Adoption Intentions Toward Interactive Digital Television Among Advertising Professionals

Using the decomposed theory of planned behavior, this article develops and empirically validates a model that predicts the intention to use interactive digital television as a marketing communication medium.

Adoption Intentions Toward Interactive Digital Television Among Advertising Professionals

Verolien Cauberghe and Patrick De Pelsmacker

Digitalization has changed the media landscape by blurring the lines between existing forms (Edelman 2007). For example, interactive digital television (IDTV) is an outcome of this convergence that merges traditional broadcasting and digital (telecommunication) technology to allow viewers to interact with the television, using remote controls.

For this research, we define IDTV as (1) a group of technologies that gives (2) users the (3) possibility to take control (4) over their TV experience, (5) enabling interactivity with the content (6) (in)dependently of the...

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