Research On Intentions Of The Cable Television Consumer Upgrade From Sd Definition To Hd Definition Service

With the continued development of convergence of three networks in recent years, the cable TV digitalization is being executed all over the country, which is the strategic task of the Party and state and the only way of the radio and television industry’s development. Everyone will be faced with a new consumer revolution. The number of digital TV costumers is above 1.8 billion now. With the continuous growing of number of users of scale, the industry of digital TV has entered a stage of stable development. With the completion of the high-capacity and interactive network, the cable operators are looking forward to new growth points and profit mode beside of the basic business. Consumers have realized the transition from "watching TV" to "using TV" by emerging of large scale of high definition service which can satisfy people’s demands of diversity, personalized and professional radio. The convergence of three networks makes video business’ transmission on multi channel inevitable. The IPTV and OTT TV have made great impacts on traditional cable industry. Spreading High Definition Digital TV has positive and profound significance to playing the transmission advantages of cable TV industry.The paper investigated the key elements which can influence digital TV consumers’ upgrading and transferring intention, such as perceived benefits, perceived sacrifices, trust in providers and so on. A reserach model was developed based on theory of customer perceived value, switching barriers and trust. The surveys were distrbuted to consumers in ShangHai PuDong OCN.The date was analysizde using SPSS and AMOS software.The results demonstated that the variables of perceived benefits have obvious positive effects on satisfaction of the High Definition service, and negative effect on upgrading switching barriers, and increasing the upgrading wish of consumers. The perceived cost have obvious negative effect on satisfaction of the High Definition service, and positive effect on upgrading switching barriers, and decreasing the upgrading wish of consumers. The perceived risk has a weak effect, and has negative effect on trust on providers and upgrading switching barriers, and increasing the upgrading wish of consumers. The paper put forward optimum suggestion to providers based on the standard definition industry’s current situations of digital TV.The paper is not only important for pushing High Definition industry in theory and practice, but also has certain reference value to cable TV industry and healthy and benefit to sustainable development of digital TV.