| The purpose of this study was to examine the adoption of direct broadcast satellite (DBS), a multichannel television programming service and the factors associated with the adoption. Based on the assumption that DBS is an innovative technology in the transmission of multichannel video signals to the home, the study uses the diffusion of innovations theory as its framework.; To investigate who adopts DBS, seven adoption factors of DBS were identified based on previous media adoption studies. These factors were audience personality (innovativeness trait and attitude towards technology), television viewing needs (need for entertainment, need for specific program content, and need for local information), media technology ownership, media use (television and Internet use), satisfaction with current television programming services, perceived attributes of DBS (relative advantage and complexity), and socioeconomic characteristics (household income, household size, home ownership, and type of residence).; A cross-sectional telephone survey was conducted to test the relationships among the variables. The population for this study was television households in a small rural community, Jackson County, Illinois. Of 856 valid telephone numbers, 302 interviews were appropriately completed and used in the data analysis.; The study found that DBS adopters or likely adopters tend to be upscale in income, to own homes, to live in a single family home, and are belong to middle-sized households (about three or four). They have a strong need for specific program content such as movie and sports but are less interested in local information. They have already adopted a great number of communication technologies and spend a considerable amount of time watching television, but are not very satisfied with cable or over-the-air television programming services. In addition, those who strongly perceive the relative advantage of DBS, but who perceive DBS technology as no more complex than cable television, are more likely to choose DBS over cable.; The findings generally supported assumptions derived from diffusion theory and the uses and gratification perspective. The primary exception was that no personality factors were found to have a significant influence on DBS adoption. |
