Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.11861/5630
Title: Factors influencing the adoption of interactive TV in Hong Kong: Implications for advertising
Authors: Prof. LEUNG Wing Chi, Louis 
Wei, Ran 
Issue Date: 1998
Source: Asian Journal of Communication, 1998, vol. 8(2), pp. 124-147.
Journal: Asian Journal of Communication 
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.
Type: Peer Reviewed Journal Article
URI: http://hdl.handle.net/20.500.11861/5630
ISSN: 0129-2986
1742-0911
DOI: 10.1080/01292989809364766
Appears in Collections:Journalism & Communication - Publication

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