Webcasting Adoption: Technology Fluidity,-User 'Innovativeness, and Media Substitution

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.