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From Stereoscopy to 3D HD Image:A Review of 3D HDTV Diffusion from the Perspective of Technology Adoption
Unformatted Document Text:  6 confirmation of this decision.”(p. 168). The process of innovation decision making consists of five sequential stages (Rogers, 2003, p.169): 1. Knowledge occurs when an individual is exposed to an innovation’s existence and gains an understanding of how it functions. 2. Persuasion occurs when an individual forms a favorable or an unfavorable attitude toward the innovation. 3. Decision takes place when an individual engages in activities that lead to a choice to adopt or reject the innovation. 4. Implementation occurs when an individual puts a new idea into use.5. Confirmation takes place when an individual seeks reinforcement of an innovation- decision already made, but he or she may reverse this previous decision if exposed toconflicting messages about the innovation. The following sections will review the potential individual factors and social factors which may influence individuals’ decision about the adoption of 3D HDTV in the innovation- decision process and thus may consequently influence the diffusion of 3D HDTV in society. In addition, the technological and social challenges faced by the diffusion of 3D HDTV will be discussed in the following sections. Potential Demographic Factors Media Technology Use Rogers’ (2003) notion of “technology clusters” (p. 14) suggests that the adoption of a new media technology is related to the adoption of other functionally similar innovations. The concept of media technology use have been studied in previous research related to the effects of multiple media devices ownership on the adoption of digital television (DTV) (Chan-Olmsted and Chang, 2006), the impact of using media technologies on adoption of telecommunications innovations (Reagan, 1987), and the influence of media technology use on IPTV adoption (Shin, 2007). In the case of 3D HDTV, media technology use may also influence the adoption decision. Considering that 3D HDTV is often promoted with other 3D-compatible equipment such as 3D

Authors: Song, Xu.
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confirmation of this decision.”(p. 168). The process of innovation decision making consists of
five sequential stages (Rogers, 2003, p.169):
1. Knowledge occurs when an individual is exposed to an innovation’s existence and
gains an understanding of how it functions.
2. Persuasion occurs when an individual forms a favorable or an unfavorable attitude
toward the innovation.
3. Decision takes place when an individual engages in activities that lead to a choice to
adopt or reject the innovation.
4. Implementation occurs when an individual puts a new idea into use.
5. Confirmation takes place when an individual seeks reinforcement of an innovation-
decision already made, but he or she may reverse this previous decision if exposed to
conflicting messages about the innovation.
The following sections will review the potential individual factors and social factors
which may influence individuals’ decision about the adoption of 3D HDTV in the innovation-
decision process and thus may consequently influence the diffusion of 3D HDTV in society. In
addition, the technological and social challenges faced by the diffusion of 3D HDTV will be
discussed in the following sections.
Potential Demographic Factors
Media Technology Use
Rogers’ (2003) notion of “technology clusters” (p. 14) suggests that the adoption of a
new media technology is related to the adoption of other functionally similar innovations. The
concept of media technology use have been studied in previous research related to the effects of
multiple media devices ownership on the adoption of digital television (DTV) (Chan-Olmsted
and Chang, 2006), the impact of using media technologies on adoption of telecommunications
innovations (Reagan, 1987), and the influence of media technology use on IPTV adoption (Shin,
2007). In the case of 3D HDTV, media technology use may also influence the adoption decision.
Considering that 3D HDTV is often promoted with other 3D-compatible equipment such as 3D


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