Online-service adoption likelihood

This study investigates the relations between perceived television use and online access motives among those who do not presently subscribe to a comme rcial online service and how such relations influence the likelihood of onl ine-service adoption. Uses and gratifications theory is utilized as the the oretical basis for examining user motives. A random telephone sample was generated through random digits and 384 valid responses were obtained. The sample was selected from a large metropolitan area of 2 million plus population which possesses racial and ethnic divers ity. Study results suggest that user motives between TV exposure and potential o nline-service access are weakly correlated, as TV-use motives are largely i nsignificant predictors for potential online-service adoption. Implications for advertisers are explored in light of the convergence between televisio n and online services, which continues along technological as well as conte nt dimensions.