| In recent years,the development momentum of IPTV is booming,and its value-added services have been reformed many times.Although there has been some research on the user consumption of IPTV value-added service in academic and industrial circles,the research on the development of Hunan IPTV value-added service,especially based on the consumer psychology,has not been carried out systematically.IPTV(Interactive Network Television)is a kind of interactive service content which uses broadband network and integrates Internet,multimedia,communication and other technologies to spread a variety of interactive services to users,including digital television.The income of IPTV can be divided into two types: "forward" and "backward".The technology of IPTV is its biggest advantage over traditional media and digital television.By the end of December 2018,Hunan IPTV Telecom had annual revenue of about RMB 72 million in addition to the distribution of value-added services by telecom parties,and its channel business had landed in 31 provincial administrative regions.At present,Hunan IPTV has covered 11.3 million users,of which the proportion of live broadcast users is 94.8%,the proportion of lookback users is 36.4%,and the proportion of on-demand users is 71.1%.In recent years,the market competition of IPTV growth business has further intensified,new media forms continue to emerge,and a large number of users enter the daily life,thus promoting Hunan IPTV value-added business.In particular,there are some new changes in the consumption habits and the whole structure of its users,which are mainly reflected in the following aspects: first,the changes of users’ consumption habits;The second is the change of user group structure,and the third is the diversion of user attention.The new changes in Hunan IPTV value-added services are caused by a variety of reasons,one of the most important of which is the impact and influence of the technical factors represented by the new media.In addition,there are coverage expansion,policy-driven,price-driven and diversification of user demand and other factors.The audience age of Hunan IPTV value-added service is as follows: the proportion of 20-30-year-old users is the largest,the proportion of undergraduate and above users is the highest,and the number of users in Changsha,the provincial capital,is the largest.In the consumer demand psychology of Hunan IPTV valueadded service audience,the subjective demand of users is strong,and their consumption motivation is content interest motivation,convenience family motivation,the low price of product package motivation,product package discount motivation and on-demand motivation.From the perspective of consumer psychology,there are many factors affecting the development of IPTV value-added services in Hunan,but they mainly reflect the following four aspects: first,consumer perception second,consumer price psychology;third,consumer attitude psychology;Fourth,consumer family psychology.The development path of Hunan IPTV value-added service based on user consumption psychology mainly includes experiential path,intelligent path and personalized path. |
