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Country differences in technology experience: The effect of teletext on iTV adoption in the United Kingdom

Schweda, A., Bellman, S. and Varan, D. (2005) Country differences in technology experience: The effect of teletext on iTV adoption in the United Kingdom. In: ANZMAC 2005: Broadening the Boundaries, 5 - 7 December 2005, Fremantle, Western Australia

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This study found that participant’s previous teletext experience and previous iTV experience influenced their openness towards using interactive television in planning independent longhaul holidays. The study surveyed participants for their previous interactive media experience (internet, iTV and teletext) before viewing a linear or interactive television destination promotion. Two ad models (impulse and telescopic) were tested from two program formats (travel program segment and ad break in a lifestyle program). These were aired on a video-on-demand network in London (UK) with 164 people out of a total of 375 participating all the way to the final steps of the study. Participants were most experienced with the Internet (mean 6.29 on 1-7scale) and 50% had had experience with an interactive television provider other than the VOD network. 70% had experience with teletext. Overall, participants felt positively towards interactive television as an information source for holiday planning. Those with teletext experience or iTV experience were more open to iTV than those without such experience. Furthermore, actual interaction with the treatment seemed to moderate the previous experience – iTV attractiveness link. This demonstrated that although previous technology experiences can transfer to new media, the actual experience of using the new media is also a powerful factor.

Item Type: Conference Paper
Murdoch Affiliation(s): Interactive Television Research Institute
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