Rate of adoption determinants of innovations: A case study of digital terrestrial television

The rate of adoption of digital terrestrial television in Denmark was 100 per cent. In this article, an interdisciplinary approach is utilized to investigate this successful rate of adoption. Diffusion of innovation theory as well as services marketing theory and recent research on adoption of technology are integrated into the theoretical approach. The data gathering is twofold: a survey on the perceived attributes of the innovation was carried out and document data were gathered from government sources. This study shows that a 100 per cent rate of adoption can be achieved with (1) negative perception of the attributes of the innovation; (2) an authority innovation-decision; (3) use of mass communication and interpersonal communication channels; (4) communication in social networks that are not interconnected; and (5) active change agents on a comprehensive and large scale. The influence of the variables is discussed.