Assumptions and Limitations
The present study has been conducted over the basis of the TAM research methodology which was developed by Davis in 1989. The TAM is perhaps one of the mostly utilized methodologies for examining and exploring the acceptance, perceived ease of use, perceived usefulness and actual usage of different technologies. This methodology has been modified and extended according to the purpose of each study in which it was utilized. This study was conducted under the following assumptions: (1) all of the respondents answered the questionnaire in a completely honest manner, providing accurate information; (2) the participants of the survey utilized in the development of this research have access to television broadcasting on regular basis and therefore will be affected by the switch from analog to digital TV broadcasting; (3) the results obtained from this study will serve as a useful and informative insight in regards to the acceptance of digital converter boxes in the Bolivian market for those companies involved in the manufacturing and distribution of this technology.
The limitations of this study include (1) the fact that the researcher was located in Taiwan while the population subjects of this research are the Bolivian citizens. Although this was overcome through the use of technology, specifically the use of an internet based survey; the distance between both parties limited the research to some measure.
(2) A second limitation to this study is precisely the fact that it was restricted to the use of an internet based survey, which meant that the population that participated in the survey was limited to those who had access to a computer with internet connectivity. (3) Because the survey was conducted over the internet and the population therefore was limited to those with access to an internet connection, unfortunately this thesis was also restricted to a young range group which belong to a middle class economy since this the major group with access to the internet in Bolivia. Future studies should consider the previous situations and perhaps expand the range of the population surveyed by performing a physical survey that those not require access to an internet connection and
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therefore include a more representative population.
Conclusions
This study addressed the lack of empirical information regarding the acceptance of the transition from analogue television broadcasting to digital television broadcasting and the need for DTV converter boxes in the Bolivian market. The acceptance of this technology in the public‟s perception was measured through the use of a modified TAM model, which was effective based on the correlation coefficient analysis. The purpose of this study was to determine under which conditions this technology could be successfully introduced and adopted by the Bolivian society. It also set out to determine what significant elements should be taken into consideration by the Bolivian government and those manufacturing companies dedicated to the fabrication of DTV converter boxes when initiating an entry into the Bolivian market.
Several research questions were generated in order to obtain the necessary information to determine the factors previously discussed. Some of the most significant conclusions were for instance the fact that 31.67% (38), had not been previously informed of the change in technology programmed to occur in the coming year. This is significant information since it reflects the unawareness of the population in regards to DTV or its complementary products, which could generate unnecessary delays in the acceptance of this technology. Of equal significance is the fact that 30.83% of the population surveyed would rather purchase a new television set capable of receiving digital TV signals as opposed to purchasing a digital TV converter box, this may be due to the lack of information available in Bolivia in regards to DTV converter boxes.
Three of the four hypothesis determined in this study proved to be statistically supported when the correspondent analysis was performed. The first hypothesis, “The influence of perceived usefulness on behavioral intention will be moderated by age so that the effect is stronger for the younger generation”, could not be statistically supported, therefore age does not have any effect on behavioral intention; this analysis also concluded that no interaction between PU and age exists. We can say then that age should not be a factor to consider when implementing marketing strategies for the commercialization of DTV converter boxes in Bolivia. The second hypothesis, “The influence of perceived
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usefulness on behavioral intention will be moderated by gender so that the effect is stronger for females”, was statistically supported. The analysis concluded that gender does have a direct negative effect on BI; this effect is stronger for females, supporting H2. In other words perceived usefulness is of more importance to women than men when deciding to purchase a product of this nature.
The third hypothesis, “The influence of perceived ease of use on behavioral intention will be moderated by awareness so that the effect is stronger for those users who are more familiar with this technology”, was also statistically supported. It was concluded that awareness does play a role of moderation. Therefore the higher the awareness in the individual the higher the positive effect on the relationship between PEOU and BI, which statistically supports H3. Those members of the society with a higher sense of awareness related to DTV converter box technology who have a high PEOU would tend to adopt this technology at a higher rate than those who remain unaware, proving once more the importance of “awareness” for the acceptance of DTV converter boxes. Finally the fourth hypothesis, “There is a strong positive correlation between perceived ease of use and perceived usefulness on behavioral intention”, was also statistically supported, Perceived usefulness (PU) was not a significant factor in determining the intention to adopt DTV converter boxes, on the other hand PEOU was found to positively influence BI. This suggests that the ease of use of the technology is imperative in predicting the potential behavioral intent.
The great potential for business of digital signal converters is clearly high due to the mandatory nature of the transition from analogue to digital which will force all of those members of the public who do not possess a television capable of receiving digital signals to either purchase a new television or acquire a digital converter box. However those looking to get involved must take into consideration the results obtained by this study, which seem to point out a significant amount of unawareness amongst the Bolivian population in terms of DTV or DTV converter boxes. This is important since there is seems to be accordance as to the benefits of DTV; however many of the surveyed seemed uninformed as to the benefits of a DTV converter box. It is also
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necessary to point out that the majority of the population that participated in the survey found the transition from analog to digital to be necessary however their sentiment towards the need for DTV converter boxes was not the same. Most of the surveyed were impartial towards the need for this equipment and even suggested they would prefer to acquire a new TV over purchasing one of these DTV converter boxes.
Based on the economical information of this country, which is unfortunately ranked as number 99 in the world, it may seem irrational that the majority of the surveyed would opt for the more expensive solution rather than picking the one with more economic benefit. As to pricing for this equipment the majority of the population surveyed agreed that the price for a DTV converter box should be between 21 USD and 36 USD. They were also consulted if they believed the government should cover part of this cost, the majority (65.83%) was against any subsidy from the government, only 34.17% were in favor of government aid for the purchase of the DTV converter boxes. This data should be taken into consideration when determining the companies pricing strategy.
It is this researcher‟s modest opinion that the population should be widely educated in the different aspects of DTV as well as the implications of the transition from analog to digital TV broadcasting, through a conjunct campaign of both government and the private companies interested in selling their converter boxes in Bolivia. It must be made clear what this change will mean to the average citizen and how they can prepare themselves for it. DTV converter box companies looking to enter this market will clearly need to deploy a significant amount of resources in marketing and education programs to allow the population to familiarize itself with this technology in order to successfully enter this market.
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Appendix A
Market Study of Digital Converters in Bolivia Survey
The following survey serves the purpose of collecting the participant‟s views and opinions related to the current situation of television broadcasting in Bolivia and specifically the switchover from analogue broadcasting to digital broadcasting that is set to commence in this country as of this year. We appreciate you taking a couple minutes of your time to fill out this survey and we assure you that this information will contribute in bettering our countries situation over this matter.
Luis Daniel Cusicanqui, National Chiao Tung University GMBA Thesis Supervisor: Professor Yingchan Edwin Tang
A. Consumption behavior of analog TV
**Please mark the answer you consider best.
1. How many television sets does your household posses?
0 1 2
3 or more
2. Are you subscribed to a cable television service?
Yes No
3. Are you subscribed to a satellite television service?
Yes No
4. You watch television on average for:
8 hours or above per day 6-7 hours per day
4-5 hours per day 2-3 hours per day
Less than one hour per day
5. Are you pleased with the current image and sound quality of the television channels?
70 Completely
Mostly Somewhat Not at all
B. Consumption behavior of digital TV
**Please rate the degree of your agreement for the statements below Strongly
Agree Agree Don’t Know Disagree Strongly
Disagree
6. I am fully aware of the transition from analogue broadcasting to digital broadcasting.
5 4 3 2 1
7. The conversion from analogue broadcasting to digital broadcasting is a necessary transition.
5 4 3 2 1
8. I intend to use digital TV when available.
5 4 3 2 1
9. Digital TV would improve my television viewing experience.
5 4 3 2 1
10. I understand that I will need a TV capable of receiving digital signals or a converter box for my old TV in order to continue to receive television broadcasts once the transition from analogue to digital has been completed.
5 4 3 2 1
11. I would rather buy a converter box for my old TV than purchasing a new TV.
5 4 3 2 1
12. Purchasing a digital converter would facilitate my access to digital TV.
5 4 3 2 1
13. The acquisition of a converter box would be an affordable entrance to digital TV.
5 4 3 2 1
14. Buying a converter box would reduce the hassle related to switching from analogue to digital TV.
5 4 3 2 1
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15. Installing the digital converter box will not take much effort.
5 4 3 2 1
16. Using the digital converter box will be simple.
5 4 3 2 1
17. Learning how to use a digital converter box will not take much time.
5 4 3 2 1
18. Do you believe the government should bear some of the cost of the new equipment?
Yes No
C. Demographics
**Please select the answer that best suits you.
19. Are you Male or Female?
Male Female 20. What is your age?
18-25 26-30 31-40 41-50 51-60 61 or over
21. What is the highest degree or level of school you have completed?
No schooling completed
Elementary school to 8th grade 9th, 10th or 11th grade
12th grade, no diploma
High school graduate - high school diploma or the equivalent Some college credit, but less than 1 year
Bachelor's degree Master's degree
Doctorate degree (for example: PhD, EdD)
22. What is your total household income, including all earners in your household?
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$10,000 to $19,999 $70,000 to $79,999
$20,000 to $29,999 $80,000 to $89,999
$30,000 to $39,999 $90,000 to $99,999
$40,000 to $49,999 $100,000 to $149,999
$50,000 to $59,999 $150,000 or more
$60,000 to $69,999
23. What is your current marital status?
Single, Never Married Married
Separated Divorced Widowed
24. Is your television set capable of receiving digital broadcasting?
Yes No
25. Are you aware that the government has agreed to begin replacing analog television broadcasting with digital television broadcasting by the year 2012?
Yes No
26. What would you consider to a reasonable cost for a digital converter? (U.S. Dollars) Above 75 50-75
30-49 25-29 Below 25