Using Technology Acceptance Model (TAM) to Examine the Adoption of Digital Terrestrial Television in Taiwan

• Main Authors: Huang, Shih-Yun, 黃詩芸
• Other Authors: Li, Shu-Chu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/40029291338278160583

碩士 === 國立交通大學 === 傳播研究所 === 98 === Taiwan’s five terrestrial television stations started their process of digital conversion in 1998, and all the terrestrial television stations have finished their digitalization in 2004. However, most people in Taiwan do not feel a need to have digital television, which has greatly slowed down the diffusion process of digital terrestrial television in Taiwan. This study adopted the technology acceptance model (TAM) as theoretical framework to examine the factors that influenced the adoption of digital terrestrial television in Taiwan. A telephone survey with 300 valid interviews was used to collect data for this study. The data analysis shows that most assumptions proposed by TAM were supported except that social norms did not have a significant effect on the adoption intention. More findings are discussed in this thesis.