Broadband Services Selection Criteria of Young Users: Exploratory and Confirmatory Factor Analytic Approach
Muhammad Sabbir Rahman, Md. Nusrate Aziz, Murali Raman, Md. Mahmudul Haque, Abdul Highe Khan

Abstract
The purpose of this paper is to examine young users’ behavioral intention in choosing an internet broadband in Malaysia with a view of technical, functional quality and experience economy perspective. Survey methodology using questionnaires was adopted to solicit the required information from 400 existing and potential users and data were analyzed through exploratory as well as confirmatory factor analysis. Since a significant number of broadband customers are from young generation we therefore examine the choice of young generation in particular. This paper also attempts to provide fundamental information on young users’ perception about service quality as well as the experience economy on their buying intention. This study does not only identify the perceived attributes of quality and experience economy but also generalize the young consumers’ buying intention of an internet broadband service in Malaysian context. The results of the Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) suggest that the factors of young user’s behavioral intention in choosing a broadband connection were contributed by technical quality, functional quality and experience economy constructs.

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