Exploring the Online Radio Adoption Decision-Making Process: Cognition, Attitude, and Technology Fluidity.
Even though online radio services have been available since the mid-1990s, academic research on online radio diffusion remains scarce. The present study explores how online radio's value-added affordances may help shape the cognitive and affective responses to influence the adoption process among te...
| Publicado en: | Journalism & Mass Communication Quarterly Vol. 86; no. 4; pp. 884 - 900 |
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| Formato: | Artículo |
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Association for Education in Journalism & Mass Communication
Winter2009
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| Acceso en línea: | Ver este registro en EBSCOhost |
| Sumario: | Even though online radio services have been available since the mid-1990s, academic research on online radio diffusion remains scarce. The present study explores how online radio's value-added affordances may help shape the cognitive and affective responses to influence the adoption process among terrestrial radio listeners. Results show that online radio's fluid technology attributes, positive adoption beliefs and attitudes, and functionally similar technology clusters are significant predictors of online radio adoption. A lack of familiarity with online radio and low affinity with radio listening might have contributed to the lack of interest in online radio adoption. |
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