Towards a theoretical framework of motivations and interactivity for using IPTV

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.