Title
Adoption intentions toward interactive digital television among advertising professionals Adoption intentions toward interactive digital television among advertising professionals
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
East Lansing, Mich. ,
Subject
Economics
Source (journal)
Journal of interactive advertising. - East Lansing, Mich.
Volume/pages
11(2011) :2 , p. 45-59
ISSN
1525-2019
vabb
c:vabb:307129
Carrier
E
Target language
English (eng)
Affiliation
University of Antwerp
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.
E-info
https://repository.uantwerpen.be/docman/iruaauth/a6f838/d1e060e5358.pdf
Handle