TY - JOUR
T1 - Digital television adoption
T2 - Comparing the adoption of digital terrestrial television with the adoption of digital cable in Taiwan
AU - Li, Shu-Chu
PY - 2014/2
Y1 - 2014/2
N2 - This study employed Rogers' model to compare the diffusion of digital terrestrial television with the diffusion of digital cable in Taiwan. A telephone survey, which yielded 753 valid questionnaires, was conducted to collect data. The results of this study show that the factors affecting the intention to adopt digital terrestrial television differed widely from those affecting the intention to adopt digital cable. The diffusion of digital cable was discovered to be generally congruent with the prediction of Rogers' model, while the diffusion of digital terrestrial television was not. This second finding reveals a limitation in Rogers' model, namely, its alleged pro-innovation bias. It may be that the respondents in this study looked favorably on digital cable because they considered it, and not digital terrestrial television, to be an inevitable technology. Furthermore, this study found that awareness played an important role in respondents' adoption of digital television. This study therefore suggests that, to accelerate digital conversion, Taiwan's government should establish policies to educate people about digital television.
AB - This study employed Rogers' model to compare the diffusion of digital terrestrial television with the diffusion of digital cable in Taiwan. A telephone survey, which yielded 753 valid questionnaires, was conducted to collect data. The results of this study show that the factors affecting the intention to adopt digital terrestrial television differed widely from those affecting the intention to adopt digital cable. The diffusion of digital cable was discovered to be generally congruent with the prediction of Rogers' model, while the diffusion of digital terrestrial television was not. This second finding reveals a limitation in Rogers' model, namely, its alleged pro-innovation bias. It may be that the respondents in this study looked favorably on digital cable because they considered it, and not digital terrestrial television, to be an inevitable technology. Furthermore, this study found that awareness played an important role in respondents' adoption of digital television. This study therefore suggests that, to accelerate digital conversion, Taiwan's government should establish policies to educate people about digital television.
KW - Digital cable
KW - Digital television
KW - Innovation attributes
KW - Rogers' diffusion of innovation
KW - Technology adoption
KW - Terrestrial television
UR - http://www.scopus.com/inward/record.url?scp=84886086059&partnerID=8YFLogxK
U2 - 10.1016/j.tele.2013.02.003
DO - 10.1016/j.tele.2013.02.003
M3 - Article
AN - SCOPUS:84886086059
SN - 0736-5853
VL - 31
SP - 126
EP - 136
JO - Telematics and Informatics
JF - Telematics and Informatics
IS - 1
ER -