Analysis of influencing factors on the IPTV subscription Focused on the moderation role of user perceived video quality

Abstract

Purpose - The purpose of this paper is to examine how user-perceived video quality, measured by computer assisted web survey, interacts with content richness (CR) and interactivity (IA). It also analyzes how those internet protocol television (IPTV) idiosyncrasies impacts audience perceptions (perceived usefulness (PU) and perceived resistance (PR)) and actual subscriptions. Design/methodology/approach - A computer assisted web survey was administered in Korea to collect data. A structural equation model and Z-test analyses were conducted to address the research hypotheses. Findings - User-perceived video quality influences audience perceptions (PU and PR) through interaction with CR and IA. Subscriber perceptions have a causal relationship with IPTV subscriptions. Practical implications - Balanced improvement of the IPTV value chain, from content to technical (platform, network, and terminal) perspectives, are necessary for IPTV diffusion. Also, IPTV providers should establish the diffusion strategies, minimizing the user-perceived restrictiveness as well as maximizing the PU. Originality/value - This study shows computer assisted assessment of video quality can be applied to behavior science. The research model suggests PR, which has been relatively unnoticed is included in existing technology acceptance theories. The introduced antecedents of IPTV subscriptions can be referred to as key performance indicators regarding new media adoption studies