Prof. LEUNG Wing Chi, LouisLouisProf. LEUNG Wing ChiWei, RanRanWei2019-03-042019-03-041998Asian Journal of Communication, 1998, vol. 8(2), pp. 124-147.0129-29861742-0911http://hdl.handle.net/20.500.11861/5630Digitalization 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.enPeer Reviewed Journal Article10.1080/01292989809364766