| This study investigates demographic factors influencing the diffusion and individuals' adoption of direct broadcasting system service in the United Arab Emirates. The study explores the assessment and contribution of DBS potential adopters' demographic factors including age, sex, income, and education, and cultural factors (language and travel).; The study employed a quantitative method in data collection and analysis. Data in this study was gathered through a distribution of a self-administered survey at two phases in time in the U.A.E. A total of 550 survey-questionnaires were submitted to DBS audiences in the U.A.E., particularly in the emirate of Abu Dhabi in both Al-Ain City and Abu Dhabi City. A response rate of 80% was achieved.; In addition, the study examined people's attitudes, motivations and behavior toward their adoption of the technology. In doing so, the study, to a large extent, used the diffusion of innovations theory to form the theoretical framework.; Generally, results show weak relationships between independent variables (age, sex, income, education, language, and travel) and dependent variables (attitudes, motivations, and behavior). Descriptive statistics show that age, parents' monthly income, language, and travel, to certain degree, play a role in individuals' adoption of the technology in the U.A.E. Results, also showed that neither individuals' motivations nor attitudes are strong predictors for viewing DBS in the country. The study holds that the reasons, attributed to the inapplicability of the diffusion of innovations theory at present time in the U.A.E. setting, are as follows: The theory's bias toward diffusion of innovations, the U.A.E. social policy in the past, religion and people's traditions, U.A.E. immigration and naturalization policy, the diffusion of cellular telephones and paging systems, and interpersonal communications. These factors hindered individuals, to a large extent, toward their adoption of DBS services in the U.A.E. although the technology is diffused widely in the country. |
