Factors affecting the switching intention of IPTV subscribers

This study aims to find the factors affecting the switching intention of IPTV subscribers. Through literature reviews covering characteristics of IPTV service and theories related to the switching costs, 14 measure items were found. A survey was conducted for empirical test. By online survey 100 sample data were collected and used for analysis. As a result, the factors, such high resolution, diversity of content, reliability of service, and brand, affecting the attractiveness and service quality of IPTV were significantly deterring the switching intention of current IPTV subscribers.