Title: Conceptualising the role of innovation-attributes for examining consumer adoption of entertainment-related innovations

Authors: Kawaljeet Kaur Kapoor; Yogesh K. Dwivedi; Michael D. Williams

Addresses: School of Management, Swansea University, Swansea, SA2 8PP, Wales, UK ' School of Management, Swansea University, Swansea, SA2 8PP, Wales, UK ' School of Management, Swansea University, Swansea, SA2 8PP, Wales, UK

Abstract: Several enhancements and new features have been introduced in the television entertainment industry to offer the viewers with a high quality viewing experience when it comes to contemporary home entertainment services. Tata SKY's direct-to-home (DTH) service is one such service that has been recently introduced in the Indian context. For achieving an increased adoption rate of this innovation, it is important to gain an understanding of the behaviour of different factors that influence the potential consumers to form positive intentions about such innovations, in turn attracting them to accept and use such innovations. This paper thus aims at developing a theory-based conceptual framework for examining the consumer adoption of entertainment-related innovations using the innovation-attributes that have been acknowledged in the recent literature, as having considerable influences on the acceptance of various innovations. Innovation-attributes from Rogers' diffusion of innovations theory, Tornatzky and Klein's meta-analysis, and Moore and Benbasat's perceived characteristics of innovating theory will be used here to develop a conceptual framework suitable for investigating the adoption of entertainment-related innovations.

Keywords: behavioural intention; conceptual framework; innovation-attributes; direct-to-home; DTH; India; consumer adoption; television entertainment; innovation; home entertainment services; innovating theory.

DOI: 10.1504/IJICBM.2015.068500

International Journal of Indian Culture and Business Management, 2015 Vol.10 No.3, pp.367 - 389

Received: 26 Sep 2013
Accepted: 11 Jan 2014
Published online: 30 Apr 2015 *

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