Abstract
Several enhancements and new features have been introduced in the television entertainment
industry to offer the viewers with a high quality viewing experience when it comes to
contemporary home entertainment services. Tata SKY’s direct-to-home (DTH) service is one
such service that has been recently introduced in the Indian context. For achieving an
increased adoption rate of this innovation, it is important to gain an understanding of the
behaviour of different factors that influence the potential consumers to form positive
intentions about such innovations, in turn attracting them to accept and use of such
innovations. This paper, thus aims at developing a theory-based conceptual framework for
examining the consumer adoption of entertainment related innovations using the innovationattributes that have been acknowledged in the recent literature as having considerable
influences on the acceptance of various innovations. Innovation-attributes from Rogers’
diffusion of innovations theory, Tornatzky and Klein’s meta-analysis, and Moore and
Benbasat’s perceived characteristics of innovating theory will be used here to develop a
conceptual framework suitable for investigating the adoption of entertainment related
innovations.
industry to offer the viewers with a high quality viewing experience when it comes to
contemporary home entertainment services. Tata SKY’s direct-to-home (DTH) service is one
such service that has been recently introduced in the Indian context. For achieving an
increased adoption rate of this innovation, it is important to gain an understanding of the
behaviour of different factors that influence the potential consumers to form positive
intentions about such innovations, in turn attracting them to accept and use of such
innovations. This paper, thus aims at developing a theory-based conceptual framework for
examining the consumer adoption of entertainment related innovations using the innovationattributes that have been acknowledged in the recent literature as having considerable
influences on the acceptance of various innovations. Innovation-attributes from Rogers’
diffusion of innovations theory, Tornatzky and Klein’s meta-analysis, and Moore and
Benbasat’s perceived characteristics of innovating theory will be used here to develop a
conceptual framework suitable for investigating the adoption of entertainment related
innovations.
| Original language | English |
|---|---|
| Article number | 367 |
| Journal | International Journal of Indian Culture and Business Management |
| Volume | 10 |
| Issue number | 3 |
| Publication status | Published - 2015 |