Predictors of Audience Interest in Adopting Digital Television
Although the deadline for mandated digital transmission for broadcast television (DTV) is fast approaching, we still know relatively little about viewer knowledge about and interest in adopting the new, higher resolution television receivers. This study profiles likely DTV adopters in terms of social locators, media adoption, orientation toward adopting new media, and affective measures. The relative success of the latter in distinguishing between likely DTV adopters and nonadopters underscores the utility of a new set of attitudinal variables to supplement demographics and technology adoption measures. These elements were less successful in explaining DTV awareness levels, which were relatively low.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 16 (2003)
Issue (Month): 3 ()
|Contact details of provider:|| Web page: http://www.tandfonline.com/HMEC20|
|Order Information:||Web: http://www.tandfonline.com/pricing/journal/HMEC20|
When requesting a correction, please mention this item's handle: RePEc:taf:jmedec:v:16:y:2003:i:3:p:159-173. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Chris Longhurst)
If references are entirely missing, you can add them using this form.