ไม่มีข้อมูลบทคัดย่อภาษาไทย
The operation of smart TV had fallen into a specific growth bottleneck. Still, the value-added business of smart TV occupied an increasing percentage of the profits of communication operators at an explosive growth rate. As the value-added business of smart TV became a tool for entertainment and sales channel, smart digital TV would still be considered the monopoly stage in the market. In Guizhou, the increase in consumption power helped to utilize smart TV platforms for upgrading membership value-added service for product and service promotion and sales. The purpose of this study was to investigate the significant difference in Guizhou consumers' purchase intention on Smart TV membership with different control variables (gender, income, age, education, and marital status) in value-added service; to examine the Guizhou consumers' purchase intention influencing mechanism based on trust, perceived value, and user attitude on Smart TV membership; and to put forward feasible suggestions on the attractiveness of Smart TV membership; by improving consumers' attitudes and perceptions of using value-added service. Four hundred thirty completed questionnaires of Guizhou consumers were collected through the online WeChat platform by random sampling in February 2023. The results showed trust, perceived value, and user attitude impacted purchase intention on Smart TV Membership Value-Added Service. In addition, other influencing variables based on perceived economic risk, perceived functional risk, perceived mental risk, product display, promotional incentives, service value, service scarcity, and service fee would also be considered essential for promoting value-added service of smart TV membership.