Description of Invention
This study explores the factors influencing fiber broadband subscription decisions in Malaysia using the Technology Acceptance Model (TAM). The research examines how perceived usefulness (PU) and perceived ease of use (PEOU) affect adoption, alongside factors like social influence and satisfaction. Data was gathered from respondents of various backgrounds. The findings reveal that perceived usefulness significantly impacts the likelihood of recommending fiber broadband, while ease of use plays a moderate role in satisfaction and continued use. These insights help service providers enhance customer acquisition and retention strategies.