Identifying drivers for continual usage of wireless broadband

In this research, we investigate how the characteristics of users and technical services affect the acceptance of WiBro by actual subscribers. In these findings, mobility, diversity, and convenience are found to have positive effects on the perceived usefulness and mobility and convenience are found to have positive effects on perceived ease of use. Utilitarian values and hedonic values are shown to have positive effects on perceived usefulness, and utilitarian value is shown as the only dimension affecting perceived ease of use. The study provides practical suggestions for service providers to invigorate the WiBro service market, such as improved additional investment for service coverage expansion, customer service, and enhancement of access.