Profiling intended users of interactive and personalised digital TV advertising services in Greece
by George D. Lekakos, Adam P. Vrechopoulos
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 3, No. 3, 2006

Abstract: The emergence of the Digital TV (DTV) services calls for investigating consumer preferences and behavioural patterns towards this new promising communication and selling e-channel. This paper develops profiles of consumers who intend to use DTV services as an innovation. Based on the theories and processes of technology acceptance and diffusion of innovation, the study investigates demographic and behavioural characteristics, as well as perceptions and preferences of Greek consumers towards interactive DTV services. The survey (479 respondents) offers insightful preliminary empirical data upon which detailed profiles and behavioural patterns of users that intend-to-adopt interactive TV services ('innovators') are developed. Particular emphasis is given on predicting the viewers' intention to use interactive and personalised advertising services, as the major forthcoming revenue sources of the DTV industry. The findings imply that demographics and Personal Computer (PC) usage are the key predictors of interactive and personalised DTV advertising adoption. Single young students with high educational level that are familiar with technology and have a PC at their office is the innovators' profile being derived for the case of the Greek DTV industry. Implications for the DTV providers and future esearch perspectives are provided at the end.

Online publication date: Mon, 28-Aug-2006

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