Online Service Adoption Likelihood

Abstract

This study investigates the relations between perceived television use and online access motives among those who do not presently subscribe to a commercial online service and how such relations influence the likelihood of online-service adoption. Uses and gratifications theory is utilized as the theoretical basis for examining user motives.A random telephone sample was generated through random digits and 384 valid responses were obtained. The sample was selected from a large metropolitan area of 2 million plus population which possesses racial and ethnic diversity.Study results suggest that user motives between TV exposure and potential online-service access are weakly correlated, as TV-use motives are largely insignificant predictors for potential online-service adoption. Implications for advertisers are explored in light of the convergence between television and online services, which continues along technological as well as content dimensions.