Abstract: This study investigated factors affecting adoption intention of direct Digital Terrestrial Television (DTT) assuming that predictors affecting the adoption intention of DTT are differentiated based on free of charge and with willingness to pay. Researches showed that predictors affecting DTT adoption with willingness to pay were differentiated from those of DTT adoption free of charge. In particular, innovative character did not predict adoption intention of DTT free of charge whereas innovative character was shown to be a powerful predictor in adopting DTT with willingness to pay. Implications and limitations are also discussed.