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Predictors of Audience Interest in Adopting Digital Television


  • David Atkin
  • Kim Neuendorf
  • Leo Jeffres
  • Paul Skalski


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.

Suggested Citation

  • David Atkin & Kim Neuendorf & Leo Jeffres & Paul Skalski, 2003. "Predictors of Audience Interest in Adopting Digital Television," Journal of Media Economics, Taylor & Francis Journals, vol. 16(3), pages 159-173.
  • Handle: RePEc:taf:jmedec:v:16:y:2003:i:3:p:159-173 DOI: 10.1207/S15327736ME1603_2

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    References listed on IDEAS

    1. Jeffrey K. MacKie-Mason & Hal Varian, 1994. "Economic FAQs About the Internet," Journal of Economic Perspectives, American Economic Association, vol. 8(3), pages 75-96, Summer.
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    4. MacKie-Mason, J.K. & Varian, H.L., 1993. "Some Economists of the Internet," Papers 93-16, Michigan - Center for Research on Economic & Social Theory.
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    Cited by:

    1. Sarrina Li, Shu-Chu, 2013. "Lifestyle orientations and the adoption of Internet-related technologies in Taiwan," Telecommunications Policy, Elsevier, vol. 37(8), pages 639-650.
    2. Li, Shu-Chu Sarrina & Chen, Yen-Shen, 2017. "Non-adopters of Social Media: Comparing their Lifestyles, Perceived Innovation Attributes, and Sociodemographic Attributes with All-adopters, Partial-adopters, and Minimum-adopters," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168515, International Telecommunications Society (ITS).

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