Exploring the adoption of interactive digital television services as a retail shopping platform


The aim of this research is to consider the possible effect of an emerging technology platform on the uptake of online shopping: interactive (digital) Television (iTV), which enables viewers to select a variety of viewing options, publicity materials, games, entertainment and more recently shopping. An augmented version of the original TAM is applied to this study. Two new constructs are considered namely access and awareness together with perceived ease of use, perceived usefulness, perceived enjoyment and security. The results show that indeed the augmented TAM can be used as a predictive model for the adoption of iTV as an online shopping platform. It is concluded that access, perceived ease of use, perceived enjoyment and perceived usefulness are significant factors to determine the consumers’behavioural intentions towards the use of digital TV as a new shopping platform. However, awareness and security are considered to be insignificant with no effect on consumers’ behavioural intentions towards the new shopping medium.

Divisions: College of Business and Social Sciences > Aston Business School > Operations & Information Management
Additional Information: © 2010 The Authors
Event Title: 39th European Marketing Academy Conference
Event Type: Other
Event Dates: 2010-06-01 - 2010-06-04
Uncontrolled Keywords: TAM model,interactive television,remote shopping
Last Modified: 27 Dec 2023 09:58
Date Deposited: 19 Nov 2013 09:45
Full Text Link: http://oro.open ... id/eprint/27769
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PURE Output Type: Conference contribution
Published Date: 2010
Authors: Anastasakis, Leonidas (ORCID Profile 0000-0003-2879-6613)
Ellis-Chadwick, Fiona



Version: Accepted Version

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