Abstract
As competition for audience revenues intensifies in the newly competitive media environment, programmers are hoping to harness the potential of the Internet. The present study explores potential online media service access in light of motivational factors, existing media use level, home communication technology infrastructure and demographic attributes. Findings indicate that perceived gratification expectation dimensions were strong predictors of likely online media service use. Although traditional media use was largely perceived as irrelevant to online media content access, online service was seen as a functional supplement to traditional media instead of a complement or displacement mechanism. An existing communication technology cluster in the home was not found to be predictive of likely online service adoption, as it might not have been deemed “functionally interdependent” of the online service. The younger babyboomers and post-babyboomers fit the profile of a likely online media service adopter, as characterized by their age and educational level.
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