Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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An Empirical Study on Consumer's Continued Use of IPTV Service

IPTV 서비스의 지속적 사용에 대한 실증 분석 연구

  • 김정 (고려대학교 경영대학원) ;
  • 이동원 (고려대학교 경영학과)
  • Published : 2009.03.31
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Abstract

Recently, IPTV attracts great attention along with the digital convergence of communication and media technologies. This study examined critical factors on the consumer's continued use of the IPTV service. Based on the expectation-confirmation theory and the innovation diffusion theory, we derived nine key factors in the research model-relative advantage, compatibility, ease of use, image, diversity of contents, interactivity, monetary value, social influence, and user satisfaction. Using the partial least square method, we found that content diversity and compatibility have a significant indirect effect on the continued use of the IPTV service via user satisfaction, and user satisfaction and social influence also have a significant direct impact on the IPTV use. These findings not only provide practical insights on the consumer acceptance of new technology-converging services, but also help managers to plan their marketing strategies better.

Keywords

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