The Antecedents of Satisfaction on migration to IPTV among Malaysians

摘要

Internet protocol TV (IPTV) is being rapidly developed around the world and has emerged as a multirnservice network for carrying broadband services. This new media technology is capable of receiving andrnretrieving multimedia stream encoded as a series of internet protocol packets. It is also a managedrncommunication service that supports triple or quadruple play applications, such as television, video, audio,rntext, graphics and data signals being delivered over IP-based networks. This conceptual paper describes onrnusage satisfaction which influences the disconfirmation level of service usage among existing satellite TVrnsubscribers. The theoretical framework which will be utilized in this study is an integrated model ofrnUnified Theory of Acceptance and Use of Technology (UTAUT) and Expectation Confirmation Modelrn(ECM). This study proposes to empirically test the relationships between expectation, performance,rndisconfirmation, satisfaction, and continuance intention to adopt IPTV. Performance Expectancy, EffortrnExpectancy, Social Influence and Facilitating Conditions constructs on satellite usage are moderated byrnage, gender, experience and voluntariness of use and mediated by usage satisfaction in satellite TV usagerncontinuance. Survey will be used as research instrument and the unit of analysis is existing Astrornsubscribers in Malaysia. As this is a quantitative study using positive epistemology, data obtained from thernsurvey will be analyzed using Structural Equation Modeling (SEM) to test the hypotheses that explains thernrelationship between the constructs, moderators and the mediators. The ultimate goal of this study is torndetermine the antecedents of satisfaction that will influence the intention to migrate to IPTV amongrnexisting satellite TV subscribers in Malaysia.