From Broadband Access to Continuance: Quality of Experience, Satisfaction, and Perceived Value in Malaysian Public Higher Education

As higher education becomes increasingly digital, broadband availability alone provides limited insight into whether connectivity adequately supports academic and administrative activities. This study examines how broadband usage conditions shape users’ quality of experience (QOE) and how QOE relates to satisfaction, perceived value, broadband service preference, and continuance intention in Malaysian public higher education institutions. Drawing on Task–Technology Fit theory and the Expectation-Confirmation Model, data were collected over three months using online and paper-based surveys, yielding 461 usable responses from 480 submissions. QOE was modeled as a reflective–formative higher-order construct comprising coverage, service performance quality, reliability, and usability and assessed using PLS-SEM. Primary usage location and broadband type showed selective but small associations with QOE. QOE positively predicted satisfaction, perceived value, and service preference but had no significant direct effect on continuance intention. Digital literacy positively predicted service preference, although preference did not significantly predict continuance. Instead, satisfaction and perceived value were the strongest antecedents of continuance intention. The model explained 43.1% of the variance in continuance intention, highlighting the importance of managing broadband as an experienced rather than merely available infrastructure.

Public higher education; Broadband quality of experience; Continuance intention; User satisfaction; Perceived value

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