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http://dx.doi.org/10.9716/KITS.2017.16.4.099

Influencing Factors of Continuous Use Intention of Mobile IPTV Service  

Kim, Hyoseok (광운대학교 경영정보학과)
Kim, Sanghoon (광운대학교 경영정보학과)
Publication Information
Journal of Information Technology Services / v.16, no.4, 2017 , pp. 99-120 More about this Journal
Abstract
As smartphones and tablets are drastically spreading, mobile IPTV service becomes very important emerging issue in addition to existing DMB broadcasting, and the consumption of personalized multimedia services is increasing in the mobile Internet environment. While the previous research focuses on influencing factors of the initial acceptance intention of the mobile IPTV Service, this study intends to find the factors that affect continuous use intention of the mobile IPTV service which has become one of core services in the mobile environment. The research model and the hypotheses of this study could be derived on the basis of four referent theories (that is, mobile service quality model (MOBISQUAL), post acceptance model (PAM), expectation confirmation theory (ECT) and extended technology acceptance model (ETAM)). In order to empirically test the hypotheses, the field survey was conducted for 278 respondents. Twelve ones of fifteen hypotheses were found to be statistically significantly adopted from the results of structural equation model analyses using Smart PLS 3.0. The theoretical contribution of this study is to empirically investigate the factors that affect the continuous use intention of mobile IPTV service. And the practical contribution is to provide the implementation guidelines of managing the service quality to enhance the competitive power of mobile IPTV business.
Keywords
Mobile IPTV Service; Mobile Services Quality(MOBISQUAL); Influencing Factors; Continuous Use Intention;
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Times Cited By KSCI : 9  (Citation Analysis)
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