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Recently, digital satellite broadcasting services and broadband Internet services are growing rapidly. In addition, users have become to choose a variety of medias and communication products or services. Among consumer-related companies are attracting increasingly competitive, IPTV vendors as part of their marketing promotion are committed to conduct experiential marketing to attract new customers. In competitive environment, to identify the influencing factors that affect continuous use of IPTV service is a key issue to preempt competitive advantage. In this study, we identified antecedent factors to affect continuous use of IPTV service, with a survey to find out the positive impact between user attitude and continuous use based on Technology Acceptance Model (TAM). We collected 273 sample data on people with IPTV experience by conducting a survey. As a result, contents quality as media characteristics affects perceived usefulness and perceived ease of use. However, innovation tendency as individual characteristics does not affect perceived ease of use, and the relationship between ease of use and usefulness was rejected. It means that IPTV has difficult problems of complex operations compared to traditional TV. To maintain existing customers and acquire new customers of IPTV service, IPTV vendors have to manage service contents with quality available in competitive environment as a key factor, with more convenient and easy to use.