Webcasting Adoption: Technology Fluidity,-User 'Innovativeness, and Media Substitution
نویسنده
چکیده
Even though a tremendous adoption growth-triggered by the increased broadband connections to Internet user homeshas occurred since 200 I , little is known regarding who the early adopters may be, the reasons why they adopt webcasting and what types of content wi l l be most viable for adoption. This study examined the potential factors that could help predict webcasting adoption. In particular, it utilized several theoretical elements to explore audience interest in adopting broadcast video streaming via webcasting. It also assessed user interests in accessing' local webcast programming. A national sample of 454 Internet users was interviewed in a telephone survey. Study results provided strong support for the proposed theoretical framework that integrated the theories of technology fluidity, adopter innovativeness, and media substitution.
منابع مشابه
Predicting Webcasting Adoption via Personal Innovativeness and Perceived Utilities
CAROLYN A. LIN University of Connecticut [email protected] Broadcasting over the internet presents a new frontier for media and advertising industries to conquer. At the local level, the greatest asset of a television station is its "localism"—with the audience still regarding television stations as the most effective source for local weather, traffic, and sports news as well as advertising...
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