Song, Bevin Xu, authorHallahan, Kirk, advisorKaminski, Karen, committee memberLong, Marilee, committee member2007-01-032007-01-032010http://hdl.handle.net/10217/39169Department Head: Greg Luft.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 about characteristics of online HD video, and perceptions about the benefits and risks of adoption. Dependent variables included attitudes among all respondents, satisfaction among adopters, and behavioral intent among non-adopters. Favorable attitudes were positively related to being male, more knowledge, more time spent with the broadband Internet, more innovative and venturesome in personality, more perceptions about benefits and fewer perceptions about risks, more perceptions about the five characteristics of online HD video. Satisfaction among adopters (n=187) was positively related to being male, innovativeness-venturesomeness and social integration personality, knowledge, perceived characteristics of online HD video, and perceptions about more benefits and less risks. Findings related to behavioral intent among nonadopters were difficult to analyze due to the small number of respondents (n=55), who were predominantly female. Behavioral intent was positively related to Rogers' notions about relative advantage, compatibility and observability, and perceptions about benefits and risks, but negatively related to a focus on social integration. No differences based on family income were found for attitude, behavioral intent or satisfaction.masters thesesengCopyright and other restrictions may apply. User is responsible for compliance with all applicable laws. For information about copyright law, please see https://libguides.colostate.edu/copyright.Text