Browse > Article

An Empirical Study on Consumer's Continued Use of IPTV Service  

Jin, Jing (고려대학교 경영대학원)
Lee, Dong-Won (고려대학교 경영학과)
Publication Information
Journal of Information Technology Services / v.8, no.1, 2009 , pp. 11-27 More about this Journal
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
Continuance Behavior; Digital Convergence; Innovation and Diffusion; IPTV Service; Post-Adoption;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Kim, K. K. and B. Prabhakar, "Initial Trust and the Adoption of B2C e-Commerce：The Case of Internet Banking", Database for Advances in Information Systems, Vol.35, No.2(2004), p.50   DOI
2 Agarwal, R. and J. Prasad, "A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology", Information Systems Research, Vol.9, No.2(1998), pp.204-215   DOI   ScienceOn
3 Benbunan-Fich, R., "Using Protocol Analysis to Evaluate the Usability of a Commercial Web Site", Information and Management, Vol.39, No.2(2001), pp.151-163   DOI   ScienceOn
4 Davis, F. D., R. P. Bagozzi, and P. R. Warshaw, "User Acceptance of Computer Technology： A Comparison of Two Theoretical Models", Management Science, Vol.35, No.8 (1989), pp.982-1002   DOI   ScienceOn
5 Dewan, R. "Adoption of Internet-Based Product Customization and Pricing Strategies", Journal of Management Information Systems, Vol.17, No.2(2000), pp.9-28
6 Guiltinan, J., "The Price Bundling of Services： A Normative Framework", Journal of Marketing, Vol.51, No.2(1987), pp.74-85   DOI   ScienceOn
7 Karahanna, E., D. W. Straub, and N. L. Chevany, "Information Technology Adoption Across Time：A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs", MIS Quarterly, Vol.23, No.2(1999), pp.183-213   DOI   ScienceOn
8 McDougall, G. H. and G. T. Levesque, "Customer Satisfaction with Services:Putting Perceived Value into the Equation", Journal of Services Marketing, Vol.14, No.5 (2000), pp.392-410   DOI   ScienceOn
9 Moore, G. C. and I. Benbasat, "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation", Information Systems Research, Vol.2, No.3(1991), pp.192-222   DOI
10 Oliver, R. L., "A Cognitive Model for the Antecedents and Consequences of Satisfaction", Journal of Marketing Research, Vol.17, No.4(1980), pp.460-469   DOI   ScienceOn
11 Roca, J. C., C. M. Chiu, and F. J. Martineza, "Understanding E-Learning Continuance Intention : An Extension of the Technology Acceptance Model", International Journal of Human-Computer Studies, Vol.64, No.8(2006), pp.683-696   DOI   ScienceOn
12 Rust, R. T. and D. C. Williams, "How Length of Patronage Affects the Impact of Customer Satisfaction on Repurchase Intention", Journal of Customer Satisfaction, Dissatisfaction, and Complaining Behavior, Vol.7(1994), pp.107-113
13 Thompson, R. L., C. A. Higgins, and J. M. Howell, "Personal Computing：Toward a Conceptual Model of Utilization", MIS Quarterly, Vol.15, No.1(1991), pp.124-143
14 Wold, H., "Systems under Indirect Observation Using PLS", in Fornell, C. (ed.), A Second Generation of Multivariate Analysis, Praeger, New York, NY, 1982, pp.325-347
15 Shin, Y. H., Y. J. Park, and M. K. Choi, "Study on the IPTV Demand Forecasting Using Markov Chain and Logistic Model", in Proceedings of 2005 KMIS International Conference, 2005, pp.638-640
16 Kang, J. W. and S. W. Lee, "A Convergence-Adoption Model for IPTV Use：Functional Similarity and Media Substitution", The Korean Journal of Journalism and communication studies, Vol.50, No.2(2006), pp.5-33
17 Lee, B. C., S. Kee, J. B. Kim, and Y. B. Kim Y. B., "Forecasting Model for IPTV Service in Korea Using Bootstrap Ridge Regression Analysis", AsiaSim, CCIS 5, 2007, pp.95-102   DOI
18 MacDonald, J. B. and K. Smith, "The Effects of Technology-Mediated Communication on Industrial Buyer Behavior" Industrial Marketing Management, Vol.33, No.2(2004), pp.107-116   DOI   ScienceOn
19 Hsu, M. H., C. M. Chiu, and T. L. Ju, "Determinants of Continued Use of the WWW：An Integration of Two Theoretical Models", Industrial Management and Data Systems, Vol.104, No.9(2004), pp.766-775   DOI   ScienceOn
20 Hsu, M. H., C. H. Yen, C. M. Chiu, and C. M. Chang, "A Longitudinal Investigation of Continued Online Shopping Behavior：An Extension of the Theory of Planned Behavior", International Journal of Human-Computer Studies, Vol.64, No.9(2006), pp.889-904   DOI   ScienceOn
21 Mathieson, K., "Predicting User Intentions： Comparing the Technology Acceptance Model with the Theory of Planned Behavior", Information Systems Research, Vol.2, No.3(1991), pp.173-191   DOI
22 Thong, J. Y., S. Hong, S., and K. Y. Tam, "The Effects of Post-Adoption Beliefs on the Expectation-Confirmation Model for Information Technology Continuance", International Journal of Human-Computer Studies, Vol.64, No.9(2006), pp.799-810   DOI   ScienceOn
23 Chen, Z., "Consumers' Value Perception of an E-store and Its Impact on E-store Loyalty Intention", Unpublished Ph. D. Dissertation, Purdue University, West Lafayette, IN, 2003
24 Joo, C. M., "A Study of Characteristics Integrating Broadcasting and Telecommunication of IPTV and Introduction Plans Thereof", The Korean Journal of Cyber Communication Society, Vol.15(2005), pp.161-197
25 Steuer, J., "Defining Virtual Reality：Dimensions Determining Telepresence", Journal of Communication, Vol.42, No.4(1992), pp.73-93   DOI   ScienceOn
26 Fishbein, M. and I. Ajzen, Belief, Attitude, Intention, and Behavior：A Introduction to Theory and Research. Reading, MA：Addison-Wesley, 1975
27 Lee, I., B. Choi, J. Kim, and S. Hong, "Culture-Technology Fit：Effects of Cultural Characteristics on the Post-Adoption Beliefs of Mobile Internet Users", International Journal of Electronic Commerce, Vol.11, No.4(2007), pp.11-51   DOI   ScienceOn
28 Bhattacherjee, A., "Understanding information systems continuance：An expectation-confirmation model", MIS Quarterly, Vol.25, No.3 (2001), pp.351-370   DOI   ScienceOn
29 Brown, J. and P. Reingen, "Social Ties and Word-of-Mouth Referral Behavior", Journal of Consumer Research, Vol.14, No.3(1987), pp.350-362   DOI   ScienceOn
30 Lin, C. S., S. Wu, and R. J. Tsai, "Integrating Perceived Playfulness into Expectation-Confirmation Model for Web Portal Context", Information and Management, Vol.42, No.2(2005), pp.683-693   DOI   ScienceOn
31 Zeithaml, V., "Consumer Perceptions of Price, Quality, and Value：A Means-End Model and Synthesis of Evidence", Journal of Marketing, Vol.52, No.3(1988), pp.2-22   DOI   ScienceOn
32 Agrawal, D., M. S. Beigi, C. Bisdikian, and K. W. Lee, "Planning and Managing the IPTV Service Deployment", Integrated Network Management, IM '07. 10th IFIP/IEEE International Symposium, Vol.21, No.25(2007), pp.353-362
33 Shin, D. H., "Potential User Factors Driving Adoption of IPTV：What are Customers Expecting from IPTV", Technological Forecasting and Social Change, Vol.74(2007), pp.1446-1464   DOI   ScienceOn
34 Liu, Y. and Shrum, L. "What is Interactivity and is It Always Such a Good Thing? Implications of Definition on, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness", Journal of Advertising, Vol.31, No.4(2002), pp.53-65   DOI
35 Gartner Group, "Forecast：IPTV Subscribers and Service Revenue, Worldwide, 2006~2012", 2008
36 Rogers, E. M., Diffusion of Innovations (3rd Ed.), The Free Press, New York, NY, 1983
37 Bhattacherjee, A. and G. Premkumar, "Understanding Changes in Belief and Attitude Toward Information Technology Usage：A Theoretical Model and Longitudinal Test", MIS Quarterly, Vol.28, No.2(2004), pp.229-254   DOI
38 Davis, F. D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, Vol.13, No.3(1989), pp.319-340   DOI   ScienceOn
39 Hair, J. F., R. E. Anderson, R. L. Tatham, and W. C. Black, Multivariate Data Analysis with Readings (5th Ed.), Prentice Hall, Englewood Cliffs, NJ, 1998
40 Sourbati, M., "Digital Television, Online Connectivity, and Electronic Service Delivery： Implications for Communications Policy (and Research)", Media Culture and Society, Vol. 26, No.4(2004), pp.585-590   DOI
41 Moore, G. C. and I. Benbasat, "Integrating Diffusion of Innovations and Theory of Reasoned Action Models to Predict Utilization of Information Technology by End-Users", in Diffusion and Adoption of Information Technology, K. Kautz and J. Pries-Heje (eds.), Chapman and Hall, London, U. K., 1996, pp.132-146
42 Scharl, A. and C. Bauer, "Explorative Analysis and Evaluation of Commercial Web Information System", in Proceedings of the Twentieth International Conference on Information Systems, Charlotte, NC, 1999, pp.533-539
43 Deighton, J., 'The Future of Interactive Marketing', Harvard Business Review, Vol.74, No.6(1996), pp.151-161
44 Lim, H., R. Widdows, and J. Park, J., "M-Loyalty：Winning Strategies for Mobile Carriers", Journal of Consumer Marketing, Vol.23, No.4(2006), pp.208-218   DOI   ScienceOn
45 Taylor, S. and P. Todd, "Understanding Information Technology Usage：A Test of Competing Models", Information Systems Research, Vol.6, No.2(1995), pp.144-176   DOI   ScienceOn
46 Harris, A., "White Paper of Enabling IPTV： What Carriers Need to Know to Succeed", IDC Analyze the Future Series Report, 2005
47 Hong, S. and K. Y. Tam, "Understanding the Adoption of Multipurpose Information Appliances： The Case of Mobile Data Services", Information Systems Research, Vol.17, No.2 (2006), pp.162-179   DOI   ScienceOn
48 Hong, J., "A Study on the Website Characteristics Affecting Customer Satisfaction, Customer Loyalty and the Repetitive Purchase Intention in the Internet Shopping Malls", Unpublished Master Thesis, Yonsei University, Seoul, Korea, 2006
49 Venkatesh, V. and M. G. Morris, "Why Don't Men Ever Stop to Ask For Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior", MIS Quarterly, Vol.24, No.1(2000), pp.115-139   DOI   ScienceOn
50 Palmer, J. W., "Web Site Usability, Design, and Performance Metrics", Information Systems Research, Vol.13, No.2(2002), pp.151-167   DOI   ScienceOn
51 Venkatesh, V., M. G. Morris, G. B. Davis, and F. D. Davis, "User Acceptance of Information Technology：Toward A Unified View", MIS Quarterly, Vol.27, No.3(2003), pp.425-478   DOI
52 Chin, W. W., B. L. Marcolin, and P. R. Newsted, "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects：Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study", Information Systems Research, Vol.14, No.2(2003), pp.189-217   DOI   ScienceOn
53 Jeong, H. A., "A Study on Factors of Influences of Internet Shopping Mall Customer's Intention of Churn", Unpublished Master Thesis, Ewha Womans University, Seoul, Korea, 2007