Factors influencing the adoption of interactive TV in Hong Kong: Implications for advertising

Abstract

Digitalization and signal compression technologies have led to an explosive growth of new media products and services with the characteristics of mobility, connectivity, interactivity, and expanded choice. This study attempts to shed light on adoption patterns of new media technologies by focusing on interactive TV—a service launched in Hong Kong as the first of its kind in January 1998. Using a probability sample, a telephone survey was conducted in November 1997 to assess attitudes and other factors affecting subscription intention, the findings of which have important implications for advertising strategies in Cultural China.