Literature review of IPTV service
| Type | Researcher | Key variables | Research method | Results/Findings |
|---|---|---|---|---|
| Service adoption intention | Shin (2009) | Usefulness/system quality/content quality/enjoyment/attitude/intention | Telephone survey of potential IPTV users | System quality and contents quality positively affect service attitude Also, service attitude is positively associated with usage intention |
| Shin (2007) | Intrinsic factors/extrinsic factors/economic factors/demographics/adoption intention | Survey of potential IPTV users | Special functions, customized contents, interactivity, value added service, interoperability, service experience are significant indicators of IPTV adoption intention | |
| Blasco-Arcas et al. (2012) | Interactivity/personalization/user participation/user intentions to continue participating/user involvement in the service purchased | Survey of non-IPTV service users (college students) | It was found that personalization is more effective than interactivity in promoting IPTV service and interactivity improves customer’s service engagement | |
| Choi et al. (2010) | Perceived trialability/perceived usefulness/perceived ease of use/perceived enjoyment/prior experience/behavioral intention | Survey of two groups – the one group with IPTV experience and the other group with no previous IPTV experience | Perceived trialability is a function of perceived usefulness, which is on the other hand decided much by perceived ease of use. Perceptions of usefulness, ease of use, enjoyment are positively associated with behavioral intentions of IPTV service adoption | |
| Lee et al. (2012) | IPTV specific features/innovation diffusion/demographic statistics/social influence/personal innovativeness/adoption intention | Surveyed a group of people with no previous IPTV experience | Relative advantage, compatibility, trialability, content richness, economic value, personal innovation, social influence affect IPTV adoption intention. Also, service reputation, interactivity, content richness and economic value positively affect adoption intention through the relative advantage variable | |
| Pezzi (2010) | Willingness to pay/service awareness/value adding contents | Survey of satellite broadcasting, digital TV and IPTV user groups | Sports and movies are content types catering to higher willingness to pay for IPTV. Among various quality dimensions, screen quality and sound quality are found to be the most important. It was also learned that the male groups in their 20s and 30s have the highest chance of adopting IPTV service | |
| Weniger (2010) | Personal innovativeness/computer playfulness/perceived quality/cognitive absorption/perceived usefulness/perceived ease of use/perceived enjoyment/perceived price level/intention to use IPTV | Propose a research model based on literature survey | Perceived enjoyment and other factors included in the model can affect IPTV adoption, and there is a need to examine the correlation between the intention to adopt IPTV and its actual purchase behavior | |
| Sawng et al. (2014a) | System quality/richness in convergence functions/economic benefit/innovativeness/usefulness perception/reuse intention | Survey of IPTV service users in Korea and Japan | Rich convergence functions, perceived economic benefit and innovativeness affect usefulness perception and reuse intention. The association between system quality and usefulness was significant only in the Japanese group | |
| Schreiber et al. (2010) | Content recommendations/community awareness/community meta content/end-2-end communication/participatory IPTV/social applications | Designed IPTV contents and service scenarios, and conducted surveys against potential customers and professional groups in their adoption intentions | When there is fusion between social network functions and IPTV, the chance of IPTV adoption may increase considerably | |
| Motohashi et al. (2012) | Influence factors (adoption diffusion model)/influence factors (use diffusion model)/common factors/perceived ease of use/perceived usefulness/rate of use/variety of use/intention to subscribe/intention to re-use/satisfaction | Surveys were administered to two different groups of IPTV adopters and non-adopters | For IPTV non-adopters, trialability, innovativeness and perceived risks are associated with IPTV satisfaction. To IPTV adopters, complementarity and communication factors were significant in explaining user satisfaction | |
| Service quality/satisfaction | Lin et al. (2012) | Perceived value/perceived advantage/satisfaction | IPTV or MoD service users were surveyed | Customers’ perceived net value of IPTV service drives service satisfaction and intention to continue its usage |
| Blasco-Arcas et al. (2011) | Interactivity/personalization/perceived control/satisfaction | Surveyed college students who were competent in IT usage | The results indicate that interactivity and personalization capability of IPTV grow customers’ perceived control and satisfaction Also, their synergy effects are stronger than their individual influences combined | |
| Jan et al. (2012) | System quality/information quality/service quality/video quality | Surveys were administered on regular TV viewers and IPTV subscribers | Surveys on both service provider and subscriber groups revealed discrepancies in 10 out of 24 service quality dimensions and they agreed on only 4 service quality dimensions, highlighting importance in reducing the perception gap between the two groups | |
| Nasir and Khan (2014) | Quality of services/channel zapping time/repair packet loss/IPTV customer satisfaction | IPTV professionals and customers were surveyed | QoS, channel zapping time and ability to repair packets were all significant in IPTV customer satisfaction | |
| Sawng et al. (2013) | Product experience/sophistication of technology/household innovativeness/communication/complexity/relative advantage/similarity/complementarity/substitution effect/variety of use/rate of use/satisfaction/intention to re-use | IPTV customers from Korea and Japan are surveyed | Product experience and sophistication of technology are important variables in the diffusion of IPTV innovation. Also, functional similarity, complementarity and substitution effect influence customer satisfaction | |
| Service prediction | Zeadally et al. (2011) | Architectural design challenges/market trends | Qualitative study and predictions on IPTV technology standardization, market trends, architectural design and system environment | Predicted rapid progressing user experience including interactivity, customization, recommendation capacity and targeted commercials. This requires standardization of relevant technologies and resolution of security issues |
| Bouwman et al. (2008) | Regulatory environment/industry structure/consumer attitudes | Development of service scenarios and analysis through case studies, literature review and interviews | Design of IPTV-based business models should be based on systematic analysis of external (environmental) factors and uncertainties | |
| Contents | Lin et al. (2014) | Content characteristics/sensationalism/localism/interactivity | Classified IPTV providers in Singapore in terms of their service types and analyzed their characteristics | IPTV resorts to more sensationalism than ordinary TV channels do. Currently limited interactivity is available but this needs to be expanded further in the relationship between customers and contents; customers and the system; and customers and customers |
| Sawng et al. (2014b) | Total voice of customer/switching barriers/contents use pattern/paid contents consumption | Web log data of IPTV service customers in Korea are analyzed | VOC is positively associated with the increased sales of fee-based contents. Viewing hours and monthly subscriptions of contents are positively associated with IPTV provider’s service sales as well |
| Type | Researcher | Key variables | Research method | Results/Findings |
|---|---|---|---|---|
| Service adoption intention | Usefulness/system quality/content quality/enjoyment/attitude/intention | Telephone survey of potential IPTV users | System quality and contents quality positively affect service attitude Also, service attitude is positively associated with usage intention | |
| Intrinsic factors/extrinsic factors/economic factors/demographics/adoption intention | Survey of potential IPTV users | Special functions, customized contents, interactivity, value added service, interoperability, service experience are significant indicators of IPTV adoption intention | ||
| Interactivity/personalization/user participation/user intentions to continue participating/user involvement in the service purchased | Survey of non-IPTV service users (college students) | It was found that personalization is more effective than interactivity in promoting IPTV service and interactivity improves customer’s service engagement | ||
| Perceived trialability/perceived usefulness/perceived ease of use/perceived enjoyment/prior experience/behavioral intention | Survey of two groups – the one group with IPTV experience and the other group with no previous IPTV experience | Perceived trialability is a function of perceived usefulness, which is on the other hand decided much by perceived ease of use. Perceptions of usefulness, ease of use, enjoyment are positively associated with behavioral intentions of IPTV service adoption | ||
| IPTV specific features/innovation diffusion/demographic statistics/social influence/personal innovativeness/adoption intention | Surveyed a group of people with no previous IPTV experience | Relative advantage, compatibility, trialability, content richness, economic value, personal innovation, social influence affect IPTV adoption intention. Also, service reputation, interactivity, content richness and economic value positively affect adoption intention through the relative advantage variable | ||
| Willingness to pay/service awareness/value adding contents | Survey of satellite broadcasting, digital TV and IPTV user groups | Sports and movies are content types catering to higher willingness to pay for IPTV. Among various quality dimensions, screen quality and sound quality are found to be the most important. It was also learned that the male groups in their 20s and 30s have the highest chance of adopting IPTV service | ||
| Personal innovativeness/computer playfulness/perceived quality/cognitive absorption/perceived usefulness/perceived ease of use/perceived enjoyment/perceived price level/intention to use IPTV | Propose a research model based on literature survey | Perceived enjoyment and other factors included in the model can affect IPTV adoption, and there is a need to examine the correlation between the intention to adopt IPTV and its actual purchase behavior | ||
| System quality/richness in convergence functions/economic benefit/innovativeness/usefulness perception/reuse intention | Survey of IPTV service users in Korea and Japan | Rich convergence functions, perceived economic benefit and innovativeness affect usefulness perception and reuse intention. The association between system quality and usefulness was significant only in the Japanese group | ||
| Content recommendations/community awareness/community meta content/end-2-end communication/participatory IPTV/social applications | Designed IPTV contents and service scenarios, and conducted surveys against potential customers and professional groups in their adoption intentions | When there is fusion between social network functions and IPTV, the chance of IPTV adoption may increase considerably | ||
| Influence factors (adoption diffusion model)/influence factors (use diffusion model)/common factors/perceived ease of use/perceived usefulness/rate of use/variety of use/intention to subscribe/intention to re-use/satisfaction | Surveys were administered to two different groups of IPTV adopters and non-adopters | For IPTV non-adopters, trialability, innovativeness and perceived risks are associated with IPTV satisfaction. To IPTV adopters, complementarity and communication factors were significant in explaining user satisfaction | ||
| Service quality/satisfaction | Perceived value/perceived advantage/satisfaction | IPTV or MoD service users were surveyed | Customers’ perceived net value of IPTV service drives service satisfaction and intention to continue its usage | |
| Interactivity/personalization/perceived control/satisfaction | Surveyed college students who were competent in IT usage | The results indicate that interactivity and personalization capability of IPTV grow customers’ perceived control and satisfaction Also, their synergy effects are stronger than their individual influences combined | ||
| System quality/information quality/service quality/video quality | Surveys were administered on regular TV viewers and IPTV subscribers | Surveys on both service provider and subscriber groups revealed discrepancies in 10 out of 24 service quality dimensions and they agreed on only 4 service quality dimensions, highlighting importance in reducing the perception gap between the two groups | ||
| Quality of services/channel zapping time/repair packet loss/IPTV customer satisfaction | IPTV professionals and customers were surveyed | QoS, channel zapping time and ability to repair packets were all significant in IPTV customer satisfaction | ||
| Product experience/sophistication of technology/household innovativeness/communication/complexity/relative advantage/similarity/complementarity/substitution effect/variety of use/rate of use/satisfaction/intention to re-use | IPTV customers from Korea and Japan are surveyed | Product experience and sophistication of technology are important variables in the diffusion of IPTV innovation. Also, functional similarity, complementarity and substitution effect influence customer satisfaction | ||
| Service prediction | Architectural design challenges/market trends | Qualitative study and predictions on IPTV technology standardization, market trends, architectural design and system environment | Predicted rapid progressing user experience including interactivity, customization, recommendation capacity and targeted commercials. This requires standardization of relevant technologies and resolution of security issues | |
| Regulatory environment/industry structure/consumer attitudes | Development of service scenarios and analysis through case studies, literature review and interviews | Design of IPTV-based business models should be based on systematic analysis of external (environmental) factors and uncertainties | ||
| Contents | Content characteristics/sensationalism/localism/interactivity | Classified IPTV providers in Singapore in terms of their service types and analyzed their characteristics | IPTV resorts to more sensationalism than ordinary TV channels do. Currently limited interactivity is available but this needs to be expanded further in the relationship between customers and contents; customers and the system; and customers and customers | |
| Total voice of customer/switching barriers/contents use pattern/paid contents consumption | Web log data of IPTV service customers in Korea are analyzed | VOC is positively associated with the increased sales of fee-based contents. Viewing hours and monthly subscriptions of contents are positively associated with IPTV provider’s service sales as well |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.