Research On Influencing Factors Of Usage Intention Of Gehua CATV Users

Nowadays,with the rapid development of technology,the technology of CATV(Cable Television)has also developed to various stages,at the same time,they are facing the rapidly development of Internet technology,The development speed of traditional CATV operators is far behind of telecommunications operators,and the number of subscribers that have been acquired is also gradually losing.Thus,we takes Gehua CATV which belongs Beijing area operator as an example,to study the influencing factors of CATV users' usage intention,in order to help improve the competitiveness of CATV operators and enhancing the users' experience,to quickly aggregate to more users.By reading a large number of literature found Technology Acceptance Model is widely used and accepted in the acceptance and use willingness of research information systems.After in-depth research and analysis of this research object,based on the classic Technology Acceptance Model,the corresponding variables were finally introduced to construct the influencing factor model of Gehua CATV users' usage intention,and the hypothesis is put forward according to the relationship between variables.Afterwards,scientific sample data were obtained through questionnaire survey.SPSS software was used to perform rigorous data analysis on the samples and the proposed hypotheses were verified.The results of the final survey showed that perceived usefulness,perceived ease of use,perceived response speed,perceived ease of operation and perceived cost,had been verified,however,the hypothesis that the interface design has a positive effect on the usage intention has not been verified.Through the analysis of the verification results,this study puts forward some relevant suggestions for Gehua CATV.That undoubtedly provided a practical guidance for the subsequent products design and development,marketing promotion and so on,and also points out the direction for Gehua CATV to grasp the users.At the same time,in theory,it will also enrich the research of CATV users' usage intention.