Innovativeness, Interactivity, and the Adoption of Streaming Television
DOI:
https://doi.org/10.58997/smc.v35i2.78Keywords:
streaming television, innovation, interactivity, uses and gratificationsAbstract
Streaming television channels such as Netflix and Hulu have steadily grown in viewership, with many users abandoning traditional cable and broadcast sources of televised content. The purpose of this study was to assess whether personal innovativeness and perceived interactivity predict people’s intentions to stream video. Using an online survey (N = 790), it was determined that while innovativeness was a significant predictor, the perceived interactivity of the streaming experience best predicted streaming television viewing.
References
Agarwal, R., & Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information Systems Research, 9(2), 204–215.
Ancu, M., & Cozma, R. (2009). MySpace politics: Uses and gratifications of befriending candidates. Journal of Broadcasting & Electronic Media, 53(4), 567–583.
Blumler, J. G. (1979). The role of theory in uses and gratifications studies. Communication Research, 6(1), 9–36.
Cheng, Y., Liang, J., & Leung, L. (2015). Social network service use on mobile devices: An examination of gratifications, civic attitudes and civic engagement in China. New Media & Society, 17(7), 1096–1116.
Ferguson, D. A. (1994). Measurement of mundane TV behaviors: Remote control device flipping frequency. Journal of Broadcasting & Electronic Media, 38(1), 35–47.
Franceschinis, C., Thiene, M., Scarpa, R., Rose, J., Moretto, M., & Cavalli, R. (2017). Adoption of renewable heating systems. Energy, 125, 313–326.
Greenburg, B. S. (1974). Gratifications of television viewing and their correlates for British children. In J. G. Blumler & E. Katz (Eds.), The uses of mass communication (pp. 71–92). Beverly Hills, CA: Sage.
Heeter, C. (1985). Program selection with abundance of choice. Human Communication Research, 12(1), 126–152.
Heeter, C., & Greenberg, B. S. (1988). A theoretical overview of the program choice process. Cableviewing, 33–50.
Heidenreich, S., & Handrich, M. (2015). What about passive innovation resistance? Investigating adoption-related behavior from a resistance perspective. Journal of Product Innovation Management, 32(6), 878–903. doi:10.1111/jpim.12161
Hill, D. B. (1985). Viewer characteristics and agenda setting by television news. Public Opinion Quarterly, 49(3), 340–350.
Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7(3), 283–295.
Hurt, H. T., Joseph, K., & Cook, C. D. (1977). Scales for the measurement of innovativeness. Human Communication Research, 4(1), 58–65.
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Eds.), The uses of mass communication (pp. 19–32). Beverly Hills, CA: Sage.
Kaushik, A. K., & Rahman, Z. (2016). Self-service innovativeness scale: Introduction, development, and validation of scale. Service Business, 10(4), 799–822. doi:10.1007/s11628-015-0291-0
Kees, J., Berry, C., Burton, S., & Sheehan, K. (2017). An analysis of data quality: Professional panels, student subject pools, and Amazon’s Mechanical Turk. Journal of Advertising, 46(1), 141–155. doi:10.1080/00913367.2016.1269304
Kiousis, S. (2002). Interactivity: A concept explication. New Media & Society, 4(3), 355–383. doi:10.1177/146144402320564392
Ko, H., Cho, C. H., & Roberts, M. S. (2005). Internet uses and gratifications: A structural equation model of interactive advertising. Journal of Advertising, 34(2), 57–70. doi:10.1080/00913367.2005.10639191
LaRose, R., & Eastin, M. S. (2004). A social cognitive theory of internet uses and gratifications: Toward a new model of media attendance. Journal of Broadcasting & Electronic Media, 48(3), 358–377.
Leiner, D. J., & Quiring, O. (2008). What interactivity means to the user essential insights into and a scale for perceived interactivity. Journal of Computer-Mediated Communication, 14, 127–155.
Levin, G. (2018, November 12). How much have younger viewers bailed on traditional TV? New stats are alarming. USA Today. Retrieved from https://www.usatoday.com/story/life/tv/2018/11/12/cord-cutting-and-streaming-younger-viewers-cut-into-traditional-tv-viewing/1924404002/
Levy, M. R., & Windahl, S. (1984). Audience activity and gratifications a conceptual clarification and exploration. Communication Research, 11(1), 51–78.
Lin, C. A. (2006). Predicting webcasting adoption via personal innovativeness and perceived utilities. Journal of Advertising Research, 46(2), 228–238.
Meade, A. W., & Craig, S. B. (2012). Identifying careless responses in survey data. Psychological Methods, 17(3), 437–455. doi:10.1037/a0028085
Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4(4), 229–242.
Perse, E. M. (1990). Audience selectivity and involvement in the newer media environment. Communication Research, 17(5), 675–697. doi:10.1177/009365090017005005
Perse, E. M., & Ferguson, D. A. (1993). The impact of the newer television technologies on television satisfaction. Journalism & Mass Communication Quarterly, 70(4), 843–853. doi:10.1177/107769909307000410
Perse, E. M., & Rubin, A. M. (1988). Audience activity and satisfaction with favorite television soap opera. Journalism Quarterly, 65(2), 368–375. doi:10.1177/107769908806500216
Petty, R., Ostrom, T. M., & Brock, T. C. (2014). Cognitive responses in persuasion. Psychology Press.
Planing, P. (2015). Measuring consumer innovativeness: An emperical re-evaluation of Roger’s innovativeness scale. International Journal of Sales, Retailing and Marketing, 4(2), 86–96.
Quinn, K. (2016). Why we share: A uses and gratifications approach to privacy regulation in social media use. Journal of Broadcasting & Electronic Media, 60(1), 61–86.
Robertson, T. S., & Kennedy, J. N. (1968). Prediction of consumer innovators : Application of multiple discriminant analysis. Journal of Marketing Research, 5(1), 64–69.
Robinson, J. P., & Levy, M. R. (1986). Interpersonal communication and news comprehension. Public Opinion Quarterly, 50(2), 160–175.
Roettgers, J. (2019, May 3). Cord cutting tops records in Q1 as skinny bundles get fatter price tags. Variety. Retrieved from https://variety.com/2019/digital/news/cord-cutting-q1-record-1203204444/
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: Simon & Schuster.
Rubin, A. M. (1981). An examination of television viewing motivations. Communication Research, 8(2), 141–165.
Rubin, A. M. (1983). Television uses and gratifications: The interactions of viewing patterns and motivations. Journal of Broadcasting, 27(1), 37–51.
Rubin, A. M., & Perse, E. M. (1987). Audience activity and soap opera involvement a uses and effects investigation. Human Communication Research, 14(2), 246–268.
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication and Society, 3(1), 3–37. doi:10.1207/S15327825MCS0301_02
Stafford, T. F., Stafford, M. R., & Schkade, L. L. (2004). Determining uses and gratifications for the Internet. Decision Sciences, 35(2), 259–288.
Sundar, S. S., & Limperos, A. M. (2013). Uses and grats 2.0: New gratifications for new media. Journal of Broadcasting & Electronic Media, 57(4), 504–525.
Tan, A. S. (1986). Social learning of aggression from television. Perspectives on Media Effects, 41–55.
Tefertiller, A. (2018). Media Substitution in Cable Cord-Cutting: The Adoption of Web-Streaming Television. Journal of Broadcasting & Electronic Media, 62(3), 390–407. doi:10.1080/08838151.2018.1451868
Walker, J. R., & Bellamy, R. V. (1991). Gratifications of grazing: An exploratory study of remote control use. Journalism & Mass Communication Quarterly, 68(3), 422–431.
Williams, F., Rice, R. E., & Rogers, E. M. (1988). Research methods and the new media. Simon and Schuster.
