An Empirical Study on Factors Affecting User Recommendation for IPTV

Abstract

IPTV companies have extended investments to ensure the subscribers and the government has provided the policy to promote IPTV industry. As a result, approximately 11% of households have subscribed to IPTV services, and this is the second fastest rate in Asia. However, some concerns have emerged that IPTV may take a long time to be spread or fail to diffuse. The reason for this opinion is because subscribers are increasing due to companies' incentive-driven marketing and government's support policies. Until now, much of innovative services had failed in achieving the customer' satisfaction and gone from the market. Therefore, the factors which affect customers' satisfaction should be analyzed to predict the potential of IPTV. Motivated by this concern, an empirical analysis was conducted to reveal the factors which affect user recommendation for IPTV service. This study investigated the effect of five factors for user recommendation and revealed that hedonic experience, QoS, and economic benefits were positively related to the recommendation.