Adaption intention towards IDTV among advertising companies

Written by: verolien cauberghe and Patrick de pelsmacker

This article is about adaption intention of interactive digital television (IDTV) among advertising professionals. IDTV is combination of technologies which allow its viewers to interact directly in programs it can be used for mailing. Gaming, banking and other various actives it include all three aspect of interactivity namely user control, two ways communication, synchronization. It can be broadcasted through different plate forms terrestrial, satellite, telephone cables and through digital cable system it could be dependent or independent of channel. Its adaption has been relatively slow in Belgian as compared to other developed countries. Research is conducted on Belgian advertising professionals. For this study they used decomposed theory of planned behavior and extended it in order to find accurate behavior of adapting new technology. Before this researches were conducted on the basis of theory of planed behavior. Decomposed theory of planned behavior defines three antecedents of attitude and further they extended it .factors influence adaption of new technology decision are attitude

1. PEOU (Perceived ease of use) mean how much its usage will be effortless
2. PU (perceived usefulness): mean how much its beneficial. 3. Compatibility: either its suitable for them or not.

Furthermore difference references groups influence is important which include internal subjective norms (colleagues, subordinates, supervisors) and external subjective norms (media, stake holders, competitors) PBC (perceived behavioral control) it includes technical resources, monetary resources and personal ability Time as moderator according to veroline and cambridge people behavior changes with time so they conducted research two moments in a time.

This hypothesis based research 16 hypothesis were made on these factors. These hypothesis were made on attitude, perceived behavioral control, subjective norms and time as a moderator On line survey method was used to collect data. Email containing questions were send to 2680 advertising professionals among which 437(16.3) completed questioner in first wave may 2006. And same questioner was sent in May 2007 to advertising professionals and response rate was 16.7%. Response in both waves was almost anonymous .to clarify the measurements they

conducted a direct study. Of the 72 advertising professionals who received the questioner 44 completed it and response rate was 16.6% on the bases of this they removed and formulated few items. They explored the factor structure .then use general model in which measurement were tested through SPSSss, AMOS. Conclusion of this article is that adaption of IDTV is most important for advertising professionals for success of this medium. It was conducted to detect the initial adaption stage of new technology.ada adaption process of IDTV in wave one was 63.5% while it was 69.2% in wave two which is satisfactory. Subjective norms have more impact than PBC. One thing was against their expectations that advertiser preferred PEOU on PU. With passage of time the importance of external subjective norms decreases in favors of PEOU. This is against initial researches in which they show that PU has more importance than perceived ease of use. This study provides insights for drivers of adaption process for IDTV advertising. using data from a country that introduce a new technology for motivating advertising professionals to invest in new marketing medium may indirectly lower the cost for end customer. Even countries with high adaption of IDTV we find the communication professionals remains reluctant to invest in IDTV advertising they believe on traditional system of advertising this study encourage them to adapt new technology. This study helps to understand behavior if advertising professionals who face the adaption of new technology and media format. This study also help mangers to understand how advertising professionals adapt new technology and adaption media format according to their results that external subjective norms and PEOU are most important drivers. For these seminars conferences and presentations are best tool to convince advertising professionals. External and internal subject norms most implies on middle and upper level managers so they should keep them satisfied Limitations of this research are that Id does not include decision process among advertising professionals in an organization for selection of communication medium. Second how IDTV is affecting individual life .adds at IDTV how affects individual life and personal traits and its acceptance in society.