Convergence The International Journal of Research into New Media Technologies · 2006 · 24 citations · 16 references
Social SciencesMarketingMarketing ManagementConsumer BehaviorMedia StudiesStrategic MarketingConsumer InvolvementConsumer NeedsConsumer TheoryTelevision AudiencesTelevision StudiesUses And GratificationsBroadcastingTelevision Consumption
Broadcasters and telecoms are exploring PCTV, yet the market remains largely untapped and awaiting leadership to drive diffusion. The study investigates consumer interest in PCTV. An intercept field study with 309 US adults, including a product demonstration, used expectancy‑value theory to assess interest. Although most respondents had heard of PCTV, low expectations led to low perceived value and interest.
This study examines the potential of PCTV (watching television on your PC) among consumers. An intercept field study that included product demonstration with a convenience sample of US adults was conducted ( N = 309). Expectancy-value theory was used to measure respondents’ interest in PCTV. While a majority had heard of the product, expectations of what PCTV could provide remained low and as a result, value and subsequent interest was low. As terrestrial broadcasting, cable, telephone, internet companies and other programming providers explore the potential market for PCTV and promote that market, the possibility exists that value related to PCTV could be developed. In other words, PCTV remains an open field waiting for leadership to manifest its diffusion.
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