Publication
Title
Adoption intentions toward interactive digital television among advertising professionals
Author
Abstract
Using the decomposed theory of planned behavior, this article develops and empirically validates a model that predicts the intention to use interactive digital television as a marketing communication medium. The study tests the model with samples of Belgian advertising professionals at two different moments in time. The results show that the impact of perceived usefulness on the intention to use interactive digital television is low compared with the impact of perceived ease of use and subjective norms. Over time, the compliance effect of external subjective norms on usage intention decreases, in favor of the internalization effect through perceived ease of use. Behavioral control and attitude have more impact in the second stage than in the first.
Language
English
Source (journal)
Journal of interactive advertising. - East Lansing, Mich.
Publication
East Lansing, Mich. : 2011
ISSN
1525-2019
Volume/pages
11:2(2011), p. 45-59
Full text (publishers version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
VABB-SHW
Record
Identification
Creation 14.04.2011
Last edited 11.12.2015
To cite this reference