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New Media & Society
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E-commerce use among digital TV subscribers: audiovisual abundance and virtual purchase — predictors of e-commerce use among digital television subscribers in Spain

Carmelo Garitaonandía

University of the Basque Country, Spain, carmelo.garitaonandia{at}ehu.es

Maialen Garmendia

University of the Basque Country, Spain, maialen.garmendia{at}ehu.es

Assuming that internet purchasing is related to the amount and quality of technological equipment in a household, the aim of this study was to find some predictors which would help to explain the use of e-commerce in Spain. However, instead of discovering people's reasons for using internet shopping services, it discovered their reasons for not doing so. The use of e-commerce was low in digital households, as only 7.7 percent of those polled had used an internet shopping service on occasion, and only 6.8 percent had done so during the month prior to the poll. Users of e-commerce have a large amount of computer equipment at home and other equipment for leisure activities which is compatible with the former. The results of this study are based on a survey involving personal interviews with members of 560 households in five Spanish cities who subscribe to a TV digital package, by cable or satellite.

Key Words: attitudes towards technology • audiovisual equipment • digital subscribers • e-commerce • purchase habits

New Media & Society, Vol. 11, No. 3, 417-432 (2009)
DOI: 10.1177/1461444808101619
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