Viewer perception and factors affecting the adoption of satellite television in Sri Lanka

Abstract

Satellite Television, also referred as direct-to-home or direct broadcast satellite technology was available worldwide for more than a decade. Since its inception, lots of technological advancements have contributed to its success. A large number of people worldwide have embraced the technology due to its ability to fulfill various informational and entertainment needs. For Sri Larkans, satellite television is a relatively new technology and still at early stage of adoption. Despite the various benefits it brings to the consumers, the rate of adoption is still low. The main objective of this study is to find out the predictors of satellite television adoption in local context. It also explores consumer perceptions of satellite television characteristics, benefits together with other related external variables. These external variables bring in the concept of technology cluster and mass media exposure to the study. Additionally, variables from the consumer's demographic profile were also selected. A conceptual framework was devised which consisted of eleven main independent constructs and one dependent construct the "adoption". Research findings generally confirmed the Diffusion of Innovations theory. According to the findings, among the demographics no variable found to be significant. Innovaliveness and perceived resources were significant predictors of satellite television adoption. In terms of perceived needs, the need for picture quality was the only significant predictor and surprisingly no other need became significant enough. Under the category of mass media exposure, only DVD watching was significant, no other use of mass media such as television watching, radio listening and internet surfing became significant for satellite television adoption.