| The development of digital technology brings about the change in both TVindustry and the consumer behavior. This research aims at figuring out the factorswhich influence consumer’s intention towards the TV video on demand system.Based on the technical acceptation model and innovation curve theory, thisresearch integrated the factor of entertainment and capability to modify the TAM. Withquestionnaire, consumers in Yangtze River Delta region are investigated. The resultsindicates that all the four dimensions including perceived usefulness, perceived ease ofuse, perceived entertainment, perceived Compatibility have effect on the consumerattitude. In the meanwhile, the perceived Compatibility has most obvious on the attitude.And consumer in different age segment show different preferences.Finally, some promotion measures of video on demand system promotion are putforward to improving the capability, usefulness and entertainment. Besides, servicesuppliers may develop different applications to meet the different demand. Finally, thefurther research directions are indicated. |
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