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Impacts of cognitive media attributes and motivation on IPTV adoption: exploring the moderating effects of agricultural information

The agricultural and food industries are excited by and looking forward to employing Internet Protocol Television (IPTV) as they see it as a viable means of promoting their markets. Based on the Stimulus-Organism-Response (S-O-R) framework, this study investigates how the technological and ambient environments of media characteristics influence viewer cognitive and emotional states, and how experiences subsequently affect their responses. This study examines whether the effects of media attributes and motivations affect viewer cognitive necessity and usefulness with respect to adopting specific media. The results of our survey of 254 observations collected indicate that interactivity has a significant positive impact on flow, relaxation, and enjoyment. Ease of use is significantly associated with flow, relaxation, and enjoyment. Senses of both professionalism and familiarity are found to significantly influence viewer cognitive and emotional states. This study finds that the gathering of agricultural information moderates the relationship between the three factors of cognitive and emotional states and behavioral intention to adopt IPTV such that the relationships are stronger for those factors that are related to a stronger sense of information gathering. The results should enable agricultural and food related business owners to obtain insight into using interactivity effectively to propel their businesses forward.