DiTV and e-commerce among disadvantaged community groups

Authors:
K. Keeling;L. A. Macaulay;P. McGoldrick
Affiliations:
Manchester Business School, University of Manchester, UK;School of Informatics, University of Manchester, UK;Manchester Business School, University of Manchester, UK
Venue:
Behaviour & Information Technology
Year:
2007

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Abstract

There is growing concern about the role of technological exclusion on deepening economic, political and social inequalities. Many people do not have PC-based Internet access either through geography, lack of money or other disadvantages. At the same time there is continued growth in the use of digital interactive television (DiTV) in the home, suggesting the potential for an alternative channel of Internet access. However, the case for DiTV is not proven, with some evidence of lack of awareness and interest among potential users. The purpose of this paper is to explore the role of DiTV as an alternative platform for conducting e-commerce among people who might otherwise be at risk of e-exclusion. The paper is positioned against literature on adoption of DiTV and briefly presents the results of a qualitative study examining consumer beliefs and feelings about shopping via DiTV. Eight key issues arising from the study are used as the focus for a questionnaire distributed among residents in an area of economic deprivation. The main outcomes are a deeper understanding of the pros and cons of DiTV for e-commerce and recommendations for developers wishing to promote e-inclusion.