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| Author: | Lin, C.A. |
| Title: | Predicting webcasting adoption via personal innovativeness and perceived utilities |
| Journal: | Journal of Advertising Research
2006 : JUN, VOL. 46:2, p. 228-238 |
| Index terms: | advertising marketing mass communication Internet USA |
| Language: | eng |
| Abstract: | This paper explores the profile of early adopters (hereafter as: adps.) of webcasting (here as: w-c-g.), the potential predictors of w-c-g. adoption, and audience interest in different types of local webcast features. A national sample representing the top 50 television markets in the United States (U.S.) was interviewed through a computer assisted telephone interviewing system for data collection. It was found that w-c-g. adps. suited the profile of "early adopters" of online technology. In addition, personal innovativeness, perceived utilities of w-c-g. and online-use frequency and per online-use duration were found to be significant predictors of w-c-g. adoption. |
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