Studies on the influences of use of innovative intention in choosing of IPTV Service in Jiangsu Province

This paper takes cities in Jiangsu Province as samples to conduct empirical researches over influences of use of innovative intention in choosing of IPTV Service through questionnaires. It aims to run a comparative analysis of importance and method of the use of creative intention in users' choice of IPTV businesses in the cities of Jiangsu. It also give suggestions for the development of IPTV business in Jiangsu. The results indicates that the use of creative intention and the use of diffusion has positive correlation. So it suggests IPTV business providers further undertake market segmentation and launch targeted product-service packages to satisfy demand of customers who use creative intention. It also suggests that intensive research on the new technologies and businesses of IPTV can further motivate customers' use of creative intention, and further improve the utilization rate and pluralism of IPTV businesses.