Investigating consumers’ behavioral intentions in the adoption of 5G mobile networks: a holistic approach to technology acceptance and business process integration

Abstract

Background: ASEAN countries such as Singapore, Thailand, Philippines and Malaysia have adopted and deployed 5G technology. Despite the technological advances, Brunei Darussalam have yet to launch 5G network for public usage. However, there has been no study done in investigating consumers’ behavioral intentions towards the adoption of new network services in Brunei Darussalam. Aims: The aim of this study is to explore the consumers’ behavioral intentions towards 5G networks for digital activities in Brunei Darussalam using Technology Acceptance Model. Methodology: This study employs a quantitative method conducted using closed-ended survey questionnaires distributed through online platforms. Data from 116 smart phone users were then obtained and analyzed employing PLS-SEM to determine the factors influencing the behavioral intentions of customers to use 5G networks. Results: The outcome of the study determines that factors such as subjective norms, speed, ubiquity, and attitude have significant relationship in influencing the consumers’ intentions to use 5G network. Attitude towards 5G networks were also found to have moderation effects on these factors. In contrast, privacy risks have no significant relationship in this study. Conclusion: The outcome of this study will contribute further understanding about the consumers attitude and behavioral intentions to use and adapt the new mobile network, which can help the telecommunication industry in effectively planning, disseminating, and regulating new mobile network for higher acceptance of consumers in the transitioning and deployment stages. Recommendations: Deeper exploration of consumers’ intentions through qualitative methods should also be conducted to gain further understanding of the underlying motivations. Thus, it is recommended that future studies should consider incorporating qualitative methods to obtain a more comprehensive understanding of consumers’ behavior.