Market share of hybrid vehicle is still low as compared to non-hybrid vehicle. From business point of view, slow growth in hybrid vehicle sales may causes losses on hybrid automobile manufacturers and they may end up withdraw from the market. In order to increase the sales of hybrid vehicle, a solution must be generated. To find a good solution, automobile producers must understand the market condition as well as the reasons/factors that influenced adoption of hybrid vehicle. This research aims to contribute to the understanding on the consumer behavior that causes the adoption of hybrid vehicle and hope to contribute to the reduction in global warming as well as theoretical development.

The constantly intensifying demand for mobility has generated enormous market opportunities for telecom companies. The Internet has transformed lives of the Homo sapiens over the last decade in manners beyond the horizons of imaginations. 4G; the new kid on the block is the abbreviation for fourth-generation wireless; the phase of mobile communications providing high quality connections for transportable devices. By drawing on the attributes of the Technology Acceptance Model (TAM) which is an established methodology in technology based product acceptance researches; this paper contemplates the factors that influence the intentions of Malaysian college and university students to adopt 4G broadband for academic and for pleasure purposes. A theoretical framework has been proposed for this study which consisting of four independent variables, namely Perceived Ease of Use, Perceived Usefulness, Subjective Normand Perceived Enjoyment. The dependent variable of this study is Intention to Use.