Understanding broadband adoption in rural Australia

– The purpose of this paper is to propose and test a model concerning broadband adoption in a rural setting., – A computer‐aided telephone survey was conducted to collect data to validate the proposed model in rural Australia., – It was found that relative advantage, utility outcomes, and facilitating conditions play a crucial role in explaining broadband adoption behavior amongst rural Australian households., – The key challenges to stakeholders involved in promoting broadband adoption in these settings are discussed in light of the findings., – A more realistic approach at household level was adopted to investigate broadband adoption in a rural setting. The theoretical framework offers a comprehensive view of broadband adoption applicable to rural Australia.