Research On Factors Influencing Customer Adoption In TV-Internet Service

Latest ten years, the effort to boost the integration of telecommunications networks, cable TV network and the Internet was much stronger, and the development of relative information technology is rapidly at the same time. Under this circumstance, convergence of media becomes certain tendency. TV-Internet service, the convergence of TV media and Internet media becomes new hotspot, attracting researchers’ attention. However, researches on customers’ adoption in this field are rare. Under this circumstance, this article starts with defining TV-Internet, and then uses questionnaires to make an empirical research to make sure what will influence customers’ adoption of this service.Based on extensive literature review of relevant research, this study choose TAM model as the core theoretical framework, supporting by habit theory and customer’s behavior theory. A model aimed at testing the adoption of customer is constructed. By using SPSS to make reliability and validity analysis, and using Amos to test the theoretical model and research hypothesis, we get following conclusions: perceived usefulness, perceived enjoyment, perceived ease of use and are influencing customer’s attitude from strong to weak. Social environment and Internet using habit influence customer’s adoption directly and indirectly. Family environment and TV using habit don’t have appreciable impact on customer’s attitude, but influencing customer’s adoption directly. Combine with above conclusion and the current situation of TV-Internet service, this article comes up with several advices at the end.The main contribution of this research is to get rid of the constraint of specific business in TV-Internet service, and make it as a whole to discuss customer’s adoption. Besides, this article introduces the theory of habit and the theory of customer’s behavior to enrich TAM model, which proves to be convictive. What’s more, we finally get the factors that will influence customer’s adoption, based on which we give some practical advices to guide the future development of TV-Internet service.