Online high-definition video adoption among college students
As more online video products are available in high-definition format, online high-definition video (online HD video), as a specific application of HD IPTV, has become more appealing to consumers. This study applied Rogers' (2003) diffusion of innovation theory to analyze the decision-making processes used in the adoption of the new technology. College students (n=242) completed a survey that examined the effects of technology use, media consumption, demographics (gender and family income), personality traits (innovativeness-venturesomeness and social integration), awarenessknowledge, perceptions ...
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