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A Study on the Adoption Factors of Potential Users of the Digital Radio Broadcasting  

Kwon, Jung-A. (한국전자통신연구원 기술전략연구본부)
Park, Gwang-Man (한국전자통신연구원 기술전략연구본부)
Publication Information
The Journal of Korean Institute of Communications and Information Sciences / v.35, no.4B, 2010 , pp. 620-629 More about this Journal
Abstract
The analogue radio broadcasting was proven to be a successful and efficient media of delivering information because of free content and wide availability of cheap receivers. But the competition was more dropped than any other media due to the limited amount of radio spectrum that is available. The risk of doing nothing is to miss the opportunity and to loss existing audiences in the long term, or to be locked into inefficient proprietary systems. That is the reason why it is important to act now. It is time for regulators and market participants to hone their strategies, by clearly establishing factors to adopt the digital radio and to facilitate its diffusion. The purpose of this study is to find adoption factors that affected to potential users of digital radio broadcasting. Former research based on diffusion of innovation theory showed that adoption of innovation is affected by demographic variables, media usage and consumer's attitude of innovation. In this study based on a consumer survey, we examined those factors and characteristics of each steps that suggested in diffusion of innovation theory. The findings of this study have implications to explore the suitable technologies and services of digital radio broadcasting.
Keywords
Digital Radio Broadcasting; Innovation Diffusion Process; Ordered Probit Model;
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Times Cited By KSCI : 4  (Citation Analysis)
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