This study attempts to provide policy recommendations to drive viewers’ adoption of the digital terrestrial television (DTT), cable-based pay TV, and satellite-based pay TV by understanding the factors underlying the decision of each adoption. Primary data were collected during September and October 2019 through face-to-face structured interviews, yielding 762 valid responses. By utilising the standard neoclassical utility maximization framework and binary logistic regressions, the results show that family income is a relevant predictor for the diffusion of DTT and cable-based pay TV, but not for the satellite-based. Instead, educational attainment plays an important role in explaining the adoption of satellite-based pay TV. Being an online video consumer is the only factor associated with the three services. Furthermore, this study reveals that awareness of DTT can stimulate its adoption. Meanwhile, the insignificant of television media use variables in the three models can be attributed to the absence of the relevant contents broadcasted on the television, indicating underutilisation of the television to communicate information about new innovation. These varied findings may indicate that each television service is in a diffusion phase that is different from one another. Finally, policy recommendations are proposed, highlighting the need for different approaches to drive each television service adoption.

这项研究试图通过了解每次采用决定的因素来提供政策建议，以推动观众采用数字地面电视（DTT），基于有线的付费电视和基于卫星的付费电视。通过面对面的结构化访谈在2019年9月和10月期间收集了主要数据，产生了762个有效回复。通过利用标准的新古典效用最大化框架和二元逻辑回归，结果表明，家庭收入是DTT和有线付费电视的普及的相关预测指标，而不是基于卫星的付费电视的相关预测指标。相反，受教育程度在解释采用卫星付费电视方面起着重要作用。成为在线视频消费者是与这三种服务相关的唯一因素。此外，这项研究表明，人们对DTT的认识可以刺激其采用。同时，这三个模型中电视媒体使用变量的微不足道可以归因于电视上没有广播相关内容，这表明电视未充分利用来传达有关新创新的信息。这些不同的发现可能表明每种电视服务都处于彼此不同的传播阶段。最后，提出了政策建议，强调需要采用不同方法来推动每种电视服务的采用。表示电视未充分利用以传达有关新创新的信息。这些不同的发现可能表明每种电视服务都处于彼此不同的传播阶段。最后，提出了政策建议，强调需要采用不同方法来推动每种电视服务的采用。表示电视未充分利用以传达有关新创新的信息。这些不同的发现可能表明每种电视服务都处于彼此不同的传播阶段。最后，提出了政策建议，强调需要采用不同方法来推动每种电视服务的采用。