Exploring the Factors Influencing the Adoption of Interactive Cable Television Services in Taiwan

The main purpose of this study is to examine the factors that influence the adoption of interactive cable television services in Taiwan. The literature review identifies 5 factors-innovation attributes, technology ownership, innovativeness, demographics, and mass media use-as having significant effects on the adoption of interactive cable television services. A telephone survey with 1,012 valid interviews was used to collect data for this study. The data analysis shows that age, personal income, relative advantage, relative disadvantage, ownership of interpersonal technologies, innovativeness, and newspaper reading were significantly related to the adoption of interactive cable television services.