Set-Top Box and Its Penetration in the Home Console Market

Abstract

Based on 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. The analytical results indicate that there has a positive influence of performance expectancy, effort expectancy, social influence, competitive product, price, promotion and behavioral intention on customer use intention. Similarly, the positive influences of usefulness, facilitating effect, connectedness, access flexibility, application development, game experience, application price and post purchase promotion on customer reuse intention are also indicated.