Adoption of IPTV under the convergence of broadcasting and telecommunications

This research examines the factors that influence users´ adoption of IPTV. Early studies lacked comprehensive approaches to both technological and broadcasting aspects of IPTV adoption. This study basically used technology adoption model (TAM) which has been applied in a variety of studies in the area of IT usage. However, our model incorporates additional theoretical variables spanning ldquoThe uses and gratifications theoryrdquo rather than focusing only on TAM to reflect media characteristics of IPTV. This research also examines monetary factors. Overall, the results revealed that the effect of PEU and cost factor were very important in attitude toward using IPTV.