Using Rogers` diffusion of innovation model to examine the willingness to pay for public television in Taiwan

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.