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5 CONCLUSIONS
We examined the factors influencing IPTV use by
employing Davis's TAM and DeLone and McLean's
model of IS success, which are widely used in IS
research. Based on these models, we considered a
research model including media quality, and with a
sample of 222 IPTV users, we tested a set of
hypotheses about IPTV use. The results are
summarized as follows.
First, information quality, service quality, and
media quality had significant effects on perceived
usefulness, but system quality had no such effect on
perceived usefulness. Second, information quality
and media quality had significant effects on
perceived ease of use, but system quality and service
quality did not influence perceived ease of use.
Third, perceived ease of use influenced perceived
usefulness, and perceived usefulness and perceived
ease of use influenced usage intention. These results
indicate that the stability and reliability of IPTV
services can induce IPTV use and that high media
quality can facilitate IPTV success.
The results have a number of important
implications. First, we examined the factors
influencing IPTV use by combining the media
attributes of IPTV with Davis's TAM and DeLone
and McLean's model of IS success. Second, media
quality was most likely to influence perceived
usefulness and perceived ease of use. Unlike
traditional media, IPTV is based on a wide range of
new and unique elements, particularly in terms of its
interactivity, content diversity, ease of use, and
multitasking capability. Therefore, IPTV service
providers should pursue aggressive customization.
Third, information quality had a positive effect on
perceived usefulness and perceived ease of use,
suggesting that IPTV service providers should
continuously update their content and provide
accurate information to ensure customer satisfaction.
Finally, service quality had a significant effect on
perceived usefulness. Thus, IPTV providers should
provide reliable after-sales as well as before-sales
service and facilitate collaboration between relevant
departments (e.g., sales and technical support) to
provide informal and technical aspects based on
prompt service and appropriate expertise.
This study has some limitations. First, IPTV syst
em were studied using only DeLone and McLean (2
003)’s variables and IPTV media quality with extern
al variables (DeLone and McLean, 2003). In this re
gard, future research should examine the relationship
between the characteristics of potential users of IPT
V and their acceptance of IPTV. Second, system qua
lity had no significant effects on perceived usefulnes
s and perceived ease of use, which indicates a need f
or developing items that could better reflect the attri
butes of IPTV system quality. Third, for more practi
cal strategies for inducing IPTV use, future research
should emphasize the strategic aspects of study.
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