PCTV: Consumers, Expectancy-Value and Likely Adoption

Abstract

This study examines the potential of PCTV (watching television on your PC) among consumers. An intercept field study that included product demonstration with a convenience sample of US adults was conducted ( N = 309). Expectancy-value theory was used to measure respondents’ interest in PCTV. While a majority had heard of the product, expectations of what PCTV could provide remained low and as a result, value and subsequent interest was low. As terrestrial broadcasting, cable, telephone, internet companies and other programming providers explore the potential market for PCTV and promote that market, the possibility exists that value related to PCTV could be developed. In other words, PCTV remains an open field waiting for leadership to manifest its diffusion.