| Abstract: | In the era of convergence of digital television (DTV) broadcasting and internet, DTV application services will be the key to success. Through theoretical and empirical analysis, this study showed that the integrated model which includes basic products/services, value-added services, interactive services, and behavioural intention is applicable to explain consumer's demands of DTV application services. Results indicated that value-added services is the most important factor affecting the behavioural intention to adopt DTV application services, while interactive services is the best way to create consumer's emotional value. In addition, this study also provided some impetus for both researchers and practitioners. |
