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

Roya Gholami, Farid Shirazi, Daniel Arnold

Research output: Contribution to journalArticle

Abstract

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.

LanguageEnglish
Number of pages24
JournalInternational Journal of Information Systems in the Service Sector
Volume11
Issue number1
DOIs
Publication statusPublished - 1 Jan 2019

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Consumer behavior
Communication
Industry
Online survey
Customer perception
Marketers
Segmentation
Consumer behaviour
End users
Politicians
Factors
IT adoption

Keywords

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

Cite this

Gholami, Roya ; Shirazi, Farid ; Arnold, Daniel. / Adoption of smart TV in UK and the moderating role of viewer classification. 2019 ; Vol. 11, No. 1.
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Adoption of smart TV in UK and the moderating role of viewer classification. / Gholami, Roya; Shirazi, Farid; Arnold, Daniel.

Vol. 11, No. 1, 01.01.2019.

Research output: Contribution to journalArticle

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