標題: Digital television adoption: Comparing the adoption of digital terrestrial television with the adoption of digital cable in Taiwan
作者: Li, Shu-Chu Sarrina
傳播研究所
Institute of Communication Studies
關鍵字: Digital television;Terrestrial television;Digital cable;Rogers' diffusion of innovation;Technology adoption;Innovation attributes
公開日期: 1-二月-2014
摘要: 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. (C) 2013 Elsevier Ltd. All rights reserved.
URI: http://dx.doi.org/10.1016/j.tele.2013.02.003
http://hdl.handle.net/11536/23346
ISSN: 0736-5853
DOI: 10.1016/j.tele.2013.02.003
期刊: TELEMATICS AND INFORMATICS
Volume: 31
Issue: 1
起始頁: 126
結束頁: 136
顯示於類別:期刊論文


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