The Impact of Critical Factors of IPTV using intensions：A view of UTAUT－Case of college students

• Main Authors: Kuo-Yi Huang, 黃國益
• Other Authors: Wen-Dwo Yang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/47850187023080323973

碩士 === 國立臺灣科技大學 === 管理研究所 === 96 === IPTV offers many compounding type services, such as "Broadcast TV"、"Pay Per View"、"Video On Demand" and "Digital Video Recorder" etc., the new developing service types according to customerization bring up the emergence of IPTV and also cause the suitable threat to the cable TV. But, because the strong point of the cable TV lies in abundant contents and through radio broadcast can send a large number of image content information to user’s hands. Though the number of IPTV users will increase quickly, but cable TV service is still the mainstream. IPTV still have a big gap to cable TV. So, the whole world is still the world of the cable TV at present, IPTV only occupies very small proportion. So, this research is through the sample investigation and use Unified Theory of Acceptance and Use of Technology (UTAUT) to probe user behavior of IPTV. Though the research, Performance Expectancy、Effort Expectancy and Facilitation Condition have outstanding impact on IPTV using intensions. Whether the user feels IPTV to improve program quality and improves the quality of the life helpfully and easy to using is most important factors to influence users to accept IPTV. So the person who proposes IPTV industry should focus on improving user's experience cognitivly on Performance Expectancy、Effort Expectancy and Facilitation Condition. Promote the will of using IPTV. By this way will help IPTV industry person to popularize IPTV business.