Abstract
This study adopts Rogers's diffusion of innovation model to examine the factors affecting the willingness of the Taiwanese to pay a license fee to watch public television. A telephone survey was used, and 506 valid questionnaires were obtained, representing a response rate of 58.6%. The data analysis showed that most findings of this study were not congruent with the prediction of Rogers's model, indicating that the Taiwanese do not consider paying a license fee a feasible means to support public television. However, this study found that the frequency of public television viewing was the most powerful factor positively affecting people's intention to pay for public television.
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