| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 100 === Multimedia on Demand (MOD) is the first Internet Protocol Television (IPTV) product developed by Chunghwa Telecom; therefore, if has to deal with new services, new digital platforms and new needs’ challenges in Taiwan market. Although there existed numerous studies of MOD industrial development status, still few studies were found to relate consumers’ behavior, and purchase intention of MOD service. This study attempts to integrate a model to investigate the relationships among electronic service convenience, electronic service quality, customer satisfaction, and purchase intention. The results indicate that electronic service convenience is positively associated with customer satisfaction, electronic service quality, and purchase intention, whereas electronic service quality is significantly related to customer satisfaction and purchase intention. Results also indicate that customer satisfaction is positively associated with purchase intention. The research findings suggest that, in addition to adding new media platform, Chunghwa Telecom should closely pay attention to the consmers’ preferences. Furthermore, electronic service convenience significantly affects purchase intention, the MOD user- friendly oriented device in conjunction with high qualities of network transmission and resolution is essential. Due to different experience with traditional TV viewing, free trials should be provided to increase consumers’ familiarity to enhance the users’ stickiness.
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