Analysis of emerging technology adoption for the digital content market

The digital content market is undergoing an evolution in networking and digitalization technologies, offering diverse information and services. Due to the characteristics of these emerging technologies, the digital content market is growing rapidly and traditional content providers face service transformation decisions. While a majority of the previous technology adoption studies have focused on the viewpoints of users and customers, cost reduction, or electronic channel related technologies, in this research we analyze the emerging technology adoption decisions of competing firms for providing new content services from a strategic perspective. Utilizing game theoretical models, we examine the effects of market environments (technology cost, channel cannibalization, brand power, brand extension, information asymmetry and market uncertainty) on firms' adoption decisions. This research contributes a number of unique and interesting implications for the issues of emerging technology adoption for new content service provision.