Predicting Webcasting Adoption via Personal Innovativeness and Perceived Utilities

Broadcasting over the internet presents a new frontier for media and advertising industries to conquer.

Predicting Webcasting Adoption via Personal Innovativeness and Perceived Utilities

Carolyn A. LinUniversity of Connecticut
Broadcasting over the internet presents a new frontier for media and advertising industries to conquer. Large media conglomerates (e.g., Disney) and national sports franchises (e.g., the NFL) (Wingfeld, 2002) have been offering webcasting services of news and/or television programs for a fee; even Sprint wireless has gone into this market (e.g., Richman, 2003). Compared to other media, local television stations were relative latecomers in utilizing their websites to provide webcasting to reap additional local advertising...

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