TITLE:
Analysis of the Factor Affected Chinese Audience Choice Behavior between Traditional TV and Network Video in PLS-SEM
AUTHORS:
Deqing Tan, Junhui Bai
KEYWORDS:
Traditional TV, Network Video, PLS-SEM
JOURNAL NAME:
Modern Economy,
Vol.6 No.7,
July
24,
2015
ABSTRACT: Since the technical
barriers of media industry were resolved, audience has become the determinant
that impacted the development of media industry who would choose different
media products depending on their perception. In order to find the key factors
that impact Chinese audience’s choice behavior and provide practical guide for
media industry to improve its service, the paper studies influence of audience’s
perception on their choice between traditional TV and network video by building
PLS-SEM. And then, partners and age which were proved to be the most important
demographic characteristics affecting audience choice of video terminal in
author’s previous studies are selected as moderator variables to explore how
demographic characteristics influence the different paths of assumptions. The
statistical results indicate that relative performance expectancy, relative
effect expectancy, relative social influence and habit have significant positive
effects on choice intention, relative time-related risk has no significantly
negative effects on choice intention, relative physical risk has significant
negative impacts on choice intention, habit and choice intention have
significant positive effects on choice behavior. In the different paths of assumptions,
partners and age exist significant differences.