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Exploring the Characteristics of DVD Home Theater System Adopters

2003; Taylor & Francis; Volume: 6; Issue: 3 Linguagem: Inglês

10.1207/s15327825mcs0603_3

1532-7825

Hun Shik Kim, Seow Ting Lee,

Media, Gender, and Advertising

Abstract This study examines the growing DVD home theater phenomenon by mapping the characteristics of DVD home theater adopters and their attitudes toward the new technology, which entered the mass market in 1997 as a competitor to the VCR. It attempts to locate and differentiate DVD adopters based on patterns of media use, utilities from gratification, socialization, and displacement. Based on Q methodology with a sample of 38 American respondents, 3 distinct groups are evident: audiophiles, technophiles, and recreation seekers. Audiophiles use DVD to pursue audio quality, whereas technophiles are the early adopters who are drawn to the new technology and its potential. Recreation seekers use the DVD to satisfy a need for entertainment, enjoyment, and escape. These groups are guided by different goals and gratifications and hence exhibit different patterns of use, diffusion, and displacement, although they all agree that their DVD adoption was motivated by the DVD's technological quantum leap over the VCR.