Study on Influential Factors of Jiangsu Urban Users in Selection of IPTV Based on the Conversion Cost Theory

摘要

This article researchs influence factors of townsman's IPTV business selection in Jiangsu province through the questionnaire and other methods. It can be found that there was a significant positive correlation between using diffusion and switching intention in Jiangsu user; The relationship of financial switching cost and consumer switching intention shows no obvious correlation; There was a linear negative correlation between procedural switching costs and consumer switching intention. Among these factors, the negative relationship between switching costs and consumer switching intention is the most significant. Combined with the research results, the article puts forward specific suggestions for Jiangsu city to develop IPTV services, especially in the aspect of promoting close customer relationship and enriching pricing models, etc.