The integration of value-based adoption and expectation-confirmation models: An example of IPTV continuance intention

a r t i c l e i n f o Expectation–confirmation theory (ECT) has long been adopted to study continuance intention with respect to various types of products or services. A popular trend in this research stream is examination of the impact of performance confirmation on usefulness (or playfulness) and satisfaction in the context of organizational information system usage or free website access. However, studying the positive attitude of consumers alone is inadequate, especially when access to the products or services is not without cost. That is, costs or sacrifices should be taken into account so as to clarify the antecedents of continuance intention. Based on this idea, this study took the " net value " concept from the value-based model and incorporated it into ECT in order to provide a more comprehensive viewpoint. We argue that continuance intention is determined by net value, a thorough comparison of benefits and costs, and satisfaction, which is also a function of net value. After collecting data from 172 IPTV customers, we confirmed all proposed hypotheses. The results show that perceived net value, a function of perceived sacrifices and perceived benefits, is a strong predictor of satisfaction and continuance intention. Discussions and implications for academics and practitioners are also provided. Internet protocol television (IPTV), the delivery of various digitized TV programs and video clips plus interactive functions through the Internet, has emerged as one major application of broadband technology [49]. From a business perspective, IPTV is expected to provide new revenue opportunities for Internet channel providers [11]. However, despite a significant number of resources having been invested in its development, IPTV is still not an influential threat to older technologies [66]. In fact, the number of subscribers has been frozen during past few months. Since 2009, ChungHwa Telecom (CHT), the sole provider of IPTV in Taiwan, has continued to reduce its subscriber estimates for IPTV. The company originally projected the number of subscribers of its IPTV application – multimedia-on-demand (MOD) – to have reached 700,000 by the end of 2009 and to have increased to 1 million by the end of 2010 [87]. However , although CHT is able to attract new subscribers, the total number of MOD subscribers has remained at 665,000 since June 2009 [76]. This implies that CHT is unable to effectively retain current customers. Given that the cost of recruiting new customers is much higher than retaining current …