Conceptualising the role of innovation--attributes for examining consumer adoption of entertainment--related innovations

Abstract

Several enhancements and new features have been introduced in the television entertainment industry to offer the viewers with a high quality viewing experience when it comes to contemporary home entertainment services. Tata SKY’s direct-to-home (DTH) service is one such service that has been recently introduced in the Indian context. For achieving an increased adoption rate of this innovation, it is important to gain an understanding of the behaviour of different factors that influence the potential consumers to form positive intentions about such innovations, in turn attracting them to accept and use of such innovations. This paper, thus aims at developing a theory-based conceptual framework for examining the consumer adoption of entertainment related innovations using the innovationattributes that have been acknowledged in the recent literature as having considerable influences on the acceptance of various innovations. Innovation-attributes from Rogers’ diffusion of innovations theory, Tornatzky and Klein’s meta-analysis, and Moore and Benbasat’s perceived characteristics of innovating theory will be used here to develop a conceptual framework suitable for investigating the adoption of entertainment related innovations.