This study is an attempt to examine how expected level of ITV (Interactive TV) interactivity is developed in association with existing media-related factors, and its implications for the intention of ITV adoption. Students at a Korean university (n=100) participated in a survey which was designed to measure similarity between ITV vs. existing media, media use time, expected interactivity, and intention to adopt ITV. A path analysis reveals that adoption intent of ITV is more likely among those who watch TV heavily, find ITV similar to the Internet, and expect ITV to provide more of interactivity. Expected level of ITV interactivity, in particular, is not merely the sole direct predictor of the intention to adopt ITV, but also a mediating variable that facilitates indirect impacts of other variables on adoption intent. Subsequently, multiple regression analyses were conducted for further analyses. As a consequence, consumers appear to be intrigued in the values such as personalization and two-way communication that have not been available with conventional TV.
The findings of this study offer pragmatic suggestions for ITV service providers that consumers’ needs and interests should be at the centre of their development process. This study allows the company to understand who its targeting groups are, where they position ITV, and what values they pursue. Companies should consider how to engage consumers more effectively, which leads to expediting diffusion of the new type of service such as ITV.