The emergence of smart TV device encourages the reconsideration of the customer's subscription on the pay TV so that the phenomenon of cord-cutting evokes the other dimension of MVPD (Multi-Channel Video Programming Distribution) industry itself. Two major paths to adopt the new platform in MVPD market cover the switching cost and effect for the new platform such as smart TV and restrain the discount price by bundling triple-play which is one provision over a single broadband connection of two bandwidth-intensive services such as high-speed Internet access and television, and the latency-sensitive telephone. The research question over this simultaneous equation model exhibits that rate of customer subscription affects with more attention from demand-pull phenomenon by the high switching cost versus bundling price for multiple play service in behavioral economics way. Behavioral economics can explain the way of consumer's choice by providing it with more realistic psychological foundations. The hypothesis investigates the incentive mechanism has positive effect from the discount rate by tying the product bundling within MVPD service provision. Shapiro and Varian (1998) examine some of the business strategy implications of switching costs at a lay reader level. The switching cost results in the lock-in effect and takes scale economies of demand side. Farrell and Shapiro (1989) mention that once they are locked in, they can be a substantial source of profit whether it is substation or not. Also customer left the current service due to that cost. The prerequisite for switching cost investigate the product complexity (Gatignon and Robertson, 1992; Klemperer, 1995), heterogeneity of supplier in market (Schmalensee, 1982), the product diversity from the supplier side (Blattberg and Deighton, 1996; Klemperer, 1995; Ram and Jung, 1990), the level of modification in consideration of customer demand (Bhardawaj et al., 1993), the experience of alternatives (Bhattachary et al., 1995), the experience of switching choice (Bhattacharya et al.,1995; Nilssen, 1992), and time limitation of selection pressure or individual characteristic of risk aversion could be the factor to reorganization of switching cost by customer. Previous literature tries to explore the path and find out the factors which effect on the customer's switching behavior.
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机译：智能电视设备的出现促使人们重新考虑在付费电视上的订户情况，因此，断线现象唤起了MVPD（多频道视频节目发行）行业本身的另一个层面。在MVPD市场中采用新平台的两条主要途径包括智能电视等新平台的转换成本和效果，并通过捆绑三重播放来限制折扣价格，三重播放是在两个宽带密集型服务的单个宽带连接上的一项规定例如高速Internet访问和电视，以及对时延敏感的电话。在该联立方程模型上的研究问题表明，以行为经济学的方式，多重播放服务的高转换成本与捆绑价格之间的较高的转换成本对捆绑价格的影响更多地受到需求拉动现象的影响。行为经济学可以通过为消费者提供更现实的心理基础来解释其选择方式。假说通过将产品捆绑捆绑在MVPD服务提供中，研究了激励机制对折现率产生积极影响。夏皮罗和瓦里安（Shapiro and Varian，1998）研究了在非专业读者层面转换成本的一些商业策略含义。转换成本导致锁定效应，并导致需求侧的规模经济。 Farrell和Shapiro（1989）提到，一旦被锁定，无论变电站与非变电站，它们都可以成为大量的利润来源。由于该费用，客户也离开了当前服务。转换成本的先决条件是研究产品的复杂性（Gatignon和Robertson，1992； Klemperer，1995），供应商在市场中的异质性（Schmalensee，1982），供应商方面的产品多样性（Blattberg和Deighton，1996； Klemperer，1995； Clerdler，1995）。拉姆和荣格（Ram and Jung，1990），考虑客户需求的修改水平（Bhardawaj等，1993），替代方案的经验（Bhattachary等，1995），转换选择的经验（Bhattacharya等，1995）。 ； Nilssen，1992），选择压力的时间限制或风险规避的个体特征可能是客户重组转换成本的因素。先前的文献试图探索路径，并找出影响客户切换行为的因素。
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