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Adoption intentions toward interactive digital television among advertising professionals

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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.

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Citation

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Chicago
Cauberghe, Verolien, and Patrick De Pelsmacker. 2011. “Adoption Intentions Toward Interactive Digital Television Among Advertising Professionals.” Journal of Interactive Advertising 11 (2).
APA
Cauberghe, Verolien, & De Pelsmacker, P. (2011). Adoption intentions toward interactive digital television among advertising professionals. JOURNAL OF INTERACTIVE ADVERTISING, 11(2).
Vancouver
1.
Cauberghe V, De Pelsmacker P. Adoption intentions toward interactive digital television among advertising professionals. JOURNAL OF INTERACTIVE ADVERTISING. 2011;11(2).
MLA
Cauberghe, Verolien, and Patrick De Pelsmacker. “Adoption Intentions Toward Interactive Digital Television Among Advertising Professionals.” JOURNAL OF INTERACTIVE ADVERTISING 11.2 (2011): n. pag. Print.
@article{1185975,
  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.},
  author       = {Cauberghe, Verolien and De Pelsmacker, Patrick},
  issn         = {1525-2019},
  journal      = {JOURNAL OF INTERACTIVE ADVERTISING},
  language     = {eng},
  number       = {2},
  pages        = {21},
  title        = {Adoption intentions toward interactive digital television among advertising professionals},
  volume       = {11},
  year         = {2011},
}