رضایت مشتری از کیفیت خدمات تلویزیون پروتکل

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.

According to an IPTV Global Forecast published by MRG (2009), global IPTV subscribers will grow from 28 million in 2009 to 83 million in 2013, a compound annual growth rate of 31%. After a slow start, IPTV is starting to gain traction worldwide as the breadth and depth of deployment increases. South Korea is one of the most advanced broadband markets and is a worldwide leader in availability and subscriber's levels for high-speed broadband infrastructure. After the launch of IPTV at the beginning of 2008, the number of KT, SK Broadband and LG Telecom subscribers has topped 1.5 million (Korea IT Times, 2009). However, this estimation should be noted as being worse than the expected performance as the number of IPTV subscribers fell far short of the initial target range of 2.5–3 million. IPTV marketers have been urged to come up with active marketing strategies, with the aim of boosting the number of IPTV subscribers. Despite the growing market traction, the competitive atmosphere is also getting tenser as many companies try to get a slice of the market pie. All the competing companies are considering the next strategy that should be used to retain their market share. However, it is not easy to build a pin-pointed strategy in the Korean market because IPTV service is currently facing stiff competition from cable TV which has already reached 15.2 million subscribers and has been offering more content at a cheaper price. The priority of this study is to examine the steps concerned with acquiring and retaining users. In the context that the IPTV service environment has been undergoing a dramatic change along with the IPTV market growth and customer's demanding requirements, it is necessary to improve IPTV service quality and relationship quality (Lim, Kim, & Yoo, 2008). These changes need to maximize the positive customer attitude and the IPTV experience, and to satisfy the general consumers who expect IPTV to match or exceed the quality of traditional television and cable broadcasting. Many studies have been published on the impact of service quality in the penetration of a new product market like the IPTV. Early studies were based on service marketing (Fisk, Brown, & Bitner, 1993), whereas more recent studies base their validation on service quality, system quality, and information quality (Pitt et al., 1995 and Shin, 2009b). This paper will discuss three critical service qualities (design, security, and customer service) in the Korean IPTV market. In addition to the importance of quality management in introducing new IT products, an IPTV, a convergent technology between information and media technology is very close to information technology. As such, repurchase intention in IPTV should be explained in part by the TAM (Davis, 1989 and Davis et al., 1989). However, the original TAM model suggested by Davis (1989) cannot fully explain the field of IPTV, because IPTV users will expect to get entertainment at the same time. In this context, to further improve TAM predictions on repurchase, several authors have proposed TAM extensions with constructs such as perceived enjoyment (Childers et al., 2001 and Monsuwe et al., 2004). However, in the meantime, the extreme growth and potential within IPTV have attracted many companies recently, and the fragmentation of the market has made it very difficult to reach economies of scale. In such a situation, acquiring user satisfaction and trust is inevitable. Unless an attractive IPTV service and content assuring customer satisfaction and trust are created, it is almost impossible for the providers to increase their market share enough to sustain a competitive advantage. Therefore, another objective of this paper is to analyze the reuse intention process by capturing the meaning of the relationship quality including satisfaction and trust that are keys to reinforce the IPTV business and the related market. Generally, a high level of relationship quality consisting of trust (Morgan & Hunt, 1994) and satisfaction (Zeithaml, Berry, & Parasuraman, 1996) results in accordingly high levels of repurchase intention (Reichheld, 1993). This study will also provide insights into the effects of IPTV service quality on TAM and extended TAM, while revealing the formation process of repurchasing intention after the positive attitude of an IPTV service. There is a significant difference between this study and existing studies considering IPTV adoption. First, previous researches relevant to the IPTV were conducted in surveys targeting potential customers who intended on using mobile TV, television commerce, and cable TV (Jung et al., 2009, Shin, 2007, Shin, 2009b and Yu et al., 2006), but this study will conduct a survey that targeted experienced IPTV users which allowed for obtainment of sample representativeness and make generalizations. Second, IPTV service quality was specifically analyzed by the secondary factor analysis for extracting the crucial quality factors including design, security, and customer service. Third, unlike many papers that examined the user adoption factors in IPTV service, this study focus on the formation processes of repurchase intention using an extended TAM that illuminated the integrative perception between information technology and marketing. Fourth, to overcome the narrow approach in IPTV adoption, this study incorporates a comprehensive adoption process considering quality, TAM variables, and extended TAM variables. In sum, this study is distinct from the others because of its interdisciplinary approach between management information system and marketing.

The new IPTV technology can offer ubiquitous TV broadcasting based on the Internet protocol, allowing video-on-demand and other services. IPTV users are able to search for watch contents they want based on TV sets, thus we study users’ acceptance of IPTV services. This study demonstrates the importance of the IPTV service quality consists of the design, security, and customer service, and the relationships between the IPTV service quality and perceived usefulness, perceived ease of use, and perceived enjoyment. We also study the relationships among the attitude, trust, satisfaction, and repurchase intention. Results of this study showed that IPTV service quality had a positive effect on the perceived usefulness, perceived ease of use, and perceived enjoyment, and the perceived usefulness had an influence on the attitude. Based on empirical results, we suggest managerial implications about IPTV business strategies, focusing on the IPTV service quality formed design, security, and customer service. Trust and satisfaction had a significant effect on the repurchase intention. IPTV marketers should take the initiative to enhance trust and satisfaction in order to encourage the repurchase intention of customers toward IPTV. This study showed that extended TAM is applicable in the model for measurement users’ acceptance toward new information system, and can provide various implications for experts in the IS and marketing fields.