Carlin, Edward Joseph, II; PhD
BOWLING GREEN STATE UNIVERSITY, 1997
MASS COMMUNICATIONS (0708); BUSINESS ADMINISTRATION, MARKETING (0338)
The purpose of this study was to determine which variables influence the adoption
of a new
communication innovation. The Digital Satellite System (DSS), a direct broadcast
satellite system, was
chosen as the new communication innovation to be analyzed. The DSS was being
introduced to US
consumers in 1994 when this study was initiated. A search of the literature
concerning new
communication innovations revealed that: (1) very few studies on new communication
innovations
examined the relationship between an innovation's attributes and adoption, and
(2) no studies on direct
broadcast satellite systems examined the relationship between its attributes
and adoption. Therefore,
using Diffusion of Innovations Theory as a framework, this study attempted to
discover which attributes of
the DSS influence its adoption. A self-administered mail questionnaire was used
to collect the data.
Participants, chosen by a systematic random sampling technique, were asked to
read two pages of
factual information about the DSS, complete the questionnaire, and return it
to the researcher. A total of
500 questionnaires were mailed, and 205 (41%) were returned and analyzed. Stepwise
multiple
regression analyses were applied to the data. Adoption of the DSS, which was
operationalized as the
potential household use of the DSS, was significantly influenced by a number
of innovation attributes.
The perceived innovation attributes of relative advantage, compatibility, complexity,
and perceived risk
influenced the adoption of the DSS. The objective attributes of receive dish
size, monthly programming
cost, DSS equipment cost, and DSS channel variety influenced the adoption of
the DSS. In addition, the
perception of the DSS as a complimentary innovation and as a substitute innovation
influenced the
adoption of the DSS. The results indicate that the attributes of a new communication
innovation must be
examined in order to provide researchers with a comprehensive, realistic description
of an innovation's
adoption potential. As the media marketplace becomes even more competitive and
focused on brand
awareness and recognition, innovation attribute studies will help researchers,
and innovation producers,
focus more of their attention on the relationship between innovation characteristics
and adoption.
Social
Systems Simulation Group
P.O. Box 6904 San Diego, CA 92166-0904 Roland Werner, Principal Phone/FAX (619) 660-1603 |