Using a modified TAM as a conceptual framework and SEM for analysis, we determined the factors influencing the adoption of Internet Protocol Television by surveying 320 consumers. The modifications involved new constructs that incorporated user-perceived control and security in the model. The perceived quality of the content and system were found to have a significant effect on perceived usefulness and perceived playfulness. In addition, perceived control was found to have a significant effect on both extrinsic and intrinsic motivation. A significant relationship was also found between consumer-perceived security and intention. Also consumers regarded price as a main driver for switching TV services. We discuss the significance of this observation in the context of the emerging trend of technology convergence and importance in acquiring customer preference and other strategies.
Information & Management – Elsevier
Published: Jan 1, 2009
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