Effects of Key Drivers on Continuing to Use Digital Convergence Services: Hierarchical Component Approach

Abstract

Technological advances made with the development of digital technology and the Internet have led to the emergence and evolution of digital convergence the integration of media and communications. This, in turn, has led to the creation of the representative broadcast and communication convergence business model (IPTV service). This study examines the consumption patterns and behaviors of IPTV service customers and explores the process of their continuous use of the IPTV service, thereby endeavoring to contribute to the diffusion of digital convergence services. To survey customers' continuous use of the IPTV service, this study first designs a research framework based on an examination of the existing literature on satisfaction, loyalty, and so on. In addition, research is conducted on the switching barrier of the method of consolidating customers' adherence to a given IPTV service by increasing the burden on them, thereby developing a final research model with which to attempt yet another heterogeneous approach. This enables not only an analysis of the causal relationship with antecedent variables but also a measurement of the explanatory contribution of the antecedent variables' sub-variables.