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Abstract
This study examines the factors influencing customers’ decisions to adopt WiFi 6 services in Hue City. Survey data collected from 170 customers were analyzed using a combination of Logistic Regression and Fuzzy-set Qualitative Comparative Analysis (fsQCA) to clarify both the net effects of individual factors and the causal configurations leading to service adoption. The Logistic regression results indicate that all examined factors have positive net effects on the adoption decision, with perceived usefulness and social influence playing particularly prominent roles. The fsQCA analysis provides additional insights into the asymmetric nature of customer behavior by identifying a causal configuration in which users are willing to adopt the service even when its ease of use is relatively low, provided that the service offers superior perceived usefulness and gains social recognition. The findings offer managerial implications for telecommunications service providers in developing product strategies that align with local market contexts.
Keywords: FSQCA; Adoption decision; WiFi 6; Hue City.