Study On The Impact Of IPTV User Experience On Perceived Value And Customer Satisfaction

With the development of information technology and mobile internet, user experience arises more and more concern. In the television market of China, IPTV as an interactive multimedia service brings users a brand-new experience, which progressively changes their views on family television. Facing challenges from other broadcasting platforms including cable TV, digital TV, mobile phone TV and Internet videos, it’s crucial to improve IPTV user experience and its differential advantage. It’s also an important issue for enterprises to find ways to better customer satisfaction, market share and brand value as well. As a kind of inner emotion and personal feeling, user experience and its elements are hard to quantify or specify. Refer to the previous models and IPTV’s characteristic, user experience in this paper is divided into five dimensions such as sense, feel, think, interaction and service experience. Based on the literature review, this paper constructs a conceptual model which reveals the relations between user experience and customer satisfaction, with the customer perceived value as an intermediary variable. Meanwhile, hypotheses are proposed according to this conceptual model.This article proposes an IPTV user experience measurement scale and adopts a study method which combines qualitative and quantitative analysis, literature review and data analysis. Firstly, this study makes a descriptive statistical analysis by SPSS software, which shows the basic information of survey samples. Secondly, reliability and validity of the scale are tested by Cronbach’s Alpha and factor analysis, which shows good results. Thirdly, the confirmatory factor analysis is tested and the model has fine goodness-of-fit. Fourthly, the correlation analysis results show that there are significant correlations between each variable. Finally, this study uses AMOS Structural Equation Modeling(SEM) to analyze and modify its conceptual model, and then tests all the previous hypotheses.Based on the empirical research of IPTV, this paper studies the relations between user experience and customer satisfaction, and proposes marketing advices for enterprises to realize that user experience plays an important role in bettering IPTV service and customer satisfaction.