Cable cord-cutting and streaming adoption: Advertising avoidance and technology acceptance in television innovation

Cable cord-cutting occurs when users cancel their cable subscriptions to adopt web-streaming as their primary means of watching television. One factor that has been identified as a motivator of cable cord-cutting is the desire to avoid advertising. This study sought to better understand the influence of advertising avoidance alongside perceived technological advantages on television users’ cord-cutting intentions. Using a national survey (N =...