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

Anastasakis, Leonidas and Ellis-Chadwick, Fiona (2010). Exploring the adoption of interactive digital television services as a retail shopping platform. In: The Six Senses: the Essentials of Marketing: 39th EMAC Conference, 1-4 Jun 2010, Copenhagen, Denmark.

URL: http://www.emac2010.org/r/default.asp?iId=EGMLJD


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.

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  • Item ORO ID
  • 27769
  • Item Type
  • Conference or Workshop Item
  • Keywords
  • TAM model; remote shopping; interactive television
  • Academic Unit or School
  • Faculty of Business and Law (FBL)
  • Copyright Holders
  • © The Authors
  • Depositing User
  • Fiona Ellis-Chadwick