Study On The Influencing Factors Of Users’ Using Wish Of Rural Broadband In Jiangsu Based On ISM Model And UTAUT Model

The State Council issued ““Broadband China” strategy and its implementation plan” in 2013, which means "broadband strategy" rises to national strategy. The strategy also proposed “Broadband village” project in order to deploy the rural broadband construction. As the model of information construction, Jiangsu Province actively implement the national "broadband China" strategy. In 2014, Jiangsu Provincial Government issued the opinion about “vigorously implement the " Broadband China " strategy to speed up broadband level”. Besides, it indicates that vigorously promoting the project construction of "broadband Jiangsu", "wireless Jiangsu" and by 2020, rural residents will fully enjoy the economic growth, service convenience and development opportunities brought by broadband. As we can see, governments at all levels attach great importance to the construction of rural broadband because rural broadband construction has great significance to the realization of rural information and agricultural modernization, balancing urban and rural development and building new socialist countryside in Jiangsu.Based on ISM, UTAUT, domestic and foreign literatures, interview with experts and questionnaire survey of rural broadband users in Jiangsu Province. The paper researches factors about the users’ using wish of rural broadband in rural areas of Jiangsu from two aspects of influencing factors from broadband providers and influencing factors from the user’s own, namely, objective and subjective. For influencing factors from broadband providers, the influence factors were divided into different levels by using ISM model. For influencing factors from the user’s own, Relevant influencing factors are tested by empirical test by using UTAUT model. Hierarchical research shows that:(1) the broadband pricing, the price of terminal product and the service quality of operator are the direct factors.(2) technology is the fundamental factor; Empirical test shows that:(1) Individual innovation, effort expectation, performance expectation, convenience and habit have significant positive effect on the users’ using wish of rural broadband. Perceived price has a significant negative impact on the users’ using wish of rural broadband.(2) Effort expectation mediates the relation between in-dividual innovation and willingness to use broadband. Performance expectation mediates the relation between effort expectation and willingness to use broadband.(3) Age, sex, education, income can positively adjust relevant variables. On the found of those conclusions of this study, the paper puts forward suggestions for two aspects of broadband providers and user’s own.