A study on migration in television broadcasting service switching intention to cable television - A case of Ho Chi Minh city
Abstract
Purposes – Through literature review exploring characteristics and switching behavior in service providers, especially in broadcasting and telecommunication industry, this paper finds the direct and indirect effect of push, pull, mooring factors on the switching intention of TV users toward cable television service, which is associated with such a huge migration in broadcast media with the predominant of cable providers.
Design/approach/methodology – A combination of Quantitative method and supporting technique of Qualitative approach is conducted. The researcher collects data from respondents who have the high probability to switch and used to switch to cable broadcast services in three months. The researcher applies structural equation modeling (SEM) for testing both direct and interaction effects for the researched framework.
Findings – The direct interrelationships of customers’ dissatisfaction, switching cost, alternative attractiveness, attitude toward switching and subjective norm with cable TV switching intention are confirmed. Subjective norm does positively affect attitude toward switching, what is more, in a role of mooring factor, switching cost dampens the relationship between dissatisfaction with the providers before switching and switching intention. However, switching cost does not moderate the relationship between alternative attractiveness and switching intention to cable services.
Originality/Value – Based on migration theory rooting the Push-Pull-Mooring framework, TPB and related theory in switching service providers, adapting the research model of Bhattacherijee (2013) and Hsieh (2012), the researcher added “customization” as a dimension of alternative attractiveness (cable TV) to construct the structural model for this study.