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Towards a theoretical framework of motivations and interactivity for using IPTV

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  • Kim, Juran
  • Lee, Ki Hoon

Abstract

Interactive television (IPTV) leads to noteworthy changes in marketing and advertising. As an innovative technology, IPTV provides advanced, customized, and personalized television services, with interactivity assumed to be the major difference from traditional media. The purpose of this study is to identify clusters of users based on motivations for using IPTV and to examine the relationships among the motivations, actual interactions, perceived interactivity, and attitude toward the technology. The study contributes to the body of knowledge of consumer behavior in high-tech services by identifying motivations for using IPTV and clarifying the relationships between those motivations and the interactivity.

Suggested Citation

  • Kim, Juran & Lee, Ki Hoon, 2013. "Towards a theoretical framework of motivations and interactivity for using IPTV," Journal of Business Research, Elsevier, vol. 66(2), pages 260-264.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:2:p:260-264
    DOI: 10.1016/j.jbusres.2012.07.004
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    References listed on IDEAS

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    Cited by:

    1. Kim, Juran & Lee, Ki Hoon, 2019. "Influence of integration on interactivity in social media luxury brand communities," Journal of Business Research, Elsevier, vol. 99(C), pages 422-429.
    2. Wagner, Gerhard & Schramm-Klein, Hanna & Steinmann, Sascha, 2020. "Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment," Journal of Business Research, Elsevier, vol. 107(C), pages 256-270.
    3. Song, Lianlian & Hu, Baixue & Mou, Jian, 2021. "Investigating consumer binge-watching behavior: A valence framework perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    4. Wagner, Gerhard & Schramm-Klein, Hanna & Steinmann, Sascha, 2017. "Consumers' attitudes and intentions toward Internet-enabled TV shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 278-286.
    5. Röding, Tobias & Steinmann, Sascha & Wagner, Gerhard & Schramm-Klein, Hanna, 2023. "A classification of information-oriented PoS technology from customer perception," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    6. Kim, Jiwhan & Nam, Changi & Ryu, Min Ho, 2020. "IPTV vs. emerging video services: Dilemma of telcos to upgrade the broadband," Telecommunications Policy, Elsevier, vol. 44(4).

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