Abstract:
This research applies Frambach's integrated model of the adoption and diffusion of innovations to the adoption of digital technology in the New Zealand motion picture industry. Previous models concerning innovation adoption have typically focused on adopter side variables. The model employed here integrates supply-side variables with the adopter-side variables focused on in traditional research. This research extends Frambach's model to consider the time and extent of adoption. The model is tested through a mail-out survey. Tests of associations between dependent and independent variables are carried out through four measures of association in a bivariate fashion. The results show that supply-side and adopter-side variables are both important influencers of the extent of adoption of digital technology in the motion picture industry. However supply-side factors do not appear to be important determinants of the time of adoption of digital technology in this industry.
