Adoption of smart TV in UK and the moderating role of viewer classification

Roya Gholami, Farid Shirazi, Daniel Arnold

Research output: Contribution to journalArticlepeer-review


The UK TV market is a dynamic and rapidly evolving industry. This article investigates the factors affecting adoption intention of Smart TV in UK, and whether the customer's perception varies according to their viewing behavior and motivation. The proposed research model is empirically verified through an online survey of early adopters. Previous research has highlighted the gap in Smart TV research which is the consumer behavior perspective. The current study addresses this gap by integrating different theoretical perspectives from IT adoption and mass communication literature, providing a better explanation of Smart TV adoption and viewing behavior by end users. The findings also provide practical insight for marketers and policymakers of Smart TV devices and content providers in order to develop successful segmentation strategy.

Original languageEnglish
Number of pages24
JournalInternational Journal of Information Systems in the Service Sector
Issue number1
Publication statusPublished - 1 Jan 2019


  • Accompanied viewing
  • Smart TV
  • Technology acceptance model
  • UTAUT model
  • Video on demand


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