Abstarct
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
Contents
1. Introduction
2. Literature review
2.1. IPTV service
2.2. Quality components in IPTV service
2.3. IPTV service quality as an external variable of TAM
2.4. TAM in IPTV service
2.5. Formation of repurchase intention
3. Research model and hypotheses
3.1. Research model
3.2. Research hypotheses
4. Research method
4.1. Sample and procedure
4.2. Measurement development
4.3. Hypotheses testing
5. Results and discussion
6. Limitation and future research