The antecedents of satisfaction on migration to IPTV among Malaysians

Abstract

Internet protocol TV (IPTV) is being rapidly developed around the world and has emerged as a multi service network for carrying broadband services. This new media technology is capable of receiving and retrieving multimedia stream encoded as a series of internet protocol packets. It is also a managed communication service that supports triple or quadruple play applications, such as television, video, audio, text, graphics and data signals being delivered over IP-based networks. This conceptual paper describes on usage satisfaction which influences the disconfirmation level of service usage among existing satellite TV subscribers. The theoretical framework which will be utilized in this study is an integrated model of Unified Theory of Acceptance and Use of Technology (UTAUT) and Expectation Confirmation Model (ECM). This study proposes to empirically test the relationships between expectation, performance, disconfirmation, satisfaction, and continuance intention to adopt IPTV. Performance Expectancy, Effort Expectancy, Social Influence and Facilitating Conditions constructs on satellite usage are moderated by age, gender, experience and voluntariness of use and mediated by usage satisfaction in satellite TV usage continuance. Survey will be used as research instrument and the unit of analysis is existing Astro subscribers in Malaysia. The ultimate goal of this study is to determine the antecedents of satisfaction that will influence the intention to migrate to IPTV among existing satellite TV subscribers in Malaysia.