Customer acceptance of IPTV service quality |
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| Authors: | Hyeong Yu Jang Mi Jin Noh[Author vitae] |
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| Institution: | aSchool of Business Administration, Gyeongsang National University, 600 Gaja Dong, Jinju 660-701, South Korea;bSchool of Business Administration, Kyungpook National University, 1370 Sankykdong, Bookgu, Daegu 702-701, South Korea |
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| Abstract: | The purpose of this article is to provide insights into the effects of Internet Protocol Television (IPTV) service quality and reveal mediation effects in the process of forming the repurchase intention. This study incorporates additional theoretical construct, perceived enjoyment, to reflect IPTV characteristics using extended technology acceptance model (TAM). This study empirically investigated a research model and conducted a survey of IPTV service users. The results of this study are as follows. First, IPTV service quality is summarized as design, security, and customer service, which is supported by second-order factor analysis. Service quality had an influence on perceived usefulness, perceived ease of use, and perceived enjoyment. Second, perceived ease of use had a significant effect on perceived enjoyment, and perceived usefulness also had an effect on repurchase intention. Third, attitude, trust, and satisfaction had a positive effect on repurchase intention. To reveal the impact on repurchase intention of the IPTV service quality, this study proposes customer acceptance on IPTV service based on a modified TAM. |
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| Keywords: | IPTV service quality Design Security Customer service Enjoyment TAM |
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