Online Service Adoption Likelihood

Carolyn A Lin

As we approach the dawn of the digital television revolution, the convergence between television and online services continues along technological as well as content dimensions.

Online-Service Adoption Likelihood

Carolyn A. LinCleveland State University

As we approach the dawn of the digital television revolution, the convergence between television and online services continues along technological as well as content dimensions. Resulting from this inevitable transition is a further erosion of the television audience, as evidenced by the dwindling primetime rating generated by all six broadcast networks, which dipped to 42.8 percent in 1997 from 47.6 percent in 1995 (Nielsen Media Research, 1997a).

Concerns regarding this potential media substitution phenomenon have prompted expert predictions that online or PC-TV services could gradually displace the traditional ways that television...

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