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Adoption of Smart TV in UK and the Moderating Role of Viewer Classification

Author

Listed:
  • Roya Gholami

    (IT, Supply Chain and Decisions Department, NEOMA Business School, France)

  • Farid Shirazi

    (Ted Rogers School of Information Technology Management, Ryerson University Toronto, Toronto, Canada)

  • Daniel Arnold

    (Aston Business School, Birmingham, UK)

Abstract

The UK TV market is a dynamic and rapidly evolving industry. This article investigates the factors affecting adoption intention of Smart TV in UK, and whether the customer's perception varies according to their viewing behavior and motivation. The proposed research model is empirically verified through an online survey of early adopters. Previous research has highlighted the gap in Smart TV research which is the consumer behavior perspective. The current study addresses this gap by integrating different theoretical perspectives from IT adoption and mass communication literature, providing a better explanation of Smart TV adoption and viewing behavior by end users. The findings also provide practical insight for marketers and policymakers of Smart TV devices and content providers in order to develop successful segmentation strategy.

Suggested Citation

  • Roya Gholami & Farid Shirazi & Daniel Arnold, 2019. "Adoption of Smart TV in UK and the Moderating Role of Viewer Classification," International Journal of Information Systems in the Service Sector (IJISSS), IGI Global, vol. 11(1), pages 1-24, January.
    • Handle: RePEc:igg:jisss0:v:11:y:2019:i:1:p:1-24
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