
Web page: http://mpra.ub.uni-muenchen.de
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- S. Baranzoni & P. Bianchi & L. Lambertini, 2000. "Market Structure," Working Papers 368, Dipartimento Scienze Economiche, Universita' di Bologna.
- Faulhaber, Gerald R & Hogendorn, Christiaan, 2000. "The Market Structure of Broadband Telecommunications," Journal of Industrial Economics, Wiley Blackwell, vol. 48(3), pages 305-29, September.
- 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.
- N. Sheth, Jagdish & Parvatiyar, Atul, 1995. "Relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 391-396.
- Flamm, Kenneth & Chaudhuri, Anindya, 0. "An analysis of the determinants of broadband access," Telecommunications Policy, Elsevier, vol. 31(6-7), pages 312-326, July.
- Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. " Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, University of Chicago Press, vol. 20(4), pages 644-56, March.
When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:26840. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ekkehart Schlicht)
If references are entirely missing, you can add them using this form.