Abstract: The aim of this paper is to investigate the technology adoption factor towards the continuance broadband intention among the households in Malaysia. Information and communication technology (ICT) is the most efficient way to develop the literacy of knowledge and skills among its users, and broadband is the key factor to spread the ICT infrastructure. By understanding the factor of continuance of broadband intention (CBI), the researcher explores the factors that affect household broadband penetration (HBP) as well. Furthermore, this study will gauge the effectiveness of the Universal Service Provision (USP) projects especially 1Malaysia Internet Center1Malaysia (Pi1M) towards CBI.