How to retain customers of IPTV: Interactivity, trust, and emotion

초록

Television is currently in the throes of a paradigm shift. IPTV, which has already secured a subscriber base of 1.5 million individuals in South Korea, is evidencing rapid growth in the global market. The development of IPTV is also increasing the interactivity between users and the IT media. The existing interactivity between users and IT from the cognitive perspective is insufficient to describe the usage behavior and continuous use intentions of consumers, who evidence a broad diversity of sentiment. This paper begins by addressing the effects of IPTV users' trust and emotions on the basis of the perception of interactivity. According to the results of empirical research into the users of IPTV services, the perception of interactivity was directly related with trust. Users' trust bolsters users' emotion in a positive/negative aspect, and such emotion was verified to affect the intention continuously use IPTV. The results of the following research indicate that the trust and emotion of users should be considered from the MIS perspective in an attempt to build the intention to use IPTV. Additionally, from the executive perspective, cost-effectiveness should be considered to enhance positive emotions for user retention and eventually bolster intentions to continue to use IPTV.

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