ETDs @PUC-Rio
| Título: | EXPLORING FACTORS AFFECTING THE ADOPTION INTENT OF HIGH DEFINITION PAY TV IN BRAZIL: AN APPLICATION OF DIFFUSION OF INNOVATIONS THEORY | ||||||||||||||||||||||||||||||||||||||||
| Autor: |
DANIEL DA HORA ALVES LIMA |
||||||||||||||||||||||||||||||||||||||||
| Colaborador(es): |
LUIS FERNANDO HOR MEYLL ALVARES - Orientador |
||||||||||||||||||||||||||||||||||||||||
| Catalogação: | 25/MAR/2011 | Língua(s): | PORTUGUESE - BRAZIL |
||||||||||||||||||||||||||||||||||||||
| Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
||||||||||||||||||||||||||||||||||||||||
| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=17130&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=17130&idi=2 |
||||||||||||||||||||||||||||||||||||||||
| DOI: | https://doi.org/10.17771/PUCRio.acad.17130 | ||||||||||||||||||||||||||||||||||||||||
| Resumo: | |||||||||||||||||||||||||||||||||||||||||
|
Two and a half years since the launch of digital TV in Brazil, the penetration of this
technology is still very small. Among the main beneficts offered by digital TV to fixed
devices (TV sets), only high definition television (HDTV) is available on a commercial
scale, being nowadays the main appeal to the adoption of digital technology. In Brazil, the
consumption of high definition content has occurred mainly by Pay TV subscribers, a group
formed basicly by high-income households. To increase the understanding of the stimulus
and barriers to adoption of high-definition Pay TV in Brazil, fifteen interviews with people
from high-income households were conducted, under the light of diffusion of innovations
theory. Afterwards, a survey was made with a convenience sample of Pay TV subscribers
without subscription of HDTV services, investigating the relationship between the
perceptions of high-definition attributes and the adoption intent of HDTV services. Results
showed evidence that perceived resources, cost-benefit of content available in HD,
perception of relative advantage, ownership of HD television sets and frequency of
moviegoing are relevantly related to adoption intent of high-definition Pay TV services.
|
|||||||||||||||||||||||||||||||||||||||||
|
|||||||||||||||||||||||||||||||||||||||||