Research On The Consuming Behavior Of IPTV Audience

The progress of informational technology is always the most revolutionary power changing the world .The new media represented by IPTV are developing swiftly and violently, and the convergence among media has been set in reality. As convergence of television and internet, IPTV has satisfied people's demand for more and more varied, specialized and individualized audio-visual media, brought about great changes for telecast industry and brought a new television-consuming revolution for TV audience. With IPTV audience as subjects, and by means of quantified questionnaires and qualitative intensive interviews, this dissertation investigates the key factors taken by IPTV users, as well as the innovation of television-consuming behavior brought about by them.This study takes TAM as its main theoretical framework, incorporating subjective norms, perceived need, perceived risks and some other independent variables .In external variables, life style is introduced as effective factor. The creative theoretical framework is applied in the TAM of IPTV in order that the factors influencing users adopting IPTV can be found out. The explanatory force of the whole model for the behavioral intention arrives at 67.2%.It's found that perceived usefulness, perceived need and perceived ease of use have notable influence on behavioral intention of IPTV. Among them, perceived usefulness exerts the greatest influence. perceived need, perceived usefulness, perceived enjoyment have marked influence on applying behavior, among them, perceived need exerts the greatest influence. perceived enjoyment, perceived risk have remarkable influence on satisfaction degree. As external variable, life style not only exerts direct influence (by means of regression analysis) on behavioral intention and applying behavior, but also exerts indirect influence (by means of path analysis) on them throuth intermediate variables (such as perceived usefulness, perceived need, etc.).The original theoretical contributions of this study are as follows:1) The TAM of IPTV used by consumers is put forward.2) by integrating perceived need into the TAM, a theoretical space is applied for realizing the mutual cohesion of the TAM and the theory of perceived need in the new media.3) that"life style"is the significant variable influencing the use of IPTV and the satisfaction degree is testified.4) the three main features of IPTV audience's consuming behavioral changes are put forward: first, what IPTV audience embody is the completely individualized communication, and the audience groups are going from division to fission; second, the receiving behavior of IPTV audience is an active selection, thus, the receiving model is transferred from"ritualized uses"to"instrumental uses"; third, the division of IPTV audience groups no longer obey traditional geography, demographic features, reception habits and some other norms, but is more concerned with life style and individual flavors.5) the scientific basis is provided for the further development of IPTV by means of systemic quantified analyses. According to the findings,this study offers the ensuing suggestions to the managers:1)improve the consumers'perceived usefulness for IPTV;2)promote the simplicity of operating the systems;3)satisfy the consumers'diverse demands for IPTV, develop creative service forms and construct the platform of TV service; 4)advance the precisely market-orientated contents and services so as to satisfy the individual demands of the audience with different life style and flavors. .Through investigating IPTV audience's consuming behavioral changes, this thesis advances three issues to be further discussed: first, the new-style audience are coming into being. They are the consumers of TV individualization, the users of TV medium as well as the makers of TV programs; second, the new TV consuming models have produced great percussion to the rights of TV medium, which demonstrates the individualization of public communication and the publicization of individual communication, the loss of the faithful sense of medium source and the popularity of commercial logic; third, in the development of IPTV, the issue the managers, the industry and the audience must confront is how to balance the contradictions between the public and the commercial characteristic.From the aspect of communication studies, by means of some concepts in consuming behavior studies such as life style, perceived risk and satisfaction degree, and in combinability with many interdisciplinary theories adopted in the technological acceptance of new media, this study offers new perspective for the survey of audience of the new media, and makes some endeavours in terms of interdisciplinary promotion and fusion.This study adopts quantified questionnaires informs us of the factors influencing people's acception of IPTV, and qualitative intensive interviews further analyzes how these factors influence people's applying conduct. The integration of these two methods enables this study to investigate the causation among things on macrolevel, and explore the complexity of things on microcosmic so as to make its conclusion much more persuasive.