Study On Critical Success Factors Of IPTV Product Consumption

IPTV is a kind of multimedia interactive services with the use of broadband network, streaming media technology and internet protocol. This convergence of technologies contains broadband networks, streaming media, codes, and information storage technologies, such as encryption and digital technology.Based on consumer behavior, product diffusion theory and critical success factors theory, this paper studies the various factors affecting IPTV consumption and development. The paper picks up the factors of the IPTV consumption market from the point of view of consumer behavior according to survey questionnaire and factor analysis. Then, the paper acquires the critical success factors of IPTV consumer market.The article is carried out through the design of three questionnaires. The primary targets are the areas of the Shanghai and Dongguan which have a better development of IPTV. Descriptive statistics analysis, reliability analysis, factor analysis and analysis of the mean, AHP are used to search critical success factors influencing IPTV consumption.The article consists of 7 chapters, in which the first and seventh chapters are introduction and some problems. From the second part to the sixth one are kernel parts of the article.The first chapter is the start of the paper. At the beginning, it introduced some definition about IPTV. Then it recommended the necessity of the study, which focuses on the analysis on the disputation of IPTV. Finally, it described the intention, content and innovation of the paper.Chapter 2 analyzes description of the theories including consumer behavior, product diffusion theory and critical success factors theory.Chapter 3 describes IPTV and analyzes the consumer characteristic. In the chapter, we list the factors influencing the IPTV consumption combining with consumer behavior theory.Chapter 4 is based on the third chapter. In the chapter, descriptive statistics analysis, reliability analysis, factor analysis and analysis of the mean, AHP are used to search critical success factors influencing IPTV consumption.Chapter 5 studies the expanded function form of the BASS model with joining five common factors influencing product diffusion in BASS basic model for the first time, and analyses the effects of various factors. Finally, the chapter tests the expanded model as an example of the diffusion of IPTV product in Shanghai and Dongguan city.In chapter 6, we make some suggestions that China Telecom develops IPTV according to the conclusions above.In chapter 7, we explain the realm which is not mentioned in the above chapters.Due to the limitation of the author, there is some shortage in our research need to be improved. They are worth making a further research.