Evaluation of the Impact of e-Services on Enterprise Broadband

Demand in the German Market

Erik Massarczyk and Peter Winzer

Department Design Computer Science Media, Hochschule RheinMain University of Applied Sciences,

Unter den Eichen 5, Wiesbaden, Germany

Keywords: Enterprise Broadband Demand, Bandwidth, Broadband Connection Speeds, Importance of Internet Services,

Performance Evaluation, UTAUT2.

Abstract: The worldwide broadband penetration and internet usage are increasing. However, often the research

regarding the demand for a better broadband availability and higher broadband connection speeds focuses on

private households, whereas the need for higher bandwidths of enterprises is mostly unconsidered. Although

some market overviews also consider the broadband requirements of enterprises, the research lacks a study

with a clear focus on the broadband market of enterprises in Germany. To increase the research-based

knowledge about the needs of enterprises regarding the usage of broadband connections, a survey of

enterprises in Germany (with focus on the Rhine-Main area) has been performed. To strengthen the insight

about the impact factors for the use of higher broadband connection speeds, elements like e.g. the expected

performance or price-performance ratio will be analyzed by means of the "Unified Theory of Acceptance and

Use of Technology 2". The first results of the survey indicate that the main drivers for internet usage of

enterprises are the availability of higher connection speeds in combination with better price-performance-

ratios.

1 INTRODUCTION

On the base of an upcoming digitization of workflows

and an increasing linkage between different

enterprise locations and between enterprises and

customers in the virtual world, the broadband

provision and the availability of high broadband

connection speeds get more and more important for

enterprises in the business and industry sector (vbw

2018). Since the availability of broadband accesses is

a key factor for enterprise and private household

settlement, the broadband network coverage needs to

be comprehensively (Briglauer, 2014; Guenach et al.,

2011; ITU, 2014a; Koutroumpis, 2009;

Monopolkommission, 2011; Picot and Wernick,

2007).

Due to the high economic significance of a

sufficient broadband provision for enterprises, a

situation analysis about the current broadband

provision of enterprises is necessary. In this context,

an online survey was conducted to find out how the

current broadband needs of companies in Germany

(with focus on the Rhine-Main area) will be met and

what the future broadband needs of companies will

look like. In addition, information about the usage of

broadband internet services and the potential

willingness to pay for higher bandwidths will be also

collected by the survey. The main aim is to identify if

enterprises “suffer” of low broadband connection

speeds or an insufficient broadband network coverage

in their delivery of their services and products.

Therefore, the paper is structured as follows. After

the introduction, the second section covers the

literature review. Here, the first subsection contains

an in-depth definition of broadband. The second

subsection of the literature review considers the

differences between the broadband demand of

enterprises and private customers. The following

subsection builds the theoretical base of the model by

considering the Unified Theory of Acceptance and

Use of Technology 2 (UTAUT2) and their model

adjustments, which would be needed for the

development of the three research hypotheses of this

study. In the fourth subsection of the literature review

indicators and drivers of broadband demand for

private customers and enterprises are discussed.

Based on the structure of these four subsections, the

next section presents the methodology and research

Massarczyk, E. and Winzer, P.

Evaluation of the Impact of e-Services on Enterprise Broadband Demand in the German Market.

DOI: 10.5220/0007828900510062

In Proceedings of the 16th International Joint Conference on e-Business and Telecommunications (ICETE 2019), pages 51-62

ISBN: 978-989-758-378-0

approach of the study. Section 4 contains the data

analysis and the main results of the survey. In the fifth

section, the results will be discussed briefly and the

further research options will be introduced.

2 LITERATURE REVIEW

2.1 Definition of Broadband

In general, "broadband" is defined as an uninterrupted

access to a great number of services to achieve a

specific fast connection speed (Picot and Wernick,

2007). Here, a specific connection is named

broadband when the connection reaches a faster speed

than the delivered one of the Integrated Services

Digital Network (ISDN) technology. In the past,

broadband is stated if connection speeds of 256 kbps

and more are delivered by the internet access (OECD,

2002, ITU, 2006, p. 21). Due to the increase of

broadband demand, the minimal connection speed for

the identification of broadband would be adjusted

from 1/2 Mbps to 4 Mbps over time (FCC 2010; ITU,

2003, p. 9; Jensen et al., 2006; Kim et al., 2003). In

the last definition of broadband, the minimal

broadband connection speed is raised up to 25 Mbps

in downstream (FCC 2015). The adjustment of the

minimal broadband connection takes care about the

necessities of a network-based and digital world.

Besides high connection speeds other quality

parameters like e.g., the symmetry of download and

upload streams, the reliability and security of the

connection, the low latency, are also important factors

for broadband services.

2.2 Challenges

Following the reports of the International

Telecommunication Union (ITU) (ITU, 2014b) and

Organisation for Economic Cooperation and

Development (OECD) (OECD, 2007; OECD, 2013),

the perspective focuses on most of the consideration

how much of the private households or inhabitants are

connected to broadband internet.

Although residential customers represent 80% of

end-users or devices for the use of broadband Internet

(Cisco, 2014), the importance of business use and

demand for broadband connections should not be

overlooked. If one considers the development of the

introduction of broadband connection speeds in

excess of 100 Mbit/s, it can be seen in Germany, for

example, that only a few private consumers (“heavy

users”) and especially business customers require this

type of access. (Deist et al., 2016, p. 22). This is not

surprising given that businesses generally have higher

broadband demand and willingness to pay than

residential customers (BEREC, 2016). Companies

usually have a strong need to send and receive large

amounts of data over the Internet. In addition, access

technology is not relevant from the customer's point

of view, but the decisive factor is whether the

broadband infrastructure is able to meet the

customer's demand for (high) broadband connection

speeds (Götz 2009).

Companies (compared to private households) tend

to be more willing to pay for broadband access at high

speeds. In this respect, network operators believe that

business customers have a significantly higher

revenue potential per line (compared to residential

customers). However, in the most cases the available

broadband connection speeds are not sufficient to

satisfy the enterprise broadband needs. This study is

intended to contribute to clarifying the question of the

extent to which the broadband demand of companies

in Germany, and in particular in the Rhine-Main

region, is sufficiently satisfied.

2.3 Research Model – Adjusted Model

with Elements of the Unified

Theory of Acceptance and Use of

Technology 2

To increase the comprehension about the enterprises’

needs regarding the usage of broadband internet

services and the requirement of higher broadband

connection speeds, an adjusted approach of the

Unified Theory of Acceptance and Use of

Technology 2 (UTAUT2) will be used.

Besides the concepts of expected performance,

expected effort, social influence and facilitating

conditions are already treated by the known UTAUT,

the UTAUT2 adds the concepts of hedonic

motivation, price value, and habit (Lin et al., 2013;

Venkatesh et al., 2003; Venkatesh et al., 2012). In the

own developed and adjusted model, the concepts of

price value and expected performance will be in the

main consideration. Although Venkatesh et al. (2012)

has used these two concepts in connection with the

intention to behave, they cannot be directly

incorporated into our model. The core problem is that

businesses have a demand for higher broadband

speeds, which they need to maintain their status in

everyday business life. There is no relationship

between (a) performance expectations and (b) price

value as well as a behavioral intention to use higher

broadband connection speeds. As enterprises need the

higher broadband connection speeds to provide their

services, there is no intention to use them, but rather

DCNET 2019 - 10th International Conference on Data Communication Networking

a need to use them. Therefore, the authors do relate

performance expectancy and price value to the

behavioral need to use higher bandwidths.

In this context, the authors assume that if current

broadband access provides acceptable performance

for enterprises and meets their needs, the need to

introduce higher bandwidths will be reduced.

Regarding the price value, it can be estimated that if

the enterprises perceive an acceptable price-

performance ratio, the demand for the adoption of

higher bandwidths will be reduced too.

In this regard, the usage of specific broadband

internet services could also induce demand for higher

broadband connection speeds. To examine this

relationship, an external variable "importance of

network-based/access-based services" will be used.

In considering the UTAUT2, Venkatesh et al. (2012)

argue that external variables could be used as

influence factors for the behavioral intention to use.

In order to adapt the approach to this research, the

external variable of the importance of network-

based/access-based services is related taking into

account the behavioral necessity of using a higher

bandwidth. The variable represents the importance

for enterprises of the different internet services

presented in the next paragraph. These specific

internet services often need high broadband

connection speeds and therefore, a demand for a

higher bandwidth exist.

Based on this the hypotheses for this paper are:

H1: A positive assessment of the performance of

the current broadband access by enterprises has a

negative impact on the demand for higher bandwidth.

H2: A positive assessment of the price-

performance-ratio of the current broadband access

negatively affects the demand for a higher bandwidth.

H3: An increasing importance of internet services

has a positive impact on the demand for higher

bandwidths.

Figure 1: Conceptual Model.

Following the hypotheses, Figure 1 visualizes the

conceptual model for this research work, which is an

adapted model based on the UTAUT2. In the later

section "data analysis" the relation of performance

expectancy, price value and importance of access-

based services will be tested in two different ways.

On the one hand, each hypothesis is tested by a

specific regression analysis to analyze the

relationship between these independent variables and

the need to use higher bandwidths. In this analysis,

the individual relationship is tested for its significance

in terms of the impact on the behavioral needs of

enterprises to use higher broadband connection

speeds for the provision of their own services and

products. On the other hand, all the variables of the

concepts will be combined in one regression analysis

to figure out, which of the concepts and variables will

be dominantly for the use of higher bandwidths and

to figure out how the different variables also affect

each other. To better comprehend the results in the

data analysis, each concept is dressed by a specific

color code, like performance expectancy in yellow,

price value in red and internet services in green (see

Tables 4 to 9).

With regard to the hypothesis H3, it should be

noted that in H3 the different internet services are

tested in a separate combined regression analysis to

find out which internet services are most important

for enterprises in terms of their broadband demand.

When considering the combined regression analysis

with the other two concepts of price value and

performance expectation, only the significant Internet

services are considered by the test hypothesis H3.

2.4 Broadband Demand

As already introduced, the broadband demand, future

bandwidth demand and the need for higher

bandwidths are in the consideration of this study. In

this regard, this chapter will identify, which indicators

drive the demand for higher bandwidths in general

and specifically for enterprises.

For more than 20 years, innovative developments

in services and applications for everyday business and

private life have been driven by the opening up of the

telecommunications and internet markets in

particular. The increasing use of internet services

based on broadband internet infrastructures is making

the availability of these services as an economic

location factor increasingly important (Briglauer,

2014; Guenach et al., 2011; ITU, 2014a;

Koutroumpis, 2009; Monopolkommission, 2011;

Picot and Wernick, 2007). As the bandwidth needs of

enterprises can change rapidly and the provision of

broadband infrastructure requires appropriate lead

times, decisions on the further development of

broadband infrastructure must be taken in good time.

Therefore, broadband infrastructures will be seen

as essential base for the collection of knowledge and

Evaluation of the Impact of e-Services on Enterprise Broadband Demand in the German Market

information and exploiting the potential of electronic

markets in the upcoming digital world (Economides,

2004; Jensen et al., 2006). Telecommunications

infrastructures therefore represent a key factor for

companies in their choice of location, economic

success and future (international) competitiveness

(Belloc et al., 2012). If broadband coverage in a

region is considered to be insufficient, companies

would be limited in their business activities there and

may avoid having their place of business there. In this

respect, a complex local broadband supply can lead to

a deterioration in productivity and service quality in a

region.

For the ability to offer own products and services,

enterprises need to use internet services like: (a)

cloud-computing, (b) contract transactions, (c) digital

administration, (d) e-commerce, (e) email services,

(f) file-sharing, (g) financial transactions, (h) home

office, (i) intranet, (j) video-conferences, (k) web-

programming (Briglauer and Gugler, 2017; Buigues,

2001; BMWI, 2013; Cava-Ferreruela and Alabaz-

Munoz, 2005; Falck et al., 2013; Jensen et al., 2006;

Montolio and Trillas, 2013; Stordahl, 2008). The

demand for higher bandwidths is growing quite

strongly due to more sophisticated applications and

the content-oriented development of new services

(BMWI, 2013, p.20; Choudrie and Lee, 2004; Hazlett

and Weisman, 2011; Jensen et al., 2006; Winzer et al.,

2017; Winzer and Massarczyk, 2018).

Due to the technologically advance of broadband

access technologies (copper, coax cable, fiber and

mobile connections), telecommunications

infrastructures allow the achievement of broadband

connection speeds of 100 Mbps and more. Therefore,

the network operators should be able to satisfy the

bandwidth needs of the enterprises and to be able to

maintain the customer relationship (BMWI, 2013, p.

20; Stopka et al., 2013, p. 59p.). In addition to the

basic availability of broadband connections with

speeds in excess of 100 Mbit/s, companies expect in

particular (a) fair price-performance-ratio and (b)

widespread availability in rural regions/locations

(Distaso et al., 2006; Sawyer et al., 2003; Stopka et

al., 2008). In this respect, higher demand for

broadband is particularly dependent on prices and

comprehensive network availability (Grosso, 2006).

In addition, there are always internet services that

customers want to use unconditionally ("killer

applications") and in which the parameter and

broadband infrastructures play a less important role

(Aizu, 2002). Nonetheless, this study will estimate

both parts of indicators by considering the

performance expectancy, price value and importance

of access-based services.

In summarizing the importance of broadband

accesses, the provision of broadband accesses and

high connection speeds directly influence the national

competitiveness and profitability of enterprises

(Cava-Ferreruela and Alabaz-Munoz, 2005;

Choudrie and Lee, 2004; ITU, 2003, p. 9; Woroch,

2002).

3 METHODOLOGY

To validate the developed hypotheses, the authors

have performed a survey to get information, (a) which

services are used by the enterprises, (b) which

broadband speeds they use and (c) how much they

pay for it. The main intention is here to figure out how

the named indicators influence the demand for a

higher bandwidth in future.

As our university is located in the Rhine-Main

area (Hesse) in Germany, the survey was mainly

distributed via local multipliers located in the

municipalities to reach all types of businesses (from

micro to large). For the simplification of the data

collection, a cross-sectional online-survey (“one-shot

surveys”) have been prepared (Diekmann, 2011).

Although an online survey can in principle reach a

wide range of potential respondents, the absence of a

high participation rate (or low dropout rate) and the

completeness and accuracy of the answers cannot be

guaranteed for such online surveys. In addition, the

questionnaire is designed in such a way that

individual questions can be skipped without ending

the survey.

The survey was distributed during the period May

to July 2018. In total, 364 companies were interested

in the survey and 123 enterprises have

started/passed the questionnaire. There are 81 fully

completed questionnaires, which corresponds to a

high response rate of 22.25%. Against the

background of approx. 566,000 companies in Hesse

(Hessen Statistisches Landesamt 2018), the number

of 81 participating companies is naturally to be

classified as too low.

In the first part of the survey, the enterprises were

asked about their industry, enterprise size and degree

of internet usage in general. The second part covers

questions about the internet provider and broadband

access. The third part include questions about the

importance of different Internet services. The

following fourth part of the survey deals with the

question to what extent the current broadband

situation satisfies the needs of the company. These are

supplemented in the fifth part by questions on service

quality and fault frequency. The last part regards

DCNET 2019 - 10th International Conference on Data Communication Networking

questions about the price of the current broadband

access and the willingness to pay for a better

broadband access.

The data collected were analyzed using

quantitative research methods and the SPSS statistical

program. To examine the reliability and validity of

the data, the estimation of the Cronbach Alpha and an

Exploratory Factor Analysis were performed.

The importance of access-based internet services

in the respective enterprise was queried with the 5-

Point-Likert-scale (scale: unimportant to important).

The considered internet services include: (a) email,

(b) e-commerce, (c) file-sharing, (d) home office, (e)

cloud computing, (f) information generation, (g)

intranet, (h) financial transactions, (i) contract

transactions, (j) digital administration, (k) web-

programming, and (l) video conferences. To measure

the performance expectancy, the enterprises were

asked to estimate if the current broadband access

would be sufficiently in the provision of bandwidth in

the future of the enterprise (5-Point-Likert-scale:

fully disagree to fully agree). Furthermore, the scope

of disturbances and the overall evaluation of the

current broadband access gives an overview about the

performance of the used broadband access (5-Point-

Likert-scale: imperfect performance to excellent

performance) (Likert 1932). Last the price value is

evaluated by using questions regarding the price-

performance-ratio and willing to pay for a better

broadband connection (5-Point-Likert-scale: fully

disagree to fully agree).

As introduced above, the used approach for

assessment the hypotheses deviate from the original

model of the UTAUT2.

4 DATA ANALYSIS AND

RESULTS

4.1 Result Conditions

The following discussion assumes that the

participants of the survey answer in the position of

business customers. In the following, the descriptive

results precede the analysis of the validity and

reliability tests. After the validation of the used

concepts, the results of the correlation analysis will be

briefly discussed. Accordingly, the results of the

ordinary least square regressions of the hypothesis

testing will be displayed

4.2 Descriptive Results

First of all, the classification of the companies

involved will be discussed. Here, 23.5% of the

responding enterprises are directed in the IT section,

whereas 17.3% of the enterprises are situated in

provision of services. The other participating

enterprises are nearly equal distributed to the other 11

industry sectors.

Regarding the classification of the size of the

enterprises in Table 1, it can be seen that micro

enterprises and small enterprises take the biggest

shares of the responding enterprises with 38.5% and

37.2% respectively. Considering the distribution of

the number of employees in the enterprises, the

distribution of micro and small enterprises in the

study fits roughly with the overall distribution in

Germany. However, regarding the distribution and

relation of the enterprises in Germany with the share

of the responding enterprises, it can be seen that the

share of micro enterprises in the survey are

underrepresented. Small, medium and large

enterprises are overrepresented in their own survey

(compared to their share of the total German

distribution).

Table 1: Size of the Enterprises (EM = Employees)

(Destatis 2018).

Size

Percentages in

the Survey

Percentages

in Germany

Micro Enterprises

(below 10 EM)

38.5% 89.5%

Small Enterprises

(10 to 49 EM)

37.2% 8.3%

Middle Class Enterprises

(50 to 249 EM)

17.9% 1.8%

Large Enterprises (250

EM and more)

6.4% 0.4%

Since larger companies require more effort in

synchronizing the tasks of employees and linking

different parts of the company, it can be assumed that

the larger companies there are, the higher broadband

connection speeds would be required (vbw 2018).

Overall, 60.5% of the responding enterprises indicate

a high degree of internet usage in their enterprise.

69.6% of the enterprises are connected to

broadband internet by the incumbent of the German

broadband market. Regarding the quality of the

broadband accesses in Table 2, approx. 48% of the

enterprises use broadband connection speeds of less

than 30 Mbps in downstream. In earlier studies, for

the German market, values of about 40% of

companies with broadband connections of (up to) 16

Mbit/s are mentioned, which is compatible with the

figures given in Table 2 (27.3% less than 16 Mbit/s

Evaluation of the Impact of e-Services on Enterprise Broadband Demand in the German Market

and 47.8% less than 30 Mbit/s (vbw 2018). Despite

46.6% of the enterprises have broadband accesses

with downstream connection speeds higher than 50

Mbps, the insufficient broadband provision for more

than 50% of the enterprises is a worrying signal for

the Rhine-Main area as economic location factor. Due

to availability of further broadband internet services

and a progressing digitization, it can be expected that

the insufficiently provided enterprises will struggle in

their business activities in the near future (vbw 2018).

Considering Table 2, it is furthermore worrying that

56.8% of the enterprises use upstream broadband

connection speeds below 16 Mbps. Especially the

linkage between parts of the enterprises and between

enterprises and customers as well as the stable

maintenance of business functions could induce the

need to use higher (upstream) bandwidths. Together

with an increased processing of data volume, the

usage of broadband connection speeds of less than 50

Mbps in downstream and upstream would be not

sufficiently (vbw 2018). From this point of view,

approx. 50% (downstream) and 75% (upstream) of

the enterprises are insufficiently provided by

broadband in the current situation.

Table 2: Distribution of Delivered Broadband Connection

Speeds.

Size

Percentages in

Downstream

Percentages

in Upstream

Less than 2 Mbps 2.7% 21.6%

Less than 6 Mbps 8.2% 12.2%

Less than 16 Mbps 16.4% 23.0%

Less than 30 Mbps 20.5% 14.9%

Less than 50 Mbps 5.5% 2.7%

Less than 100 Mbps 21.9% 10.8%

100 Mbps and more 24.7% 14.9%

Regarding the access technology used, approx.

60% of the companies use different quality levels of

copper lines, approx. 20% fiber optic lines, approx.

10% coaxial cable and the remaining 10% other

technologies (mainly mobile). With a view to the

future, only 20% of companies with broadband

connections of 100 (up to 1,000) Mbit/s are securely

positioned. Therefore, it is not surprising that about

70% of the companies assume that their current

broadband speeds will not be sufficient to provide the

services and products of the future. For this reason, it

is not surprising that 77.6% of the companies

surveyed would prefer to use higher bandwidths

immediately, which is in line with previous studies

(vbw 2018).

Besides the demand for higher bandwidths, the

quality of the used broadband access depends also

how often the service is not available. In this regard,

44.3% of the enterprises have answered that they

experience failures in the internet connection at least

once a month or more. Although once a month sounds

less dramatic, the duration of the failures could be a

critical problem. Since 54.4% of the failures last at

least 8 hours, which possibly indicate that the

employees are not able to use the internet and to work

with the customers. Depending on the size and the

sector of the company, the economic damage of a lost

working day could be quite high.

In Table 3, the different internet services and their

importance for the enterprise are presented, where

only the enterprises’ ratings “very important” and

“rather important” has be taken into account. In

general, nearly all the responding enterprises specify

that email is the most important service, which would

fit with previous studies in this field, which also

mentioned that email is the most used broadband

internet service (96%) (vbw, 2018). In addition, the

following (next) most important services were

mentioned by the companies: (a) to get information,

(b) to manage the enterprise, (c) to enable the ability

for home office for employees, and (d) to process

financial transactions. In comparison to the results of

previous studies (e.g. information generation 92%),

the activities are rated less important in this study

(vbw 2018). As most companies in the survey are

micro or small enterprises, communication between

employees is likely to be personal. Video conferences

and file-sharing between different employees in

different locations or exterior use can be normally

found in middle class or large enterprises. In this

regard, the rating that only the half of the enterprises

rate video conferences and file-sharing as important

broadband internet services for the own enterprise can

be understood. However, relating the results of home

office and video conferences concerning the vbw

(2018) study, more enterprises are using video

conferences for their communication to business

partner and customers as well as offering home office

to employees.

Table 3: Importance of Internet Services.

Internet Services Importance

Email 98.7% important

Information Generation 77.9% important

Digital Administration 74.7% important

Home Office 65.3% important

Financial Transactions 61.3% important

Video Conferences 52.0% important

File-Sharing 51.4% important

Intranet 48.6% important

Cloud-Computing 44.2% important

Contract Transactions 39.2% important

E-Commerce 33.3% important

Web-Programming 29.7% important

DCNET 2019 - 10th International Conference on Data Communication Networking

Although cloud-computing would be often named

in regard of an increased usage by enterprises, in this

survey only round about two fifths rate cloud-

computing as important for their business activities,

which roughly corresponds to the results of other

studies (approx. 50%) (vbw 2018).

In the last step, the enterprise perceptions

regarding the price-performance ratio, willingness to

pay and degree of satisfaction will be illustrated.

Overall, 80.8% of the enterprises are not satisfied

considering the price-performance ratio of their

broadband access. Due to this high level of

dissatisfaction, companies are increasingly willing to

change network operators as far as this is technically

possible. The dissatisfaction is directly related to the

fear of the companies that they may not be able to

carry out their business activities in full scope due to

insufficient internet connections (vbw, 2018). The

shortcomings can lead to e-mails (e.g. with large file

attachments) not being processed at all or only very

slowly, or video conferences with

customers’/business partners not being possible,

which would have a negative effect on customer

relations (vbw 2018). Furthermore, some of the

enterprises are dissatisfied through high differences

between the paid and delivered broadband connection

speeds (vbw, 2018).

58.6% of the enterprises pay a monthly price

below 100 Euro. 64.4% of businesses would be

willing to pay more each month for better/faster

broadband access. Regarding the question of a

possible one-off payment for better broadband access,

75.0% of companies would be willing to pay (at least)

250 Euro and 54.4% of companies would be willing

to pay (at least) 500 Euro. Although this one-off

payment would not cover the whole costs of an

upgrade of the current or the implementation of a

fiber infrastructure, a contribution margin could be

made. Finally, only 19.4% of the responding

enterprises rates the overall experience with their

broadband access as good or very good. 25.0% of the

enterprises rate their broadband access as acceptable,

which, conversely, means that more than 55% of

enterprises are not satisfied with their broadband

access (vbw 2018).

As efficient broadband access is a very important

location factor for businesses, network operators,

with the involvement of public authorities, need to

step up their efforts to ensure satisfactory broadband

coverage.

4.3 Validity and Reliability Analysis

The results of the validity and reliability analyses are

illustrated in the Tables 4 and 5. Here, the following

seven aspects are included in the analysis: (1)

importance of broadband internet services, (2) price-

performance ratio and estimation of the willingness to

pay, (3) performance expectancy regarding the

delivered downstream and upstream broadband

connection speeds. The further aspects are: (4)

importance of broadband internet services and

broadband demand, (5) price-performance ratio,

estimation of the willingness to pay and broadband

demand, (6) performance expectancy and broadband

demand. The last concept considers all combined

influencing concepts and the dependent concept of

the behavioral need to use higher bandwidths.

The first three concepts regard the influencing

concepts on the behavioral need to use higher

bandwidths. The analysis of these three concepts

should verify if these concepts are consistent. The

following three concepts (4) to (6) have included the

concepts of (1) to (3) and in addition the concept of

the behavioral need to use higher bandwidths. The

addition of the behavioral need to use higher

bandwidths would be necessary to figure out if the

concepts would be valid and reliable by considering

the impact on the dependent variable. In the last step

of the reliability and validity analysis, all concepts are

considered together. This step is necessary to verify

if all concepts stay valid and reliable when they are

considered in relation to the behavioral need to use

higher bandwidths. Furthermore, the reliability and

validity analyses are necessary to estimate the

truthfulness of the outcomes.

To estimate the validity of the set concepts and

hypotheses, exploratory factor analyses will be

performed. In the first step, the factor analysis

includes the examination of the Kaiser-Meyer-Olkin

value (KMO), the significance test from Bartlett, the

consideration of the communalities and the

examination of the cumulative variance (Field 2013;

Fromm 2008; Fromm 2010; Hair et al., 1995;

Schöneck and Voß, 2013). To achieve a good

validity, the concepts should reach significant p

values below the mark of 5% in the Bartlett-Test and

KMO values above 0.7 (Field 2013; Fromm 2008;

Fromm 2010; Hair et al. 1995; Schöneck and Voß,

2013). In addition, the communalities of the variables

in the considered concept should exceed in average

the value of 0.6. The validity of the concepts can be

regarded as given if the factors reach a cumulative

variance of more than 50%, which show high

explanatory rates of the variances of the collected

data (Field 2013; Fromm 2008; Fromm 2010; Hair et

al., 1995; Schöneck and Voß, 2013).

Evaluation of the Impact of e-Services on Enterprise Broadband Demand in the German Market

Following the results in Table 4, in general it can

be concluded that the set concepts are valid. All the

concepts fit with the guidelines considering a Bartlett-

Test below the mark of 5%, the communalities exceed

0.6 and all the concepts achieve good explanatory

rates of their variances. In the consideration of the

KMO values, only the concepts regarding prices and

willingness to pay do not reach a satisfying KMO

value (above 0.7), where, in a broader definition of

the KMO, values above 0.5 are also to be classified

as still acceptable ((Field 2013; Fromm 2008; Fromm

2010; Hair et al., 1995; Schöneck and Voß, 2013).

The other concepts reach good KMO values higher

than 0.7. Overall, the concepts reach good validity

scores.

Table 4: Validity Analysis.

Research Concepts

KMO &

Bartlett

Cumulative

Variance &

Communalities

Importance Internet

Services

0.748

p<0.05

64.254%

Ø Com.>0.6

Price Value

0.501

p<0.05

63.782%

Ø Com.>0.6

Performance Expectancy

0.814

p<0.05

64.882%

Ø Com.>0.6

Importance Internet

Services with Broadband

Demand

0.753

p<0.05

66.897%

Ø Com.>0.6

Price Value with

Broadband Demand

0.504

p<0.05

76.163%

Ø Com.>0.6

Performance Expectancy

with Broadband Demand

0.850

p<0.05

62.135%

Ø Com.>0.6

Combined Concepts

0.555

p<0.05

67.907%

Ø Com.>0.6

After validity analysis, all named concepts need to

be examined in the terms of reliability. Reliability is

measured using the alpha values developed by

Cronbach. In principle, the Cronbach alpha values

should be higher than 0.7 in order to obtain good

reliability (Cronbach, 1951; Fornell and Larcker,

1981; Hossiep, 2014).

Based on the results in Table 5, the concepts

regarding the price value do not reach a Cronbach’s

Alpha value higher than 0.7. However, in a broader

definition, the Cronbach’ Alpha values of 0.6 could

identify an acceptable reliability (Cronbach, 1951;

Fornell and Larcker, 1981; Hossiep, 2014). The other

examined concepts are reliable.

Table 5: Reliability Analysis.

Research Concepts

Cronbach’s

Alpha

Importance Internet Services 0.812

Price Value 0.653

Performance Expectancy 0.796

Importance Internet Services with Broadband

Demand

0.801

Price Value with Broadband Demand 0.624

Performance Expectancy with Broadband

Demand

0.741

Combined Concepts 0.801

4.4 Correlation Analysis

The correlation analysis measures the degree of the

relationship between two individual variables. It is

not, however, the degree of dependence, but the

measure of the linear proportionality. A correlation of

1.000 shows a ‘perfect’ relationship. A correlation

coefficient higher than 0.500 is classified as a good

correlation. Below 0.300, the correlation coefficients

are weak (Brosius, 1998; Hagl, 2008). For the sake of

brevity, the authors focus on the significant

correlations between the behavioral need for higher

bandwidths and the variables of three developed

concepts.

Table 6 shows the variables that have a significant

correlation and will be further considered in the

following. All the variables with insignificant

correlation values will be excluded in the further

considerations.

The results in Table 6 show that the "Behavioral

Need for a Higher Bandwidth" correlates most

strongly with whether the downstream and upstream

speeds of one's own access are sufficient to meet

future business needs (correlation coefficients: -0.650

downstream, 0.676 for upstream). The negative sign

here means that companies with satisfactory

broadband connections have no need to use higher

bandwidths, while companies with insufficient

broadband connections have a need for higher

bandwidths. In addition, there is a high correlation (-

0.669) with "overall satisfaction with own broadband

access", i.e. if a company is dissatisfied with its

broadband access, there is a need to use higher

bandwidths. In view of the other significant

correlations, the importance of Internet services, the

price/performance ratio of broadband access, the rate

of connection failures and the contractually agreed

speeds of current access correlate weakly with the

need to use higher bandwidths.

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4.5 Regression Analysis

In this paper, the regression analysis follows the

method of an ordinary least square regression. The

intension is to verify if the dependent variable

behavioral need to use higher bandwidths will be

affected by the developed three concepts of

independent variables (Brosius 2007, p. 255). In this

regard, it will be examined, in which degree the

predictor variables can explain the generated values

of the dependent variable (Schäfer 2010, p. 121).

In the application of the regression analysis, four

major indicators need to be considered. Firstly, the r-

square will be determined to quantify the explanatory

power of the whole regression model. The r-square is

the share of the dependent variable, which can be

explained by the independent variables. Following

Chin (1998, p. 323) and Cohen (1988), the value

should be at least 33%.

Secondly, the analysis of the variances (ANOVA)

need to verify the model fit. The resulting values

should be significant (p<0.05) and higher than 3,

which is the case here with which the model can be

rated as good.

Table 6: Significant Correlations with the Behavioral Need

for Higher Bandwidths.

Variables Correlation Coefficient

Downstream Speed -0.340

Upstream Speed -0.332

Expected Satisfactory Downstream

Speed

-0.650

Expected Satisfactory Upstream Speed -0.676

Performance Evaluation -0.669

Failure of Connection 0.265

Service – Contract Transactions 0.252

Service – Digital Administration 0.270

Service – Video Conferences 0.335

Price-Performance Ratio -0.329

Willingness to Pay 0.386

Thirdly, the regression coefficients of the

independent variables need to be significant (p<0.05).

In particular, the identified estimators must match the

expectations in the research hypotheses. Fourthly, the

test of multicollinearities by the Variance Inflation

Factor (VIF) needs to be performed to find out,

whether the variables included in the regression

analyses have an identical relation. In the case of

existing multicollinearities, i.e. if the VIF values

exceed 10 (or in a stricter definition 3), the outcomes

of the regression analysis are biased (Hair et al., 1995;

Lin et al., 2009; Petter et al., 2007).

Since it was precisely such high

multicollinearities between the parameters upstream

and downstream speed that could be observed, the

parameter "upstream speed" was not further

considered (in Table 7). The overall

satisfaction/performance rating and the expectation

as to whether the downstream connection speeds are

sufficient for future broadband services have a

negative impact on demand for higher bandwidths.

Table 7: Regression Analysis – Performance Expectancy.

Independent

variables

Dependent: Behavioral Need for Higher

Bandwidths

ANOVA =

14.590

p<0.05

R-Square = 48.9%

Regression Coefficients with

Significance

VIF

Downstream

Speed

0.041 1.739

Expected

Satisfactory

Downstream

Speed

-0.117** 2.771

Performance

Evaluation

-0.150** 3.180

Failure of

Connection

0.010 1.208

* Significant within the error probability of 10%.

** Significant within the error probability of 5%.

If downstream connection speeds were sufficient,

companies would see no need for the adaption of

higher bandwidths. The r-square with 48.9%

identifies a properly explanatory rate and the

ANOVA represents a good model fit of the

regression. The VIF values are closely above 3.

Multicollinearities do not bias the model.

Table 8: Regression Analysis – Price Value.

Independent

variables

Dependent: Behavioral Need for Higher

Bandwidths

ANOVA =

11.506

p<0.05

R-Square = 25.3%

Regression Coefficients with

Significance

VIF

Price-

Performance

Ratio

-0.125** 1.000

Willingness to

Pay

0.158** 1.000

* Significant within the error probability of 10%.

** Significant within the error probability of 5%.

Evaluation of the Impact of e-Services on Enterprise Broadband Demand in the German Market

As shown in Table 8, there is negative relationship

between the evaluation of the price-performance ratio

and the demand for higher bandwidths, i.e.

enterprises who perceive a dissatisfying relation

between the price and the performance of the current

broadband access have a stronger demand for higher

bandwidths.

Table 9: Regression Analysis – Importance Internet

Services.

Independent

variables

Dependent: Behavioral Need for Higher

Bandwidths

ANOVA =

4.236

p<0.05

R-Square = 16.1%

Regression Coefficients with

Significance

VIF

Contract

Transactions

0.037 1.344

Digital

Administration

0.038 1.325

Video

Conferences

0.078** 1.139

* Significant within the error probability of 10%.

** Significant within the error probability of 5%.

The company's willingness to pay is clearly

positively dependent on the need to use higher

bandwidths. In other words, the higher the enterprises

are willing to spend financial resources for the

broadband access, the stronger is the need for higher

bandwidths. The r-square of 25.3% identifies a weak

explanatory rate, which is naturally, since the need for

higher bandwidths is influenced by multiple

variables. The test for the ANOVA indicates a good

model fit. Following VIF values of one, a non-

existence of multicollinearities can be concluded.

Table 9 clearly shows that only the use of the

"video conferencing" service (statistically

significant) indicates the need for higher broadband

speeds. If enterprises have to do more video

conferences with partners, other locations and

customers, they have an increased need to use higher

bandwidths. The other internet services are

insignificantly. Considering the r-square, the value of

16.1% indicates a weak explanatory rate. Despite the

ANOVA test identifies a F-value of four, which

indicates a model fit, the value is close to three and

therefore, the model fit is weakly acceptable. Since

the VIF values are close to one, a non-existence of

multicollinearities can be comprehended.

As introduced in the beginning of the paper, in the

final stage, all the variables significant variables of

the single analyses will be used in the combined

analysis. When performing the regression analysis by

implementing all the different variables, a high

explanatory rate of 60.4% with significant model fit

(following ANOVA test) shows that many indicators

for the explanation of the variable behavioral need to

use higher bandwidths are considered in the taken

regression analysis. In doing so, two variables get a

significant impact on the need to use higher

bandwidths, (a) performance evaluation (coefficient:

-0.143) and (b) video conferences (coefficient:

0.055). Given the strength of the variables, it should

be noted that (a) the performance of or satisfaction

with current broadband access and (b) the use of

video conferencing significantly affect the need to use

higher bandwidths.

5 DISCUSSION AND

CONCLUSIONS

Summarizing the different analyses and

considerations, the hypotheses H1 to H3 can be

accepted. If the performance and price-performance

of the current broadband accesses are satisfying for

the enterprise, there is no need to use higher

bandwidths. If some of the internet services are

important enough, the need to use higher bandwidths

increases. However, this relation cannot be verified

for all of the different broadband internet services.

Nonetheless, the existing concepts of price value and

performance expectancy can be confirmed.

Despite some significant results of the survey, the

authors are aware of the problem that only a small

number of companies participated in the survey. In

this respect, the results should be checked by a further

survey (ideally with a higher number of participants).

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