Potential user factors driving adoption of IPTV. What are customers expecting from IPTV?

Internet Protocol Television (IPTV), the convergence services of television and Internet, is being rapidly developed around the world. The advent of digital technologies has changed the convergence market dramatically with the wide diffusion of the convergent services. Using the Technology Acceptance Model as a conceptual framework and method of logistic regression, this research analyzes the demand for IPTV by drawing data from 452 consumers. Individuals' responses to questions about whether they accept IPTV are collected and combined with observations of their socio-economic status and intrinsic/extrinsic factors modified from the Technology Acceptance Model. Results of logistic regression show two variables (intrinsic and extrinsic factors) that seem to explain what influences consumer behavior towards adopting IPTV. Overall, the logistic regression model explains over 50% of the variance in the IPTV adoption. The variances shed light on the multi-open platform environment that IPTV will forge.