SET-TOP BOX AND ITS PENETRATION IN THE HOME CONSOLE MARKET

Abstract

Based on the structure of Unified Theory of Acceptance and use of technology model (UTAUT) and Perceived Value and Loyalty model (PVL), this study developed two new models, New Technology Device Acceptance model (NTDA) and Technology Experience and Loyalty model (TEL) in order to investigate the customer intention to use (before purchase) and reuse intention (after purchase) the set-top box. Before the purchase of a set-top box, this research combines the variables “performance expectancy (PE)”, “effort expectancy (EE)”, “social influence (SI)”, “competitive product (CP)”, “price (PRI)”, “promotion (PRO)” and “behavioral intention (BI)” in NTDA model to reflect consumer intention to use the set-top box. After the purchase of a set-top box, this research combines the variables “usefulness (UF)”, “facilitating effect (FE)”, “connectedness (CN)”, “access flexibility (AF)”, “application development (AD)”, “game experience (GE)”, “application price (AP)” and “post purchase promotion (PPP)” in TEL model to reflect consumer intention to reuse the set-top box. The analytical results indicate that have the positive influence of PE, EE, SI, CP, PRI, PRO and BI on customer use intention (UI). Similarly, the positive influences of UF, FE, CN, AF, AD, GE, AP and PPP on customer reuse intention (RI) are indicated as well.