TY  - JOUR
T1  - Predictors of Digital Information Technology Adoption: A Case of Digital Terrestrial Television (DTT) Adoption in South Korea
AU - Shim, Hongjin AU - You, Kyung Han 
JO  - International Business Management
VL  - 6
IS  - 5
SP  - 590
EP  - 600
PY  - 2012
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2012.590.600
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2012.590.600
KW  - Digital technology
KW  -Digital Terrestrial Television (DTT)
KW  -digital broadcasting
KW  -limitation
KW  -diffusion of innovation
KW  -TAM
KW  -logistic regression analysis
AB  - This study investigated factors affecting adoption intention of direct Digital Terrestrial Television (DTT) assuming that predictors affecting the adoption intention of DTT are differentiated based on free of charge and with willingness to pay. Researches showed that predictors affecting DTT adoption with willingness to pay were differentiated from those of DTT adoption free of charge. In particular, innovative character did not predict adoption intention of DTT free of charge whereas innovative character was shown to be a powerful predictor in adopting DTT with willingness to pay. Implications and limitations are also discussed.
ER  -